Mary Keough’s Post

Some of y'all can't get out of your kooky wonk talk and it shows. Never will I ever ask my mom friends how I could "optimize my child's throughput during exercise application." I'll just ask whether or not they plan on signing their kid up for baseball next season. Use real words. Use specific words. Use them in real-life context. Alienate some of your market with your copy. Because those you alienate sure as heck don't care now and won't care no matter what words you choose. #b2bmarketing #copywriting

Execution speed is king in marketing. It'll be hard to convince me otherwise. 👉 Getting edits done and sent 👉 Launching the campaign 👉 Posting the video 👉 Sending those emails If the strategy is there, getting it done faster is the most powerful lever you have. #b2bmarketing

📣 Calling all marketers searching for their next role! 📣 🫶 Aaron Weekes, James Boeckmann and I are opening up our podcast to you! We're booking 15 minute increments for any marketer who wants to chat about: 👉 The role you're looking for 👉 Your qualifications and background 👉 Your ONE, BIG impact project (you know the one: the one you use at every interview 😉 ) 👉 Anything you want to highlight that doesn't transfer to a resume or (gawd forbid) a cover letter 🤢 We'll then send you the recording so you can use it to beef up your portfolio or reach out to hiring managers. We will prioritize folks who have been recently laid off or are currently unemployed. DM me to book a spot! #b2bmarketing #marketingcareer #letsgetyouhired

Here's a bit of honest self-critique: One of the things that's held me back most in my career is thinking I can do it all myself. Or even that I HAVE to do it all myself. Then, guess what happens? The work is 70% of what it could have been. It's a slower process, but a more fruitful one when I involve the right people early and often. #b2bmarketing

The most interesting potential marketing play you have is easier to execute than you might think: 👉 Prove McKinsey and Deloitte wrong. Not in an overly aggressive or combative way. Here's what I mean: These big consulting firms talk a lot about big industry trends. And most of the time these trends don't change much. Sheesh, they've been talking about digitization, digital twins and the industrial metaverse for YEARS... But I don't see many manufacturing companies taking concrete steps towards this kind of future any time soon. And I'm sure the same is true for whatever industry you sell into today. So, bring that to light. What are the top 3-5 trends McKinsey and Deloitte say are coming for your industry and what are you ACTUALLY seeing? When it comes to what's working in B2B marketing today: 👉 Real stories > 3rd party trend reports 👉 Specificity > Generalizations 👉 First-party data and reports for a niche > General survey reports on a wider industry You, as a company, have way more value to bring to your customers than you realize. Yes, even more value than McKinsey and Deloitte can 😉 #b2bmarketing

They don't think it be like it is, but it do. #b2bmarketing

I think the most dangerous thing for marketers today is an artificial fear of failure. The stakes feel high. 👉 Layoffs 👉 Marketers looking for work for 3,6,12+ months 👉 Companies slashing marketing budgets 👉 Marketers asked to do activities “outside their job description” Now feels like a time to “de-risk” marketing. But is this actually what you’re being asked to do? It’s easy to create a false internal narrative based on outside forces. Resist that urge. Now is the time for big bets based on solid marketing fundamentals. Once you have STP that’s working, place a big bet. Do the podcast Do the webinar series Do more video Do less lead gen and more demand gen Take the risk. Because in the end, the stakes aren’t as high as you think they are. #b2bmarketing

"If you want to accelerate your career, get on a rocket ship." Heard this career advice a couple years ago and I haven't felt this more than I have at CoLab. ✅ KILLER team ✅ Critical product ✅ Marketing, Sales, CS and Product firing on all cylinders ✅ Series B funding round So stoked for what we'll do next. One team. One mission. 🤘 LET'S GO!

Here's the exact formula we used to re-write the Use Case pages on our new website: 🔴 Header = Specific benefit that addresses a direct pain This could have easily been: - Speed up your product development process - Get your product to market faster - Lower product cost while increasing value But those are Level 1/2 benefits. Those are for your homepage and maybe the Use Case H1. A secondary module addresses a very specific pain that your customer wants solved right now. 🟠 Pain Boldly state the current pain and make the reader *feel* it. Use words your customers use. 🟡 Agitate Depending on your audience and your ACV, it might not be enough to just state the pain. You gotta make them feel the effects of that pain. 🟢 Give 'em the solution But not just your product -- what your product DOES to solve the pain. 🔵 Tease what's possible once the pain is solved. This doesn't have to be a big, bold claim like "And then watch your revenue skyrocket!" Keep it simple. What are the immediate benefits of solving the pain. The biggest miss I see with Product, Solutions or Use case pages today is that they're too high-level. Bring it back down to the daily pains your customer feels. Because as the wonderful Grace Wright once said: "People are NOT going to do the mental gymnastics required to tie your product to a high-level benefit." So, don't make them. #b2bmarketing #productmarketing