B2B Marketing Spotlight: Neen James on How to Make Attention Pay #mpb2b

Neen James Interview

Neen James is the author of Folding Time™ and her most recent book, Attention Pays™. She is frequently named one of the top 30 Leadership Speakers by Global Guru because of her work with companies like Viacom, Comcast, Cisco, Virgin, Pfizer, BMW, and the FBI, among others.

Neen is a leadership expert who delivers high-energy keynotes that challenge audiences to leverage their focus and pay attention to what matters most at work and in life.

She’s also originally from Australia but now lives in Florida. Neen and I are both members of a secret or not so secret society of speakers and although we have never met until today, the energy she shares through her digital communications makes me feel like we’ve known each other for years.

On Wednesday October 16th, Neen will be giving an opening keynote, Attention Pays™: How to Drive Profitability, Productivity, and Accountability at the MarketingProfs B2B Forum in Washington D.C..  Neen was generous to spend some time with me to talk about the importance of attention in business, for marketing and marketing leaders.

Enjoy the full video interview below:

Neen James on the Value of Personal Branding in B2B Marketing:

I think it’s vital because when you think about this whole idea, if you really want to get attention, you have to give attention. And as marketers we have to give attention to the brand that people are buying from. We are the product.

I grew up in corporate business, Lee. I worked in retail banking, telecommunications, and the oil industry. And what I realized, Lee, is I had to be able to stand out.

The people that we are working with want to know that they can trust us. They want to know that we’re going to get them the results that they need.  @neenjames

Just like you would do a SWOT analysis on a potential product for a client in a strategic plan, we’re going to do the same thing with ourselves because the people that we are working with, Lee, they want to know that they can trust us. They want to know that we’re going to get them the results that they need.

So a personal brand in B2B is vital and it’s also about making sure that the brand has longevity and consistency.

Neen James on Systems of Attention: 

Systems create freedom, right? We all have systems in place, whether we are marketers within organizations or an entrepreneur that is running your own marketing for your company. I believe that we need systems of attention.

There are systems of attention to be able to get and give the kind of attention that you want, whether it is in the work place or outside. We all know that with the projects that we’re all juggling, the clientele that we’re all managing, and the team that we’re leading, that we need some systems in place.

Neen James on the Cost of Distractions from Multitasking:

The costs are insane. Whether they’re personal or professional. There was some research done by the Information Overload Group, which is a hilarious name for a company, that found in the US $588 billion dollars is lost every year because there’s loss of productivity through distraction and multitasking.

In the US $588 billion dollars is lost every year because there’s loss of productivity through distraction and multitasking. @neenjames

From a professional point of view, there’s obviously results like reduced productivity and reduced internal customer satisfaction. Are distracted employees really delivering on the results you said you would provide to the clientele that you serve inside or outside your organization?

There are many costs including team engagement, productivity, customer satisfaction. There are professional costs, but personally the most disturbing thing I found when I was researching my book, Attention Pays, was that on average nine people die every day because of distracted driving.

I mean, we’ve made it more important to update our Facebook status than to actually pay attention to the road.

Neen James on Prioritizing your Priorities:

A strategic appointment with yourself is just 15 minutes. Here’s what’s so fascinating. People tell me all the time, “Oh, there’s never enough time.” Or, “I’ve run out of time, we’re going to kill time.” Well, poor time. Time never did anything to you.

You can’t manage time because you and I get the same 1440 minutes in a day. Time doesn’t care. It’s going to happen anyway. You can’t manage time, but you can manage your attention. @neenjames

See, I don’t believe in time management, right? You can’t manage time because you and I get the same 1440 minutes in a day. Time doesn’t care. It’s going to happen anyway. You can’t manage time, but you can manage your attention.

By simply investing in a strategic appointment with yourself for 15 minutes every day you’re going to identify what strategic nonnegotiable goals will get you closer to the bigger picture, to the things you’re responsible for.

Thanks Neen! 

BONUS: You can download a FREE copy of Neen’s book, Folding Time, here (pdf)

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B including Neen James’ keynote, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Form website here. Also, get $100 off by using this mpb2b discount code: B2BFriends

You can find more information about Neen on her website and follow her on Twitter here: @neenjames

Be sure to watch the other videos in the MPB2B series featuring:

Ann Handley – Are You a B2B Marketing Badaxe?

Jay Baer –  Are You Down with EGC?

Tyrona Heath – Can ABM & Social Selling Unite?

B2B Marketing Spotlight: Neen James on How to Make Attention Pay #mpb2b

Neen James Interview

Neen James Interview

Neen James is the author of Folding Time™ and her most recent book, Attention Pays™. She is frequently named one of the top 30 Leadership Speakers by Global Guru because of her work with companies like Viacom, Comcast, Cisco, Virgin, Pfizer, BMW, and the FBI, among others.

Neen is a leadership expert who delivers high-energy keynotes that challenge audiences to leverage their focus and pay attention to what matters most at work and in life.

She’s also originally from Australia but now lives in Florida. Neen and I are both members of a secret or not so secret society of speakers and although we have never met until today, the energy she shares through her digital communications makes me feel like we’ve known each other for years.

On Wednesday October 16th, Neen will be giving an opening keynote, Attention Pays™: How to Drive Profitability, Productivity, and Accountability at the MarketingProfs B2B Forum in Washington D.C..  Neen was generous to spend some time with me to talk about the importance of attention in business, for marketing and marketing leaders.

Enjoy the full video interview below:

Neen James on the Value of Personal Branding in B2B Marketing:

I think it’s vital because when you think about this whole idea, if you really want to get attention, you have to give attention. And as marketers we have to give attention to the brand that people are buying from. We are the product.

I grew up in corporate business, Lee. I worked in retail banking, telecommunications, and the oil industry. And what I realized, Lee, is I had to be able to stand out.

The people that we are working with want to know that they can trust us. They want to know that we’re going to get them the results that they need.  @neenjames

Just like you would do a SWOT analysis on a potential product for a client in a strategic plan, we’re going to do the same thing with ourselves because the people that we are working with, Lee, they want to know that they can trust us. They want to know that we’re going to get them the results that they need.

So a personal brand in B2B is vital and it’s also about making sure that the brand has longevity and consistency.

Neen James on Systems of Attention: 

Systems create freedom, right? We all have systems in place, whether we are marketers within organizations or an entrepreneur that is running your own marketing for your company. I believe that we need systems of attention.

There are systems of attention to be able to get and give the kind of attention that you want, whether it is in the work place or outside. We all know that with the projects that we’re all juggling, the clientele that we’re all managing, and the team that we’re leading, that we need some systems in place.

Neen James on the Cost of Distractions from Multitasking:

The costs are insane. Whether they’re personal or professional. There was some research done by the Information Overload Group, which is a hilarious name for a company, that found in the US $588 billion dollars is lost every year because there’s loss of productivity through distraction and multitasking.

In the US $588 billion dollars is lost every year because there’s loss of productivity through distraction and multitasking. @neenjames

From a professional point of view, there’s obviously results like reduced productivity and reduced internal customer satisfaction. Are distracted employees really delivering on the results you said you would provide to the clientele that you serve inside or outside your organization?

There are many costs including team engagement, productivity, customer satisfaction. There are professional costs, but personally the most disturbing thing I found when I was researching my book, Attention Pays, was that on average nine people die every day because of distracted driving.

I mean, we’ve made it more important to update our Facebook status than to actually pay attention to the road.

Neen James on Prioritizing your Priorities:

A strategic appointment with yourself is just 15 minutes. Here’s what’s so fascinating. People tell me all the time, “Oh, there’s never enough time.” Or, “I’ve run out of time, we’re going to kill time.” Well, poor time. Time never did anything to you.

You can’t manage time because you and I get the same 1440 minutes in a day. Time doesn’t care. It’s going to happen anyway. You can’t manage time, but you can manage your attention. @neenjames

See, I don’t believe in time management, right? You can’t manage time because you and I get the same 1440 minutes in a day. Time doesn’t care. It’s going to happen anyway. You can’t manage time, but you can manage your attention.

By simply investing in a strategic appointment with yourself for 15 minutes every day you’re going to identify what strategic nonnegotiable goals will get you closer to the bigger picture, to the things you’re responsible for.

Thanks Neen! 

BONUS: You can download a FREE copy of Neen’s book, Folding Time, here (pdf)

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B including Neen James’ keynote, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Form website here. Also, get $100 off by using this mpb2b discount code: B2BFriends

You can find more information about Neen on her website and follow her on Twitter here: @neenjames

Be sure to watch the other videos in the MPB2B series featuring:

Ann Handley – Are You a B2B Marketing Badaxe?

Jay Baer –  Are You Down with EGC?

Tyrona Heath – Can ABM & Social Selling Unite?

The post B2B Marketing Spotlight: Neen James on How to Make Attention Pay #mpb2b appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b

Ty Heath Interview B2B Marketing

Ty Heath is one of those people who’s reputation precedes them. I had heard of Ty as a marketing industry speaker and force for change working at LinkedIn before finally meeting her in person. The IRL Ty experience did not disappoint. Each time I meet with Ty, ideas pop like popcorn – who needs coffee with such inspiration around what’s possible?

Currently Ty is Global Lead of The B2B Institute at LinkedIn where she is responsible for scaling education on LinkedIn’s Marketing Solutions product globally. She has previously worked for major brands including IBM, Nestle and over 7 years at Google – plus she’s had her own consultancy.

On top of that, Ty is Co-Founder of LinkedIn’s annual TransformHER conference, was a contributing author in the recently published books “The Professional Black Woman” and the “Black Female Leader” and author of the book, “Marketers of Tomorrow: A Step by Step Toolkit for Inbound Marketing“. Ty was also honored as one of the Top 25 Influential Women in Marketing Who Inspired Us in 2018.

One thing you may not know about Ty is that she is a two time Olympic Trials qualifier in track and field for the 800 meters.

I’ve known Ty for just over a year – we serve on an industry advisory council for The Digital Marketing Institute together and have many mutual friends and shared interests like B2B marketing, science fiction and brunch. That’s why I was very happy to interview Ty as a speaker at the upcoming MarketingProfs B2B Forum conference on all things ABM and Social Selling.

If you want to optimize your ABM and social sales efforts, be sure to see Ty in Washington D.C. during the Oct 16-18 B2B Forum. In the meantime, this video is a must-watch:

Ty Heath on the Growth of ABM

Many folks have been thinking about making account based marketing part of their go-to-market strategy or maybe it’s already a part of it. I think the primary reason why that’s happening is because buyers expect more. We’ve all gotten used to the experience that Amazon and Netflix, and other companies have created.

Business buyers expect more personalized attention and customization of content…and account-based marketing is a way to deliver on that. @tyrona

Even though we are in the space of B2B, that experience and those expectations are translating over from B2C. That expectation of personalization and level of knowledge around the buyer’s needs. So, I think ABM is in demand more because of changing business customer expectations and account-based marketing is a way to deliver on that.

Ty Heath on Alignment Beyond Sales and Marketing:

At the core of a powerful account based marketing plan is a team that is invested in sales and marketing alignment. And frankly, when you think about account-based marketing it’s not even just about sales and marketing. It’s about having your entire team oriented to connect with customers wherever they are in their journey, wherever they touch your business and have them make that the best possible experience. Sales and marketing tend to be the two groups within your business that are most oriented towards having those conversations and having those touch points.

Ty Heath on Ann Handley:

I’ve been following her for so long. That’s the thing. I’m one of the subscribers to MarketingProfs, but even before that, even earlier in my career as a marketer I read Content Rules. I read Everybody Writes. I’ve been following her for a long time. I think she is truly a pioneer as a woman in the space of B2B marketing. I think she’s an amazing storyteller. Her ideas are clear. She’s been an inspiration for me!

Thanks Ty! 

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B marketing including Ty Heath’s presentation, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Form website here. Also, get $100 off by using this mpb2b discount code: B2BFriends

You can find more information about Ty on her website The Spectacled Marketer and follow her on Twitter here: @tyrona

B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b

Ty Heath Interview B2B Marketing

Ty Heath Interview B2B Marketing

Ty Heath is one of those people who’s reputation precedes them. I had heard of Ty as a marketing industry speaker and force for change working at LinkedIn before finally meeting her in person. The IRL Ty experience did not disappoint. Each time I meet with Ty, ideas pop like popcorn – who needs coffee with such inspiration around what’s possible?

Currently Ty is Global Lead of The B2B Institute at LinkedIn where she is responsible for scaling education on LinkedIn’s Marketing Solutions product globally. She has previously worked for major brands including IBM, Nestle and over 7 years at Google – plus she’s had her own consultancy.

On top of that, Ty is Co-Founder of LinkedIn’s annual TransformHER conference, was a contributing author in the recently published books “The Professional Black Woman” and the “Black Female Leader” and author of the book, “Marketers of Tomorrow: A Step by Step Toolkit for Inbound Marketing“. Ty was also honored as one of the Top 25 Influential Women in Marketing Who Inspired Us in 2018.

One thing you may not know about Ty is that she is a two time Olympic Trials qualifier in track and field for the 800 meters.

I’ve known Ty for just over a year – we serve on an industry advisory council for The Digital Marketing Institute together and have many mutual friends and shared interests like B2B marketing, science fiction and brunch. That’s why I was very happy to interview Ty as a speaker at the upcoming MarketingProfs B2B Forum conference on all things ABM and Social Selling.

If you want to optimize your ABM and social sales efforts, be sure to see Ty in Washington D.C. during the Oct 16-18 B2B Forum. In the meantime, this video is a must-watch:

Ty Heath on the Growth of ABM

Many folks have been thinking about making account based marketing part of their go-to-market strategy or maybe it’s already a part of it. I think the primary reason why that’s happening is because buyers expect more. We’ve all gotten used to the experience that Amazon and Netflix, and other companies have created.

Business buyers expect more personalized attention and customization of content…and account-based marketing is a way to deliver on that. @tyrona

Even though we are in the space of B2B, that experience and those expectations are translating over from B2C. That expectation of personalization and level of knowledge around the buyer’s needs. So, I think ABM is in demand more because of changing business customer expectations and account-based marketing is a way to deliver on that.

Ty Heath on Alignment Beyond Sales and Marketing:

At the core of a powerful account based marketing plan is a team that is invested in sales and marketing alignment. And frankly, when you think about account-based marketing it’s not even just about sales and marketing. It’s about having your entire team oriented to connect with customers wherever they are in their journey, wherever they touch your business and have them make that the best possible experience. Sales and marketing tend to be the two groups within your business that are most oriented towards having those conversations and having those touch points.

Ty Heath on Ann Handley:

I’ve been following her for so long. That’s the thing. I’m one of the subscribers to MarketingProfs, but even before that, even earlier in my career as a marketer I read Content Rules. I read Everybody Writes. I’ve been following her for a long time. I think she is truly a pioneer as a woman in the space of B2B marketing. I think she’s an amazing storyteller. Her ideas are clear. She’s been an inspiration for me!

Thanks Ty! 

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B marketing including Ty Heath’s presentation, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Form website here. Also, get $100 off by using this mpb2b discount code: B2BFriends

You can find more information about Ty on her website The Spectacled Marketer and follow her on Twitter here: @tyrona

The post B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

Jay Baer Interview

It was back in 2010 at SXSWi that I was in the blogger lounge networking with other social media savvy content creators and thought leaders like Brian Solis, Chris Heuer, Amber Naslund, Chris Brogan and Rohit Bhargava, when I met a fellow marketer who shared a metal bottle opener as his business card.

What a brilliant idea! Package your identity around something useful to trigger conversations.

Fast forward to 2019 and Jay Baer has continued to carry that message of utility, talk triggers and clever marketing savvy to his online media empire of Convince & Convert that includes an award winning blog, a network of podcasts, professional speaking, training and consulting.

Jay is the New York Times best-selling author of six books including his most recent, Talk Triggers. He is also a serial entrepreneur, technology company investor and a world class professional keynote speaker that has been inducted into the Professional Speaking Hall of Fame. On top of all that, Jay is an avid tequila collector, a certified barbecue judge and owner of some of the most colorful and stylish suits you’ll see on the speaking circuit.

On Wednesday October 16th, Jay will be giving an opening keynote on how to turn your customers into volunteer marketers at the MarketingProfs B2B Forum in Washington D.C.. Jay was kind enough to connect with me to talk about the topic of employee advocacy and world of mouth marketing.

Enjoy the full video interview below:

Jay Baer on B2B Marketing Alphabet Soup and How to Get Focused

“I feel like you should go back to the utility principle which is, let’s set aside all the shenanigans and just say, ‘Okay look, what do these prospective customers need and how can we give that to them?’ If we do that consistently, eventually we’re gonna win. Ultimately, that’s the only great truism of marketing. Give people what they need and eventually you will win. But there’s not enough patience.”

Ultimately, the only great truism of marketing is, give people what they need and eventually you will win. @jaybaer

“People aren’t like, “Hey, LinkedIn post, here’s $1 million for a software package.” There is actually a consideration period here. I’ve been doing some consulting with B2B companies that have last-click attribution on social. So you’re telling me that your software company is going to try and sell software off a tweet? Like, that ain’t going to happen. No wonder you think your social media doesn’t work.”

“Ultimately I feel like there’s not enough patience in the game and the culture around B2B is becoming a culture of instant performance and that is not going to work.”

Jay Baer on Employee Advocacy and Customer Experience

“If you have a truly differentiated customer experience, something that creates conversations, your employees will naturally echo that and amplify it and connect the dots for potential customers. They will be part of the marketing arsenal. The problem with employee advocacy is that marketers completely forget what it’s like to be a customer.”

If you have a truly differentiated customer experience, something that creates conversations, your employees will naturally echo that and amplify it and connect the dots for potential customers. @jaybaer

“It’s like this weird amnesia effect sits in and they’re like, ‘Oh, so they’re not just gonna tweet out this thing that says this company is the greatest company in history.’ And it’s like, ‘No bro, you wouldn’t do that either. Why would you think it should be so nakedly promotional? It’s like a commercial and nobody’s going to put that on their personal social media.’ They’re just trying to turn employees into shills and nobody’s down with that.”

Jay Baer on What He Loves Most About MarketingProfs CCO, Ann Handley

“Yeah, I don’t know. I don’t really like anything about her. No, she’s one of my favorite people. She is incredibly, incredibly successful but also one of the most genuine and kind people I know despite her massive success, which is extraordinary. But I’ll tell you the one thing that I will reference that doesn’t get enough talk about Ann Handley, is that as the crazy suit guy, I really appreciate Ann’s pants game.”

“She’s really started, in the last two years especially, I know she’s really starting to lean into the crazy pants routine and I feel like A, she stole my bit, but B, I do appreciate that she’s going for it on the pants. I may have to find some pants for Ann as a B2B forum gift. We’ll see.”

I’m glad I’m not the only one who appreciates Ann’s Pants.  Thanks Jay! 

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B including Jay Baer’s keynote, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Forum website here. Also, get $100 off by using this mpb2b discount code: B2BFriends

Get more great info from Jay on Convince and Convert and follow Jay on Twitter here: @jaybaer

B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

Jay Baer Interview

Jay Baer Interview B2B Marketing

It was back in 2010 at SXSWi that I was in the blogger lounge networking with other social media savvy content creators and thought leaders like Brian Solis, Chris Heuer, Amber Naslund, Chris Brogan and Rohit Bhargava, when I met a fellow marketer who shared a metal bottle opener as his business card.

What a brilliant idea! Package your identity around something useful to trigger conversations.

Fast forward to 2019 and Jay Baer has continued to carry that message of utility, talk triggers and clever marketing savvy to his online media empire of Convince & Convert that includes an award winning blog, a network of podcasts, professional speaking, training and consulting.

Jay is the New York Times best-selling author of six books including his most recent, Talk Triggers. He is also a serial entrepreneur, technology company investor and a world class professional keynote speaker that has been inducted into the Professional Speaking Hall of Fame. On top of all that, Jay is an avid tequila collector, a certified barbecue judge and owner of some of the most colorful and stylish suits you’ll see on the speaking circuit.

On Wednesday October 16th, Jay will be giving an opening keynote on how to turn your customers into volunteer marketers at the MarketingProfs B2B Forum in Washington D.C.. Jay was kind enough to connect with me to talk about the topic of employee advocacy and world of mouth marketing.

Enjoy the full video interview below:

Jay Baer on B2B Marketing Alphabet Soup and How to Get Focused

“I feel like you should go back to the utility principle which is, let’s set aside all the shenanigans and just say, ‘Okay look, what do these prospective customers need and how can we give that to them?’ If we do that consistently, eventually we’re gonna win. Ultimately, that’s the only great truism of marketing. Give people what they need and eventually you will win. But there’s not enough patience.”

Ultimately, the only great truism of marketing is, give people what they need and eventually you will win. @jaybaer

“People aren’t like, “Hey, LinkedIn post, here’s $1 million for a software package.” There is actually a consideration period here. I’ve been doing some consulting with B2B companies that have last-click attribution on social. So you’re telling me that your software company is going to try and sell software off a tweet? Like, that ain’t going to happen. No wonder you think your social media doesn’t work.”

“Ultimately I feel like there’s not enough patience in the game and the culture around B2B is becoming a culture of instant performance and that is not going to work.”

Jay Baer on Employee Advocacy and Customer Experience

“If you have a truly differentiated customer experience, something that creates conversations, your employees will naturally echo that and amplify it and connect the dots for potential customers. They will be part of the marketing arsenal. The problem with employee advocacy is that marketers completely forget what it’s like to be a customer.”

If you have a truly differentiated customer experience, something that creates conversations, your employees will naturally echo that and amplify it and connect the dots for potential customers. @jaybaer

“It’s like this weird amnesia effect sits in and they’re like, ‘Oh, so they’re not just gonna tweet out this thing that says this company is the greatest company in history.’ And it’s like, ‘No bro, you wouldn’t do that either. Why would you think it should be so nakedly promotional? It’s like a commercial and nobody’s going to put that on their personal social media.’ They’re just trying to turn employees into shills and nobody’s down with that.”

Jay Baer on What He Loves Most About MarketingProfs CCO, Ann Handley

“Yeah, I don’t know. I don’t really like anything about her. No, she’s one of my favorite people. She is incredibly, incredibly successful but also one of the most genuine and kind people I know despite her massive success, which is extraordinary. But I’ll tell you the one thing that I will reference that doesn’t get enough talk about Ann Handley, is that as the crazy suit guy, I really appreciate Ann’s pants game.”

“She’s really started, in the last two years especially, I know she’s really starting to lean into the crazy pants routine and I feel like A, she stole my bit, but B, I do appreciate that she’s going for it on the pants. I may have to find some pants for Ann as a B2B forum gift. We’ll see.”

I’m glad I’m not the only one who appreciates Ann’s Pants.  Thanks Jay! 

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B including Jay Baer’s keynote, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Forum website here. Also, get $100 off by using this mpb2b discount code: B2BFriends

Get more great info from Jay on Convince and Convert and follow Jay on Twitter here: @jaybaer

The post B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b

Interview Ann Handley
Twelve years ago I had the good fortune to connect with Ann Handley, Chief Content Officer at MarketingProfs and she’s been a positive influence to me on what’s possible in content and B2B marketing ever since.

I’m not alone.

During that time, we’ve both grown as marketers. Well, maybe I’ve grown, but Ann has exploded. She regularly fills keynote rooms at conferences, draws long, long lines of people to get one of her best selling books signed and her company MarketingProfs has attracted over 600,000 subscribers.

Ann Handley is a marketing influencers’s influencer or more creatively, she’s an Annfluencer.

Since Ann is the very first Chief Content Officer ever, a multi-book best selling author, international keynote speaker and who I like to call, The Khaleesi of Content, we’re pretty fortunate to share the following interview. And after recent events in Toronto, you call also call her a “badaxe” marketer.

In the video below Ann and I connected through Zoom to talk about a range of topics including a game of “hot or not” with content marketing tactics, examples of B2B brands doing it right, how she’s achieved meteoric success with her newsletter growth and of course, the upcoming B2B Forum conference happening near Washington D.C. on October 16-18.

Enjoy!

On Axe Throwing and Marketing Metaphors:

“In Toronto for an event I went ax throwing with a bunch of other speakers and attendees at the event. I mean the obvious analogy would be that in marketing it’s all about hitting the target, but I actually think it’s a much richer analogy than that. The analogy that I drew, or where I see marketing and writing reflected in ax throwing, is that sometimes it’s just enough to hit the target, you know? It takes a lot of practice. It takes a lot of courage to stand up there and actually try something. And I think that’s probably why in B2B marketing, it’s so much safer to not throw the ax, to instead just sort of sit behind and do what you’ve always done.”

“And so the analogy is that some days it’s just enough to hit the target, and that it is scary and it’s dangerous, and it can feel uncomfortable to try new things. But I think it’s incumbent on all of us in B2B marketing, whether you are a writer, or a marketer, or whatever role you play in an organization to take some risks, and just get out of the box and throw an ax at that target.”

On B2B Marketing Trends for 2020:

“I’ve been all in on this for a while, and it’s so old school, but email newsletters have made a such a comeback. So many brands are really missing the opportunity with email. They’re so focused on trying to get really great ads, at voice activated applications. You know, what should I … what’s our Alexa strategy? It’s like, why do you have an Alexa strategy? Why are you even thinking about that, when your email newsletter really needs help over here? The email newsletter I think is it’s, it’s vastly undervalued.”

On the Most Common Marketing Questions Ann Gets Asked:

“People ask me a lot about writing, and here’s kind of the funny thing about when people ask me questions about writing. It’s usually preceded by an apology like, ‘I’m sorry, I’m really nervous writing to you, because I’m worried about grammar’. And that’s sort of the problem right there. It’s like, I don’t care about grammar, necessarily. I mean yeah, you want to sort of know the grammar rules more generally, but you can always get some help. You can always fix that later, fix it in post, right? And so I don’t think about great writing the same as great grammar. They’re very different things.”

“When someone expresses some anxiety right off that, ‘I feel so awkward writing to you, because I’m so worried that it’s going to have a mistake.’ I mean, number one, just let go of that judgment, you know? It’s like the ax throwing analogy again. Just stand in the pit and throw the ax. Don’t worry about it.”

Thank you Ann!

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the website here.

If you’re in marketing, I can’t recommend Ann’s Newsletter, Total Annarchy enough. You can subscribe and see back issues here.

Follow Ann on the Twitters here: @marketingprofs & @annhandley

B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b

Interview Ann Handley

Interview Ann Handley
Twelve years ago I had the good fortune to connect with Ann Handley, Chief Content Officer at MarketingProfs and she’s been a positive influence to me on what’s possible in content and B2B marketing ever since.

I’m not alone.

During that time, we’ve both grown as marketers. Well, maybe I’ve grown, but Ann has exploded. She regularly fills keynote rooms at conferences, draws long, long lines of people to get one of her best selling books signed and her company MarketingProfs has attracted over 600,000 subscribers.

Ann Handley is a marketing influencers’s influencer or more creatively, she’s an Annfluencer.

Since Ann is the very first Chief Content Officer ever, a multi-book best selling author, international keynote speaker and who I like to call, The Khaleesi of Content, we’re pretty fortunate to share the following interview. And after recent events in Toronto, you call also call her a “badaxe” marketer.

In the video below Ann and I connected through Zoom to talk about a range of topics including a game of “hot or not” with content marketing tactics, examples of B2B brands doing it right, how she’s achieved meteoric success with her newsletter growth and of course, the upcoming B2B Forum conference happening near Washington D.C. on October 16-18.

Enjoy!

On Axe Throwing and Marketing Metaphors:

“In Toronto for an event I went ax throwing with a bunch of other speakers and attendees at the event. I mean the obvious analogy would be that in marketing it’s all about hitting the target, but I actually think it’s a much richer analogy than that. The analogy that I drew, or where I see marketing and writing reflected in ax throwing, is that sometimes it’s just enough to hit the target, you know? It takes a lot of practice. It takes a lot of courage to stand up there and actually try something. And I think that’s probably why in B2B marketing, it’s so much safer to not throw the ax, to instead just sort of sit behind and do what you’ve always done.”

It’s incumbent on all of us in B2B marketing, whether you are a writer, or a marketer, or whatever role you play to take some risks and just get out of the box and throw an ax at that target. @marketingprofs

“And so the analogy is that some days it’s just enough to hit the target, and that it is scary and it’s dangerous, and it can feel uncomfortable to try new things. But I think it’s incumbent on all of us in B2B marketing, whether you are a writer, or a marketer, or whatever role you play in an organization to take some risks, and just get out of the box and throw an ax at that target.”

On B2B Marketing Trends for 2020:

“I’ve been all in on this for a while, and it’s so old school, but email newsletters have made a such a comeback. So many brands are really missing the opportunity with email. They’re so focused on trying to get really great ads, at voice activated applications. You know, what should I … what’s our Alexa strategy? It’s like, why do you have an Alexa strategy? Why are you even thinking about that, when your email newsletter really needs help over here? The email newsletter I think is it’s, it’s vastly undervalued.”

On the Most Common Marketing Questions Ann Gets Asked:

“People ask me a lot about writing, and here’s kind of the funny thing about when people ask me questions about writing. It’s usually preceded by an apology like, ‘I’m sorry, I’m really nervous writing to you, because I’m worried about grammar’. And that’s sort of the problem right there. It’s like, I don’t care about grammar, necessarily. I mean yeah, you want to sort of know the grammar rules more generally, but you can always get some help. You can always fix that later, fix it in post, right? And so I don’t think about great writing the same as great grammar. They’re very different things.”

“When someone expresses some anxiety right off that, ‘I feel so awkward writing to you, because I’m so worried that it’s going to have a mistake.’ I mean, number one, just let go of that judgment, you know? It’s like the ax throwing analogy again. Just stand in the pit and throw the ax. Don’t worry about it.”

Thank you Ann!

B2B Forum
Bound for B2B Forum: For more information about imagining what’s possible in B2B, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the website here.

If you’re in marketing, I can’t recommend Ann’s Newsletter, Total Annarchy enough. You can subscribe and see back issues here.

Follow Ann on the Twitters here: @marketingprofs & @annhandley

The post B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing Spotlight: Shonodeep Modak, CMO NA at Schneider Electric #B2BSMX

Shonodeep Modak

Shonodeep Modak

Shonodeep Modak is CMO of North America at Schneider Electric. He has more than 18 years of commercial experience across energy, oil & gas, electrical distribution, automation and aftermarket services where he has architected and led nimble, data-driven global teams to propel portfolio expansion and deliver double-digit returns.

At the recent B2B Sales and Marketing Exchange conference, Shonodeep presented on how to restructure your marketing department around the customer vs. around your products or services: Opening Up The Panel Door…Rewiring How Your Marketing Team Works.

During the first day of the conference, Shonodeep and I met to discuss his presentation, his experiences at companies like GE and ExxonMobil, what’s broken with today’s marketing departments and where to marketing leaders can start to fix their own organizational structure.

Shonodeep Modak Interview

Lee Odden: You’ve been at Schneider Electric North America for a little over a year now. Can you share a bit about your role as CMO?

Shonodeep Modak: I cover marketing for the North America region at Schneider Electric, which is the largest region that we have. Schneider Electric is a 26B Euro industrial automation and energy management solution provider that has been around for well over a hundred years. The company is centered around three hubs across the world including Boston, Hong Kong and in Paris, France, which is where Schneider Electric originally started.

Covering marketing for the largest organization across the different business units includes multiple industries through channel partners and alliance partners. It’s a very interesting place to be because there’s such a big transformation happening in Schneider Electric and in the industry around digitization of IoT and solutions that would normally be considered hardware, but are shifting more into software.

Lee Odden: You’ve worked at other large organizations like GE and ExxonMobil, what are some of the experiences you’ve had that have best prepared you for the role of CMO?

Shonodeep Modak: From ExxonMobil to GE and now Schneider Electric, I’ve worked in hundred year-old companies but each time, but I have had the unique opportunity to be a part of major transformations in each one. Each has taught me and helped shaped the leader I am today.

At ExxonMobil I helped them reinvigorate their go-to-market from a traditional downstream oil and gas company selling motor oils, gear oils and greases to being a more forward thinking CPG-like type company, much like a P&G.

You really have to understand how shoppers buy, shopper insights, and how people decide what to buy.  Shonodeep Modak

To be able to do that, you really have to understand how shoppers buy, shopper insights, how people decide what to buy at a Wal-Mart or go to the Quick Lube, the analytics around the demographics of cars and the interests of people and how you target them. Here I developed deep analytical analytical expertise, especially with integrating both internal and external datasets to generate high-value insights.

I joined GE supporting our B2B power generation business. At the time, GE was transforming from a great product manufacturer into one who serves a bigger purpose in the world. You may remember GE’s Ecomagination campaign that established their brand in this space. GE shifted from “We bring good things to life”, to, “Imagination at work”.

I discovered how our power generation products could serve a greater purpose. For example, you can transform the waste of cows, hogs, and even chickens into renewable energy.

I helped increase awareness of the technological capabilities in the US by uncovering how to use products in different ways. I also discovered that we had been sitting on valuable service data history that we turned into the first IIoT (Industrial Internet of Things) solutions in our business. This was very transformative for GE at the time.

Now at Schneider Electric, I am part of a world class Global Marketing organization. Here I must show our customers that our digital solutions can do so much more than what our customer base knows of us today. Over the past year I have been on the journey to redesign and reimagine my team in North America.

Lee Odden: It’s timely that you mentioned restructuring the marketing team because you’re speaking about that topic here at B2BSMX – Opening up the panel door: Rewiring how your marketing team works. What can you share about the genesis of that presentation?

Shonodeep Modak: I hope that I can inspire members of the audience who may be with B2B industrial manufacturers, like Schneider Electric or could be marketers at software and service sellers trying to better understand and help industrial manufacturers.

When I jumped into my current CMO role, I realized that at Schneider Electric, we had product-oriented marketing teams. Each was responsible for serving their business but the result is a marketing team operating in product silos.

Then I observed that the digital marketing which had occurred several years ago was simply added on, not purposefully integrated into the existing team. As a result we could never realize the full capabilities. This requires rewiring the organization. And it’s beyond changing an org chart. It’s about changing how the team works together, the processes, and, most critically, the team’s culture.

I plan to hit these important aspects in my RevTalk presentation sharing my experiences of what worked and what didn’t over five organizational redesigns that I have led in my career.

Successfully rewiring your organization is much more about culture than structure. Shonodeep Modak

Lee Odden: That’s a remarkable endeavor because you have to look at it more than just operationally or from a staffing perspective, but also from a culture standpoint. What would you say is most often broken for enterprise level companies when it comes to how they structure their marketing departments?

Shonodeep Modak: The biggest issue is when companies say, “we need to shift to more digital activation in marketing” and then what happens is they add a digital team and think that the challenge is solved.

To make the digital transformation work, you have to go in and really rewire the organization.. You have to change the way the team works. Shonodeep Modak

To make the digital transformation work, you have to go in and really rewire the organization.. You have to change the way the team works. You also have to engage your business stakeholders well before you flip the switch and explain to them, “this is the reason why we need to change and what it will do for your growth.” You have to spend a lot of time here, repeating often to steadily gain the alignment before you actually hit the go button. That amount of work is extremely important to make sure that you’re successful. It sounds obvious, but so many times I’ve seen it taken for granted.

Lee Odden: Where should companies start if they’re going to evaluate their marketing organization structure?

Shonodeep Modak: First, look at the work being done today. Did the teams interact with the right function? Look at the customer success team, the commercial team, the product team and see where the strongest and weakest connections are. In many cases, you’ll find that the balance of support is missing.

Create financial and non-financial measures and talk about them as an “investment” not at “marketing spend” because that is really how the organization must see (marketing). Shonodeep Modak

Lastly, I know it’s obvious, but ensure your resources know how to measure ROI and translate the impact to your stakeholders. Create financial and non-financial measures and talk about them as an “investment” not at “marketing spend” because that is really how the organization must see it.

Lee Odden: What does an ideal marketing department structure look like?

Shonodeep Modak: The biggest thing is customer-centricity in the organization design. Shifting away from being product-oriented to customer-persona and vertical-centric. This enables efficiency and productivity because the investment spans across a portfolio of solutions that addresses customer outcomes. At Schneider Electric we have a combination of vertical and persona focus based on the industries.

Most B2B industrial customers care less about the product and it’s benefits and more about the issues they have and how the solution solves it. Shonodeep Modak

Great marketing organizations spend a lot more time listening. Doing the research on the customer interests is essential. Most B2B industrial customers care less about the product and it’s benefits and more about the issues they have and how the solution solves it.

Lee Odden: That’s like the difference between being egocentric and empathetic.

Shonodeep Modak: Yes, exactly.

Lee Odden: The CMO role is like the pinnacle of a marketer’s career. What advice can you share for the next generation of CMOs?

Shonodeep Modak: Every company is changing. They’re all transforming right now and they will always keep transforming. So, of course, you have to be ready for that. For aspiring CMOs I would say there are three things.

The first is to make your connections early on. As you jump into new roles, make connections with the commercial team and work in a grassroots way with them. That means it’s less about showing off a new, shiny martech solution, but rather it’s developing a strong commercial team relationship by getting involved and helping them. Rather than just passively sitting in a customer meeting with them, use the digital customer behavior insights gained from your martech stack to advance their relationship.

If you’re not in a start-up, the best place to gain traction is with your existing accounts. Shonodeep Modak

Number two is, it’s not all about always about the net new customers. If you’re not in a start-up, the best place to gain traction is with your existing accounts. We found in our world that expanding the existing basket and scope of purchase is an investment in time that pays off much faster than acquiring a new customer. Helping a customer with new solutions that can benefit them in a way that they had not realized can really reinforce the commercial relationship.

Number three is, don’t forget us industrial B2B companies! When you’re evaluating your career vector, consider the great impact you can make because many of us are just now advancing in e-commerce and digital digital marketing strategies. Think about the bar you can move. You could start where the bar’s already high and move it a few inches in a software services company or you can start where the bar can jump a few feet.

Lee Odden: What are some of the top resources you rely on for staying smart as a marketer?

Shonodeep Modak:: I’m learning through my own team. I put them in charge of being the experts. In fact, for the B2BSMX conference, I’ve asked them to come, observe and learn more about content marketing, account based marketing and what’s the latest. In fact, whenever I walk through these events, I ask every vendor, what’s new? Even if I don’t know them yet, I ask them, “What do you do that’s working?”

Lee Odden: Speaking of what’s next, what are some of your big marketing priorities for 2020?

Shonodeep Modak:: Our transformation is a three year journey. We’ve only just brought the new team online and are refining our processes, working to achieving stability and establishing quality output. Year two in 2020 will be more about how we test and learn to boost productivity. Year three will focus on scale and gaining an in-depth understanding of which levers consistently generate the best returns.

Lee Odden: Thank you so much!

shonodeep modak
Be sure to follow Shonodeep Modak on LinkedIn: /shonodeep/

Visit the link below for more information about the B2BSMX conference:
B2B Sales and Marketing Exchange: Boston
Follow the event hashtag #B2BSMX on Twitter

The post B2B Marketing Spotlight: Shonodeep Modak, CMO NA at Schneider Electric #B2BSMX appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog