B2B MARKETING THOUGHT LEADERS

Lessons learned from our interview series

MICHAEL BRENNERNEWSCRED

KIERAN FLANAGANHUBSPOT

DOUG KESSLERVELOCITY PARTNERS

BRYAN KRAMERPURE MATTER

ANN HANDLEYMARKETING PROFS

B2B MARKETING THOUGHT LEADERS

WHAT TYPE OF CONTENT TO PRODUCE

B2B MARKETING THOUGHT LEADERS ON

DOUG KESSLERVELOCITY PARTNERS

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We need to engage earlier with prospects, feeding them as they do their research and helping them do their jobs.

Before people can want what you sell, they want

what you know.

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”The best content for search engines is the

best content for peopleMICHAEL BRENNER

NEWSCRED

ANN HANDLEYMARKETING PROFS

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The ideal lengthfor a blog post is that

there is no ideal length. The real question is

“How many words do you need to deliver real value to your customers?”

KIERAN FLANAGANHUBSPOT

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”There is no secret sauce

to content that helps customers figure outtheir problems. It's content that delivers on

that promise. It helps your customers with a problem, shows them a solution.

DOUG KESSLERVELOCITY PARTNERS

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B2B marketers obsess about all the reasons people should buy our stuff.

We should be focusing on all the reasons people

should NOT buy our stuff.

ANN HANDLEYMARKETING PROFS

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”In content marketing, your story is not

what you do or what you sell –

it’s what you do for others.

KIERAN FLANAGANHUBSPOT

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Content that generatesawareness of a brand is

usually highly shareable. It's content that speaks to a core audience and has

some type of intrinsic value for that audience. Most people share content with their networks

because of how it makes them look.

PUBLISHING AND DISTRIBUTION

B2B MARKETING THOUGHT LEADERS ON

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”I recommend brands commit to publishing

at least once a dayMICHAEL BRENNER

NEWSCRED

KIERAN FLANAGANHUBSPOT

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When promoting content,

I would think about two types of paid tactics:

Content amplification - During the first week, I would use paid content amplification across social networks

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Content Retargeting - I would retarget my overall audience across social to further promote my campaign. For example, on Facebook I could retarget anyone who has visited my site or perhaps just my blog subscribers.

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We spent about 50%of our people and budget

on distribution. It's important to give even the best content a little

push. The best balance may depend on eachbusiness, but businesses often underestimate

the budget for distribution.

MICHAEL BRENNERNEWSCRED

MARKETING AND SALES

B2B MARKETING THOUGHT LEADERS ON

KIERAN FLANAGANHUBSPOT

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”Marketing needs to work

closely with sales to determine when a lead should be

handed over. You need to figure out what salessee as a sales ready lead and make sure you give

them those type of leads.

DOUG KESSLERVELOCITY PARTNERS

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In the better companies,

marketers and salespeople are part of one revenue machine, with mutual

accountability.

KIERAN FLANAGANHUBSPOT

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To really scale your content machine,

you need to figure out howyou can make contentpart of everyone's role,

not just the marketing team. Make sure you get buy-infrom both senior management and other teams within

the company who can help you create contentfor your audience

WHO CAN BE A GOOD MARKETER

B2B MARKETING THOUGHT LEADERS ON

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Content marketing is even more important for smaller businesses. And in some cases it’s easier where there isn't a legacy of wasted advertising

dollars. If you accept, as I do, that contentmarketing doesn't have to be expensive, then

anyone can do itMICHAEL BRENNER

NEWSCRED

ANN HANDLEYMARKETING PROFS

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Writing is usually hard because many of ustend to head straight to the page without

doing the necessary thinking first.

Good writing comesafter good thinking.

DOUG KESSLERVELOCITY PARTNERS

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Three top qualities of a successful B2B marketer:

Empathy. Hard-workingness.

(I'm trusting you won't realize thatthat's not really a word.)

Intelligence.

BRYAN KRAMERPURE MATTER

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”The three most important things in communication:

simplicity, empathyand imperfection.

DOUG KESSLERVELOCITY PARTNERS

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”Just talking like a human being who gives a damn

about the subject will make you stand out.

BRYAN KRAMERPURE MATTER

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”Whether you’re in B2C or B2B, in the end you’re always

marketing to people.

STORYTELLING AND CONTEXT

B2B MARKETING THOUGHT LEADERS ON

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”The next thing we're seeing is brands investing

in their storytelling talent. Writers, directors,videographers and even comedians –

brands need storytellersMICHAEL BRENNERNEWSCRED

ANN HANDLEYMARKETING PROFS

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The biggest mistake companies make is telling a corporate-centric story

and not a customer-centric one.

BRYAN KRAMERPURE MATTER

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”Most companies don’t

spend enough time thinking about their buyer

personas. Personas should also develop over time.

ANN HANDLEYMARKETING PROFS

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”Embrace the idea thatyour words are your

ambassadors. They tell your customers who you are before they

ever pick up the telephone to speak to you.

KIERAN FLANAGANHUBSPOT

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”When a customer comes to your website, do they see

the exact same thing that a prospect or lead see?

Context plays a massive role in helping you create a better funnel for

prospects, leads and customers.

BRYAN KRAMERPURE MATTER

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”Technology should tackle the obstaclesin human-to-human communication,

not replace it.

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