B2B Marketing That Converts: Tactics Beyond “Post More On LinkedIn”.

A lot of B2B marketing advice currently revolves around “post more on LinkedIn”, which is great. It works. But we wanted to shed some light on other tactics that contribute to a healthy pipeline.

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On the panel, we have...

Emily Newstead:
Founder of BOW Gifts, she has 10+ years of experience delivering Corporate Gifts & Branded Merchandise to Event Organisers and Corporates.

Joe Stallion:
Director at Solvi Digital, a marketing agency that helps B2B manufacturers, suppliers and industrial businesses find, win and grow key accounts.

Emma Raftery-Kenworthy:
The Head of Marketing at Aire Logic. A leading employee-owned tech consultancy, focusing on tech for good projects primarily in healthcare and education. With 17 years of experience across Marketing and PR, Emma is an expert on B2B marketing within tech and SaaS.

Kyle Daniels:
The Head of Marketing at Bundle and assimil8. With over 15 years of experience in B2B marketing, Kyle specialises in brand strategy, content creation, video production, and podcasting.

He’s produced over 500 podcasts in the travel and technology sectors, sharing stories that resonate with a global audience.

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Questions asked on the day...

00:00 - Introduction

01:13 - Opening Question:
"Without further ado, with our wonderful panel, could you just introduce yourselves and share a bit about who you are and what you do?"

03:19 - Recent Strategy Question for Emily:
"Emily, to kick us off then, what have you seen recently with your marketing efforts that has had some good success? Or can you share a recent strategy, campaign, or tactic that you have seen good results with?"

06:43 - Recent Strategy Question for Kyle:
"Kyle, same question for you. Any recent strategy, campaign, or tactic that stood out?"

11:07 - Campaign Tactics Question for Joe:
"Joe, same question. So, any campaign or tactics recently that's been working well for you?"

13:43 - Cold Email Outreach Process:
"And with that cold email outreach, what was the process for that and kind of what tools were you using, and how did you go about it?"

18:07 - Post-Event Nurturing for Emma:
"So with that, you're saying it’s not so salesy. How are you nurturing that prospect after the event? Or is there any follow-up process after you've done the supper club or breakfast event?"

19:22 - Ideal Customer Profile Question for Emma:
"How important is it to have a well-defined ideal customer profile?"

26:21 - Podcast Question for Joe and Emily:
"Having recently launched your own podcast, what's been your biggest lesson from it so far? And has it been driving any results or initial positive feedback?"

29:40 - Guest Selection for Podcast:
"Emily, how have you found selecting guests for your podcast so far? Is it working for you in terms of audience engagement?"

34:10 - Lead Generation in Public vs. Private Sector for Emma:
"It'd be good to hear how lead generation differs between the public sector and the private sector?"

38:19 - Marketing to NHS:
"Something you touched on there as well, was like they now know you a bit, has that changed your approach to marketing to them?"

39:15 - Tactics Question for Joe:
"You talked about a lot of different tactics here, like podcasting, pre-conferencing events, and webinars. How do you work out what's right for your clients when you start working with them? And how does that process look?"

41:46 - Reporting Tools Question for Joe:
"In terms of reporting and feeding back on the leads that you're generating or the business that you're generating, are there any tools or software that you're finding most effective for tracking and reporting?"

46:10 - Tracking Business Results for Emily:
"Emily, you mentioned a campaign around putting ice scrapers on cars. How are you tracking whether that campaign is generating real business results and bridging the gap between someone seeing the campaign and knowing it was yours?"

51:51 - Audience Question for Kyle:
"How do you find the right person to host a podcast? Should it always be the CEO, or is there someone better suited for that role?"

52:03 - Audience Engagement Question:
"What strategies have you found to help get people to listen to your podcast and to get them to stick around as well?"

53:58 - Audience Question for Kyle (Follow-Up):
"What was one of your biggest failures in podcasting, and how did it help you improve?"