Episoder
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We've invited Haley Pierce, the Sr. GTM Lead at the B2B Institute, to go into the nuances of how B2B buyers really buy, when they buy, and how to do our B2B advertising based on their research.
The CMO Scorecard: The CMO Scorecard
Haley's Linkedin: Haley Pierce | LinkedIn
Category Entry Points: Category Entry Points In A B2B World
SAS Viya Case Study: SAS’ Edge Case: SAS' Journey from Convention to Creativity | LinkedIn
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How can you get a meeting with anyone? How do you get meetings booked with complete strangers? You break the pattern. Give personalized gifts - yes, physical gifts. The CEO of Sendoso, Kris Rudeegraap, walks us through why and how to use strategic gifting as an outreach strategy.
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Manglende episoder?
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The godfather of Category Design, Christopher Lochhead, joins Dylan to discuss why no one cares about your brand or solution unless you first make it about them and their problem.
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How do we differentiate in a crowded B2B category? How do we become the brand that's remembered as the solution to a problem when buyers are ready to buy? How do we produce an ad that our ICP wants to share with others?
We talk to Jenny Hayes from Teamwork.com to see how they're doing B2B Problemotional Advertising and how you can do the same at your own B2B company.
The link to The Client video: https://youtu.be/sh1mkZFfl-k?feature=shared
Jenny's Linkedin: Jenny Hayes | LinkedIn
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How do you get your marketing message heard, remembered, and shared? The message is what influences buying, but what if it's ignored and forgotten? In this episode, Dylan explains how B2B ads need to communicate in an emotional way about the problem we solve.
Here's the link to the article if you prefer to read:
https://blackcamel.agency/humphub-research/the-failed-b2b-ad-medium-you-cant-bore-strangers-into-listening-remembering/
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Advertising is a battle for perception in the buyer's mind. And there's only 2 types of perceptions that really matter. How are they created? How does it affect the entire business' success?
If you prefer to read the article or watch the video:
https://blackcamel.agency/humphub-research/the-failed-b2b-ad-message-your-solution-is-not-a-solution-without-a-problem/
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Attention Repellent Ads Virus is a Hierarchically Transmitted Disease (HTD). It spreads from the top to bottom - from C-Level to the ones creating the ads. And if you don’t use protection, the whole ad campaign will catch it. Symptoms include irritated CFO, swelling of ad spend, and in many cases, painful death of marketing budget.
In this episode, we compare Attention Repellent Ads (solution-focused communicated rationally) and Problemotional Ads (problem-focused communicated emotionally).
Here's the link if you'd prefer to watch the video or read the article:
https://blackcamel.agency/humphub-research/the-attention-repellent-ads-virus-how-to-diagnose-it-avoid-b2b-ads-that-create-campaign-budget-waste/
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Why are B2B Problemotional Ads needed? What is Buying Journey Alignment? What are Attention Repellent Ads? What causes most B2B ads to waste ad budget? In this episode, Dylan records reading from our research article on a massive problem in B2B advertising we've found. If you prefer to watch the video or read the article, click here:
https://blackcamel.agency/humphub-research/why-most-b2b-advertising-fails-in-2024/
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Nick Bennett helps us find answers to questions like: How does the overload of buying choices in 2024 cause you to be replaceable? Why doesn't brand building work for solopreneurs? Why should you charge for outcomes, not deliverables and time?
If you know you need to niche down, the principles we discuss here will help you clarify why.
Here's Nick's Linkedin: Nick Bennett | LinkedIn
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On the second of the Category Design series, we get answers to:
- how we clarify which problem we solve
- how framing the problem is the difference between the iPad and the failed competitors
- how to design a narrative that generates demand for your service and positions you to be different, not better
If you have more questions from this episode, John's Linkedin content goes into more detail: John Rougeux ⛰️ | LinkedIn
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You can't do your marketing when you're stuck doing client work but you also can't free yourself from client work without doing marketing. What comes first: The chicken or the egg? Too many agency founders and consultants do the wrong kind of marketing because they've forgotten their own unique constraints.
What type of marketing is the right kind for an agency founder / consultant? What requirements have to be met? How can we become free to do the work we want and not work overtime just to survive?
If you liked the episode, don't be afraid to say hi and let me know on Linkedin :) www.linkedin.com/in/dylan-ciaccio⏳-766826146
Stuck in the Client Work Pit? See how Content Extraction & Packaging solves it: Home | Rekorded
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Linkedin buying happens in places you can’t track. And yet, so many base their strategy on content engagement. In this very contrarian episode, we discuss how buyers are driven by information and how to be intentional about it to ensure maximized buyers from our content, profile, and landing page.
To see the video with visuals, click the second video on this page: Home | Rekorded
Drop me a message if you liked this one :) Dylan Ciaccio⏳ | LinkedIn
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Why do LinkedIn users buy? How do they buy? These are two questions that very few are ever asking on LinkedIn. And yet it's essential to guiding our audience on their buying journey. In this episode, we discuss Information Gaps and how information about problems and misconceptions help users see the value in reaching out and buying our service.
Process | Rekorded (Go to Step 2 for the video on Info Gaps)
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Agency founders need to do Linkedin content marketing becauseof their complete advantage - having field insights and proven methods. But what's stopping them? The Agency Time Problem. And how do you overcome that problem? The opposite of Content Creation: Content E&P
Got questions about the episode? Send me a DM and I'll clear things up.
Dylan Ciaccio⏳ | LinkedIn
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Why do you get engagement on Linkedin posts but not enough clients? This is the answer to your problem... You aren't doing enough Linkedin Content Bridging.
This is the first episode of The Linkedin Series, where I do quick solo episodes specifically on B2B Linkedin marketing.
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What problem do you solve? If you're like most agencies, you aren't able to answer this. Which is why buyers see you as interchangeable. This problem will be the downfall of your agency and the only way to solve it is to design your own niche. Nick shows us how.
Here's his absolute killer playbook that I myself have started to refer to everyday: The Agency Niche Design Playbook (notion.site)Here's his Linkedin profile: Nick Bennett | LinkedIn
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Thought leadership has become a buzzword. And that's why Ashley Faus has created The 4 Pillars of Thought Leadership framework to make sure you understand all you need to know to reap the benefits of being a thought leader.
The framework: Four Pillars of Thought Leadership | LinkedIn
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Without even talking about the company he worked for, Alyce, Nick Bennett drove $2M in pipeline with a 60% close rate. How can you replicate his strategy? How should B2B companies create a LinkedIn evangelist program?
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James Carbary, the founder of SweetFish, has helped grow hundreds of B2B podcasts as well as his own, B2B Growth. We dive deep into questions like: Should we do interview-style episodes? How to conduct original research with your guests? How to validate ideas that resonate with your audience?
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Inbound marketing is a magnet. But nearbound marketing is an even bigger magnet. In this episode, we dive into how Logan Lyles and Teamwork are implementing a nearbound marketing strategy, taking advantage of content co-creation in their ecosystem.
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