Claim OwnershipTHE 414 - B2B Marketing Podcast
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© 2018-2021 James Rostance
Description
Insights & wisdom from the greatest minds in B2B marketing.
Every episode is designed to help you directly expand and enhance your professional knowledge with every episode.
No fluff or filler, simply high quality interviews with the leading and brightest stars in B2B marketing.
Filmed and broadcast live The 414 is available as both a video and audio podcast.
The 414 is the UK's #1 B2B Marketing Podcast, presented by James Rostance.
www.The414.net
Every episode is designed to help you directly expand and enhance your professional knowledge with every episode.
No fluff or filler, simply high quality interviews with the leading and brightest stars in B2B marketing.
Filmed and broadcast live The 414 is available as both a video and audio podcast.
The 414 is the UK's #1 B2B Marketing Podcast, presented by James Rostance.
www.The414.net
87 Episodes
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As we come out of the pandemic there’s expected to be a sizeable economic boom.
But in order for you and your company to benefit fully from it there is one key quality which will determine just how well you do...
Adaptability will be the deciding factor, but ahead of that you need to have a clear understanding of what you’ll need to re-think and re-evaluate.
Buyers want to be confident that they will be successful if they purchase and implement your product or service.
As a marketer you can help speed up sales cycles and provide higher quality marketing qualified leads if you address these confidence issues in your content.
The goal is to become buyer-centric and position everything you put out so that at every touch point it’s helping address the issues which need to be tackled before a purchase decision in your favour can be made.
Connected TV , or CTV for short is how nearly the majority of us watch or consume television.
Previously, television advertising only really suited B2C brands.
But CTV offers advertisers the ability to target customers in a way which traditional linear broadcast television never could.
Marketing when taught is skewed to very large companies such as IBM, Caterpillar and Oracle.
Revenue is generated by the entirety of the business, not just the top line of sales and marketing.
The most expensive way of testing anything is to launch it and to see if it works.
However, that’s often how things are done when it comes to new campaigns and website launches
Scientists base everything they do on the relentless testing of ideas to either prove or disprove concepts BEFORE rolling them out.
As a B2B marketer, you can make a huge impact on your company’s sales figures by taking the lead on a very particular type of personalisation.
Pitch decks are a classic request for ‘the colouring in department’.
But gone are the days of a one-size fits all slide show to give to sales teams.
Do almost dread being asked what do you?
If you do, then there’s a way to change that.
The concept of an elevator pitch is as American as waffles and bacon.
But the concept really does work, even for the British, who’s reserved nature would otherwise have us avoid at all costs the concept of talking to a complete stranger in a closed confident space.
Tracking where leads, and ultimately sales come from is getting harder by the day.
In fact, buyer journeys have become so complex, that what used to work is likely not giving you an accurate picture today.
But it doesn’t stop there.
Because when you factor in the desire to help direct sales teams on which leads they should focus on for maximum conversion opportunities, you’d be incredibly lucky if what you have in place, is still serving you as best as possible.
Your customers will likely set about searching for information that will help them with their problem or need before looking for companies to provide the necessary product or service.
As a marketer it’s important to fully appreciate Google’s mission to customers, which is to provide the best search results possible.
At the forefront of making B2B marcomms more authentic, along with connecting with your audience on an emotional level is the ability to communicate as we would speak normally.
Who’d have thought that we’d have to make a concerted effort NOT to write or produce content which has the same flow and comatosing qualities of the terms and conditions section of vehicle hire agreement.
Having a six figure budget and dedicated team large enough to fill your local TGI Fridays is awesome for running ABM campaigns.
But small teams should not be dissuaded if the prize is big enough!
Winning large accounts, particularly through ABM is often a lengthy and hugely resource intensive process.
But rather than going head-to-head and competing on the same terms, what if you took the gloves off and re-wrote the rules of engagement?
Washing the dishes and dealing with data have something in common.
Unless you wash the dishes you'll be in trouble the next time that you want to eat.
The same is true for your marketing data.
Washing the dishes and dealing with data have something in common.
Unless you wash the dishes you'll be in trouble the next time that you want to eat.
The same is true for your marketing data.
Free alcohol, always being the funniest person in the room, invites to glamorous events as well as being the envy of friends for their chosen career path.
Of course, professional comics also enjoy those kind of perks too, but what can B2B marketers learn from a professional comedian?
One of your key skills as a B2B marketer will be in producing epic content. Let's not be shy about that!
And it's borderline heartbreaking when your hard work in producing content goes to waste.
But sadly, that is typically the norm rather than the exception.
Your funnel, or specifically your marketing funnel map is supposed to be your definitive guide for how leads eventually become customers.
But what if that map is not a true representation of how things are, and how things work in the real word?
What if there were certain assumptions or biases at play when it was conceived and codified?
As a B2B marketer you're in a much better place to help drive efficiencies and profitability for your company than you might think.
In fact, it really is an opportunity for you to shine.
Every piece of software that your company uses makes up your tech stack, but you're likely in a better position than anyone else to investigate and strategise what other tech or software could be adopted to improve efficiencies, lower costs, reduce time and of course increase profitability.
Agile development is a process which can benefit B2B marketers, and it originates from software development.
Back in 2001 a group of software engineers got together to create a framework to facilitate adapting to changes as projects developed.
If you've ever been asked to put on an event at a drop of a hat, or to 'work a bit of marketing magic' on the creative equivalent of someone's last will and testament, then that's exactly how your SEO team feels when you ask them to get you ranking high on Google for anything and everything.
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