20: How Teamwork.com Stood Out In A Crowded B2B Category With Problemotional Advertising

We've invited Haley Pierce, the Sr. GTM Lead at the B2B Institute, to go into the nuances of how B2B buyers really buy, when they buy, and how to do our B2B advertising based on their research.The CMO Scorecard: The CMO ScorecardHaley's Linkedin: Haley Pierce | LinkedInCategory Entry Points: Category Entry Points In A B2B WorldSAS Viya Case Study: SAS’ Edge Case: SAS' Journey from Convention to Creativity | LinkedIn

How can you get a meeting with anyone? How do you get meetings booked with complete strangers? You break the pattern. Give personalized gifts - yes, physical gifts. The CEO of Sendoso, Kris Rudeegraap, walks us through why and how to use strategic gifting as an outreach strategy.

The godfather of Category Design, Christopher Lochhead, joins Dylan to discuss why no one cares about your brand or solution unless you first make it about them and their problem. 

How do we differentiate in a crowded B2B category? How do we become the brand that's remembered as the solution to a problem when buyers are ready to buy? How do we produce an ad that our ICP wants to share with others?We talk to Jenny Hayes from Teamwork.com to see how they're doing B2B Problemotional Advertising and how you can do the same at your own B2B company.The link to The Client video: https://youtu.be/sh1mkZFfl-k?feature=sharedJenny's Linkedin: Jenny Hayes | LinkedIn

How do you get your marketing message heard, remembered, and shared? The message is what influences buying, but what if it's ignored and forgotten? In this episode, Dylan explains how B2B ads need to communicate in an emotional way about the problem we solve. Here's the link to the article if you prefer to read:https://blackcamel.agency/humphub-research/the-failed-b2b-ad-medium-you-cant-bore-strangers-into-listening-remembering/

Advertising is a battle for perception in the buyer's mind. And there's only 2 types of perceptions that really matter. How are they created? How does it affect the entire business' success? If you prefer to read the article or watch the video:https://blackcamel.agency/humphub-research/the-failed-b2b-ad-message-your-solution-is-not-a-solution-without-a-problem/

Attention Repellent Ads Virus is a Hierarchically Transmitted Disease (HTD). It spreads from the top to bottom - from C-Level to the ones creating the ads. And if you don’t use protection, the whole ad campaign will catch it. Symptoms include irritated CFO, swelling of ad spend, and in many cases, painful death of marketing budget.In this episode, we compare Attention Repellent Ads (solution-focused communicated rationally) and Problemotional Ads (problem-focused communicated emotionally).Here's the link if you'd prefer to watch the video or read the article:https://blackcamel.agency/humphub-research/the-attention-repellent-ads-virus-how-to-diagnose-it-avoid-b2b-ads-that-create-campaign-budget-waste/

Why are B2B Problemotional Ads needed? What is Buying Journey Alignment? What are Attention Repellent Ads? What causes most B2B ads to waste ad budget? In this episode, Dylan records reading from our research article on a massive problem in B2B advertising we've found. If you prefer to watch the video or read the article, click here:https://blackcamel.agency/humphub-research/why-most-b2b-advertising-fails-in-2024/

Nick Bennett helps us find answers to questions like: How does the overload of buying choices in 2024 cause you to be replaceable? Why doesn't brand building work for solopreneurs? Why should you charge for outcomes, not deliverables and time?If you know you need to niche down, the principles we discuss here will help you clarify why.Here's Nick's Linkedin: Nick Bennett | LinkedIn

On the second of the Category Design series, we get answers to:- how we clarify which problem we solve- how framing the problem is the difference between the iPad and the failed competitors- how to design a narrative that generates demand for your service and positions you to be different, not betterIf you have more questions from this episode, John's Linkedin content goes into more detail: John Rougeux ⛰️ | LinkedIn