B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

In this episode, host Jeremy Shere sits down with Malte Lange, CEO of Lead Your Way, to delve into the intricacies of leveraging LinkedIn for B2B marketing. Malte shares his extensive experience in online marketing, particularly focusing on LinkedIn for the last five years. Together, they discuss common pitfalls solopreneurs, coaches, and consultants face on LinkedIn and provide actionable strategies to overcome them. Key takeaways...

In this episode, host Jeremy Shere welcomes Nick Bennett, the Chief Customer Officer and Co-founder of TACK, a media network and go-to-market firm. Nick shares his journey in B2B marketing, from being a field marketer to co-founding his own company and becoming a LinkedIn influencer. They delve into the nuances of influencer marketing within the B2B space, comparing it to B2C influencer dynamics and discussing effective strategies ...

In this episode of the B2B Content Show, Jeremy Shere interviews Lacey Budd, the Director of Content at Customer.io, about the process and challenges of producing a comprehensive industry report with limited resources. Lacey shares insights into planning, data collection, analyzing product usage, survey data, design, and distribution. She also discusses lessons learned from their first report and improvements made for the second ed...

In this episode, host Jeremy Shere sits down with Sally Lechin, the Head of Marketing at Envana, to discuss strategies for staying on a prospect's radar. Sally shares insights into her role, challenges, and strategies for building trust and engaging with prospects in the oil and gas industry. The conversation covers topics such as multi-channel marketing strategies, the importance of LinkedIn, automation and personalization, and th...

Mastering B2B Marketing Transitions: Insights and Strategies with Haley Fraser

In this episode of the B2B Content Show, host Jeremy Shere interviews Haley Fraser, the new Director of Brand and Content Marketing at Asimily, a startup focused on securing connected devices. Haley shares her experiences and strategies for successfully transitioning into new roles, especially at leadership levels, within various organizations. Key di...

If 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 a...

I 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 cont...

In 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 ...

We'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...

One 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 eb...

In 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...

There'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 ...

Have 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 bro...

Buyer 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 th...

It 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.

Actual...

Podcasting 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 con...

Interviewing 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 t...

4 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...

We 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 studi...