In this episode, I talk about why most B2B ads suck. Or at least they do according to a new report from the LinkedIn B2B Institute and System1. I break down the main findings from the research, specifically why this is the case and how to develop more effective creative, plus talk through the benefits of long-term thinking when it comes to building a brand. This is real advice for the everyday B2B marketer who wants to be better. Also - why not check out my weekly newsletter, The B2B Bite, where...
Mar 11, 2021•5 min•Season 1Ep. 14
In this episode, I sit down with Charlie Whyman, Curious Thinking Advocate, B2B Coach and LinkedIn Trainer. We talk about how businesses can use LinkedIn to reach their goals, whether that's generating leads, securing investment or recruitment top talent, and how to leverage the networks of your employees to amplify your reach. We also touch on her OTTER framework, a brilliant way of starting to create a marketing strategy while saving time and doing more with less. This is real advice for the e...
Mar 02, 2021•36 min•Season 1Ep. 13
In this episode, I sit down with seven of the sharpest marketing minds I know to hear their predictions on what 2021 will bring for how B2B organisations engage their customers and build their brand. We cover everything from employee advocacy on social media, placing a greater emphasis on empathy across decision-making and why exclusive, short-lived content works for corporate audiences just as much as it does for consumers. This is real advice for the everyday B2B marketer who wants to be bette...
Jan 06, 2021•45 min•Season 1Ep. 12
In this episode, I sit down with Christina Pashialis, Founder of ContentUK, a community for UK content marketers. We talk about how B2B companies can leverage community to engage their audience and better position themselves for commercial success. We cover how to start and nurture a community AND what makes a good one. This is real advice for the everyday B2B marketer who wants to be better. You can follow Christina on Twitter here: @christina_p Or check out ContentUK here: contentUK.co Also - ...
Dec 07, 2020•27 min•Season 1Ep. 11
In this episode, I sit down with Brianne Fleming, all-round pop culture aficionado and marketing guru. We talk about how B2B companies can inject some fun into their messaging by leveraging pop culture while not dropping the ball on hitting their MQL quota. This is real advice for the everyday B2B marketer who wants to be better. You can follow Brianne on Twitter here: @brianne2k Or check out her website: briannefleming.com Click here if you want to hear more about the Trainual case study we spe...
Nov 21, 2020•35 min•Season 1Ep. 10
In this episode, I sit down with Sean Blanda, Director of Content at Crossbeam. We talk about how he and his team built their B2B email distribution list to 10,000 subscribers almost from a standing start with the help of just four pieces of hero content. He walked me through step-by-step how they created the assets from scratch, distributed them across their key channels, equipped Crossbeam's commercial team to go out and 'sell' the content on their behalf and how these leads were nurtured once...
Oct 31, 2020•35 min•Season 1Ep. 9
In this episode, I sit down with Jonathan Ronzio, CMO and Founding Partner at Trainual. We talk about the creative ad campaign he and his team pulled together with three cast members from The Office (US) to promote their staff training software platform. We also discuss the importance of thinking outside the box creatively in B2B to stand out from the noise and how to find a link between your business and pop culture that makes sense. Watch the ad here: https://www.youtube.com/watch?v=HCCOQ69aYy...
Oct 26, 2020•36 min•Season 1Ep. 9
In this episode, I sit down with Fi Shailes, a B2B social and content strategist and author of the popular marketing blog Digital Drum. We discuss how to convince sceptical leadership teams that content marketing can be a driver of business growth given the proper time and resources, what it takes to build out and effective and achievable content plan and where you can find rich sources of inspiration in unexpected places. This is real advice for the everyday B2B marketer who wants to be better....
Oct 13, 2020•35 min•Season 1Ep. 7
In this episode, I sit down with Nicole Tabak, Marketing Communications and Social Media Specialist, to talk how Instagram can be used to highlight the reasons why a B2B business is worth paying attention to - by customers, potential recruits and even your own employees. We dig into the four different types of Instagram content and some ideas on how you can use them, how to promote culture when there's no one is in the office AND a fool-proof way to collect user-generated content. We also settle...
Oct 04, 2020•42 min•Season 1Ep. 6
In this episode, I make the case for why a podcast could just be the answer for a B2B business looking for a creative solution to make their marketing strategy more effective and - believe it or not - ease the load on small teams who already have twenty other things on their plate to do by Wednesday. Then I walk the step-by-step process of how I’d structure a new podcast to beef out my content calendar and support my sales team for a hypothetical food packaging manufacturer. This is real advice ...
Sep 28, 2020•9 min•Season 1Ep. 5
In this episode, I sit down with Alex Price, Founder and Managing Director of 93digital, to have a good old chinwag on the things that can make or break a client-agency relationship. Looking at it from both sides of the aisle, we try and answer questions like how to recognise the organisations that will be a good cultural fit, what it takes to effectively brief and run a project, and how to get a boardroom approval on a budget. This is real advice for the everyday B2B marketer who wants to be be...
Sep 21, 2020•39 min•Season 1Ep. 4
In this episode, I sit down with Syed Ali, Senior Manager of Social Media at Databricks, who shares his hard-won wisdom on what makes a B2B brand worth following on social media, how to generate content consistently when you're the only one doing it, and how to amplify your reach through an employee advocacy programme. We also talk TikTok. This is real advice for the everyday B2B marketer who wants to be better. Also - why not check out my weekly newsletter, The B2B Bite, where I break down mark...
Sep 09, 2020•55 min•Season 1Ep. 3
Ask any CEO or Commercial Manager of a B2B organization the #1 objective for their marketing department and chances are the response will be "leads". In this episode, I recount the tale of a fun piece of content I worked on that ended up netting 800 unique downloads and scoring 27 pieces of coverage in the trade media. I run through the exact process of what we pulled together; how it was distributed to our clients and the press; the tools we used that saved hours of work; and some key learnings...
Aug 20, 2020•12 min•Season 1Ep. 2
Copy is the lifeblood of effective communication. But getting it right isn't easy. It can be daunting to sit down in front of a blank page and write something that compels a reader to take action. And that's what we focus on in episode one of B2B Better. I'm joined by Hermione Wright, Senior Writer and Founder, who has worked with everyone from Adobe to Siemens to Envato, to dive into how organizations can breathe life into their marketing copy, develop a consistent tone of voice, and sell this ...
Aug 20, 2020•44 min•Season 1Ep. 1
