B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing
421 episodes - English - Latest episode: 5 months ago - ★★★★★ - 14 ratingsIf you do B2B content marketing, you know that Content is King ... And queen, prince, duke, duchess--the whole damn court! Bottom line, for B2B marketers, content and content strategy are crucial. In this show, we explore the art & science, the opportunities and challenges, of B2B content marketing strategy, including:-What makes some content "sticky" and other content entirely forgettable-Scaling content without sacrificing authenticity and originality-Creating content with a point of view-Producing thought leadership content that actually leads-Repurposing content-Measuring content ROIJoin me, Jeremy Shere, as I discuss these and many more important and fascinating topics with B2B marketers, demand generation and growth professionals, and content marketing leaders from across the B2B landscape.
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Episodes
What you can learn from dog training about training and leading people w/ Joanna Bowzer
February 01, 2024 10:00 - 30 minutes - 70 MBIf you have a dog, you know that we tend to treat dogs like people. Furry, barking, chewing, slobbering people ... But you know what I mean. We know dogs aren't the same as people, but their behaviors and personalities are so aligned with human behaviors and emotions that we treat them like people. Anyhow, I bring this up because I came across a LinkedIn post the other day about what you can learn from dog training about training and leading people. The author of that post is my guest to...
Writing in your boss's voice w/ Oleksii Klochai
January 30, 2024 10:00 - 28 minutes - 65.2 MBI think most B2B marketers would agree that it's important for a company's leaders to be visible on social media, sharing ideas and stories. But most CEOs and other leaders don't have time to write articles and LinkedIn posts and such, and so the task falls to a copywriter, who does some research and, ideally, interviews the CEO and then tries to write something in their voice. The degree to which this process works to produce content that comes across as authentic and impactful depends on t...
Crafting a great elevator pitch w/ Jarie Bolander
January 25, 2024 10:00 - 39 minutes - 91.1 MBIn our age of remote everything, the elevator pitch is a bit of an anachronism. When's the last time you pitched an idea in an elevator? But the concept is still relevant and important! If you're in marketing or sales, you need to be able to explain what you offer is a way that's succinct, clear, and compelling ... and do it in about 30 seconds or less. Now, crafting a great elevator pitch isn't exactly quantum theory ... but it's not easy, either! And in fact, according to my gues...
Re-examining the bottom of the funnel w/ Lashay Lewis & Tas Bober)
January 23, 2024 10:00 - 22 minutes - 52.3 MBWe're all familiar with The Funnel ... We know there's a top of the funnel, a middle, a bottom ... and everything in between. The top is where we just try to make prospects aware that we exist ... And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy ... and we marketers do our part by supplying bottom of the funnel content to help get them over the fini...
How marketing can produce truly valuable leads w/ Quincy Johnson
January 18, 2024 10:00 - 16 minutes - 37.3 MBOne of the biggest sources of tension between marketing and sales is the quality of leads. From the point of view of sales, marketing qualified leads, or MQLs, are notoriously iffy, derived from people downloading gated content and signing up for newsletters and so on. Marketing hands these leads over to sales, thinking, we've done our part! But sales turns around and says, these leads are garbage! People who download an ebook or whatever are not necessarily in the market. We need leads ...
Seeing marketing from a sales perspective w/ Joel Barker & Karl Steiner
January 16, 2024 10:00 - 26 minutes - 60.5 MBIn some very basic way. the purpose of marketing is to support sales. And so it stands to reason that the more marketers know about how sales actually works, the better. But marketers often have only a hazy understanding of what motivates salespeople and HOW they sell. I know that was my experience when I worked as a copywriter in the medical device industry. I actually went through sales training and did ride alongs with reps. But still, in my day to day work I wasn't really seeing things f...
Producing content that sales people use and value w/Nicholas Loise
January 11, 2024 10:00 - 24 minutes - 57 MBThere's nothing more frustrating for marketers than pouring your heart and soul into a piece of content, only to have sales reps ignore it or use it the wrong way. My guest on this episode has lots of experience dealing with this issue. He is Nick Loise, founder of Sales Performance Team, a leading fractional sales leadership and new business development firm. We talk about what causes marketers to produce content that sales people don't value or understand and what marketers can do to ...
How to become a speaker w/ Juli Lassow
January 09, 2024 10:00 - 28 minutes - 65.8 MBHave you ever thought about getting into speaking? If so, then this episode is for you. Juli Lassow, an entrepreneur, founder of JHL Solutions, and a frequent speaker. We talk about how to get started with speaking, how to overcome the fear of public speaking (right up there with death as many people's #1 fear!), how to use speaking opportunities to market yourself and your business, and much more! The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners c...
The value of importance of "buystander" personas w/Matthew Lewsadder
January 04, 2024 10:00 - 27 minutes - 62.1 MBBuyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buyer personas typically DON'T take into account are the whopping 95% of your market that's not in buying mode. Woul...
Using content with product user and lifecycle data Ashley Litzenberger
December 19, 2023 10:00 - 20 minutes - 47.7 MBIt stands to reason that the most effective content is content that's informed by data. Specifically, data about what customers value about a company's products and services. The better you design a piece of content to speak to the specific needs, desired outcomes, and preferences of the people you're trying to sell it to, based on what you learn from your current customers, the better that content is likely to perform. Actually doing this, though, is easier said than done. My guest to...
How podcasting can boost personal growth w/ Bryan Huhn
December 12, 2023 10:00 - 38 minutes - 87.7 MBPodcasting can be a great way to reach and engage an audience, create and repurpose a lot of content, and have meaningful conversations with people you want to get to know. But starting a podcast can ALSO be a powerful driver for personal growth. In this episode, Bryan Huhn, a financial advisor and host of the Affordable Freedom podcast, talks about how podcasting has helped him become more confident in meeting and having conversations with new people, becoming a better listener, and much ...
The art & science of interviewing
December 05, 2023 10:00 - 26 minutes - 61.3 MBInterviewing is easy, right? You just ask a bunch of questions, record the answers, and that's it. Of course, if you're a regular listener or if you know me at all, you know that's not true. Interviewing at a high level is an art & a science, involving complexities that are hard to appreciate until you encounter them. For example, people in positions of power, such as a CEO, are often very careful during interviews to not say the wrong thing. And so they lapse into corporate jargon and bland...
Building a website yourself vs. hiring a pro w/ Niki Clark
November 28, 2023 10:00 - 24 minutes - 55.9 MB4 years ago, when I started Connversa, I built a website using Wix, the drag and drop DIY website platform. But I felt a little weird about it, because I had it in my head that REAL websites are built on Wordpress ... AND that a website I built myself just wasn't good enough. And so, after a few years, I hired a company to build me a real, professional Wordpress site. But did I HAVE to do that? Maybe, instead of paying a lot of money to get a brand new website, you can opt for hiri...
The keys to producing better case studies w/ Emily Amos
November 21, 2023 10:00 - 19 minutes - 44 MBWe all know that case studies are among the most useful kind of content any B2B company can have. According to the 2023 SaaS Marketing Case Studies report, from Uplift Content, SaaS marketers ranked case studies as the most valuable type of content to increase sales. Other reports have found similar results in other industries. But the Uplift report also found that only 12% of SaaS marketers are very satisfied with their case studies. So, there's apparently lots of room for improvement. ...
Is your content an empty Trojan Horse? w/ Dale Harrison
November 14, 2023 10:00 - 28 minutes - 64.5 MBThe basic idea of content marketing is to publish stuff that's not all about your products and services but instead about your audience, their problems and pain points. At this same time, though, content DOES need to point to, or maybe gesture towards, your brand and your solution. Which can be tricky. How do you create content that's not so product and brand focused as so come across as overtly sales-y, while at the same time making a clear connection between the educational content you're ...
Creating content that differentiates w/ Adam Robinson
November 07, 2023 13:28 - 31 minutes - 71.5 MBWe create content with the aim of standing out and showing our audience how we're difference and valuable. But given the volume of content being published every day, that's hard to do. There's no secret silver bullet to solving that puzzle, but there are some basic principles that can guide us. Adam Robinson, founder of Strategexe and, more recently, Markexe, sheds light on what companies can do to differentiate through content. The B2B Content Show is brought to you by Connversa, helpin...
What most entrepreneurs get WRONG about building a website w/ Luke Netti
October 31, 2023 08:00 - 22 minutes - 26.2 MBSo, you have an idea for what you're sure will be a killer new business. The first thing you should do is build a website, right? I mean, how else will people be able to find you? Sure, there's still a lot of stuff you need to figure out, but you can always update the website as you go. Or, maybe not. Maybe a website ISN't the first thing you need. In fact, maybe it's more like the LAST thing. To help us unpack this, my guest is Luke Netti, a website strategist and Webflow specialist...
Why demand gen matters more than lead gen W/ Deanna Shimota
October 26, 2023 12:54 - 26 minutes - 24.8 MBDemand gen. Lead gen. What do these terms mean, what's the difference, and which is more important for B2B marketers? In this episode, Deanna Shimota, founder and CEO of Growth Mode Marketing, talks about why b2b marketers should prioritize demand gen over lead gen and what it looks like to build a high-powered demand gen engine. Check out Dianna's podcast, The Demand Gen Fix. The B2B Content Show is brought to you by Connversa, helping you create a month's worth of difference-mak...
Mitigating the risks of generative AIw/ Susan Peich
October 24, 2023 07:00 - 18 minutes - 24.8 MBChatGPT has taken the world of marketing by storm, for better and for worse. And by worse, I'm referring to all sorts of questions about privacy and the accuracy of information, intellectual property rights, deep fake technology, and on and on. In short, AI presents us with incredible and tantalizing possibilities, but also with a lot of risks, many of which we're only just beginning to understand. And if you're a B2B marketer and you're using AI or you're going to use it, you need to b...
Mitigating the risks of generative AIw/ Susan Peich
October 24, 2023 07:00 - 18 minutes - 24.8 MBChatGPT has taken the world of marketing by storm, for better and for worse. And by worse, I'm referring to all sorts of questions about privacy and the accuracy of information, intellectual property rights, deep fake technology, and on and on. In short, AI presents us with incredible and tantalizing possibilities, but also with a lot of risks, many of which we're only just beginning to understand. And if you're a B2B marketer and you're using AI or you're going to use it, you need to b...
The problem with "hooks" in copywriting w/ Derek Pollard
October 19, 2023 04:00 - 50 minutes - 69.2 MBOne of the tenets of good copywriting is that you must have a strong "hook." Something to grab the reader's attention and keep them reading. At least, that's advice you commonly hear. But what is a "hook", exactly, and is using one the best or only way to get attention? My guest today has a problem with the concept of the "hook," and he's here to tell us why. Derek Pollard is the owner of Constellar Creative, a marketing and thought leadership agency for financial planners. Derek ...
Marketing when your company pivots to profitable growth w/ Mitch Solway
October 17, 2023 07:00 - 21 minutes - 29.3 MBBack in the good old days, when interest rates were super low and money was cheap, most tech startups were in full-on growth mode, using all that sweet sweet VC money to grab as much market share as possible and worrying about profits later. But today, when access to cheap capital has dried up, those same startups have had to pivot on a dime and start making a profit! And so, marketers at those companies have had to pivot, too, while seeing their budgets cut and headcount shrink. Adapti...
Marketing when your company pivots to profitable growth w/ Mitch Solway
October 17, 2023 07:00 - 21 minutes - 29.3 MBBack in the good old days, when interest rates were super low and money was cheap, most tech startups were in full-on growth mode, using all that sweet sweet VC money to grab as much market share as possible and worrying about profits later. But today, when access to cheap capital has dried up, those same startups have had to pivot on a dime and start making a profit! And so, marketers at those companies have had to pivot, too, while seeing their budgets cut and headcount shrink. Adapti...
What is product-led growth? w/ Steve LaChance
October 12, 2023 04:00 - 28 minutes - 32.1 MBOnce upon a time, in the olden days, sales held the key to b2b growth. If buyers wanted to learn about a product or service, they had little choice but to talk to a salesperson and hope for the best. More recently, since the rise of the internet and social media, marketing grabbed the keys, cranking out and endless stream of blog posts and white papers and ebooks and videos to engage the large percentage of buyers who prefer to do their own research before talking to anyone in sales. O...
Best marketing use cases for generative AI w/ Brad Smith
October 10, 2023 07:00 - 29 minutes - 34.3 MBThere was a lot of hype around generative AI when ChatGPT debuted, how it was going to replace human writers and so on. But now that the dust has settled a bit, I think there's a growing consensus that AI isn't quite ready to take over for human writers and other creators. Which begs the question, what exactly IS gen AI good for? To help us answer this question, my guest is Brad Smith, a serial entrepreneur who owns three companies, codeless, wordable, and uSERP, all in the b2b marketing...
What most B2B marketers don't get about YouTube w/ Ben and Matt Tompkins
October 05, 2023 07:00 - 39 minutes - 53.6 MBYouTube is a mysterious beast. At least, it is to me. It's one of the world's most powerful search engines, yet the vast majority of videos get very little engagement. Which might be just a little concerning if you spend a lot of time and money producing video content. What keeps all of us on the video bandwagon, I think, is the vast POTENTIAL for leveraging video and YouTube as a marketing channel. My guests for this episode, Matt and Ben Tompkins, co-founders of Two Brothers Creat...
Tapping the default mode network to spark creative marketing ideas w/ Stephanie Scheller
October 03, 2023 07:00 - 18 minutes - 17.2 MBHave you ever spent a lot of time trying to solve a problem, and you just can't figure it out, so you give up and maybe take a break to clear your head ... And then, when you're not really thinking about it, when you let your mind wander, a solutions pops up seemingly out of nowhere? That happens to me a lot. In fact, I get a lot of my best ideas when I'm not thinking about anything in particular. It's like my brain is just kinda doing it's own thing, independent of me trying to force ...
Tapping the default mode network to spark creative marketing ideas w/ Stephanie Scheller
October 03, 2023 07:00 - 18 minutes - 17.2 MBHave you ever spent a lot of time trying to solve a problem, and you just can't figure it out, so you give up and maybe take a break to clear your head ... And then, when you're not really thinking about it, when you let your mind wander, a solutions pops up seemingly out of nowhere? That happens to me a lot. In fact, I get a lot of my best ideas when I'm not thinking about anything in particular. It's like my brain is just kinda doing it's own thing, independent of me trying to force ...
Why B2B brands should be on Instagram and TikTok w/Jake Hurwitz
September 28, 2023 04:00 - 29 minutes - 39.9 MBIf you're the founder or head of marketing a b2b startup, you might see building a presence on Instagram and TikTok as a waste of time. If your audience isn't active on those platforms ... or if you're not sure if they're on those platforms, why spend time and money creating content for them? But ... is that true? Is there value in being active on Instagram and TikTok for b2b startups and, if so, how exactly does b2b marketing work on those apps? In this episode, Jake Hurwitz, founder...
Why B2B marketers need to take risks and not play it safe w/ John Miller
September 26, 2023 07:00 - 32 minutes - 44.6 MBAs a b2b marketer in 2023, is it better to play it safe and not take risks ... Or to be bold and adventurous and break new ground? I'm guessing that most of our listeners, as well as b2b marketers generally, would agree that it's best to take risks and be bold! But that's apparently easier said than done. Because so much b2b content copies what's already out there ... in other words, plays it safe. And so, it's worth thinking about what NOT playing it safe looks like, how to do it,...
How generative AI is changing the SEO game w/ Liam Carnahan
September 21, 2023 07:00 - 28 minutes - 38.6 MBSEO is always changing. From its earliest days, when SEO first became a thing, it was never static. But now, with ChatGPT technology increasingly being built into search engines, we're at an inflection point with SEO. As it becomes increasingly less necessary to click through to websites to get answers to questions, how can marketers adjust their SEO strategies to keep traffic flowing to their website? Is website traffic flow still a metric worth chasing? This episode's guest is here ...
How generative AI is changing the SEO game w/ Liam Carnahan
September 21, 2023 07:00 - 28 minutes - 38.6 MBSEO is always changing. From its earliest days, when SEO first became a thing, it was never static. But now, with ChatGPT technology increasingly being built into search engines, we're at an inflection point with SEO. As it becomes increasingly less necessary to click through to websites to get answers to questions, how can marketers adjust their SEO strategies to keep traffic flowing to their website? Is website traffic flow still a metric worth chasing? This episode's guest is here ...
The secret to creating great thought leadership content w/ Bob Buday
September 19, 2023 07:00 - 24 minutes - 33.9 MBThought leadership and content marketing are often lumped into the same category. But they're not the same thing. You might say that thought leadership is a type of content marketing, but it's a very particular type, and producing it at a high level requires a particular set of skills, like Liam Neeson in the movie Taken. To help us unpack the concept of thought leadership and what it takes to produce really good thought leadership content, my guest is Bob Buday. Bob is founder and ceo ...
The secret to creating great thought leadership content w/ Bob Buday
September 19, 2023 07:00 - 24 minutes - 33.9 MBThought leadership and content marketing are often lumped into the same category. But they're not the same thing. You might say that thought leadership is a type of content marketing, but it's a very particular type, and producing it at a high level requires a particular set of skills, like Liam Neeson in the movie Taken. To help us unpack the concept of thought leadership and what it takes to produce really good thought leadership content, my guest is Bob Buday. Bob is founder and ceo ...
Content marketing that puts ROI first w/ Ira Belsky
September 14, 2023 07:00 - 21 minutes - 30.1 MBOne of the biggest issues in b2b content marketing is ROI. Specifically, attributing revenue growth to to all the blog posts, videos, ebooks and other pieces of content you publish. It's hard, even damn near impossible, to draw a straight line between content marketing activity and growing the bottom line. Which can make it challenging to make the case for content marketing when it comes to budgeting and headcount. There's no magic formula or simple fix. But today's guest is here to e...
Why B2B companies are leaving Twitter w/ Stephanie Schwab
September 12, 2023 07:00 - 19 minutes - 18.3 MBThere been a lot of turmoil surrounding the company formerly known as Twitter, now called X. And apparently, at least some B2B brands have left the platform. If you run marketing at one of those companies, or your company is thinking about leaving the platform, you may be wondering if that's a good idea and, if it is, where you should focus your social media efforts instead. With us today to explore those question is Stephanie Schwab, founder and CEO of Crackerjack Marketing. We get in...
B2B marketing with memes w/ Jacob Nomafo & Jonah Blackburn
September 07, 2023 14:28 - 20 minutes - 23 MBI'm a gen Xer. When I was in the bloom of youth, being gen X was as cool as it got. But now, of course, it's been a long time since my generation has been surpassed in the coolness department ... first by Millenials, which I guess are gen Y ... and now by Gen Z! Members of the Z generation are many things, for better and for worse. One thing they definitely are is very much online, and online they are masters are the meme -- those repurposed images and video clips with witty captions that ...
Aligning content strategy and growth strategy w/ John Vetere
September 05, 2023 07:00 - 23 minutes - 32 MBWe can all agree that the best content strategy is one that aligns with your growth strategy. After all, you're not creating content just for the hell of it. It's a means to an end--the end being to get the attention of prospects and, ultimately, drive growth. But that's easier said than done. Many content marketers find themselves trapped in the infamous content hamster wheel, churning out blog posts and ebooks and social posts with no clear ROI. My guest today is here to help us e...
Are b2b companies turning away from content marketing? w/ Mark Evans
August 31, 2023 07:00 - 25 minutes - 34.9 MBB2B content marketing has been going strong for a while now. In fact, it's become so dominant that even before ChatGPT, there was a prevailing sense that there's TOO MUCH CONTENT! Now, with generative AI enabling every content marketer and their mom to crank out even MORE content at warp speed, it's harder than ever to break through the noise with content that actually gets the attention of your audience. It's enough to make you wonder ... have we reached an inflection point in the evol...
Are b2b companies turning away from content marketing? w/ Mark Evans
August 31, 2023 07:00 - 25 minutes - 34.9 MBB2B content marketing has been going strong for a while now. In fact, it's become so dominant that even before ChatGPT, there was a prevailing sense that there's TOO MUCH CONTENT! Now, with generative AI enabling every content marketer and their mom to crank out even MORE content at warp speed, it's harder than ever to break through the noise with content that actually gets the attention of your audience. It's enough to make you wonder ... have we reached an inflection point in the evol...
How to do quality in-house research w/ Becky Lawlor
August 30, 2023 12:24 - 24 minutes - 33.3 MBOne of the best things you can do to create original content is to base it on original research. Which is, of course, easier said than done! It's not just a matter of time and money, although both are factors. It's also about understanding HOW to do research, even if just on a small scale. For example, if you're going to send a survey to your customers, how do you craft survey questions that will result in quality data? And what exactly do you do with the data once you have it? To...
Tips for marketing to Gen Z w/ Ian Baer
August 24, 2023 07:00 - 21 minutes - 29.2 MBSomething I've realized recently is that I've turned into an old fogey. The fact that I just used the term "old fogey" is one sign of that! What I mean is that I'm old enough that I look at younger generations and I'm just kinda mystified. It was all I could do to get my head around Millenials and what they're all about, when here comes Gen Z, ready to take over! I have Gen Z kids, so I have some clue. They're very much online ... they spend a ton of time on social media and on thei...
How to be a great podcast guest w/ Mike Begg
August 22, 2023 07:00 - 29 minutes - 39.9 MBThere's a lot that goes into being a great podcast host. And there's ALSO a lot that goes into being a great podcast guest! Sure, you can just show up and wing it; some people are good at that. But the right kind of preparation can elevate you from being a solid or even really good guest to being a GREAT guest that podcasts want to have on their show again and again. Mike Begg is Co-founder and CEO of AMZ Advisers, a firm that helps brands and manufacturers grow their Amazon sales cha...
Podcasting as a solopreneur w/ Olivia Luper
August 17, 2023 07:00 - 33 minutes - 45.7 MBI'm a big advocate for podcasting as a marketing channel, as you know. But I know that it can be a big lift for companies to get a show up and running and to build an audience. Podcasting is especially challenging for solopreneurs, who on top of running their business have to learn how to run a podcast and be a podcast host! Hats off to any solopreneur who can make it work, because podcasting can add tremendous value. I'm very glad to have with me today one such entrepreneur, Olivia L...
Applying the 80/20 rule to SEO w/ Kevin Roy
August 15, 2023 07:00 - 23 minutes - 32.7 MBSEO makes me feel a little guilty. Because I know it's important and that I probably should being doing a better job on SEO. Part of my problem, I think, is that when I have looked into SEO, it feels just complicated and time-consuming enough that, and I feel just intimidated enough, that I don't do anything about it. One thing that's helped recently, though, is a discussion I had with SEO expert Kevin Roy, CEO of Greenbanana, an SEO and digital marketing agency, about the Pareto princip...
How to produce killer short-form videos w/ Corey Alderin
August 10, 2023 07:00 - 20 minutes - 28 MBIf you had to rank content types from most valuable to least, you'd probably put video right at the top, or at least near the top. That's what most of the surveys and state of the industry reports say, anyhow. But when you start to explore video, you soon realize that it's complicated! There are different types of videos ... some work better than other for certain platforms. One of the most popular is the short-form, vertical style video -- Instagram calls them reels, YouTube calls them...
How to use podcasting as the ultimate networking tool w/ Liat Kozuch
August 09, 2023 07:00 - 28 minutes - 38.7 MBWe've talked many times on the show about the value of podcasting as a content marketing strategy. A big part of the value is using a podcast as a way to get to know people who can help you grow your business--potential clients and referral partners, current customers, and so on. But for those who aren't already using podcasting in this way, it might not be clear how it works ... How do you get people you don't already know to be guests on your show ... How do you turn prospects into...
Has AI established a new content "floor"? w/ Chad S. White
August 08, 2023 07:00 - 28 minutes - 32.2 MBIf you're a content marketer, you probably know the name Rand Fishkin. He's founder of Spark Toro, and basically a go-to source for innovative ways of thinking about and doing content marketing. Anyhow, Rand published a blog post this past April titled "AI-generated content is the new floor." The post can be summed up in a single sentence: "If your content isn't better than what AI can produce, it's not worth making." I came to Rand Fishkin's article by way of another article, "The Futu...
How "Blushies" help this professional service provider stand out w/ Katrina Neil and Mallory Dietl
August 03, 2023 07:00 - 15 minutes - 18.1 MBThinking "outside the box" can be a double edged sword. (Two metaphors packed into a single short sentence; not too shabby, eh?) Done well, defying convention can help you stand out. But thinking TOO FAR outside the box can make you seem just plain weird and untrustworthy. It's important to strike a balance. That's what Katrina Neil and Mallory Dietl, co-founders and owners of Key Grip Virtual, do to great effect with what they call "Blushies," cartoon figures they use on their website...
The "digital twin" concept to align marketing and sales w/ Greg Mischio
August 02, 2023 07:00 - 21 minutes - 24.7 MBWe all know that sales-marketing alignment is crucial. Yet for many companies it's hard to get those groups aligned. Because ... It's all too easy for marketers to get trapped inside the marketing bubble and lose sight of the fact that the entire point of marketing is to enable sales For Greg Mischio, owner of and strategic director at Winbound, a B2B digital sales and marketing agency, content only works when it's designed to enable salespeople at every stage of the sales process. And...