B2B Excellence - The 5 principles of growth in B2B marketing
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.
We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.
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This week's sponsor is dofollow.com.
The link-building experts helping B2B SaaS brands build high-quality links to Hubspot, BigCommerce, and 100s of other 80-90DR sites.
The 5 principles of growth in B2B marketing
With the likes of LinkedIn alumni of Peter Weinberg and Jon Lombardo, in partnership with h Les Binet and Peter Field, it's enough of a lineup to take notice.
“This report will examine whether some of the principal rules for B2C effectiveness do apply to B2B”
There is so much to unpack in these 38-page slides, but a few high-level insights to whet your appetite.
The Death Of The Follower - The Next Era Of Content Creation
The reliance on rented platforms and being held to the whims of social platform algorithms will keep influencers and content creators up at night.
Emerging platforms are happy to lean into content creators and influencers to help build user-generated content and attract eyeballs, but there will come a point of maturity in every social media outlet, where the algorithm changes, organic reach drops out, and influencers are left with more reach losses than my beloved Man United.
To stand out, and maintain your presence, the role of originality and creating better content has never been more important.
“Ultimately, we found that the best content consists of three things:
(a) Insightful substance
(b) An interesting format
(c) An entertaining concept”
I consume A LOT of LinkedIn and B2B content, and I find myself gravitating towards folks who have exactly the above.
I love original, provocative and interesting ideas.
I love simple, well-polished formats.
Entertainment for me is contrarian views and debates in LinkedIn comments.
The point is, creating content is so easy now, that the bar has been raised to get cut-through.
Our LinkedIn feeds are awash with copy-and-paste themes, the same visuals, and the same POV, to stand out you need to carve your path.
The Rise of CTV in B2B
“Should your brand take a closer look at LinkedIn CTV, Google TV Ads and other Connected TV platforms?”
The penny is officially dropping.
Recommended by LinkedIn
B2C marketing is B2B marketing.
I’m seeing the trends with how to use emotion in ads, the rise of influencers, brand vs performance splits, and now TV.
This was followed by “the most impressive media research ever seen” according to System1’s Andrew Tindall.
With my current employer at the heart of the research, shoutout to Wavemaker.
This research, which consists of 1.8 billion dollars of spend across multiple brands, agencies, categories and channels, provides a comprehensive view of effectiveness.
There is no B2B call out, but as referenced above, the lines ARE very much blurred between the opposing business and consumer firms.
I have “saved this for later” because 25 minutes wasn’t enough to digest all the amazing insight and content.
A MUST READ.
Sponsored content:
With SEO going through a major upheaval right now, B2B marketers are turning to reliable tactics like link building.
4 out of 5 SEO experts believe links will still be a ranking factor in 10 years time, according to AuthorityHacker’s latest survey.
But what does quality link building look like in 2024?
In this interview/how-to guide, Sara Stella Lattanzio chats with link building experts Eric Carrell and Sebastian Schäffer from dofollow.com
Conversations, posts or articles I liked this week
B2C Inspiration
Tools & Services of the week
dofollow.com. The link-building experts helping B2B SaaS brands build high-quality links to Hubspot, BigCommerce, and 100s of other 80-90DR sites.
Events & Podcasts of the week
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