141 episodes

This show aims to serve marketers and digital entrepreneurs in B2B industries, and provide them with an opportunity to listen to quality content that will motivate them to succeed as well as strategically pivot their businesses.

Listen to sound bites that will encourage you to think differently, and get inspiration from interviews with B2B marketers, digital entrepreneurs, as well as industry experts who will share their stories, achievements, and key lessons on how to continuously improve your marketing in order to scale.

B2B Marketers on a Mission EINBLICK

    • Business
    • 5.0 • 12 Ratings

This show aims to serve marketers and digital entrepreneurs in B2B industries, and provide them with an opportunity to listen to quality content that will motivate them to succeed as well as strategically pivot their businesses.

Listen to sound bites that will encourage you to think differently, and get inspiration from interviews with B2B marketers, digital entrepreneurs, as well as industry experts who will share their stories, achievements, and key lessons on how to continuously improve your marketing in order to scale.

    How to Leverage Podcasts as Part of Your B2B Marketing Strategy

    How to Leverage Podcasts as Part of Your B2B Marketing Strategy

    For the most part, podcasting is still a largely underutilized component in a B2B company’s marketing strategy. With a good strategic approach and consistency, B2B podcasts can help companies build relationships with ideal customers in ways that cannot be achieved through conventional methods.

    That’s why we’re talking to B2B podcasting expert Robb Conlon (Founder, Westport Studios) about how companies can incorporate podcasts into their marketing strategy. During our conversation, Robb discussed why there are still so many untapped opportunities in B2B podcasting and which pitfalls to avoid. He also explained how to get buy-in from senior management for podcasts, the importance of understanding who your ideal listeners are, and provided some actionable tips.

    How B2B Companies Can Leverage SMEs for Strategic Differentiation

    How B2B Companies Can Leverage SMEs for Strategic Differentiation

    Many B2B companies talk about trying to have some kind of strategic differentiation, yet they resort to creating content that is generic and not insightful. How can they turn this around and provide a perspective that’s truly differentiated and helps to build them as an authority in their space? The answer lies in how content marketers can leverage the company’s subject matter experts (SMEs).

    That’s why we’re talking to B2B content marketing and AI expert Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) about how companies can utilize SMEs for strategic differentiation. During our conversation, Jeff explains why “the rise of the SME” is already here and what pitfalls marketers should avoid. He also talks about how to get buy-in from SMEs, and how they can shed light on key insights that will be instrumental in creating the right marketing assets.

    • 52 min
    How B2B Marketers Can Build Greater Trust

    How B2B Marketers Can Build Greater Trust

    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 “buy-in” from the C-suite?

    That’s why we’re talking to B2B marketing expert Gee Ranasinha (Founder & CEO, KEXINO) about how marketers can build trust with senior management and other business units. During our conversation, Gee discussed the pitfalls marketers should avoid, the importance of understanding your audience, and why it’s imperative to find those internal champions within the organization.

    • 41 min
    How to Develop the Right Personas for Better B2B Content

    How to Develop the Right Personas for Better B2B Content

    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 Consulting) about how B2B marketers can develop the right personas to adapt the B2B messaging across the funnel. During our conversation, Naomi highlighted the pitfalls to avoid and how marketers can leverage customer research to create personas that are actually useful. She also talked about the importance of mapping B2B messaging across the customer journey and at different stages of the funnel.

    • 34 min
    How to Create Truly Differentiated B2B Content

    How to Create Truly Differentiated B2B Content

    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 Commute) about how B2B marketers can develop truly differentiated content. During our conversation, Joe highlighted the pitfalls to avoid and why boring B2B content is a thing of the past. Joe also discussed the importance of conducting research and why B2B marketers should build relationships with subject matter experts (SMEs).

    • 43 min
    How to Market Complex Products to Engineers

    How to Market Complex Products to Engineers

    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 Petrova (CEO, Nullspace) about how B2B marketers can market complex products to engineers. During our conversation, Masha talked about the pitfalls to avoid and how marketers should probe properly to extract better insights from engineers. She also talked about the importance of finding an engineer who can be the subject matter expert and advocate for the company.

    • 51 min

Customer Reviews

5.0 out of 5
12 Ratings

12 Ratings

Mssk725 ,

Love this podcast

Lots of engaging convos around b2b marketing with actionable insights

ThemRaf ,

Fantastic podcast!

A fantastic podcast. Christian has some great conversations.

RachelSF ,

A must-listen for B2B marketers!

This is a great podcast for any B2B marketer who wants to stay on top of the latest trends, learn best practices, and discover what other marketers are doing to drive results for their businesses.

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