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    In Growth We Trust: Marketing | Growth | Startups

    🔮 Live episode from Money 20/20 in Amsterdam with Irina Chuchkina, CMO at Volt.io

    Tue Jun 11 2024
    B2B MarketingConferencesBrand AwarenessSocial MediaInfluencer StrategiesMarketing ChannelsAI in MarketingCreative Marketing

    Description

    This episode covers various strategies and techniques for successful B2B marketing. It explores maximizing opportunities at conferences, building brand awareness and credibility, leveraging LinkedIn and social media, influencer strategies in B2B marketing, effective marketing channels and strategies, harnessing AI and data analytics in marketing, and creative marketing techniques.

    Insights

    Money 2020 is a major FinTech conference focused on B2B and various financial services technologies.

    Companies attending large conferences should have a structured plan with specific goals to maximize opportunities and outcomes.

    Building a social media presence, especially on LinkedIn, is emphasized for B2B brands to establish credibility and trust.

    Enthusiasm and genuine pride in products can help generate interest and engagement on social media platforms.

    Utilizing LinkedIn effectively can drive brand awareness, partnerships, and sales.

    Improving personal branding on social media platforms like LinkedIn can have a significant impact on professional image and networking opportunities.

    Influencers in the tech industry are gaining more followers and engagement than traditional media outlets.

    CEOs and founders embracing personal social media accounts can open new doors in B2B marketing strategies.

    Key channels for marketing include website optimization, thought leadership content, email marketing, and PR

    Events can be used for demand generation strategies and connecting different marketing channels

    AI developments offer opportunities for tasks like content generation, website optimization, and lead generation.

    Marketing AI tools have not fully utilized available data to provide comprehensive recommendations yet, especially in areas like PPC campaigns.

    Utilizing merchandise and direct marketing channels more effectively can be powerful in standing out

    Engaging with the audience on platforms like LinkedIn can foster interaction and connections within the community

    Chapters

    1. Maximizing Opportunities at Conferences
    2. Building Brand Awareness and Credibility
    3. Leveraging LinkedIn and Social Media
    4. Influencer Strategies in B2B Marketing
    5. Effective Marketing Channels and Strategies
    6. Harnessing AI and Data Analytics in Marketing
    7. Creative Marketing Techniques
    Summary
    Transcript

    Maximizing Opportunities at Conferences

    00:01 - 07:18

    • Money 2020 is a major FinTech conference focused on B2B and various financial services technologies.
    • Companies like Vault measure marketing return at conferences through strategic planning, setting up meetings, and intentional networking.
    • Having a structured plan with specific goals is crucial for companies attending large conferences to maximize opportunities and outcomes.
    • Face-to-face interactions at events like Money 2020 are highly valued despite the rise of digital media for pipeline generation.
    • Strategic preparation, targeted outreach, and multi-channel campaigns are essential for success in generating meetings and deals at events.

    Building Brand Awareness and Credibility

    06:48 - 13:58

    • Event predictability can vary based on factors like size, format, and industry.
    • In B2B marketing, brand awareness is crucial for competitors and potential clients to see your presence.
    • Building a social media presence, especially on LinkedIn, is emphasized for B2B brands to establish credibility and trust.
    • Utilizing personal profiles on LinkedIn can enhance engagement and trust with the audience.
    • Enthusiasm and genuine pride in products can help generate interest and engagement on social media platforms.

    Leveraging LinkedIn and Social Media

    13:39 - 20:55

    • Utilizing LinkedIn effectively can drive brand awareness, partnerships, and sales.
    • Webinars became popular during COVID as a replacement for events but led to webinar fatigue.
    • YouTube is an underutilized channel that can be optimized for SEO and reach potential customers searching for specific topics.
    • Running workshops on building social media profiles can help team members position themselves as experts and share insights internally.
    • Improving personal branding on social media platforms like LinkedIn can have a significant impact on professional image and networking opportunities.

    Influencer Strategies in B2B Marketing

    20:26 - 27:19

    • Influencers in the tech industry are gaining more followers and engagement than traditional media outlets.
    • B2B strategies are now mirroring influencer-creator strategies seen in B2C marketing.
    • Fintech brands may struggle to compete on social media due to red tape and brand guidelines.
    • Some corporate leaders effectively use ghostwriters for social media posts to maintain a genuine image.
    • CEOs and founders embracing personal social media accounts can open new doors in B2B marketing strategies.

    Effective Marketing Channels and Strategies

    26:56 - 34:26

    • Founder's expertise in creating viral content can greatly benefit marketing efforts
    • Key channels for marketing include website optimization, thought leadership content, email marketing, and PR
    • PR is a powerful tool for generating positive news and attracting investors
    • Events can be used for demand generation strategies and connecting different marketing channels
    • Website optimization team consists of various roles like VP of marketing communications, designers, and web developers

    Harnessing AI and Data Analytics in Marketing

    33:56 - 40:44

    • Analyzing data metrics like view rates and conversion to improve website performance is crucial for startups.
    • AI developments offer opportunities for tasks like content generation, website optimization, and lead generation.
    • An ideal AI tool could provide website audits and recommendations for improvement based on data analysis.
    • While AI tools can offer recommendations, there is still a need for human judgment in implementing technical and operational changes.
    • Marketing AI tools have not fully utilized available data to provide comprehensive recommendations yet, especially in areas like PPC campaigns.

    Creative Marketing Techniques

    40:15 - 42:55

    • Utilizing merchandise and direct marketing channels more effectively can be powerful in standing out
    • Adding a unique twist to regular objects can help in making them stand out among others
    • Trying new and unconventional promotional items and activation methods can make marketing more interesting and engaging
    • Engaging with the audience on platforms like LinkedIn can foster interaction and connections within the community
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