Hey there!

Nick Bennett here, Co-Founder of TACK and advocate for People-first B2B marketing. If you joined our latest session, you know we explored a game-changing approach: making your marketing team the authentic face of your B2B campaigns. From activating internal voices to creating memorable events and smarter digital ads, here’s a recap of tangible steps you can immediately implement.

Did you miss the webinar? Catch it here, along with the slides to go with it.

The final webinar in this three-part series will kick off tomorrow. Strengthen your brand identity, craft resonating stories, and discover innovative ways to partner with customers for sustained success to ensure your campaigns maintain momentum throughout 2025.

Sign up if you want the recording, even if you can’t make it.

Turn Team Members into Brand Influencers

Your internal voices—founders, SMEs, and even some customers—are invaluable for adding credibility and relatability to your campaigns. As Shannon mentioned, every organization has goldmine storytellers; the key is knowing who they are and how to amplify their voices effectively.

How to Get Started:

• Identify Key Influencers: Host a brief Q&A with your founder, CEO, or knowledgeable team members. Ask insightful questions like “What industry myth would you love to see debunked?” or “What inspired you to take this journey?” These answers can fuel authentic, relatable content.

• Repurpose Across Channels: Use each story as a multi-purpose content asset. For instance, a founder’s story could serve as a LinkedIn blog, a short-form video, and even a mini-podcast episode. This reinforces their voice across all relevant channels where your audience already engages.

Outcome to Measure:

• Engagement and Reach: Track the reach and engagement on content generated by your internal influencers, aiming for a 10-15% lift in qualified leads originating from these touchpoints.
  
  

Make Events That Stand Out: Turn B2B Events Into Experiences

One powerful insight from the session was rethinking B2B events through a B2C lens. As I explained in the webinar (I was filling in for Steph cuz she got sick at the last minute, so this is really her content), creating engaging, memorable experiences is key. Ditch the conventional booths; instead, design an environment that encourages organic interaction, building trust and interest.

How to Create Unique Events:

• Elevate the Experience: Bring interactive elements like a coffee bar or mini pop-up sessions rather than a static setup. Shannon shared how successful B2C brands use immersive activities; applying this concept to B2B can create standout moments.

• Engage in Real-Time: Make events interactive with live Q&As, group discussions, and casual networking. Afterward, send personalized follow-ups to attendees, offering content that deepens the value of their experience.

Outcome to Measure:

• Lead Quality and Event ROI: Track qualified leads and attendee satisfaction through surveys or post-event polls, aiming for a 15-20% increase in lead generation and repeat attendance.
  
  

Use Retargeted Ads for Seamless, Value-Driven Follow-Up

B2B paid ads can often feel like noise. I see so many shitty ads daily as a marketer. As Hana pointed out, using paid digital strategically can strengthen existing conversations rather than disrupt them. Retarget attendees, engage new prospects, and amplify the value of your campaigns with ads that feel helpful rather than salesy.

Steps to Personalize Paid Digital:

• Segment by Engagement Level: Use retargeting to follow up with event attendees or recent content viewers with additional resources. For example, after a webinar, retarget attendees with content related to the session topics, like a downloadable guide.

• Test Conversational Ads: Instead of generic calls-to-action, try casual “Thank You” ads that invite people to explore further. For instance, retarget attendees with exclusive slides or bonus content after a webinar to keep engagement going.

Outcome to Measure:

• Ad Engagement and Conversion: Look for a 20% improvement in click-through rates and conversions from these personalized ads, indicating that your audience finds them genuinely valuable and relevant.
  
  

Wrapping Up: From Insights to Action

These People-first approaches are designed to empower your marketing team and create campaigns that don’t just reach but resonate. Here’s a quick checklist to turn these strategies into actionable steps:

Next Steps:

1. Activate Your Internal Influencers: Identify key people within your organization and use their stories to fuel content.

2. Rethink Your Event Setup: Elevate your next event with interactive, B2C-inspired elements.

3. Personalize Paid Digital: Use retargeting and conversational ads to follow up meaningfully.

Resources:

• Watch the Webinar & Download the Slides: Dive deeper into these strategies with the full webinar recording and slide deck at TACK Network.

• Join TACK Insider: Get exclusive insights, expert tips, and a community of marketers all focused on people-first strategies for free! There is a pro option as well, but if you want to join Slack and engage with other marketers, then jump on today.

Here’s to building campaigns that people actually want to engage with!