SBP 160: The PostPod - Why Awareness Is Not Enough.

In this episode of the Sleeping Barber Podcast, Marc and Vassilis reflect on their conversation with Ty Heath. Together, they discuss the complexities of B2B marketing, emphasizing the importance of understanding customer relationships across various departments. They also dive into the significance of physical availability in B2B marketing strategies, the need for a holistic view of the customer journey, and the challenges of measuring ROI. The conversation also touches on the necessity of simplifying the buyer experience and the evolving landscape of marketing channels.

Enjoy the show!

Takeaways

• Sales and marketing must work together for a holistic view.
• Physical availability is crucial for B2B success.
• Understanding customer relationships is key to effective marketing.
• The power of three dimensions: presence, prominence, and portfolio.
• Channel strategies should focus on de-duplicated reach.
• GEO is becoming increasingly important in marketing.
• The traditional ROI formula is flawed and needs reevaluation.
• B2B marketing is becoming more creative and opportunistic.
• Simplifying the buyer's journey is essential for success.
• Navigating the complexities of product offerings is a challenge.

Chapters

00:00 - Introduction

02:53 - Understanding Customer Relationships Across Departments

05:50 - The Importance of Physical Availability in B2B Marketing

08:57 - Reframing Marketing Strategies: The Power of Three

12:00 - Navigating Channel Strategies and Frequency in Marketing

14:56 - The Role of GEO in Modern Marketing

17:58 - Challenges in Measuring ROI and Simplifying Buyer Experience