B2B Nation is a podcast from TechnologyAdvice that shares expert opinions and advice for B2B marketing professionals. Listen along as Director of Custom Content Mike Pastore sits down with entrepreneurs, CEOs, and thought leaders to learn about the complex avenues available to B2B marketers.
Your Guide to Media Buying and Planning in 2021
Media buying is almost as old as marketing itself and it’s undergone similar changes to the larger marketing landscape in recent years.
There is, of course, the infusion of data into media buying. We collect it and analyze it in hopes that it will help us find our very niche audiences, which often consist of a very specific person who is part of a group of people deciding whether to make an investment.
Other changes impacting media buying include media consumption itself, which has changed significantly in the past 10 to 20 years. Or has it? Because newsletters and podcasts -- neither of which is new -- are the current darlings of online media. And there’s the year 2020, which was defined by changes that may or may not stick now that we’re in a new year.
We recorded this episode of B2B Nation at DemandFest, a half-day virtual event hosted by TechnologyAdvice. To discuss the state of media buying, we’re joined by Jason Gladu, president of Avani Media, a B2B media buying and demand gen agency, and by TechnologyAdvice CEO Rob Bellenfant, who takes some questions for Jason from the audience during the event.
How People and Processes Can Help Marketers Drive Growth
It’s hard to grow your business without marketing. Businesses that have good products and services are great. And businesses with good products and services and a strong marketing strategy are even better. But marketing isn’t the only way to grow your business.
Your business -- and even your marketing organization itself -- have hidden growth potential. If you take a look at your people, your processes, and your organizational structure, you might find it. If you’re spending most of your time planning email blasts and designing landing pages, then you might miss it.
Can you do things more efficiently? Are you using out-dated processes that don’t meet your needs or goals? Is your organization full of ad-hoc processes that haven’t kept up with your tech stack? These are among the questions to ask as you look to become more efficient and more aligned.
Joining us for this episode is Karen Kimsey-Sward, who has spent her career helping B2B leaders grow their businesses by better managing their people, their processes, and their profits.
Among the topics covered in this episode:
What are the signs your organization isn’t reaching its true growth potential?
How do you evaluate and identify areas for process improvement?
What should businesses be thinking about as we head into 2021?
SEO Techniques to Know for 2021
When a lot of marketers think about search engine optimization (SEO), they think about keywords, and maybe header tags, and backlinks. But SEO is evolving so it can keep up with developments at Google.
To talk SEO today means talking about intent, clusters, reputation, and expertise.
Harry Sanders leads an award-winning SEO agency in Australia, started an online learning resource for people who want to learn more about SEO, and has even done contractual work for Google, all by the age of 23.
Harry and his agency, StudioHawk, are the developers of the DIRTy SEO approach to search engine optimization, which focuses on Delivery, Infrastructure, Reputation and Trust as the foundational elements of a modern SEO strategy.
Among the topics we cover in this episode:
What are the best resources available to learn about SEO?
What is the concept of DIRTy SEO?
What does Harry really think about Google?
Learn more about Harry’s agency at studiohawk.com.au.
Learn more about SEO training from HawkAcademy at hawkacademy.co.
What’s the Next Stop for Your Marketing Career?
There are more roles in marketing, open to more skillsets, and more areas of interest than ever before.
The advent of marketing technology (martech), the rise of marketing operations (marketing ops), and the infusion of data and analytics into all things marketing are creating opportunities for people with talents who might not have found a home in marketing a decade ago.
Where will your career in marketing take you next?
In this episode of B2B Nation, we’re joined by Kate Carnevale of IBM, who shares her career journey, from journalism school, to political communications, to a marketing agency, to a small healthcare company, to managing global campaigns for one of the world’s most-recognized brands.
Among the topics we discuss:
--How does working for a large enterprise differ from a small business in addition to the budgets and resources?
-- How does the marketing itself change when you go to work for a global enterprise?
-- Can you still find opportunities to be entrepreneurial or “scrappy” in a large organization?
Digital Marketing for Small Businesses
If your small business lacks the expertise to understand, master, monitor, and optimize campaigns across these tactics, you might turn to someone like John Mann. John is a consultant who specializes in helping small businesses and entrepreneurs find and execute online marketing strategies that grow their business.
In this episode of B2B Nation, we talk to John about how he helps small business owners make sense of all the online marketing options available to them, the misconceptions his clients often have about digital marketing, his favorite tools, and what the future holds.
You can learn more about John Mann here: www.nashvilleseoconsultants.com/
Building Your Brand on Social Media
It takes a lot of time and energy to build a valuable brand. Your brand is more than a logo or a tagline. A good brand creates emotions and feelings, and it helps you define the moments and create the connections that lead to satisfied customers.
Think about everything that goes into your brand: Your products and services, your company culture, your voice and your messages. And then look at how quickly all of that was disrupted in a few weeks in 2020. Suddenly your brand was dealing with a global pandemic and issues of racial injustice. You probably didn’t see that coming.
Today, social media is the place where brands go to engage with customers, develop connections, and start conversations. Social media is also the place where B2B marketers can establish their own brand and share the knowledge they’ve accumulated in the field.
In this episode of B2B Nation, we talk to Chantelle Marcelle, a marketing consultant with more than a decade of experience in marketing, branding, public relations, and communications, about what it takes to build your personal and corporate brand on social media. You can learn more from Chantelle at http://www.chantellemarcelle.com/.