Ep. 217: How to Increase Your B2B Brand Visibility and Get Outcomes

How to increase your B2B brand visibility and get outcomes

The healthcare and higher education industries are some of the most highly regulated and conservative sectors in the U.S. market. For B2B marketers, it’s a delicate balance to develop creative, high-impact campaigns while maintaining compliance. When traditional marketing tactics feel stale and undifferentiated, how can marketing leaders create better brand visibility and long-term B2B growth?

That’s why we’re talking to Mariah Tang (Chief Content Marketing Officer, Stamats), who shares proven strategies on how to increase your B2B brand visibility and get outcomes. During our conversation, Mariah discussed the power of leveraging thought leadership as a trust engine. She also discussed practical steps on how marketers can activate “hidden storytellers” within their organizations to humanize their brands. Mariah shared some of the common pitfalls that marketers should avoid, and encouraged teams to tell authentic, forward-looking stories that feature both leaders and people in critical behind-the-scenes roles. She also encouraged marketing teams to challenge conventional thinking with “why” questions to co-create better strategies. Mariah also disclosed her 90-day plan to generate results using subject matter expert (SME)-led content strategy and asset remixing.

Topics discussed in episode:

[02:35] Building Trust: How getting subject matter experts and researchers in front of the audience dramatically increases earned media.

[05:31] Unlocking Hidden Stories: Practical tips for coaxing insights out of highly technical subject matter experts.

[09:36] Selling Solutions: Why B2B marketing must focus on solving human challenges rather than promoting institutional features.

[14:40] Future-Facing Storytelling: Moving past dry press releases by focusing on the future-facing impact of your work.

[20:45] Justifying Value to the Board: Addressing “vanity metric” pushback with a combination of hard data, analytics, and agile experimentation.

[25:47] Balancing Creativity and Compliance: How to involve high-level stakeholders early on to secure creative leeway and approvals.

[29:24] The 90-Day Playbook: How to convert a single high-level interview into a cross-channel content engine.

Companies and links mentioned:

• Mariah Tang on LinkedIn 
• Stamats