Jessica Shapiro’s Post

In recent years, online channels have become a non-negotiable for businesses who are aiming to grow their audience and sales. This shift is evident not only in B2C marketing but also in B2B. Many businesses that previously relied heavily on in-person events, such as trade shows and conferences, have adapted to great success. Those who were willing to adapt quickly have seen this pay off greatly, but there's still time to seize the advantage! Find out more in our latest blog: https://bit.ly/3Rjk3KE #DigitalMarketing #Marketing #Advertising

Interesting perspective on B2B marketing strategy and tactics for industry events like NRF, Shoptalk and others. In a post-COVID world these conferences are more important than ever, and have often replaced many of the sales trips/one-on-one sales meetings, but they need to be considered in the context of a holistic marketing strategy.

Is brand one thing or is it everything? Earlier this week I attended a great B2B marketing meetup in Tel Aviv hosted by Billy of Envy and Elad Hefetz of Airfleet. There were some great talks by Elad and Billy themselves , as well as a cool creative idea or 2 shared by Oren Hacohen and standout features coming to LinkedIn teased by Ehud Ben Haim (very excited for those). But towards the end, Maayan Sella brought up an age-old argument she's had with Billy: Does brand live in its own marketing bucket, or does brand actually live everywhere, in every bucket? A great question. Honestly, I was a bit bummed that in a b2b marketing meetup, brand didn't really come up much. And narrative was a no-show. (Next time..) But this question got my attention. Is brand one thing or everything? My answer - yes. Brand is everything. And it's also one thing. It's everything because if you treat it as just one thing - typically the creative arm of your marketing team- this happens: - it's more of a cosmetic effort than a strategic one - there's no NEED for brand to be in-house. So no ownership - the marketing output is heavily branded. And everything else... isn't. - the go to market team, especially executive team, struggle to see its value day to day, and therefore resist green lighting brand efforts that aren't aggressively sold internally It needs to be seen as strategic. Founder-level stuff. Its impact needs to be felt by sales reps, CFOs and even investors alike. It needs to be inseparable from the core strategic efforts of the business. But if it's everywhere, then there's no owner. No dedicated budget. No seat at the table. It needs its own bucket, that pours into every other bucket. Not just the marketing buckets. All other buckets. I wish I could say I'm exaggerating. But I'm not. End of rant. Hope that settles things Billy and Maya. Agree?

The landscape of marketing is shifting. Consumers demand more than a simple transaction; they crave authenticity, value, and respect. This is where Catch & Release Marketing emerges, a philosophy championed by Jacob Sanders , whom I recently met at the B2B Marketing Exchange. Catch & Release Marketing prioritizes ethical practices, audience autonomy, and fostering trust-based relationships. It's a shift in perspective, viewing marketing as a conversation, not a transaction. It's about building genuine connections and earning trust, not just chasing a quick sale. This resonates deeply with the growing trend of values-driven marketing, and that's the very focus we hold at the Marketing Accountability Council (MAC) Http://accountability.marketing Join us as we explore the future of marketing, a space where diverse strategies and ideas go beyond the textbook and are profiled and shared through the MAC platform. #CatchAndReleaseMarketing #Marketing #FutureofMarketing #ValuesDrivenMarketing #b2bmx

LinkedIn's VP of Marketing, Minjae Ormes, presented interesting findings at the Cannes Lions International Festival of Creativity. The study, conducted with Bain & Company, highlighted the distinction between 'target' and 'hidden' buyers in B2B marketing. Target buyers are experts in the service being sold and generate buying signals, meaning they're often in your database. Meanwhile, hidden buyers, such as decision-makers in procurement, remain unnoticed by marketing signals. The latter values trust and reliability, whereas target buyers have a greater risk appetite for innovation. It's crucial to consider both groups in your marketing strategy, as hidden buyers hold 50% of the buying decision influence, yet their needs are often overlooked by marketers. https://lnkd.in/gRQmFVnX Thanks Marketing Week for the great read!

🚀 Ready to supercharge your word-of-mouth sales? I couldn't agree more with this insightful article on ambassador marketing! Check it out to learn how brands are building authentic connections and driving sustainable growth. #BusinessCasual (Link to article) Check this out: https://lnkd.in/g3WaWvXF

📣 Mixing It Up: A Multifaceted Approach to B2B Brand Awareness Building brand awareness is essential for businesses looking to attract new clients, establish credibility, and create enduring relationships in the cutthroat B2B landscape of today. A comprehensive strategy that includes digital marketing, brand communication tactics, and both online and offline activities is needed for a successful brand awareness campaign. Based on hands-on experience, you need to review the following tactics: 🚨 Digital Marketing: Make the most of this channel's capabilities to expand your reach, interact with prospective clients, and establish thought leadership. The following are important digital marketing tactics for building B2B brand awareness: email marketing, social media marketing, content marketing, and search engine optimization (SEO). 🚨 Brand Communication Strategies: Create compelling brand stories, promote thought leadership, and establish clear and consistent brand messaging. Four essential brand communication techniques are brand positioning, brand messaging, brand storytelling, and thought leadership. 🚨 Online and Offline Activities: Take part in trade shows, conferences, and industry events; sponsor industry events; and build connections with noticeable industry leaders and top third parties. Host webinars online and take part in sustainable & environmental green initiatives. Important B2B business activities both offline and online include: Educational Newsletters, webinars, conferences and Events, public relations, both offline and online. 🚨 International Exhibitions: Expand your audience, create connections, produce leads, and improve brand awareness. ℹ By adopting a multifaceted approach that combines online and offline channels, B2B businesses can effectively build brand awareness, attract new customers, and achieve their business goals. #B2BmadeEasy #B2BBrandAwareness #DigitalMarketingStrategies #BrandCommunication #OfflineMarketingActivities #InternationalExhibitions #BrandPositioning #BrandMessaging #ThoughtLeadership #IndustryEvents #PublicRelations #GlobalBrand #BusinessGrowth #MarketingSuccess #B2BMarketing

I was chatting with Phil the other day about the efficacy and ROI of big dog events like NRF. It got me pondering about the way I think and talk about B2B marketing. My two cents: ........ - I used to bang on that marketing for agencies and partner led tech companies was a simple mix of content (incl events), strategic outbound and partnerships. - I'm still bullish on this approach, but it needs to be applied against the backdrop of a brand and tactical marketing framework. - Why? By categorising each initiative as a brand or tactical play, it sets the expectation and therefore measurement, investment and priority of the initiative itself. - For example. I see things like NRF as a brand play. The objective is not BOFU lead conversion and therefore the ROI will always be abstract and hard to measure. But many invest in these things expecting high ROI, which is what one should expect if it's a tactical initiative. - Of course, this thesis is not full proof. There will be outliers. We might just do things because we want to, not because they follow any academically endorsed strategy. Eg, at We Make Websites, we paid to have our logo on a massive billboard in uber-cool East London circa 2017. In hindsight, that was quite inspired. - Phil made a great point about brand plays. It's about 'showing up and caring about showing up'. I really like this. - See a screenshot of my brand and tactical framework below 👇 ........ Curious what other B2B marketing heads think about this? Anton, Tom, Louise, Kelly, Luke, Joe? #b2bmarketing

𝗦𝘁𝗲𝗽𝗽𝗶𝗻𝗴 𝗨𝗽 𝗬𝗼𝘂𝗿 𝗕𝟮𝗕 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗚𝗮𝗺𝗲 - 𝗔 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝘁𝗼 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 As the world of B2B marketing accelerates at an unprecedented pace, it's time for marketers to take a strategic step back. Amid the data deluge, expansive media choices, and time pressure, there's a growing need for a comprehensive guide, a playbook, to succeed in this ever-changing environment. Our B2B Brands Playbook is a reservoir of wisdom distilled from years of hands-on brand management experience. This playbook is more than just a book; it's a beacon that lights up the path to effective B2B branding in a world teeming with information and possibilities. The B2B Brands Playbook isn't about abstract theories; it's a practical, action-oriented guide designed to convert busy marketers into strategic brand leaders. It aims to equip you with the knowledge to think strategically, define your brand positioning, craft a brand plan that everyone can follow, inspire intelligent and creative marketing execution, and perform in-depth brand performance analysis. It's about going beyond 'getting things done.' It's about taking the time to ask if we are doing the right things. It's about transforming data into meaningful, analytical stories that guide decision-making. It's about quality over quantity when it comes to media choices. 𝗠𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁𝗹𝘆, 𝗶𝘁'𝘀 𝗮𝗯𝗼𝘂𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝘄𝗼𝗿𝗸 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂, 𝗮𝘀 𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿, 𝗹𝗼𝘃𝗲, 𝘀𝗼 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗰𝗮𝗻 𝗹𝗼𝘃𝗲 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱. So, whether you're a seasoned marketing executive, an entrepreneur carving out your niche, or a budding marketing enthusiast, the B2B Brands Playbook is designed for you. It is the tool that you can refer to when writing a brand plan, creating a brand idea, developing a creative brief, making content marketing decisions, or leading a deep-dive business review. Experience the power of the B2B Brands Playbook and start building a B2B brand that your customers will love. 𝗬𝗼𝘂𝗿 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 𝘁𝗼𝘄𝗮𝗿𝗱𝘀 𝗺𝗮𝗿𝗸𝗲𝘁-𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗕𝟮𝗕 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗯𝗲𝗴𝗶𝗻𝘀 𝗵𝗲𝗿𝗲: https://lnkd.in/eiAvATa8 #B2BMarketing

🚀 Ensuring Brand Integrity Through Strategic Outbound Marketing: 5 Key Steps At Shivyaanchi, we prioritize safeguarding your brand reputation in every outbound marketing campaign. Here are the top 5 steps we take to prevent any damage: 1. Transparent Unsubscribe Options and Lead Source Mention: We believe in fostering genuine connections. That's why our outbound campaigns include crystal-clear unsubscribe options and explicitly mention the lead source. Transparency is the cornerstone of ethical marketing, ensuring recipients have control over their preferences while understanding where the engagement originates. 2. Strict Adherence to Compliance Laws: Respecting and adhering to compliance laws is non-negotiable. Our team diligently stays informed about the legal landscape in your target audience's location. This commitment ensures that every aspect of our outbound campaigns aligns with regulatory standards, safeguarding your brand from potential legal implications. 3. Respectful Engagement, No Push Beyond Disinterest: Once a prospect indicates disinterest, we take a respectful step back. Our approach is to build relationships, not to push relentlessly. We recognize the importance of the first sign of disinterest and refrain from any further outreach, preserving your brand's image and maintaining a positive interaction history. 4. Continuous Feedback Loops for Campaign Optimization: Our commitment to your success extends beyond mere execution. We establish continuous feedback loops, closely monitoring campaign performance. If, at any point, it becomes apparent that the offer doesn't resonate or align with your prospects, we don't hesitate to pause or recalibrate the campaign. This proactive stance ensures resources are allocated where they matter most. 5. Respecting Boundaries: Successful outbound marketing is about more than just reaching out—it's about doing so strategically. We respect boundaries by meticulously timing message send-outs, crafting clear and non-deceptive copy, and conducting thorough research on prospect pain points. This comprehensive approach maximizes the chances of connecting with the right people at the right time. __ #OutboundMarketing #BrandReputation #B2BMarketing #MarketingStrategy