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 ..read more

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 ..read more

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. Hosted on Acast. See acast.com ..read more

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 B ..read more

This episode of The B2B Content Show is all about Brand Journalism. The featured guest is Jason Avant, Content Marketing Manager at Frequence and freelance writer.  Jeremy Shere and Jason discuss what brand journalism is, how it differs from content marketing, and the skillsets and experience necessary to do it effectively. Highlights: Using brand journalism to educate and inform people about the world in which the brand operates. Exploring how brand journalism works in the B2B world. Key skillsets required to do brand journalism including fact-checking, interviewing, research, and writ ..read more

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 ..read more

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 ..read more

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 C ..read more

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 man ..read more

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 sale ..read more