Enabling Your Go-To-Market Teams to Be the Face of Your Campaigns
Webinar Recording
Presentation Slides
Overview
In the second installment of our three-part webinar series, we explore how organizations can adopt a people-first approach to their marketing campaigns by empowering their go-to-market (GTM) teams. Hosted by Nick Bennett, co-founder at TACK, and featuring marketing experts Shannon Curran and Hana Na, this session delves into strategies for identifying internal influencers, building differentiated perspectives, and effectively centering your offers around your team and customers.
Agenda
- Identifying Internal Influencers in Your Organization
- Building Differentiated Perspectives
- Activating Customers Where They Are
- Learning from B2C Successes
- Amplifying Events with Digital Marketing
In-Depth Insights
1. Identifying Internal Influencers in Your Organization
Shannon kicked off the session by emphasizing the importance of leveraging the people within your organization who can amplify your brand message. She outlined four key groups to focus on:
- Founders: Often have the most differentiated opinion on why the company exists and can provide unique insights.
- CEOs: Even if they're not the founder, they should possess a strong vision and connection to customers.
- Subject Matter Experts (SMEs): Individuals with deep expertise on the problems your company solves.
- External Influencers: People outside your organization who have influence over your target audience.
Key Takeaways:
- Differentiated Perspective Over Charisma: It's more important for representatives to have a unique viewpoint than to be charismatic.
- Asking the Right Questions: To extract these perspectives, ask questions like:
- What is something everyone in your industry believes that you do not?
- What motivates you to keep doing this job?
- What made you take the leap to start this company?
- What do you discuss with almost every customer?
2. Building Differentiated Perspectives
Shannon introduced the concept of creating a "watering hole map" to identify where your customers gather and which channels to use to reach them effectively.
Strategies:
- Mapping Customer Gatherings: Identify the communities, social platforms, and events where your customers are active.
- Channel Selection: Choose platforms based on where your customers spend time, not just what's popular in B2B marketing.
- For example, LinkedIn may not be effective for all industries.
- Event Participation: Engage in both third-party and hosted events to meet customers where they are.
Outcome:
- A tailored approach that ensures your message reaches your audience through the most effective channels.
3. Activating Customers Where They Are
Nick shared insights on how B2B companies can learn from B2C strategies, particularly in event marketing.
Key Differentiators Between B2C and B2B Events:
- Audience Engagement:
- B2C: Focus on creating memorable, emotional experiences.
- B2B: Emphasize networking, knowledge sharing, and building long-term relationships.
- Tone and Content:
- B2C: Playful, creative, and storytelling-driven.
- B2B: Data-driven, serious, and focused on providing value.
- Objectives:
- B2C: Boost brand awareness and drive immediate sales.
- B2B: Build trust, establish the brand as an industry leader, and nurture partnerships.
B2C Examples and How They Translate to B2B:
- L'Oreal's Protégé Program:
- B2B Application: Create exclusive VIP experiences like Customer Advisory Boards or user conferences that offer real influence into your company's roadmap.
- Athletic Greens' Mobile Pop-Ups:
- B2B Application: Opt for mobile activations over traditional trade show booths. Consider experiential marketing like coffee trucks or interactive installations.
- Nike's Pop-Up Bodega:
- B2B Application: Host pop-up events or venue takeovers that provide immersive experiences tied to your industry.
Benefits:
- Stand out from competitors by offering unique and memorable experiences.
- Foster deeper connections with customers and prospects.
4. Learning from B2C Successes
Nick highlighted how B2C companies excel in creating engaging and immersive experiences and how B2B marketers can adopt similar tactics.
Key Points:
- Embrace Creativity: Don't be afraid to be bold and innovative in your marketing efforts.
- Customer-Centric Approach: Focus on delivering value and memorable experiences to your customers.
- Leverage Storytelling: Use narratives that resonate emotionally with your audience.
Examples of B2C Tactics for B2B:
- Experiential Marketing: Create events that allow customers to experience your product or service in a real-world setting.
- Influencer Partnerships: Collaborate with industry influencers to expand your reach.
- Interactive Content: Use gamification or interactive elements to engage your audience.
5. Amplifying Events with Digital Marketing
Hana discussed how paid digital channels can extend the reach and impact of your events and broader marketing initiatives.
Strategies:
- Driving Event Registrations:
- Utilize paid ads on Google, LinkedIn, and Facebook to boost sign-ups.
- Highlight keynote speakers, exclusive content, and offer early bird discounts.
- Extending Post-Event Engagement:
- Use retargeting to keep the conversation going with attendees.
- Share event recordings, slides, and exclusive follow-up content.
- Repurposing Content:
- Turn event materials into gated or ungated content to attract new leads.
- Create short video clips or pull quotes for social media promotion.
- Targeting High-Intent Audiences:
- Use attendee data to personalize ads and nurture leads who have shown interest.
- Focus on guiding them towards the next step in the buyer's journey.
Making B2B Ads Work Harder:
- Quality Over Quantity:
- High-quality ads improve visibility and lower costs due to better engagement.
- Platforms prioritize ads that offer value to users.
- Humanizing the Brand:
- Use B2C elements to make your ads more relatable.
- Incorporate humor, storytelling, and visual appeal.
- Customer-Centric Content:
- Address your buyer's pain points directly.
- Ensure your messaging resonates on a personal level.
Effective B2B Ad Examples:
- Slack:
- Fun, playful ads that highlight benefits like fewer meetings and less email.
- Gusto:
- Visuals that directly address pain points with a touch of humor.
- Coda:
- Witty messaging that tackles common frustrations with spreadsheets.
Benefits:
- Improved Engagement: Relatable and engaging ads capture attention.
- Cost Efficiency: High-quality ads lead to better performance metrics and lower costs.
- Stronger Brand Connection: Humanized content fosters a deeper connection with your audience.
Speakers
Nick Bennett
Co-founder at TACK
With over 13 years of experience in B2B marketing, Nick specializes in field marketing, event marketing, ABM, and customer marketing. At TACK, he focuses on helping organizations adopt a people-first approach to marketing and go-to-market strategies.
LinkedIn Profile | Twitter Handle
Shannon Curran
Fractional CMO and Advisor
Shannon works with early-stage companies to drive growth through brand development. She specializes in messaging, positioning, founder branding, and go-to-market strategies. With nearly a decade in SaaS B2B and a background in nonprofit healthcare, she brings a wealth of experience to her clients.
Hanna Na
Performance-Based Digital Marketer
Hanna helps B2B brands scale and acquire new customers through paid channels like Google, LinkedIn, and Facebook. She has worked with Series A startups to enterprises, focusing on driving leads and awareness through strategic digital marketing initiatives.
Steph
Founder at The Event Critic
Note: Steph was scheduled to join but was unable to attend due to unforeseen circumstances.
Join Us for Part Three!
Don't miss the final part of our webinar series on Fueling Your Campaigns to Keep Performing, featuring Melissa, Maria, and Mark. If you're registered for this series, you'll receive all the details and recordings. If you have any questions or need assistance, feel free to contact us.
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