In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, speaks with Marketing Refresh’s own Tiffany McArthur, the VP of Account Strategy and Aaron Eaves, the VP of Digital Marketing. They explore key B2B marketing strategies amid budgeting season. The discussion focuses on formulating effective marketing budgets, understanding company goals, competitor analysis, and leveraging digital strategies like SEO, Google Ads, and LinkedIn Ads.
The episode emphasizes the importance of integrating marketing and sales efforts through robust data tracking, using CRM tools like Salesforce and HubSpot, and exploring automation and AI capabilities. Terri, Tiffany, and Aaron also highlight foundational steps like maintaining a functional website and crafting a coherent messaging strategy tailored to the buyer’s journey. The episode aims to provide insights for business leaders looking to optimize their marketing strategies for revenue growth.
Topics Discussed:
Formulating effective marketing budgets and goals
Digital strategies within SEO, Google Ads, and LinkedIn Ads
The importance of a functioning website
B2B solutions via automation and AI capabilities
To learn more about Tiffany McArthur, connect with her on LinkedIn at: https://www.linkedin.com/in/tiffanymcarthur/
To learn more about Aaron Eaves, connect with him on LinkedIn at: https://www.linkedin.com/in/aaroneaves/
To learn more about Terri Hoffman, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/
To connect with Marketing Refresh, visit: MarketingRefresh.com or follow us on LinkedIn https://www.linkedin.com/company/marketing-refresh/
Chapter Summary:
00:00 Introduction to B2B Marketing Methods
00:24 Meet the Marketing Refresh Team
00:52 The Importance of Budgeting in B2B Marketing
02:56 Setting Marketing Goals and Priorities
04:20 Understanding Marketing Budgets and Industry Benchmarks
09:05 Foundational Elements of Digital Marketing
16:16 Effective Ad Platforms for B2B Marketing
19:58 Leveraging Email Lists for Targeting
20:23 Identifying Key Audience Details
21:41 Importance of CRM in Sales and Marketing
22:28 Common CRM Tools for B2B Companies
22:45 Connecting Marketing Activities with CRM
23:08 Reviewing Metrics and ROI
24:34 Challenges in Sales and Marketing Communication
29:05 Tracking Data and Trends
32:14 Advanced Marketing Strategies and Automation
35:56 Orchestrating Marketing Efforts
37:56 Conclusion and Contact Information