B2B Marketing Mindset

B2B Marketing Mindset

Marketing Demystified

Episodes

February 23, 2024 48 mins

It blows my mind that so many companies don’t know these two fundamental operational pieces that virtually ensure growth – or they do know, but execute them terribly. Bill and I talk about two Silver Bullets that make B2B companies grow. We’ll break each down so you understand how they work and share what we’ve learned from running our own B2B firms and working with hundreds of B2B clients to help them grow. Get these two ...

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Today I yell at the sky about how companies like Canva and Adobe lie about their products, disparage the marketing industry and insult their customers by showing them as goofy goobers.

These advertisements depict using their tools effectively as so easy, a child (or room of dancing interns) can do it. We’re going to watch the ads on air and take Photoshop’s generative AI feature for a spin to see if it does what it say...

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February 9, 2024 42 mins

Today we discuss the advantages of bringing in outsiders to your company to move decision making faster while making better decisions.

The concept is widely used by big companies but far fewer SMBs are familiar with the practice so they never think it’s an option.

You can bring in someone, with or without domain expertise in your industry to facilitate faster, better decision making.

Consultants can be facilitator...

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Today we are unlocking the mysteries of how publicity and PR work to help you score some sweet press.

Do you find yourself wondering “Why do my competitors get press coverage – why not us?” Join us with Master Marketer of the Week Lisa O’Neil and find out what’s up with that.

  1. Is “free press a thing?”
  2. DIY or PR Partner?
  3. What is the most important factor in getting coverage?
  4. Why do press relations? (What t...
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Today we are joined by the Master Marketer of the week Scott Thomas to talk about how to get the sales team to work with the marketing team like one big, happy family.

We’re breaking down five reasons things go south plus our final thoughts at the end where we bring it all together.

  • Different perspectives and incentives
  • Leadership sees sales as more important
  • No agreement on goals, definitions and data
  • ...
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January 12, 2024 29 mins

This week we are giving the the five DON’Ts – there are probably a lot more than five but it’s a start. It’s 2024 – last week I talked about the five things you MUST do in 2024 to thrive in the post COVID market landscape where everything has changed – except how you do marketing. Since COVID the market for every product and service has changed dramatically. If you aren’t satisfied with the results of your GTM strategy in ...

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January 4, 2024 22 mins

If you are still going to market essentially the same way you did in 2019 or earlier this year’s theme is “adapt or die”. I’m going to show you five “must do” marketing initiatives for 2024. Since COVID the market has changed dramatically – impacting every industry, every size company – at least those that survived. If you aren’t satisfied with the results of your GTM strategy in this episode I’ll give you a roadmap to tune up your...

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Today we are talking about the impact of TLC on marketing and sales – that’s Talent, Leadership and Culture not to be confused with TCB – Taking Care of Business. (That was Elvis). This is a big deal when it comes to hiring marketing and sales leadership. Wade’s company Cendea has a great process to make it work better.

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Leads, people, LEADS! Today, we’re discussing the right way to go about business to business lead generation. 

First things first: what is a lead? 

Traditionally, when we’re talking about “leads” we’re referring to someone who has shown interest in your offering, and taken some type of action towards it. 

This definition has sort of fallen out of vogue because “taking action” has become increasingly easy in the d...

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Today we are talking about focus groups. What they are, why and how to use them. Stay tuned as we share focus groups gone wrong and much more.

What is a Focus Group?

Fundamentally, a focus group is a group interview. Get a bunch of people together, show/tell them what you need feedback on, and document their responses. A facilitator guides the interview, asking questions and keeping things on topic, while allowing pa...

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In this episode of the B2B Marketing Mindset, we discuss marketing technology: what it is, how to use it, and when to use it.

Some businesses insist on jumping into the deep end of the proverbial marketing pool. Marketing technology has come a long way, and can be incredibly useful, but if you don’t do your homework, you’re just setting yourself up for failure.

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Today we are talking about sweeping changes in the B2B market that affect every company and industry and why companies are almost universally seeing lower close rates, longer sales cycles and prospects that just don’t want to talk to them. There are big changes afoot. We’ll help you understand the dynamic and give you strategies to adapt and overcome.

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The old adage “a watched pot never boils” doesn’t apply to marketing;  you need to actively monitor what you’re doing, and adjust your strategy accordingly. It seems obvious typed out, but the frequency with which companies will throw significant amounts of budget at marketing, sit around waiting for something to happen, then say “it’s not working” is startling. Listed below are some of the more tangible metrics to keep an...

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Nine Best Practices to Use LinkedIn for Sales Prospecting

LinkedIn is a powerful platform for sales prospecting. Here are five effective ways to do it right.

  1. Build a Strong Profile:
    • Your LinkedIn profile is your digital business card. Make sure it’s complete, professional, and showcases your expertise. A strong profile will attract potential prospects and build your credibility.
  2. Know Your Target Audi...
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October 6, 2023 35 mins

This is a sticky subject that upon which I hope I can shed some light. Clients often ask for a guarantee: “If I spend $ can you guarantee I’ll receive $$$?” It seems like a reasonable request. After all, clients look to marketing to help them grow their business and if an agency, firm or consultant is good, they should expect a return on their investment, right? Well, it’s not that simple. Do lawyers guarantee outcomes? Do...

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Today we are sharing some crazy stories from our many years in the marketing industry. Bill and I have worked together for three decades and we like to think we’ve seen it all. We’ve made every mistake imaginable and we like to think we’ve grown from the experience. Some of the stories are funny, others embarrassing and still others just bewildering. Join us as we take a journey back through the years to share lessons lear...

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Today we tackle a sticky subject – problematic sales prospects and how to handle them without losing the sale (unless they are REALLY problematic…) We’ve identified these six types of problematic prospects:

Control Freaks – people who absolutely NEED to control the process. It’s their way or the highway.

Know-it-alls – they know your offering better than you (or at least think they do)

Disrespectful of your time ...

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September 13, 2023 29 mins

One Size Fits All Approach: Beware of marketing firms or professionals who promote a one-size-fits-all approach to marketing. Every business is unique, and successful marketing strategies should be tailored to your specific industry, audience, and goals. If a marketing agency insists on applying the same strategy they use for all clients without considering your individual needs and circumstances, it’s a red flag. Effectiv...

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What is Thought Leadership?

Thought leadership refers to the position of being a recognized and authoritative source of innovative and influential ideas within a particular industry, field, or subject.  A thought leader is someone who is considered an expert and visionary in their area of expertise and who often drives conversations, shapes opinions, and influences the direction of that field.

Thought leaders are oft...

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