Marketing Corner

In this episode, Jen, Casper, and Casper's shiny new microphone discuss ABM (account-based marketing), including its fundamental core pillars, how to know if you're ready for ABM, 3 types of ABM to fit your resources and needs, their pros and cons, and pitfalls to avoid during implementing an ABM program. Casper's ABM webinar we discuss can be accessed at this link: https://www.youtube.com/watch?v=FRlnxtISLHg

In this episode, Jen and Casper cover the methods we use to keep our marketing skills sharp. We'll also share what specific resources we rely on to stay up to date on all things marketing.

In this episode, Jen and Casper discuss how to ensure you're not only aligned with your team, but also the wider business so everyone is on the same page. We'll cover the importance of wish lists, how letting visionaries do what they do best can make your life easier, and how knowing your KPIs can help keep you focussed. As a bonus, we also throw in some tips for non-marketers on the best way to provide feedback to marketers on marketing initiatives.

In this episode, Jen and Casper cover KPIs that every marketing team should use to measure their performance and overall business impact. Topics include aligning Marketing KPIs with overall company goals, using a reverse calculation to establish metrics that are both achievable and aligned with business objectives, and how to measure marketing-sourced weighted pipeline.

In this episode, Casper and Jen discuss how they structure their marketing teams, from early stage startup to more established scale-up. How do we separate tasks and decide what positions we need to hire? What happens when you start off as a generalist but the team grows to the point where you need specialists? We cover our own experiences in these very situations, and the steps we took to work our way from marketing generalists to marketing specialists to marketing leaders.

In this episode, Casper and Jen work to dispel the belief that you can't do effective B2B targeting on Facebook. We cover strategies we use in our day-to-day, such as reframing the awareness funnel, audience segmentation, lead gen form parameters, layered lookalikes, video retargeting, split testing and more (taking into account the tracking changes we covered in episode 8) to be more effective with our B2B Facebook targeting.

In this episode, Casper and Jen discuss the recent changes to tracking, from ITP to iOS 14. What exactly are these changes and how will they impact the future of B2B marketing? Most importantly, we'll also cover what B2B marketers can do to overcome these changes.

In this episode, Casper and Jen discuss the importance of understanding and simplifying the buyer journey from lead to won customer. We cover ways to break down silos with Sales in order to map out the buyer journey, helping to identify leaks and opportunities for reactivation. We'll also discuss how implementing a proactive approach with Sales (as opposed to a responsive approach) can help remove obstacles and get more "yups" rather than "waits" from prospects.

Another listener request! In this episode, Casper and Jen cover that all important question: What should every MarTech stack include?

Our first listener request! In this episode, Casper and Jen cover how to identify your ICP (ideal customer profile), as well as the all-important differentiation between ICP and buyer persona. We'll also cover how to attract your ICP via your buyer personas (hint hint: content is king), and finish up with a discussion on best ways to target those ICPs on any budget. 

As a special bonus, Jen also shares with listeners her very "on brand" dream. You don't wanna miss it.