B2B Mentors 122. The New Rulebook for B2B Engagement
May 13, 2024
Amy Frampton, a marketing professional with two decades at giants like Microsoft and HPE, delves into the art of storytelling that resonates with customers. She emphasizes the shift in B2B marketing towards authentic community connections, moving away from traditional sales tactics. The conversation explores the evolving landscape of organic marketing in response to search engine changes, the rise of AI in content creation, and the importance of genuine relationships in a hybrid work environment. Frampton also touches on simplifying healthcare access through innovative tech solutions.
AI Snips
Chapters
Transcript
Episode notes
From Politics To Tech Marketing
- Amy Frampton described moving from congressional staffer to marketing via a communications firm and then Microsoft.
- She credits a consistent thread: connecting with people and listening to what they need.
B2B Buyers Behave Like Consumers
- Amy argues B2B buyers are consumers first and expect personalized, two-way connections.
- Community is the place to have trusted conversations that traditional channels often fail to deliver.
Join And Build Communities Authentically
- Do both: join existing communities authentically and build your own where needed.
- Start small, add real value, and avoid overt selling to gain trust and stickiness.