The Future of B2B Growth & Why It Should Matter To You

WEBVTT 1 00:00:01.640 --> 00:00:05.480 Hello and welcome back to another episode of BTB Growth. My name's Dan 2 00:00:05.480 --> 00:00:09.880 Sanchez, and it's just me today and I want to talk to you about the future of 3 00:00:09.880 --> 00:00:14.790 this podcast because guess what? It's 2021. Sweet fish just hit its sixth 4 00:00:14.790 --> 00:00:21.340 birthday, and we are nearing 2000 episodes. Oh, my goodness. That is a 5 00:00:21.340 --> 00:00:26.230 lot of content we've been working on for the last 56 years of this company. 6 00:00:26.240 --> 00:00:28.660 And you know what? Every once in a while, you need to take a step back. 7 00:00:28.660 --> 00:00:32.940 We're big fans of producing lots of content, but you still have to step 8 00:00:32.940 --> 00:00:36.470 back and think, What, what are small steps we could be taking to make that 9 00:00:36.470 --> 00:00:42.310 content better? We asked ourselves, Ah, lot that question a lot in December and 10 00:00:42.310 --> 00:00:46.230 have been reviewing some new material on thoughts around podcasting. 11 00:00:46.230 --> 00:00:51.310 Especially, um, we went through a course from J. A. Kenzo around premise 12 00:00:51.310 --> 00:00:56.940 design and kind of giving things an angle. So with 2021 now here, we wanted 13 00:00:56.940 --> 00:01:03.350 to launch into a new format for B two B growth. So first, let me give you some 14 00:01:03.350 --> 00:01:09.690 background on even just my story. Um, I wasn't a B two b market er until eight 15 00:01:09.690 --> 00:01:15.210 months ago, I was starting to work with Fish Media. And besides a few stints at 16 00:01:15.220 --> 00:01:19.900 other agencies where we're doing some B two b work, most of my stuff has been B 17 00:01:19.900 --> 00:01:24.100 two C. I've worked in a lot of different places doing ad campaigns for 18 00:01:24.100 --> 00:01:29.690 dentists, um, working for Higher Red Nonprofit and a couple other, like B 19 00:01:29.690 --> 00:01:34.120 two C formats, coffee shops like all kinds of things. And through it all, I 20 00:01:34.120 --> 00:01:38.980 was always aggressive at learning and worked my way to becoming I don't know. 21 00:01:38.980 --> 00:01:42.820 Some people would call it a full stack quote unquote digital marketer, where I 22 00:01:42.820 --> 00:01:47.230 had learned how to really use successfully almost every channel out 23 00:01:47.230 --> 00:01:51.160 there with podcast and kind of be the last one I've added to my list recently. 24 00:01:51.940 --> 00:01:56.790 Um, everything from digital ads, Google, Facebook, organic Facebook, organic 25 00:01:56.790 --> 00:02:02.240 social, LinkedIn, um, email, marketing, automation. I can design and build 26 00:02:02.240 --> 00:02:05.610 websites, and I'm not saying like this stuff to brag. But when I got to the B 27 00:02:05.610 --> 00:02:08.710 two b space, I was feeling pretty confident until I started discovering 28 00:02:08.710 --> 00:02:13.240 more and more from, uh what? Listening to the show and producing episodes for 29 00:02:13.240 --> 00:02:17.120 the show and just hanging out with people like James Carberry and Logan 30 00:02:17.120 --> 00:02:20.530 Lyles. I discovered I'm like, Oh my gosh, I have a lot to learn about B two 31 00:02:20.530 --> 00:02:24.510 b marketing It is a different world, and some things I've learned about this 32 00:02:24.510 --> 00:02:27.160 world have made me excited because I actually kind of feel that b two b 33 00:02:27.160 --> 00:02:31.790 marketing easier than some of the other ones. Not that it's easy, but you know 34 00:02:31.790 --> 00:02:34.390 what I mean? Like in my opinion, there's that's probably a whole another 35 00:02:34.390 --> 00:02:39.690 show of why. Why? There's advantages to B two b marketing over B to C. But, um, 36 00:02:39.690 --> 00:02:43.590 there's still so much to learn. There's so much to fill in with all the 37 00:02:43.590 --> 00:02:47.800 different strategies and tactics that are just different for B two B. So in 38 00:02:47.810 --> 00:02:52.470 this year, we wanted to put Make three major changes to this show, and the 39 00:02:52.470 --> 00:02:58.000 bigger overall arching angle is that I am on my own journey toe. Learn what it 40 00:02:58.000 --> 00:03:01.870 means to be a B two B marketer, and I want you to join me in that journey. If 41 00:03:01.870 --> 00:03:05.450 you're new to B two b marketing or you've been in B two b for a while, but 42 00:03:05.450 --> 00:03:09.790 never felt like you had mastered all the different strategies and tactics 43 00:03:09.790 --> 00:03:13.020 that going to be to be joined me this year. This is what we're going to be 44 00:03:13.020 --> 00:03:18.540 doing in 2021 to really hone the craft of B two B marketing. So there's really 45 00:03:18.540 --> 00:03:25.340 three different focuses for this year. One is doing a bi monthly deep dive. I 46 00:03:25.350 --> 00:03:27.980 don't know if you've noticed, but this show is pretty sporadic. We're kind of 47 00:03:27.980 --> 00:03:32.020 putting out content about all kinds of things all the time, and there's really 48 00:03:32.020 --> 00:03:35.500 no rhyme and reason toe like things that come out. We'll do like little 49 00:03:35.500 --> 00:03:39.460 Siri's here and there, and we've tried like having categories going out. But 50 00:03:39.540 --> 00:03:42.830 we recently stopped doing that, and it's just it's just sporadic. So I 51 00:03:42.830 --> 00:03:46.530 think every other month we're going to do a deep dive about 30 episodes into 52 00:03:46.530 --> 00:03:50.150 one specific topic, and we're going to start that each topic off with the 53 00:03:50.150 --> 00:03:55.630 question. We're trying to answer about that topic as an example. The first 54 00:03:55.630 --> 00:04:00.270 topic we're going to be jumping into in the month of February is account based 55 00:04:00.280 --> 00:04:05.060 marketing A B M. Uh, it's one of the big topics that air new to me as far as 56 00:04:05.060 --> 00:04:08.430 B two b marketing goes. And honestly, I find it to be a fascinating strategy 57 00:04:08.430 --> 00:04:12.510 that didn't play out well in B two C. Like this was This is specifically a B 58 00:04:12.510 --> 00:04:16.290 two b thing, Um, and there's a lot of nuances to it. As I started to dig into 59 00:04:16.290 --> 00:04:20.860 the material, I've read a few books on it, but I still have so much to learn. 60 00:04:20.870 --> 00:04:24.030 So we're gonna be doing a deep dive. I'm gonna be doing multiple case 61 00:04:24.030 --> 00:04:28.780 studies, a couple of panels, some solo episodes to share, um, learnings that 62 00:04:28.780 --> 00:04:32.180 I'm having along the way, we're gonna be interviewing some thought leaders in 63 00:04:32.180 --> 00:04:37.510 the space and then reviewing some resource is, um uh, that I'm reviewing 64 00:04:37.510 --> 00:04:40.850 and going through some books, some courses, different things that will 65 00:04:40.850 --> 00:04:44.550 help you along your way in your own journey and mastering a B M, or at 66 00:04:44.550 --> 00:04:48.550 least doing a deep dive into it. So you feel pretty confident of material. In 67 00:04:48.550 --> 00:04:52.240 fact, since I'm launching this early, if you feel like you have a good case 68 00:04:52.240 --> 00:04:57.270 study or you are like a vendor that serves kind of the A B m category or 69 00:04:57.270 --> 00:05:00.600 you are a thought leader in this space and would like to be featured as part 70 00:05:00.600 --> 00:05:06.190 of that 30 episode Deep Dive. Please message me at Lincoln dot com slash i n 71 00:05:06.200 --> 00:05:09.880 slash digital marketing. Dan Lincoln is the best place to find me. Shoot me. A 72 00:05:09.880 --> 00:05:12.410 message should be like, Hey, I heard your episode, Dan. I would love to be 73 00:05:12.410 --> 00:05:16.430 featured. Here's why. I would like to be featured as a case study or as a 74 00:05:16.430 --> 00:05:21.070 thought leader or as whatever it is, Um, I will say I have mawr openings for 75 00:05:21.070 --> 00:05:24.050 case studies that I do thought leaders. I'm only doing four thought leaders and 76 00:05:24.050 --> 00:05:27.080 I kind of have in my head like what most of those are gonna be. But if you 77 00:05:27.080 --> 00:05:30.350 have a case study, especially if you are an in house marketer and you 78 00:05:30.350 --> 00:05:35.740 executed a brilliant A B M play like in the last couple of years, let me know. 79 00:05:35.750 --> 00:05:43.030 I'll be doing a lot of those so a B M will be our first bi monthly deep dive. 80 00:05:43.040 --> 00:05:45.810 Now that's the first thing we're doing to change kind of the format of the 81 00:05:45.810 --> 00:05:49.590 show. The second thing we're doing is kind of given a breather in between. We 82 00:05:49.590 --> 00:05:52.870 don't wanna be doing deep dive after deep dive. We still need some room to 83 00:05:52.870 --> 00:05:56.380 cover new things as they come up, but don't deserve a whole deep dive yet, 84 00:05:56.390 --> 00:06:01.780 and to kind of give room for all the all the stuff that doesn't fit in just 85 00:06:01.780 --> 00:06:06.290 one particular niche category at a time. And those air best and kind of honestly, 86 00:06:06.300 --> 00:06:09.690 if I'm honest kind of gives me a break because doing a deep dive is gonna be a 87 00:06:09.690 --> 00:06:13.200 lot more intense and it's just gonna take a lot more time. And I need some 88 00:06:13.200 --> 00:06:17.630 wiggle room in between those months and allow for time to break new topics in 89 00:06:17.630 --> 00:06:22.400 orderto have special guests on, um, as they become available. So every other 90 00:06:22.400 --> 00:06:27.710 month, we're gonna be doing, like, have a little broader of of a Siri's. I 91 00:06:27.710 --> 00:06:30.230 guess you could say so. That's the second thing we're gonna be doing. 92 00:06:30.230 --> 00:06:34.090 We're gonna be doing one deep dives to go broad every other month and then 93 00:06:34.090 --> 00:06:36.670 three. We're really gonna be mixing it up with a newsletter. And we've been 94 00:06:36.670 --> 00:06:41.200 talking about this for a couple of episodes now, But James is doing a 95 00:06:41.200 --> 00:06:45.470 weekly newsletter that provides a few different things to try to change up. 96 00:06:45.470 --> 00:06:51.280 How were how were really pushing BTB growth as a show? Um, for what? It kind 97 00:06:51.280 --> 00:06:54.400 of gives us a way to highlight the last week's worth of episodes that have hit. 98 00:06:54.400 --> 00:06:57.710 But that's kind of like Okay, yeah, everybody does that with their podcast 99 00:06:57.710 --> 00:07:00.740 newsletter. Dan, get on with it. Yeah, but we're gonna do that too. It's just 100 00:07:00.740 --> 00:07:04.310 gonna be one little section. The big part of it is there's extra content 101 00:07:04.310 --> 00:07:08.580 from James as he dives deep into B two b marketing and as he's done nearly 102 00:07:08.580 --> 00:07:12.310 1400 episodes of GDP growth Now he's become quite an expert on B two b 103 00:07:12.310 --> 00:07:15.740 marketing and wants to give you his perspective as a CEO of what he's 104 00:07:15.740 --> 00:07:19.370 seeing out there. What he's trying with the team, what he's trying has his as 105 00:07:19.370 --> 00:07:25.010 he is a b two b marketing himself. Um and then even better, he actually reply, 106 00:07:25.010 --> 00:07:28.570 sees and replies toe every single response to that newsletter. And we've 107 00:07:28.570 --> 00:07:31.180 gotten great feedback from people. We've had some fun. Little 108 00:07:31.180 --> 00:07:35.180 conversations that have come our way is a result of the newsletter. And while 109 00:07:35.180 --> 00:07:38.590 you can talk to him on LinkedIn, he's paying a lot of attention to that 110 00:07:38.590 --> 00:07:41.920 newsletter. So we wanna make this show a little bit more interactive. But as 111 00:07:41.920 --> 00:07:46.620 you know, it's kind of hard to make podcasts interactive. Um, in a way 112 00:07:46.620 --> 00:07:50.500 that's really conversational. Yes, you could submit Audio Grams to some shows, 113 00:07:50.500 --> 00:07:54.480 and they'll, like, talk about it. You might be able to call in, but we really 114 00:07:54.480 --> 00:07:57.280 wanna have a conversation with more of you. So if you wanna have that 115 00:07:57.280 --> 00:08:00.960 conversation, you want that extra content. As James and I are, kind of, 116 00:08:00.970 --> 00:08:04.370 um, adding more to the newsletter and giving the best highlights from the 117 00:08:04.370 --> 00:08:09.010 week's worth of episodes. Jump onto that newsletter. You can find it at 118 00:08:09.020 --> 00:08:13.070 Sweet Fish media dot com slash newsletter. Just put in your email. Of 119 00:08:13.070 --> 00:08:17.170 course, you can unsubscribe anytime, as with all newsletters, Um, but give it a 120 00:08:17.170 --> 00:08:21.090 try. See how it goes, respond to it, See what James says. He has a fun way 121 00:08:21.090 --> 00:08:25.780 of keeping it fresh, and he's honestly kind of witty and funny in the way he 122 00:08:25.780 --> 00:08:29.250 writes these things. So I know it makes a lot of brings a smile that a lot of 123 00:08:29.250 --> 00:08:33.909 people every every week. So those are the three major things that we're doing 124 00:08:33.909 --> 00:08:38.380 to keep BTB growth fresh. I can't. I won't promise that will stick to it. 125 00:08:38.380 --> 00:08:42.320 Because, as you know, you gotta be ableto change as you get new feedback 126 00:08:42.320 --> 00:08:45.550 as you try certain things and find out this work. This really worked and you 127 00:08:45.550 --> 00:08:49.320 make modifications. But that is the plan moving forward for this year. And 128 00:08:49.320 --> 00:08:54.380 I am excited to do to go on this journey myself as a new and fresh B two 129 00:08:54.380 --> 00:08:59.050 B marketer. Um, but I'm equally excited to have you join me on the journey to 130 00:08:59.050 --> 00:09:02.480 hear from you in the newsletter to hear from you on LinkedIn. As we go through 131 00:09:02.480 --> 00:09:06.580 this new path, all your feedback is appreciated as we learn how to make 132 00:09:06.580 --> 00:09:10.190 this the best show to help you. Master B two b marketing