The Electric B2B Show

Have you heard the news of the B2B company that went bankrupt because it created awesome content and distributed its valuable insights and methods?

You know, the Saas that had a great marketing team that came up with new concepts, created unique positioning, published all the thinking and intelligence behind their product, evangelized it successfully… only to have it all snatched by competitors and go out of business?

Of course, you haven’t. Because it never happened and never will! Period.

In the red-hot and amazingly cool community of RevGenius, a lively conversation popped up the other day. The question was: who has a “templatized messaging framework”.

Truth be told, we don’t believe in templatized strategies, but obviously, we do have our tools which we’re constantly refining. Because strategy and messaging are complex things, we couldn’t just drop a link to our Google Spreadsheet in the thread, because that can do more harm than good…

So, we ended up going through the framework which Klear uses to build positioning, ICP-refinement, messaging and GTM strategies for clients. And that’s how this episode was born.

Hope you find it useful!

Ep 23: Systematic B2B Growth Experiments with Tristan Gillen by The Electric B2B Show

Are you looking to hire a marketing star but don’t have a clear idea of what qualities you should be seeking?

Let me tell you what most leaders look at B2B tech companies who are making their first marketing hires:

– past performance

– creativity.

These are also two of the most misinterpreted and misused concepts especially when it comes to hiring.

There are no generic answers to these questions because… well, you know: “it depends”.

Transitioning and building out an ABM machine is hugely impacted by the degree of marketing that’s already happening in your organization. In other words, many things depend on how mature your marketing operations are.

We wanted to make this distinction very clear to help you advance in building out ABM in your company. Helping us are the best of the best ninjas when it comes to no-nonsense, low-tech and high-impact account-based marketing: the Fullfunnel.io guys: Andrei Zinkevich and Vlad Blagojevic.

Loads of product companies experiment with LinkedIn Ads, only to find that it drains budgets. Then they call the verdict: “it’s expensive”. Here is a shocker for you: in business, there is no such thing as “cheap” or “expensive”. Something either makes a return (little or a lot), or no return. Or, you can’t tell whether it makes a return on investment.

We're dedicating an entire podcast episode to your most pressing questions on:

💥international market penetration

...international presence, as in: getting super-interesting projects from abroad that also pay well, and serve as stellar references.

Over the past 12 months, we've had the fortune to get to know several of you. We've also worked with a few of you on your international expansion and go-to-market strategy.

Find out about what works and what doesn't in this episode.

Here is a challenge: instead of going for really exciting marketing projects or careers, try something different for a change: market a product that is really dull. Like, a commodity. Like, nuts and bolts.

Now, THAT is a huge marketing challenge.

Great marketing is about creating a story around the product or company that is authentic and true, and inviting people to step into that story. Great marketing engages and educates people; it helps them transform their lives, their work, and perhaps themselves.

Webinars have been the thing for quite a few years. In Episode 1 of our podcast (that is yet to be named) we dive semi-deep into how to use webinars in account-based marketing and give you some tips on how to go about it.

Are you an established player on your market looking to gain market share with a new / tweaked product or service?

Are you a startup looking to gain traction with your disruptive idea?

Are you in any business, with a product or service that you are trying to market more efficiently?

In any case, this post will aid you in forgetting trying to be better, and trying to sell your dog’s bollocks features…