B2B SaaS marketing leader Brandon Ring on how teams can leverage HubSpot for B2B marketing success. Brandon discussed why teams are setting themselves up for failure if they don’t fully utilize HubSpot and emphasized the benefits of lead scoring, closed-loop reporting, and evergreen campaigns.
Tom Schwab (Founder & Chief Evangelist Officer, Interview Valet) on how strategic marketing leads to more profitable clients. Tom discussed why high-level clients are more responsive to meaningful conversations, such as targeted podcast interviews, rather than the conventional marketing funnel. He also emphasized the importance of understanding the client’s unique needs and leveraging data-driven research to identify the right platforms.
Bill Rice (Principal Consultant, Bill Rice Strategy Group) on how 90-day marketing plans drive predictable growth in B2B. Bill outlined a proven framework for the 90-day marketing plan that strikes a balance between strategic planning with tactical execution. He also shared insights into common pitfalls to avoid, the importance of simplifying marketing tools, and the need for cross-functional collaboration to achieve success.
James Hurman (Founding Partner, Previously Unavailable) on how creativity leads to better results in B2B marketing. James emphasized the need for evidence-based marketing, advocating for a balanced budget between brand building and sales-focused advertising. He also outlined the pitfalls to avoid, the significance of executional quality, and the impact of familiarity bias.
Rai Cornell (Founder & CEO, Cornell Content Marketing) on how to get 90% pre-sold buyers using psychology-driven marketing. Rai advised against using manipulative tactics and emphasizes the power of long-form content to attract and engage audiences. She also discussed common pitfalls to avoid, the role of humor in building rapport, and the importance of prioritizing long-term content success over short-term revenue gains.
Dan Balcauski (Principal Consultant, Product Tranquility) on how customer segmentation directly influences B2B pricing strategies. Dan did a deep dive into the value cascade, which includes use value, exchange value, perceived value, and willingness to pay.
Becky Lawlor (Head of Content and Research, Redpoint) on how to discover what content drives B2B buyers to act. Becky emphasizes the importance of original research-based content in B2B marketing. She also outlined the key pitfalls to avoid, revealed which content formats are valued by buyers, and offered some practical tips on conducting interviews and crafting customer stories.
Aya Saad (CEO, Vivian Agency) on how B2B companies can effectively utilize affiliate and influencer programs to propel growth. Aya highlighted what she believes the “untapped opportunities” are for B2B, and outline some of the key do’s and don’ts for successful affiliate and influencer marketing.
Laurier Mandin (President & CEO, Graphos Product) on how small B2B marketing teams can outperform larger competitors. Laurier highlighted how having a deep understanding of customer needs and developing a solid go-to-market strategy can lead to success. He also mentioned key pitfalls to avoid and provided actionable advice for validating a business, product, or service idea without a massive research budget.
Pete Fairburn (Co-Founder, Morphsites) on how B2B marketing teams can optimize their measurement strategies for better results. Pete highlights common pitfalls to avoid, the importance of tracking the entire lead lifecycle, and how to analyze data to act on valuable insights. He also elaborates on the critical need for collaboration between marketing and sales teams, leveraging AI for task automation, and creating a continuous feedback loop to improve campaigns.
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