B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

Mastering B2B Marketing Transitions: Insights and Strategies with Haley Fraser In this episode of the B2B Content Show, host Jeremy Shere interviews Haley Fraser, the new Director of Brand and Content Marketing at Asimily, a startup focused on securing connected devices. Haley shares her experiences and strategies for successfully transitioning into new roles, especially at leadership levels, within various organizations. Key discussion points include the importance of asking questions, showing genuine curiosity, and gathering crucial feedback to understand new environments. Haley emphasizes building relationships, earning trust, and handling organizational resistance to change. They also cover aligning content marketing projects with business-critical KPIs, balancing immediate wins with long-term strategic impacts, maintaining open communication, and valuing team feedback. For new leaders, Haley advises having a clear playbook, understanding competitors, and staying engaged with key stakeholders. Connect with Haley on LinkedIn for further insights. 00:00 Welcome to the B2B Content Show 00:40 Introducing Haley Fraser 00:59 Understanding Asimily's mission 01:52 Haley's Experience in Content Marketing 04:34 Challenges of Transitioning to a New Role 06:23 Building Connections and Earning Trust 07:49 Gathering Insights from the Organization 10:32 Navigating Conflicting Opinions 11:54 Identifying Areas for Improvement 12:20 Navigating Organizational Change 12:51 Building Relationships and Understanding Decision-Making 14:00 Gathering and Implementing Feedback 15:18 Balancing Priorities and Avoiding Shiny Objects 18:17 Dealing with Resistance and Friction 23:12 Final Advice for New Leaders 24:49 Connecting and Staying in Touch ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

If you have a dog, you know that we tend to treat dogs like people. Furry, barking, chewing, slobbering people ... But you know what I mean. We know dogs aren't the same as people, but their behaviors and personalities are so aligned with human behaviors and emotions that we treat them like people. Anyhow, I bring this up because I came across a LinkedIn post the other day about what you can learn from dog training about training and leading people.   The author of that post is my guest today! Joanna Bowzer [ linkedin.com/in/joannabowzer] is director of marketing at ClearVoice [http://www.clearvoice.com], a content production partner for brands of all sizes. The B2B Content Show [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/www.b2bcontentshow.com] is brought to you by Connversa [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/connversa.com], helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

I think most B2B marketers would agree that it's important for a company's leaders to be visible on social media, sharing ideas and stories. But most CEOs and other leaders don't have time to write articles and LinkedIn posts and such, and so the task falls to a copywriter, who does some research and, ideally, interviews the CEO and then tries to write something in their voice. The degree to which this process works to produce content that comes across as authentic and impactful depends on the skill of the writer, of course. But it also depends on the collaboration between the writer and the CEO, specifically the degree to which the writer is able to help the CEO articulate their thoughts and shape them into a coherent piece of content.   To explore the ins and outs of this collaboration, my guest is Oleksii Klochai [ linkedin.com/in/oklochai], founder of Wizard on Demand [https://wizardondemand.com], a content marketing firm for technical products and services. The B2B Content Show [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/www.b2bcontentshow.com] is brought to you by Connversa [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/connversa.com], helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

In our age of remote everything, the elevator pitch is a bit of an anachronism. When's the last time you pitched an idea in an elevator? But the concept is still relevant and important! If you're in marketing or sales, you need to be able to explain what you offer is a way that's succinct, clear, and compelling ... and do it in about 30 seconds or less. Now, crafting a great elevator pitch isn't exactly quantum theory ... but it's not easy, either! And in fact, according to my guest, many companies struggle to explain what they do and why it matters to non-experts.   Jarie Bolander [linkedin.com/in/jariebolander]is many things ... He's head of market strategy at Decision Counsel [https://decisioncounsel.com/] ... the author of several books, including Story Driven Outreach [https://www.amazon.com/Story-Driven-Outreach-response-compelling-Foundation-ebook/dp/B09SW2F8JV] ... and host of The Entrepreneur Ethos Podcast [https://theentrepreneurethos.com/]. The B2B Content Show [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/www.b2bcontentshow.com] is brought to you by Connversa [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/connversa.com], helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

We're all familiar with The Funnel ... We know there's a top of the funnel, a middle, a bottom ... and everything in between. The top is where we just try to make prospects aware that we exist ... And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy ... and we marketers do our part by supplying bottom of the funnel content to help get them over the finish line. But for my guests today, this tidy little picture is maybe a little bit too tidy.   Tas Bober [linkedin.com/in/tasbober] is founder of Delphinium Solutions [ https://delphiniumsolutions.com], an consultancy specializing in landing page strategy for growth-stage SaaS companies ... and Lashay Lewis [linkedin.com/in/lashaylewis] is founder of Authority Plug [https://authorityplug.com/], a content marketing advisory firm. The B2B Content Show [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/www.b2bcontentshow.com] is brought to you by Connversa [https://open.acast.com/networks/652c1b8e2bf6d10012640c2e/shows/65390fa5238f610012a4115e/episodes/connversa.com], helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.