Episode 21: Winning Strategies in B2B Marketing

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber interviews Scott Stockwell, an experienced B2B marketer and consultant with a unique background in retail, management consulting, and brand management. Scott is also the chair of the B2B Council for the Data and Marketing Association and an advocate for a B2B marketing community in the UK called Propolis.

In this conversation with Scott Stockwell, he shares his experience of using tone analyzer and personality insights to identify common themes in gold award-winning entries across 32 categories. They found that an analytical tone and a sense of joy were important in the winning entries, while openness and emotional range (particularly with low harmony) were the key personality traits associated with them. They also discuss a digital fan experience that won one of Joel's B2B Marketing Gold and Grand Prix Awards and the benefits of using design thinking to create sprints to drive engagement and collaboration in an online B2B marketing community.

Steve and Scott both emphasize the importance of co-creation and collaboration in solving problems and finding solutions, and the value of diverse perspectives in the process. The key takeaway is that the shared experience and wisdom from attendees can provide valuable insights to improve marketing strategies.

Key takeaways:

• AI can be used to analyze and predict award-winning entries in B2B marketing by identifying common themes and key personality traits associated with winning entries.
• Design thinking can be a powerful tool in B2B marketing to drive engagement, collaboration, and co-creation among stakeholders.
• Diverse perspectives and shared experiences can provide valuable insights to improve marketing strategies, as demonstrated by the Lego Serious Play technique.
• In creating a digital fan experience that won a B2B Marketing Gold and Grand Prix Award, using design thinking techniques and a visible leaderboard incentivized external engagement and sharing of content.
• A focus on tone and joy in winning entries, as well as a shift from a self-centric approach to a customer-centric approach, can help drive success in B2B marketing.

Connect with Scott and Steve on LinkedIn.