The B2B Playbook

This week’s interview is with Ryan Gibson, an outstanding customer interviews expert.

When George said to me we had to have him on the podcast, I knew from his tone this would be a good one.

And he didn’t disappoint. Nor did Ryan.

Ryan was so generous with his time and knowledge, which he shared with us as we chatted all things customer interviews.

There’s some great tips on how to make sure your qualitative data gathering process does the job it’s meant to, while giving you a solid foundation on which to build your B2B marketing strategy.

Just a quick snippet of some of the top points:

• Qualitative gives you the “why”. Quantitative only gives you the “what”.
• If you can figure out how and why people are buying, their buying journey, you can then start to influence those decisions.
• There’s no substitute for talking directly to customers and getting to know their decision making process.
• Set clear and limited objectives for each set of interviews and make sure you have rigour in your data collection. Only then can you get apples to apples qualitative data that’s comparable and actionable.
• Take action off the back of this data! Don’t let it sit on the shelf!
• And qualitative data allows marketers to be reborn, and excited about the work in marketing again!

Tune into this week’s episode for these and more!

Links:

The Breakout Growth Podcast - SEan Ellis & Ethan Garr

TOFU, MOFU, BOFU = Top Of FUnnel, Middle Of FUnnel, and Bottom Of FUnnel

Jobs Be Done

April Dunford

Ryan Paul Gibson on LinkedIn

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On this week’s episode, we’re doing our last analysis episode of helpful content.

We started the mini-series in our podcast to put our concepts and frameworks to practice.

And this week is no different. We’re looking at what Kerika’s helpful content is doing well and what they could improve to increase the impact of their LinkedIn Ad and make it hit home harder!

This one’s an interesting one as we dive deeper on how smaller businesses like Kerika really need to hone in their helpful content for it to pay off!

Mentioned Resources:

The 5 Stages Of Awareness - Eugene Schwartz

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This week’s analysis of helpful content has us chuckling to ourselves.

When we gave the example of a cyber security business in our discussions on helpful content, we didn’t expect to find such a business putting out helpful content for us to analyse! Or at least not targeting us!

But that’s exactly what we did find. So this week, we’re talking about OwnBackup’s helpful content on LinkedIn.

We discuss why their detailed blog has a great topic and shows good understanding of their dream customers, but also leaves a few key areas for improvement.

Links:

OwnBackup LinkedIn Post 

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This week we’re continuing to analyse helpful content examples!

We’re dissecting the helpful content of Chili Piper this week, so you can see and understand why it’s a good piece of content that sits well in our “Be Helpful” stage of the 5 Be’s framework.

Our aim is to help you understand what’s good, what needs tweaking and how to recognise good content for yourself.

Chili Piper’s helpful content is a case study that’s being promoted as an ad on LinkedIn.

Chili Piper is a SaaS company that provides software which helps sales teams automatically schedule appointments with leads, instantly turning inbound leads into qualified meetings.

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As we get to the end of “Be Helpful”, we’re conscious that with so much talk about frameworks and concepts, it can be hard to see the forest from the trees.

And also to recognise good, helpful content when you see it!

So for the next few episodes, we’re looking at and dissecting some examples of helpful content we see out there.

We help you understand what’s good, what needs tweaking and how to recognise good content for yourself.

We start this week with an analysis of one of Employment Hero’s promoted posts on LinkedIn.

Employment Hero is a SaaS company that provides software which helps with onboarding new employees, doing performance reviews, and managing HR templates and processes easily and online.

They’ve put out a helpful piece of content in the form of an Employee Wellness Survey Template.

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Well it’s another special and exciting interview on the B2B Playbook.

This week we’re lucky enough to get the answers from an expert at her craft, Meryoli Arias!

She and the Chili Piper team are so good at it, it feels like each time we engage with them online, we’re talking to people, not a business.

Meryoli generously shares with us some great insights on how to build a feedback loop with an audience on social media, combine it with a wonderful process of engaging internal experts, and produce amazing content that serves the audience but makes them human in the B2B world at the same time!

Some key highlights:

• Start with company values with building brand personality.
• Don’t talk about yourself, talk about the general industry and how you add to that space!
• Create conversations. Don’t have a monologue. Actually listen to your audience. And the more organic it is the better.
• Empower your internal team to help you scale helpful content. Consistency is the most important thing. Be a cheerleader for your internal experts!
• Inject personality and make a brand feel like a person! This helps with the engagement that leads to social growth.
• Remember to be human, even in the B2B world. There’s just people on the other side!
• Don’t be boring! It’s good for the B2B industry!

Links:

Meryoli Arias

Chili Piper

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We got some swag!

It’s been such a nice interaction with the Chili Piper team. Not in the least because they’ve very kindly sent us some of their awesome swag!

On the flip side we’ve got some constructive feedback on the podcast, which we’ve loved getting to help make the podcast better!

But it was helpful! And that’s what this season on the podcast has all been about!

And that’s what we’re talking about today. If you haven’t had a chance to check out each episode of this season, we go through a few key points from it. The Too Long, Didn’t Listen version of the season!

Links:

Ep 29: Getting Experts Bonus episode

Ep 27: Metrics To Track To Know Your Content Is Working

Ep 23: How To Pick The Format & Channel To Distribute Your Content

Ep 24: Scale Your Content With Our 7 Step Content Repurposing Framework

Ep 25: How To Create A Feedback Loop To Make Your Content Better And Better

Ep 28: The 5 Types Of Helpful Content You Need To Create

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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!

Another special episode this week.

And a timely one while we’re talking about being helpful!

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!

It’s finally happened…one of us caught COVID!

Thankfully the recovery was relatively swift. But it’s certainly no fun. So keep safe out there listeners!

During this down time, we’ve made an interesting discovery of material that helps us with marketing…

Picture books!

Helpful content comes in all different forms. Find out this week how you can get your experts onboard to help you create more of this type of content!

We know it’s a massive pain point, so we’ve dedicated a whole bonus episode just to talk about how you can get over this hurdle!

Tune in to this week’s podcast for 7 helpful tips to getting your experts onboard to create helpful content!

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!

You can hear the hesitation in George’s voice as he talks about his weekend plans…

Thankfully there’s a lot less hesitation needed when you come to getting your helpful content going.

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!