Shows
Case Studies Win ClientsMistakes That Kill Case Studies & Using Case Studies To Boost SalesPart 1: Mistakes That Kill Case Studies
You want an effective case study.
This is to help nurture prospective buyers into clients.
But there are plenty of common mistakes which greatly hamper a case study's effectiveness.
Avoiding these common mistakes is key.
And if you do, you'll gain an edge on your competitors.
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Part 2: Using Case Studies To Boost Sales
You want to help increase your company's sales figures.
And you know it takes more than the latest gimmick or high risk strategy....
2022-10-2322 minCase Studies Win ClientsGetting The Most out of Case Studies and TestimonialsIf you want to get the most of out case studies you need to appreciate the difference between case studies and testimonials.
Equally, getting the length of them just right and avoiding common mistakes will give you a distinct advantage in helping win new clients.
2022-09-1925 minCase Studies Win ClientsAttract More Clients By Positioning Your Client As The Hero
If someone just talks about themselves all the time it's boring and you switch off.
So why would it be any different for our own B2B marketing?
To connect with buyers in a more impactful way, making your clients the heroes of marketing stories could well be the key.
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Win Clients With Case Studies - Presented by James Rostance
Podcast Website:
https://www.casestudies.uk
Do You Need A Video Case Study Producing?:
https://www.storyhero.uk
2022-09-1117 min
Expert In Demand Podcast With Dean SeddonCase Studies That Grow Your Business with James RostanceDean Talks with James Rostance, CEO and Video Case Study Producer at Story Hero®. James leverages the case studies of companies to improve their conversion rates. In this unscripted talk, Dean and James discuss the impact of James’s work and how business owners can use these case studies to place their businesses above the competition.
Connect with James on LinkedIn - https://www.linkedin.com/in/jamesrostance/?originalSubdomain=uk
Connect with Dean on LinkedIn - https://www.linkedin.com/in/deanseddonio/
2022-08-191h 10Case Studies Win ClientsLeverage Your Previous Clients Experience To Quash Doubt & Hesitation
B2B Buyers are highly motivated to make good decisions and they're particularly cautious about making bad ones.
If a buyer has any doubts about your suitability your competitors can swoop in.
Your single best tool to combat this is to leverage the experience of your previous clients to show them everything will work out.
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Win Clients With Case Studies - Presented by James Rostance
Podcast Website:
https://www.casestudies.uk
Do You Need A Video Case Study Producing?:
https://www.storyhero.uk
2022-07-0309 minCase Studies Win ClientsCase Study or Testimonial? When To Use Each For Maximum EffectUsing the right tool for right job is really important.
When it comes to case studies and testimonials they are two very different tools.
Both are incredibly effective.
But using them at the right time in the right context is key to you excelling at marketing and helping give your sales team the best chance of winning sales.
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Win Clients With Case Studies - Presented by James Rostance
Podcast Website:
https://www.casestudies.uk
Do You Need A Video Case Study Producing?:
https://www.storyhero.uk
2022-06-2610 minCase Studies Win ClientsExploit Your Competitors WeaknessThere are certain things which your competitors purposefully avoid covering because it weakens their offering.
By refocusing attention and avoiding them they stand a much better chance of winning a deal.
So wouldn't it be a shame if you set about changing that? :)
2022-06-1911 minCase Studies Win ClientsSpotlight Your Key Reasons To BuyIf you want buyers to appreciate and understand why your product or service is the best choice, you have to make the stongest case possible.
But instead of you telling them those reasons, it's much more effective if you have one of your clients discussing them on camera and in their own words.
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Show website: https://www.casestudies.uk
Worldwide Video Case Study Service: https://www.storyhero.uk
2022-06-1309 minCase Studies Win ClientsShaping Buying Criteria In Your FavourA prospect's decision making process is a funny one.
Sometimes you win, sometimes you lose.
But what if you could massively stack the deck in your favour?
What if you could engineer it so that you're seen as the obvious and ideal choice?
It's entirely possible to do all that and all it takes is a little strategic planning.
The results however are very much worth it.
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Show website: https://www.casestudies.uk
Worldwide Video Case Study Service: htt...
2022-06-0611 minCase Studies Win ClientsThe Key To Winning New ClientsWhat your existing clients can say about your product or service carries a huge amount of credibility and influence.
Which is why getting them on camera can easily be the key to winning pitches and securing contracts.
Case studies when they’re produced correctly are the single most powerful marketing asset which you can produce or have produced for you.
Unlike all other marketing assets, case studies are unique because they are primarily an education resource.
And it’s because they’re an education resource is the reason why prospects are recept...
2022-05-3008 min
THE 414 - B2B Marketing PodcastPreparing For The B2B Post-Covid BoomAs we come out of the pandemic there’s expected to be a sizeable economic boom.But in order for you and your company to benefit fully from it there is one key quality which will determine just how well you do...Adaptability will be the deciding factor, but ahead of that you need to have a clear understanding of what you’ll need to re-think and re-evaluate.By contrast, inflexibility and blindly continuing with the same approach and processes for Sales & Marketing is not just ill advised, but it could prove fatal....
2021-07-1341 min
THE 414 - B2B Marketing PodcastThe Buying Four Confidences Which Need AddressingBuyers want to be confident that they will be successful if they purchase and implement your product or service.As a marketer you can help speed up sales cycles and provide higher quality marketing qualified leads if you address these confidence issues in your content.The goal is to become buyer-centric and position everything you put out so that at every touch point it’s helping address the issues which need to be tackled before a purchase decision in your favour can be made.Well educated clients who are fully confident in your of...
2021-07-0447 min
THE 414 - B2B Marketing PodcastStrategic TV Advertising For B2B MarketersConnected TV , or CTV for short is how nearly the majority of us watch or consume television.Previously, television advertising only really suited B2C brands.But CTV offers advertisers the ability to target customers in a way which traditional linear broadcast television never could.With online advertising becoming more crowded by the day, CTV offers the opportunity for more focused attention in a relatively uncluttered space.So if you’re up for exploring new possibilities, you may well find that incorporating a television advertising campaign into your marketing mix might no...
2021-06-2742 min
THE 414 - B2B Marketing PodcastMarketing Taking The Lead To Drive Revenue GrowthMarketing when taught is skewed to very large companies such as IBM, Caterpillar and Oracle.Revenue is generated by the entirety of the business, not just the top line of sales and marketing.However, if marketers widen their field of view across the whole of the business you have the potential to identify any number of improvements which will result in improved customer satisfaction, increased revenues, reductions in cost as well as additional clear points of difference for you to market on.This approach is not for everyone.But if you’re...
2021-06-1947 min
THE 414 - B2B Marketing PodcastSteal Like A Scientist To Optimise Conversation RatesThe most expensive way of testing anything is to launch it and to see if it works.However, that’s often how things are done when it comes to new campaigns and website launchesScientists base everything they do on the relentless testing of ideas to either prove or disprove concepts BEFORE rolling them out.So as a marketer, if you strongly commit to testing as you develop projects you’ll be ever closers to being a genius scientist yourself. And at the same time, what ever you do ultimately launch will be the closest you’ll get...
2021-06-1243 min
THE 414 - B2B Marketing PodcastWin More Customers with Highly Personalised Pitch DecksAs a B2B marketer, you can make a huge impact on your company’s sales figures by taking the lead on a very particular type of personalisation.Pitch decks are a classic request for ‘the colouring in department’.But gone are the days of a one-size fits all slide show to give to sales teams.In fact, any company who speaks to their customer base in broad and generic terms is likely to be the first to be removed from any consideration set.One of the secrets of the best perfor...
2021-06-0656 min
THE 414 - B2B Marketing PodcastMastering The Art of The Elevator PitchDo almost dread being asked what do you?If you do, then there’s a way to change that.The concept of an elevator pitch is as American as waffles and bacon.But the concept really does work, even for the British, who’s reserved nature would otherwise have us avoid at all costs the concept of talking to a complete stranger in a closed confident space.So the challenge is to master the art of communicating what you do in both 10 and 60 second formats so that you can give a whol...
2021-05-2947 min
THE 414 - B2B Marketing PodcastWhy Accurate Marketing Attribution Gives You God-Like PowersTracking where leads, and ultimately sales come from is getting harder by the day.In fact, buyer journeys have become so complex, that what used to work is likely not giving you an accurate picture today.But it doesn’t stop there.Because when you factor in the desire to help direct sales teams on which leads they should focus on for maximum conversion opportunities, you’d be incredibly lucky if what you have in place, is still serving you as best as possible.The reality is, that you will almost certainly benefit from...
2021-05-2530 min
THE 414 - B2B Marketing PodcastStrategic SEO Lead GenerationYour customers will likely set about searching for information that will help them with their problem or need before looking for companies to provide the necessary product or service.As a marketer, it’s important to fully appreciate Google’s mission to customers, which is to provide the best search results possible.Which is why if you set about producing content for the topic at hand and purposefully nurturing inbound links from media sources to that content, Google is likely to recognise you as the best search results for that problem or need.So this...
2021-05-1547 min
The Storypowers PodcastTurn Your Customers Into Story Heroes with James RostanceEpisode 60. Turn Your Customers Into Story Heroes with James Rostance
Why most case studies don't work? What can you do instead to win more business? And what does Hollywood's most successful movie formula have to do with any of that?
Welcome to The Storypowers Podcast, the show about the power of stories, the people who tell them and why you should be doing it too. I’m your host, keynote speaker and storytelling coach, Francisco Mahfuz.
My guest today is James Rostance.
James is a B2B marketing powerhouse. After working for...
2021-05-0958 min
THE 414 - B2B Marketing PodcastThe Art of Conversational ContentAt the forefront of making B2B marcomms more authentic, along with connecting with your audience on an emotional level is the ability to communicate as we would speak normally.Who’d have thought that we’d have to make a concerted effort NOT to write or produce content which has the same flow and comatosing qualities of the terms and conditions section of vehicle hire agreement.It happens to the best of us, and it’s a challenge to break free and get back to writing content which emotes and connects with people.Th...
2021-05-0945 min
THE 414 - B2B Marketing PodcastWhy ABM Isn't Just For The Big GuysHaving a six figure budget and dedicated team large enough to fill your local TGI Fridays is awesome for running ABM campaigns.But small teams should not be dissuaded if the prize is big enough!The concept we’ll be examining is that if you’ve got really valuable target accounts... why would you use spray and pray when you can actually spend your money in a much more targeted way?This also aligns perfectly with the drive to make B2B marcomms more personalised and authentic.Particularly for small companies wher...
2021-05-0148 min
THE 414 - B2B Marketing PodcastWinning Big Accounts QuicklyWinning large accounts, particularly through ABM is often a lengthy and hugely resource intensive process.But rather than going head-to-head and competing on the same terms, what if you took the gloves off and re-wrote the rules of engagement?What if instead of having a selection of key accounts, you focused your firepower on just the one?Marketers who work closely with sales teams continually outperform their competitors.So if you have an open mind and are up for embracing a rebel like disregard for how things are done normally, the...
2021-04-1744 min
THE 414 - B2B Marketing PodcastOutgunning Competitors Who Have Much Bigger Budgets (RELOADED)Being smart with what resources you have can often lead you to victory, even when pitched against a much larger adversary.Time and again, challenger brands and companies pull the rug from under industry giants.It's great to hear those stories, but what if you did exactly that?What if you set about re-evaluating your resources and how you use them?Specifically, we're talking about your bringing your colleagues in to help.They are as it would seem, very commonly an untapped resource with regard to how they could greatly...
2021-04-1647 min
THE 414 - B2B Marketing PodcastWhy You Need To Get Your Hands Dirty With DataWashing the dishes and dealing with data have something in common.Unless you wash the dishes you’ll be in trouble the next time that you want to eat.The same is true for your marketing data.A mistake which a lot of marketers fall into is focusing on metrics, as apposed to owned data.Metrics such as email open rates and website bounce times are useful.But your true customer data needs to be embraced, loved and close attention be paid to it.Poor quality, inaccurate, an...
2021-04-0935 min
THE 414 - B2B Marketing PodcastWhat A Professional Comic Can Teach B2B MarketersFree alcohol, always being the funniest person in the room, invites to glamorous events as well as being the envy of friends for their chosen career path.Of course, professional comics also enjoy those kind of perks too, but what can B2B marketers learn from a professional comedian?Well, as it turns out their ability to understand and connect with people on an emotional level is the core skill which we as B2B marketers are all keen to develop further.The drive to engage with customers as real people with thoughts...
2021-03-2744 min
THE 414 - B2B Marketing PodcastHow To Create A B2B Content MachineOne of your key skills as a B2B marketer will be in producing epic content.Let's not be shy about that.And it's borderline heartbreaking when your hard work in producing content goes to waste.But sadly, that is typically the norm rather than the exception.The problem stems from the fact that most content lacks a clearly defined strategy to maximise its potential and get it in-front of people in a variety of different forms.The truth is, that you owe it to yourself and your company...
2021-03-1951 min
THE 414 - B2B Marketing PodcastYour Funnel Is Lying To YouYour funnel, or specifically your marketing funnel map is supposed to be your definitive guide for how leads eventually become customers.But what if that map is not a true representation of how things are, and how things work in the real word?What if there were certain assumptions or biases at play when it was conceived and codified?And have you ever challenged yourself to find discrepancies in it?According the latest research where 2.5% conversion rates on content driven funnels are the average...Marketers who take a critical...
2021-03-1349 min
THE 414 - B2B Marketing PodcastTake The Lead With Your Tech StackAs a B2B marketer you're in a much better place to help drive efficiencies and profitability for your company than you might think.In fact, it really is an opportunity for you to shine.Every piece of software that your company uses makes up your tech stack, but you're likely in a better position than anyone else to investigate and strategise what other tech or software could be adopted to improve efficiencies, lower costs, reduce time and of course increase profitability.So this week on the show we'll be taking a detailed...
2021-03-0835 min
THE 414 - B2B Marketing PodcastHow Agile Development Can Improve B2B MarketingAgile development is a process which can benefit B2B marketers, and it originates from software development.Back in 2001 a group of software engineers got together to create a framework to facilitate adapting to changes as projects developed.The goal was to ultimately deliver better projects more efficiently.Today, that approach to development and improvement is often shortened to simply, Agile.And Agile as a discipline has enabled many industries, including marketing, to benefit in the same way.Agile completely transformed the software and computer industry through the efficiencies...
2021-03-0231 min
THE 414 - B2B Marketing PodcastWhy SEO Should Be A B2B Team SportIf you've ever been asked to put on an event at a drop of a hat, or to 'work a bit of marketing magic' on the creative equivalent of someone's last will and testament, then that's exactly how your SEO team feels when you ask them to get you ranking high on Google for anything and everything.Now whilst it's true that your SEO team has powers similar to Harry Potter, the truth is that your company will get a ton more free traffic and leads IF those wizards receive a little help.What I...
2021-02-2538 min
THE 414 - B2B Marketing PodcastGetting The Right Story To BuyersPersonalising B2B content is the next frontier which B2B marketers need to overcome and conquer.But conquering will also mean choosing the BEST content to personalise, and get in front of audiences.John Wanamaker is one of the American pioneers of marketing, who famously said "Half the money I spend on advertising is wasted; the trouble is I don’t know which half".Now that concept can easily be applied to personalised content, because there’s no point in personalising that which is just not sticking.So the winners will...
2021-02-1246 min
THE 414 - B2B Marketing PodcastB2B Marketing Truth Bombs For Better ResultsIt’s the marketing equivalent of a cold shower, juice detox and vitamin shots.Yes, every once in a while you need to hear the facts straight, but if you’re brave enough to take them, you’ll be a lot better off for it.The buck stops with the CMO, so we’ll be looking into where CMOs go rogue, and what the best ones do to stay at the top of their game.Equally, if career progression is key for you, this week’s show will give you a series of priceless...
2021-02-0846 min
THE 414 - B2B Marketing PodcastOptimised LinkedIn Marketing For 2021Right now we're in a fantastic transition period of B2B marketing.The concept of marketing to buyers as if they're real people is really taking off.If that sounds obvious to you, then you're already enlightened, but equally there are a lot of people who are yet to truly discover this.But here's the thing, LinkedIn are on a mission to purge auto messaging from the platform.Anyone still doing that risks having their account suspended, as well as hurting your brand reputation because of how impersonal it is.
2021-01-2942 min
THE 414 - B2B Marketing PodcastShould You Be Embracing or Avoiding ABM?Account Based Marketing, or ABM, is a hot topic right now, and it's increasingly being seen as a strategy which everyone needs to adopt in order to 'keep up with the Joneses'.But even more controversial than Harry styles in a dress, and hopefully with more substance, is the notion that ABM is NOT for everyone, and even more shocking is the claim... that given the size and scale of businesses in the UK, ABM is actually only suited to a select number and certainly not the majority.All is not lost though, because whilst t...
2021-01-2331 min
THE 414 - B2B Marketing PodcastWhy Misunderstanding Marcomms Is Bad For BusinessBut particularly right now where there are likely to be cut-backs, now more than ever, if you work in marcomms you need to make sure that everyone in the business understands what you do and why it's important.After all, if you're fighting a fire you don't turn off the water.That's obvious, but unless everyone sees your work as being obvious, there is a risk you could inadvertently get cut off.Insights & Wisdom From The Greatest Minds In B2B MarketingThe UK’s #1 B2B Marketing Podcast.⏯ ⏯ Previous Episod...
2021-01-0952 min
THE 414 - B2B Marketing PodcastThe Trifecta of B2B Lead GenPreviously PR was just about generating awareness to help with lead gen.But there’s been a significant shift in B2B PR in recent years which has really stepped up the game.For the trailblazers in B2B, PR is now tightly integrated with both sales and marketing for what you might refer to as the trifecta of lead gen.These teams now operate in a similar manner to how special forces units do.Their work is meticulously pre-planned, each component knows exactly what the others are doing and why, and th...
2020-12-1048 min
THE 414 - B2B Marketing PodcastPioneering Customer Advocacy in B2BSky championed the art of annoying customers as well as making it nearly impossible to leave, so much so that it triggered an Ofcom investigation.But in an ideal world, your customers shouldn’t be scrambling to get away from you and the government shouldn’t have to step in to let them escape!The polar opposite of that is where customers love you and what you do for them, so much so, that they advocate on your behalf to help you gain more customers.So enter the world of B2B customer advo...
2020-11-3043 min
THE 414 - B2B Marketing PodcastThe 10 Hottest Psychology Concepts To Level-Up Your B2B MarketingIf you have a solid understanding of psychology, influence and persuasion you’ll have a huge advantage over other marketers.It’s a mixture of science and art, and when you put it to use you’re able to connect and engage with customers at a much higher level, and with much greater effect.Make no mistake, if you are able to influence and persuade more effectively than your competitors, the customer will end up buying your product or service and will be ever more likely to stay with you as a loyal customer from then o...
2020-11-2053 min
THE 414 - B2B Marketing PodcastWhy B2B Needs Don DraperWhy B2B Needs Don Draper💡💡 There’s a famous line of thinking which says that if you keep doing the same thing, you can’t expect different results.Now the reason why I mention that is because there’s a school of thought which…Now, don’t shoot the messenger... says that B2B marketing has become rather samey, (or to use proper English, homogeneous).Never the less, if indeed everyone is taking a similar approach to marketing and B2B campaign creation then achieving separation of any degree is going to be tough to say...
2020-11-0937 min
THE 414 - B2B Marketing PodcastPerfecting The Art of Virtual PitchingDo you, your company or agency deliver virtual pitches?Or is it something that you see yourself needing to do in the near future?Pitching virtually is a new skill set that deserves consideration and focus because of the need to make up for all the nuances and details that are lost when you’re not there to pitch in person.To develop and ultimately deliver a knock-out virtual pitch, you need a strategy and a formula to follow.This week on the show we’ll cover in detail what you need...
2020-10-2641 min
THE 414 - B2B Marketing PodcastWhat B2B Can Learn From The Charity SectorWhat B2B Can Learn From The Charity Sector...Getting inspiration from outside sources and specifically, other sectors can be hugely beneficial for you to get a fresh take on things.Better yet, it stands to give you inspiration for new ideas that could help you gain a tidy advantage over your competitors.The charity sector becomes very interesting when you consider that they don’t actually sell a tangible service or product. People quite literally give them money.But how do they do that, and if we were to dig into th...
2020-10-1950 min
THE 414 - B2B Marketing PodcastPublic Speaking To Reach CustomersSpeaking at Virtual and Live events are an excellent way to connect with potential customers. But how do you get into public speaking and what’s involved?Also, how would you know if you’re the right type of person for public speaking?Sharing your own expertise as well as that of your company lets you share value with potential customers to initiate a relationshipGiving value instead of asking for their attention is a far better way of doing things.But unless you have a god...
2020-09-1441 min
THE 414 - B2B Marketing PodcastHow The B2B Creative Industry Has ChangedWhat are creatives and agency owners thinking right now?How has the industry actually changed?As we come out of the pandemic the outlook is promising, tough, but promising.But how has the creative industry within B2B changed, and what further changes can we likely expect?So this week on the show we’re going to be looking into what it all means, as well as what you can do to maximise your job, career or agency potential.Support the show
2020-09-0141 min
THE 414 - B2B Marketing PodcastLinkedIn Insider InsightsAn EXCLUSIVE series of insights and findings from The UK’s Head of Marketing Solutions for LinkedIn.LinkedIn have conducted some detailed studies on how people and companies are using the platform, and Tom Pepper will be joining me on the show to share their one-of-a-kind calibre of insights and findings.We’ll be discussing….What LinkedIn’s research on current marketing trends (post pandemic) has revealedHow companies in the most challenging markets are turning things to their advantageThe changes in communic...
2020-08-2439 min
THE 414 - B2B Marketing PodcastThe Power of PersonasThe foundation for any successful marketing activity, whether that is creating an effective website or other more general activity, is the understanding of who your ideal client is, what their key challenges, pain points, priorities and interests are, and how they can be reached with your messaging. Without this, you don’t know what to say, who to say it to, or the best way to say it.Buyer ‘personas’ or ‘avatars’ are a semi-fictional, generalised representation of your ideal buyer. Naturally, you will already have your target...
2020-08-1040 min
THE 414 - B2B Marketing PodcastHow To Set Up & Run Successful B2B LinkedIn Advertising CampaignsLinkedIn advertising, it’s a different beast to Facebook and Google ads. You’ll often hear that LinkedIn advertising is expensive, and per click, that’s more than likely.But when you take into account the data that the platform has on your target customers, surely that perceived higher cost pays off?And if that is the case, then how do you set about creating a successful campaign which delivers a solid return on investment and one which you’ll happily keep increasing your budget for.Furthermore, what does a successf...
2020-08-0831 min
THE 414 - B2B Marketing PodcastHow To Set Up & Run Successful B2B LinkedIn Advertising CampaignsLinkedIn advertising, it’s a different beast to Facebook and Google ads. You’ll often hear that LinkedIn advertising is expensive, and per click, that’s more than likely.But when you take into account the data that the platform has on your target customers, surely that perceived higher cost pays off?And if that is the case, then how do you set about creating a successful campaign which delivers a solid return on investment and one which you’ll happily keep increasing your budget for.Furthermore, what does a successful campaign look like...
2020-07-3131 min
THE 414 - B2B Marketing PodcastHow to Tightly Integrate Sales & Marketing Teams For Maximum ProfitabilityA well known ‘secret’ is that the best performing B2B companies have tightly integrated Sales & Marketing teams.So much so, that those departments truly operate as a combined unit, which is beautifully in-sync and is supportive of each other along every step of the way.So you may already have a good relationship with your sales department, but how do you get that to a Formula 1 level?What’s involved, what are the steps, and what do sales teams truly want and need?This week on the show we’ll fully li...
2020-07-2539 min
THE 414 - B2B Marketing PodcastWhy Creative Media Strategy Is Key To Growing B2B BusinessesToday on the show we’re going to be focusing heavily on media strategy.Why it’s important, how you can break it down, and things to consider with regard to creative as well as connecting user experience and customer journeys. If you get this right with an audience centric media strategy you will grow your business through finding new customers and growing relationships with the ones you already have.Support the show
2020-07-0229 min
THE 414 - B2B Marketing PodcastHow To Develop A Marketing Strategy That Your Entire Company Supports And Believes InFortune favours the brave, and the winners of B2B in the future, will be the companies led by marketers who have bold and clearly defined marketing campaigns, which their entire company understands, supports and believes in.Playing it safe quarter to quarter, just to keep things ticking over is one of the most risky strategies to have right now, because you’re then at the mercy of your competitors, in the hope that they don’t come up with a longer term, bolder initiative and marketing plan.So the aim of today’s episode is to...
2020-06-2654 min
THE 414 - B2B Marketing PodcastWhy You Should Be Focusing On Intent MarketingAs consumers we are all spending much more time online. That’s also where your customers are, and that should be making it easier to connect with them.But this is a double edged sword, because as a result of the fall out of the virus, not everyone is in market right now. And that highlights the need to be smart with your approach and targeting. The answer in which case could be Intent based marketing, which is all about targeting those who are showing signals that they are in market for y...
2020-06-1932 min
THE 414 - B2B Marketing PodcastHow To Be A Digital Nomad - The Ultimate W.F.HWe’ve all adapted to working from home, but do you know what would be better than that?Working from any country, anywhere, anytime, otherwise known as a Digital Nomad.If you can work from a coffee shop, your kitchen table or a make shift home office desk, you’ve got what it takes to live and work remotely from some of the most beautiful places on earth.But what’s involved in being a Digital Nomad, how do you do it, what are the challenges, an d what is it really like?Le...
2020-06-1337 min
THE 414 - B2B Marketing PodcastWhy Experts Tightly Integrate CX, UX & MarketingCustomer Experience and User Experience are often thought of as important, but individual processes and disciplines in their own right. Now this applies to both research and how the outcomes are handled.On this week’s show we’ll be taking a very serious look at why and how experts tightly integrate CX, UX and marketing in all that they do.Leading in your field, and getting the edge on your competitors is desirable in itself, but the focus of what we’ll cover today could very realistically help you do just that.Su...
2020-06-0539 min
THE 414 - B2B Marketing PodcastHow To Create A Winning PR & B2B StrategyPR is underused by most B2B businesses. And what I mean by that is referring to having a detailed quarterly plan for how a business will strategically leverage PR with defined goals in mind.PR is incredibly effective when it’s an integral part of your overall marketing strategy. But still, only a select number in any given niche use it to its full potential. So the purpose of this week’s show is so that you can hopefully be inspired to re-evaluate this incredibly powerful marketing channel and how you could use it to ge...
2020-05-2852 min
THE 414 - B2B Marketing PodcastThe Power of Connecting Emotionally With CustomersThis week on The 414 LIVE, we’re going to be looking into emotional effectiveness of B2B marketing.There’s been a real shift in recent times for B2B marketers to engage with customers on a more emotional level, but whilst there is a select group of marketers who have mastered this, there are still a lot of others who struggle.In fairness, it is quite a challenge to transform your company or brand into one which customers respond to, admire, and connect with.Howe...
2020-05-2142 min
THE 414 - B2B Marketing PodcastThe Mission to Re-ignite B2B Social MediaMost B2B brands have either run their social media badly, or never got started. They watch with envy as consumer brands run highly engaging social campaigns, believing B2B ‘too boring’ to achieve that kind of success.This is a fallacy. B2B brands are better placed to succeed on social media. Their audiences are more focussed and easier to target. The have stronger communities and a captive audience (9-5, at least). They are soaked in innovation and run by genuine subject matter experts. All they need is a...
2020-04-2538 min
THE 414 - B2B Marketing PodcastUsing COVID-19 Financial Support to Grow Your BusinessHow to get the most out of all the Government Financial Support on offer.PLUS how to leverage it to GROW your business or agency.It’s actually quite incredible the level support of which the government has put together for businesses in the UK.Yes it took them a few weeks to fine tune it, but given the figures we’re talking about, it’s hardly surprising.Still… it’s done now, the support is there, and YOU CAN USE IT to grow your business and win customers.But for yo...
2020-04-221h 18
THE 414 - B2B Marketing PodcastMarketing Your B2B Agency During COVID-19Adapting Your Approach For Winning Customers & Delivering Your ServiceSo you can ignore the hystericals who are screaming STOP SELLING. Stopping is wrong, but adapting is right. But how does a B2B agency sell itself? You’ve got to do something, but HOW should you adapt? Joining me on the show toady will be Adam Graham who specialises in helping B2B marketing agencies to create authentic and differentiating brand stories so that they can attract the right type of client...
2020-04-0448 min
THE 414 - B2B Marketing PodcastB2B Storytelling in a PandemicWhat happens when a crisis has no immediate end?For the economy not to collapse businesses still need to thrive.But right now, the playing field for selling has changed considerably.Which begs the question, how should you adapt?The answer it would seem could well come from focusing on telling your story, or stories, as a business.Doing this involves documenting your journey and telling the stories of your customers, suppliers and employees.Ultimately, those stories stand to help you forge strong connections with everyone whom...
2020-04-0139 min
THE 414 - B2B Marketing PodcastHow To Get Your Communications Right During COVID-19Crisis communications… it’s HIGHLY relevant right now, and there are many reasons why you need to make sure you and your company have your communications on point.It’s true that with one badly thought out or worded communication can do untold damage to your reputation.But in addition to that, as a B2B marketing professional you probably just want to make sure you get it right!Kate Hartley, who is an expert in crisis communications will be on the show to give INCREDIBLY valuable advice and guidance…The importance of empat...
2020-03-3141 min
THE 414 - B2B Marketing PodcastHow To Create High Returning B2B CampaignsGenerating £7.4M of quoted sales from a £50,000 total spend…How To Create High Returning B2B Campaigns - The 414 LIVE.Joining me today is Alex Swann, who, with the help of his team generated an incredible return on a comparatively low spend for a niche manufacturing client.On the show today we’ll be covering:👉🏼 The biggest challenges B2B marketers have to deal with which B2C don't👉🏼 His campaign creation process👉🏼 Core elements of success in campaign creation👉🏼 Mistakes to avoid👉🏼 Essential elements to successful campaigns (his secret sauce)👉🏼...
2020-03-2424 min
THE 414 - B2B Marketing PodcastThe Evolution of Comms - Disruptors Vs The DisruptedHow the pervasiveness of technology is forcing non tech businesses to communicate in a different way to their stakeholders.Right now BIG businesses are facing a huge challenge to stay relevant.Whilst for start ups and scale ups, establishing credibility is an equally big problem.Each has their own strengths to leverage, but there’s somewhat of a race to make sure that one is not outfoxed by the other.You could describe it as a battle of sort, or, if you want to really dial it...
2020-03-2131 min
THE 414 - B2B Marketing PodcastWhy You Need To Re-Think Using Stock ImagesWhy You Need To Re-Think Using Stock Images 📸Joining me LIVE from Denmark, Neuromarketer, Jonathan Low.As humans we’re instinctively designed to continually adapt and evolve.And the problem, comes from that our brains have now learned, and now know within a fraction of a second if a picture is real one or a stock image.Traditional stock images are killing conversion results, and there’s a lot more at play which you need to know about if you’re i...
2020-02-2528 min
THE 414 - B2B Marketing PodcastHow To Develop A Strategy For Voice Search & TechnologyIf it hasn’t happened already, very soon you’ll be asked the question, what’s your strategy for VOICE?Joining me on The 414 this week is Kane Simms, one of the UK’s leading authorities in voice technology and host of the VUX World podcast, consultancy and design studio.Kane will bring you fully up to speed on what voice technology is, deep dive into what it can do and what you can do with it. The ultimate goal will be to give you everything you need...
2020-02-1355 min
THE 414 - B2B Marketing PodcastWinning With Emotion: How To Become Your Customers’ First-ChoiceThis week on THE 414 LIVE we’ll be looking into how emotions play a major part in the process which B2B decision makers go through in making a purchase decision.I’ll be speaking with Nick Hague who has surveyed 2,000 business decision makers to understand in detail how these people make buying decisions for their organisation.Nick will be sharing his findings which reveal the factors that help or hurt a prospective supplier’s chances of winning business. Ultimately, his research will be of major interest if you are keen t...
2020-01-3016 min
THE 414 - B2B Marketing PodcastUsing Data Ethically & Legally To Gain Competitive AdvantageThis week on THE 414, it’s about the importance of trust and building trust when it comes to using customer data. Better yet, we’ll be sharing how you can ethically gain significant business advantage over your competitors, all completely within the law. Join me as I speak with Rachel Aldighieri, MD of the DMA who will give us the best possible insights and the latest approaches for how to use data properly as a professional B2B marketer.Rachel will also be discussing in detail about data ownership along with...
2020-01-1611 min
THE 414 - B2B Marketing PodcastThe State of B2B Lead GenerationThis week on THE 414 LIVE we’ll be discussing B2B lead generation and conversion, what B2B marketers are currently doing, the challenges they’re facing as well as what’s working the best.Linus Gregoriadis from London Research is the author of The State of B2B Lead Generation report. It’s a fantastic piece of research that will be of great interest to B2B marketers and sales teams.Linus will talk us through his research and give detail on all of the major findings including how B2B lead...
2020-01-0925 min
THE 414 - B2B Marketing PodcastHumanising B2B MarketingThis week on THE 414, we talk about embarking on a new approach for selling B2B. It involves stepping away from focusing purely on features and benefits, and instead, standing up and standing out for something through story telling.Paul Cash, MD of Rooster Punk, shares everything on why this approach stands to work so well, what companies stand to gain, plus how to implement it.Paul is an expert at crafting stories around a company or brand to get the attention of target customers, which leads them d...
2019-12-1913 min
THE 414 - B2B Marketing PodcastThe Essential Guide To Voice OversThis week on The 414 LIVE we look into one of the most widely used, but often under appreciated tools at our disposal, and that is, voice overs. Darren Altman is one of the country’s leading voice over artists, who will explain what you need to know in choosing the right voice over artist for your project or company, the difference it can make as well as what can go wrong. Darren will also be able to give detailed insights for current voice over trends, how to critique potential artists and...
2019-12-1232 min
THE 414 - B2B Marketing PodcastThe Importance of 'Always On' Within ABMThis week on THE 414 LIVE we’ll be discussing what Always On marketing activity actually means, why you would want to do it, and what you stand to gain.I’ll be speaking with Yvonne Deegan who is an expert in conceptualising and implementing Always on Marketing as part of ABM strategy to connect with the full range of decision makers involved with a company’s purchasing decision. Yvonne will cover in detail how this kind of approach stands to give you a tremendous advantage over your competitors, as well as how...
2019-12-0524 min
THE 414 - B2B Marketing PodcastHigh Efficiency & Performance B2B Marketing TeamsGary Hurry, VP Marketing at Thomson Reuters, will be sharing his techniques and insights for leading teams who perform optimally, have a high level shared sense of purpose and mission, as well as enjoying what they do a lot more as a result.The 414 is produced exclusively for you as a B2B marketer for you to expand and enhance your professional knowledge each and every week by hearing insights and wisdom from some of the greatest and most interesting minds in B2B marketing.Presented by James Rostance, live from Southampton, UK....
2019-11-2817 min
THE 414 - B2B Marketing PodcastThe Essential Guide To Voice TechnologyVoice technology is going to take off by storm, but unlike previous technology changes - most people already own voice enabled devices, it’s they’re just not using them… yet.Maria Reyes recently quit her high profile agency corporate position to focus on being an advocate and educator on voice technology. And she gives a first class state of the union address on the topic, so that you can be fully up to speed, on what’s to come.As a marketer, it’s vitally important that you understand voice properly now, so that you’re not...
2019-11-2127 min
THE 414 - B2B Marketing PodcastCold Approach Direct OutreachWe discuss the partially controversial topic of Cold Approach Direct Outreach. But specifically, we’ll be looking into the positive sides to it and what it stands to offer if it’s done correctly.Larry Kotch who is an expert in automated outreach, bots, cold email to generate B2B leads, but interestingly… without annoying people.Larry’s entirely focused on doing things properly with cold approach direct outreach, which is also why he’s apparently cracked the code of doing this successfully on LinkedIn. Watching with an open mind is highly recommended because this could end...
2019-11-1421 min
THE 414 - B2B Marketing PodcastB2B Case Studies Re-InventedCase studies in B2B are generally terribly underused, or their content is just so sterile that it has a negligible impact on target customers. Kevin Anderson has arguably perfected the art of turning regular case studies into customer success stories which connect with people at a deep and emotional level.Unless you’re super confident that your website and social media is packed with killer case studies already, you need to watch this week’s show, because it will be truly enlightening for how they should be produced.The 414 is produced exclusively for y...
2019-11-0834 min
THE 414 - B2B Marketing PodcastThe Secrets of B2B Sales & Marketing ChemistryWe discuss the divides, disconnects and the varying levels which sales and marketing teams simply don’t work together as they should.Gert Scholts is a B2B Sales coach who is an expert in getting sales and marketing teams to understand each other perfectly, and deliver record beating sales figures, as a result of a true company team effort.Even if you as a marketing team already work fairly well with sales, Gert will still have a series of revelations for where and how you’re currently not working together as well as you shou...
2019-10-3123 min
THE 414 - B2B Marketing PodcastA Journalist’s Guide To Effective Content ProductionRandom Acts of Content come about when there is no governance in place to help an organisation create content.Jack Dyson, who, as a former journalist and luxury magazine writer has a unique grasp on how to develop a perfectly congruent content strategy, as well as how to get much greater results from working smarter, not harder.Jack will also shares how and why approaching content creation through a journalistic angle will massively increase your content ROI.The 414 is produced exclusively for you as a B2B marketer for you to expand...
2019-10-2525 min
THE 414 - B2B Marketing PodcastB2B Marketing Category DesignSimply producing a product or service which is incrementally better all the time, is actually a race to the bottom.So enter, the practice of Category Design...Elliot Harrison will be explaining in detail why Category Design allows you to knock out your competition through avoiding one-on-one technical comparisons, because you are the king of your own unique category.Apple are masters of this approach, and Elliot will share everything for you to evaluate leveraging this incredibly powerful marketing technique for your company.The 414 is produced exclusively for...
2019-10-1721 min
THE 414 - B2B Marketing PodcastThe Evolution of Content Marketing For B2B MarketersJames Rostance speaks with Catherine Maskell, at The Content Market Association (CMA), about the evolution of content marketing for B2B marketers.Support the show
2019-06-0515 minTHE 414 - B2B Marketing PodcastHow To Leverage Consumer Psychology In A B2B BusinessJames Rostance speaks with Nick King at Autotrader about consumer psychology and how B2B marketers can level up their game and results by bringing this discipline into their strategy.Support the show
2019-05-2815 minTHE 414 - B2B Marketing PodcastB2B Content Marketing Tailored To The Buyer JourneyThis week on the 414, it's about content marketing but specifically tailoring content for B2B audiences to improve audience engagement and accelerate sales.Support the show
2019-05-1513 minTHE 414 - B2B Marketing PodcastHow To Leverage ‘Insignificant’ Data To Skyrocket Sales & Campaign EffectivenessThis week on THE 414, it’s about making exponential increases in sales revenues by putting to use the huge potential of proprietary data which most businesses have, but never even think to use.Support the show
2019-05-0812 minTHE 414 - B2B Marketing PodcastB2B Marketing Industry Trend Tracker & Ignite 2019James Rostance speaks with Joel Harrison at B2B Marketing about this year's industry trend tracker and the annual marketing event 'Ignite'.Support the show
2019-05-0111 minTHE 414 - B2B Marketing PodcastIncreasing Campaign Effectiveness With Out Of HomeOn this week’s show, Sophie Pemberton, arguably the most out spoken champion and specialist in Out of Home, joins us to give the inside scoop on applying data from multiple sources to Digital Out of Home.Support the show
2019-04-2513 minTHE 414 - B2B Marketing PodcastCombining Real Time Consumer Data To Deliver More Effective TV Advertising CampaignsJames Rostance speaks with Mike Shaw at Data XU about bringing together consumer data from multiple sources in real time so that advertisers can deliver significantly more successful TV advertising campaigns.Support the show
2019-04-1804 minTHE 414 - B2B Marketing PodcastFuture-Proofing Marketing: How Businesses Should Take Advantage Of ‘The Perfect Storm’James Rostance speaks with Kevin Joyner at Croud Inc about future-proofing marketing. The competitive advantages for businesses to re-position and reassess their aims within the industry through significant changes to their products and communication schemes in light of the the so called ‘Perfect Storm’.Support the show
2019-04-0904 minTHE 414 - B2B Marketing PodcastHow Customers Are Giving Brands The Edge Through Playing A Direct Part In Product DevelopmentJames Rostance speaks with Benjamin Moncrieffe at C Space about customer-driven growth: brands working in partnership with customers to create better, more desirable and significantly more marketable products.Support the show
2019-04-0104 minTHE 414 - B2B Marketing PodcastHelp The Next Generation Of Marketers By Supporting The New School of MarketingJames Rostance speaks with Ritchie Mehta at the School of Marketing about his mission to fix the greatest current irony in marketing, which is that the industry is failing terribly to market itself as a career option to students at school.Support the show
2019-03-2503 minTHE 414 - B2B Marketing PodcastThe Fight Against Influencer FraudJames Rostance speaks with Jordan Bourse at StyleHaul about how technology can be used to prevent influencer fraud.Support the show
2019-03-1804 minTHE 414 - B2B Marketing PodcastThe Power of Competitions & Prizes To Drive Social Engagement and Increase SalesJames Rostance speaks with Chris Pearson at Element London about getting creative with competitions and prizes to drive social engagement, awareness, and increase sales.Support the show
2019-03-1104 minTHE 414 - B2B Marketing PodcastStrategically Integrating PR With Marketing To Build And Feed Sales FunnelsJames Rostance speaks with Debby Penton about strategically integrating PR campaigns with marketing in order to provide continuous qualified business leads.Support the show
2018-07-3004 minTHE 414 - B2B Marketing PodcastCutting Edge Marketing Strategies For Tech FirmsJames Rostance speaks with Paul Maher to find out which techniques and strategies are delivering incredible results in other sectors, and what he recommends marketers within the tech industry adopt if they want to crush their competitors.Support the show
2018-07-2304 minTHE 414 - B2B Marketing PodcastPerformance Influencer Marketing : AI & Content DNAPerformance influencer marketing, using AI to help set up campaigns, and content DNA to increase recall and effectiveness. James Rostance & Stevie Johnson.Support the show
2018-07-0904 minTHE 414 - B2B Marketing PodcastIn App Advertising – Captive Engaged Users, Minimal AdvertisersEinav Dinur discusses with James Rostance the golden opportunity for brands to reach highly engaged mobile users in the least crowded online environment.Support the show
2018-06-2503 minTHE 414 - B2B Marketing PodcastThe Simple Strategy For Attracting Customers And Celebrity EndorsersJames Rostance speaks with Ryan Palmer, Co-Founder of The London Sock Company to find out about the single marketing strategy that has helped him build a leading fashion business in just 4 years.Support the show
2018-06-1104 minTHE 414 - B2B Marketing PodcastThe Secret For Turning Your LinkedIn Profile Into A Lead MagnetHow to use LinkedIn to position yourself as the go to expert and have prospects coming to you, pre-sold ready to buy. LinkedIn profile expert Naomi Johnson shares the secret behind turning your profile into a true lead magnet.Support the show
2018-05-2804 minTHE 414 - B2B Marketing PodcastMind-blowing Exposure & ROI: How To Get Television News CoverageDiscover the secrets behind the strategy which Richard Branson built his empire on. James Rostance speaks with Kully Dhadda, Founder & CEO of Flame PR to learn about the single most effective free form of advertising.Support the show
2018-05-1404 minTHE 414 - B2B Marketing PodcastBe Bold & Brave To Win Customers [EPISODE 3]Size and spending power does not make you invincible in marketing. In this week’s episode we learn from a true expert who specialises in promoting challenger brands and leading them to steal valuable market share from large brands and market leaders.Support the show
2018-05-0704 minTHE 414 - B2B Marketing PodcastCould Influencer Marketing Be Perfect For Your Strategy?The case for today’s most organic and unbeatable form of marketing, Influencer Marketing.James Rostance speaks with Emilie Quinn, Head of Influencer Marketing at Wildfire Social to determine how Influencer Marketing can benefit, the secret to its power along with the correct approach for any influencer based campaign.Support the show
2018-04-3004 minTHE 414 - B2B Marketing PodcastDiscover How AI & Machine Learning Can Revolutionise Your Work & ResultsMachine learning and AI has been around for many years. We are now at a tipping point where marketers for companies of all sizes have access to this technology and are able to put it to incredible use.Support the show
2018-04-2304 min