B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing (Jeremy Shere)

B2B 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 evolution of content marketing?

Are we at a point where B2B brands will begin to pivot away from content marketing towards ... something else?

That's the gist of a LinkedIn post that caught my eye a few weeks ago, written by Mark Evans, a fractional CMO and founder of Marketing Spark, a B2B marketing agency specializing in brand positioning and messaging.

Mark returned to the podcast to discuss where content marketing is and where it may be headed.

The B2B Content Show is brought to you by Connversa, a digital content agency that helps you create a month's worth of authority-building content in 60 minutes.

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One 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 explain how he handles the ROI issue at his company.

Ira Belsky is co-founder and co-CEO at Artlist, a creative technology company providing high quality assets for video creators.

Ira describes how being a bootstrapped company forced him to prioritize ROI and practice brandformance, a mashup of performance marketing and brand marketing.

https://www.youtube.com/@artlist_io/featured

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Once 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.

Over the past few years, especially in world world of SaaS, a new contender has emerged: product-led growth.

What is product-led growth, exactly, how does it work. and what roles do b2b marketers play in it?

My guest today is Steve LaChance, founder of discernr, helping companies with product market fir for product led growth, and author of the book Marketing for Product Led Growth: become a company leader through credibility and empathy.

Steve shares a lot of great stuff on how b2b brands can make product-led growth work to drive revenue.

The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building content in 60 minutes.

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There 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 into why B2B companies are leaving Twitter and how they can get more value from being active on LinkedIn.

The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building content in just 60 minutes.

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We 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 that means working directly with sales teams to get their input on the kind of content they need to help deliver leads that can actually be closed.

Hence Greg's concept of marketing functioning as a "digital twin" of your sales team.

If you're looking for says to better align your sales and marketing functions, this episode is worth a listen!

The B2B Content Show is brought to you by Connversa, a digital content agency that turns one hour of interviews with your subject matter experts into a month's worth of premium content for every stage of your sales funnel.

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We all know that business communities are the bomb, right?

Joining the right community can offer value in so many ways:

-connecting with like-minded people

-getting help with pressing problems

-satisfying the need for human connection

-and yes, even winning new business!

But there are better and worse ways to get maximum value from communities.

Lisa Apolinski, a content coach and founder of 3 Dog Write, is an expert on this.

(She's also the author/co-author of several books, including Persuade with a Digital Story, Grow Your Market Share in a Zombie Apocalypse, Weathering the Digital Storm, and The Most Amazing Marketing Book Ever.)

In this episode of The B2B Content Show, Lisa offers tons of insights on how to make the most of being part of communities and how to make community engagement a key part of your marketing strategy.

If you're interested in learning more about the value of communities for your business, this episode is a must listen!

The B2B Content Show is brought to you by Connversa, offering expert interviewing services to showcase your expertise and help you stand out from the crowd.

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Have 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 it to do something.

That state of what we might call daydreaming is known scientifically as the Default Mode Network, and it involves parts of the brain that are active when you're not focused on a specific task.

In this episode, Stephanie Scheller, founder of the The Impact Authority, a marketing education firm for small businesses, and founder of Grow Disrupt, a company that designs and produces multi-sensory educational experiences for entrepreneurs with ADHD, discusses the default mode network and how marketers can use it to come up with more creative marketing solutions.

The B2B Content Show is brought to you by Connversa, helping you create a month's worth of attention-grabbing content in 60 minutes.

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There'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 channel, has had lots of practice appearing on podcasts and is with us to share some tips for how to be an amazing podcast guest.

We talk about pitching yourself to podcast producers and hosts; preparing to record; delivering a great performance, and much more.

If appearing as a guest on podcasts is part of your marketing plan, don't miss this episode!

The B2B Content Show is brought to you by Connversa, a thought leadership content agency that helps you create a month's worth of authority-building content in 60 minutes.

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We'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 customers if you don't actually talk about your solution on the podcast ...

And how do you build on the relationships you build with podcast guests once the recording is done?

My guest today is here to help answers these questions and more!

She is Liat Kozuch, field marketing lead at Hyro, an adaptive communications platform for enterprise brands, and host and producer of Hyro's podcast, Patient Journey Pioneers.

Liat shares the inside scoop on how she invites high-level guests on to the podcast and why they almost always say "Yes!"

If you're a podcast or curious about how podcasting can get you time with anyone you want to get to know, don't miss this episode!

The B2B Content Show is brought to you by Connversa, a digital content agency that helps B2B brands create a month's worth of content in only 60 minutes.

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Demand 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-making video content in 60 minutes.

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So, 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. 

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month's worth of thought leadership video content in 60 minutes.

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We 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, helping business owners and busy CEOs create a month's worth of difference making content in 60 minutes.

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The 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 publishing and your brand.

To help us unpack this challenge, my guest is Dale Harrison, founder of Inforda Life Science Services, a life sciences marketing agency.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 studies. So, there's apparently lots of room for improvement.

To help us understand how companies can produce better case studies, my guest is Emily Amos, founder and CEO of Uplift Content.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 paying a lot of money to get a brand new website, you can opt for hiring someone to improve your current site.

To help us work through this, my guest today is Niki Clark, founder and CEO of Niki Clark Marketing.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 the wrong thing. And so they lapse into corporate jargon and blandly recite the company's purpose and mission statement. As the interviewer, though, that's not what you came for. You want the real thing. But how do you get beyond the corporate facade and get the interviewee to open up?

To help us unravel this puzzle, my guest is Dean Nelson, founder and director of the journalism program at Point Loma Nazarene University in San Diego, founder and host of The Writers Symposium by the Sea, and author the book Talk to Me: How to ask better questions, get better answers, and interview anyone like a pro.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 conversations with new people, becoming a better listener, and much more!

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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.

Actually doing this, though, is easier said than done.

My guest today is here to share her process for infusing content with valuable product user and product lifecycle data. Ashley Litzenberger is a product and solution marketing expert and founder of Ashley Litzenberger Consulting,

Link 1 linkedin.com/in/alitzenbergerhighered

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 the whopping 95% of your market that's not in buying mode. Would it not make sense to ALSO create personas for that large segment of your market that isn't ready to buy?

This insight led today's guest, Matthew Lewsadder, to write and publish a book on the topic: Buystander Personas: How to gain breakthrough insights into out of market b2b audiences, create massive demand for your brand, and win where others aren't competing.

Matthew is also founder and CEO of Brighttail, a B2B demand marketing agency.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 people don't value or understand and what marketers can do to create content that salespeople DO value.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 still, in my day to day work I wasn't really seeing things from a sales perspective.

To help us better understand what marketers ought to know about how sales works, my guests today are Joel Barker and Karl Steiner. Joel is creative director and principal at Lion's Way Content, and Karl is lead writer and principle Lion's Way.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 ebook or whatever are not necessarily in the market. We need leads that are actually ready to buy!

It stands to reason that marketers could do with a better way of sourcing and evaluating leads before handing them to sales.

What could that look like?

My guest today is here to paint us a picture.

Quincy Johnson is a senior consultant at Compound Growth Marketing, a demand generation consultancy.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 of the funnel content to help get them over the finish line.

But for my guests today, this tidy little picture is maybe a little bit too tidy.

Tas Bober is founder of Delphinium Solutions, an consultancy specializing in landing page strategy for growth-stage SaaS companies ... and Lashay Lewis is founder of Authority Plug, a content marketing advisory firm.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 not easy, either!

And in fact, according to my guest, many companies struggle to explain what they do and why it matters to non-experts.

Jarie Bolander is many things ... He's head of market strategy at Decision Counsel ... the author of several books, including Story Driven Outreach ... and host of The Entrepreneur Ethos Podcast.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 content that comes across as authentic and impactful depends on the skill of the writer, of course. But it also depends on the collaboration between the writer and the CEO, specifically the degree to which the writer is able to help the CEO articulate their thoughts and shape them into a coherent piece of content.

To explore the ins and outs of this collaboration, my guest is Oleksii Klochai, founder of Wizard on Demand, a content marketing firm for technical products and services.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 and leading people.

The author of that post is my guest today! Joanna Bowzer is director of marketing at ClearVoice, a content production partner for brands of all sizes.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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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 discussion points include the importance of asking questions, showing genuine curiosity, and gathering crucial feedback to understand new environments. Haley emphasizes building relationships, earning trust, and handling organizational resistance to change. They also cover aligning content marketing projects with business-critical KPIs, balancing immediate wins with long-term strategic impacts, maintaining open communication, and valuing team feedback. For new leaders, Haley advises having a clear playbook, understanding competitors, and staying engaged with key stakeholders. Connect with Haley on LinkedIn for further insights.

00:00 Welcome to the B2B Content Show

00:40 Introducing Haley Fraser

00:59 Understanding Asimily's mission

01:52 Haley's Experience in Content Marketing

04:34 Challenges of Transitioning to a New Role

06:23 Building Connections and Earning Trust

07:49 Gathering Insights from the Organization

10:32 Navigating Conflicting Opinions

11:54 Identifying Areas for Improvement

12:20 Navigating Organizational Change

12:51 Building Relationships and Understanding Decision-Making

14:00 Gathering and Implementing Feedback

15:18 Balancing Priorities and Avoiding Shiny Objects

18:17 Dealing with Resistance and Friction

23:12 Final Advice for New Leaders

24:49 Connecting and Staying in Touch

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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 the critical role of events in generating leads. Sally also touches on the evolution of Envana from a niche startup to a key player in the sustainability data management space, leveraging technology and deep industry expertise. This episode is a valuable resource for marketers looking to understand the complexities and best practices of nurturing long-term business relationships.

00:00 Introduction and Episode Overview

00:29 Guest Introduction: Sally Lechin from Envana

02:44 Challenges in B2B Marketing

05:27 LinkedIn Strategies for Lead Generation

11:24 Tools and Tech Stack for Marketing

21:51 Event Participation and Building Relationships

25:21 Conclusion and Contact Information

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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 edition, highlighting the importance of internal collaboration and maintaining an engaging narrative in reports.

00:21 The Importance of Industry Reports

01:12 Guest Introduction: Lacey Budd from Customer.io

01:23 Overview of Customer.io and Lacey's Role

02:42 Creating a Comprehensive Industry Report

03:42 Planning and Timeline for Report Creation

04:44 Data Collection and Analysis

06:35 Team Collaboration and Project Management

11:35 Survey Data and Insights

16:25 Challenges and Learnings from Data Analysis

24:22 Design and Presentation of the Report

28:34 Breaking Up the Page with Design Elements

29:03 Learning from Last Year's Report

30:53 Starting with Design Direction

35:44 Internal vs. External Report Creation

40:41 Team Collaboration and Morale

43:00 Distribution Strategy for the Report

45:09 Measuring Report Success

48:11 Valuable Insights for the Audience

50:03 Feedback and Improvements

54:49 Conclusion and Contact Information

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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 for leveraging influencers to grow a business. Nick also talks about his upcoming book, 'B2B Influencer Marketing,' which aims to educate on building authentic and impactful marketing campaigns. They discuss how to choose the right influencers, measuring the success of influencer campaigns, and the future opportunities in B2B influencer marketing. Whether you're a marketer or a business owner, this episode offers valuable insights into harnessing the power of influencers to drive meaningful results.

Connect with Nick: https://www.linkedin.com/in/nickbennett1/

Check out the book!

00:00 Welcome to the Show

00:14 Introduction to Influencer Marketing

00:51 Guest Introduction: Nick Bennett

01:15 Nick Bennett's Journey

02:02 Nick's Book on B2B Influencer Marketing

03:09 Understanding Influencers in B2B

09:07 How to Work with Influencers

14:28 Finding the Right Influencers

18:03 Successful Influencer Campaigns

27:05 Measuring Influencer Campaign Success

30:19 The Future of Influencer Marketing in B2B

33:01 Conclusion and Contact Information

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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 include the importance of having a clear strategy, understanding your target audience, and mixing different types of content. They also explore the benefits of combining organic engagement with paid advertising to effectively reach the right people. Whether you're looking to grow your business or deepen your connections on LinkedIn, this episode is packed with valuable insights.

Connect with Malte: https://www.linkedin.com/in/malte-lange/

00:00 Welcome to the Podcast

00:04 The LinkedIn Dilemma

00:58 Introducing Melta Leng

02:05 The Missing Piece in LinkedIn Strategy

03:05 Developing a Solid LinkedIn Strategy

03:48 Understanding Your Target Audience

12:05 Creating Engaging Content

16:18 Leveraging LinkedIn Ads

21:09 Targeting the Right Audience

22:04 Balancing Paid and Organic Strategies

22:47 Leveraging Tools for Prospect Research

24:52 The Importance of Personalization

27:07 Scaling vs. Personal Touch

29:59 When to Make the Offer

32:08 Tailoring Offers to Prospects

34:18 Building Long-Term Relationships

38:50 Key Takeaways and Final Thoughts

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In this episode of the podcast, host Jeremy Shere welcomes Todd Gregory, the Regional Director for the Americas at Fifth Ring, a global B2B marketing agency. They discuss strategies for maximizing ROI from trade shows, which are often costly yet crucial for networking and business growth.

Todd emphasizes that many B2B companies mistakenly view trade shows as isolated events rather than integral parts of a broader marketing strategy. He critiques the common reliance on foot traffic as a success metric, noting that not all visitors are potential customers. Instead, he advocates for creating memorable experiences that engage attendees, such as immersive booths and interactive displays.

Todd shares a successful example where a company created an exclusive, intriguing booth that drew in crowds, leading to significant lead generation. He also highlights the importance of follow-up strategies post-show, including personalized outreach and nurturing leads through multiple touch points.

The conversation underscores the need for companies to think creatively about their trade show presence and to integrate their efforts into a cohesive marketing plan that extends beyond the event itself. Todd invites listeners to connect with him for further insights on trade show consulting and marketing strategies.

Connect with Todd: https://www.linkedin.com/in/jtoddgregory/

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I'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 Luper! Olivia is the founder of Lexicon Advisor Marketing, a digital marketing agency for financial advisors. Her podcast is called Get Advisorfit, where Olivia talks with financial consultants and industry experts about marketing strategy and business growth.

Olivia describes her podcast production workflow and shares what she's learned about what works and what doesn't work for running a podcast as a solopreneur.

The B2B Content Show is brought to you by Connversa: Create a month's worth of premium content in 60 minutes.

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Something 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 their phones ... Where the existential threat when I was growing up was nuclear war with the Soviet Union, theirs is climate change.

A lot of Gen Zers in the West aren't so sure about capitalism ... The list goes on.

All I know is that, if you're a B2B marketer, you're gonna need to understand Gen Z and what motivates them, because before long they're going to be in the workforce in a major way.

My guest today is here to help us understand Gen Z and how B2B brands need to be crafting marketing strategies aimed at them.

Ian Baer is the founder and chief soothsayer of sooth, a marketing platform and consultancy that helps brands better understand how their prospects and customers make buying decisions.

We drill down into what makes Gen Z tick, what motivates their buying decisions, and what B2B marketers need to know to create content that stands the best chance of converting Gen Z prospects into customers.

The B2B Content Show is brought to you by Connversa, a thought leadership content agency that helps you create a month's worth of authority building content in 60 minutes.

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We 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 escape the hamster wheel!

John Vetere is CEO of Vetere & Associates, a firm that works with clients through coaching and consulting, strategic marketing, and hiring, to help them grow.

John offers lots of hard-won insights about how to align content strategy with growth strategy.

The B2B Content Show is brought to you by Connversa, a b2b podcasting agency that helps brands create podcasts to build relationships with prospects and referral partners.

John's Contact: 978-360-2990

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Back 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.

Adapting to that new reality is not easy or simple.

And my guest today is here to share his experience. Mitch Solway is a fractional CMO who works with early and growth stage startups.

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Is your content "human"?

Does it connect with your audience on a "human level"?

What does that even mean?

In the age of generative AI, the answers to these questions are more important than ever.

B2B buyers are people, after all, and like most people, they respond to content that speaks to their needs, desires, and emotions.

Which is why data shows that on LinkedIn, for example, people to NOT respond to non-personal updates posted to a company's brand page.

But people DO respond to posts from the company's CEO, on their personal LinkedIn page, share a story or idea or insight about stuff going on in their industry.

In this episode, Ayushee Syal, Sr. Director of Content Marketing at Affinipay, talks about how using anecdotes and stories is one of the best ways to engage audiences on a human level.

If you want to learn more about how to incorporate storytelling into your messaging and content, this episode is a must listen!

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Erin Murray, VP of Marketing at Points, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about engaging multiple personas.

Highlights:

Engaging multiple personas

Aligning with the needs and interests of CMOs and CFOs

Partnering with your analytics team to craft data-backed messaging

Learn more about Points

Connect with Erin on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Erika Brooks, VP of Marketing at Retrium, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about leading with value.

Highlights:

• What "leading with value" means
• The pros and cons of gating content
• Alternatives to gate content by asking for email addresses

Learn more about Retrium

Connect with Erika on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Chanan Averbuch, Executive VP of the Americas at Primeview, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about creating and testing new personas.

Highlights:

• Determining relevant decision makers for a new offering
• Strategies for developing new personas
• Testing and tweaking personas

Learn more about Primeview

Connect with Chanan on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Joe Koller, founder of Slot Right Marketing, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about topic.

Highlights:

• Joe answers common question startups have about marketing 
• Breaking down the assumption that companies need the hottest new social network
• The best ways to get B2B engagement 

Learn more about Slot Right Marketing

Connect with Joe on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Richard Dark, VP of Global Marketing at NextGate, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about topic.

Highlights:

• How Richard and his team develop and test new personas 
• Signs that a persona needs tweaking
• How Richard transformed marketing at NextGate 

Learn more about NextGate

Connect with Richard on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Sherri Schwartz, Interim Chief Marketing Officer at First Orion, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about storytelling.

Highlights:

• How Sherri uses stories to get an audience's attention on a product
• Basic elements of a strong story
• How podcasting allows Sherri to deliver stories to consumers in a convenient way

Learn more about First Orion

Connect with Sherri on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Marc Mulgrum, Senior VP of Sales & Marketing at Setplex, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about his process for writing and publishing articles

Highlights:

• Marc's process for coming up with article ideas
• Research and planning article writing
• Measuring how well an article connects with the audience

Learn more about Setplex

Connect with Marc on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Kevin Leahy, VP of Marketing at Gravyty, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about connecting to an audience.

Highlights:

• How Kevin uses content to create a community 
• Keys to producing content that will connect you to an audience
• Utilizing audience feedback to create a better connection 

Learn more about Gravyty

Connect with Kevin Leahy on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Erin Ruane, Executive VP of Marketing at Trader Interactive, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about content changing due to supply chain issues.

Highlights:

• How Erin's messaging has changed due to the supply chain issues
• How content marketing is most useful during supple chain challenges 
• Some of the major hurdles that Erin has to navigate regarding the supply chain issues 

Learn more about Trader Interactive

Connect with Erin on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Rachel Moore, Director of Social Media & Community at Hubilo, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about livestreaming.

Highlights:

• How to plan for a successful livestream
• The role Rachel plays to host a successful live stream
• Characteristics and skills that a successful host has   

Learn more about Hubilo

Connect with Rachel on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Debbie Williams, Director of Marketing at Hyperlocology, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about local marketing.

Highlights:

• Keys to getting the most ROI from local marketing
• Common mistakes with local marketing
• The role of digital marketing for local businesses 

Learn more about Hyperlocology

Connect with Debbie on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Nathan Elson, Chief Marketing Officer & Executive Director of Marketing & Business Development at CDF Capital, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing restrictions.

Highlights:

• How industry regulations affect Nathan and his team's marketing efforts
• How those restriction influence Nathan's content 
• Marketing campaigns that successfully navigate restrictions and connect with Nathan's audience

Learn more about CDF Capital

Connect with Nathan on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Scott Thomas, Senior VP Marketing at WorthPoint, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about podcasting.

Highlights:

• The role that podcasting plays in Scott's marketing strategy
• Podcast production process
• Key elements to make a podcast successful

Learn more about WorthPoint

Connect with Scott on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Jimmy Glenn, Assistant VP of Marketing at Kwik Mortgage Corporation, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about moving from relationship-based to direct to consumer marketing.

Highlights:

• Why Jimmy decided to change from relationship-based marketing to direct to consumer marketing
• Jimmy's experience getting internal buy in for the new marketing approach
• The most important lessons in transforming marketing 

Learn more about Kwik Mortgage Corperation 

Connect with Jimmy on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Molly Presley, Senior VP of Marketing at Hammerspace, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about thought leadership.

Highlights:

• What thought leadership means to Molly
• Strategies to create thought leadership that decision makers value
• How Molly and her team create thought leadership that cuts through the noise

Learn more about Hammerspace

Connect with Molly on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Roger Welch, Senior Director of Marketing at Dataquest.io, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about domain relevance.

Highlights:

• How domain relevance gives Dataquiest.io an advantage in marketing
• How Roger learns about the needs of specific accounts
• How Roger uses the fine-tuned solutions Dataquest provides in messaging

Learn more about Dataquest.io

Connect with Roger on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Janis Rossi, Co-Founder & Senior VP of Marketing at ROVR Score, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing development.

Highlights:

• Janis' Strategy for allocating marketing budget in the early stages of development
• Channels and strategies providing the most ROI at this early point
• Developing a marketing plan for the next few years with built-in flexibility 

Learn more about ROVR Score

Connect with Janis on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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George Sens, VP of Sales & Marketing at Authvia, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing the why.

Highlights:

• Why George pivoted Authvia marketing efforts to focus on the "Why" 
• Risks associated with not focusing on the "Why"
• How incorporating the "Why" raises the value of marketing content

Learn more about Authvia

Connect with George on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Kristy DelMuto, Senior Director of Strategic Marketing at LLR  Partners, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about earning the right to have a conversation with buyers.

Highlights:

Why marketers need to earn the right to ask for buyers' time and attention

How marketing helps earn the right by first earning trust

Examples of marketing pieces and messaging that have enables LLR to build relationships with founders

Learn more about LLR Partners

Connect with Kristy on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Keith Juhola, Senior VP of Sales & Marketing at Old Mill Brick, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about presentation-based marketing for reaching a skeptical audience.

Highlights:

• Keith's strategies for engaging a skeptical audience 
• How in-person presentations help Keith reach a skeptical audience
• How COVID-19 has affected presentation-based marketing 

Learn more about Old Mill Brick

Connect with Keith on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Minami Rojas, VP of Growth and Marketing at Moogsoft, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about marketing to software engineers.

Highlights:

• How Minami markets to a skeptical software engineers
• Marketing that has worked with a skeptical audience
• Moogsoft's strategies for cutting through the noise and reaching a highly informed audience

Learn more about Moogoft

Connect with Minami on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Julie Halgren, VP of Marketing at Nexben, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about persuading a hesitant audience.

Highlights:

• Julie's strategy to break down an audience's resistance to change
• Successful methods that are able to persuade an audience to take a chance on a new product
• How Julie breaks through the noise to grab an audience's attention

Learn more about Nexben

Connect with Julie on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Jane Stecyk and James Mulvey, Senior VP of Marketing and Director of Marketing at Mighty Networks, talk with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about introducing new product categories and The Creator Manifesto.

Highlights:

• How Jane and James educate their audience about a new product category
• Targeting the right leads
• The strategy behind "The Creator Manifesto"

Learn more about Mighty Networks

Connect with Jane on LinkedIn

Connect with James on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Chris Shuptrine, VP of Marketing at Kevel, talks with Jeremy Shere, founder & CEO of Tribal Knowledge Podcasting, about engaging multiple audiences.

Highlights:

• The challenges associated with engaging with two different audiences
• How Chris keeps marketing momentum during long sales cycles with two different audiences 
• Example of a marketing campaign that worked well connecting with Chris's audiences 

Learn more about Kevel

Connect with Chris on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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James Stanton, VP of Marketing at Empyrean, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about content creation and discovering the why.

Highlights:

• How James has gotten internal buy-in for focusing on the "Why"
• Why discovering and articulating the why matters
• The value of  creating content with a product manager's approach 

Learn more about Empyrean

Connect with James on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Matt Young, CEO at UserVoice, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about ongoing product-market fit.

Highlights:

• The importance of finding "ongoing" product-market fit
• Common mistakes companies make when trying to find their product-market fit
• What it takes to get to the deeper truth of product-market fit for a good or service

Learn more about UserVoice

Connect with Matt on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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William Davis, VP of Product Marketing at Workato, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about his "going small to go deep" marketing strategy.

Highlights:

• What "going small to go deep" means to William
• The advantages of honing in on the best use cases for your offering
• What the practice of "going small to go deep" looks like in practice

Learn more about Workato

Connect with William on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Kendall Bazan, CMO at Fund That Flip, talks with Jeremy about marketing through multiple channels.

Highlights:

• Strategies for staying consistent with messaging and content with competing priorities and channels
• What Kendall does to ensure that her content engages with her audience
• When multiple channels becomes a hinderance instead of a benefit

Learn more about Fund That Flip

Connect with Kendall on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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WillDevlin, VP of Marketing at MessageGears, talks with Jeremy  about marketing to in-market prospects.

Highlights:

• Strategies for figuring out which of will prospects are in-market 
• How knowing who is in-market affects MessageGears' content and messaging
• The marketing value of podcasting 

Learn more about MessageGears

Connect with Willon LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Chris Beall, CEO at ConnectAndSell, talks with Jeremy about the art & science of cold calling.

Highlights:

• Using "tactical empathy" forcold calling 
• How to gain someone's trust in a cold call 
• How Chris's strategy works in practice 

Learn more about ConnectandSell

Connect with Chris on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Greg Hooven, President at MarketReach, and Rod Griffith, Chief Client Officer & Co-founder at MarketReach, talk with Jeremy about the value of marketing.

Highlights:

• Some common misconceptions about marketing 
• How to sell tech founders on the value of marketing 
• Common mistakes B2B companies make with marketing 

Learn more about MarketReach

Connect with Greg on LinkedIn

Connect with Rod on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Jack Thurston, VP of Marketing at ButcherJoseph & Co., talks with Jeremy about B2B Facebook marketing.

Highlights:

• How Jack leverages Facebook to engage prospects
• How NOT to engage B2B prospects on Facebook

Learn more about ButcherJoseph & Co.

Connect with Jack on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Helen Piña, VP of Marketing at White Cup, talks with Jeremy about sincere marketing.

Highlights:

• What sincere marketing means 
• An example of Helena's sincere marketing strategy
• What does not work with sincere marketing 

Learn more about White Cup 

Connect with Helen on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Matt Sickler, Head of Demand Generation & North America Marketing at Linnworks, talks with Jeremy about building a modern marketing function.

Highlights:

• Matt's bottom up and top down modern marketing function 
• Skills to look for in a modern marketing team
• Matt's approach to build a martech stack 

Learn more about Linnworks

Connect with Matt on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Rachel Iannarino, VP of Marketing & Client Experience at Baesman, talks with Jeremy about the collaboration between the sales team and the marketing team.

Highlights:

• How Rachel ensures that her team properly engages with the sales team to achieve the company's goals
• Examples of strategies for working with sales teams 
• How Sales enables marketing to do its job 

Learn more about Baesman

Connect with Rachel on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Roger Lee, CMO at General Assembly, talks with Jeremy about thought leadership.

Highlights:

• How Roger creates thought leadership that is leading and not just following
• How much thought leadership needs to be creative and entertaining 
• Why ensuring consistent branding in thought leadership is important 

Learn more about General Assembly

Connect with Roger on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Jay Jablonski, VP of Applied Marketing at Lead to Market LLC, talks with Jeremy about competitive analysis.

Highlights:

• How to maximize competitor analysis ROI
• Competitor analysis strategy
• Buying competitor analysis vs doing it in-house

Learn more about Lead to Market LLC

Connect with Jay on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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JoeMatar, VP of Marketing at Brazen, talks with Jeremy about the powerful marketing value of B2B podcasting.

Highlights:

• The role the company's podcast, Talent on the Rise, plays in it's marketing strategy
• How podcasting has been a useful tool for sales
• The role the podcast host plays in making a connection with the audience 

Learn more about Brazen

Connect with Joe on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Steve Cummins, VP of Marketing at AirTame, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about creating a marketing team.

Highlights:

• Steve's strategy to build a marketing team to create an ideal culture
• Key roles to consider for a positive marketing culture
• Strategies for scaling up once key roles are in place

Learn more about AirTame

Connect with Steve on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Laura Russell, VP of Marketing at Adlucent, talks with Jeremy about sales-marketing alignment.

Highlights:

• How Laura defines "alignment"
• How creating commitment across stakeholders results in alignment
• Roles that sales can play in content creation
• How misaligned KPIs can results in sales-marketing misalignment

Learn more about Adlucent

Connect with Laura on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

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Andy Smith, VP Marketing at Power Reviews, talks with Jeremy about allocating marketing budget.

Highlights:

• Allocating marketing spend on new business vs. existing customers
• Measuring marketing spend ROI on revenue and demo requests
• Partnering with sales to better determine marketing budget allocation

Learn more about Power Reviews

Connect with guest on LinkedIn

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Liv Anderman, VP of Marketing at Findem, talks with Jeremy about differentiation in an over-saturated market.

Highlights:

• How Findem positions themselves to stand out in the crowded talent acquisition industry
• The importance and value of studying competitors
• Content that facilitates differentiation

Learn more about Findem

Connect with Liv on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Greg Malacane, VP of Marketing & Customer Success at Endowance Solutions, talks with Jeremy about gaining brand recognition through LinkedIn.

Highlights:

• Why Greg chooses LinkedIn to bolster brand recognition
• The relative value of posting on the company's LI page vs employees posting on their personal pages
• The next steps after getting engagement on a LinkedIn post

Learn more about Endowance Solutions

Connect with Greg on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Caitlin Abejon, VP of Marketing & Customer Experince at AIKON, talks with Jeremy about becoming a marketing leader at a small startup.

Highlights:

• The advantages of leading marketing at a small startup--more agile, easier to pivot
• Challenges of running marketing at a startup--smaller budgets, less opportunity for testing
• Dealing with imposter syndrome
• The importance of hiring the right people
• The value of podcasting for B2B marketers

Learn more about AIKON

Connect with Caitlin on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Andrew Doberstein, VP of Marketing at ClearMix, talks with Jeremy about qualifying certain personas.

Highlights:

• What it means to overshoot a persona
• Green and Red flags of certain personas 
• Ways to figure out if a persona is good without having a connection

Learn more about ClearMix

Connect with Andrew on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Anthony Ostrowski, VP of Growth at Yardstik, talks with Jeremy about developing audience engagement.

Highlights:

• Why Anthony has made the transition from sales to audience engagement and attracting customers
• Why it is important for a company to develop a voice and point of view
• Why it is just as important to understand what your audience is not searching for

Learn more about Yardstik

Connect with Anthony on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Lisa Hill, VP of Marketing at Resilience, talks with Jeremy about developing relationships with clients.

Highlights:

• How Lisa develops relationships with brokers
• Why being transparent and displaying humility is essential to developing relationships
• How spending time with clientele and developing relationships helps earn trust 

Learn more about Resilience
Connect with Lisa on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Josh Feldman, Director of Marketing at MVPindex, talks with Jeremy about presenting data to make it more engaging and impactful.

Highlights:

• "Dynamic reports" - what they are and how they work
• Strategies for presenting data using dynamic text and video
• Using your own data to articulate value

Learn more about MVPindex

Connect with Josh on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Stacey Wisniewski, Sr Director of Marketing at After, Inc., talks with Jeremy about the value of e-books.

Highlights:

• The art & science behind writing an e-book
• Why ebook layout and design are important
• The pros and cons of gating e-books and other content

Learn more about After, Inc.

Connect with Stacey on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Steven Flaig, VP of Marketing at Compass Data Centers, talks with Jeremy about how restrictions create opportunity to produce unique marketing content.

Highlights:

• How restrictions can drive marketing creativity
• Focusing on big-picture industry issues over tech minutia to offer unique content
• Tips for measuring content ROI 

Learn more about Compass Data Centers

Connect with Steven on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Eric Stockton, VP of Demand Gen at Constant Contact, and host of their new podcast, The Revenue Marketing Show, talks with Jeremy about where sales and marketing intersect.

Highlights:

• Why and how incentivizing the wrong outcomes leads to misalignment
• Why lacking a consistent way to measure success across the entire pipeline is a problem
• Obstacles to better aligning sales and marketing

Learn more about Constant Contact

Connect with Eric on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Fraser Wilson, Director of Mattering and Impact at AnywhereWorks, talks with Jeremy about the importance of human connection for businesses.

Highlights:

• Why AnywhereWorks launched the "People Not Bots" pledge
• The importance of human connection in B2B marketing, buying, and selling
• How human connection drives revenue

Learn more about AnywhereWorks

Connect with Fraser on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

The podcast has a new name: The B2B Content Show! Host Jeremy Shere explains why we made the change, and why you should be psyched!

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Nick Ryan, VP of Marketing at Calamu, talks with Jeremy about the process of coining a term.

Highlights:

• Cutting through the noise in the data security space
• The origins of the term "data harbor"
• Strategies for testing a new term to see if it resonates with your audience

Learn more about Calamu  

Connect with Nick on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Stacey Arenson, Marketing Director at Chowly, talks with Jeremy about innovations in restaurant delivery services.

Highlights:

• How the B2B to C model works
• How the "C" affects marketing strategy
• The meaning behind "Restaurant as a Service"

Learn more about Chowly

Connect with Stacey on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Shalini Khanna, Director of Digital Transformation and Consulting at vDart, talks with Jeremy about how research and time influence the success of targeted outreach.

Highlights:

• Why vDart chose to make diversity a central part of their brand
• How to cut through the noise so targeted outreach is memorable and effective
• Prioritizing quality over quantity in targeted outreach

Learn more about vDart
Connect with Shalini on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Tarryn Marcus, VP of Marketing at Hyperproof, talks with Jeremy about how completing original research can lead to high ROI.

Highlights:

• Using original research to cut through marketing noise
• How Tarryn and her team use Hyperproof's research, compiled in the IT Compliance Benchmark Report, as a way to showcase content
• How to produce and promote original research

Learn more about Hyperproof
Connect with Tarryn on LinkedIn
IT Compliance Benchmark Report 

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Meghan Grumbach, VP of Marketing at Revcontent, talks with Jeremy about the experience of going through a brand refresh.

Highlights:

• Overhauling your brand with the goal of being acquired
• Starting with your "Why" ala Simon Sinek - why it's a good strategy and how it works for rebranding
• Beginning with the end goal and working backwards to achieve it

Learn more about Revcontent
Connect with Meghan on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Frank Schieber, Senior Demand Gen Manager at Core, talks with Jeremy about the importance of collaboration between sales and lead gen.

Highlights:

• Why sales and lead gen need strong communication to collaborate
• Dealing with the "messy middle" of a sales cycle
• Finding the line between keeping a prospect engaged and overwhelming them with content

Learn more about Core
Connect with Frank on LinkedIn

Memorable quotes:

"Every role I've ever had (in demand gen) has been collaborative and it lives and dies by the level of collaboration  and the willingness of others to collaborate."

"Marketing executives want silver bullets. They don't exist. You've got to tackle things from a portfolio approach and engage accordingly."

"The message is very clear, efficient, easy to read, and not egotistical. Everything's going to serve a purpose that's going to help them. Otherwise, it's just wasting their time."

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Jay Hinman, VP of Marketing at Lily AI, talks with Jeremy about the ways buyer intent data helps companies customizes the consumer experience.

Highlights:

• The value of gathering data about buyer intent
• How to effectively use buyer intent data
• Areas buyer intent data is limited

Learn more about Lily AI
Connect with Jay on LinkedIn

Memorable Quotes:

"When you've done it correctly, a visit to one of our customers' online stores should feel ultimately like a visit to a personal shopper."

"It doesn't tell you exactly what to order for the next season, but it can give you leading indicators."

"So we've created this customer intent platform for the retail eCommerce industry and it really has an extensive set of AI powered product attributes and it combines those product attributes with unique customer intelligence."

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Danielle Lewan,  VP of Marketing at Black Kite, talks with Jeremy about cultivating trust with naturally skeptical clients.

Highlights:

• Strategies for connecting with a skeptical audience
• How to use vertical segmentation to effectively tailor messaging
• Pitfalls to avoid when trying to gain trust from clients

Learn more about Black Kite
Connect with Danielle on LinkedIn

Memorable Quotes:

"There is an area of opportunity for everything. It might not have been done in the past, it might not have been successful in the past, but make sure that you're looking for those opportunities and taking advantage of them and at least trying."

"We're trying to capture a market that, again, has unfortunately been burned in the past and help them understand what better tools and solutions are out there that will alleviate some of the concerns that they're having."

"The moment that you're able in every single decision that you make to pivot that dial to ask what are they getting out of this? What is the customer going to benefit from this conversation or this advertisement, or this medium that I'm trying to reach them through? If you don't have an answer to that, then you probably shouldn't be doing what you're doing."

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Nick Belesis, VP of Growth at Scientia, talks with Jeremy about the importance of research in creating personalized outreach.

Highlights:

• Challenges of connecting with buyers and decision makers at banks
• Why it's important to put time into market research and personalized outreach
• Ways personalized outreach works in practice

Learn more about Scientia
Connect with Nick on LinkedIn

Memorable Quotes:

"At the end of the day, we're not looking to sell to anyone who doesn't need us. We really want to be connecting with individuals who really find value and I think that's really why we've had such success and such great clients because we really do build great relationships with these individuals."

"We really want to do a lot of research on our potential clients because, first and foremost, we want to understand if they're going to be a good fit. We don't want to waste anyone's time."

"I believe that way a lot of individuals when they actually see you've paid attention to what it is they're doing, looked at their accomplishments, maybe even some of the trouble that they've had and provided a solution before even having an interaction with them, it does tend to cut through the noise." 

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.