B2B Marketing - A Guidebook for the Classroom to the Boardroom

Uber as the largest mobility company does not own any cars. AirBnB as the words largest accommodation company does not own any hotels. Facebook as the words leading content generator does not create any content itself. So, why do industrial companies still think needing to own their equipment and machines? Maybe because Jeremy Rifkin´s hypothesis about "outdated" top managers is valide?

Matthias Schlipf from the Munich University of Applied Science currently runs the biggest study in the area of EaaS in order to enable B2B Marketers applying the concepts and models of the B2B Marketing Guidebook to also initiate and facilitate this paradigm shift in industrial companies in order to sustainable assure the survival of European industrial not only small and medium but also large-size companies. 

Tune-in to this groundbreaking coffee talk and learn what you need to learn and understand to get you into the EaaS-economy!

This third BEST OF of the B2B Marketing Guidbeook podcast episode dives into the ever-more important topic of conent. Uwe is featuring terms such as Content Enablement, Smart Content, Customer Centricity or Contingence-centric Content Management. Tune-in and listen what leading B2B marketing experts such as Alexandra Enders from HILTI, Mark Herten and Johnathan Barrett from PUBLITEK, Lukas Konszuniak from GROW or Olaf Mörk share with us on all these topics. 

Tune-in and enjoy!

Switch on and take a virtual seat for a unique coffee talk with one of only 20 B2B Marketing professors in the world - and for sure one of the leading ones in that area.  "It's time for innovations" and "technical sales is dead" are just two of the surprising and very clear statements made by Waldemar Pfoertsch, a man who has seen it all, experienced a lot and therefore needs to know. 

As a long-time friend and companion of the marketing legend, mastermind and guru Phil Kotler, author of the book "Marketing 4.0", Waldemar Pfoertsch is one of the world's leading professors in the field of B2B marketing  and his contribution as author of the B2B Marketing Guide is further proof and indicator of the importance of this book even before its publication and how important this new educational and standard work will be for B2B marketing as a new standard and textbook for many years to come - not only for marketers but even more so for industrial managers, leaders and executives. 

Tune-in and meet one of the leading marketers in the Americas Mr. Julián Garritz. Uwe and Julián jointly authored the Spanish version of the already best selling German original edition of the 50 pages "B2B Marketing Essential" with highly recognized Springer Publishing.  The B2B Marketing Essentials are perfect companions for getting an overview on next practice industrial markeing. This is the perfect management book for your non-marketer-boss and already available in five languages...

In this episode Julián gives an overview on the B2B Esencial and explores brilliantly the different challenges the B2B marketers in the Americas are facing. With his amazing background and experience from clients in Mexico and Peru down to Argentina, Julián for the first time in-depthly elaborates on the these regional differences - and he knows what is he talking about because after all James Bond is only that successful in the region as Julián is serving Universal Pictures, among other international clients, in different countries across the globe with award-winning campaigns. 

Tune-in, enjoy and get the book with this link: https://amzn.to/36Exz4G

This is the second part of this so enriching coffee talk on data-driven management with Dale Vile from Freeform Dynamics. Tune-in and learn how you can get started developing a data-driven corporate environment and what it takes to overcome silo thinking. Dale and Uwe are also elaborating latest findings in regards to financial benefits and advantages of data-driven organizations as they perform significantly better then their peers without the required data infrastructure.

If you want to also quickly self-assess your own organization for free in regard to data-driveness and predictive intelligence, then you can use this link: https://www.survio.com/survey/d/R9D4E6N6A2A0F3X5O.

The feedback on the episode with Lukas Strohmeier on "Central Business Intelligence" was overwhelming, This is why we decided to elaborate more on this ever more important topic. Tune-in to this episode with Dale Vile, co-founder of Freeform Dynamics, and international one of the most recognized industry experts when it come to data-driven management and business intelligence. Dale recently published a research paper on data-driven management in Europe and uncovered that only 5 - 8 % of European companies can be considered as data-driven. This means the vast majority is flying in blind flight. In this little coffee talk between the B2B Marketing Guidebook editor uwe and Dale, you will learn what this means and how to overcome this dilemma. If you want to also quickly self-assess your own organization for free in regard to data-driveness and predictive intelligence, then you can use this link: https://www.survio.com/survey/d/R9D4E6N6A2A0F3X5O.

For more information, do not hesitate to contact us. 

Do you have a "Social CEO"? Why is Markus not really into Marketing KPIs? What role plays an "authentic narrative" in corporate influencing? If you want to take the acceleration route with corporate influencing you should definitely tune-in to this coffee talk with your host Uwe Seebacher and Markus Weinländer on how also especially small companies can place their content in the global communication landscape without large budgets. One method is the use of corporate influencers – own employees who take up the company's topics on social media platforms and transport them with an authentic, personal touch. The advantages for the company: A wider reach beyond the official corporate channels, a richer communication design by the experts, as well as positive effects on the brand and overall perception.

Happy listening!

This is the third episode on Marketing Automation introducing the last paper on that topic. Uwe welcomes the young sympathetic Marketing professional from Mexico and talks with her about her case study on MA from a multi-national company. Based on Mariana´s experience MA can serve as a central docking station that brings together other important marketing technologies (MarTech), which according to research amount to about 8.000 solutions as of 2020. Mariana considers this fact and the fact that the decision-making processes for technology investments within B2B organizations are driven by cross-functional stakeholders as main reasons why choosing the right marketing automation platform must be considered as an endeavor involving a great deal of alignment efforts and probably a redefinition of the role of marketing within the organization. This podcast episode gives a sympathetic insight into this highly interesting practical contribution to the book.

The B2B Marketing Guidebook covers the important topic of Marketing Automation in three papers. Alexaner Mrohs in his article cover the organization-strategic dimension as MA plays the central role in inbound strategies. Marketing automation in accordance Alexander does not only change customer interaction throughout the entire customer life cycle, but also the way the organization works together. This podcast episode shows how marketing and sales can be empowered by Marketing Automation. Uwe and Alex in their coffe talk discuss and raise some of the issues why  Marketing Automation is an organizational framework and therefore has to be seen as a management issue. 

For getting an idea of the other B2B Marketing Guidebook papers on Marketing Automation tune in to the episodes with charming Mariana Romero-Palma and top-consultant Lutz Klaus.

In this second part of the coffee talk with Mark and Jonathan the new process framework is being discussed in regard to performance management and return on investment. Uwe will also evolve with Mark and Jon on how to change the position from being driven by Google algorithms and get into the driver postition.

SEO Analytics is not a new topic but a content evergreen. "Out of frustration" this new "Content Optimization Enablement" framework was developed in order to enable B2B marketers to "spend the budgets for the right things". This process framework has been implemented across the globe and across all different sizes of organizations. It generates impressive RoI and enables B2B marketers to move away from key words and moving to actually working leads. In this first part of the SEO coffee talk with Mark and Jonathan you learn from the SEO professionals as such why so many articles have been written on SEO Analytics but the ever important core message was neglected - the customer. Mark and Jonathan are proclaiming the so important paradigm shift also from an organizational perspective and all of a sudden all becomes so clear why so many companies fail with SEO. 

Tune-in and start to be amazed! 

In this coffee talk Nils and Uwe are talking about how to successfully prepare, deploy and what to expect from digital marketing in the country of the rising sun. Nils surprises with many interesting facts, findings and also quotes such as the one from Facebook mogul Mark Zuckerberg stating that he wants Facebook become like WeChat. Have you come across this "disruptive" quote? What does it mean? Tune-in and learn what you can expect from this promising article in the B2B Marketing Guidebook. And also let yourself get surprised with what Uwe surprised his guest in this episode...

Share, like and comment - we look forward to hearing from you at b2bmarketingguidebook@gmail.com.

Her article is one of the many highlights of the B2B Marketinbg Guidebook. For the first time ever an article is published on this powerful B2B Marketing Canvas, of which its mastermind also believes being applicable and relevant not only for B2B but also for the B2C marketing. Tune in and get some first insights on how to leverage your marketing with this one of a kind template. In this enriching coffee talk Susanne for the first time tasks openly about the reasons for her developing that powerful tool. She talks about her very personal life changing moments of truth, her passion and her beliefs. Who never had the chance to see this so positive, vivide and enthusisastic young lady live on a stage must not miss this unique opportunity of meeting her virtually in this very special coffee talk. 

For our fast growing community in the US it might be of interest that Susanne will be featured at the globally largest Inbound Marketing event in September in Boston. 

Happy listening!

In this second part of Brand Management in B2B Vera and Kirsten reveal some of their secrets on how to realize brand management even in such a conservative B2B sector. They provide further insights into this new innovative lean model for brand management and describe further details of their article published for the first time on this topic as part of the B2B Marketing Guidebook. If you have always tried to implement brand management in your B2B company, but have failed internally, then you should not miss this second episode of the podcast Brand Management in B2B with Vera and Kirsten.

Have fun listening!

Who needs Brand Management in B2B? What is the added value? Who has budget for this "puffy fluffy" topic? If this is what you experience every day then this coffee talk with Vera and Kirsten will be the one for you. Vera and Kirsten are talking for the first time very openly on a proven approach for lean brand management for B2B marketing. Never ever before this model has been published. In this first part of this coffee talk and B2B Brand Management "authenticity" and "positioning the companies being interesting" are only two excerpts of many strong messages and statements of these two sympathetic ladies.

Tune-in!

Currently the entire B2B marketing worlds seems to be driven by MarTech stack. But what´s about B2B Marketing Strategy? What would be the time to put that "puffy fluffy" topic on our agenda for Next Generation B2B Marketing? And what would be the best way of doing that without big budgets? Alex Cairns with over 20 years in B2B Marketing on both sides, clients and agencies, has developed an eight step B2B Marketing process framework based on templates and guidelines. For the first time Alex is publishing his "secret of success" in the B2B Marketing Guidebook. In the coffee talk Alex and Uwe are discussing this unique and one of a kind B2B Marketing Strategy process model, the relevance of strategy across all sizes of organizations and the pitfalls B2B Marketing managers have to be aware of. Do not miss this fully packed coffee talk episode on another unique and highly relevant topic.

Stay tuned!

He is the "Grand Senior" in B2B Marketing. Since more then 20 years Joel Harrison is working in that area. With his B2B Marketing organization he runs one of the globally leading  event series called "IGNITE". In this first episode of the B2B Marketing Guidebook podcast Uwe and Joel are touching many exciting topics such as the new role of marketing managers as "change managers", differences between the anglo-american situation in B2B marketing and the one in Europe, but also necessary adoptions of development programs for marketing professionals. Interesting to learn that Joel puts the ball in the DACH corner as " Austrians and Germans tend to act more structuredly  in the area of learning and development" in contrast to their Anglo-American colleagues who rather learn everything by doing and on their job. 

Tune in and be suprised on on how future marketing organizations will look like and what will happen to companies who will not fully leverage next generation B2B marketing as Joel draws a dark picture for them...

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