THE 414 - B2B Marketing Podcast

As we come out of the pandemic there’s expected to be a sizeable economic boom.

But in order for you and your company to benefit fully from it there is one key quality which will determine just how well you do...

Adaptability will be the deciding factor, but ahead of that you need to have a clear understanding of what you’ll need to re-think and re-evaluate.

By contrast, inflexibility and blindly continuing with the same approach and processes for Sales & Marketing is not just ill advised, but it could prove fatal.

So if you would like a detailed appreciation of everything that you need to re-evaluate so that you can be pivotal in your company’s future success, you absolutely need to watch this week’s show.

The goal will be to equip you with a clear road map which you can use to instigate and inspire a vitally important discussion for how your company’s combined Sales & Marketing operations can prepare to adapt at this crucial point in time.

Live from West Wickham, London, with the quite excellent Stuart Giddings!

The 414 - Insights & Wisdom from the Greatest Minds in B2B Marketing.

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Buyers want to be confident that they will be successful if they purchase and implement your product or service.

As a marketer you can help speed up sales cycles and provide higher quality marketing qualified leads if you address these confidence issues in your content.

The goal is to become buyer-centric and position everything you put out so that at every touch point it’s helping address the issues which need to be tackled before a purchase decision in your favour can be made.

Well educated clients who are fully confident in your offering even before speaking with sales is the ultimate benchmark of marketing excellence.

So this week on the show we’ll get a complete appreciation of what those buying confidences are, why they’re important and how you can deal with them.

This week live from Boston, MA with David Kirkdorffer!

The 414 - Insights & Wisdom from the Greatest Minds in B2B Marketing.

Sign up for future episodes at www.The414.net

Connected TV , or CTV for short is how nearly the majority of us watch or consume television.

Previously, television advertising only really suited B2C brands.

But CTV offers advertisers the ability to target customers in a way which traditional linear broadcast television never could.

With online advertising becoming more crowded by the day, CTV offers the opportunity for more focused attention in a relatively uncluttered space.

So if you’re up for exploring new possibilities, you may well find that incorporating a television advertising campaign into your marketing mix might not sound as crazy as it previously would have.

This week with live from Sarisota, Florida with Hamid Qayyum!

Revenue is generated by the entirety of the business, not just the top line of sales and marketing.

However, if marketers widen their field of view across the whole of the business you have the potential to identify any number of improvements which will result in improved customer satisfaction, increased revenues, reductions in cost as well as additional clear points of difference for you to market on.

This approach is not for everyone.

But if you’re up for a challenge and you’re keen to make a big difference for your company, then hold on to your seat as they say, because this week on the show we’ll give you everything you need to look for and spot the kind of opportunities which have massive and long lasting impact.

This week with Jose Palomino!

The most expensive way of testing anything is to launch it and to see if it works.

However, that’s often how things are done when it comes to new campaigns and website launches

Scientists base everything they do on the relentless testing of ideas to either prove or disprove concepts BEFORE rolling them out.

So as a marketer, if you strongly commit to testing as you develop projects you’ll be ever closers to being a genius scientist yourself. And at the same time, what ever you do ultimately launch will be the closest you’ll get to having a winner each and every time.

Having the right mindset, approach and systems in place for testing is crucial.

Which is why this week on the show we’ll explore in detail how the best conversion optimisation experts do it, so that you can ultimately do the same.

This week live from Austin, Texas with Brian Massey!

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As a B2B marketer, you can make a huge impact on your company’s sales figures by taking the lead on a very particular type of personalisation.

Pitch decks are a classic request for ‘the colouring in department’.

But gone are the days of a one-size fits all slide show to give to sales teams.

In fact, any company who speaks to their customer base in broad and generic terms is likely to be the first to be removed from any consideration set.

One of the secrets of the best performing B2B companies is that they have their marketing teams equip sales teams with pitch decks and supporting material which can easily be personalised for each individual prospect.

The reason why they do this is to communicate why the solution you’re offering is a perfect fit for the prospect’s specific problem or need, having taken into account their unique set of circumstances and buying criteria.

From outreach brochures, to the sales pitch, and even down to the proposal.

Ultimately, it all comes down to the more personalised your collateral is to the prospect, the more sales your company will make.

This week on the show we’ll get a clear understanding of what to personalise and how to personalise it, so that you can provide your sales department with the ultimate tools to do the job and win the game.

Do almost dread being asked what do you?

If you do, then there’s a way to change that.

The concept of an elevator pitch is as American as waffles and bacon.

But the concept really does work, even for the British, who’s reserved nature would otherwise have us avoid at all costs the concept of talking to a complete stranger in a closed confident space.

So the challenge is to master the art of communicating what you do in both 10 and 60 second formats so that you can give a wholesome answer to start with.

At the same time, you’ll be able to telegraph how you’d likely be able to offer real value to the other person and their company if there’s a way that you might be able to help them.

Mastering your own elevator pitch truly is a life skill and it’s one that you’ll get a lot of use from.

Tracking where leads, and ultimately sales come from is getting harder by the day.

In fact, buyer journeys have become so complex, that what used to work is likely not giving you an accurate picture today.

But it doesn’t stop there.

Because when you factor in the desire to help direct sales teams on which leads they should focus on for maximum conversion opportunities, you’d be incredibly lucky if what you have in place, is still serving you as best as possible.

The reality is, that you will almost certainly benefit from re-evaluating your entire approach to marketing attribution.

And that’s because by using the latest techniques and technology you’ll once again be able to give your sales team, laser-accurate insights on leads.

At the same time, you’ll be able to provide them with truly priceless insights for who to target, and in what order, to close more deals with much greater success.

To paraphrase Sir Winston Churchill, Give sales the tools and they’ll finish the job.

And sure enough, when you can set the stage for them to effortlessly close deal after deal, those truly are god-like powers.

Your customers will likely set about searching for information that will help them with their problem or need before looking for companies to provide the necessary product or service.

As a marketer, it’s important to fully appreciate Google’s mission to customers, which is to provide the best search results possible.

Which is why if you set about producing content for the topic at hand and purposefully nurturing inbound links from media sources to that content, Google is likely to recognise you as the best search results for that problem or need.

So this is where a different approach to SEO can make a huge difference.

By strategically setting out to gather leads from people who are on course to have a need for what you can help them with, you can create evergreen sources of qualified traffic which you don’t pay for.

And if you implement this as a strategy what you’ll end up with is your own metaphorical poultry farm of small golden egg laying geese.

This week with Michael Chidzey, live from Wapping, London, UK.

At the forefront of making B2B marcomms more authentic, along with connecting with your audience on an emotional level is the ability to communicate as we would speak normally.

Who’d have thought that we’d have to make a concerted effort NOT to write or produce content which has the same flow and comatosing qualities of the terms and conditions section of vehicle hire agreement.

It happens to the best of us, and it’s a challenge to break free and get back to writing content which emotes and connects with people.

This week on the show we set about getting a complete understanding of the problem at hand as well as discovering how to master writing like you talk.

This week LIVE from Atlanta, Georgia - with Darek Black!