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The Marketing Mix: Thought-starters for B2B Business Leaders
As the Founder or CEO of a start-up or small business, you know you need to take marketing seriously. But do you know how to get started?
The Marketing Mix is your guide to positioning, content marketing, demand generation, and sales enablement for growing B2B companies. We dig into the details by interviewing marketing specialists; by talking to leaders who’ve faced the same issues as you, in their company; and by taking deep dives into specific marketing topics.
Whether you’re interested in reaching a wider audience, picking the right channels, or building a marketing team, The Marketing Mix is in your corner.
Your host is Steve Cummins, who has built and run marketing teams at a number of tech companies, from Fortune 500 to fast-growth start-ups, and been part of several acquisitions along the way. As Principal and Chief Marketer at Solent Strategies, Steve now helps tech companies who are ready to punch above their weight.
The Marketing Mix: Thought-starters for B2B Business Leaders
The Story So Far: [Season 1 Recap] What have we learned in the first season of The Marketing Mix?
Search Engine Optimization; Demand Generation; and Content Marketing.
Most of the conversations in this first season of the podcast have delved into one (or more) of these three key areas of marketing.
In this final episode of Season 1, Steve selects a sound bite or two from each of his interviews, to remind everyone how smart his guests are! And to zero in on the #1 takeaway from each episode. He recaps his discussions with marketing practitioners, business owners, and an author. And he looks forward to 2024...and Season 2 of the podcast.
Clips from previous episodes include interviews with Charley Karpiuk, Katie Kingsberry, Gia Laudi, Joan McGeough, Steffen Hedebrandt, Jesse Park, and Nikki Fabrizio. And they highlight discussions around how AI will impact SEO; how to run a better Google Ads campaign; asking your customers why they need your product; what a branding project looks like; why attribution matters; and how to maximize your investment in content marketing.
Some of the key areas the guests talk about:
- Generative AI should not be used as a content generation tool for SEO, as it can be easily detected by search engines and deprioritized.
- Relevancy is crucial in Google Ads campaigns, with an unbroken line of relevancy between search terms, ad copy, and landing pages leading to successful campaigns.
- Messaging should be based on customer insights and experiences, rather than assumptions made by founders or marketers.
- Branding encompasses every experience that an audience has with a company, including visual, auditory, and emotional aspects.
- Customer stories can be found by working closely with sales teams, leveraging online reviews, and conducting interviews to gather authentic and engaging content.
- Marketing attribution should focus on making smart decisions by identifying activities that are wasteful and those that yield positive results.
