Agents of Change | B2B Agencies Best Practices : Recent Episodes
Leadtail Studios
Agency life is constantly changing - from client requests to industry regulation, it can be challenging to stay on top of the best practices and trends. Leadtail invites top agency marketers to discuss how they're facing these challenges, the best practices they use to stay on top, and where they see agencies and marketing trending in the years to come.
🚀 Welcome to another episode of Agents of Change, the go-to podcast for future-focused insights in B2B marketing. Join your host, Danielle O'Neil, as she welcomes Tiffany, a seasoned B2B marketing strategist from Power Digital Marketing, to delve deep into the evolving world of sales and marketing integration.🔗 Don't miss the in-depth discussions on how B2B companies can reduce friction between sales and marketing teams to drive unparalleled growth. Whether you’re a marketing professional, business leader, or sales strategist, this episode offers practical tips and strategic insights that will help you harness the full potential of your team.🎯 Key Highlights:The Crucial Role of Cold Outreach: Discover why mastering cold outreach can make you the most crucial messaging asset in your company.Sales to Marketing Transition: Tiffany discusses her seamless transition from sales to marketing and how it offers a unique perspective on generating and nurturing leads.Strategic Marketing Alignment: Learn how aligning sales and marketing strategies can significantly enhance deal velocity and revenue.Building a Recognizable Brand: Insights on why establishing a strong brand presence before sales interaction simplifies the sales process and boosts efficiency.Educational Role of Marketers: Explore the importance of educating clients about consistent branding and messaging to set the stage for customer interactions.👀 Watch, learn, and be inspired to transform your approach to B2B marketing and sales. For more insights and episodes, subscribe to our channel and hit the bell icon to stay updated!----------Show Notes:0:00 - Introduction1:04 - Tiffany’s Journey from Sales to Marketing2:13 - The Value of Cold Outreach in B2B4:30 - Aligning Sales and Marketing Strategies6:30 - Enhancing Deal Velocity Through Marketing11:21 - Building and Leveraging a Strong Brand12:27 - Educating Clients on Consistent Branding and Messaging18:41 - Conclusion and Final Thoughts
Discover why consistency across platforms is non-negotiable, the art of aligning different departments for a seamless user journey, and the innovative strategies for ensuring a frictionless user experience. Doug Hughmanick and Danielle also explores the fascinating realm of immersive instruction and mixed reality, revealing how these technologies are redefining engagement and education in the digital age.ANML is a studio specializing in digital products, web and brand, that would be awesome. Learn more at https://www.anml.com/🎧 Tune in to unearth:- The critical importance of starting with a solid core user experience before branching out.- Effective leadership in overseeing cohesive brand journeys.- Practical strategies for aligning product and marketing visions.- The significance of maintaining voice and branding consistency across all platforms.- Future trends in branding, including immersive instruction and mixed reality.-----------0:00 - Introduction1:07 - Branding from the Inside Out3:36 - Leadership and Ownership of Brand Journey5:17 - Aligning Departments for Cohesion6:32 - Change Our Social Voice8:06 - Consistency Across Platforms9:30 - Biggest Branding Mistakes11:25 - Strategies for Streamlining User Experience13:08 - Learning from Competitors15:39 - Looking Beyond Competitors18:09 - Immersive Instruction and Mixed Reality Insights21:54 - What Marketer's Need to Take Away23:57 - Exciting Trends in the Industry
In this episode of Agents of Change, we dive deep into the evolving landscape of content marketing with Casey Nobile, SVP and Head of Content at Skyward. Join us as we explore the concept of connected storytelling and its vital role in ensuring that all content is interlinked, aligning with the core narrative of a brand. Discover strategies for navigating the fragmented content landscape, maintaining quality while scaling quantity, and incorporating brand purpose into content creation. Casey shares valuable insights into emerging trends, including the integration of AI and its impact on personalized distribution. Whether you're a seasoned marketer or a budding content creator, this conversation offers actionable advice for adapting to the ever-evolving world of content marketing.
Are your clients ready to move at the speed of social?On this episode of Agents of Change, Danielle O'Neil is joined by JS Stansel, an award winning Freelance Social Media Strategist, Speaker and Consultant, to discuss how to adapt to changes on social platforms and content, social media marketing strategies and platforms, and how to keep up on social in a rapidly changing world. All of this and more in this episode of Agents of Change.____CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/____00:00 Coming up in this episode...00:36 Intros01:40 How to Manage Client's FOMO on New Platforms06:30 Adapting to a New Social Media Ecosystem08:30 Getting Your Clients to Embrace New Types of Content11:15 Having the Hard Conversations with Your Clients19:26 When is Less More for Your Clients on Social?21:30 How to Keep Your Mind Fresh for Social23:53 What is Jon-Stephen Working on Right Now?24:38 Wrapping up
In this episode of Agents of Change, Gabriel Gomez joins us to talk about strategies for a Consumer-First B2B World. This world is where companies focus on their customers first, and everything is done to ensure that the customer has the best possible experience. We'll be discussing topics such as B2B and B2C marketing, social media marketing, and how to use consumer-focused technology in your business. By the end of this video, you'll have a better understanding of how to reach your target audience using modern marketing techniques whether you are a B2B or B2C business.____CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/____00:00 Introductions01:57 The Marketing Evolution in B2C and B2B Audiences03:23 What Audiences B2B Marketers are Missing Out On05:15 B2B Approaches Marketers Should Be Taking07:11 Should B2B Marketers Refine Their Strategies08:40 Keeping People in Mind as B2B Marketers10:27 Ideas to Bring Into the B2B Landscape from B2C13:00 Embracing the Fun Side of B2B Marketing15:22 Getting the Buy In18:30 What Should B2C Remove From Their Strategy22:27 Getting a Healthy Channel Mix24:25 Social Media Not Being the Silver Bullet25:54 Outro
Join us as we dive into a conversation with Amit Bivas, a seasoned global marketing executive with over 15 years of B2B marketing experience. We explore the concepts of Product-Led Growth (PLG) and Sales-Led Growth (SLG), uncovering the commonalities and differences between these strategies. Discover how PLG harnesses user-centric experiences, while SLG relies on human interaction and traditional business approaches. Gain insights into the evolving buyer's journey and the role of personas in shaping marketing strategies. Tune in for a thought-provoking discussion on the future of B2B marketing. All of this and more on this episode of Agents of Change, brought to you by Leadtail.
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CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/
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Show Notes: 00:00 Introductions 01:58 Product-led Growth vs. Sales-led Growth 04:33 The Nature of PLG vs. SLG 06:39 Marketing's Role in PLG and SLG 09:25 Shifting Buyer Behaviors 13:14 The Content Approach in PLG vs. SLG 15:31 What Drives The Decision to be PLG or SLG? 17:04 How Companies Can Transition to PLG 20:10 How Amit is Navigating his "Time Debt" 26:07 Balancing Life's Elements
Leadership is an essential component to any B2B organization. Join your host Danielle O'Neil as she discusses why leadership is important, how to affect change in your organization through strong leadership, and strategies and tactics B2B marketing leaders can use to face common challenges in their day to day.
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CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/
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Show Notes:
00:00 Intro 01:30 Matt Erickson's Background 04:15 Why Matt Erickson Interviews for Drive and Passion 09:12 How Leaders can Enable Their Team's Success 14:08 How to Handle Failure in Your Org 15:08 How Leaders can Signal Openness 19:31 Retaining Top Talent 25:10 Approaching Team Members That Aren't The Right Fit 33:35 Conclusion and Wrap up
Join us on this episode of our podcast as we dive into the world of B2B marketing and explore the impact of paid ads. Apoorv Sharma, a seasoned B2B marketer, shares his insights and strategies for leveraging first-party data, understanding customer psychology, and optimizing ad flows. Get ready to take your B2B marketing game to the next level!
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CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/
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Show Notes:
00:00 Intro 01:07 Meet Apoorv Sharma 03:59 The 3 Steps of Tapping into the Psychology of Paid Ads 04:03 Tapping into the Psychology of Paid Ads 08:13 Where Should Marketers go to get The Metrics They Need? 10:22 What Are Metrics We Should be Digging Into? 12:17 Optimizing for the "Flow" of Pages, Not Just for the Page 13:03 What Are Marketer's Blindspots When Creating Paid Campaigns? 14:25 Google Ads Messaging Doesn't Need to Be So Complicated 15:58 What Resources Should Marketers Look to When Learning Paid? 17:25 Why B2B Paid Ad Is Difficult to Measure 19:12 How Do You Get Around Marketing Burnout? 21:50 What Projects Are Apoorv Excited About?
Join this insightful session led by a renowned B2B marketing strategist as she shares her innovative approach to persona development and content marketing.
Discover:
✔️How to build persona storylines that capture the attention and curiosity of your target audience
✔️ How to leverage the power of Q&A-style conversations
✔️ How to align your content strategy with the buyer's journey, create momentum, and deliver the right content to the right personas at the right time
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CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/
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Show Notes:
00:00 Intro 02:05 Why Buyer Personas Need to be Separated From Titles 03:41 Does Your Marketing Department Have Too Many Personas? 05:17 "Persona's Are Roles, Not Titles" 06:47 Stop Building Personas That Are Too High Level! 13:29 How Ardath Turns Personas Into a Content Strategy 18:30 How to Tell Stories through Your Content 20:41 The C-Suite Doesn't Care About Your Product Until the Team Does 25:44 How to Rediscover the Zest in Marketing 32:00 Key Takeaways and Wrap Up
Are you a B2B marketing leader seeking inspiration and guidance? Look no further! In this episode of Agents of Change, Danielle O'Neill interviews Katy Boos, CEO of Remix Communications. Discover the latest trends, strategies, and best practices for driving thought leadership and achieving success in the B2B marketing space at events and beyond. Tune in now!
In this interview, we dive deep into the world of B2B marketing with a seasoned digital marketing director. Get ready to uncover the latest trends, strategies, and technologies that are shaping the future of B2B marketing. From harnessing the power of AI and analytics to optimizing SEO and goal-setting, this interview is packed with valuable insights and actionable advice. Whether you're a marketer, entrepreneur, or business owner, this is a must-watch conversation to stay ahead in the ever-evolving world of B2B marketing.
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Show Notes
00:00 Introductions 01:32 Understanding the Evolving Landscape of B2B Marketing 05:17 The Power of AI and Analytics in B2B Marketing 09:38 Setting Realistic Goals in B2B Marketing Campaigns 15:40 Calculating Marketing Efforts ROI in B2B 17:56 Why Attribution has Become a Hot Button Issue 20:10 Keeping up With Changes in Digital Marketing 23:34 How to Balance Client Needs with Reality in B2B Marketing Agency Work 25:00 The Impact of Long Sales Cycles on Analyzing Marketing Performance 27:18 Understanding the KPIs Your Agency is Being Measured Against 29:05 Sagefrog's New Product 30:54 Wrap up and conclusions
In the fast-paced world of marketing, collaboration and teamwork play a crucial role in creating impactful content and design. In this episode of Agents of Change, Amanda Myers and Sam White from Asen Marketing shared their insights on the importance of collaboration between content creators and designers. They discuss the challenges of switching between B2B and B2C mindsets, the role of consumer psychology, and the benefits of incorporating fresh perspectives. This blog post explores the key takeaways from their conversation and highlights the power of collaboration in content creation and design.______CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/leadtail/Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/______00:00 Intro01:01 Introducing Amanda Myers and Sam White02:20 Navigating Between B2B and B2C Mindsets03:34 The Importance of Knowing Your Audience05:24 "Invisible Downtime" in Marketing06:14 The Advantage of a Fresh Perspective09:55 How Amanda Myers Stays Creative11:15 Asen Marketing's Collaborative Process for Content Creation13:24 Approaching Creative Projects Where Direction is Lacking15:19 Asen's Tools and Processes for Communication and Project Management16:43 Surprises and Experiences in Agency Life17:50 The Difference Between a Partner and a Vendor18:54 Clarifying the Role of Marketing and Sales20:23 Trying New Things and Evolving in a Smaller Agency23:58 Advice for Content Teams and Creatives26:31 Wrap Up---------Learn more about Asen Marketing:https://asenmarketing.com/
Mike Maynard approaches marketing different from most agency marketers. Leading with PR as a strategy at Napier, Mike has generated leads for clients, clarified marketing data, and repurposed content for massive results.Mike joined us to talk about separating business and marketing metrics, the pitfalls of over-targetting , and how to multiply the impact of a single piece of content.____
Learn more about Napier____CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/leadtail/Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/____Timestamps:00:00 Intro01:17 What is Napier?02:01 How does a PR Led Marketing Agency Use Metrics?04:32 How can you separate marketing metrics from business metrics?06:04 How does Napier ensure they're aligned with their clients?09:59 Vanity Metrics vs. Impactful Metrics11:40 Where is B2B Marketing Headed?13:42 The Pitfalls of Over-targeting14:54 How is a PR-led Marketing Agency Different from a Traditional Marketing Agency?17:28 How Napier is Helping Multiply Client's Content Impact20:35 Why Napier is Employee-Owned23:09 Navigating Agency Partnerships
In this episode, CMO Rachel B. Lee shares her expertise on unlocking the secrets to rebranding success.As a business professional, you know that rebranding is one of the keys to success. In this episode, Rachel B. Lee shares her secrets to unlocking the secrets to rebranding success, and shows you how to achieve success with a successful rebranding project.Listen to this episode to learn how to:identify key elements of a successful rebranding projectcreate a brand strategy that aligns with your business goalsdefine the target market for your rebrandplan and execute the rebranding project successfully
Healthcare marketing, especially marketing to the CIO, has changed in the past 10 years. Tom Rice and Erin Erban from the Merritt Group joins your host, Danielle O'Neil, to describe how the trends in marketing that works has shifted, why whitepapers are no longer your most valuable content when reaching the CIO, and a practical guide you can use in your marketing practice to increase penetration to the CIO.
Learn more about marketing to CIOs in Healthcare: https://www.merrittgrp.com/2023-healthtech-marketing-guide/
"ABM isn't a tactic, ABM is the strategy."
Adrianna Shukla, Senior Director of Marketing a DemandScience, joins your host Danielle O'Neil to breakdown the nitty-gritty of where to focus your ABM strategies, how to get data on leads that gives meaningful insights, and why it might be time to brush up on the fundamentals when organizations are looking to cut budgets.
LEARN more about DemandScience: https://demandscience.com/
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Crafting marketing messages is complex: Get too ambitious, and suddenly you're bending the truth. On the other hand, don't include enough, and you're selling yourself short.
Braeden Matson Jones, Performance Marketing Manager at Refine Labs joins your host Danielle O'Neill to discuss product messaging, building an ICP, customer research, how to think about your marketing data in an effective way, and lead attribution.
Account Based Marketing, without a doubt, more popular in today's B2B marketing landscape than ever before.
Kelsey Harkins, Group Account Director at Centerline Digital joins your host, Danielle O'Neil, to explore what ABM is and what ABM is not, when it's useful, and how to best implement it into your marketing practice.
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Brand messaging is more important than ever. But it's not just about what you're saying. It's about where you communicate and how you identify your audience. Join host Danielle O'Neil as she sits down with Shape and Scale co-founder Suzanne Block to discuss the importance of nailing down your company message—from the C-suite to your sales team. That's in this episode of Agents of Change.
How Executives Can Leverage Social Media in B2B
The Secret to a Successful B2B Messaging Refresh
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Bliss Group vice president Quintin Maidment sits down with your host Danielle O'Neil for a wide-ranging conversation on how the constraints of a highly regulated industry like healthcare can unleash creativity, the exciting technology trends that will shape the future of healthcare, and more. It's all coming up on this episode of Agents of Change.
Learn more about Leadtail and how we make social work for B2B here