The B2B Playbook

Retaining an existing customer is cheaper…

That’s the common saying, and it’s certainly true.

We’re going to run you through how to make that the case by working on deal expansion and retention.

We’ll talk about specific examples of how to do this and ways to measure the success of your efforts.

Links Mentioned:

Harvard Business Review Article RE Retention

Ep 72 - Previous Measurement Episode

Article on customer retention formula

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Things look rosy…

Leads are up, steadily scaling. You’re well on the way to hitting your targets.

Then the rug gets pulled from under you when you realise the leads are poor quality and aren’t profitable for the business.

This is a scenario all too familiar to marketers. It’s something we’ve experienced ourselves.

So let’s talk about how we can avoid that and get ahead of the trend!

This week, we talk about ways to look at and improve your business pipeline differently. So you can take more responsibility and control, work closer with your sales team and actually have bottomline impact with your day to day marketing activities.

We look at specific metrics and actions you can focus on to accomplish this shift towards better balancing quality and quantity, profitability and scale.

Links:

Article on calculating pipeline velocity

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Ever feel like there’s a new paid channel to test every week?

Ever wonder if it’s ever possible to be on top of it and not feel like you’re falling behind with testing such channels and that you’re not missing out on the next big channel?

As we revisit the evergreen principles for getting ahead of new paid ad channels, we also discuss channel attribution modelling and some more interesting paid ads you could consider now that you’ve got a few paid ads successes and failures under your belt.

Links Mentioned:

Episode 47

Episode 48

Episode 49

ChatGPT

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A very common question we get: how do we show the value of marketing.

It comes up all the time in house.

For those of you who have dabbled with agency life, you’ll know this is one that’s not far from conversations with clients either.

Well let’s talk about how to do it effectively for B2B businesses, so as not to hamper growth!

Check out how the 3 tiered approach works and help you with exactly that.

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Another email notification.

Another newsletter that quickly goes in the bin folder.

That’s what we all want to avoid when it comes to our own emails we send out!

So we’re talking about how to level up your EDMs to avoid that scenario.

And it’s pretty easy actually! A lot of the groundwork is already there.

In this episode we go through some helpful tips and a quick framework to help reset the mindset on EDMs to make your emails the ones people keep coming back to!

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Walk the walk!

We’re all about documenting our own journey in growing our B2B podcast and incubator, while we’re sharing the framework we’re using to do so.

The aim is to help you do the same!

This week, we’re covering how you can better leverage your data and tech stack to optimise your marketing practice.

We cover some common definitions before jumping into some common use cases and a key guiding principle you might be familiar with!

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Dream 100.

Remember that great concept we talked about all those episodes ago, way back in season 1?!

Well now it’s time to leverage that concept when making the most of affiliates and partnerships!

This week, we’ll tell you why it’s so powerful and when to look into it. As well that, we’ll give you a simple framework and process to go about getting these going.

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It’s all about 1% better a day.

Or is it?

Although we see the value of that work, even in our personal lives, we think you should be making bigger swings in B2B marketing to get the growth and scale you want.

Because chances are you don’t have the data in your growing B2B business to make the 1% worth the work.

HOWEVER.

If in applying the 80:20 principle, you determine it is worthwhile, then make sure to check out this episode where we go through how to go about doing things like CRO and A/B testing.

We cover why it’s important to build a process around such experimentation, how to approach it, where to get started including things to test or tools to use, and importantly ensuring you action the hard-earned learnings.

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

All marketers should be thinking about their personal brands in 2023.

So we're reposting another special episode this week.

This week we had a special guest who personifies being helpful.

Not only does he have his own podcast helping thousands of people out there with their marketing careers, he’s also sharing all this on LinkedIn on a more than regular basis!

And it’s doing wonders for his own career and the growth of his employer!

So you can have your cake and eat it too!

Tune in for a great episode where we dive into how being helpful looks in practice. Here’s a few quick quotes from an amazing “helpful” interview:

• “being bullish on kindness”
• Be “host of the party”
• “Learning in public”
• “Solve a periphery problem for your dream customers”

A final bit of encouragement: we’re all regular people and you can do it too. So get started!

Links:

Mason Cosby On LinkedIn

The Marketing Ladder podcast

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If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Happy Holidays everyone!

This week, we're bringing you one of our favourite episodes to comfort you in your food coma.

In this bonus episode, we talk about some great copywriting tips for your helpful content, but aligned with the 5 stages of awareness your potential buyers go through.

This will help you ensure you’re being helpful along the way!

So tune in to this week’s episode for some great tips to get going on your “be helpful” content journey!

You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!