Ariel Rubin’s Post

100% of marketing is just being human while speaking to humans. Why is that so hard to understand? I remember a time when a B2B client was adamant that their marketing approach had to be different because they were "speaking to another business." They believed that B2B marketing required a cold, formal tone. To them, it was all about jargon and technical specs. But I knew better. At the end of the day, even in B2B, you're still speaking to another human. I shared a story with them. I once worked with a tech company struggling to connect with its audience. Their marketing was packed with industry buzzwords and complex diagrams. It was impressive but impersonal. We decided to humanize their approach. We started telling stories. We showcased real customers using their products, highlighting the benefits in everyday terms. We even added a bit of humor. The result? Their engagement skyrocketed by 150%. Prospects were more responsive. Customers felt a stronger connection to the brand. Sales went up by 35%. Why? Because we were speaking to humans. Humans with emotions, goals, and challenges. The same principle applies to B2B marketing. Behind every business decision is a person making that choice. According to LinkedIn, 92% of B2B buyers are more likely to engage with a brand if they see content that is valuable to them. They want to feel understood. They want to trust you. By being human in our marketing, we build that trust. We connect on a deeper level. So, next time you think B2B needs to be cold and corporate, remember this. You’re not just speaking to a business. You’re speaking to a human. And that’s what makes all the difference.

You don’t understand B2B marketing. [This video reflects that!] Marketing has so much invisible work. Yet, founders and CEOs are expecting visible results. You've hired a top-notch marketing team. They're working round the clock. But you're still asking, "What the hell are they doing?" Sound familiar? This video isn't just hard work. It's your marketing team sculpting your future. But without a clear Go-To-Market strategy, you're just watching someone chop wood. Here's the brutal truth: If you can't articulate your GTM strategy, you'll never understand marketing's value. 𝐖𝐡𝐲? 1. Marketing is complex 2. Many activities are invisible 3. Results often lag behind efforts 𝐓𝐡𝐞 𝐅𝐨𝐮𝐧𝐝𝐞𝐫'𝐬 𝐓𝐫𝐚𝐩: → Demanding immediate leads → Questioning every expense → Cutting budgets when results aren't instant This short-sightedness is killing your growth before it starts. 𝐀 𝐂𝐥𝐞𝐚𝐫 𝐆𝐓𝐌 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐇𝐞𝐥𝐩𝐬 𝐘𝐨𝐮: - Set realistic timelines for results - Measure the right metrics at the right time - Understand the 'why' behind each marketing activity Without it, you're judging a marathon runner's performance after the first mile. 𝐇𝐞𝐫𝐞'𝐬 𝐲𝐨𝐮𝐫 𝐆𝐓𝐌 𝐜𝐥𝐚𝐫𝐢𝐭𝐲 𝐜𝐡𝐞𝐜𝐤𝐥𝐢𝐬𝐭: 1. Define your ideal customer profile 2. Map your entire customer journey 3. Align marketing activities with each journey stage 4. Set both short-term and long-term KPIs 5. Establish regular strategy review sessions Are you struggling to craft a GTM strategy that aligns with your team and vision? Let's talk ---- ❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬. ♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤. 🔔 Follow me for more helpful and entertaining videos to improve your go-to-market approach. 🤟

A good example of how we make in the world. Please, please watch the video. This is what we do everyday to make a living. There are 2 folds among many that I pay attention: (1) Quality of production (2) Market Strategy. Must have a clear idea for both of them to succeed.

Yes, Marketing is a complex issue..

B2B marketing is often misunderstood by stakeholders who may overlook the complexities involved in tasks. This video perfectly captures the layers involved to reach an end goal. It’s a bit long, but anything that’s delivered magically ‘overnight’ is likely going to crumble. Grab a cuppa and have a watch, it’s a good reminder of what B2B marketing truly entails. #B2BMarketing #MarketingStrategy #StakeholderEngagement #BrandBuilding #StepUp #RelationshipManagement #CustomerJourney #Collaboration

In the realm of B2B marketing, standing out isn't just desirable; it's essential. Many businesses struggle to connect with their target audience, leading to missed opportunities. If your marketing strategy feels stagnant, it might be time for a shake-up. Start by defining your unique value proposition. What sets your service apart in a crowded market? Next, focus on creating personalized content that speaks directly to the pain points of your ideal customers. This isn’t just about informative blogs; consider videos, case studies, or even interactive webinars. Utilizing the right channels is equally crucial. LinkedIn is a fantastic avenue for B2B brands to engage with professionals and decision-makers. Share insightful posts and interact with your audience to build relationships. By employing these strategies, your brand can significantly enhance its visibility and trustworthiness, ultimately leading to more meaningful connections and increased revenue. I'd love to hear your thoughts! What strategies have worked best for you in B2B marketing? Share your experiences or tips in the comments. https://lnkd.in/eq_3MEqh

B2B Marketing Needs a Plan too 🤸♀️ Bouncing between marketing tactics without a clear direction is a recipe for disaster. You confuse your audience and waste your own time. Here's how to avoid the chaos: 🤾♂️ The Pitfall: Inconsistent messaging, chasing fads, and forgetting to analyze results all stem from a lack of direction. This frustrates your team ("what are we doing?") and leaves your audience unsure of what you offer. 🤾♂️ The Fix: Get a structured plan. Define your ideal customer, your unique value proposition, and how you'll communicate it. Then, build a system to consistently deliver your message across all channels. Repetition builds trust and positions you as the go-to solution. 🤾♂️ Bonus: Remember, your messaging isn't just words on a slide. It's everything your audience sees and hears: website copy, ads, social media. Consistency across these touchpoints is key. 🤾♂️ Outcome: A clear direction builds trust, attracts leads, and drives results. Pierre Herubel has created this wonderful illustration of what clear direction should look like.

The main goal of B2B marketing is to create beneficial relationships, generate more leads and drive sales between businesses. The first question a B2B marketing strategist should ask is: Is my B2B marketing approach boring? Let’s answer this question by looking at 5 probable questions that scream a boring approach. 1. Is your content too technical for your audience? Effective B2B marketing involves use of simple and easy to understand language. We understand that you are selling to fellow industry experts who might understand the industry jargon, but using more relatable and accessible information is a way to win many audiences. 2. Are you using the same platforms over and over? If your marketing efforts are directed towards one channel, then it’s time to up your game. You need to use different platforms to generate effective leads all over. Your audiences have their most preferred social media platform. 3. Are you simply following competitors? While it is a good idea to look at what your competitors are doing, it is a bad idea to copy their strategies without a unique twist, this could create a sense of monotony. You should therefore stand out by identifying what makes your brand unique and leverage that into your marketing efforts. 4. Is your content overly formal and lacks personality? While a great percentage believe B2B marketing strategies to be overly professional, that does not mean that it should lack a sense of human touch. Make sure you create a relatable brand story that can make your brand more engaging. 5. Are you ignoring your customer’s feedback? Every coin has two sides, and in this case your B2B marketing strategy has two sides, one is to pass the message and the other one is to receive responses. If you're not actively seeking and incorporating customer feedback into your strategy, you might be missing opportunities for improvement. Addressing customer concerns and adapting based on feedback can breathe new life into your approach. What have I left out? let me know in the comment section.

BY FAR the most common B2B marketing challenge I see is.... alignment. 📣 It's not a particular channel approach. 💸 It's not an increase in overall marketing spend. 🙋🏼♀️ It's not a sexy new ICP. 🪄 It's not some creative, never-before-seen tactic. 🖥️ It's not a particular tech stack. Nope. It's just the difficult, long-term, continuous work of making sure that every part of your marketing motion aligns with: - Other marketing campaigns you're running - Sales team pitches and how they qualify leads - Your product or service mix (+ new features or approaches that you're developing) - Overall business strategy (priority market segments, business model, revenue goals, growth rate, resource allocation) - Partnerships, vendor relationships, and collaborations - Internal and external communications - Customer experiences, requests, and support requests - Other public-facing efforts from your company and its representatives (social posts, private networking and conversations, events, internal conversations, referrals and recommendations, etc.) Think of running your marketing department as conducting an orchestra. You're playing a beautiful symphony for the public to attract customers, investors, partners, and employees. And those audiences hear your brand as one piece, but that music is created from different people playing different notes on their respective instruments. When everyone knows their role, when to play, and what notes to play - the symphony sounds good. But when your violins are playing a product-led motion, your trumpets are running demand generation on startups, and your drums are beating to an enterprise ABM campaign..... your orchestra will sound like an incoherent, jumbled, and abrasive mess. You don't need more. Figure out how to orchestrate (see what I did there?) the efforts you already have.

A lot of B2B marketing leans heavily into the idea of “more”, but it’s a surprisingly weak motivator, for a couple of reasons. Scroll through a typical B2B website and you hear all the claims of the things you’ll gain from choosing that solution. Sometimes it’s capabilities, sometimes it’s outcomes, but it’s usually more. The problem is that more doesn’t trigger the kinds of emotional responses we might think, at least not with B2B software. The first reason for this is the basic concept of loss aversion. You’ve no doubt heard the example it’s more painful to lose $20 than it is to gain $20, and this idea extends deeply into marketing. Whether it’s more leads, more emails, more ROI, more pipeline, or more customers - more is a luxury, and luxuries don’t usually align with problems needing solving. But, fixing the issues that are causing you to lose those things triggers a different emotion, and is much more likely to connect to a problem your buyers are acutely aware of and trying to solve. It’s not so much about buyers wanting more of something than it is not having enough of it. The other reason that more isn’t effective is simply because everyone else is promising more as well. We become desensitized to the claim. When you anchor around a 10x ROI, it’s not hard to find some someone claiming 11x ROI within a few clicks. There’s also a certain redundancy to a “more” claim, because if it didn’t get you more of something it wouldn’t exist. And, ironically, if you promise a very big amount of more then it triggers suspicion. Now, of course you have to show the more as part of the sales process, but it’s often not what creates the emotional connection in marketing. More is usually the solution, but not enough is where the problem lies.