B2B Excellence - The names B2B marketers need to know
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.?
For more content, you can follow me on LinkedIn.
If you're looking to learn about revenue first influencer programs, I have created a content hub to help you launch and scale your B2B Influencer programs. Check out Moon at Dawn.
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Ritson, Sharp, Sutherland - The names B2B marketers need to know
This is my final post of the summer before I indulge in a 3-week binge into a godly amount of pasta.
Pure B2B marketers will be familiar with the popular names of Chris Walker and Neil Patel, as well as a motley crew of other “modern-day” B2B marketers.
B2B marketing is finally maturing.
The default performance playbook is quickly becoming less effective (but it's still important), the historical thinking is being challenged and more brands are leaning into what is considered more “B2C” thinking.
The lines are finally blurring, I wonder if we will even call it B2B in a few years.
But the peers you follow, and the thinking and actions you apply from it will shape your POV.
Having a balanced perspective has never been more important.
If you don’t know who Mark Ritson, Byron Sharp, Jenni Romaniuk, and Rory Sutherland are, please go and follow them, google them, print a picture of them and stick it in your wallet.
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"Frequency is the tax you pay for building comprehensive reach”
So much genius in so little worlds.
This is built on some fantastic POVs from Dale W Harrison, if you haven’t consumed any of his content yet, go on his LinkedIn activity here and block out lunch for the next week. You’ll be 10% better at marketing because of it.
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“Zero-Click Marketing sounds good and all, but how do I get executive buy-in?”
Marketing is very quickly changing, and a lot of brands are not adapting quickly enough.
This is why the concept of zero-click is interesting.
It doesn’t and shouldn’t dictate your content and marketing programs. However, these realities have to be considered when applying different activations and when you have to report back the impact of your GTM motion.
领英推荐
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Conversations and articles I like
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New Podcast
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Is growth in B2B Influencer marketing being stifled because we are obsessed with the perfect measurement system?
I spoke to Casey Hill who shared so much actionable insight into conducting different types of B2B influencer campaigns and the role of measurement.
This episode is jam-packed with real-life learnings, so if you’re looking for inspiration on how to conduct B2B Influencer marketing campaigns, here are key takeaways you’re going to get from our conversation.
> We spoke about influencer marketing’s arch nemesis, tracking and how to think about it
> The consideration for your product and how your influencer strategy should reflect the accessibility to using your product
> His learning on using a hybrid compensation model
> The core challenges and benefits of his different payment structures
> How to make your influencer program a win-win
> Why he is bullish on long-form content creation with influencers
> His focus on asset promotion
> How to use bundling when negotiating with an influencer
> Caution around a full commission model
> How B2B influencer marketing is in a transition phase
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Co-Founder Fastrbuild | Connecting B2B brands with the right audience through impactful brand experiences
3 个月The blending of B2B and B2C thinking is an exciting development in the industry.
SaaS Marketing Lead @ Harbor | Ex-agency | Experienced Comms Professional | Campaigning for Distinctive B2B Content
3 个月I'd love to see the B2B and D2C groupings ditched altogether: 1) they are essentially the same audience, I.e. that mon-fri high profiled executive who's just signed off an enterprise software solution, probably wears Nike trainers, eats KFC and drives a Porsche at the weekends. Well, maybe Prada and Gaucho but you catch my drift... 2) they are such broad groupings they are meaningless, for example, are we saying a b2b finance recruitment company has anything to do with with a shipping company in terms of its value prop, or comms prop?! No... B2B has just been an excuse to produce corporate dull content, get rid, create something interesting!
Global CMO I HP, Diageo, Mars, Unilever I Asia Most Influential & Purposeful CMO 2018-24 I Advisory Board I Human-Centric Growth Leader I Author
3 个月Chris PetersThanks for sharing - very helpful. We need more people like you to champion B2Bmarketing
Thanks for the shoutout Chris ??
Demand Generation and Growth Strategy
3 个月??