It’s my favorite time of year.
We’ve survived winter (mostly), hints of spring are in the air, and … March Madness is here.
There’s nothing better than day-long binges of college basketball. Go mad.
Unfortunately, I’m also seeing a lot of madness in marketing motions—doing the same thing over-and-over again and expecting different results.
In B2B Marketing, we’ve been running the same playbook for the last decade. Gated content, uninspired outbound motions, and the dreaded content syndication.
This week, I’ve been pleasantly surprised by talking to several marketers looking to change things up…play by different rules in 2024, and write a new playbook. I’ve written about how The Juice is changing it up this year.
The market has changed, and the buying motion has changed…why hasn’t our marketing playbook? Here are a few examples of conversations I’ve enjoyed this week. I’m hoping you can draw some inspiration yourself:
- I learned from Kelly Hopping, CMO at Demandbase, about how ABM needs a new definition that includes account-based sales. A podcast episode coming soon!
- Angus Edwardson at Bynder made me rethink content altogether. What if we all treated content like a product? Another podcast episode in the making.
- Outbound motions are uninspired, inbound isn’t driving the results. Have you thought about nearbound? Amelia Taylor coached me up on how to consider working with partners to make the most of each others’ networks.
- Measuring MQLs? Views? Downloads? There are better ways. But be sure you’re connecting outputs with your inputs. Pranav Piyush at Paramark can help you think differently about traditional marketing measurement.
- Speaking of measurement. Pipeline coverage?! Yawn. In 2024, start thinking about and measuring Revenue Velocity. MultiplyGTM shows you how.
- Better yet, want to know how businesses that are growing are thinking? Keap has you covered. Checkout The State of Business Growth in 2024
At The Juice, we’re rethinking product offerings, campaigns, and really leaning into experimentation this year. All of the conversations above? They’re in preparation for a refreshed podcast coming soon. Be on the lookout for a few big announcements in April.
Stop the madness.
Jonathan
Winning Content From The Week:
🧃 What Does a Content Strategist Do?
From: MarketMuse
The role of content strategist is key - yet vaguely defined so expectations are murky. Here's how to tailor the role so that you star!
🧃 Video Content for B2B: Everything You Need To Know
From: RevGenius
Join us for an upcoming session featuring three video creators-Ademola, Rayna, and Travis- who are making waves on Linkedin! This webinar is tailored for marketers, video creators, and teams who want to integrate videos into their LinkedIn strategy but lack the know-how, strategy and creative direction. No more boring content in B2B SaaS.
🧃 Prospecting in Sales: New Methods for an AI-Driven World
From: copy.ai
Discover how prospecting in sales is made easier, faster, and measurably better when you implement artificial intelligence (AI).
🧃 Customer-Centric Marketing 101: How to Get Started
From: Jebbit
Discover how a customer-centric marketing strategy can help your organization better serve and value your customers, leading to growth and retention.
