B2B Excellence - Here’s to the provocateurs

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We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.

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Here’s to the provocateurs?

I’m a sucker for provocative original views from those that challenge the status quo.

Databox founder Peter Caputa comes out swinging, his target ABM.

This LinkedIn post has over 250 comments and counting.?

Have we been duped by some clever marketing technology folk, or is this simply a universally accepted term for a mer marketing philosophy?

?It’s probably started with the former, there’s nothing better than coining a sticky term that represents the very thing you sell, but it's emerged into a representation of a marketing philosophy that is widely recognised.

Great debate and opinions here on the subject of account-based marketing.

Embedded within this thread shares some pretty fascinating data, but I was initially drawn by two juggernauts with contrarian views on the data that underpins the survey.?

Head over to the comments section to jump into a juicy debate.

The data itself is interesting, it details channel splits, the funnel CVR, funnel velocity, best month to close deals, SQL to closed won, plus a ton more, check it out here.

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This might be the most compelling sub-60 video you'll watch all week.

Chris Walker drops another truth bomb with his reality-hitting view on effort served to justify the means.

Are we using data to validate ROI, or to make the most informed intelligent decision??

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Finishing off with some creativity and fun

This title alone was going to make my newsletter this week. Beauty, B2B, and neuroaesthetics: Why content strategy should be better looking.

Is it time to bring the sexy back to B2B data? Check out this piece in The Drum for creative visualisation inspiration.

Hubspot created a flash with some nice guerilla marketing with Morning Brew. A nice example of being agile and responsive.

This is a fun little ad from Zapier, check out their 38-second video ad here.

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Conversations, posts or articles I liked this week

Snoop Dogg’s stove stunt proves no one knows what marketing is

Unlocking AI’s True Potential To Generate New Experiences

We’ll see more creativity in B2B influencer marketing this year

How do you create and distribute memorable marketing media?

Dissecting the enigmatic world of advertising, Roy Sutherland

There is a direct correlation between how much you invest in content, your brand value and how much demand you create

Is your website full of fluff??

13 benefits of content marketing

How to work with an enterprise if you are an SMB?

How do you measure organic social??

Why your brand is your biggest asset in B2B