#b2bmarketing

Steve Goldhaber chats with Brian Macreadie, a B2B marketing pro with 25+ years of experience, about the power of creativity in competitive industries. They share case studies on marketing with limited budgets, the key components of effective marketing, and the significance of bravery and creativity in overcoming industry challenges.

For new marketers, Steve and Brian offer advice such as understanding clients, integrating technology, and surrounding oneself with experts. They also explore Brian's unique background in physics and software development. Ultimately, they conclude that boldness is the key to success in marketing, leading to increased brand awareness and engagement.

Key takeaways from this episode:

• The importance of creativity in industries with fierce competition and how it can be used to stand out from the crowd.
• Case studies on budgeting constraints when marketing and the effectiveness of marketing broken down into its key components.
• Advice for B2B marketers starting out in their careers, such as understanding clients and their culture, integrating technology with marketing, pushing boundaries, and surrounding oneself with people who excel in areas where one may lack expertise.
• Boldness is key when undertaking marketing projects as it results in increased brand awareness, client engagement, and higher read rates.

Tune in to this episode to discover how creativity can help your business succeed. Don't forget to subscribe to the Interesting B2B Marketers Podcast for more informative and engaging episodes.

Connect with Brian Macreadie and Steve Goldhaber on LinkedIn.

In this episode of Interesting B2B Marketers, Steve sat down with Steffen Hedebrandt, Chief Marketing Officer & Co-Founder of Dreamdata. He shares his experience on how defining an ideal customer profile (ICP) and leveraging social selling on LinkedIn can help companies increase their momentum and growth.

Steffen also shared his experience with his first full-time job in marketing, which involved working with a partner who had created an online marketplace for vintage music instruments. They had 10,000 vintage music instruments listed on their website, and the goal was to get physical shops to upload their products to the website. Steffen's favorite marketing tactic at the time was search engine optimization, as they needed to get their guitars and other vintage instruments to appear at the top of Google search results to attract demand to their website. They managed to grow their organic traffic significantly, but were not able to monetize it effectively, and the company ultimately failed. Steffen learned the importance of connecting marketing tactics to revenue to avoid going bankrupt.

In this episode, Steve interviews Christine Bailey, a B2B marketing expert who shares her experience creating a new market category for a regulatory technology (RegTech) software company. Christine discusses defining a purpose-driven value proposition, conducting research, using color psychology, building a scalable revenue marketing engine, optimizing websites and lead flow, and creating unique messaging strategies. They also talk about the value of facing challenges to create better opportunities and gain valuable insights into marketing efforts.

Don't forget to check out the episode and join in the conversation by using the hashtag #InterestingB2BMarketersPodcast.

Connect with Christine Bailey and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Maneesh Sah, Founder and CMO of Rave Marketing Partners, shares his expertise on effective communications and marketing strategies.

Maneesh introduces the "three Cs" model, which focuses on content, capability, and campaigns, and discusses how his company's global leadership team developed this successful strategy. He emphasizes the importance of having the right metrics in place to support commercial outcomes and shares insights into staffing a marketing team to support heavy content creation. 

Tune in now to learn from Maneesh Sah about how you can transform your marketing approach.

Connect with Steve and Maneesh. 

In this episode, Stephen Kemish, Founder & CEO of Intermedia Global Ltd., discussed how his company helped a global tech company stand out in various markets by conducting an audit and mapping their content by genre and stage. They discovered that creating more educational content was the best way to sell and market the technology effectively. Stephen emphasized the importance of being helpful and awakening ideas, which taught them the importance of understanding the needs of the audience.

The conversation then shifted to the topic of AI in marketing, particularly in content creation. Stephen shared his insights on how AI is already capable of creating interstitial content like social media posts and emails, which frees up humans to focus on more intelligent tasks. He also warned about the compound problems that AI can cause with search engine optimization and the potential dangers of AI replacing humans in decision-making roles.

Connect with Stephen Kemish and Steve Goldhaber on LinkedIn.

Getting your business to take risks and try new things establishes your brand positioning and upscales your content marketing. Join Glenn LaFollette, a content marketer and storyteller for brands, as he discusses the importance of finding a story to activate a brand launch and why effective storytelling is crucial in B2B marketing to create effective and engaging stories that can reach a wider range of audiences across multiple mediums. 

Glenn also talks about his first B2B and content job that has helped him shape his marketing career and the valuable lessons he learned during his transition from journalism to marketing. Listen in as he highlights the impacts of Artificial Intelligence (AI), how it provides new opportunities for content creation, and how can it be the new partner of content creators to help them produce better content. Hover that play button now and also find out how you can engage your audience virtually!

Connect with Steve and Glenn on LinkedIn. 

Gini Dietrich is a seasoned PR professional who started her career in a traditional PR firm but quickly realized that it wasn't the best way to grow a business. This PR maven is the mastermind behind the PESO Model and has been shaking up the industry for over 17 years. From social media to content creation and paid media, Gini will be sharing her insider tips and tricks for combining paid, earned, shared, and owned media to achieve marketing goals.

Whether you're looking to level up your PR strategy or simply want to stay ahead of the curve, this is one episode you won't want to miss! So grab your headphones and let's get ready to learn from the best!

What you’ll learn from this episode:

• The importance of having a balanced approach between vision and data-driven insights to drive results.
• The need for accurate analytics, a data-driven team, and patience to drive long-term results through multi-touch attribution.
• The importance of knowing your target audience. Find out how having a clear understanding of your audience's interests can lead to more effective content creation.
• Discover the significance of having a robust data and analytics system in place to measure your marketing efforts and drive results.
• Learn how testing and iterating different types of content can help you determine what resonates best with your target audience.
• Explore the importance of having a team of experts and the right resources to craft compelling content that your audience will love.
• Learn about the shift in marketing from sales enablement to storytelling and how to align with the values and culture of your target audience.
• Discover the importance of moving from a self-centric approach to a customer-centric approach and how content creation can be used to articulate your company's values while also addressing the pain points and issues of your audience.

Tune in to this episode to learn how to shift from sales enablement to storytelling and align with your target audience's values and culture. Steve and Gini explore the benefits of a customer-centric approach and how to create content that addresses their pain points and needs. Join them for an informative and entertaining journey toward a more impactful marketing strategy!

Connect with Steve and Gini on LinkedIn.

Bob Buday is an experienced thought leader and author of the book "Competing on Thought Leadership." With 36 years of experience in the field, Bob is considered one of the pioneers of thought leadership and has been in the profession even before the term was coined.

In this episode,  you will learn:

• How unexpected disruptions, such as a power outage, can lead to deeper connections and meaningful conversations among conference attendees.
• Learn from Bob's experiences organizing B2B events for thought leadership marketing and networking, focusing on helping clients improve and featuring speakers and thought leadership practitioners.
• Learn how the content distribution method for thought leadership has evolved over time, specifically regarding channels such as internal publications, prestigious management journals, and public speaking and running conferences.
• Learn how management consulting companies can use thought leadership, such as creating high-quality content through a publication, to position themselves and justify charging premium fees.
• Learn how to create a successful business book by starting with an outline, finding a book agent and publisher, avoiding skipping the structured outline stage, and using prose to develop an argument.
• Learn how to leverage a published book to expand your event marketing program and pitch to well-known publications such as Harvard Business Review to increase reach and interest in your book.
• Learn how to evaluate and improve thought leadership content by following the criteria of relevance, clarity, rigor, and evidence and structuring the argument efficiently for the average business executive to understand and follow.

Connect with Bob and Steve on LinkedIn.

Steve sits down with Eric Sawitoski, an award-winning creative executive with 20+ years of success devising brand strategies and marketing solutions to increase ROI through digital innovations, experiential marketing, and campaign execution.

Eric is the Chief Marketing Officer at WNDR Museum, and a Strategic Advisor at ELAW CREATIVE, and an Advisory Committee Member at Workvana.

Listen in as Eric talks about his experience doing marketing in the pre-internet era and the timeless principles which he found apply to today’s market. He speaks on the difference between reactive marketing (“order-takers”) and proactive marketing (problem-solving which contributes to the bottom line).

Eric and Steve give their thoughts on maintaining a customer-led business no matter the size of the organization. “You don’t build brands for yourself,” explains Steve. Rather, you build it for the customer, and that customer needs to be the one making those big decisions.

Eric closes the conversation by inviting us to ask ourselves: “How are you focusing on your customer so that your offering aligns with what the opportunity spend is? If you don’t have insight into that, you’re throwing spaghetti at the wall to see what sticks.”

Connect with Steve and Eric on LinkedIn.

Clay Stelzer is the founder and CEO of 15Sixty, a company with a mission to help people become better versions of themselves. In this week's episode of the Interesting B2B Marketers podcast, Clay shares his own entrepreneurial journey as well as valuable tips for other aspiring business owners.

Get ready to be inspired and learn from one of the most highly accomplished entrepreneurs in the industry!

In this episode, you will learn:

• How executive teams can benefit from feedback, personal growth, and team coaching. 

• How to handle difficult conversations with people with a reputation for not listening or cutting people off. 

• What it's like working with a large software company and building a team coaching practice. 

• How to create an atmosphere of creative friction where ideas are discussed openly and with respect. 

If you enjoyed this podcast episode, be sure to subscribe to the show and leave a review.

Connect with Steve and Clay on LinkedIn.

Steve sits down with Steve Lafontaine, Senior Director Of Marketing at Granicus, a software company that provides the first and only civic engagement platform for the public sector.

Trusted by over 6,000 global government agencies, the platform connects people and government with a unified experience that integrates websites, online services, digital communications, and more to serve every resident equally and inclusively.

Listen in as Steve explains the ins and outs of working with a B2G (Business-to-Government) company and knowing when it might be beneficial to all parties to publish data that your company exclusively owns.

Creating a proprietary index can be an invaluable marketing tool, particularly if tailored to the top 20 players in your industry. When creating this index, Steve recommends the hub-and-spoke model, with an emphasis on the hub. The meatier the hub, he says, the more opportunities you have to recycle and reuse content.

Ultimately, it pays to be strategic about which data or content to withhold and which to share freely. Exclusivity, for its own sake, does not automatically translate to more dollars. Being cognizant about the value you bring to your ideal client, as well as the most appropriate way to present that value, is what distinguishes the best B2B marketers from the rest.

Connect with Steve Goldhaber and Steve Lafontaine on Linkedin.

Steve sits down with Ryan Paul Gibson, Founder of Content Lift, which makes use of investigative interviews to help marketing teams find more customers. Their process gives clarity and consensus on why customers are choosing your brand; allowing you to develop fresh messaging, campaign and copy ideas; and overall offer better insights on how to spend marketing dollars.

Ryan also serves as a Senior Marketing Specialist for the software company Rewind on a contractual basis, helping them with messaging, content, PR, and branding as they build out their core team. Finally, Ryan is the Principal at RPG Marketing, a boutique firm focused on content and product marketing.

Listen in as Ryan explains the fascinating and often frustrating gap between the pro-research and anti-research camps and how to speak the customer’s language in order to close that gap. He breaks down the principles of effective qualitative customer research in helping to sketch out a roadmap of your ideal customer’s buyer journey.

Ryan also speaks on the unique opportunities that today’s B2B landscape brings when it comes to letting one’s marketing creativity shine. He encourages marketers to embrace their curiosity and follow their instincts, while at the same time taking care to validate and iterate their ideas to cut through the noise.

Connect with Steve and Ryan on LinkedIn.

Steve sits down with Christopher Willis, Chief Marketing & Pipeline Officer at Acrolinx, the only AI platform that uses a unique linguistic analytics engine to “read” all your content and provide immediate guidance to improve it.

Chris started as a web developer but quickly became interested in business and marketing in the tech industry. Let's learn from Chris as he discusses the qualities that make the best marketers, the importance of curiosity and proactivity in problem-solving, and many other insightful stories.

Connect with Christopher Willis on LinkedIn.

Steve sits down with Andra Zaharia, a freelance content marketer with ten years of experience as a communication specialist. She has focused on the infosec industry for five of those years.

A self-proclaimed “cyber-realist”, Andra helps her clients make smarter decisions as they navigate our fast-paced and ever-evolving information society. Her work involves helping organizations build scalable content systems, alongside promoting cybersecurity literacy to make products accessible to a wider audience.

Listen in as Andra illustrates the power of community as she shares her time in the startup world, where she juggled the no-nonsense demands of growing a company with her values-driven approach to business and marketing.

She then shares her top lessons learned about mentorship while being part of one of the first cohorts of Seth Godin’s altMBA. Also, in line with her belief in ethical marketing that puts the human first and top-of-mind, Andra talks about one of the biggest pitfalls in marketing cybersecurity: overreliance on automation over high-touch interactions.

Connect with Steve and Andra on LinkedIn.

Steve sits down with Sarah Wallace, a consultant at Forrester. She has over 20 years of experience working as an industry analyst and thought leadership marketer while providing consulting and advisory to C-level executives on both the vendor and practitioner sides.

Over the years, Sarah has consulted for such companies as Futurum Research + Analysis, Oracle, IHS Markit, TimeTrade, and Informa. She has been cited by Forbes in their list of top mobile influencers, was chosen to attend the first Tory Burch Foundation Ambition Summit for women, was selected for Seth Godin's AltMBA program, and was featured in Audi's "Pay Your Dues" campaign.

Listen in as Sarah shares some of the most interesting projects that she had the opportunity to contribute to. These include a social media campaign leading up to the launch of a wearable tracking device for individuals who have a tendency to wander off; as well as conducting a survey for the Gen-Z retail space for a tech startup.

Sarah explains that thought leadership fundamentally revolves around providing value to one’s audience rather than pitching products to them. For B2B marketers, this involves building authority by doing a thorough research in a given space, as well as focusing on addressing pain points over selling products on a white paper.

Connect with Steve and Sarah on LinkedIn.

Steve sits down with Matthew Hunt, Founder of Automation Wolf, a communications and demand generation company which helps busy B2B founders/CEOs create all their LinkedIn content in one hour each month.

Matthew has built three B2B profitable companies in the last 13 years and has been hired by hundreds of businesses to help them implement his marketing and sales strategies. Some of these companies include RE/MAX, Valvoline, FedEx, Chef's Plate, League, and TouchBistro.

Listen in as Matthew breaks down his ultimate B2B demand generation system, which he calls the “three-pillar system”. This involves creating short-form, long-form, and controlled-form content to develop the know, like, and trust factor among those who come across your brand.

Matthew also discusses “content networking”: creating content through interviews, summits, and other avenues that allow you to promote other thought leaders and industry experts while bolstering your own credibility as a brand.

Connect with Steve and Matthew on LinkedIn.

Steve sits down with Riaz Kanani, Founder and CEO of Radiate B2B, to dive deep into his best strategies for winning in the world of B2B.

Listen in as Riaz shares how B2B firms, big or small, can take advantage of ABM to target mature companies, how larger organizations can distinguish themselves by building landing pages that drastically cut down the time and effort needed to get that first conversation with a potential customer and his best practices for conducting nurture campaigns.

Connect with Riaz Kanani on LinkedIn.

In this episode, Ethan Beute joins Steve Goldhaber as they share strategies and ways to approach B2B and B2C marketing that can promote opportunities for business growth.

Find out how personal trust and marketing service exceeds click baits and other social media hacks.

Follow Ethan on LinkedIn and check out his books - Human-Centered Communication: A Business Case Against Digital Pollution and Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience.

With the rapid digitalization of business over the last few years, B2B marketers are being pushed to pivot, adapt, and innovate their marketing tools and strategies. So, are you keeping up?

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber is joined by Manny Rivera, VP at Salesforce, to share real stories and insights on marketing technology, customer acquisition, and the future of B2B marketing.

Tune in to hear Manny also shed light on how he first got started in B2B marketing and what he enjoys most after 30+ years of marketing. Then, he shares his expert advice for new, aspiring B2B marketers in 2022 and beyond.

Plus… Manny shares his current favorite martech tools, his biggest marketing pet peeve, and his candid thoughts on potential changes in B2B marketing in the next 5 years.

Connect with Manny and Steve on LinkedIn.

Lead Generierung ist zum zentralen Element des B2B Marketings geworden.  Und wenn man sich umhört, wird es immer herausfordernder, es erfolgreich zu betreiben.

Deswegen haben wir in der 11. Folge von "The Voice of B2B Marketing" mit Peter Rosenkranz, Gründer und Geschäftsführer der media4more GmbH gesprochen.
Er ist seit 20 Jahren ein leidenschaftlicher digitaler Marketingfachmann.
Peter hat übrigens auch seinen eigenen Podcast:-)

Und wie versprochen, hier die Informationen zu unserer Veranstaltung am 5. Oktober 2022: Business Breakfast „Studienpräsentation Digitale Leadgenerierung“
Ihr könnt euch hier anmelden - ich freue mich, ganz viele von Euch vor Ort persönlich kennenzulernen!

Wir freuen uns über euer Feedback: podcast@dmvoe.at
Mehr Informationen zu unserem Podcast und die Arbeit unserer B2B Expert Group beim DMVÖ