11 Ways Top B2B Marketers Are Breaking Free of Boring B2B

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How can B2B entrepreneurs in 2021 break away from standard and oftentimes boring B2B efforts?

We’re lucky to have 11 takes on this essential subject from some of the highest subject material consultants in B2B advertising, with a variety of perception on how entrepreneurs can smash via conventional boring-to-boring advertising.

Our third season of the Break Free B2B Marketing sequence of video interviews has given us a brand new group of consultants, influencers, and future-thinkers all gathered for one objective: sharing the methods they’ve damaged free and the way you are able to do the identical for your self, your model, and your corporation.

Let’s soar proper in and see how 11 influential voices in B2B advertising go about breaking via, with actionable ways you may implement in your individual advertising efforts as we head towards 2022.

Minda Harts of The Memo on Having Courageous Conversations

Minda Harts

Minda Harts
CEO and Founder, The Memo

“I think in order to break free, it starts with ourselves,” Minda mentioned.

“We have to be willing to have those courageous conversations and we have to be willing to be courageous listeners, and once we’ve had some time to sit with ourselves and educate ourselves, then I think we allow ourselves to break free,” Minda added.

“We have to be willing to have those courageous conversations and be courageous listeners. Once we’ve had some time to sit with ourselves and educate ourselves, then I think we allow ourselves to break free.” — Minda Harts @MindaHarts Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Minda Harts of The Memo on Having Courageous Conversations.”

Keith Townsend of The CTO Advisor on Bringing Value Through Friction

Keith Townsend

Keith Townsend
Co-Founder, The CTO Advisory

“One of the toughest things as a leader in my own organization — what helped me break free is when I’m willing to have the difficult conversations,” Keith famous.

“Things that we say are difficult conversations, because we’re fearful of the outcome — I’m a big believer that friction brings value at the end of the day. When — you not necessarily inject — friction, but not avoid friction, it usually brings pretty good value.”

“When I’m willing to tell one of my employees or one of my contributors that, ‘You know what, the piece of work that you brought me just isn’t up to our standard.’ None of them just go away and don’t bring me back a revised piece of work. They usually come back with work that impresses me. Because we engage them for a reason and hire them for a reason.”

“To stand out, don’t avoid those difficult conversations.”

“I’m a big believer that friction brings value at the end of the day. When — you not necessarily inject — friction, but not avoid friction, it usually brings pretty good value.” — Keith Townsend @CTOAdvisor Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Keith Townsend of The CTO Advisor on Bringing Value Through Friction”

Dez Blanchfield of Sociaall on Joining the Conversation

Dez Blanchfield

Dez Blanchfield
Founder, Sociaall Inc.

“My only ask is that people join the conversation. That’s all I want people to do. I think that if there was one phrase that if I was going to be buried and put in the grave, on my tombstone would be ‘Just join the conversation. If and when it suits you,’” Dez mentioned.

“The advice I’ve been giving people in the last three to five years is that it was a time when you could do it all yourself. If you were an airline, or a bank, or if you were in health care, or wealth management, if you’re a telco, there was a time when you could do it all, you could run your own telephone systems, run your own technology, stack your own email servers, your own domain name servers. But the complexity is so great now and the speed at which we have to move, is so rapid, and so short, and you know that the demand is for reduced time to market,” Dez added.

“The advice I’m giving people now is: find the best partner choice. In each of the segments, you need to be able to address problems. So if you’re a bank, be a bank, focus on being the best bank, you can, and look for things that are going to disrupt you. But don’t try to be a phone company. Don’t run your own PBX, don’t run your voice systems. If you own a website, don’t become a hosting company. Don’t waste your time running web services,” Dez defined.

“If you’re a bank, be a bank, focus on being the best bank you can, and look for things that are going to disrupt you. But don’t try to be a phone company.” — Dez Blanchfield @dez_blanchfield Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation.”

Tamara McCleary of Thulium on Visions of the Future and Doing No Harm

Tamara McCleary

Tamara McCleary
CEO, Thulium

“It’s tough right now for B2B leaders, and I have a heart for B2B leaders. I have a huge heart for B2B marketing leadership, because marketing budgets are being hacked away — with COVID, 2020 was a huge shake-up, we didn’t even have those live events anymore — think of all the marketing dollars that were going around big events,” Tamara shared.

“It’s always been difficult for the B2B enterprise — whether you were in marketing, sales, IT, or HR — it doesn’t matter. What you’ve been tasked with is, ‘Hurry up and digitally transform yourself to meet the future,’ but you have limited resources to do that, and oh, by the way, continue doing everything you were already doing, under budget.’”

“Be gentle and kind to yourself, because all the stress and pressure you’re under right now — you’re not alone. It’s a new world for all of us, where the paradigm has shifted, and although you have to be mindful of this particular quarter that you’re in, don’t become myopic and focus your thinking only about this quarter. You absolutely owe it to yourself — you’re worth it — to be able to think, ‘What do I need to do to learn how to stay ahead in this technologically advanced world?’ Where in the very near future brands will not own the relationship with the customer — platforms will.”

How are we creating an ecosystem of companions with platforms on the market — whether or not that’s the Googles, the Amazons, or the Microsofts of the world — how are we creating partnerships in order that our services are provided via these middleman digital assistants that may develop into the first individual functioning and giving all the data? Your digital assistant — your little Echo or some other gadget you want to use, goes to develop into extra subtle very quickly, and that’s going to be what your buyer — your human — goes to for info and to deal with all of its mundane duties.”

“If you don’t have relationships with the platforms that house these digital assistant devices, you’re out.”

“Be gentle and kind to yourself, because all the stress and pressure you’re under right now — you’re not alone. It’s a new world for all of us, where the paradigm has shifted.” — @TamaraMcCleary Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Tamara McCleary of Thulium on Visions of the Future and Doing No Harm.”

Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche

Nicole Brady Image

Nicole Brady
Publisher, SAHM Reviews

“Think outside the box — if you see your competitors doing something, don’t do it — do something else,” Nicole mentioned.

“You have to really make a name for yourself — whatever it is — whether it’s sharing your flaws, creating interviews, asking for real feedback from the people who are your consumers, whether it is on a B2B or B2C basis — the people who are utilizing your product or service, and talking to them to find out why they’re dealing with you and why they’re buying your product or using your service instead of somebody else’s.”

“Find out what makes you different and what makes people want to talk to you, and then leverage it. Share those details, and create content around those details. As more and more people are on social media, being able to find those out-of-the-box environmental things that make you tick — that you might not have known — showing them off, that’s the way to do it.”

“Find out what makes you different and what makes people want to talk to you, and then leverage it. Share those details, and create content around those details.” — Nicole Brady @SahmReviews Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche.”

Eric Vanderburg of TCDI on The Changing Cybersecurity Landscape

Eric Vanderburg

Eric Vanderburg
Vice President of Cybersecurity, TCDI

“Stop looking at security as something that’s going to hold you back, or as this big cost factor, and start looking at it as something that will free you. When you talk about breaking free — many companies are held back right now, because of fear,” Eric urged.

“They may not enter that market or do business in this space, or they may not collect this private information, because they’re afraid that it may be exposed — that they may subject themselves to additional liability, and all these other fears — rather than looking at this and saying, ‘OK, I want to do this business.’”

“Certainly it comes at a cost, right — I need to invest in so many different ways, and security is another way to invest. Invest in that and now it allows me to move forward with confidence, rather than shoring up my defenses and only doing what I’m comfortable with.”

“Stop looking at security as something that’s going to hold you back, or as this big cost factor, and start looking at it as something that will free you.” — Eric Vanberburg @vtamethodman Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Eric Vanderburg of TCDI on The Changing Cybersecurity Landscape.”

Sarah Barnes-Humphrey of Shipz and The Art of Consistent Change

Sarah Barnes-Humphrey Image

Sarah Barnes-Humphrey
CEO, SHIPZ

“Lean into your teams and allow them to really shine from a social media perspective. I say that from a LinkedIn perspective, because I think we need more voices on a platform like LinkedIn — interacting, sharing thoughts, and really supporting teams, and being able to share those thoughts,” Sarah famous.

“I also think that teams are handling a lot of things right now — there are a lot of things coming at them — they’re handling a lot of emotions when it comes to their teams. I want to make sure that supply chain leaders and marketing leaders are taking time for themselves and making sure that they are not only checking in on their teams, but checking on each other and themselves as well.”

“I want to make sure that supply chain leaders and marketing leaders are taking time for themselves and making sure that they are not only checking in on their teams, but checking on each other and themselves as well.” @bevictoryus Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Sarah Barnes-Humphrey of Shipz and The Art of Consistent Change.”

Liam McIvor Martin of Time Doctor on The Revolutionary Power of Remote Work

Liam McIvor Martin

Liam McIvor Martin
Co-Founder, Time Doctor

When it involves distant and hybrid work, Liam has years of expertise and many of useful recommendation.

“Do it. Try it. Pre-COVID I would have told everyone, ‘Hey, you know what — why don’t you make a couple people remote?’ Or why don’t you make a department remote? You can’t do that right now — you have to jump in full-on. If you’re not already remote, you’re probably not going to do that, because of how long we’ve already been in COVID — but fundamentally, measure your metrics, create very clear documentation of all of your processes, and communicate effectively with your team,” Liam mentioned.

“If you can do those three things, and people can continuously report metrics to you, regardless of whether you’re using a tool like Time Doctor or even if you’re using an Excel spreadsheet — defining those metrics and saying, ‘I got X amount of leads today, and this is on target for my Q3 goal.’ That’s going to be great — you’re going to be doing better than 90 percent of people.”

“Even if you choose to go back inside of an office, those things that you’ve done are fundamentally going to make your company run faster.”

“My estimate is that after COVID is over, we’re probably going to float to around 50% of the US workforce working remotely.” — Liam McIvor Martin @vtamethodman Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Liam McIvor Martin of Time Doctor on The Revolutionary Power of Remote Work.”

Oliver Christie on Making Life Better With AI

Oliver Christie of PertexaHealthTech Image

Oliver Christie
Chief Artificial Intelligence Officer, PertexaHealthTech

“I think it’s about asking a big question, and some of it is quite challenging — where could your company or industry go if you have a blank slate? We need that big question. We need leadership to get the artificial intelligence (AI), the tools, and the data — that’s all secondary — but what is that big question? I think that’s the best that any leader could ask,” Oliver famous.

“I think that the next big leap is going to be our products and services are going to be much more reactive to who we are.” — Oliver Christie @OliverChristie Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Oliver Christie on Making Life Better With AI.”

Tim Crawford of AVOA on The New Normal

Break Free B2B Marketing Tim Crawford

Tim Crawford
CIO Strategic Advisor, AVOA

“The big thing is understanding your customer and their customer. Once you understand that second degree of separation — not just the first degree — it really puts you in a differentiated position,” Tim defined.

“Understand what’s in your wheelhouse and what’s not, but never, ever forget to always look at it from the customer’s lens. Don’t just look at it from your lens of ‘Hey, this is what we do. This is what we sell. Our product can do X for you.’ That’s a bad place to start.”

“A better place to start, and a place I look for as a customer is, ‘Who are you in the relationship for?’ If you start with understanding me, and have shown you’ve done a little bit of homework, that’s going to take my wall down a little bit, and start to build trust.”

“Building that trust in those relationships is key to success moving forward. Authenticity, experience — add it to the list.”

“The big thing is understanding your customer and their customer. Once you understand that second degree of separation — not just the first degree — it really puts you in a differentiated position.” — Tim Crawford @tcrawford Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Tim Crawford of AVOA on The New Normal.”

Kevin L. Jackson of GC GlobalNet on the Future of Cloud Computing

Kevin L. Jackson of GC GlobalNet

Kevin Jackson
CEO, GC GlobalNet

“You operate in a global and interconnected industry. Realize that you contribute most to your industry when you build and contribute to that global network,” Kevin noticed.

“You really break free through collaboration and open dialogue with your colleagues and partners.”

“You operate in a global and interconnected industry. Realize that you contribute most to your industry when you build and contribute to that global network.” — Kevin Jackson @Kevin_Jackson Click To Tweet

Watch, take heed to or learn the total interview by checking our the total weblog put up “Break Free B2B Marketing: Kevin Jackson of GC GlobalNet on Cloud Computing.”

Smash Through Boring B2B Marketing

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We hope you’ve discovered the ways, insights, and ideas from Kevin, Tim, Oliver, Liam, Sarah, Eric, Nicole, Tamara, Dez, Keith and Minda to be eye-opening as you propose your individual B2B advertising within the lead-up to 2022.

For much more perception from main B2B entrepreneurs, make sure to additionally try our Inside B2B Influence sequence of video interviews and podcasts, together with the most recent that includes Justin Levy of Demandbase (shopper), in “Inside B2B Influence: Justin Levy of Demandbase on Optimizing B2B Marketing with Influence.”

Creating award-winning B2B advertising with an clever combination of affect takes appreciable effort and time, which is why many corporations select to work with a high digital advertising company comparable to TopRank Marketing. Contact us immediately and tell us how we can assist, as we’ve performed for companies starting from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.



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