B2B Marketers on a Mission EINBLICK

The B2B SaaS landscape is fraught with competitors who are essentially providing similar services and features that are difficult to distinguish from one another. Many SaaS firms are stuck in this cycle of stagnation not because their products aren’t good enough, but because they haven’t amplified their uniqueness to create exponential leverage.

That’s why we’re talking to B2B SaaS expert Ton Dobbe (Founder/Chief Inspiration Officer at Value Inspiration) about how B2B SaaS companies can become more remarkable and discover their hidden values. During our conversation, Ton talked about the pitfalls that B2B SaaS companies should avoid, how they can uncover “invisible things”, and provided some actionable tips on how they could become unique and ignite further growth.

As Peter Drucker once said: “What gets measured gets done.” Too often in the world of B2B marketing, there’s a lot of confusion and conflict that arises from not knowing what to measure or what purpose the data brings. It’s important to start with a solid strategy that will tell marketers how they’re going to use measurement to address challenges.

That’s why we’re talking to measurement marketing expert Chris Mercer (Co-Founder, MeasurementMarketing.io) about how B2B marketers can effectively leverage data in a way that’s actionable and generates better results. During our conversation, Mercer highlights the pitfalls to avoid and walks us through the process of developing the right measurement marketing approach.

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.

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.

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.

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.