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Tag: B2B

FV 5: How to Become a B2B Thought Leader in 2024 | Ashley Faus

Posted on by Will Yuste

Join us for an engaging conversation as Ashley Faus dives deep into the art of B2B marketing and thought leadership. Discover why true thought leadership requires both bold ideas and leadership skills, and learn about Ashley’s four essential pillars of thought leadership: credibility, profile, prolific output, and depth of ideas.

Key Highlights:

  • The power of source ideas to shape your content strategy.
  • How to build meaningful relationships with creators for lasting impact.
  • The evolving connection between B2B companies and the creator economy.
  • Navigating the rise of AI while keeping human creativity at the forefront.
  • Practical steps for founders and CEOs to kickstart a thought leadership program.

Even if you’re a marketer, founder, or creator, this episode is wrapped with useful insights on content strategy, leveraging influencers, and the future of B2B marketing. Don’t miss it! 

TIMESTAMPS:

‍00:00 Introduction and Background

‍05:30 Defining Thought Leadership

‍10:35 Creating Depth of Ideas

‍23:13 Challenges in B2B Marketing Attribution

‍35:33 Leveraging Influencers, Subject Matter Experts, and Thought Leaders

‍46:41 Starting a Thought Leadership Program

‍47:51 Creating Source Ideas and Strategic Elements

‍54:35 Roles and Career Advice in B2B Marketing

‍01:00:46 The Future of B2B Companies and the Creator Economy

‍01:05:57 The Impact of AI on Content Strategy and B2B Marketing Roles

FV 3: How B2B companies should spend marketing dollars | Liam Moroney

Posted on by Will Yuste

In this episode, Liam Moroney, founder of Storybook Marketing, unpacks the buzz around demand generation and how B2B companies can optimize their marketing spend.

Here’s what’s inside:

  • Why “demand gen” is the LinkedIn buzzword everyone loves but no one defines clearly.
  • How B2B can borrow from B2C playbooks—without falling into consumer marketing traps.
  • The biggest budget mistakes B2B marketers make (hint: lead gen isn’t everything).
  • Why building brand affinity (yes, even with podcasts) matters as much as revenue metrics.
  • Pro tips on refining your ICP for laser-focused campaigns and evolving it as you grow.
  • How authentic LinkedIn videos filmed in real-world settings can grab attention and build trust.

Liam also shares practical tips for balancing creativity and efficiency in video production while keeping it real. If you’re willing to rethink how you approach demand gen, this episode is packed with useful insights you won’t want to miss.

Listen now to improve your B2B marketing approach!

TIMESTAMPS:

‍00:00 Introduction and Background

‍02:24 The Rise of Demand Generation in B2B Marketing

‍06:01 Influence of B2C Marketing on B2B Marketing

‍10:43 The Future of Demand Capture and Marketing Budget Allocation

‍13:08 Misallocation of Marketing Budgets in B2B Companies

‍22:37 Determining Marketing Budget Allocation

‍29:11 Ensuring Alignment for Execution Excellence

‍35:47 The Obsession with Tech and Tools for ROI Attribution

‍42:37 Understanding the Audience and ICP in Demand Gen

‍43:59 Identifying the Ideal Customer Profile (ICP)

‍45:16 Narrowing Down the Target Audience

‍46:10 Making Educated Guesses on the ICP

‍47:28 ICP Evolution and Expanding Target Audience

‍48:52 Creating Videos in Nature on LinkedIn

‍53:21 Workflow for Creating LinkedIn Videos

FV 2: How to run Customer Interviews that drive actionable insights | Ryan Paul Gibson

Posted on by Will Yuste

Ryan Paul Gibson, the founder of Content Lift, shares how you should conduct customer interviews that provide priceless info for your B2B marketing efforts. He talks about how direct conversations with your customers can reveal buyer motivations, different pain points and the general decision making process.

Ryan and Will discuss the importance of asking the right questions selecting ideal candidates for the interviews  then analyzing their responses and tweaking your strategy.

The responses you get can help prove or disprove your assumptions, refine the messages you’re running with and further align your marketing efforts with the real needs of your customers.

TAKEAWAYS:

  • Customer interviews uncover actionable insights for B2B marketing.
  • Direct conversations with customers provide deep understanding of their behaviors and motivations.
  • A structured approach ensures consistency and reliability when conducting interviews.
  • Selecting the right interview candidates, such as recent customers, is key to obtaining relevant insights.
  • Asking open-ended, unbiased questions encourages detailed and honest responses.
  • Analyzing interview data helps identify patterns and actionable findings to inform strategies.
  • Understanding the buyer’s journey reveals key decision-making processes and pain points.
  • Insights from interviews align marketing strategies with real customer needs and preferences.
  • Customer feedback challenges assumptions, ensuring messaging is accurate and resonant.
  • Actionable insights from interviews drive better marketing strategies and business growth.

TIMESTAMPS:

00:00 Introduction 

02:25 Ryan Paul Gibson’s Journey and Content Lift 

06:18 The Evolution of Customer Insights in B2B 

10:02 Common Mistakes in B2B Go-to-Market Strategy 

17:32 Conducting Effective Customer Interviews 

21:29 Crucial Steps in Conducting Customer Interviews 

32:47 Why Marketing Teams Struggle with Customer Research 

42:16 Analyzing and Actioning Customer Insights 

45:08 Creating a Central Operating System for Insights 

47:13 Leveraging Tech and AI in Customer Insights 

52:07 Building a Slack Integration with GPT 

54:20 Making the Most of Customer Insights in Sales 

58:17 Adapting to the Shift in B2B Buying

FV 1: Full-funnel Marketing to an ABM list | Andrei Zinkevich

Posted on by Will Yuste

In the very first episode of the FounderVideo podcast, we have the pleasure of listening to our host Will Martin interview Andrei Zinkevich, a B2B marketing strategist and the founder of Full-Funnel.io. He has experience with building ABM campaigns for companies in highly valuable yet niche markets.

Andrei points out the importance of the Ideal Customer Profile (ICP) and says that having customer interviews can provide important data to help shape your messaging, positioning and overall campaign success.

The key takeaway is that successful ABM requires customer-oriented strategies, a lot of testing and balancing awareness with demand generation.

TAKEAWAYS:

  • Andrei Zinkevich specializes in ABM strategies for niche, high-value markets.
  • Identifying and targeting Ideal Customer Profiles (ICPs) is critical for ABM success.
  • Customer interviews uncover insights to shape messaging and positioning.
  • Over-reliance on lead generation without building awareness is a common mistake.
  • A full-funnel approach connects awareness, engagement, and demand generation.
  • Aligning sales and marketing teams is key to ABM performance.
  • Effective ABM focuses on quality engagement over lead volume.
  • Testing assumptions and validating strategies ensures long-term success.
  • Balancing awareness and demand generation drives sustainable results.

TIMESTAMPS:

00:00 Introduction

03:00 Learning Account-Based Marketing 

06:31 The Importance of a Holistic Approach to Marketing 

13:13 The Importance of Awareness in Full Funnel Marketing 

20:11 The Timeline for Success in Awareness Programs 

28:24 The Value of Customer Interviews 

37:36 Common Mistakes in Gaining New Business from LinkedIn 

42:47 Defining the Ideal Customer Profile (ICP) 

52:33 Linking Positioning to the ICP and Go-to-Market Strategy 

53:47 Crafting a Good Positioning and Value Proposition 

56:01 SOP Intent Data Tracking on LinkedIn Organic 

58:36 The Obsession with Metrics and ROI