Who should we B2Believe?

B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.  I like to share provocative, intelligent, and original POVs that challenge conventional wisdom and create a conversation.

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 Our job as marketers is difficult enough.

 We are tasked to do more with less, and everyone in our organisation seems to have an opinion on our work. I don’t see anyone telling the I.T. guy what to do!

 But our ever more challenging job is getting increasingly difficult by the influx of content.

 We all have an opinion on what good looks like and apply it to our blinkered view of the world and job.

 We listen to colleagues, line managers, influencers, subject matter experts, the list goes on.

 What makes a good marketer a great one, is understanding those different perspectives, how to apply them, and having the ability to evolve your opinions and beliefs and even to unlearn others.

 Here’s a perfect example of Mark Ritson, taking swipes, albeit very respectful ones, at marketing greats like Bryon Sharp. This is a great video if you have 14 minutes spare to watch. Ritson is brilliantly entertaining as he is educational, talking about defending differentiation.  

 What I love about LinkedIn is that over the last 12-18 months or so, more people are getting confident about sharing their opinions, so the comments section is becoming as valuable, if not more, as this post reflects. This is a great example of a useful opinion discussing ABM vs Demand Gen, but the comments are 10x the value. 

 Now and again, you get an opinion or individual who is really challenging conventional or current wisdom. Maybe a slang phrase that is the flavour of the month. Dale W Harrison likes to call BS on such flavours. Here is an example of somewhat challenging the status quo, typically coined by SaaS marketers. Demand Gen.

 There is a melting pot of POVs that include traditional foundational thinking that applies to modern-day thinking, one that is challenged in some quarters by SaaS and performance marketers. It all makes for a great debate.

 One chap who does this brilliantly, at conveying foundational thinking with modern-day marketing practices is Liam Moroney.  Revenue marketing vs brand marketing is one of the latest developments in the marketing debate. A great post here, with brilliant, smart POVS in the comments. 

 Our job is to take every POV, with somewhat a pinch of himalayan pink salt, and understand how to take the context, and thinking and apply it to our role, agenda and goals, and take action on such thinking. 

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Conversations and articles I like

Is your multi-touch attribution data lying to you?

Are B2B marketers losing their empathy?

How to do brand awareness trackers

Overcoming risk aversion in B2B

Hiring a new marketing agency isn’t going to fix your GTM problem.

The CMO of Cognism, built a demand gen and ABM program that scaled Cognism from $55m to $80m+ ARR

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