Why Good Marketing Often Falls Flat

Have you ever launched a marketing campaign that seemed to follow all the right rules—sharp copy, clear calls to action, even a sleek design—only to realize… it didn’t connect? Maybe the message felt off. Maybe no one engaged. You’re not alone.

In this episode of the Mindful B2B Marketing podcast, communication coach Dr. Michael Gerharz joins us to help flip the script. Instead of trying to persuade harder, Michael teaches us how to resonate stronger. Because when your message resonates, you don’t have to push—it pulls people in.

Meet Michael Gerharz

Dr. Michael Gerharz is a communications coach with a background in computer science. With nearly two decades of experience, he now helps leaders and marketers transform their communication into a strategic advantage. He’s the author of The PATH to Strategic Impact, host of the Irresistible Communication podcast, and the creator of the “Leaders Light the Path” manifesto.

But what makes his approach different is this: Michael doesn’t focus on tricks or tactics. He teaches us to speak with clarity, honesty, and purpose—to create messages that shift how people see the world.

How to Build Resonance Step by Step

Michael shared a simple but powerful step-by-step process:

1. Talk to Real Customers

Get out of the meeting room and into real conversations. Don’t guess what your audience wants—ask them. Sit down, have a coffee, go for a walk, hop on a Zoom call. It’s in these moments that the real insights emerge.

2. Listen With Openness

Most marketers listen for confirmation. Instead, listen for truth. Are people actually agreeing, or just being polite? Are they hesitating? Use their words—not yours—to shape your message.

3. Test What Resonates

Michael doesn’t use spreadsheets or analytics to test messaging. He watches for reactions. A resonant message is one that makes people pause. It feels obvious in hindsight. It sticks with you. And when others repeat it back, you know you’ve hit something real.

4. Treat Messaging as a Continuous Cycle

Don’t think of communication as a one-and-done event. It’s an ongoing process of testing, refining, and learning. You might never be “finished,” and that’s okay. 

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Main Insight:
Earning media placements through consistent, strategic PR efforts builds lasting authority and credibility that can significantly boost your brand and sales.

Guest Bio:
Leonard Scheiner is a PR expert who brings over a decade of experience building memorable brands and online authority for both Fortune 500 companies and boutique firms. He has helped professionals secure high-profile media placements in major outlets such as Forbes, CNN, Bloomberg, and more. As the CEO of Geek Haus, Leonard specializes in positioning subject matter experts so they can build trustworthy and credible personal brands that translate into real business results. His proven PR frameworks have driven dramatic revenue growth—helping clients achieve up to a 300% increase in revenue and tens of millions in new business.   

Leonard invites listeners to visit GeekHaus.com to explore how his agency can help secure impactful media placements. He also encourages those ready to become featured experts to join his free live training at PodcastGuestIntensive.com, where he walks you through packaging your expertise and pitching for media success. 

Key Takeaways:

• Key Takeaways:
  • Start with Local and Niche Media: Before aiming for major publications like Forbes or Bloomberg, begin by establishing credibility with local media, podcasts, and industry-specific interviews.
  • Build a Strong Foundation: A professional website, quality headshots, and a concise yet compelling bio are critical components that support successful media outreach.
  • Leverage Existing Opportunities: Utilize platforms such as Featured.com to identify and respond to media opportunities already in circulation rather than creating chances from scratch.
  • Consistency is Key: Whether it’s a local interview or an emerging podcast opportunity, regularly securing media placements increases credibility over time.
  • Timeframe for Results: While initial placements can occur within one to two months (often starting with local placements), establishing national credibility might take six months to a year, with occasional early successes.
  • Effective Messaging: Ensure that your commentary carries a distinct point of view. Differentiating yourself from generic “vanilla” opinions is essential to be recognized as a genuine expert.
  • Effort Versus Outcome: Typically, a professional needs to spend about one hour per placement, with much of the heavy lifting done by the PR team.
  • Integrate Media Success into the Broader Marketing Strategy: After obtaining media placements, amplify these successes across all channels—email signatures, websites, social media, and promotional materials—to drive trust and customer engagement.
  • Avoid Pitfalls: Watch for pay-to-play dynamics and avoid overextending yourself into too many unrelated areas. Focus on a defined niche to ensure that your expertise remains clear and credible.
  • Training and Preparation: Whether you plan to represent yourself or your CEO, investing in media training and preparation can help secure and maximize media placements.

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Main Insight:
Harnessing authentic customer stories that resonate emotionally can significantly enhance trust and value perception, driving successful B2B marketing strategies.

Guest Bio:
Indy is an executive and creative visionary with over 20 years of experience across diverse industries including tech, fintech, real estate, music, fashion, and cosmetics. She has led teams and consulted for prestigious brands such as LVMH, IKEA, and Sony. Currently, Indy is the founder of WeDo, a fintech application designed to support freelancers, gig workers, and small business owners by offering comprehensive business management tools with minimal fees.

Key Takeaways:

1. Engage Directly with Customers
   • Action: Personally reach out to your customers, especially those who are highly engaged or have provided feedback.
   • Implementation: Initiate interviews with these customers to understand their experiences before and after using your product. This direct engagement helps in uncovering authentic and relatable stories.
2. Utilize the Jobs to Be Done Technique
   • Action: Apply the Jobs to Be Done (JTBD) framework to guide your conversations with customers.
   • Implementation: Start by discussing the customer's current situation and work backward to identify the key pain points and triggers that led them to choose your product. This method helps in uncovering both emotional and practical reasons behind their decision.
3. Identify Common Patterns and Themes
   • Action: Analyze the insights gathered from multiple customer interviews to find recurring themes and challenges.
   • Implementation: Look for similarities in the problems customers faced and how your product provided solutions. These common patterns can form the foundation of your marketing narratives, making them more relatable to a broader audience.
4. Involve Multiple Team Members in the Process
   • Action: Encourage participation from various departments, including CEOs, product teams, and customer service representatives, in conducting customer interviews.
   • Implementation: Different perspectives can provide a more comprehensive understanding of customer experiences. This collaborative approach ensures that the stories captured are well-rounded and cover multiple facets of the customer journey.
5. Systematize Customer Interviews
   • Action: Implement a structured process for scheduling and conducting regular customer interviews.
   • Implementation: Use project management tools like Jira, Asana, or Monday.com to organize and automate the scheduling of interviews. Assign tasks to team members to ensure consistent and ongoing data collection from customers.
6. Create Multi-Channel Content from Customer Stories
   • Action: Develop customer stories in various formats to maximize reach and engagement across different platforms.
   • Implementation: Transform the narratives into written articles, video testimonials, and audio segments for podcasts or radio. Additionally, use snippets of these stories as straplines on your homepage or in social media posts to enhance visibility and impact.
7. Test, Monitor, and Refine Your Stories
   • Action: Continuously evaluate the effectiveness of your customer stories and adjust them based on performance data.
   • Implementation: Track engagement metrics and analyze customer acquisition patterns to determine w

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Main Insight Implement a continuous discovery and improvement process to effectively engage customers post-sale, driving revenue and fostering long-term relationships.

Guest Bio Ken is a dynamic entrepreneur and commercialization leader with a proven track record of founding businesses, creating new markets, and delivering significant shareholder returns. Passionate about addressing unmet needs with practical solutions, Ken specializes in launching products, building scalable business models, and cultivating thriving company cultures. As the founder of Bluestream, he focuses on connecting businesses with their customers after the sale through innovative SaaS platforms.

Key Takeaways

• Adopt a Continuous Discovery Process: Implement a cycle of discovery, choice, execution, and learning to adapt and grow your business.
• Define Clear Objectives: Start with clear goals, whether they’re revenue targets, product launches, or other milestones.
• Ask the Right Questions: Use both open-ended and closed-ended questions to gather comprehensive data from your customers.
• Listen Actively: Prioritize listening over assuming answers to truly understand customer needs and preferences.
• Tailor Communication Styles: Adapt your questions and interactions to match the communication styles of different stakeholders.
• Be Willing to Pivot: Stay flexible and ready to adjust your strategies based on the insights gained from customer feedback.
• Implement and Iterate: Choose a path based on your discoveries, execute it, and continuously refine your approach based on ongoing learning.

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Main Insight Empower B2B marketers to integrate their unique skills and authentic selves into their work without tying their personal identity to their business roles.

Guest Bio Michael Fritzius is the founder of Podcastify, a podcast marketing company dedicated to helping agency owners amplify their voices and reach. Additionally, he co-founded Exactly Zero with his wife, a sustainable skincare brand offering body butters, lotions, and other eco-friendly skincare products. With a rich background in automation and entrepreneurship, Michael leverages his diverse expertise to drive innovative solutions in both the digital and physical product landscapes. For more insights and to connect with Michael Fritzius, visit Podcastify.me and ExactlyZero.com.

Key Takeaways

1. Define Yourself Beyond Your Job Title: Avoid identifying solely by your professional role to maintain personal resilience and flexibility.
2. Self-Assessment of Skills: Identify what you love, excel at, are indifferent to, and dislike to leverage your strengths effectively.
3. Focus on Strengths and Delegate Weaknesses: Concentrate on tasks that align with your strengths and delegate or eliminate those that do not.
4. Combine Unique Skills to Solve Problems: Utilize your distinct combination of skills to address unique challenges that others might overlook.

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Main Insight

Instead of targeting a broad audience, concentrate on particular industries and their unique use cases. This enables you to tailor your messaging, content, and solutions to meet specific customer needs. This funnel-focused approach enables B2B marketers to systematically optimize each stage of the customer journey with targeted, industry-specific strategies, resulting in higher conversions and more efficient growth.

Guest Bio
Bas Hennephof is the co-founder of ConvertCalculator, a no-code builder for interactive content such as calculators, quizzes, lead pages, product configurators, and quote forms. He has extensive experience in business, design, marketing, product, and strategy. In the past, he founded an online startup accelerator, coached multiple innovation teams, and led a corporate innovation initiative at the largest bank in the Netherlands.

Practical Steps

1. Define Your Ideal Customer Profile (ICP):
   • Identify the specific industries and use cases where your product or service provides the most value.
   • Develop detailed personas to understand their pain points, needs, and decision-making processes.
2. Map Out Your Customer Journey Using Funnel Metrics:
   • Outline each stage of your funnel: awareness, acquisition, activation, retention, revenue, and referral.
   • For each stage, list the actions customers take and the conversion rates associated with them.
3. Create Industry-Specific Messaging and Content:
   • Develop landing pages, blogs, and marketing materials tailored to each industry and use case.
   • Use language and examples that resonate with your target audience's specific challenges and goals.
4. Develop Targeted Templates and Tools:
   • Offer templates, calculators, or interactive content that address the unique needs of each segment.
   • Ensure these resources help customers quickly realize the value of your product.
5. Implement Systematic Measurement and Analysis:
   • Set up analytics to track conversion rates at each funnel stage.
   • Regularly review data to identify drop-off points and areas for improvement.
6. Run Focused Experiments:
   • Prioritize one funnel stage at a time and conduct A/B tests to optimize it.
   • Implement changes based on data-driven insights and measure their impact over time.
7. Enhance Onboarding and Activation Processes:
   • Customize onboarding experiences based on customer segmentation.
   • Provide relevant support content, tutorials, and guidance to improve activation rates.
8. Maintain Team Alignment and Communication:
   • Involve all team members in funnel optimization discussions.
   • Use collaborative tools to ensure everyone is informed about goals, strategies, and progress.
9. Stay Disciplined but Flexible:
   • Set clear quarterly goals for each funnel stage and stick to them.
   • Be open to adjusting strategies based on performance data and changing market conditions.
10. Seek Continuous Feedback and Iterate:
    • Collect customer feedback to understand their experience at each funnel stage.
    • Use insights to refine your product offerings and marketing strategies continually.

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KEY TAKEAWAYS:

• Focus on building scalable infrastructure early to support long-term growth.
• Design servicing systems with flexibility to adapt to customer needs and regulatory changes.
• Leverage analytics and customer data to continuously refine product offerings and user experience.
• Invest in modern technologies to future-proof financial products and services.

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Main Insight:
Focusing your time and budget on the accounts that are most likely to buy, and aligning teams with a unified system, is essential to a successful account-based marketing (ABM) strategy.

Guest Bio:
Leanne Chescoe is a results-driven B2B marketer with 15 years of experience in SaaS, specializing in ABM strategies, lead generation, and channel partnerships. In 2018, she founded the Women in B2B Network, a thriving community of over 400 senior professional women, aimed at empowering members through connections, opportunities, and expertise.

Key Takeaways:

1. Adopt an Account-Based Approach: The most urgent strategy for B2B marketers today is focusing on the accounts that have the highest propensity to buy. This requires a clear understanding of target account lists and being able to identify in-market accounts based on intent data.
2. Understand the Customer Journey: Approximately 95% of the customer's time in the buyer's journey is spent without direct contact with a salesperson, much of which is anonymous. Gaining insights into what potential customers are researching—whether it’s your products or your competitors’—is critical.
3. Utilize Intent Data: Marketers must be proactive in identifying accounts that are showing interest in related products or competitors. Having real-time access to intent signals enables more precise targeting and personalization, which leads to better customer experiences.
4. Create a Unified System: It's vital to have a consolidated platform that integrates all your data—account-level, contact-level, and system-level—across marketing and sales. This ensures that both teams are aligned with a shared view of the customer journey, preventing go-to-market fragmentation.
5. Align Sales and Marketing: When marketing and sales teams share the same platform and data, they can work more effectively to prioritize accounts, track engagement across the buyer journey, and know the best time for sales to follow up. Sales readiness isn’t just about one download—it’s about consistent, meaningful engagement.
6. Measure Engagement: With a unified system, you can measure engagement across the entire buyer journey and adjust your messaging to fit where a prospect is in the funnel. This ensures that both marketing and sales are equipped with the right information to engage prospects effectively.

Leanne emphasizes the importance of making sure the right messaging is being delivered at every stage of the sales cycle and that sales follow-up occurs only when there is substantial engagement. By leveraging these strategies, B2B marketers can improve their ABM results and foster a more seamless sales process.

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MAIN INSIGHT: Prioritize self-care and employee wellness in the marketing workplace to prevent burnout and foster sustainable business growth.

GUEST BIO:  Pete Sena is a creative entrepreneur and founder of Digital Surgeons, a brand experience consultancy. For nearly 20 years, he has partnered with founders and business leaders to accelerate growth through marketing innovation, branding, and digital-experience design. A human-centered problem solver, Pete focuses on the behaviors and systems that drive people, products, and experiences. His work has impacted leading brands such as Unilever, Microsoft, and LEGO. He leverages expertise at the intersection of design, technology, and consumer behavior to enact positive change and increase business value. His experiences, such as the development of the Four Green Lights system for aligning values with business growth, are published to his blog, petesena.com

RESULTS:

• Enhanced team morale and employee retention
• Healthier work-life balance for staff
• Reduced stress and prevention of burnout
• Increased productivity and creativity
• Improved client satisfaction
• Positive impact on profitability
• More collaborative and supportive work environment
• Holistic business growth valuing individual contributions

KEY TAKEAWAYS:

• Implement wellness programs and initiatives within the company
• Encourage practices like prioritizing sleep and meditation among employees
• Foster self-awareness and self-care routines
• Create a supportive environment with generous PTO policies and a remote-first culture
• Align business goals with employee wellness using systems like the four green lights
• Reduce unnecessary meetings and promote asynchronous communication
• Set clear boundaries between work and personal time
• Emphasize effective communication and thorough documentation
• Over-communicate to prevent misunderstandings and foster transparency
• Establish a clear vision that includes employee well-being as a core component
• Encourage open communication and provide a wellness budget for staff initiatives

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Main Insight:
Focusing on truthful claims in marketing enhances credibility, builds stronger customer trust, and leads to more effective campaigns that resonate with B2B audiences, ultimately boosting brand reputation and fostering sustainable client relationships.

Guest Bio:
Mike Maynard is the CEO and owner of the Napier Group, a PR-led, full-service marketing agency specializing in the B2B technology sector. Under his leadership, Napier Group works closely with clients to develop strategic campaigns that drive impactful results and deliver a significant return on investment.


Step-by-step process to ensure that marketing claims are accurate:

1. Before Starting a Campaign, Learn About the Products:
   In highly technical industries, it's crucial to get product managers and engineers to brief you on the product details. Use these interviews with product experts to create a comprehensive briefing sheet for reference within your organization. This briefing sheet should serve as a "source of truth" for advertising claims and be continuously fact-checked by everyone involved. Creating this briefing helps writers on the marketing team communicate effectively, as they need to understand the information to put it in their own words, and the briefing sheets can also be repurposed as marketing content. 
2. Build the Campaign with Long-Term Considerations:
   When creating your campaign, focus on developing a strategy that supports long-term goals and sustainability rather than just immediate results.
3. Seek Feedback from External Reviewers:
   Get input from people outside of the campaign, whether they are other members of the marketing team or from other departments. This external perspective helps refine the nuances of the message, making it more effective and clear to your audience.
4. Find a Knowledgeable Fact-Checker:
   Identify a fact-checker who thoroughly understands the product, possibly an engineer, to ensure the marketing claims are technically accurate and clearly conveyed. This step ensures that all claims are valid and aligned with the product’s capabilities.

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Main Insight:
Ram Prasad, a small business owner, explains how embracing structured marketing strategies, such as leveraging LinkedIn and consistent content creation, led to doubling his company's revenue, and emphasizes the importance of viewing marketing as a long-term investment for small business growth.

Guest Bio:
Ram Prasad is the CEO of Delence, a company specializing in providing fractional CTO (Chief Technology Officer) and CPO (Chief Product Officer) services to businesses. With a strong background in technology, Ram has recently developed a passion for marketing, particularly in the context of small business growth. His expertise lies in bridging the gap between technology and marketing, helping businesses scale effectively by leveraging tailored tech solutions and strategic marketing insights.

Step-by-Step Advice for Moving Away from Referral-Only Business Growth

1. Prioritize Business Growth: 
   • Allocate a marketing budget and consider hiring marketing professionals. View marketing as an investment in your business's future. This helps you avoid inefficiencies and leverages expertise to craft a more effective strategy. 
2. Identify the Right Social Media Channel:
   • The first crucial step is to identify the most effective social media channel where your target audience is most active. This decision should be based on where your potential customers are likely to be found. For example, if your customers are tech startup CEOs, they are more likely to be on LinkedIn or Twitter rather than Instagram or Facebook. Start by focusing on one or two platforms to ensure your efforts are concentrated and effective.
3. Consistency in Posting:
   • Once you have identified the appropriate channel, the next step is to post consistently. The ideal frequency for most businesses is at least two to three times a week. Consistency is key because posting regularly helps keep your brand top of mind with your audience. Ram emphasizes that the goal isn't to aim for a viral post but to build a presence over time through regular and consistent posting. He recommends setting aside a specific time daily or weekly for content creation and posting to maintain this consistency. Understand that marketing requires patience and consistent effort, much like gardening. Focus on nurturing your strategy and be prepared to commit for several months before expecting significant outcomes. 
4. Create and Share Original Content:
   • It’s important that the content you post is original. Original content reflects your unique perspective and experiences, which is more engaging and valuable to your audience. Ram advises against simply copying content from others or using generic content generated by tools. Instead, use your own experiences, such as summarizing a customer interaction or a recent project (while maintaining confidentiality), to create content. This approach ensures your content is authentic and resonates more deeply with your audience.
5. Measure and Adjust:
   • After establishing a routine of consistent posting, the next step is to measure the effectiveness of your posts. Pay attention to the feedback you receive, such as likes, comments, and shares, to understand what content is resonating with your audience. However, Ram warns against overthinking this process. Instead, focus on experimenting and adjusting your content based on the feedback and engagement you observe. The key is to keep iterating and improving your strategy rather t

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Main Insight:
Effective B2B marketing hinges on clarity; the clearer the message, the greater its impact.

Guest Bio:
Ben Guttmann is a seasoned marketing entrepreneur, educator, and author known for his expertise in clear communication. He authored "Simply Put: Why Clear Messages Win and How to Design Them." Over a decade, he managed Digital Natives Group, a marketing agency that evolved from small local projects to prestigious collaborations with major entities like the NFL and Comcast.

The Five Principles of Simple Messaging: 

• beneficial, or matters to the receiver
• focused, meaning articulating one thing at a time rather than multiple things 
• salient, or standing out amidst noise 
• empathetic, or speaking the language that the audience understands and meeting them emotionally
• minimal, or excluding everything unnecessary.

Key Takeaways:

Emphasize Clarity in Messaging

• Clear and simple messages are more effective.
• Avoid jargon and complex language.
• Make your value proposition easily understandable.

Know Your Audience

• Understand the needs and pain points of your target audience.
• Tailor your messages to address these needs directly.
• Use language and examples that resonate with your audience.

Consistent Brand Voice

• Maintain a consistent voice across all platforms and materials.
• This helps in building a recognizable and trustworthy brand.

Storytelling

• Use stories to make your messages more engaging and memorable.
• Share success stories and case studies to illustrate your points.

Data-Driven Decisions

• Use analytics to understand what messages are working.
• Continuously test and refine your messaging based on data insights.

Visual Clarity

• Use clear and professional visuals to support your messages.
• Ensure that your design is clean and free from unnecessary clutter.

Simplicity in Design

• Apply minimalist principles to your marketing materials.
• Focus on key messages and avoid overwhelming your audience with too much information.

Focus on Benefits, Not Features

• Highlight how your product or service benefits the customer.
• Explain how it solves their problems or improves their situation.

Educate Your Audience

• Provide valuable content that educates your audience about your industry.
• This positions you as a thought leader and builds trust.

Leverage Multiple Channels

• Use a mix of marketing channels to reach your audience.
• Ensure that your messaging is consistent across all channels.

Customer-Centric Approach

• Always put the customer at the center of your marketing strategy.
• Listen to their feedback and adjust your strategies accordingly.

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MAIN INSIGHT: Leverage data-driven strategies and artificial intelligence to transform and optimize marketing efforts.

GUEST BIO: Rich Edwards is the CEO of Mindspan Systems, a company specializing in transforming community financial institutions through data-driven strategies and innovative technologies. With a career spanning over a decade at IBM, Edwards has significant experience in product strategy, data center automation, and artificial intelligence, including a pivotal role in the launch of the IBM Watson Developer Cloud. 

RESULTS: 

1. Increased personalization in marketing, allowing companies to cater specifically to individual customer preferences and needs.
2. Enhanced efficiency and effectiveness in marketing operations, as AI can automate and optimize many routine tasks and processes.
3. Improved customer engagement and retention through targeted and relevant marketing communications.
4. Greater competitive advantage by utilizing data insights to make informed strategic decisions.
5. Cost savings from automation and the ability to produce more with less manual effort.

KEY TAKEAWAYS: 

Leverage First-Party Data: Utilize first-party data to gain a competitive advantage by delivering highly personalized and relevant marketing content. First-party data, being directly collected from customers, is crucial for creating accurate and impactful marketing strategies that resonate with the target audience.

Ethical Data Practices: Adopt transparent data collection methods and manage data prudently to uphold customer trust. Rich Edwards stressed the importance of treating customer data with the same care as money, considering the potential risks and implications of data breaches or misuse.

Data Safeguarding and Compliance: Implement robust systems to protect customer data, ensuring that data management practices comply with the latest regulations. This includes thoughtful interactions with customers about how their data is used and ensuring that data sharing and processing are done only when necessary and with proper customer consent.

Navigating Data Governance Challenges: Be vigilant about the dependencies that can develop from using platforms like Facebook for marketing, which may lead to potential constraints and costs. Marketers should be aware of the terms and conditions of data usage by third-party companies and strive for agreements that protect their interests and those of their customers.

LINKS TO DATA GOVERNANCE RESOURCES:

• Here’s a good, easy-to-read introduction to data governance from HubSpot: HubSpot Data Governance.
• One of the more general industry governance organizations is the Data Management Association (DAMA), offering good resources and certification standards: DAMA.
• Microsoft’s policy on data usage with AI services can be found here: Microsoft Data Privacy.
• An earlier interview with Microsoft CEO Satya Nadella specifically addressing their values on privacy is available on YouTube: Satya Nadella Interview.
• Also, as discussed, Trust Insights provides insights, and here's an example of Chris Penn’s blog:

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MAIN INSIGHT
B2B marketers can send campaigns that ultimately can have a positive impact on their audience by optimizing email marketing practices, such as reducing email frequency, targeting more effectively, and using eco-friendly infrastructure and content strategies.

GUEST BIO

James Gill is the co-founder of EcoSend and GoSquared. EcoSend works with brands to transform email marketing into a more climate-conscious practice, addressing the significant carbon footprint of the over 350 billion emails sent daily. GoSquared, celebrating its 18th anniversary, provides a privacy-focused alternative to Google Analytics, helping thousands of businesses grow sustainably every day. James is dedicated to creating environmentally responsible and privacy-centric digital tools.

BENEFITS OF ECO-CONSCIOUS EMAIL MARKETING
Reduced Carbon Footprint:

• By optimizing email campaigns, marketers can significantly lower the environmental impact of their digital activities.

Increased Engagement:

• Sending fewer, more targeted emails can lead to higher engagement rates, as recipients are more likely to find the content relevant and valuable.

Improved Efficiency:

• Streamlining email content and reducing data load can enhance the overall efficiency of email marketing campaigns, leading to better performance.

Enhanced Brand Reputation:

• Demonstrating a commitment to sustainability can improve a brand's reputation and appeal to environmentally conscious consumers and clients.

Cost Savings:

• Optimizing email campaigns can reduce the resources and energy required, potentially leading to cost savings in the long run.

Sustainable Business Growth:

• By adopting eco-friendly and privacy-centric practices, businesses can achieve sustainable growth that aligns with modern ethical standards and consumer expectations.

KEY TAKEAWAYS

1. Optimize Email Content: Streamlining the content of emails to be more concise and relevant can reduce the data load and, consequently, the environmental impact.
2. Improve Targeting: Ensuring emails are sent only to those who are genuinely interested and likely to engage can minimize waste and enhance the efficiency of email campaigns.
3. Compress Image Sizes: Reducing the size of images in emails can decrease the data required to send and receive emails, thereby lowering the carbon footprint.
4. Avoid Putting Text in Images: Keeping text as text rather than embedding it in images can reduce the email's data load, making it more efficient and environmentally friendly.

COMPANY DESCRIPTION
EcoSend works with brands to revolutionize email marketing by making it more climate-conscious. The company addresses the significant carbon footprint of email marketing by promoting sustainable practices and tools. 

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Main Insight: Using hyper-personalized outreach creates business opportunities with higher ROI for time spent and fosters better relationships between salespeople and customers. 

Guest Bio: Rhonda Dibachi, CEO of Hey Scottie, has a diverse background in technology and manufacturing with experience in nuclear engineering and software development. She has co-founded multiple tech and manufacturing startups, including one that successfully went public. Rhonda is passionate about integrating technology into manufacturing to solve real-world operational challenges.

Key Takeaways:

Identify Successful Customers: Start by examining who your successful customers are, and identify their key attributes such as location, industry, product type, or size to categorize your ideal customer.

Find Adjacent Prospects: Look for prospects that are similar to your successful customers, particularly those that are geographically close so you can easily visit or engage with them.

Engage with Potential Connections: Identify potential points of engagement from their online presence, such as association memberships, and consider attending related events like annual meetings.

Leverage Personal Interests: Use personal interests shown on platforms like LinkedIn, such as hobbies, to create a more personal connection.

Look for innovators in a target company or industry:  Identify people who are ambitious and receptive to innovative ideas such as recent job-changers, digital natives, and people who attend industry conferences. 

Make Personal Connections: Make efforts to personally connect at conferences or through platforms like LinkedIn, reaching out to conference-goers and suggesting face-to-face meetings before the conference to discuss potential collaborations.

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0:31

Introduction to Building an Online Community

1:58

Inception of Advertise Your Server

2:43

Evolution of Advertise Your Server

5:04

Expanding to B2B Companies

6:36

Benefits for B2B Brands

10:23

Setting Up an Online Community

20:39

Establishing Community Norms

25:08

Pitfalls in Online Community Creation

28:26

Connect with Advertise Your Server

Main Insight

Building an online community is essential for brand promotion and customer engagement. William Cook, CEO of Advertise Your Server, shares his expertise on leveraging platforms like Reddit and Discord to grow vibrant online communities that drive business growth.

Key Takeaways

1. Importance of Online Communities: Online communities provide a space for customers to interact, share experiences, and build a sense of loyalty and belonging. They are crucial for promoting brands and fostering customer engagement.
2. Choosing the Right Platform: Different platforms serve different community needs. Reddit and Discord are highlighted as excellent platforms for community growth. Reddit offers broad exposure, while Discord provides a more intimate and interactive environment.
3. Strategies for Community Growth:
   • Engage with Members: Regular interaction and engagement with community members are vital. This includes responding to comments, initiating discussions, and providing valuable content.
   • Consistent Value Addition: Continuously offer value to community members through exclusive content, updates, and resources that cater to their interests and needs.
   • Leveraging Influencers: Collaborate with influencers who can bring their audience into the community, increasing reach and credibility.
4. Monetization and ROI:
   • Direct Revenue Generation: Monetize the community through memberships, premium content, and exclusive offers.
   • Indirect Benefits: Enhanced brand loyalty, customer feedback, and market insights can significantly impact business growth and development.
5. Challenges and Solutions:
   • Maintaining Engagement: Keep the community active and engaged through regular events, Q&A sessions, and interactive content.
   • Managing Negative Feedback: Address negative feedback constructively and use it to improve products and services.

Guest Bio

William Cook is the CEO of Advertise Your Server, a leading online community growth platform. With extensive experience in community building and digital marketing, William has successfully helped numerous brands grow their online presence and engage with their audience on platforms like Reddit and Discord.

Company Description

Advertise Your Server is the premier platform for growing online communities on Reddit and Discord. They specialize in helping brands create and nurture vibrant online spaces where customers can connect, share, and engage. With a focus on providing consistent value and fostering meaningful interactions, Advertise Your Server is dedicated to driving business growth through community building.

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Main Insight

"The most effective brand strategy focuses on differentiation and solving customer business challenges."
Dave emphasizes that a unique brand identity and an ability to clearly articulate how a product solves specific customer challenges are crucial in marketing. Content should demonstrate solutions, not just features.

Key Takeaways

Step-by-Step Marketing Strategy

1. Determine Your Business Cycle Stage:
   Understand where the business currently stands. Are you a new startup, a growing SMB, or an established enterprise? Different stages require different marketing strategies.
2. Focus on the Basics:
   Ensure that your website has strong calls-to-action and that free content like blog articles, YouTube videos, and social media posts are available.
3. Expand to Advanced Marketing:
   For mature businesses, consider investing in advertising campaigns, events, and sponsorships. SMBs with resources can leverage trade events and Google Ads campaigns.
4. Incorporate AI into Content Creation:
   Utilize AI for generating outlines, titles, and basic content structures. Refine and build upon these AI-generated drafts for faster, more effective content creation.
5. Develop a Comprehensive Content Strategy:
   • Write a detailed blog post about how your product solves specific business challenges.
   • Atomize content into multiple pieces (short videos, audio snippets, infographics).
   • Use AI tools to create faceless videos from written content.
   • Distribute across multiple social media channels in varied formats.
6. Distribution Plan and Calls to Action:
   • Share blog articles on LinkedIn and other social media platforms.
   • Use smaller content pieces and videos for wider reach.
   • Align calls to action with each content type (e.g., "Contact us," "Download a whitepaper," "Try our product").

Guest Bio

Dave Erickson
Title: CEO, ScreamingBox
Bio: Dave Erickson has over 30 years of experience in eSports, gaming, software development, marketing, sales, branding, publishing, advertising, and international business. A serial entrepreneur, he has founded and managed businesses across the USA, Europe, and Asia. Prior to ScreamingBox, he played a pivotal role in building the Fatal1ty gaming brand and licensing program, and also founded an internet marketing company in 2002 that catered to high-profile clients like Gunthy-Ranker, Qualcomm, and TigerText.

Company Description

ScreamingBox
Description: ScreamingBox is a digital development company that offers web and mobile app development, along with other technology solutions. Their virtual-first approach helps clients save costs while ensuring high-quality digital solutions. They have built a strong reputation in the industry due to their distinctive branding and word-of-mouth referrals.
Website: screamingbox.net

Rainmaker Web
Description: Rainmaker Web helps startups and SMBs with marketing strategy, content creation, and digital distribution.
Website: rainmakerweb.net

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Guest Bio:
Natalie Hogg is the founder and head marketer of Method Q. She has a background in communications and journalism and initially aspired to join international relations but later shifted to marketing. After a successful career in corporate marketing, she founded Method Q, where she can help businesses grow while giving back to her community.

Company Description:
Method Q is a full-service marketing agency that provides comprehensive marketing solutions for businesses, whether supporting existing in-house teams or acting as a complete outsourced marketing department. 

Contact Information:

• Website: themethodq.com
• LinkedIn: Natalie Hogg

Main Insight:
The power of creating volunteer marketing teams lies in aligning business goals with personal passions. By blending work and life purposefully, you can build a community of professionals who share your values, create meaningful impact through nonprofits, and help the next generation succeed.

Key Takeaways:

1. Get Out of Your Comfort Zone:
   • Expand your network by attending events and engaging with new people.
   • Reach out to potential mentors and ask for introductions.
2. Define Your Goals:
   • Write down your career and life goals to manifest them into reality.
   • Create a timeline of where you want to be, even if it's a rough outline.
3. Build and Nurture Relationships:
   • Foster meaningful relationships within your network and community.
   • Leverage your network's skills and interests to make a positive impact.
4. Incorporate Volunteering into Your Business:
   • Recruit your team to volunteer their skills for a nonprofit organization.
   • Start by offering small contributions, like managing social media or redesigning a website.
   • Encourage your team to take ownership and contribute their expertise.
5. Practice Self-Care:
   • Maintain a healthy balance by prioritizing self-care.
   • Lead by example, showing your team the importance of taking care of themselves.

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In this episode, Mark Osborne emphasizes scalable relationships in marketing, stressing efficient systems for growth. He offers B2B marketers guidance on KPIs and revenue optimization.

Chapters

0:31

Introduction

4:04

The Power of Systems

14:10

Improving Systems Through Meetings

25:19

Implementing an Effective Referral System

27:50

Impact of Systematizing on Teams

31:43

Steps to Implement Systems Within a Team

36:16

Overcoming Challenges in System Implementation

39:28

Smooth System Implementation Tips

41:24

Promoting the Book and Offer

Long Summary

Mark Osborne, the founder of Modern Revenue Strategies, shares his journey into founding his company and his background in marketing. He discusses the importance of building one-to-one relationships at scale using data and technology. Mark highlights the challenges of keeping up with the ever-growing marketing technology landscape and explains the fundamental approach his company takes to drive scalable and reliable growth in marketing.

Mark emphasizes the significance of systems in setting teams free from friction and uncertainty, enabling collaboration, and providing peace of mind. He delves into the process of creating and implementing effective systems within organizations to attract prospects, accelerate opportunities, and activate clients for renewals, upsells, and referrals. Mark stresses the importance of establishing clear KPIs and benchmarks to measure success in customer acquisition, revenue growth, and referrals.

He outlines practical steps for B2B marketers to systematize their processes, focusing on identifying areas for improvement, documenting critical client flows, and fostering collaboration among team members. Mark shares insights into overcoming challenges in implementing systems, such as resistance to change and concerns about job security. He emphasizes the role of leadership in supporting and adhering to systems to drive organizational success.

Mark introduces a special offer for the audience, providing a free download of his book, "Are Your Leads Killing Your Business?" along with templates, calculators, and training resources to help businesses enhance their revenue systems. He invites viewers to access these resources and offers personalized guidance in diagnosing revenue systems and identifying growth opportunities. Mark concludes by expressing his pleasure in sharing insights and engaging in the conversation.

Brief Summary

Mark Osborne, the founder of Modern Revenue Strategies, discusses the importance of building one-to-one relationships at scale using data and technology in marketing. He emphasizes the significance of systems in setting teams free from friction, enabling collaboration, and providing peace of mind. Mark outlines the process of creating and implementing effective systems to attract prospects, accelerate opportunities, and drive growth in marketing. He highlights the role of clear KPIs and benchmarks in measuring success and offers practical steps for B2B marketers to systematize their processes. Mark introduces a free download of his book and resources to help businesses enhance their revenue systems, concluding with an invitation for viewers to access these resources for personalized guidance.

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Chapters

0:31

Introduction to High Performance Marketing Team

0:56

Importance of Mindfulness in Marketing

1:43

Jeff's Journey into Marketing

3:48

Impactful Campaigns for Business Growth

5:09

Unbreakable Program Implementation

8:25

Development of Unbreakable Training Program

10:24

Creation of Unbreakable One-Day Program

13:14

Embracing Wellness Initiatives

18:11

Marketing Mindfulness within the Organization

21:59

Implementing Mindfulness Programs at HITE

24:46

Leadership Collaboration for Program Success

30:08

Steps to Implement Mindfulness Programs

32:58

Designing Thoughtful Employee Surveys

34:32

Overcoming Objections and Challenges

37:48

Handling Engagement with Mindfulness Programs

38:14

Connection and Collaboration with Jeff Zelaya

Long Summary

Jeff Zelaya discusses his journey in marketing and the importance of mindfulness in a conversation focused on creating a healthy, high-performance marketing team. He emphasizes the impact of mindfulness on marketing professionals, especially during stressful times. Jeff shares personal experiences from his childhood and describes how he developed a passion for marketing at a young age.

As the VP of Demand Generation at Hite Digital, Jeff delves into the initiatives and programs implemented to prioritize mindfulness within his team. He highlights the "Unbreakable" program, which focuses on resilience and mental toughness through training sessions, breathing exercises, and even ice baths. Jeff explains the positive outcomes of these initiatives, such as improved team retention, morale, and happiness.

The conversation touches on the implementation of mindfulness programs, including the importance of budgeting and measuring success through surveys and feedback. Jeff provides insights into potential obstacles when introducing mindfulness programs, such as resistance from team members or leaders. He emphasizes the need for consistency and adaptability in such initiatives.

Jeff also offers practical advice for marketing leaders looking to integrate mindfulness into their teams, suggesting steps like setting clear goals, designing surveys for feedback, and adapting programs based on results. He emphasizes the importance of being open to feedback and customizing initiatives to suit the team's needs. Jeff encourages connection on LinkedIn for further discussions on mindfulness and marketing practices.

Brief Summary

Jeff Zelaya discusses the significance of mindfulness in marketing teams, sharing personal experiences and insights on implementing mindfulness initiatives.  Jeff emphasizes the positive impact of mindfulness programs on team retention and morale, highlighting the importance of consistency and adaptability. He offers practical advice for marketing leaders, emphasizing clear goals, feedback surveys, and customization based on results. Jeff encourages further discussions on LinkedIn for those interested in integrating mindfulness into marketing practices.

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Suggest a guest by emailing podcast [at ] forwardlaunchdigital.com
--
In this rebranded premiere of "Mindful B2B Marketing," host Keirra Woodard embarks on a transformative journey for season two, evolving from the previous focus of "Forward Launch Your SaaS" to a pioneering exploration of ethically driven and socially impactful marketing strategies in the B2B realm. Keirra introduces the concept of mindful marketing, a holistic approach that extends the definition of success beyond financial gains to include positive outcomes for customers, employees, and society at large.

This season, Keirra is determined to delve deeper into the essence of marketing with a conscience, inviting seasoned leaders from renowned B2B brands to share their stories of success achieved through commitment to ethical practices and social good. The conversations aim to unveil strategies that not only foster business growth but also promote sustainable development, highlighting environmentally-friendly initiatives, inclusivity, and digital sustainability.

Listeners can expect a variety of insightful episodes that cover critical aspects of mindful B2B marketing, including the importance of truthful marketing claims, strategies to prevent team burnout, the significance of clear messaging, and the building of online communities. The season will also tackle the integration of privacy with marketing strategies, the ethical use of AI, and the pivotal role of honesty in marketing communications.

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GUEST BIO

Ayush is the founder and CEO of Byldd. They’re trying to democratize software entrepreneurship by making it easier (and less capital-intensive) for non-technical founders to start software businesses. Our approach is to build very focused revenue-generating MVPs for bootstrapping founders. We define an MVP as the least complex product you can build that solves a problem well enough that customers are willing to pay for it. Once they manage to get that revenue, we help them take customer feedback, analyze it and use that to drive further product development.

Ayush started this as a side project in 2019 with one engineer and now leads a team of 35 people, with the company making over $50K MRR.

MAIN INSIGHT

To establish trust in partnerships, take a slow approach and requesting a single referral to test the working relationship before expanding.

KEY TAKEAWAYS

1. Identify the people your target audience hangs out with, i.e., professionals that your audience spends time with.
2. Attempt to have conversations with those professionals through LinkedIn, outbound cold emails, or direct outreach.
3. Share updates, success stories, and wins with the professionals to establish trust and credibility.
4. Follow up with them consistently, as 90% of people may not respond or refer someone immediately. Persistence is key in building the relationship.

MORE FROM Byldd

Startups often waste time building non-differentiating features, so Byldd automates that process and focuses on unique aspects of the product to launch new software products and features quickly and cost-effectively.

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We all know the importance of engaging our audience and standing out in a crowded marketplace. One often overlooked strategy to achieve this is through the power of storytelling. Keirra recently invited Steve Hoffman, CEO of Founder's Space, to the podcast to discuss how SaaS companies can leverage storytelling to strengthen their marketing strategies. Here's a summary of the valuable insights and takeaways from their conversation.

The Importance of Storytelling in B2B SaaS Marketing 
When it comes to marketing a B2B SaaS product, it's easy to get caught up in the technical details and lose sight of the bigger picture. However, according to Steve Hoffman, storytelling is a crucial component of successful marketing campaigns. As humans, we're naturally drawn to stories because they help us make sense of the world around us. By weaving a compelling narrative around your product, you can create an emotional connection with your audience that transcends the limitations of traditional marketing methods.

Developing a Compelling Brand Story
Creating a captivating brand story begins with understanding your target audience's pain points and how your product can address them. Steve emphasizes the importance of developing a narrative that positions your product as the solution to your customers' problems. To craft an engaging brand story, consider the following elements:

1. The Problem: Clearly define the problem your audience is facing and create a sense of urgency around it.
2. The Solution: Explain how your product offers a unique and effective solution to the problem.
3. The Journey: Describe the transformation your customers will experience as they implement your solution.
4. The Success: Showcase the positive outcomes and results your customers can expect from using your product.

By incorporating these elements into your marketing materials, you can create a compelling narrative that resonates with your audience and motivates them to take action.

Utilizing Testimonials and Case Studies
One of the most effective ways to demonstrate the value of your product is by showcasing real-world success stories. Steve suggests utilizing testimonials and case studies as powerful tools to build trust and credibility with your audience. By sharing the experiences of your satisfied customers, you can validate your product's claims and provide tangible proof of its effectiveness.

When crafting testimonials and case studies, be sure to include:

1. The Customer's Background: Offer context by sharing the customer's industry, company size, and role.
2. The Challenge: Detail the specific problems the customer was facing before using your product.
3. The Solution: Explain how your product helped the customer overcome their challenges.
4. The Results: Highlight the positive outcomes the customer experienced as a result of implementing your product.

In the competitive world of B2B SaaS marketing, it's essential to differentiate your brand and create an emotional connection with your audience. By harnessing the power of storytelling, you can craft a compelling narrative that highlights the value of your product and drives customer engagement. Take inspiration from Steve Hoffman's insights and leverage storytelling, testimonials, and case studies to create an unforgettable marketing campaign that resonates with your audience and propels your business to new heights.

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Disclaimer: This post was created using AI which utilized an interview transcript as a source. Keirra reviewed it for accuracy.

In today's fast-paced digital landscape, it's essential for businesses, especially B2B SaaS companies, to adapt and implement innovative marketing strategies. One such strategy that has proven to be extremely effective is video marketing. In this exclusive interview, we had the pleasure of speaking with Sarah Jenkins, a seasoned entrepreneur and digital marketer, who shared her insights on the power of video marketing and how it has helped her company grow exponentially.

Creating and Repurposing Video Content

According to Sarah, one of the most significant advantages of using video marketing is the ability to repurpose content across different platforms. By creating a single video, businesses can generate a wealth of content, such as transcriptions, social media snippets, blog posts, and podcast episodes. This not only saves time and resources but also ensures that the message is consistent and reaches a wider audience.

The key to successful repurposing lies in producing shorter clips, ideally two to three minutes long, offering valuable strategies and insights. These bite-sized pieces can be used to drive traffic back to longer podcast episodes or other in-depth content, allowing potential customers to engage with your brand more deeply.

The Power of Video Marketing: Short vs. Long Content

Sarah has observed that in the realm of video marketing, both short and long-form content can be highly effective. On one hand, shorter clips can quickly capture viewers' attention, providing immediate value and encouraging them to seek out more information. On the other hand, longer podcast episodes or in-depth videos can offer a more comprehensive understanding of the subject, fostering a deeper connection with the audience.

As a result, it's essential to strike a balance between these two formats, using both to target different segments of your audience and cater to their unique preferences and needs.

The Impact of Video Marketing on Business Growth

Throughout her 15 years in the marketing industry, Sarah has found that putting video marketing first has never let her down. By consistently leveraging video content, her company has experienced substantial growth and increased revenue. This can be attributed to the ability of video marketing to reach a wider audience, provide valuable content, and foster a deeper connection with potential customers.

Reach Out to Sarah Jenkins

If you're looking to learn more about Sarah Jenkins or her companies -- WebinarJam and Kartra -- she can be reached via LinkedIn or email. As an entrepreneur passionate about video marketing, she is always eager to connect with others and share her insights.

Conclusion

Video marketing has proven to be a powerful tool for B2B SaaS companies looking to grow and thrive in today's competitive market. By creating and repurposing video content strategically, businesses can maximize their reach and engagement, ultimately driving growth and success. As Sarah Jenkins' experience shows, putting video marketing first can lead to impressive results and long-term benefits for your company.

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Disclaimer: The following post was created using AI which used an interview transcript as a source.

In today's fast-paced and competitive business environment, companies are always looking for innovative ways to expand their reach and generate more leads. One such method gaining momentum is partnership marketing. To better understand this powerful tool, we recently had an insightful conversation with Renee Bigelow, a seasoned marketing expert and fractional CMO, who shared her knowledge and experience on the subject.

Renee shared several key benefits of partnership marketing, including:

1. Cost-effectiveness: By working together, companies can share marketing expenses, making it a more affordable option for reaching a larger audience.
2. Increased reach: Partnering with other businesses allows companies to tap into each other's customer base, thereby increasing their reach and potential leads.
3. Improved brand reputation: Association with reputable partners can enhance a company's image and credibility in the market.
4. Shared expertise: Companies can learn from each other, share best practices, and improve their marketing strategies.

Creating a Successful Partnership Marketing Strategy

Renee emphasized the importance of understanding each partner's objectives and building a plan that aligns with both companies' goals. She recommended the following steps:

1. Identify potential partners: Look for companies that have complementary products or services and share the same target audience.
2. Establish clear goals: Define the objectives and desired outcomes for the partnership to ensure both parties are on the same page.
3. Develop a joint plan: Collaborate on a marketing plan that includes content, campaigns, events, and other initiatives that will benefit both companies.
4. Measure success: Track the performance of the partnership and adjust the strategy as needed to optimize results.

Going Beyond Traditional Tactics

Renee encouraged companies to think beyond traditional partnership marketing tactics, such as co-marketing webinars or joint content downloads, which can become tired and expected. Instead, she suggested integrating partnership marketing into the natural onboarding or prospecting flow of each company. By identifying key leverage points in the customer journey, businesses can create more meaningful and impactful experiences for their customers.

Leveraging Customer Advocacy

Renee also discussed the importance of leveraging existing customers as brand advocates. By identifying satisfied customers, businesses can engage them in testimonials, case studies, and other marketing initiatives. This can be achieved by talking to various departments within the company, such as sales, customer success, and product teams, to identify happy customers and gather feedback.

Conclusion

Partnership marketing presents a wealth of opportunities for businesses to grow and thrive. By collaborating with like-minded companies and leveraging the power of customer advocacy, organizations can significantly improve their marketing efforts and reach new heights. As Renee Bigelow highlighted, the key to success lies in understanding each partner's objectives, developing a joint plan, and constantly evolving the strategy to ensure optimal results.

If you'd like to connect with Renee and learn more about her expertise in partnership marketing, you can find her on LinkedIn. Don't miss out on her upcoming project to publish mental models and concepts that have proven successful in her work with clients. Stay

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