58. The real definition of marketing (and how to do it properly)

You're working hard, but leadership doesn't listen. Priorities keep changing, and when someone asks what marketing should be doing, you freeze. I call this challenge the b2b marketing gap and in this video I'll break down exactly how to overcome it.Join the free live class: https://luma.com/mdkyvh01 Join the waitlist for B2B Breakthrough Academy April cohort: https://b2bjade.myflodesk.com/x1ac1s40a3In this episode, I'm reading through my six-page document about where you are right now as a B2B marketer, why you're stuck, and what's really happening behind the scenes.What's covered:Why you feel stuck even though you know marketingWhat the B2B Marketing Gap actually isWhy your current b2b "marketing strategy" isn't workingWhat needs to happen to close the gapHow to stop internalising everything and start consulting internallyThis isn't polished or scripted, it's just me, thinking out loud about what you're going through and how to fix it.Next steps:Join me for the free live class on Thursday 26th March at 11am UK where we'll work through this together. You'll do exercises, identify the real business problem your company is trying to solve, and see the path from scattered to strategic.Over 780 marketers have registered so far! I'd love to see you there.FIND ME HERE:📧 Email: mailto:[email protected] (I reply to every email)🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast-banner💼 LinkedIn: https://www.linkedin.com/in/b2bjade/📱 TikTok: https://www.tiktok.com/@b2bjadeSUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

When marketers want to become more strategic, they think they need to do more - learn more skills, achieve more, tick more boxes.But becoming a strategic marketer is actually about learning what to throw away.Link for 26th March live class "how to become a strategic marketer" > https://luma.com/mdkyvh01 Get notified when B2B Breakthrough Academy doors open > https://b2bjade.myflodesk.com/x1ac1s40a3Learn more about B2B Breakthrough Academy > https://b2bjade.com/breakthrough-academyMarketing Collab > https://www.marketingcollab.co.uk It's about figuring out the mind strategy techniques you need to be taken seriously. Because you can build the most beautiful marketing strategy in the world, but if you can't get the company to back you on it, you're stuck.This is the stumbling block most marketers fall into. They don't believe mindset work is as important as learning the tactical skills.Let's stop calling it mindset work - it sounds fluffy. Let's call it mind strategy.You need to learn to build a marketing strategy AND you need to work on your mind strategy. Because if no one buys into your plan, you won't be able to activate it.📚 Ready to make your breakthrough?Join my FREE live class Thursday 26th March: "How to Become a Truly Strategic Marketer" - [Link in show notes]Get on the waitlist for the April cohort of B2B Breakthrough Academy (doors opening soon): b2bjade.comFree resources: b2bjade.com/resourcesIn this episode, I'm introducing you to Lauren Hill - someone who made the complete transformation from frazzled marketing manager to confident CEO of her own marketing company.

If you want to get promoted to head of marketing or marketing director and you work in a b2b company, this video is going to help you figure out where to put your focus and where your blocks might be - so that you can untangle things and get that promo!👉 Sign up for my webinar on Thursday 26th March on "How to become a strategic marketer" 11am UK time (GMT) https://luma.com/mdkyvh01👉 Register your interest for the April Cohort of B2B Breakthrough Academy mentorship course https://b2bjade.myflodesk.com/x1ac1s40a3👉 Get notified when The B2B Club monthly membership launches https://b2bjade.myflodesk.com/kph1k8856rFIND ME HERE:📧 Email: [email protected] (I reply to every email)🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast💼 LinkedIn: / b2bjade 📱 TikTok: / b2bjade SUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice:#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

B2B marketers are pulled pillar to post with marketing ideas and campaign suggestions, they aren't getting the time to build a strategy they can deliver. In this episode I break down why this happens and what can be done.👉 Register your interest for the April Cohort of B2B Breakthrough Academy mentorship course https://b2bjade.myflodesk.com/x1ac1s40a3👉 Get notified when The B2B Club monthly membership launches https://b2bjade.myflodesk.com/kph1k8856r👉 Sign up for my webinar on Thursday 26th March on "How to become a strategic marketer" 11am UK time (GMT) https://luma.com/mdkyvh01 FIND ME HERE:📧 Email: [email protected] (I reply to every email)🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast-banner💼 LinkedIn: https://www.linkedin.com/in/b2bjade/ TikTok: https://www.tiktok.com/@b2bjadeSUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice:#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

In this episode, I'm breaking down what marketing really is, how it's defined, and why so many people are getting it wrong.According to the Chartered Institute of Marketing, marketing is about identifying, anticipating, and meeting customer needs while making a profit. But what does that actually mean for your business?👉 Free B2B Strategy Scorecard - find out how strategic you are: https://b2bjade.com/resources#scorecard👉 Get notified when B2B Club launches https://b2bjade.myflodesk.com/kph1k8856r👉 Learn about B2B Breakthrough Academy  https://www.b2bjade.com/breakthrough-academyI'm sharing a personal IKEA customer service disaster in Rotterdam that made me realise how easy it is to lose customers when you forget the fundamentals. Plus, I'm being really vulnerable about what's happening in my business right now and the 4 AM epiphany that changed everything.WHAT YOU'LL LEARN:The true definition of marketing and what it means in practiceWhy customer experience matters more than you thinkHow you're losing customers without even knowing itThe trust gap I created in my business (and how it affected sales)Why I got 500 webinar signups but barely any conversionsThe difference between LinkedIn text posts and long-form video contentWhy I'm closing B2B Breakthrough Academy doors on MondayWhat's coming next: B2B Club membershipTIMESTAMPS: 0:00 - Introduction from Rotterdam 2:15 - The real definition of marketing explained 4:30 - My IKEA customer experience disaster 12:45 - How you're losing customers without knowing 15:20 - Being vulnerable about declining sales 18:40 - My big lesson: 500 webinar signups, barely any sales 22:30 - The trust gap I created by stopping long-form content 25:15 - Why I'm closing B2B Breakthrough Academy doors Monday 28:00 - What's next: B2B Club membership 32:45 - Running a profitable business while serving customers This isn't a polished episode. It's me at 4 AM after an epiphany about customer experience, trust, and how I need to serve you better. I'm opening up about what's worked, what hasn't, and what's changing in my business.REAL STUDENT RESULT: Alexandra doubled the deals closed from marketing channels (not leads - actual closed deals) after going through B2B Breakthrough Academy.FIND ME HERE: 📧 Email: [email protected] (I reply to every email) 🎙️ B2B Marketing Gap Podcast: https://b2bjade.com/resources#podcast-banner 💼 LinkedIn: https://www.linkedin.com/in/b2bjade/ 📱 TikTok: https://www.tiktok.com/@b2bjadeSUBSCRIBE for weekly B2B marketing strategy, honest business talk, and no-nonsense marketing advice:#b2bmarketing #marketingstrategy #customerexperience #marketingdefinition

If you're feeling overwhelmed by all the advice out there on the best best new b2b marketing strategies for 2026 - then you're probably wondering how you're supposed to do everything with limited resources - and maybe feeling like a failure because you can't.This video is going to undo that.After 20 years in B2B marketing, I'm sharing what actually works in 202 - without the overwhelm, without the hype, and without pushing you toward tactics you don't need.Get the fundamentals right first:👉 Free B2B Strategy Scorecard: https://b2bjade.com/resources#scorecard 👉 Explore B2B Breakthrough Academy: https://www.b2bjade.com/breakthrough-academyWhat you'll learn in this video:✅ The b2b marketing fundamentals that never change (ideal client, brand positioning, brand salience)✅ Why "it's all about relationships" in b2b stops working after a few years✅ How to own your data instead of relying on borrowed audiences✅ The email sequences you need in 2026 (welcome + nurture)✅ Why I got 500 webinar signups from LinkedIn but only 2 sales (and what that taught me)✅ My favorite B2B strategies for 2026 that you can actually implementMy favorite 2026 strategies:- YouTube as your central marketing hub- Hybrid events (turn in-person into digital content)- Seamless personalised experiences- Reducing your customer acquisition cost (CAC)- Direct mail (yes, really - old school works)- Optimising for AI search + digital PRI also share real student results!Alexandra from B2B Breakthrough Academy emailed me: "This year was my first time preparing a strategy and budget, and the program really gave me the confidence and conviction to stand behind what I was presenting. As a result in 2025, we've more than doubled the number of deals - not leads, deals - brought in from marketing channels."That's what happens when you simplify and focus instead of chasing every shiny object.KEY TIMESTAMPS:0:00 - Introduction: Stop the overwhelm2:45 - Marketing fundamentals that never change5:30 - Who is your ideal client (really)?8:15 - Brand positioning: Why most B2B companies get this wrong11:40 - Brand salience: The most important thing in B2B marketing15:20 - Own your data (my B2B Strategy Scorecard approach)19:50 - Why your CRM matters more than you think21:30 - Real results: Alexandra doubled her deals23:45 - Stop procrastinating (if you're stuck on the task wheel)26:10 - Email sequences you need: Welcome + nurture28:40 - My LinkedIn lesson: 500 signups, 2 sales (what went wrong)34:15 - Strategy #1: YouTube as your content hub36:30 - Strategy #2: Hybrid events37:45 - Strategy #3: Seamless personalised experiences38:50 - Strategy #4: Reduce your CAC40:35 - Strategy #5: Direct mail (hear me out)42:10 - Strategy #6: AI search optimisation + digital PR44:20 - Final reminder: Get the fundamentals right firstWhat's changed for b2b marketing in 2026?There's nothing particularly new this year. AI is changing search, yes. But most of what you're seeing is just repackaged advice designed to sell you something.You may already be doing marketing activities that just need more focus to get fantastic results.- Don't jump from tactic to tactic. - Build a simple strategy. - Focus on fewer things. - Do them really well.About B2B Breakthrough Academy:The only program built specifically for B2B marketers who've gotten lost in theory, concepts, and the flurry of "try this, try that." Learn how to build a simple marketing strategy that leadership actually understands and supports.Includes: Complete strategy templates, video trainings, live mentoring calls with me, private community, and everything you need to make your B2B breakthrough.Connect with me:💼 LinkedIn: https://www.linkedin.com/in/b2bjade/ 📱 TikTok: @b2bjade https://www.tiktok.com/@b2bjade📧 Email: [email protected]#b2bmarketing #marketingstrategy #b2bmarketingtips #marketingstrategy2026 #simplicityinmarketing

"Get more leads" is NOT a marketing objective.If you've ever rushed through setting your marketing objectives just to get to the "real work," this episode is going to change everything.📚 Grab the free resources mentioned in this episode:Strategic Marketer Scorecard (17 questions + mini crash course): b2bjade.com/resourcesLeadership Pitch Guide (includes CPD info): b2bjade.com/resourcesThe Big Marketing Reset Webinar Replay: Available on all my social platforms🎓 Ready to build your strategy? Join B2B Breakthrough Academy: b2bjade.com/breakthrough-academyI'm breaking down exactly how to build marketing objectives that actually work - the kind that align with business goals, guide your entire strategy, and get leadership buy-in (instead of getting filed away and forgotten).You'll learn:Why SMART objectives can actually get you into trouble in B2B marketingThe difference between objectives, key results, and success indicators (and why this matters)Real examples from inside B2B Breakthrough Academy showing exactly how to structure your objectivesWhy "double the leads in 12 months" sets you up for failureHow to avoid the tick-box marketing strategy trapThe minimalist approach to marketing (and why having fewer things in your kitchen relates to your marketing strategy)Why analytics-obsessed marketers might be killing their brand salienceHow one person giving my webinar 1/5 stars was actually a massive winReal examples covered in this episode:Company Focus Area examples (like machinery sales companies diversifying their client portfolio)How to write objectives that guide strategy instead of locking you into tacticsBusiness scorecard metrics that actually matter to leadershipSuccess indicators you can pull out when leadership wants to know "how did that happen?"This isn't fluffy marketing theory. These are the actual templates and examples from inside B2B Breakthrough Academy that have helped marketers get their budgets increased, win leadership respect, and build strategies that actually get used.Bonus tangents: Why I'm moving away from AI for content brainstorming, my obsession with minimalism, whether you need a spatula to flip pancakes, and why brand salience beats conversion metrics every time.More ways to work with me:🎓 B2B Breakthrough Academy - My flagship 12-week programme with templates, video trainings, and live mentoring: b2bjade.com/breakthrough-academy📧 Want a 7-day trial of Module 1? Email [email protected] or fill out the form on my website📅 Next live intake call dates: b2bjade.com/breakthrough-academyWho this is for:Marketing Managers and Heads of Marketing responsible for delivering strategyMarketers wanting to step up from execution to strategic thinkingAnyone who's built a strategy that got filed away and never usedB2B marketers tired of being order-takers instead of internal consultantsNot quite ready for the full programme? If you're a Marketing Assistant just starting out, focus on execution first and come back when you're ready to step up.Got questions about your marketing objectives? Drop them in the comments - I'd love to hear where you're at with your strategy.See you in the next episode!Jade x#b2bmarketing #marketingstrategy #marketingobjectives #marketingmanager

In this episode, I'm talking about why decluttering your marketing plan is so important, now more than ever.Your leaders think that being everywhere means you're more likely to get seen. But actually, the opposite is true. When you spread yourself thin across lots of activities, none of them actually stick.In this episode, I cover: ✅ Why we're so stressed at work (and what to do about it✅ What minimalism is and isn't (and why it's made me happier)✅ How to apply minimalist principles to your marketing✅ The real reason jumping between tactics never works✅ Why I got 500 people to sign up for my masterclass without spending a penny on ads✅ How to declutter your mindset AND your marketing plan✅ The difference between "I need" and "we need" language with leadershipI'll also share how I started my minimalism journey in 2022 when I had two kids and was completely overwhelmed - and how the same principles that helped me declutter my life have transformed how I run my marketing.If you're stuck on the marketing task wheel and ready to simplify, this one's for you.Ready to declutter your marketing? 📊 Take the B2B Marketing Strategy Scorecard: [Start] 🎓 Join B2B Breakthrough Academy: [Learn about BBA]🎥 Watch this on YouTube: [B2B Jade TV]Drop a comment and tell me - what's one thing you're going to STOP doing in your marketing this month?Jade

Join my upcoming January Marketing Reset Live Class https://luma.com/a1pd0c3hB2B marketers are doing too much, 2026 is the year we say "no more". Here's a candid overview on why I believe, and know, that doing less is actually leading to better results for the many marketers inside my strategy programme.Learn more about how to build a b2b marketing strategy you can feel confident https://b2bjade.com/breakthrough-academy

Take the marketers scorecard assessment to see how strategic you really are > https://b2bjade.myflodesk.com/scorecardFind out when the next intake for B2B Breakthrough Academy is > https://b2bjade.com/breakthrough-academy This episode is for B2B marketers who want to simplify their strategy, get buy-in from leadership, and finally get results.Many B2B marketers feel overwhelmed by high volumes of unstrategic tasks and struggle to get the results demanded of them. The reason? They’re not starting with a solid strategy, and their businesses often don’t understand marketing properly. Most aren’t even sure where to begin with writing a successful marketing strategy.In this episode, we’ll introduce the key steps to creating a simple marketing strategy that leads to real results - and one that almost guarantees leadership buy-in.What you can expect to takeaway:The key elements of a solid, no-fluff B2B marketing strategy that actually worksHow to simplify your approach to avoid overwhelm and wasted timeProven tips for getting leadership on board with your strategy from day oneI teach how to chose the best b2b strategies for your business in my marketing strategy course 👉 ⁠https://b2bjade.com/breakthrough-academy⁠