Dale Koerner’s Post

Not sure it's a framework exactly, but I'm happy to share it anyway on #frameworkfriday. It's the changing mindset around B2B marketing. This is a set of sketchnotes I did a bit ago. From an Onstrategy Showcase podcast with Fergus and John Hickman from Chiat/Day. 🔑 Key Takeaway One: People have always assumed B2B marketing had to be overly rational and info-driven. That's changing and B2B brands are building emotional connections to audiences the same ways B2C brands do 🔑 Key Takeaway Two: It's harder to sell an idea, approach or narrative in a B2B setting because you need to get buy-in from across a different set of considerations. The idea has to be tight, well-conceived and clearly communicated. 🔑 Key Takeaway Three: B2C is asking people to spend their money. B2B is asking people to spend other people's money. 🔑 Ket Takeaway Four: Google looked at success across its entire ad empire and found that the #1 lever for success was emotion. If you like the notes or want to build on the idea, let me know below. #frameworkfriday #kopiousnotes #findyourunordinarystory

Corrina Owens, GTM Advisor, is not investing directly in traditional sales or marketing-led growth. Instead, she’s using a significant portion of her budget into these revenue-generating areas: - 20% in brand-led growth - 20% in customer-led growth - 20% in community-led growth In her episode of B2B Pipeline Pioneers, Corrina references a recent report from GTM Partners showing that companies cutting their brand budgets are suffering and missing pipeline goals. She firmly believes in the power of brand building, community engagement, and nurturing customer relationships to boost revenue growth. Investing in these areas ensures sustainable growth and strong pipeline health. Don't miss Corrina’s episode for a deep-dive into the future of B2B marketing. TO WATCH 👀 → Click the link in the comments TO LISTEN → Find "B2B Pipeline Pioneers" on Spotify and Apple #b2bsales #brandbuilding #customerengagement #marketingstrategy

Episode two of The Problem with B2B Marketing is live! In this episode, Kevin Sutherland chats with Lucy Ferguson, Content and AI Marketer, and former Head of B2B Content at Google, about the problem with Thought Leadership. Focusing on the common mistakes Lucy has seen over the course of her career across media owner, agency and platform roles, we discuss how and why B2B brands are turning clients and potential customers off with content that's more 'inside-out' than outside in. Lucy shares insights on how to develop the content your customer needs and the huge ROI potential from taking distribution seriously, including a practical view on how AI can make this better (or worse) depending on the approach you choose. Listen to the full episode here: https://bit.ly/3TmW8e4 #b2bpodcast #b2bmarketing #thoughtleadership #TPWB2B

This is definitely worth a listen- it’s a fresh perspective on B2B marketing with some great insights.

Does #B2B advertising suck? Not really. But it could use a creative infusion. Ryan Kutscher, founder of CEO of ad agency Launch Party, joins me in the latest Champions of Growth podcast to explain why (and how). #marketingandadvertising #cmos

Corrina Owens, GTM Advisor, is rethinking how we approach B2B growth by getting back to marketing basics. In her episode of B2B Pipeline Pioneers, Corrina shares why she's not investing directly in traditional sales or marketing-led growth. Instead, she's focusing her budget on key revenue-generating channels: - 20% in brand-led growth - 20% in customer-led growth - 20% in community-led growth Corrina believes that brand is essential. A recent report from GTM Partners highlighted that companies cutting their brand budgets are suffering and missing their pipeline goals. She exemplified that customers are the fastest driver for accelerating revenue pipeline. By embedding them in the community with prospects, companies can create a more authentic buying experience. This approach not only builds trust but also accelerates pipeline growth. Looking ahead, Corrina sees a shift towards using customer advocates and internal content creators rather than relying solely on “unicorn” sales reps. Her focus is on setting clear value propositions, sales expectations, and understanding customer needs to boost revenue growth. Don't miss Corrina's episode 🚨 TO WATCH 👀 → Click the link in the comments TO LISTEN → Find "B2B Pipeline Pioneers" on Spotify and Apple #b2bsales #brandbuilding #customerengagement #marketingstrategy

Does every B2B company need to become a media company? No, because becoming a media company shouldn’t be your end goal. Your end goal should be to earn mind share - in the eyes of your target customers - so you can win market share. You’ll get a whole lot more budget from your CFO when your content goals focus on actual business outcomes as the north star. The first episode of The Proof Point is out today with three big names in the B2B content game: Devin Reed, Morgan J Ingram, and Anthony Kennada. We went deep on this trendy topic plus a whole lot more about the state of content in 2024. And when I say a whole lot more: Devin kicked us off on his soapbox (I almost had to ask him to come down) and we somehow managed to get a rizz reference that tied to B2B content. We banked a bunch of episodes for The Proof Point - with big names, actual hot takes, and better conversations. Plenty more content like this coming to you real soon 👀

On The Content Cocktail Hour with Jonathan Gandolf I had the pleasure of chatting about how we doubled Exclaimer’s ARR over the past couple of years by mastering the balancing act between brand and demand. We dive into the rebranding journey, the power of trust-building content, and how to turn emotional connections into real buyer confidence. Some juicy takeaways: 🧃 Why content isn’t just a filler—it’s the fuel for both brand AND demand 🧃 How trust and emotional connections unlock buyer confidence 🧃 Insider tips on using insights, events, and community to elevate your strategy And a learning for me I need to sit on my hands when I talk on podcasts! 😁 If you're a B2B marketer, what’s been your biggest challenge in balancing brand and demand? Let’s hear it! 👇 #marketing #B2B #branding #demandgeneration

Why does so much B2B content feel… lifeless? Despite mountains of evidence that bold, brave content drives better engagement, the B2B space remains stuck in a loop of bland, overly cautious storytelling. It’s time to break the cycle. In our latest episode of Growth Driver, we sit down with James Carbary, founder of Sweetfish Media and host of B2B Growth, for a candid conversation about what’s holding B2B marketers back—and how to fix it. Tune in to learn how to create memorable and impactful content that actually connects. #B2Bmarketing #ContentMarketing #DarkSocial #GrowthDriver

What's it like in B2B marketing right now? Your host Ashley McGovern talks about it on the Marketing Deconstructed podcast with Ali Schwanke. They chat about the current landscape of B2B marketing, explore content strategies that's worked and the interplay between marketing and sales. Tune in: https://lnkd.in/gfRizdMY 🎧