B2B Better
165 episodes - English - Latest episode: 6 days ago -Buying a piece of SaaS software off-the-shelf with a credit card is not the same as buying a 7-figure enterprise technology solution. So why do we try and market them in the same way?
B2B Better exists to help complex businesses understand and execute a modern-day marketing strategy. We're obsessed with long sales cycles, bespoke value props and big buying committees - and how marketing can contribute to cold, hard revenue.
Each week, Jason Bradwell sits down with industry experts to break down topics like demand and lead generation, sales and marketing alignment, positioning and messaging and ABM.
Learn more about B2B better here: https://www.b2b-better.com/
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Episodes
How to Develop Commercial Discipline as a Service-led Business
April 23, 2024 12:47 - 35 minutes - 32.8 MBIn this episode, I’m excited to be joined by Yiuwin Tsang, CEO of Disruptive Thinking. I was really interested in speaking with Yiuwin to unpack his journey in finding differentiation in an incredibly saturated sector - B2B marketing services. During this interview, he took us through his journey from a blank slate to a thriving agency, sharing his blueprint around three core pillars of growth - building the right team, implementing discipline around business development, and gettin...
How to Think About Marketing in a HYPER Niche Market
April 11, 2024 10:28 - 30 minutes - 28.2 MBIn this episode, I speak with Frans Swarttouw, Founder of GETTING THE MARKET I was really interested in speaking to Frans as a fellow owner of a creative services business - and one that is so niche in its target market to boot. How does the company differentiate from more generic, we do all things for all people, type agencies? What are the advantages and disadvantages of being so laser-focused on a specific niche? And when you have become the big fish in a small pond - what com...
How to Incorporate PR into a Multi-Channel Strategy
March 26, 2024 09:00 - 40 minutes - 36.9 MBIn this episode, I speak with Xanthe Vaughan Williams, Co-founder of Fourth Day. I started my marketing career working in PR and have always been involved in it in some way or another, working both in-house and agency-side. What has struck me over the last decade is that - particularly in B2B - there are some pretty fundamental misconceptions about what PR actually is AND how to build a programme that drives real results. During this conversation, Xanthe and I dissect the blurring li...
How to Leverage Niche Marketing for Greater Commercial Impact w/ Callum McGranaghan
March 12, 2024 11:30 - 35 minutes - 32.3 MBIn this episode, I speak with Callum McGranaghan, Director & Head of Paid Social at Social for Good. We had a great conversation on the power of niching down in service-led businesses and its impact on their prospecting campaigns - especially when combined with low-ticket, high-impact projects to get their foot in the door with new clients. Callum also shared the importance of multi-channel outreach, and how segmenting your audience profiles is crucial for standing out in crowded mar...
How To Make Anonymous Case Studies Work for You w/ Joel Klettke
March 06, 2024 03:00 - 38 minutes - 35.5 MBIn this episode, I speak with Joel Klettke, Founder of Case Study Buddy. We had a great conversation on B2B case studies - namely, how to create ones that stand out from the usual legal-has-killed-all-joy-from-this-piece-of-content crap that fills our feeds. We also covered a topic near and dear to my heart - what can I do to convince a sceptical customer to sign off a case study? There are a bunch of different methods Joel shared, but the one that stood out to me was creating an 'ano...
How to Unlock New Revenue Through Personalised Outreach w/ Nick Patterson
February 27, 2024 03:00 - 37 minutes - 34.1 MBIn this episode, I speak with Nick Patterson, Co-CEO of Storm & Shelter. We had a great conversation on how marketers in niche, service-led businesses can evolve beyond relying solely on referrals and word-of-mouth to generate new business opportunities. Nick shares how Storm & Shelter successfully developed and launched a 1:few email outreach strategy that complimented their existing marketing efforts. This was in response to the tough economic climate we find ourselves in and tough...
Ranking The 3 Major Content Distribution Buckets w/ Justin Simon [PODCAST SWAP]
December 05, 2023 03:00 - 22 minutes - 20.3 MBGot something special for you this week - a podcast swap! I always say that running a successful podcast is 40% creation and 60% distribution. And if there's someone who knows anything about effectively distributing content - it's Justin Simon. Host of the Distribution First Podcast and Founder of a consulting firm that specialises in helping B2B brands build content strategies with distribution at their core, Justin is someone I deeply respect. So, when I listened to his recent epis...
How To Reimagine Marketing in Legacy Industries (Through Media) w/ Neil Weaver
November 28, 2023 03:00 - 38 minutes - 35 MBMe and Neil Weaver - Content Creator and Editor at Modo Energy - dive into the challenges and strategies of modernising marketing in industries traditionally resistant to change. We talk about Modo's approach to content marketing, specifically its play into building a media brand. Key discussions include: The intersection of sales and marketing at Modo and the collaborative effort to produce customer-centric content. The effectiveness of video content and podcasts in storytelling an...
How to Use AI for Marketing Strategy, Not Just Execution w/ Meghan Keaney Anderson
November 21, 2023 03:00 - 24 minutes - 22.6 MBIn this episode, I speak with Meghan Keaney Anderson, VP of Marketing at Jasper. We met on stage at SaaStock in Dublin and had a fascinating conversation on the application of AI in marketing strategy. Sure, we all know how to whip up a blog post or create an image of a duck playing the trumpet. But can artificial intelligence help us with budgeting, competitive analysis, developing strategic insights, and journey mapping? That's what we set out to answer. What I love about this int...
How to Get 25 Million Podcast Downloads w/ Nathan Latka
November 14, 2023 03:00 - 33 minutes - 30.3 MBIn this episode, I speak with Nathan Latka, CEO of FounderPath. We met on stage at SaaStock in Dublin and had a fascinating conversation on his journey to create a podcast that is listened to by tens of thousands of SaaS professionals each and every month. Nathan's show - SaaS Interviews with CEOs, Startups and Founders - recently hit the 25 MILLION download mark over 3,300 total episodes. It's a masterclass in consistent, high-quality execution. We also talked at length about why g...
How to How to Rethink Trade Shows for Real ROI w/ Leslie Venetz
November 07, 2023 03:00 - 37 minutes - 34.2 MB**Thanks to Hubspot for sponsoring this episode.** Today, I spoke with Leslie Venetz, Founder of Sales Team Builder. It's budgeting season, and you know what that means! Marketers across the globe are sitting down to try and figure out whether spending a six-figure sum on a booth at a trade show is still a good idea. Especially when that booth has historically yielded little to no ROI. There has to be a better way, right? That's what Leslie and I try to answer. We sat down to discu...
How to Collaborate with Partners to Grow Your Podcast w/ Lauren Lynch
August 31, 2023 03:00 - 32 minutes - 29.8 MBIn this episode, I speak with Lauren Lynch, who previously was Director of Marketing at Set Solutions, a Trace 3 company. We had a really interesting conversation on a strategy she deployed to both fund and grow a popular podcast with IT professionals by leveraging 'Marketing Development Funds' - i.e. budget she was awarded through reseller agreements to run promotional campaigns. Lauren went right back to the start of the initiative, from how she got started, won buy-in from the C-su...
How to Do Customer-led Growth w/ Georgiana Laudi
August 16, 2023 03:00 - 27 minutes - 25.2 MBIn this episode, I talk to Georgiana Laudi, Co-founder of Forget the Funnel. We talk about why the conventional marketing funnel is fundamentally broken (so stop using it) and what needs to take its place - actually talking to customers to figure out what they need and how to build a strategic plan that moves the needle. Gia also shares a step-by-step breakdown of her Customer-led Growth Framework, developed alongside Co-founder Claire Suellentrop, how to gather insights when actual...
How to Create Compelling B2B Content w/ Amanda Natividad
July 06, 2023 15:50 - 28 minutes - 39.1 MBIn this episode, I talk to Amanda Natividad, VP of Marketing at SparkToro. We talked about how to think about modern-day content marketing in B2B - from figuring out what your audience cares about (even without talking to them) to scaling a content programme on a shoestring. Amanda also shared her thoughts on whether ChatGPT will soon drive us all out of a job. (Hint - it won't) This is a must-listen for anyone who cares about creating unique, differentiated content that customers a...
How to Become a Media Company w/ Andrew Davies
June 20, 2023 03:00 - 31 minutes - 42.6 MBIn this episode, I talk to Andrew Davies, CMO of Paddle. We talked about the recent launch of Paddle Studios - the premier new media platform for SaaS leaders - and why it exists, how the team develops, tests and ships new ideas using a 5-step framework, and how much Netflix inspired the final product. This is a must-listen for any B2B brands who have ever asked themselves "Should we build a media company?" Thanks to my friends at Sopro for sponsoring this episode. You can download t...
How to Design a Category for Your Brand w/ John Rougeux
June 13, 2023 23:18 - 23 minutes - 32.4 MBIn this episode, I talk to John Rougeux, Partner at Category Design Advisors. We talked about what category design ACTUALLY means in B2B, the eight levers to pull to build a business that is radically different, and how to think about category design against company positioning. You can learn more about John at www.categorydesignadvisors.com And the Christopher Lochhead article we referenced can be found here: https://categorypirates.substack.com/p/8-category-levers-how-to-build-a ...
How to Build an MVP Marketing Strategy for Startups w/ Lucy Heskins
May 24, 2023 03:00 - 29 minutes - 40.7 MBIn this episode, I talk to Lucy Heskins, Founder of Oh Blimey. We talked about the components of an early-stage marketing strategy, how to acquire your first paying users and whether your first hire should be in-house or outsourced. This is a must-listen for startup founders or first marketing hires stuck on where to focus time, energy and resources. *** Have you thought about launching a podcast for your brand but aren’t sure where to start? Book 60 minutes with me to brainstorm so...
Q&A on Building a Podcast for Your B2B Company
May 17, 2023 17:49 - 32 minutes - 44.2 MBRaw, authentic, slightly tired... no, this is not the description of my upcoming country album. In this episode, I take the microphone solo for an (almost) non-stop brain dump on a bunch of questions that have been asked by my podcast clients over the last few months. What's covered: How do I overcome my fear of hosting a podcast? What metrics should I measure when producing a podcast? Do you have a favourite podcast? What is it? How do I generate customer insights from my podc...
How to Produce an Owned Event: Tips from SaaSOpen w/ Danielle Messler
April 13, 2023 03:44 - 23 minutes - 32.3 MBIn this episode, I talk to Danielle Messler, Head of Marketing at Founderpath. She recently produced SaaSOpen - a 500+ person conference in New York that brought together the best and brightest from the world of software. We talked about why a brand would decide to host their own conference, how to develop (and protect!) a killer content programme, and what it means to deliver a 'defining moment'. This is a must-listen for marketers responsible for putting on owned events for their c...
How to Produce Webinars That Don't Suck w/ Mark Kilens
April 04, 2023 03:00 - 23 minutes - 32.3 MBIn this episode, I talk to Mark Kilens, CMO of Airmeet. We broke down how to create a webinar programme that doesn't make your mother want to cry with boredom. From how to structure a series to knowing what characteristics a killer host should exhibit - this is a blueprint on how to stand out from the 1,000s of terrible live video shows out there. *** I’m developing a packaged service to help B2B brands create, produce and distribute their own podcast in under 8 weeks. Includes ful...
How to Get to 100k B2B Followers on TikTok w/ Maria Erikslund and Andrew Athias
March 13, 2023 13:15 - 1 hour - 96 MBIn this episode, I talk to Maria Erikslund and Andrew Athias - two B2B marketers who collectively create content for over 110,000 construction and manufacturing enthusiasts across their brand TikTok accounts. We talk about why companies in 'traditional' sectors stand to gain big on the social network, the kind of content that resonates, and how to win over leadership on the idea of revealing all that goes on behind the scenes. Plus, no episode of B2B Better is complete without insight...
How to Position a Service-based Business w/ April Dunford
February 27, 2023 23:09 - 24 minutes - 33.7 MBIn this episode, I talk to April Dunford, Positioning Expert. April has written one of my favourite business books - Obviously Awesome - which distils down the five core components of effective product positioning. I've always wondered though - how does her methodology translate to selling services or solutions? Well, I got the answer (and then some!) on this episode of B2B Better. We also covered why positioning is not a marketing activity and how often a company should revisit thei...
[MASTERCLASS] How to Build Long-Term Demand Through Online Courses w/ Ramli John
February 15, 2023 20:57 - 9 minutes - 8.85 MBIn this episode, I talk to Ramli John, Content Director at AppCues. We discussed how he launched a series of educational courses to build demand with his target ICP. This episode of a new micro-series under the B2B Better umbrella, Breaking B2B, showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or less. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and ...
How to Run Brand Campaigns That Actually Generate Revenue w/ Kyle Lacey
February 10, 2023 10:52 - 29 minutes - 40.6 MBI sit down with Kyle Lacey, CMO of Jellyfish. We talk about how to build a balanced marketing strategy against revenue and brand targets, why investing in experiences is so important - even in this macroeconomic climate - and how a tiny Golden Llama statue generated thousands in revenue for his company. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks? Head over here: b2bbit...
How to Run Brand Campaigns That Actually Generate Revenue w/ Kyle Lacy
February 10, 2023 10:52 - 29 minutes - 40.6 MBI sit down with Kyle Lacy, CMO of Jellyfish. We talk about how to build a balanced marketing strategy against revenue and brand targets, why investing in experiences is so important - even in this macroeconomic climate - and how a tiny Golden Llama statue generated thousands in revenue for his company. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks? Head over here: b2bbite...
[MASTERCLASS] How to Drive Revenue with Direct Mail and Taylor Swift w/ Jeffrey Mack
February 01, 2023 22:00 - 9 minutes - 6.58 MBIn this episode, I talk to Jeffrey Mack, VP of Marketing at Agility. We talked about a creative direct mail ABM campaign he ran during his time at LinkedIn to 250 targeted accounts to drive new business - all inspired by Taylor Swift. This is an episode of a new micro-series under the B2B Better umbrella called Breaking B2B, which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or less. Also - why no...
How to Build and Run a Social Selling Strategy in B2B w/ Josh Krakauer
January 25, 2023 03:00 - 57 minutes - 39.6 MBIn this very first episode of a new LinkedIn Live series-turned-audio-podcast, I talk to Josh Krakauer, CEO of Sculpt. We dive into everything you need to know about social selling - what it is, why it matters, and how marketers can help BDRs excel at it. Plus, we give away some actionable tips on how to start using social media to bring in new business right away. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B ...
How to Market Your Startup feat. 7 B2B Startup Marketers
January 17, 2023 00:00 - 30 minutes - 21.2 MBIn this episode, I spoke to 7 early-stage marketers to at SaaStock in Dublin. I asked each of them the same three questions. What is the scrappiest marketing activity you've ever done? How did you acquire your first 100 customers? And if you're budget got tripled tomorrow, how would you spend it? Every answer was different, highlighting just how important it is to not take generic, one-size-fits-all marketing advice you see on social media at face value. ;) This episode is a must-li...
[CASE STUDY] How to Make Cement Sexy on TikTok w/ Andrew Athias
January 11, 2023 03:00 - 9 minutes - 6.47 MBIn this episode, I talk to Andrew Athias, Social Media & Digital Marketing Coordinator at Silvi Materials. We talked about his experience launching a TikTok account for the cement company that has racked up 11,500 followers and hit the elusive target of going viral. This is an episode of a new micro-series under the B2B Better umbrella called Breaking B2B, which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minut...
[MASTERCLASS] How to Make Cement Sexy on TikTok w/ Andrew Athias
January 11, 2023 03:00 - 9 minutes - 6.47 MBIn this episode, I talk to Andrew Athias, Social Media & Digital Marketing Coordinator at Silvi Materials. We talked about his experience launching a TikTok account for the cement company that has racked up 11,500 followers and hit the elusive target of going viral. This is an episode of a new micro-series under the B2B Better umbrella called Breaking B2B, which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 ...
How to Think Like a Media Company in B2B w/ Ronnie Higgins
January 04, 2023 03:00 - 23 minutes - 16.1 MBIn this episode, I talk to Ronnie Higgins, Director of Content Marketing at OpenPhone. We talk about the concept of a B2B company building a media company, why it works and why it doesn't and creating a culture of creativity. If you want to understand how to get off the hamster wheel of just producing content that no one cares about, this is the episode for you. Here's a link to the Disney diagram Ronnie mentioned: https://www.businessinsider.com/1957-drawing-walt-disney-brilliant...
How Can Personal Branding Help You Sell Solutions? w/ Amelia Sordell
December 09, 2022 13:00 - 19 minutes - 13.2 MBIn this episode, I talk to Amelia Sordell, Founder at Klowt Agency. We talk about how personal branding is totally different from publishing content, why businesses selling services should invest in empowering employees to think strategically about social, and what you need to get started today. If you care about how to equip your sales team with the tools they need to have customers come to them... this is a must-listen. And thanks to my friends, Transmission, for sponsoring this ...
How to Develop a Strong B2B Podcast Hook w/ Jay Acunzo
November 28, 2022 03:00 - 21 minutes - 14.7 MBIn this episode, I talk to Jay Acunzo, Creator of the Unthinkable podcast. Jay breaks down his step-by-step process of developing the premise for a new "show" (he's created over 15 of them for B2B brands), talks about the importance of optimising for resonance versus reach AND gives a behind-the-scenes peek into the logistics of pulling together a podcast like Unthinkable. If you care about the intersection of media and business marketing - this is a MUST listen. And thanks to my fr...
Developing a Strong B2B Podcast Hook w/ Jay Acunzo
November 28, 2022 03:00 - 21 minutes - 14.7 MBIn this episode, I talk to Jay Acunzo, Creator of the Unthinkable podcast. Jay breaks down his step-by-step process of developing the premise for a new "show" (he's created over 15 of them for B2B brands), talks about the importance of optimising for resonance versus reach AND gives a behind-the-scenes peek into the logistics of pulling together a podcast like Unthinkable. If you care about the intersection of media and business marketing - this is a MUST listen. And thanks to my friends...
[CASE STUDY] How One Company Invented a Trading Card Game to Drive 150+ Qualified Opportunities
November 17, 2022 21:00 - 10 minutes - 7.22 MBIn this episode, I talk to Jay Desai, Head of Marketing at Captivate Talent. We talked about how he invented a legitimate trading card game (think Pokemon) to drive 150+ qualified opportunities from an in-person event. And he did it under 5 weeks. This is the inaugural episode of a new micro-series under the B2B Better umbrella called Breaking B2B which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or le...
[MASTERCLASS] How One Company Invented a Trading Card Game to Drive 150+ Qualified Opportunities
November 17, 2022 21:00 - 10 minutes - 7.23 MBIn this episode, I talk to Jay Desai, Head of Marketing at Captivate Talent. We talked about how he invented a legitimate trading card game (think Pokemon) to drive 150+ qualified opportunities from an in-person event. And he did it under 5 weeks. This is the inaugural episode of a new micro-series under the B2B Better umbrella called Breaking B2B which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes ...
How to Apply D2C Best Practices to Your B2B Marketing Strategy w/ Tina Donati
September 22, 2022 23:00 - 17 minutes - 12.2 MBThis interview is a bit different to other episodes of B2B Better. If you are a regular listener to B2B Better it would mean the world if you could share your feedback on whether you prefer the new format or not. Just send me an email - [email protected] And if you’ve never listened to the podcast - this would be the episode to start. I’m pretty proud of it. *** In this episode, I sit down with Tina Donati, direct-to-consumer and eCommerce expert, to talk about what D2C funda...
3 Things B2B Marketers Can Learn From Their D2C Cousins w/ Tina Donati
September 22, 2022 22:00 - 17 minutes - 12.2 MBThis interview is a bit different to other episodes of B2B Better. If you are a regular listener to B2B Better it would mean the world if you could share your feedback on whether you prefer the new format or not. Just send me an email - [email protected] And if you’ve never listened to the podcast - this would be the episode to start. I’m pretty proud of it. *** In this episode, I sit down with Tina Donati, direct-to-consumer and eCommerce expert, to talk about what D2C fundamenta...
How a Roofing Specialist Grew Its TikTok Following by 300% in Eight Weeks w/ VILPE
September 08, 2022 03:00 - 17 minutes - 11.8 MBQuick one before we get into the usual pleasantries… This interview is a bit different to other episodes of B2B Better. More guests, more narrative, more music. More… quality (in my humble opinion) If you are a regular listener to B2B Better it would mean the world if you could share your feedback on whether you prefer the new format or not. Just send me an email - [email protected] And if you’ve never listened to the podcast - this would be the episode to start. I’m pretty pr...
How to Think About Marketing After Your Company Has Been Acquired w/ Jason Bradwell
August 30, 2022 15:00 - 41 minutes - 28.7 MBWe're doing something a little different this week and sharing an interview where I'm sitting on the other side of the microphone for once. Alex Price, Founder of FINITE and Managing Director of Digital Experience at Clarity, asked me for my hard-won wisdom on running a marketing operation through an acquisition in B2B a few years back. We talked about when and how to break the news to employees, best practices around aligning two brands across a shared vision and how marketing leade...
You're Getting Acquired. Now What? w/ Jason Bradwell
August 30, 2022 14:00 - 41 minutes - 28.7 MBWe're doing something a little different this week and sharing an interview where I'm sitting on the other side of the microphone for once. Alex Price, Founder of FINITE and Managing Director of Digital Experience at Clarity, asked me for my hard-won wisdom on running a marketing operation through an acquisition in B2B a few years back. We talked about when and how to break the news to employees, best practices around aligning two brands across a shared vision and how marketing leaders ca...
How to Nail B2B Content Distribution w/ Ross Simmonds
August 23, 2022 03:00 - 35 minutes - 24.3 MBIn this episode, I sit down with Ross Simmonds, Founder and CEO of Foundation Marketing. Ross knows more ways to maximize the value of a single piece of content than I know how to complain about a slight deviation in temperature (which is a lot). We dived into the skills B2B teams lack internally to distribute their content effectively, the difference between "content user fit" and "channel user fit", and how sales teams can do more with marketing material than just pumping it out ...
What's Holding B2B Orgs Back From Effective Content Distribution? w/ Ross Simmonds
August 23, 2022 02:00 - 35 minutes - 24.4 MBIn this episode, I sit down with Ross Simmonds, Founder and CEO of Foundation Marketing. Ross knows more ways to maximize the value of a single piece of content than I know how to complain about a slight deviation in temperature (which is a lot). We dived into the skills B2B teams lack internally to distribute their content effectively, the difference between "content user fit" and "channel user fit", and how sales teams can do more with marketing material than just pumping it out on Li...
How to Set-Up a CRM to Not S*** The Bed w/ Will Aitken
August 16, 2022 16:00 - 28 minutes - 19.6 MBIn this episode, I sit down with Will Aitken, Evangelist at SalesFeed and Speaker and Subject Matter Expert at Vidyard. We talk about how to set-up a CRM to work for sales, marketing and the wider business, why a self-built platform never makes sense and how to persuade people to actually use the tool in their day-to-day. This is FUNDAMENTAL stuff to running a successful B2B GTM strategy. You can follow Will on LinkedIn here. And on TikTok here. Also - why not check out my weekl...
How to Get TikTok Famous in B2B w/ Emily Brady
August 03, 2022 13:00 - 34 minutes - 23.7 MBIn this episode, I sit down with Emily Brady, Creative Content Lead at Sweet Fish Media. We talk about how to build an employee advocacy programme that generates $300k in revenue, why TikTok is an exciting frontier for B2B marketers (that can produce results!) and how she pulled together perhaps the greatest rap video of all time. You can follow Emily on LinkedIn here. And on TikTok here. And read the article about employee advocacy we discussed here. Also - why not check out my ...
How to Get TikTok Famous with a Rap w/ Emily Brady
August 03, 2022 12:00 - 34 minutes - 23.7 MBIn this episode, I sit down with Emily Brady, Creative Content Lead at Sweet Fish Media. We talk about how to build an employee advocacy programme that generates $300k in revenue, why TikTok is an exciting frontier for B2B marketers (that can produce results!) and how she pulled together perhaps the greatest rap video of all time. You can follow Emily on LinkedIn here. And on TikTok here. And read the article about employee advocacy we discussed here. Also - why not check out my weekl...
How to Use JTBD as a New-Age B2B Marketer w/ Eric White
August 02, 2022 03:00 - 37 minutes - 25.9 MBIn this episode, I sit down with Eric White, Founder at Revealed. We talk about Jobs-to-be-Done - a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation predictable - how it can be applied to marketing, and how it was used by a B2B sleep technology company to avoid a product launch catastrophe. You can follow Eric on LinkedIn here. And learn more about JTBD here. Also - why not check out my weekly newsletter, The B2B Bite,...
Using JTBD as a New-Age Marketer w/ Eric White
August 02, 2022 02:00 - 37 minutes - 25.9 MBIn this episode, I sit down with Eric White, Founder at Revealed. We talk about Jobs-to-be-Done - a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation predictable - how it can be applied to marketing, and how it was used by a B2B sleep technology company to avoid a product launch catastrophe. You can follow Eric on LinkedIn here. And learn more about JTBD here. Also - why not check out my weekly newsletter, The B2B Bite, wher...
How B2B Organisations Fall Short of Private Equity Expectations w/ Krista Morgan
July 26, 2022 03:00 - 40 minutes - 27.8 MBIn this episode, I sit down with Krista Morgan, General Partner at Stage. We talk about what marketing metrics Private Equity investors scrutinise while evaluating an investment, the expectations of the modern-day B2B buyer and where Krista feels B2B organisations fall short in capitalising on a new GTM opportunity. You can follow Krista on LinkedIn here. And learn more about Stage here. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing stra...
Where Marketing Falls Short of Private Equity Expectations w/ Krista Morgan
July 26, 2022 02:00 - 40 minutes - 27.8 MBIn this episode, I sit down with Krista Morgan, General Partner at Stage. We talk about what marketing metrics Private Equity investors scrutinise while evaluating an investment, the expectations of the modern-day B2B buyer and where Krista feels B2B organisations fall short in capitalising on a new GTM opportunity. You can follow Krista on LinkedIn here. And learn more about Stage here. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy ...