#31: The 2022 State of the B2B Communication Landscape

What do HR and marketing departments have in common? Not enough, say the guests on this episode of The Marketing Water Cooler Podcast. Your host Jeremy Francese sits down with Julie Livingston of WantLeverage, a PR firm specializing in brand storytelling, and Erin Mohideen, the People and Culture Lead at the “unconsulting” firm Inspirant Group, to discuss what happens when you create an effective link between HR and marketing and why that might help you to push through the Great Resignation.Erin begins by talking about her work with Inspirant Group and how they’re leading the change by ditching annual reviews, keeping C-suite executives accessible to all employees, and personalizing communication methods. She then dives into what’s happening to the company culture as Inspirant Group expands and the difficult balance of managing growth while still maintaining a tight bond with each employee. Julie explains the benefits of broadcasting your company culture and shares her top tips on driving engagement through sharing your brand values on LinkedIn.This episode is full of actionable insights and strategies that you can implement today to help your business culture to evolve and to support your company’s growth. Please share your takeaways on your social media channels and don’t forget to subscribe to The Marketing Water Cooler Podcast to catch upcoming episodes.Timestamps[0:29] Jeremy introduces special guests Julie and Erin[1:27] Grab those actionable insights from this conversation![3:07] Julie’s take on the state of PR and marketing today[4:26] Why should you link up your HR and marketing departments?[6:15] Erin talks about her background in recruitment and her move to Inspirant Group[7:55] What recruiting looks like at Strategic Branding Studios[9:45] The questions that Erin asks candidates during an interview[12:00] Shifting the focus away from revenue and towards brand promotion[17:07] A happy workforce is your most valuable business asset, and it’s now easier than ever for an employee to tell if the job doesn’t make them happy[20:05] The incredible challenge of scaling growth while maintaining culture at Inspirant Group, and why you should get rid of your annual performance review[23:58] Why you need to keep your C-suite executives accessible to all employees and how that impacts the brand’s PR[26:52] Offer your employees a test drive of your company culture[28:07] You need to give your employees a roadmap[30:25] LinkedIn, still the most underutilized platform to broadcast your company culture[32:00] Fostering non-verbal communication in a digital world[39:28] What’s the first step in building up your brand awareness?[42:43] Brand values as a screening tool in recruitment[44:25] Advice from Julie about creating your brand’s presence on LinkedIn[46:30] Erin’s thoughts on getting through the Great Resignation[47:30] Closing words from Julie on the benefits of connecting marketing and HRLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubeJulie Livingston on LinkedInWantLeverage websiteErin Mohideen on LinkedInInspirant Group website

On this episode of The Marketing Water Cooler Podcast, Jeremy interviews Paul Turner, the co-founder of DeepSync Labs. DeepSync is an advertising and marketing services company that helps businesses to find relevant audiences for their social media campaigns through finetuned data analysis.Jeremy and Paul discuss how the changing communication landscape has impacted the sales and marketing game, and Paul underlines how quality data illuminates the state of the marketplace and where marketing dollars can have the greatest impact. Paul also breaks down what third-party cookies and third-party data are and what the future of data collection might look like, all of which are topics that are often misunderstood by executive-level decision-makers.Paul then lifts the lid off DeepSync to explain why he started the company and the logic behind it all, from the easy user interface to DeepSync’s focus on the trustworthiness of the data collected and sold through their software. He also highlights why Facebook’s standard settings for advertising campaigns are great for some companies but miss the mark in many cases, especially in the B2B market.Don’t forget to subscribe to The Marketing Water Cooler Podcast to hear more interesting interviews and updates from Jeremy and his guests, and you can also help others to find the show by leaving a rating and a review.Timestamps[0:48] Jeremy introduces special guest Paul Turner[1:31] How Jeremy met Paul[4:04] Paul’s marketing background and how that led to him founding DeepSync Labs[7:10] How working for Google and Yahoo shaped Paul’s view of marketing and advertising[9:02] The struggle of building intuitive advertising software[12:51] What the shifting communications landscape means for collecting relevant marketing data[15:45] Data collection and customer privacy in an ever-evolving landscape[17:34] Growing a business costs money, which means increasing prices[20:00] Starting an advertising campaign with zero information about your target audience[21:07] You have to keep active in new channels and you have to keep testing[22:55] What “enough data” looks like when you’re making marketing decisions[27:58] Do C-suite members really understand data and data usage?[30:25] A marketing campaign is a recipe[32:41] A lesson on third-party cookies and third-party data from Paul[36:16] Learning by doing: Starting out a low-cost advertising campaign to learn from the results[39:27] The decision that Facebook made that prompted Paul to launch DeepSync[42:20] Paul’s take on trustworthiness in data collection[45:04] Facebook’s advertising campaign recommendations aren’t suitable for many companies[47:26] What B2B can learn from B2C marketing[50:10] The buying process has changed, so you need to rethink how you spend your marketing budget[52:16] Where to go to find out more about DeepSync Labs and the new developments coming up on DeepSync in the summer 2022LinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubePaul Turner on LinkedInDeepSync Labs

On this episode of The Marketing Water Cooler Podcast, your host Jeremy Francese interviews special guest Prabhjot Singh, the CEO and cofounder of Pyze. Prabhjot has an impressive CV as a Boston University graduate with over 20 years of experience in enterprise software, starting at City Group and then switching over into the world of start-ups, nonprofits, and social enterprises. He spotted a gap in the market for software that would help companies to achieve operational excellence, using cross-platform analytics and low-code solutions, so he took the plunge and launched Pyze in 2013. Today, Pyze is leading the field in powering application success, and they have the stats to prove it. Jeremy and Prabhjot dive into the details in their discussion, talking about how operational excellence can boost a company’s ROI, and how businesses should spend investor money to get the most bang for buck. Prabhjot expands on Pyze’s marketing strategy, explaining how they manage to contextualize and sell a service that’s inherently complex and how they get employees on board who may initially be resistant to process change. He also highlights what process change looks like when working with a fully remote team, which is a problem that many more companies are facing since COVID-19 caused a rapid and unprecedented shift towards employees working from home.To hear more episodes of The Marketing Water Cooler Podcast just as interesting and insightful as this one, subscribe to the podcast and leave a review to let Jeremy and the team know what you think of the show.Timestamps[0:51] Jeremy introduces special guest Prabhjot Singh[1:35] Prabhjot talks about his background and achievements[5:28] How should companies scale up sales and marketing when they receive a cash injection?[8:22] What Pyze did differently[9:53] Working on education and channel development[12:57] How to use education in marketing when the product is inherently complex[16:17] The problem of creating efficient processes with remote teams, and a lack of awareness around the problem[21:08] Defining and owning the customer base of Pyze, and moving into supply chain logistics[25:00] It’s not always about buying new tools, it might be about developing new processes[27:25] How Pyze works to identify and remove process bottlenecks[31:12] Conducting a business MRI to combat small-scale patchwork solutions[34:17] “It’s harder to sell enterprise software today, but you can mitigate it by having better partnerships”[38:55] What do investors care about when they’re thinking about backing a tech company?[43:10] How do you combat internal resistance to large-scale process or tech changes?[45:58] Where to go to find out more about the services that Pyze offersLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubePrabhjot Singh on LinkedInPyze websitePyze on LinkedIn

On today’s episode of The Marketing Water Cooler Podcast, Jeremy fleshes out a content marketing strategy of using internal subject matter experts to bake trustworthiness and relevance into your messaging. Done right, this can differentiate your organization from everyone else in your marketplace, because your experts will be sharing the information that your clients want to hear.Jeremy lays out a three-step plan to identify your internal subject matter talent and, crucially, how to get them on board with your marketing strategy. As he explains, you need to set out a framework around your marketing to explain the importance of the role of subject matter experts, and you need to utilize their expertise without overburdening them with extra work so that your marketing is sustainable.  Send your feedback on this episode to Jeremy and Steph to let them know if you agree with their strategy and if you learned something, and don’t forget to subscribe to The Marketing Water Cooler Podcast.Timestamps[0:50] Today’s topic: Building sustainable engagement through internal subject matterexperts[1:25] You need to come across as a peer[2:05] It’s easier said than done![2:52] Step #1: Why do we need subject matter experts?[3:27] Awareness isn’t trustworthiness, and awareness isn’t relevance[5:20] Step #2: So what’s your approach?[6:26] Building a framework around your marketing[8:16] Getting buy-in from subject matter experts[9:04] Step #3: Implementing your strategy[11:25] Here’s a disclaimer[12:55] You’ve got the start, but you need to mobilize your team[15:07] Positioning yourself for successLinksStrategic Branding Studios WebsiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy interviews Sebastien van Heyningen, the president of Central Metric, a consultancy firm offering quality, targeted insights into revenue operations. Sebastien is an NYU graduate with years of experience in sales roles which led him to advocate passionately that revenue operations is an executive function. He helps companies to align their executive board with the ground-level sales force, to make sure that strategic decisions made at the top are relevant to the sales representatives who interact with the customers. Jeremy and Sebastien explore the evolving world of sales and marketing software, and dive into some of the common mistakes that companies make when investing in their tech stack. Sebastien shares his thoughts on what the role of technology should be in the sales process, and how companies can streamline their sales funnel by mapping out the actual customer journey from end to end. Later on, Jeremy and Sebastien discuss the evolution in the relationship between sales and marketing, and why a collaborative relationship between the two departments can lead to better sales numbers. Don’t forget to show your support for The Marketing Water Cooler Podcast by subscribing to the show and leaving a review wherever you get your podcasts.Timestamps[1:01] Jeremy introduces Sebastian[2:42] Sebastian walks through his journey from NYU to Central Metric[7:23] Revenue operations as an executive function[9:40] But what do you need your marketing software to accomplish?[11:54] The right way and the wrong way to think about a sales process[16:38] The role that tech plays in sales and how to build a consistent sales process[19:04] Think about sales from the buyer’s point of view[20:51] A common misconception that derails sales campaigns[23:20] You have to provide value, regardless of whether a potential client ever buys your product[26:12] The evolving relationship between the sales and marketing departments[28:57] What’s the dark funnel, and how can you overcome it?[30:26] Marketing no longer works for sales[32:04] The hand on the stove moment that freezes up a whole company[33:19] What’s the role of efficiency in a sales pipeline?[35:31] Where to go to find out more about SebastienLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubeSebastien van Heyningen on LinkedIn

On this episode of The Marketing Water Cooler Podcast, Jeremy dives in and shares practical, useful questions that you can ask your clients to elicit insights about their buying journey. As he notes, many departments within your organization may have contact with your customers, but as each department has a different objective, none of them are trying to find out who your customers are and why they buy from you. That’s where your marketing should be. Jeremy outlines three strategies that you can deploy to gather more details about your customers, and then lists the questions you should ask your customers if you have a chance to meet with them. Going beyond the standard survey of “How did you hear about us?” Jeremy poses questions that will help you to drill down on the how, when, and why in the customer journey, yielding invaluable information about how yourcustomers tick. Stay tuned to The Marketing Water Cooler Podcast for more marketing insights and don’t forget to subscribe to the podcast so that you don’t miss an episode.Timestamps[0:35] Today’s topic: Learning about your buyer, from your buyer[0:58] Who in your organization is talking to your customers?[1:45] What are these departments trying to accomplish?[2:58] What to ask when you’re trying to build a good marketing strategy[4:05] Strategy #1: Shadowing sales calls[5:35] Strategy #2: Setting up a round table[6:24] Strategy #3: Joining a group[9:07] The questions to ask your customers to elicit actual, value feedback[11:15] Drilling down on the buying timeline[12:20] Where do your clients get their information and research from?[13:58] The one question that you should ask each of your customers[15:51] Ask the questions that help you to visualize the progress[17:40] You have outbound information flow, but don’t neglect the inboundLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this episode of The Marketing Water Cooler Podcast, Jeremy connects withmarketing strategist and Hello Audio founder Nora Sudduth. Nora came to marketing after having completed three degrees, including a degree in computer science, and after spending years in the corporate world, helping companies to achieve growth. She thenjumped off the corporate ladder and pursued her passion of helping start-ups to position themselves in their market and to crack their brand messaging. She founded Hello Audio in 2020 as a platform to allow businesses to harness the power of audio to connect with their customers. Nora and Jeremy have a wide-ranging discussion on what marketing a business looks like in 2022, covering overreliance on technology, building a sustainable marketing pipeline, and how changing your communication method can build a real connection. Nora explains how her computer science background gave her a foundation in marketing technology and also showed her the limits of what that technology can achieve, particularly in the age of independent, well-informed consumers who want to be empowered to make a buying decision. She moves on to discuss the idea behind Hello Audio, and how she sees private podcasts shaking up the traditional marketingmethods for course creators. She also talks about how businesses are using private podcasts to step up their employee onboarding game and their internal communications. Stay tuned to the end of the podcast to hear about Hello Audio’s freeseven-day trial!If you enjoyed listening to Jeremy and Nora, please leave a review of The MarketingWater Cooler Podcast and make sure to subscribe to the show so that you don’t missan episode.Timestamps[1:07] Jeremy introduces today’s guest, Nora Sudduth[2:57] Nora talks about her education, her background in the corporate world, and herleap into working with entrepreneurs[6:17] Making the decision to work with Russell BrunsonWritten by Sarah Hopkinson for The Marketing Water Cooler Podcast copyhop.co[8:05] Fighting to learn computer science and using technology as a bridge to connectbusinesses and customers[11:27] “Shouting a message louder doesn’t make it a more compelling or a moreeffective offer”[13:04] Nora on her shift from focusing on technology to focusing on helping businessesto make a connection[16:37] Asking for lead gen is the wrong question, so focus on your positioning instead[20:07] What scaling up a business actually looks like[22:36] Harnessing the power of audio to supercharge your marketing[24:34] What Hello Audio is doing to change up the podcasting game[26:53] Aligning your business with where your customer is at today and empoweringthem to make a buying decision[28:51] Who is Hello Audio for?[30:45] Closing the gap by changing the communication method[37:40] Learning about your customer, from your customer[38:37] “Allow your customers to have the epiphany”[41:39] Where to go to connect with Nora and Hello AudioLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTubeNora Sudduth on LinkedInSign up for the Hello Audio free trial

Welcome back to The Marketing Water Cooler Podcast! In this first episode ofseason two, your host Jeremy and producer Steph walk you through the state ofcommunication in the current B2B landscape, starting with the wider context. Jeremytakes you back to the very beginnings of web marketing in the 1980s, underlining howdevelopments in the Internet have shifted the way that consumers buy products andservices. And, as Jeremy states, “That shift is everything.”Listen in to find out what the role of a marketing department should be, and the updatesyou need to make to your marketing strategy so that you’re speaking to your idealclients where they’re at today.Make sure that you subscribe to The Marketing Water Cooler Podcast so that you don’tmiss an episode from the new season, which is going to be packed with marketingstatistics, trends, philosophies, and special guests.Timestamps[0:18] What The Marketing Water Cooler Podcast is all about[0:50] Today’s topic: The state of communication in the B2B landscape, and how thatimpacts your clients[1:51] Let’s get back to basics: What’s the context?[3:08] The shift from Web 1 to Web 2[4:17] The creation of digital communities in the early noughties[5:50] So let’s look at the data[7:40] “That shift is everything”[10:27] The way buyers are buying is changing[12:34] So how should you market your company today?[14:20] Steph’s question: How have buying groups changed?[15:40] New members at the C-suite level[16:48] What’s your philosophy of marketing?[18:22] The customer buying process is no longer a journey[19:45] Why marketing mattersLinksStrategic Branding Studios WebsiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this last episode of the season, and the last in the Thanksgiving miniseries, Jeremy and Steph play the gratitude game and tell you to look for the little things in each of your team members that make them great. Marketing is about making your business stand out from the crowd, and you can achieve this by showcasing the unique qualities of your team in your marketing messaging. You can begin to pinpoint these qualities by taking a personality audit of the company and seeing who shines through. Focusing on the people in your team can also have a positive effect on your employee engagement and retention, as by encouraging your team to be themselves and display their talents, you’re allowing them to take ownership of the company marketing strategy.Please send your feedback about this episode or about The Marketing Water Cooler Podcast to Jeremy and Steph, and subscribe to the show so that you can catch the new episodes arriving in January 2021!  Timestamps[0:18] Today’s Thanksgiving-themed topic: Gratitude for the little things[1:25] Taking a personality audit of your team [2:28] Standing out is powerful [3:05] Leaning into what makes your team unique and special [3:45] Steph’s take: Look out for people’s individual qualities [4:50] People are more than their expertise[5:00] You have to go out of your way to find these qualities [6:06] Your employees will be more dedicated to you if you look at them as a whole person [6:33] Start the conversation and build the culture[7:12] Broadcast what makes you amazing LinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube

On this second episode of the Thanksgiving-themed miniseries, Jeremy and Steph discuss the importance of making a deposit in your online community. If you’re not growing the digital side of your business, even if your business isn’t digital first, the fact is that you’re not growing your business in the long term. So take a moment to think how you can invest in your online community and bring real value to the table. Jeremy gives advice on what making a digital deposit actually looks like, and how you can schedule your posts to make your online contributions a more sustainable strategy. Listen out as well to Steph’s advice if you’re worried that your online contributions don’t feel genuine, as she lays out some ways that you can showcase your offline personality online and how to identify content that will land well with your community. Share this episode with someone you know that needs help building their online presence, and don’t forget to subscribe to The Marketing water Cooler Podcast for more actionable marketing insights. Timestamps[0:16] Today’s Thanksgiving-themed topic: Bringing value to the table by making digital deposits [0:42] Social media is more than just a promotional tool [1:03] But what are digital deposits?  [2:00] You need to give back to your online community[2:59] What making a digital deposit can look like [3:39] Your ability to give back to the community can make the difference [4:03] The link between digital deposits and your hourly rate [4:43] You can contribute online, just like in real life [6:00] Steph’s take: How to make your contribution seem genuine [6:50] Scheduling posts isn’t a press release [7:23] Adopt your offline personality online [7:40] The importance of being consistent [8:10] This strategy works for anyone who’s getting paid for their advice [8:55] You’re either digital, or you’re not[9:25] Add value and make the other people at your table happyLinksStrategic Branding Studios websiteStrategic Branding Studios on LinkedInStrategic Branding Studios on YouTube