GTM News by Taylor Wells

Influencer marketing has become an extremely popular and effective strategy in B2C marketing. Now, it's also gaining momentum in the B2B space. In this week's GTM News podcast, host Taylor Wells interviews Vinod Varma, Co-Founder of Creator, about leveraging influencers specifically for B2B marketing. Key Takeaways: 1. Consumers trust recommendations from people like them more than branded content. Influencers can help B2B brands overcome the trust barrier. 2. There is a wide spectrum of business influencers beyond just social media experts. Consider employees, customers, journalists, industry thought leaders. 3. Promoting events, creating blog/webinar series, industry presentations, instructional videos, and product reviews are effective influencer strategies. 4. Build an ambassador program to incentivize long-term partnerships with influencers to keep driving conversations about your brand. 5. Avoid treating influencer relationships as transactional. Focus on reciprocity and building connections. 6. Influencer marketing complements your existing efforts by tapping into new audiences and driving brand awareness and trust. Check out the full episode to hear examples and advice from influencer marketing expert Vinod Varma on successfully leveraging influencers to grow your B2B marketing impact.

Elevate your company's brand in the B2B marketing space with strong founder branding and thought leadership. Join Taylor Wells and Sam G. Winsbury as they discuss the essential strategies for building a powerful founder brand, including positioning, content creation, and engagement. Learn how to humanize your brand, establish authenticity, and drive inbound leads through personal branding and utilizing platforms like LinkedIn. Discover the importance of PR in amplifying your brand and gaining credibility in the industry. Get valuable insights on founder branding and content creation to take your marketing efforts to the next level.

Are you tricking buyers into opting in and giving you their email address for an ebook, and then you “lead nurture” them into oblivion? Why do you think Apple created the Hide My Email feature? Indeed, one of the reasons is that consumers are tired of unnecessary email exchanges for content. Thankfully, there is a better way to build relationships and trust with future buyers. Owned media (and really subscription-based content) has been a hot topic over the past year. Rightfully so. From the business side, rented media (organic search / PR / organic social) has become much harder. Paid media channels seem to get more expensive every year. But what if you could own the media instead of being at the mercy of rented or paid media channels? In this week’s GTM News episode, I pulled a conversation I had with Bolaji Oyejide at a recent event. Bolaji lays out a clear strategy for leveraging a subscription-based owned media strategy. Four things that stood out to me in this conversation: Research your ideal customer profile (ICP) deeply to uncover their real pain points and frustrations. Use this understanding to create content that resonates emotionally. Build content that feels like a “flag” around which your ICP can rally. Position yourself not as the hero but as the flag bearer for their cause. Create stakes and anticipation through devices like contests and competition. Think about formats like reality TV that create drama to hook the audience. Infuse your personality, tastes, and quirks into content to make it “category adjacent”—familiar yet distinct. The most creatively owned media feels like “x but different.”

Discover valuable insights from Casey Hill at ActiveCampaign on the resurgence of B2B newsletters and email marketing. Dive into the effectiveness of B2B newsletters, strategies for creating engaging content, and leveraging data to build trust with your audience. Learn how businesses are using email marketing as a cost-effective channel to drive engagement and reach their target market. If you're a B2B marketer or GTM leader looking to optimize your email marketing strategy, this video is a must-watch!

Join Taylor Wells in a deep dive with industry experts Rachel Elsts Downey, Sam G. Winsbury, Casey Hill, and more as they unravel the latest trends and strategies in B2B inbound marketing. Discover invaluable tips on B2B podcasting, virtual events, SEO optimization, and leveraging owned media for maximum impact. From founder branding to organic social media, this session is a goldmine for B2B marketers and go-to-market leaders looking to stay ahead of the curve.

Let's be honest: the internet is a mess. It's hard for buyers to find unbiased and accurate recommendations for new solutions. This is why buyers have turned to niche communities, and you see a new Slack community popping up every week. Buyers are trying to tap into folks they trust for recommendations and help. Cliff shared smart strategies to tap into these niche communities for growth as a seller. Here are four things that stood out to me: Find communities where your ideal customers hang out. This could include Slack groups, conferences, networking events, etc. Identify where your potential buyers are already engaged. Provide value without pitching. Focus on building authentic relationships by offering helpful advice and expertise, not selling. Ask questions and listen. Be consistent and empathetic. Keep showing up consistently over months and years. Put yourself in their shoes. Treat people how you want to be treated (the golden rule). Think long-term. Have patience in building trust and credibility. If you do this properly over time, the referrals and word-of-mouth momentum will come.

Looking to level up your B2B outbound sales game? Join Taylor Wells as she interviews Mandy McEwen, an industry expert in social selling for the B2B space. In this insightful conversation, they delve into the need for a new term for social selling and discuss its effectiveness in building relationships and driving sales. Mandy shares her best practices, including the revolutionary Friendly Leader Method, and how to fully utilize LinkedIn Sales Navigator to engage prospects. Discover the importance of leadership buy-in, personalization, time management, and consistency in maximizing your social selling success. If you're a B2B seller or marketer, this video is a must-watch to unlock game-changing strategies for your business growth.

Conferences and events are extremely powerful and also extremely expensive! Zoe Hartsfield shared a few killer ideas about maximizing your time there to book more meetings. Here are five key takeaways from the podcast that could be used for a short newsletter: Do your research beforehand to identify top accounts and prospects attending the conference or event. Coordinate with marketing to invite key targets to ancillary events. Visit sponsor booths of target accounts to start building relationships, even if your main prospect is not there. Don’t overtly pitch but invite them to your events. Prepare your follow-up sequence before the event so you can start running it immediately after. Also, capture conversation details and personal info during talks to enable personalized, relevant follow-ups. Create memorable follow-up moments by having good conversations, capturing engaging content together, or context gifting. This gives you a genuine reason to follow up. Share the planned subject line of your follow-up email - ideally an inside joke from your conversation - so they’ll recognize and open it when it arrives. The familiarity builds rapport. ​Watch this week’s GTM News show​ and learn more about this topic from Zoë: ​Taylor​ P.S. We are doing another 9:9 event on February 22nd; this time, it's all around B2B inbound marketing. We have an incredible line-up covering topics like B2B podcasting, influencer marketing, founder branding, etc. ​Learn more here

In this insightful conversation, B2B go-to-market practitioners, AEs, BDRs, and SDRs discover expert tips and strategies for leveraging LinkedIn to secure valuable warm introductions. Join Taylor Wells as they speak with Matt Liebman from Revenue IO, a leading expert in the field, as they reveal unique methods to establish local connections, build trust, and unlock new sales opportunities. From personalized video messages to leveraging shared connections and groups, learn how to optimize your LinkedIn profile and make meaningful connections that will elevate your B2B sales game. Don't miss out on this must-watch discussion that will supercharge your networking skills and enhance your overall go-to-market strategy!

Join Taylor Wells as she interviews top industry experts, including Will Aitken, Mandy McEwen, zoë hartsfield, Jesse Ouellette, Matt Liebman, Cliff Simon, Laura Erdem, Tyler Washington, and Kevin Hopp, as they share their invaluable insights and practical tips for driving B2B outbound sales and prospecting. Learn how to craft attention-grabbing cold emails, leverage social selling for building relationships, maximize the value of conferences, set up secondary domains for effective email marketing, and much more. Whether you're a B2B account executive, sales team member, or part of a marketing team, this must-watch recording will equip you with the strategies needed to supercharge your sales efforts and achieve remarkable results.