B2B Growth: Your Guide to B2B Marketing

The B2B marketing landscape has become harder to navigate. With debates raging on social every second, new marketing categories being created daily, and nearly 10,000 MarTech vendors vying for our attention, it’s no wonder the highest reported struggle across B2B marketing leaders is “lack of focus”.

Helping you find that focus is why B2B Growth exists. It’s like having your nerdiest B2B marketing friend in your pocket. We test the trends, debate the experts, and challenge the echo chamber to bring clarity to what really works.

This past year we asked 100 B2B marketing leaders 15 questions to find out what our peers were up to and covered the answers across 13 episodes. The questions were:

  1. What’s your most successful marketing channel?
  2. What are the marketing KPIs your CEO is looking at regularly?
  3. What is your marketing team’s biggest challenge?
  4. What is your all-time favorite book on marketing?
  5. What’s a recent book and podcast on marketing that you’ve loved?
  6. Who is the marketing influencer that you’re most influenced by?
  7. What’s the most overrated B2B marketing trend?
  8. What’s the most underrated b2b marketing tactic?
  9. If you could ask one question to 100 of your peers in B2B marketing leadership, what question would you ask them?
  10. What kind of data would you like to have access to as a B2B marketing leader?
  11. What is a commonly held belief in B2B marketing that you passionately disagree with?
  12. What technology are you looking to add to your tech stack?
  13. What’s the last resource you gave up your email address to get access to?

1. What’s your most successful marketing channel?

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Discussed in this episode:

  1. Leveraging Organic Search to grow community across marketing channels
  2. Optimizing organic search while emphasizing being human
  3. Aligning searcher intent and your unique brand voice

2. What are the marketing KPIs your CEO is looking at regularly?

Listen to this episode on: Apple Podcast | Spotify | Google

Discussed in this episode:

  1. The need to prioritize brand alongside demand
  2. Growing demand by delivering unique content
  3. Why pipeline must come from demand creation, not just demand capture

3. What is your marketing team’s biggest challenge?

Listen to this episode on: Apple Podcast | Spotify | Google

Discussed in this episode:

  1. How to beat the pervasive issue of shiny object syndrome
  2. How to curate new ideas while executing your current strategy
  3. The importance of setting goals and priorities

4. What is your all-time favorite book on marketing?

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5. What’s a recent book and podcast on marketing that you’ve loved?

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6. Who is the marketing influencer that you’re most influenced by?

Listen to this episode on: Apple Podcast | Spotify | Google

Discussed in this episode:

  1. Brand personality + expertise = influence
  2. Creating content as a strategy for discovering influencers
  3. Helping your business by making your CEO an “influencer”

7. What’s the most overrated B2B marketing trend?

Listen to this episode on: Apple Podcast | Spotify | Google

Discussed in this episode:

  1. The pendulum in marketing channels and mediums
  2. ABM as more than a buzzword
  3. Why creating content with your ideal client is a game-changer

8. What’s the most underrated b2b marketing tactic?

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9. If you could ask one question to 100 of your peers in B2B marketing leadership, what question would you ask them?

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10. What kind of data would you like to have access to as a B2B marketing leader?

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11. What is a commonly held belief in B2B marketing that you passionately disagree with?

Listen to this episode on: Apple Podcast | Spotify | Google

Discussed in this episode:

  1. Is B2B marketing fundamentally different from B2C?
  2. How to truly foster sales & marketing alignment.
  3. Assumption is the mother of all mistakes in marketing.

12. What technology are you looking to add to your tech stack?

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13. What’s the last resource you gave up your email address to get access to?

Listen to this episode on: Apple Podcast | Spotify | Google

Discussed in this episode:

  1. The content, events, and tools B2B marketers want in their inbox
  2. The right time for gated content
  3. Making your content so good that people are eager to give up their email to access it
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