Stacking Growth | The B2B Marketing Podcast

Senior Copywriter Erik Sena joins Steph Crugnola on Stacking Growth Snacks to talk about Establishing a Unique Brand Voice. In this episode Erik covers how to stay consistent with your brand's voice while finding ways to stand out and break through the noise in saturated markets. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our June Expert Session, Chris Walker was joined by Kyle Coleman, as they talk about Marketing in competitive categories. Chris and Kyle explore the vital strategies companies need to adopt to stand out in saturated markets, focusing on the power of differentiation, effective positioning, and leveraging novel technologies like generative AI. They discuss Kyle's rich experience in hyper-competitive industries, from his days at Looker and Clari to his current role at Copy AI. They emphasize the importance of having a unique message and strategy to compel potential customers and drive business success. Kyle shares invaluable insights into the balance between speed and perfection in go-to-market strategies, practical tips on utilizing AI for SEO and content creation, and how to enable smaller marketing teams to punch above their weight with limited resources. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this engaging discussion, senior copywriter Erik Sena shares his expertise on establishing a unique brand voice. He emphasizes the importance of understanding your brand's core purpose and 'why' to resonate with your audience. Erik dives into strategies like competitor research and market analysis that help craft a distinctive identity. With practical insights, he underscores how a consistent brand voice can set businesses apart in a crowded market, making it easier for customers to connect.

In this enlightening discussion, Peep Laja, an expert in customer insights and messaging validation, shares his expertise on effective demand generation strategies. He emphasizes the power of clear, compelling messaging and the importance of testing it through constant feedback. Peep highlights how qualitative research can refine marketing approaches, attract ideal customers, and enhance sales velocity. The conversation also underlines the pitfalls of neglecting customer insights and the need for ongoing engagement to keep marketing strategies aligned with evolving customer needs.

Sidney Waterfall, a specialist in enhancing inbound buying experiences, shares his insights on increasing conversion rates. He emphasizes the importance of a well-prepared first meeting and effective research. Sidney discusses the critical role of collaboration between sales and marketing, along with leveraging CRM systems as a single source of truth. He also provides actionable strategies for optimizing the lead-to-close funnel and tracking KPIs to ensure successful deal closures.

Crissy Saunders, a Marketing Operations specialist, and Charlie Saunders, a Demand Strategies expert, share their wisdom on navigating the complexities of B2B marketing measurement. They explore crucial frameworks for pipeline tracking and the alignment of marketing and sales data. Highlighting common pitfalls in data management, they stress the importance of a unified data model. With insights on CRM integration challenges and the intricacies of buyer intent, they provide strategies to enhance marketing efficacy and improve conversion rates.

Sidney Waterfall joins the host to discuss optimizing inbound buying experience and funnel conversions. They emphasize capturing and qualifying information effectively, simplifying forms, leveraging technology for data enrichment, and passing qualified leads to the right sales team for improved conversion rates.

Natalie Marcotullio, a marketing strategist, discusses the benefits of leveraging influencers and advisors in B2B marketing. She explains Navattic's Advisor Program structure, the importance of alignment with ICP, and the role of direct revenue sharing. Key insights include maintaining advisor relationships, measuring ROI, and nurturing strategic partnerships. The podcast explores budget allocation, managing programs, and building credible influencer and advisor programs for effective marketing strategies.

Sidney Waterfall, an expert in optimizing the inbound buying experience, joins Steph Crugnola to discuss defining the inbound buying experience, ways to optimize the process, and core KPIs for measurement tools. They explore childhood snacks and delve into enhancing funnel conversion and efficiency through data analysis and segmentation of the buying process.

Marketing strategist Alice de Courcy discusses the shift from lead gen to demand gen strategy, focusing on revenue models and aligning with organizational targets. The conversation also covers metrics, KPIs for executive alignment, and practical aspects of transitioning strategies without overwhelming the organization.