Explore every episode of the podcast THE 414 - B2B Marketing Podcast
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Title
Pub. Date
Duration
Preparing For The B2B Post-Covid Boom
13 Jul 2021
00:41:34
As we come out of the pandemic there’s expected to be a sizeable economic boom.
But in order for you and your company to benefit fully from it there is one key quality which will determine just how well you do...
Adaptability will be the deciding factor, but ahead of that you need to have a clear understanding of what you’ll need to re-think and re-evaluate.
By contrast, inflexibility and blindly continuing with the same approach and processes for Sales & Marketing is not just ill advised, but it could prove fatal.
So if you would like a detailed appreciation of everything that you need to re-evaluate so that you can be pivotal in your company’s future success, you absolutely need to watch this week’s show.
The goal will be to equip you with a clear road map which you can use to instigate and inspire a vitally important discussion for how your company’s combined Sales & Marketing operations can prepare to adapt at this crucial point in time.
Live from West Wickham, London, with the quite excellent Stuart Giddings!
The 414 - Insights & Wisdom from the Greatest Minds in B2B Marketing.
Buyers want to be confident that they will be successful if they purchase and implement your product or service.
As a marketer you can help speed up sales cycles and provide higher quality marketing qualified leads if you address these confidence issues in your content.
The goal is to become buyer-centric and position everything you put out so that at every touch point it’s helping address the issues which need to be tackled before a purchase decision in your favour can be made.
Well educated clients who are fully confident in your offering even before speaking with sales is the ultimate benchmark of marketing excellence.
So this week on the show we’ll get a complete appreciation of what those buying confidences are, why they’re important and how you can deal with them.
This week live from Boston, MA with David Kirkdorffer!
The 414 - Insights & Wisdom from the Greatest Minds in B2B Marketing.Sign up for future episodes at www.The414.net
Having a six figure budget and dedicated team large enough to fill your local TGI Fridays is awesome for running ABM campaigns.
But small teams should not be dissuaded if the prize is big enough!
The concept we’ll be examining is that if you’ve got really valuable target accounts... why would you use spray and pray when you can actually spend your money in a much more targeted way?
This also aligns perfectly with the drive to make B2B marcomms more personalised and authentic.
Particularly for small companies where rapid growth is the stated goal, an ABM strategy which is tailored for making the best use of comparatively limited resources is not just smart but borderline GENIUS when you realise the full potential of what you can achieve.
This week LIVE from Newbury, UK with Helen Brown!
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Winning large accounts, particularly through ABM is often a lengthy and hugely resource intensive process.
But rather than going head-to-head and competing on the same terms, what if you took the gloves off and re-wrote the rules of engagement?
What if instead of having a selection of key accounts, you focused your firepower on just the one?
Marketers who work closely with sales teams continually outperform their competitors.
So if you have an open mind and are up for embracing a rebel like disregard for how things are done normally, the concept of Account Based Selling could prove to be the most exciting new concept that you’ll have come across in a long time.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Outgunning Competitors Who Have Much Bigger Budgets (RELOADED)
16 Apr 2021
00:47:27
Being smart with what resources you have can often lead you to victory, even when pitched against a much larger adversary.
Time and again, challenger brands and companies pull the rug from under industry giants.
It's great to hear those stories, but what if you did exactly that? What if you set about re-evaluating your resources and how you use them?
Specifically, we're talking about your bringing your colleagues in to help.
They are as it would seem, very commonly an untapped resource with regard to how they could greatly assist in nurturing market qualified leads.
Creating and fostering relationships, building trust and and staying top of mind is a huge undertaking which you address on a daily basis.
But unless every employee is directly helping with that through their social media, you're missing out on a huge opportunity.
This week on the show we'll be looking into the possibilities to be had and what difference it can make to your company.
Also, how to have everyone in your company help nurture clients and play a significant part in the sales process, all with minimal effort.
Live from Toronto, Canada.... Johnathan Baldock
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Washing the dishes and dealing with data have something in common.
Unless you wash the dishes you’ll be in trouble the next time that you want to eat.
The same is true for your marketing data.
A mistake which a lot of marketers fall into is focusing on metrics, as apposed to owned data.
Metrics such as email open rates and website bounce times are useful.
But your true customer data needs to be embraced, loved and close attention be paid to it.
Poor quality, inaccurate, and old data is likely to result in a raft of problems ranging from rightfully getting ear bashing from sales for giving them poor quality leads, as well as directly being directly responsible for negatively affecting your company’s profitability.
In short, as a marketer you have to step up and make data management and maintenance a core part of your skill set.
It’s not glamorous, but the results which will come of it, will certainly be worth it.
From the city that never sleeps, presumably because of all the wonderful data analysis that they’re always doing, Ruth Stevens LIVE from New York.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Free alcohol, always being the funniest person in the room, invites to glamorous events as well as being the envy of friends for their chosen career path.
Of course, professional comics also enjoy those kind of perks too, but what can B2B marketers learn from a professional comedian?
Well, as it turns out their ability to understand and connect with people on an emotional level is the core skill which we as B2B marketers are all keen to develop further.
The drive to engage with customers as real people with thoughts, feelings and emotions really is where the money’s at.
So without giving the game away, my guest this week - a former professional comedian turned agency owner will be sharing his rather unique take on how to do just that.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
One of your key skills as a B2B marketer will be in producing epic content.
Let's not be shy about that.
And it's borderline heartbreaking when your hard work in producing content goes to waste.
But sadly, that is typically the norm rather than the exception.
The problem stems from the fact that most content lacks a clearly defined strategy to maximise its potential and get it in-front of people in a variety of different forms.
The truth is, that you owe it to yourself and your company to maximise every core piece of content because if you don't, you're throwing away valuable opportunities to connect with customers and deliver solid value in the process.
This week on the show we'll be saying "no more", no more wastage, and from now delivering the greatest ROI for everything which you and your team produce.
To do that you'll need a strategy and a road-map, and that's exactly what we'll cover and empower you to create.
With this strategy defined and in place you will as a result free up more of your time in the process.
Joining me LIVE from Serbia, will be Nemanja Zivkovic.
Click the button below to join in, live this Thursday the 18th at 3:00pm UK time.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Your funnel, or specifically your marketing funnel map is supposed to be your definitive guide for how leads eventually become customers.
But what if that map is not a true representation of how things are, and how things work in the real word?
What if there were certain assumptions or biases at play when it was conceived and codified?
And have you ever challenged yourself to find discrepancies in it?
According the latest research where 2.5% conversion rates on content driven funnels are the average...
Marketers who take a critical assessment of how their funnels works are seeing those conversion rates increase up to around the 35% mark.
This week on the show we'll be looking into, and finding out about what it is that you need to set about reconsidering and questioning, to help increase your funnel's performance.
Essentially, we're talking about conducting an MOT of the customer generation machine for which you're responsible.
Live from South Africa, Eben Meyer covers everything you need to know to level up your performance and results.
This week with Mary Laniyan.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
As a B2B marketer you're in a much better place to help drive efficiencies and profitability for your company than you might think.
In fact, it really is an opportunity for you to shine.
Every piece of software that your company uses makes up your tech stack, but you're likely in a better position than anyone else to investigate and strategise what other tech or software could be adopted to improve efficiencies, lower costs, reduce time and of course increase profitability.
So this week on the show we'll be taking a detailed look for how you can set about delivering all of those benefits at a time when every single one will be most welcome.
As a B2B marketer you're in a much better place to help drive efficiencies and profitability for your company than you might think.
In fact, it really is an opportunity for you to shine.
Every piece of software that your company uses makes up your tech stack, but you're likely in a better position than anyone else to investigate and strategise what other tech or software could be adopted to improve efficiencies, lower costs, reduce time and of course increase profitability.
So this week on the show we'll be taking a detailed look for how you can set about delivering all of those benefits at a time when every single one will be most welcome.
This week with Mary Laniyan.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Agile development is a process which can benefit B2B marketers, and it originates from software development.
Back in 2001 a group of software engineers got together to create a framework to facilitate adapting to changes as projects developed.
The goal was to ultimately deliver better projects more efficiently.
Today, that approach to development and improvement is often shortened to simply, Agile.
And Agile as a discipline has enabled many industries, including marketing, to benefit in the same way.
Agile completely transformed the software and computer industry through the efficiencies and improvements that it offered.
So this week on the show, we'll be looking into how Agile can be used to improve B2B marketing teams and the results which they deliver.
This week with Mary Laniyan.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
If you've ever been asked to put on an event at a drop of a hat, or to 'work a bit of marketing magic' on the creative equivalent of someone's last will and testament, then that's exactly how your SEO team feels when you ask them to get you ranking high on Google for anything and everything.
Now whilst it's true that your SEO team has powers similar to Harry Potter, the truth is that your company will get a ton more free traffic and leads IF those wizards receive a little help.
What I mean by that, is that SEO should not be seen as an add-on process or a finishing touch.
Rather, if B2B marketers truly embrace SEO as a discipline which everyone is onboard with, there are big wins to be had.
Those wins will be in the form of free traffic and leads which are there to be had if you adapt your strategy for how you produce content.
So this week on the show, we be looking into how you can make SEO more of a team sport as well as to bring you up to speed on the latest developments along with what's on the way.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Connected TV , or CTV for short is how nearly the majority of us watch or consume television.
Previously, television advertising only really suited B2C brands.
But CTV offers advertisers the ability to target customers in a way which traditional linear broadcast television never could.
With online advertising becoming more crowded by the day, CTV offers the opportunity for more focused attention in a relatively uncluttered space.
So if you’re up for exploring new possibilities, you may well find that incorporating a television advertising campaign into your marketing mix might not sound as crazy as it previously would have.
This week with live from Sarisota, Florida with Hamid Qayyum!
Personalising B2B content is the next frontier which B2B marketers need to overcome and conquer.
But conquering will also mean choosing the BEST content to personalise, and get in front of audiences.
John Wanamaker is one of the American pioneers of marketing, who famously said "Half the money I spend on advertising is wasted; the trouble is I don’t know which half".
Now that concept can easily be applied to personalised content, because there’s no point in personalising that which is just not sticking.
So the winners will be the ones who make a point of identifying their best performing content, personalising it, getting in front of the right people.
After all, if something works, keep doing it, and do more of it!
Successfully engaging with B2B buyers using personalised content at scale will be our focus this week on the show.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
It’s the marketing equivalent of a cold shower, juice detox and vitamin shots.
Yes, every once in a while you need to hear the facts straight, but if you’re brave enough to take them, you’ll be a lot better off for it.
The buck stops with the CMO, so we’ll be looking into where CMOs go rogue, and what the best ones do to stay at the top of their game.
Equally, if career progression is key for you, this week’s show will give you a series of priceless insights.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Right now we're in a fantastic transition period of B2B marketing.
The concept of marketing to buyers as if they're real people is really taking off.
If that sounds obvious to you, then you're already enlightened, but equally there are a lot of people who are yet to truly discover this.
But here's the thing, LinkedIn are on a mission to purge auto messaging from the platform.
Anyone still doing that risks having their account suspended, as well as hurting your brand reputation because of how impersonal it is.
So this week on the show we'll be looking into a highly effective methodology which is perfect for working with LinkedIn, and the way in which users want to use the platform, which ultimately results in you generating high quality marketing qualified leads AT SCALE.
And even better yet, because it's a wonderful organic approach which only requires the marketing spend equivalent to a drop of whiskey in your coffee. You'll be very hard pressed to find a more efficient and greater ROI approach to acquiring new customers.
With Michael Moynahan, Founder, B2B Insiders.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Account Based Marketing, or ABM, is a hot topic right now, and it's increasingly being seen as a strategy which everyone needs to adopt in order to 'keep up with the Joneses'.
But even more controversial than Harry styles in a dress, and hopefully with more substance, is the notion that ABM is NOT for everyone, and even more shocking is the claim... that given the size and scale of businesses in the UK, ABM is actually only suited to a select number and certainly not the majority.
All is not lost though, because whilst the most important thing to ascertain is whether or not ABM is right for you and your company, you can still adopt certain ABM best practices.
In this week's show we look into the 3 pillars of ABM, why most projects fail and how you can avoid that.
Plus, giving you everything you need to be able to determine if you should be going after a 5-course ABM commitment, or more of a light afternoon buffet.
Either way, you'll get the answers you need and you'll be in a much better position moving forward.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
But particularly right now where there are likely to be cut-backs, now more than ever, if you work in marcomms you need to make sure that everyone in the business understands what you do and why it's important.
After all, if you're fighting a fire you don't turn off the water. That's obvious, but unless everyone sees your work as being obvious, there is a risk you could inadvertently get cut off.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Previously PR was just about generating awareness to help with lead gen. But there’s been a significant shift in B2B PR in recent years which has really stepped up the game.
For the trailblazers in B2B, PR is now tightly integrated with both sales and marketing for what you might refer to as the trifecta of lead gen.
These teams now operate in a similar manner to how special forces units do.
Their work is meticulously pre-planned, each component knows exactly what the others are doing and why, and they all have a single mission objective which they are fully focused on achieving together.
Another relevant point of reference is that special forces units are all about maximum impact through precision operation that is carried out by very small teams compared to traditional armies.
Doing more with less resources, if that sounds like something you’d be interested in then this week’s episode is very much for you.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
Sky championed the art of annoying customers as well as making it nearly impossible to leave, so much so that it triggered an Ofcom investigation.
But in an ideal world, your customers shouldn’t be scrambling to get away from you and the government shouldn’t have to step in to let them escape!
The polar opposite of that is where customers love you and what you do for them, so much so, that they advocate on your behalf to help you gain more customers.
So enter the world of B2B customer advocacy.
It’s been gathering pace in recent years and leading players in the B2B world are reporting major successes from having developed their own customer advocacy programs to both retain customers and drive growth.
B2B customer advocacy, regardless of your size, needs to be on your radar if growth is what you’re after.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
The 10 Hottest Psychology Concepts To Level-Up Your B2B Marketing
20 Nov 2020
00:53:54
If you have a solid understanding of psychology, influence and persuasion you’ll have a huge advantage over other marketers.
It’s a mixture of science and art, and when you put it to use you’re able to connect and engage with customers at a much higher level, and with much greater effect.
Make no mistake, if you are able to influence and persuade more effectively than your competitors, the customer will end up buying your product or service and will be ever more likely to stay with you as a loyal customer from then on.
Naturally, you’ll use these techniques ethically as they are powerful, and on the show today we’ll look into the 10 hottest psychology concepts right now for you to level-up your B2B marketing.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲THE 414 on YouTube: http://bit.ly/The414-Youtube 📲 THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge.
💡💡 There’s a famous line of thinking which says that if you keep doing the same thing, you can’t expect different results. Now the reason why I mention that is because there’s a school of thought which… Now, don’t shoot the messenger... says that B2B marketing has become rather samey, (or to use proper English, homogeneous).
Never the less, if indeed everyone is taking a similar approach to marketing and B2B campaign creation then achieving separation of any degree is going to be tough to say the least.
So, identifying the problem is one thing, but as soon as you do, you need to find a solution.
And, without giving the game away entirely, that’s going to be for my guest to explain, but Don Draper really would have the answer, as well as a fine selection of drinks to discuss it over.
Insights & Wisdom From The Greatest Minds In B2B Marketing The UK’s #1 B2B Marketing Podcast.
⏯ ⏯ Previous Episodes: https://The414.net
📲 THE 414 on YouTube: http://bit.ly/The414-Youtube 📲THE 414 on Facebook: http://bit.ly/The414-Facebook 📲 THE 414 on Twitter: http://bit.ly/The414-Twitter
📲 James on LinkedIn: http://bit.ly/James-LN 📲 James on Instagram: http://bit.ly/James-IG 📲 James on Facebook: http://bit.ly/James-FB
Every week James Rostance interviews stand-out experts in B2B marketing so that you can directly expand and enhance your professional knowledge. Today, with Richard Parsons - Founder, True.
Do you, your company or agency deliver virtual pitches?
Or is it something that you see yourself needing to do in the near future?
Pitching virtually is a new skill set that deserves consideration and focus because of the need to make up for all the nuances and details that are lost when you’re not there to pitch in person.
To develop and ultimately deliver a knock-out virtual pitch, you need a strategy and a formula to follow.
This week on the show we’ll cover in detail what you need to do to reliably create winning virtual pitches
Marketing when taught is skewed to very large companies such as IBM, Caterpillar and Oracle.
Revenue is generated by the entirety of the business, not just the top line of sales and marketing.
However, if marketers widen their field of view across the whole of the business you have the potential to identify any number of improvements which will result in improved customer satisfaction, increased revenues, reductions in cost as well as additional clear points of difference for you to market on.
This approach is not for everyone.
But if you’re up for a challenge and you’re keen to make a big difference for your company, then hold on to your seat as they say, because this week on the show we’ll give you everything you need to look for and spot the kind of opportunities which have massive and long lasting impact.
What B2B Can Learn From The Charity Sector... Getting inspiration from outside sources and specifically, other sectors can be hugely beneficial for you to get a fresh take on things.
Better yet, it stands to give you inspiration for new ideas that could help you gain a tidy advantage over your competitors.
The charity sector becomes very interesting when you consider that they don’t actually sell a tangible service or product. People quite literally give them money.
But how do they do that, and if we were to dig into their secret sauce, what could we in B2B marketing learn and apply to our own businesses?
Speaking at Virtual and Live events are an excellent way to connect with potential customers.
But how do you get into public speaking and what’s involved?
Also, how would you know if you’re the right type of person for public speaking?
Sharing your own expertise as well as that of your company lets you share value with potential customers to initiate a relationship
Giving value instead of asking for their attention is a far better way of doing things.
But unless you have a god-like natural ability to captivate audiences instinctively, you’ll need to develop that skill, and that’s what we’ll be looking into.
As well as you potentially speaking at events, having professional speakers at events you organise can add great depth and value.
And in that case, how do you set about choosing the right one and what should be a part of your consideration set?
Joining me live on the show will be Jane Farnham to answer all of those questions and more.
What are creatives and agency owners thinking right now?
How has the industry actually changed?
As we come out of the pandemic the outlook is promising, tough, but promising.
But how has the creative industry within B2B changed, and what further changes can we likely expect?
So this week on the show we’re going to be looking into what it all means, as well as what you can do to maximise your job, career or agency potential.
An EXCLUSIVE series of insights and findings from The UK’s Head of Marketing Solutions for LinkedIn.
LinkedIn have conducted some detailed studies on how people and companies are using the platform, and Tom Pepper will be joining me on the show to share their one-of-a-kind calibre of insights and findings.
We’ll be discussing….
What LinkedIn’s research on current marketing trends (post pandemic) has revealed
How companies in the most challenging markets are turning things to their advantage
The changes in communication style for companies and executives which LinkedIn’s studies have found
The latest and forthcoming new marketing features on LinkedIn
Tom is the Head of Marketing Solutions for LinkedIn, UK, Ireland and Israel, so as a B2B marketer… this will be the most insightful and authoritative analysis you could have for what LinkedIn’s current take on the market is.
In addition to that, a concise run down of LinkedIn’s latest features, as well as forthcoming ones.
The foundation for any successful marketing activity, whether that is creating an effective website or other more general activity, is the understanding of who your ideal client is, what their key challenges, pain points, priorities and interests are, and how they can be reached with your messaging.
Without this, you don’t know what to say, who to say it to, or the best way to say it.
Buyer ‘personas’ or ‘avatars’ are a semi-fictional, generalised representation of your ideal buyer.
Naturally, you will already have your target customers defined.
But on this week’s show, we’re going to be making the case for, and hopefully inspiring you to re-think and update your buyer personas so that your marketing communications can be more targeted and effective, and to ultimately, help you deliver even better results.
How To Set Up & Run Successful B2B LinkedIn Advertising Campaigns
31 Jul 2020
00:31:16
LinkedIn advertising, it’s a different beast to Facebook and Google ads. You’ll often hear that LinkedIn advertising is expensive, and per click, that’s more than likely.
But when you take into account the data that the platform has on your target customers, surely that perceived higher cost pays off?
And if that is the case, then how do you set about creating a successful campaign which delivers a solid return on investment and one which you’ll happily keep increasing your budget for.
Furthermore, what does a successful campaign look like and what are the processes involved?
Well, that’s exactly what we’ll be covering today on The 414 Live.
How to Tightly Integrate Sales & Marketing Teams For Maximum Profitability
25 Jul 2020
00:39:09
A well known ‘secret’ is that the best performing B2B companies have tightly integrated Sales & Marketing teams.
So much so, that those departments truly operate as a combined unit, which is beautifully in-sync and is supportive of each other along every step of the way.
So you may already have a good relationship with your sales department, but how do you get that to a Formula 1 level?
What’s involved, what are the steps, and what do sales teams truly want and need?
This week on the show we’ll fully lift the lid on the path you’ll need to take to achieve the deep level of integration and co-operation that's necessary to blow last year’s company results out of the water.
Joining me live from Waterlooville in Hampshire is master B2B sales trainer, Stephen Tierney.
Why Creative Media Strategy Is Key To Growing B2B Businesses
02 Jul 2020
00:29:50
Today on the show we’re going to be focusing heavily on media strategy.
Why it’s important, how you can break it down, and things to consider with regard to creative as well as connecting user experience and customer journeys. If you get this right with an audience centric media strategy you will grow your business through finding new customers and growing relationships with the ones you already have.
How To Develop A Marketing Strategy That Your Entire Company Supports And Believes In
26 Jun 2020
00:54:22
Fortune favours the brave, and the winners of B2B in the future, will be the companies led by marketers who have bold and clearly defined marketing campaigns, which their entire company understands, supports and believes in.
Playing it safe quarter to quarter, just to keep things ticking over is one of the most risky strategies to have right now, because you’re then at the mercy of your competitors, in the hope that they don’t come up with a longer term, bolder initiative and marketing plan.
So the aim of today’s episode is to give you a first class understanding of how you can develop a bigger bet, and a strategy which you can get buy in and support with, from across your company.
It’s about thinking big, and the mechanics involved in getting the entire C suite and shareholders fully backing your plan.
It’s a bold promise for a show, but then it is our 50th episode, and the entire theme is about being bold. So if that sounds good, stay with us on The 414 LIVE.
As consumers we are all spending much more time online.
That’s also where your customers are, and that should be making it easier to connect with them.
But this is a double edged sword, because as a result of the fall out of the virus, not everyone is in market right now.
And that highlights the need to be smart with your approach and targeting.
The answer in which case could be Intent based marketing, which is all about targeting those who are showing signals that they are in market for your solutions.
So if you would like to laser focus your marketing and make every penny count in helping your company connect with qualified leads and convert them into customers, then you need to watch today’s show, on the The 414 LIVE.
Steal Like A Scientist To Optimise Conversation Rates
12 Jun 2021
00:43:29
The most expensive way of testing anything is to launch it and to see if it works.
However, that’s often how things are done when it comes to new campaigns and website launchesScientists base everything they do on the relentless testing of ideas to either prove or disprove concepts BEFORE rolling them out.
So as a marketer, if you strongly commit to testing as you develop projects you’ll be ever closers to being a genius scientist yourself. And at the same time, what ever you do ultimately launch will be the closest you’ll get to having a winner each and every time.
Having the right mindset, approach and systems in place for testing is crucial.
Which is why this week on the show we’ll explore in detail how the best conversion optimisation experts do it, so that you can ultimately do the same.
This week live from Austin, Texas with Brian Massey!
We’ve all adapted to working from home, but do you know what would be better than that? Working from any country, anywhere, anytime, otherwise known as a Digital Nomad.
If you can work from a coffee shop, your kitchen table or a make shift home office desk, you’ve got what it takes to live and work remotely from some of the most beautiful places on earth.
But what’s involved in being a Digital Nomad, how do you do it, what are the challenges, an d what is it really like?
Let’s face it, you’re probably feeling like making a change, and goodness knows you could do with getting out to see more of the world again.
So joining me on the show this week is a professional Digital Nomad who’s been doing it for years and who’ll be able to give you a crystal clear picture of what it’s all about and how to do it.
Whether you’d enjoy the mental escape of just seeing what’s possible, or even, if you’re ripe for considering a change - then you need to watch today’s show!
Customer Experience and User Experience are often thought of as important, but individual processes and disciplines in their own right.
Now this applies to both research and how the outcomes are handled.
On this week’s show we’ll be taking a very serious look at why and how experts tightly integrate CX, UX and marketing in all that they do.
Leading in your field, and getting the edge on your competitors is desirable in itself, but the focus of what we’ll cover today could very realistically help you do just that.
PR is underused by most B2B businesses. And what I mean by that is referring to having a detailed quarterly plan for how a business will strategically leverage PR with defined goals in mind.
PR is incredibly effective when it’s an integral part of your overall marketing strategy. But still, only a select number in any given niche use it to its full potential.
So the purpose of this week’s show is so that you can hopefully be inspired to re-evaluate this incredibly powerful marketing channel and how you could use it to generate more leads and sales.
The Power of Connecting Emotionally With Customers
21 May 2020
00:42:10
This week on The 414 LIVE, we’re going to be looking into emotional effectiveness of B2B marketing.
There’s been a real shift in recent times for B2B marketers to engage with customers on a more emotional level, but whilst there is a select group of marketers who have mastered this, there are still a lot of others who struggle.
In fairness, it is quite a challenge to transform your company or brand into one which customers respond to, admire, and connect with.
However, it’s far from impossible, you just need to understand what’s involved. And that’s what we’ll be covering on the show today.
Using COVID-19 Financial Support to Grow Your Business
22 Apr 2020
01:18:44
How to get the most out of all the Government Financial Support on offer.
PLUS how to leverage it to GROW your business or agency.
It’s actually quite incredible the level support of which the government has put together for businesses in the UK.
Yes it took them a few weeks to fine tune it, but given the figures we’re talking about, it’s hardly surprising.
Still… it’s done now, the support is there, and YOU CAN USE IT to grow your business and win customers.
But for you to do that, you HAVE to understand what funding is available, how it can be used, and what you need to do to access it.
Joining me to explain everything in detail and do a live Q&A will be David B Horne, an award winning CFO and author in growing and acquiring creative agencies.
All 6 funding schemes explained in detail
How to make a successful application
Mistakes to avoid
Use it to grow your business, win new customers and pay for marketing
This will be a specially extended version of the show because we plan on giving you the BEST chance possible to make the most of the funding available.
Adapting Your Approach For Winning Customers & Delivering Your Service
So you can ignore the hystericals who are screaming STOP SELLING.
Stopping is wrong, but adapting is right.
But how does a B2B agency sell itself?
You’ve got to do something, but HOW should you adapt?
Joining me on the show toady will be Adam Graham who specialises in helping B2B marketing agencies to create authentic and differentiating brand stories so that they can attract the right type of clients and build a consistent pipeline.
So his advice and guidance is exactly what B2B agency owners and management teams need right now.
And Adam will give you a detailed breakdown of how you as a B2B agency can succeed in helping B2B businesses, at a time when your services are needed now more than ever.
- Adapting how you communicate
- Re-discovering and connecting to your personal and business vision
- The fear/perception of sales and what the barriers could be
- Acting like a brand – how do you add authenticity and personality to your story
- Accountability and Ownership
- New business as a game – the phycological battle amid COVID-19
For the economy not to collapse businesses still need to thrive.
But right now, the playing field for selling has changed considerably.
Which begs the question, how should you adapt?
The answer it would seem could well come from focusing on telling your story, or stories, as a business.
Doing this involves documenting your journey and telling the stories of your customers, suppliers and employees.
Ultimately, those stories stand to help you forge strong connections with everyone whom you’re involved as well as crucially, preparing you as the ideal vendor or partner for when the time is right for them to buy.
Jessica Gioglio is a brand storyteller and international keynote speaker whose books on the subject have received admiration and personal endorsements from Guy Kawasaki and Gary Vaynerchuk.
Jessica will be joining me to share with you:
Why story telling is the best course of action for you to take
Why your values are really important right now
How your relationships and connections will be improved
What stories you can tell
How to set about crafting your stories
How to deliver stories
Why you will prosper in the immediate and long term
How To Get Your Communications Right During COVID-19
31 Mar 2020
00:41:29
Crisis communications… it’s HIGHLY relevant right now, and there are many reasons why you need to make sure you and your company have your communications on point.
It’s true that with one badly thought out or worded communication can do untold damage to your reputation.
But in addition to that, as a B2B marketing professional you probably just want to make sure you get it right!
Kate Hartley, who is an expert in crisis communications will be on the show to give INCREDIBLY valuable advice and guidance…
The importance of empathy
Use of humour
Language and style of language (how and when to use it)
Dealing with misinformation
The importance of strong leadership and risks if there is none
Generating £7.4M of quoted sales from a £50,000 total spend…
How To Create High Returning B2B Campaigns - The 414 LIVE.
Joining me today is Alex Swann, who, with the help of his team generated an incredible return on a comparatively low spend for a niche manufacturing client.
On the show today we’ll be covering:
👉🏼 The biggest challenges B2B marketers have to deal with which B2C don't 👉🏼 His campaign creation process 👉🏼 Core elements of success in campaign creation 👉🏼 Mistakes to avoid 👉🏼 Essential elements to successful campaigns (his secret sauce) 👉🏼 Actionable advice for producing better campaigns
Win More Customers with Highly Personalised Pitch Decks
06 Jun 2021
00:56:09
As a B2B marketer, you can make a huge impact on your company’s sales figures by taking the lead on a very particular type of personalisation.
Pitch decks are a classic request for ‘the colouring in department’.
But gone are the days of a one-size fits all slide show to give to sales teams.
In fact, any company who speaks to their customer base in broad and generic terms is likely to be the first to be removed from any consideration set.
One of the secrets of the best performing B2B companies is that they have their marketing teams equip sales teams with pitch decks and supporting material which can easily be personalised for each individual prospect.
The reason why they do this is to communicate why the solution you’re offering is a perfect fit for the prospect’s specific problem or need, having taken into account their unique set of circumstances and buying criteria.
From outreach brochures, to the sales pitch, and even down to the proposal.
Ultimately, it all comes down to the more personalised your collateral is to the prospect, the more sales your company will make.
This week on the show we’ll get a clear understanding of what to personalise and how to personalise it, so that you can provide your sales department with the ultimate tools to do the job and win the game.
The Evolution of Comms - Disruptors Vs The Disrupted
21 Mar 2020
00:31:36
How the pervasiveness of technology is forcing non tech businesses to communicate in a different way to their stakeholders.
Right now BIG businesses are facing a huge challenge to stay relevant.
Whilst for start ups and scale ups, establishing credibility is an equally big problem.
Each has their own strengths to leverage, but there’s somewhat of a race to make sure that one is not outfoxed by the other.
You could describe it as a battle of sort, or, if you want to really dial it up a bit.. a war.
But in all seriousness, behind all of this, it’s being driven by technology companies and the way that they market and communicate with stakeholders.
Tech companies in this sense have an advantage, but there’s pressure on non tech companies to communicate in a similar manner because that’s what stakeholders are now getting accustom to.
So whether you are on the side of a large established business or that of a disrupter, regardless of your industry, having a solid appreciation and understanding of the value of your innovation when it comes to your unique stakeholders, will give you a crucial strategic advantage over your competitors.
Joining me on The 414 this week is Matt Cross who has been closely involved in the evolution of tech comms for the past 15 years, and now as head of B2B for EMEA at Hotwire has a first class understanding and command of the challenges faced by both sides along with how to leverage existing strengths and address weaknesses in our rapidly evolving, technology enabled world.
Joining me LIVE from Denmark, Neuromarketer, Jonathan Low.
As humans we’re instinctively designed to continually adapt and evolve.
And the problem, comes from that our brains have now learned, and now know within a fraction of a second if a picture is real one or a stock image.
Traditional stock images are killing conversion results, and there’s a lot more at play which you need to know about if you’re interested in increasing engagement and making sure that your sales and marketing messages are heard.
On the show today we’ll be covering…
* The problem that B2B marketers are facing right now with conversions
* The science behind the solution
* The remedy to the solution
* Examples to help illustrate the point
* Why you should fully reconsider what you do now
* Further justifications for making the change
* Plan of action to increase your conversion rates
How To Develop A Strategy For Voice Search & Technology
13 Feb 2020
00:55:20
If it hasn’t happened already, very soon you’ll be asked the question, what’s your strategy for VOICE?
Joining me on The 414 this week is Kane Simms, one of the UK’s leading authorities in voice technology and host of the VUX World podcast, consultancy and design studio.
Kane will bring you fully up to speed on what voice technology is, deep dive into what it can do and what you can do with it.
The ultimate goal will be to give you everything you need so that you can investigate and decide upon a strategy of how you and your company can use and implement voice.
The 414 is produced exclusively for you as a B2B marketer for you to expand and enhance your professional knowledge each and every week by hearing insights and wisdom from some of the greatest and most interesting minds in B2B marketing.
Presented by James Rostance, live from Southampton, UK.
Search ‘The 414’ on Youtube to watch the video version of the show.
Winning With Emotion: How To Become Your Customers’ First-Choice
30 Jan 2020
00:16:56
This week on THE 414 LIVE we’ll be looking into how emotions play a major part in the process which B2B decision makers go through in making a purchase decision.
I’ll be speaking with Nick Hague who has surveyed 2,000 business decision makers to understand in detail how these people make buying decisions for their organisation.
Nick will be sharing his findings which reveal the factors that help or hurt a prospective supplier’s chances of winning business. Ultimately, his research will be of major interest if you are keen to help improve your company’s abilities to attract new clients.
The 414 is produced exclusively for you as a B2B marketer for you to expand and enhance your professional knowledge each and every week by hearing insights and wisdom from some of the greatest and most interesting minds in B2B marketing.
Presented by James Rostance, live from Southampton, UK.
Search ‘The 414’ on Youtube to watch the video version of the show.