B2B Buyer Enablement, Community and Marketing Effectiveness

Unicorny

English - December 19, 2023 04:00 - 40 minutes - 55.6 MB
Marketing Business business marketing audio branding social media m&a video marketing agency marketing strategy in house Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: 32. Crossing the Chasm with Geoffrey Moore

Next Episode: 34. Unicorny Christmas party

In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B.

Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders.

The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their strategies with business objectives and effectively communicate the value of their efforts.

About Richard O'Connor

Richard’s career spans B2B and B2C media, events and SaaS. He has run commercial teams at several leading private and public businesses, including Centaur,  The Independent Newspaper, UBM, Informa and RELX. He also led a multi-year commercial transformation programme for UBM, which involved the design and delivery of a sales and marketing operating model in EMEA, Asia and the US. He was also part of the integration team following the acquisition of UBM by Informa.

Richard currently leads B2B Marketing, a Community Intelligence business with a portfolio of specialist conferences, awards, marketing services and Propolis - the multi-award winning global community for B2B Marketing Leaders. Launched in 2021, Propolis has grown rapidly into the go-to community for many of the world’s leading B2B brands.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Richard O'Connor | Dom Hawes

Websites: B2B Marketing | Selbey Anderson

Timestamped summary of this episode

00:00:00 - Introduction and Marketing Challenges

00:02:42 - Propolis: Community Intelligence in B2B Marketing

00:06:27 - The Broken Client-Agency Model

00:10:30 - Haggling vs. Trading in Negotiation

00:12:22 - Shifting Focus to Buyer Enablement

00:12:48 - Rethinking Sales and Marketing Alignment

00:13:40 - Buyer Enablement and Sales Role

00:15:19 - Joint Responsibility for Revenue Generation

00:16:31 - Community Engagement and Procurement Challenges

00:20:01 - Importance of Strategic Alignment and Outcome-driven Approach

00:26:01 - Centralization and Decentralization in Marketing

00:28:23 - Language and Understanding ROI

00:31:18 - Marketing Effectiveness and Propolis Community Index

00:37:45 - Christmas Wishes and Future Discussions

00:38:49 - Wrapping up the Holiday Season

00:39:12 - Festive Greetings

00:39:19 - Show Wrap-up

This podcast uses the following third-party services for analysis:

Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy