In many B2B organizations, the C-suite inherently distrusts the marketing department. There is this ideological disconnect between marketing, the C-suite, and the rest of the organization. One side is thought and process-driven and then there’s marketing which requires unconventional thinking, experimentation, and a deep understanding of human behavior. How can B2B marketers bridge the trust gap and build credibility inside and outside their organizations? How can they effectively get...

Many B2B companies need help with developing content that resonates with their audience. They tend to focus more on features rather than moments in the buyer’s journey. This is why conducting customer research and creating the right target personas are paramount. When done right, personas can help you craft copy and content that converts and generates better responses from the target audience. That’s why we’re talking to B2B SaaS copywriting expert Naomi Soman (Founder, Storylogick...

There is so much pressure for B2B marketers to produce content consistently that much of it ends up being uninteresting, generic, and not very helpful. A lot of content also immediately starts with SEO and this leads to marketers drowning in a “sea of sameness.” How can marketers break out of this mold to produce content that provides a unique perspective? That’s why we’re talking to copywriter and content marketing expert Joe Sweeney (Content Marketing Strategist, The Content Marketing...

In B2B, there tends to be a huge disconnect between marketers and engineers. This gap can be bridged once marketers understand how engineers think and work, how they search for information, and what resonates with them. When done strategically, they can also capitalize on the knowledge, experience, and expertise that engineers have to develop assets and campaigns that will help to differentiate their B2B company in the market. That’s why we’re talking to SaaS marketing expert Dr. Masha...

Many B2B websites fall flat because they’re often designed for someone’s ego and internal opinions. When you’re able to shift that mindset, you can turn your website into an incredible revenue-generating machine. Design it for your ideal customer and ensure that the content addresses their problems, motivations, goals, frustrations, and how you plan to help them. That’s why we’re talking to B2B website and SEO expert Sam Dunning (Founder, Breaking B2B) about how companies should create...

Many B2B marketers don’t realize this, but it’s in their interest to seek out and build relationships with industry analysts. Not only are they knowledgeable and influential in the market, but if marketers can nurture that relationship, analysts can advocate on your behalf and mention you to potential clients. That’s why we’re talking to leading industry expert Robin Schaffer (Principal AR Consultant, Schaffer AR) about how smart B2B marketers can start conducting outreach to analysts....

Creating partnerships and leveraging someone else’s network of followers is one way for B2B companies to scale strategically. Interestingly enough, this remains a largely untapped opportunity that B2B marketers should be looking into. How can they do it the right way? How can you create mutually beneficial partnerships? That’s why we’re talking to partnership expert Joran Hofman (Founder, Reditus) about how B2B companies can help to build trust through partnerships. During our conversation,...

When done correctly, demand generation campaigns can help B2B companies generate the right noise in the right channels at the right time. It’s about reverse engineering with intention and positioning your company as the top choice for potential customers. You also need to be open to new strategies and digital channels, and deliver relevant and helpful content. That’s why we’re talking to marketing expert Eddie Saunders, Jr. (Founder, Speak Friend) about how B2B companies can craft better...

B2B podcasts that have been around for a few years have managed to build a credible online presence as well as a loyal audience who tunes in regularly. It would then make sense from a strategic perspective for B2B companies to leverage these podcasts to help grow their own brands. How can they do it? What should they be looking out for? That’s why we’re talking to marketing expert Eric Melchor (Founder, B2B PodPros) about how B2B companies can grow through podcasting. During our...

Spanish is one of the most widely spoken languages in the United States after English. Many people live, operate, and conduct business in this language. There’s also a large unmet need in terms of marketing to a predominantly Spanish-speaking audience across different industrial sectors. How can B2B companies proactively address this untapped opportunity? That’s why we’re talking to bilingual marketing expert Hugo E. Gomez (Founder/Legal Marketing Strategist, Abogados NOW) about how B2B...

When it comes to content marketing in B2B, there’s something to be said about building owned assets like newsletters. Many of these assets fall flat if the content is too company-centric, not shareable, and if there is a misalignment of expectations. How can B2B companies develop content that is interesting, relevant, shareable, and will ultimately generate good results? Join us as we go “behind the scenes” with B2B content marketing expert Casey Hill (Senior Growth Manager, ActiveCampaign)....

When done correctly, customer success stories can help to convert prospects into customers and position B2B companies strategically against competitors. Why do so many customer success stories fall flat in B2B? What can be done to transform them into tools for B2B growth? Join us in our conversation with B2B video expert Alexander Ferguson (Co-Founder & CMO, TeraLeap) about how marketers can craft better customer success stories that are interesting and engaging. During our conversation,...

B2B Marketers who are getting low or no engagement on the content they’re developing for LinkedIn are missing out on a great opportunity. When you create content that is meaningful and engaging, it not only fuels content impressions but also helps you to build relationships with your audience that could translate to future business. That’s why we’re having a conversation with B2B content expert Anthony Leung (Founder, Mean Write Hook) about how marketers can better leverage the LinkedIn...

B2B companies must have a compelling reason why customers should choose them over the competition. They need to be able to prove and substantiate their differentiation and convince companies that they are the right partner to work with. That’s why we’re having a conversation with B2B copywriting expert Linda Melone (Conversion Copywriter & Strategist, The Copy Worx) about how companies need to have a strong value proposition. During our conversation, Linda explains the importance of...

It’s a topic that is discussed quite intensively by B2B marketers: account-based marketing, or ABM. When done the right way, it will help both sales and marketers to ensure that targeted accounts are engaging and that the pipeline continues to grow, resulting in more revenue. Join us as we chat with B2B marketing expert Cristina Daroca (Head of Americas Marketing, Riverbed Technology) about how to optimize the experience for customers and prospects for ABM. During our discussion, Cristina...

Matt Bell (Founder & Principal Consultant, MessageUp) on how B2B companies can optimize the B2B buying experience. During our conversation, Matt discussed some recent trends that B2B marketers should be aware of and what pitfalls to avoid. He also provides actionable tips on how the digital buying experience can be improved.

Combining disciplines like behavioral analysis and data analytics enables B2B marketers to have a deeper understanding of their target audiences, identify patterns, and implement digital marketing campaigns that generate solid outcomes. Join us as we talk to certified data scientist Michelle Bassett (Founder, BIZQOR) about the value of leveraging behavioral analysis and data analytics for better B2B marketing results. During our conversation, Michelle talks to us about what these...

Playing it safe is the easy and predictable route, but this approach won’t make B2B Martech companies stand out in the sea of competition. They need to have a unique perspective that’s relevant to their target audience and position themselves strategically in the market. Join us as we talk to marketing expert Joe Zappa (Founder and CEO, Sharp Pen Media) as he unpacks how B2B Martech companies can develop a strong brand narrative. Joe also talks about the pitfalls to avoid and how marketers...

A crucial part of B2B marketing revolves around understanding the core business problems that content can solve. B2B marketers must also proactively have conversations with different departments and customers, and conduct the relevant diagnosis in order to produce content that is interesting, insightful, relevant, and delivers results. Join us as we sit down with B2B content marketing expert Steve Goldhaber (CEO, 26 Characters). Steve talks about the five common barriers to solving...

It’s something that many B2B marketers out there are a part of: communities. Some are active members and some even think of establishing and running groups of their own. How can a thriving community become your brand's biggest asset? What do marketers need to do to keep the momentum going? Join us as we talk to serial B2B entrepreneur and community builder Lloyed Lobo (Co-Founder, Boast.ai) about what it takes to build a great community. Lloyd also highlights the pitfalls that marketers...

Anyone involved in B2B sales will know that the biggest challenge is to get your prospect to trust what you are saying. Providing those prospects with the relevant consulting, expertise, and customer proof in the form of case studies and video testimonials will help to close that trust gap. That’s why we invited sales expert Julian Lumpkin (Founder & CEO, SuccessKit) to talk about how B2B companies can accelerate sales at different stages of the sales process with case studies and...

Nobody likes to get “pitch slapped”, nor is anyone logging into their inbox or social media accounts to be hunted down by relentless salespeople who won’t take “no” for an answer. There is a better way that is not only less intrusive or pushy but also engaging and filled with valuable content. That’s where social selling comes in. That’s why we brought on social selling expert Brandon Lee (Founder, Fist Bump) to talk about what social selling IS and ISN’T, and how it can be used to fill...

The world of the B2B buyer has changed considerably and marketers need to adapt accordingly. We also know that buying groups spend a significant amount of time conducting their own research before even talking to a company’s sales representative. The reason boils down to a lack of trust that needs to be filled. Join us as marketing and sales expert Dustin Tysick (VP of Revenue, Testimonial Hero) talks to us about how video testimonials can help to close that trust gap. During our...

In the world of B2B, creating quality content that is relevant, insightful, and useful for your target audience is necessary and expected. We also know that content distribution is just as important as content creation, yet many B2B companies still stop short at using their own channels. There is value in creating partnerships in earned media and building out your distribution channels. Join us as B2B content marketing expert Samantha Lloyd (Co-Founder and Managing Director, Skeleton...