Ep. 84: How B2B Marketers Can Stand Out and Have a More Strategic Role - Interview w/ Stacey Danheiser

How B2B Marketers Can Stand Out and Have a More Strategic Role

To be more competitive, it is important for B2B organizations to rise above all the “digital noise” in the marketplace. To achieve this differentiation, marketers need to be able to take on a more strategic role.

How do they “get that voice at the table”? What core competencies do they need to be able to stand out?

Join us as we take a deep dive into this topic in this week’s conversation with marketing expert Stacey Danheiser (Founder & CMO, SHAKE Marketing). During our discussion, Stacey talks about why many B2B companies are drowning in a “sea of sameness”, what mistakes to avoid, and the importance of conducting market research. Stacey also talks about the five competencies she believes every B2B marketer needs to stand out and how they can take action to position themselves and their companies more strategically.

https://youtu.be/E663nQLgFlk

Topics discussed in this episode:

• 6 reasons why B2B companies are falling into the trap of ‘playing it safe’: [1:35]
  • Working in mature industries
  • Working in an organization that’s “risk averse” with regards to marketing
  • Inexperienced executives
  • Inward looking team
  • Being locked in an organization / industry mindset that hasn’t changed much
  • Pure laziness
• The importance of conducting research and have the right strategy in order to stand out. [11:04]
• The 5 competencies that every B2B marketer needs to stand out. [20:27]
• Stacey explains how marketers should prioritize and build their competencies [42:57]
• Stacey’s tips on how marketers can manage expectations when dealing with senior management. [46:33]

Companies & links mentioned in this episode:

• Stacey Danheiser on LinkedIn 
• SHAKE Marketing 
• Soar marketing society 
• The “Standout Marketing” Book 

Click here to access the episode key takeaways

Transcript

SPEAKERS

Christian Klepp, Stacey Danheiser

Christian Klepp  00:00

Welcome to B2B Marketers on a Mission, a podcast for B2B marketers that helps you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. Each week, we talk to B2B marketing experts who share inspirational stories, discuss our thoughts and trending topics, and provide useful marketing tips and recommendations. And now, here’s your host and co-founder of EINBLICK Consulting, Christian Klepp. Welcome, everyone to this episode of the B2B Marketers on a Mission podcast, where you get your weekly dose of B2B marketing insights. This is your host Christian Klepp. And today I am joined by someone who is on a mission to help professionals elevate their impact as B2B Marketing Leaders. So coming to us from Pompano Beach, Florida, where I’d much rather be right now, Stacey Danheiser, welcome to the show.

Stacey Danheiser  00:49

Yes. Thank you so much for having me.

Christian Klepp  00:52

It’s a pleasure, Stacey. And I’m really looking forward to this conversation, because it’s so it’s about a pretty important topic, if I do say so.

Stacey Danheiser  00:58

Right? Absolutely. Yes, me too.

Christian Klepp  01:01

Okay, so let’s kick off the conversation with something that you and I discussed in our previous conversation. Many B2B marketers and their companies, for that matter. They’re drowning in this whole sea of sameness, as they call it, right. And they’re trying to stand out amidst all this digital noise. So I guess the first question is going to be two pronged. So why do you think that this is the case in the world of B2B marketing? And why do you think that organizations have an abled this play it safe approach, which has ultimately led to a lack of differentiation?