B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

Buyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buyer personas typically DON'T take into account are the whopping 95% of your market that's not in buying mode. Would it not make sense to ALSO create personas for that large segment of your market that isn't ready to buy?

This insight led today's guest, Matthew Lewsadder, to write and publish a book on the topic: Buystander Personas: How to gain breakthrough insights into out of market b2b audiences, create massive demand for your brand, and win where others aren't competing.

Matthew is also founder and CEO of Brighttail, a B2B demand marketing agency.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of the podcast, host Jeremy Shere welcomes Todd Gregory, the Regional Director for the Americas at Fifth Ring, a global B2B marketing agency. They discuss strategies for maximizing ROI from trade shows, which are often costly yet crucial for networking and business growth.

Todd emphasizes that many B2B companies mistakenly view trade shows as isolated events rather than integral parts of a broader marketing strategy. He critiques the common reliance on foot traffic as a success metric, noting that not all visitors are potential customers. Instead, he advocates for creating memorable experiences that engage attendees, such as immersive booths and interactive displays.

Todd shares a successful example where a company created an exclusive, intriguing booth that drew in crowds, leading to significant lead generation. He also highlights the importance of follow-up strategies post-show, including personalized outreach and nurturing leads through multiple touch points.

The conversation underscores the need for companies to think creatively about their trade show presence and to integrate their efforts into a cohesive marketing plan that extends beyond the event itself. Todd invites listeners to connect with him for further insights on trade show consulting and marketing strategies.

Connect with Todd: https://www.linkedin.com/in/jtoddgregory/

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What do engagement, trust, emotion, and brand awareness have in common?

For Kayla Ratz, Digital Marketing Manager at GP Strategies, the answer is: everything.

“Engagement is the core of where GP Strategies starts to build trust in its brand,” Ratz says. “Customers and prospects are more emotionally tied to a brand when the customer experience is good and the customer experience is good when you have several touch points that initiate engagement.”
In this episode we dig into the intersection between engagement, emotion, and building trust with customers.

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Kelly Newman, a facilitator, emotional intelligence consultant, and executive coach with BlueEQ, talks about the value of emotional intelligence and "psychological safety" for audience engagement.

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Jeremy Shere, founder and CEO of Tribal Knowledge Podcasting, talks with Chad Reid, VP of Marketing at JotForm, about ...

• JotForm's multiple audiences
• How Chad and his team use content marketing (and SEO) to generate leads
• Why content marketing requires a long-term strategy
• The value of video as a marketing channel

Learn more about JotForm
Connect with Chad on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.