B2B Marketers on a Missio‪n‬ EINBLICK

It’s another one of those “buzzwords” that we hear so frequently these days, yet many continue to face difficulties in improving their company’s search engine optimization (SEO) strategy. In this week’s interview, SEO expert John Vuong (Owner, Local SEO Search) talks to us about the crucial components to successful SEO, some of the most common mistakes and solutions, and how companies can improve their website ranking. He also elaborates on some significant changes that he’s seen in the past year and stresses the importance of having a solid SEO strategy.

When it comes to the customer journey on online platforms, there are several factors that we need to consider. On this week’s episode, Lukas Hänsch (Buying Journey Specialist, Pathmonk) elaborates on what B2B companies can do to continuously improve the customer journey online. He also talks to us about the importance of leverage data to qualify leads and enhance conversions, why it’s crucial to understand at which stage of the journey potential prospects are, and how to nurture leads the right way.

It’s a crucial component in so many aspects, but in the world of B2B it tends to get overlooked a lot: brand storytelling. On this week’s episode, we have a conversation with Steve Brown (Director of Corporate and Executive Communications, Cadence Design Systems) about how B2B organizations can tell their brand story in a way that resonates with employees, clients and partners. He also elaborates on some of the most common mistakes, the key components of a good brand story, the latest trends and predictions, and about how to create alignment within the organization to tell the story of a brand.

A solid strategy coupled with the right implementation tactics are paramount for B2B companies to succeed in digital marketing. In our conversation with digital marketing expert Jasmine Matirossian (VP of Marketing, TÜV SÜD Americas Inc.), we discuss how B2B companies can adjust their strategies based on changing market dynamics, why an omni-channel as well as an “outside in” approach are imperative for success, and how marketers can draw inspiration from B2C campaigns and activities in order to improve their digital marketing.

“Working well remotely” and “managing teams online” have now not only become buzzwords, but also sought-after skills that every manager needs. On this week’s episode, we talk to B2B SaaS expert Vedran Rasic (Director of Marketing, VanillaSoft) about managing teams and budgets for B2B marketing in startups as well as larger organizations. He also elaborates on how to set up a strategic B2B SaaS framework and ideal customer profiles, the importance of planning short-term sprints, future trends, and how to avoid the “shiny object syndrome” while leveraging opportunities to grow strategically.

It seems to be a buzzword in B2B marketing recently: account-based marketing, or ABM. But what is the right ABM approach that will help B2B firms to generate greater returns? We have an engaging conversation about this with Kristina Jaramillo (President, Personal ABM). During our discussion, Kristina talks about what a lot of organizations are getting wrong with ABM, some of the key things that they need to consider when investing in ABM, what has changed in the landscape as a result of the pandemic, and how organizations should build alignment in order to drive ABM success.