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.
How Content Marketing Done Right Drives Your Revenue Organization
Content marketing is more than distributing thought leadership and offering eBook downloads to attract leads. Your organization’s content can continue to serve your revenue organization (and your customers) as they interact with your sales and customer success teams.
But your content can’t serve anyone if your team doesn’t know where to find it or can’t be reasonably sure it’s up to date and on-brand.
Sales enablement plays a pivotal role in making sure the entire revenue organization has the tools and content it needs, And when it’s working, the right content, at the right time, for the right customer or prospect helps create those “these people get me” feeling we all aim to achieve.
RELATED EPISODE: Does Your Sales Enablement Match the Modern B2B Experience?
In this episode of B2B Nation, we talk to Nikki Dawson, head of EMEA marketing for sales enablement platform Highspot. Nikki discusses how it is that as much as 70 percent of the content organizations create goes to waste, what’s working in demand gen for Nikki and her colleagues around the world, and how marketing, sales, and sales enablement can better work together in an effective revenue organization.
2:17: Investing in and creating content is just the first challenge
5:14: How is Highspot helping its customers solve sales enablement challenges?
7:58: What’s working for Nikki’s team in their demand gen efforts?
9:00: How do different marketing tactics perform in different global regions?
10:40: What is Nikki’s favorite tool (other than Highspot)?
Do We Under-Value ‘Experience’ in our B2B Marketing Efforts?
Content marketing is one of the most popular and effective marketing tactics in B2B, but has the content evolved to keep up with the audiences?
Experiences and interactivity are more commonly found in B2C marketing efforts where the audience is large and the resources are often more plentiful than in the B2B space. It’s simply difficult to justify the cost of the developers and designers needed to create interactive experiences.
Juan Rubio is the CEO and co-founder at Genially, a platform that allows users to create interactive experiences without the need to code or have a deep understanding of design. The idea for Genially came from Juan’s background as a biologist, where he longed for affordable tools that made complex topics like climate change and green energy easier to understand.
RELATED EPISODE: Zero-Party Data and the Future of Interactive Content
In this episode of B2B Nation, we are talking to Juan about the opportunity for interactive content creation, where interactive experiences go from here, and what Juan loves about what he does.
2:58: Why don’t we see more interactive content in B2B marketing?
7:03: “When we are talking about communication, we’re talking about marketing and learning.”
7:40: Where do interactive content and experiences go from here?
8:55: What does Juan think is the best part of what he does?
10:08: What is Juan’s favorite tool?
Zero-Party Data and the Future of Interactive Content
Online quizzes and product builders seemed to find a home on the Internet the week after it was invented. And while you might joke about the answer you received when you took that quiz about the type of superhero you would be or the pet dinosaur you should own, you’re generating real data when you answer those questions.
Data generated on a company’s website and then used by that company is called zero-party data, and it’s valuable because no one else has it. That makes zero-party data a goldmine for marketers.
In this episode of B2B Nation, we talk to Saksam Sharda, creative director and CIO at Outgrow.co, about zero-party data and the future of interactive content. While quizzes and product selection tools are almost as old as the Internet itself, the future of interactive content could someday include artificial intelligence, machine learning, and personalization at scale.
RELATED EPISODE: How to Build a Content Strategy Across the Buyers’ Journey
Imagine combining the power of AI technology with an easy-to-use, low-code, or no-code platform everyone can use. That makes generating third-party data at scale possible and drives business outcomes. What kind of superhero are you then?
2:23: What is the killer application for interactive content? Is it zero-party data generation?
4:30: What is Outgrow.co’s approach to interactive content?
6:00: Where does interactive content go from here?
8:18: What has the Internet forgotten about the way people choose products?
10:25: What did Saksham learn about marketing over the past two years?
13:30: What is Saksham’s favorite tool?
How to Build a Content Strategy Across Your Buyers’ Journey
How well do you understand the content you have and the gaps that exist in your content strategy? Creating content at scale requires a level of visibility that many editorial organizations struggle to achieve and which many B2B marketing organizations can’t even imagine.
Jeff Coyle is the co-founder and Chief Strategy Officer at MarketMuse, which built a platform that uses AI to help build out a holistic content strategy that helps brands and publishers demonstrate expertise and meet their buyers across the journey.
In this episode of B2B Nation, Jeff discusses his approach to content strategy, how he convinces content purists that data and AI are the tools they’ve been waiting for, and what the future of B2B content looks like amidst industry consolidation and complicated partnerships.
RELATED EPISODE: You’ve Scaled Your B2B Creation. What happens next?
2:23: Jeff explains his approach to content creation.
3:46: The inputs Jeff looks for to inform content creation.
6:09: “You need to be there at every stage of the experience.”
8:03: How does Jeff convince content purists to rely on data and AI?
16:26: Where does B2B content go from here?
25:33: Jeff predicts consolidation around B2B tech and content.
27:29: “What’s Google going to do?”
29:38: What are Jeff’s favorite tools?
You’ve Scaled Your B2B Content. What Happens Next?
Scaling B2B content creation remains a significant challenge for many companies. The demand for content assets, including papers, videos, and articles for marketing, the website, sales outreach, and more never seems to end.
With the right mix of in-house resources, reliable partners and freelancers, and clever strategies, B2B vendors can scale their content creation to help meet the demand. But that isn’t the end of your content challenges. Keeping all of that content consistent in voice, up to date as your brand and products evolve, and in compliance with industry regulations remains a requirement.
Christopher Willis is the CMO and Chief Pipeline Officer at Acrolinx, a content governance solution that uses artificial intelligence to help keep your content up to date and aligned with your brand.
On this episode of B2B Nation, Christopher discusses content creation and governance, content effectiveness, pipeline creation, and more.
2:36: How does Acrolinx help marketers improve the quality and impact of their content?
6:20: The connection between content governance and content impact.
9:35: The challenges of scaling and maintaining content in the enterprise
17:09: How Christopher got the title Chief Pipeline Officer.
21:00: What are the important lessons about marketing Christoper learned over the past two years?
23:38: What is Christoper’s favorite tool?
How to Get Your Organization Started with Revenue Operations
Many organizations are putting Revenue Operations roles in place and growing the role into an entire team. But confusion around the RevOps role, the functions it performs, and where it goes as the revenue team matures continue to be an issue at many organizations.
Revenue Operations is not the same as a Salesforce Admin, but in-depth knowledge of your organization’s CRM is vital to the role. Nor is RevOps simply a sales operations job, as it should support the entire revenue organization from marketing to customer success. And maybe that’s why a definition of RevOps is so hard to develop.
In this episode of B2B Nation, we talk to revenue operator Asia Corbett from Bread Financial about how to grow the RevOps function at your organization, how to grow into a RevOps role yourself, and how RevOps will evolve in the short and the long term.
2:15: Asia’s thoughts on getting started in RevOps
4:49: The first step in developing a RevOps roadmap
7:43: What are the common misconceptions around the RevOps role?
10:40: What kind of experience makes someone a good fit for RevOps?
14:47: What would we be discussing about RevOps one year from now?
18:00: What is Asia’s favorite tool?
Learned a lot
Light but informative with great topics.
Insightful and engaging!
It's clear that Mike puts extraordinary effort into connecting his listeners with engaging and actionable content across the board. No matter the subject, you’re guaranteed to gain something from every episode - can’t recommend B2B Nation enough. 🙌
The ultimate podcast for B2B marketers
Absolutely love B2B Nation! It truly is the podcast for B2B marketers by B2B marketers. This podcast is a must for any marketer in the B2B space. There are so many takeaways from every single episode. The host, Mike, always knows what questions to ask the guests and keeps us listeners engaged the whole time. This podcast also has a great theme song. Looking forward to hearing new episodes!