Mastering B2B Marketing
By JRM Web Marketing
Mastering B2B MarketingDec 16, 2022
Refocusing Your LinkedIn Content For Your ICP | Daniel Murray
In this episode of the Mastering B2B Marketing podcast, Jesus shares his experience of creating content for web developers on LinkedIn instead of his ICP, B2B SaaS marketers, and how it led to his content becoming too technical and losing sight of his goals. With the help of Daniel Murray, Jesus was able to refocus and create content that resonates with his target audience. Tune in to learn how to avoid making the same mistake and create valuable content on LinkedIn for your ICP.
Why Podcast Rebrand
In this episode, Jesus McDonald shares about real podcast burnout and why he is rebranding the podcast.
Subscribe to the show.
How You Know You Are Doing SEO Well | Alex Boyd
Many B2B companies think they are doing SEO well by having their basic website SEO down like page titles, meta descriptions, image alt tags, links, etc. But it’s way more than that. So how do you know if you are doing SEO well? In this episode, Jesus McDonald brings on Alex Boyd who is the Founder and CEO of RevenueZen. Alex is a B2B rabble-rouser and growth aficionado based in Portland, OR. His agency, RevenueZen, helps B2B companies grow sustainably and profitably through organic marketing strategies via SEO and LinkedIn.
Why Most Marketing Agencies Don’t Drink Their Own Kool-Aid | Chris Roche
Many marketing agencies talk about what you are not doing and what you need to be doing. Not a lot of them practice what they preach. Why is that?
In this episode, Jesus brings on Chris Roche who is the CEO and Founder of Catalyst Consulting - a revenue and pipeline growth-focused marketing agency.
Roche began his entrepreneurial journey after college, launching a SaaS company to help facilitate the research and communication from high school athletes to college coaches/recruiters. After scaling that company to a successful exit, Roche headed up marketing and sales for Iron Forge - a custom software development shop, scaling their revenues from $250,000 to $3,000,000 in annual sales.
Roche founded Catalyst 12 months ago with the simple goal of taking his unique sales/marketing skill set and working with a small group of B2B SaaS companies.
Why You Need To Get The RFP Right | Ashley Cohen Chandler
As marketers, we always need additional resources and we need to hire outside help. For many, the RFP process is standard practice. But so many things can go wrong with the RFP process and make life miserable for all involved. That is why you need to get the RFP right. In this episode, Jesus brings on Ashley Cohen Chandler, who is a Partner at Tenx4, to dive deep into this topic. Enjoy.
One Way To Transition From B2B Marketer To Entrepreneur
Everyone is leaving their 9 to 5 job. Well, at least it feels that way. It seems like every marketer is posting about it on LinkedIn these days. Are you thinking about leaving your full-time marketing job? Are you thinking about doing a marketing side hustle? Are you getting advice about it? In this episode, Jesus talks about how he made the transition from being a full-time corporate marketer to a full-time entrepreneur. Jesus also talks about the thoughts and emotions he had when he was making the transition. Enjoy the show.
Feel free to message Jesus on LinkedIn for tips on how to transition from your job to running your own thing.
Why You Need To Hire A Demand Gen Expert | Janelle Amos
Demand generation is becoming more popular now than ever. You hear it a lot on LinkedIn, "create demand" but do you know what demand generation is? Do you know how to create demand? Do you know why and when you need to hire a demand generation expert? In this episode, Jesus McDonald brings on Janelle Amos who is the Founder & Demand Gen Consultant of Elevate Growth. Janelle Amos is a former in-house head of demand gen gal who took her experience from several startups to pursue her own aspirations of becoming a business owner. Janelle is passionate about helping B2B SaaS companies create go-to-market strategies that catapult their demand gen efforts and achieve their revenue numbers.
Keys To Creating An Outstanding B2B Website
Your website is your 24/7 salesperson. It greets visitors and conducts transactions even when you're sleeping or otherwise living life. A slow website or one that lacks functionality is enough to make buyers bounce off. In this episode, Jesus McDonald is brought on as a guest on the B2B Marketing & Copywriting podcast hosted by Linda Melone. Jesus talks about the most common mistakes and issues he sees on websites that cost businesses money. And you often won't know about them... until it's too late. Check it out.
The Power Of Video | Stephen G. Pope
You hear it a lot on social media, "content creation and distribution" but nobody is telling you how to do it. With so many technologies out there today and avenues to go down, what works best for your busy schedule? How can you create content and post on social media platforms consistently? In this episode, Jesus McDonald brings on Stephen G. Pope who is the Founder & CEO of SGP Labs. After Stephen sold the tech company he grew to $2.6 million/year, he looked back and knew it could have been done even faster. He got clear on the simple actions that generated revenue and learned everything he could about marketing, video, and social―now he helps entrepreneurs grow fast by avoiding all the trial and error.
WordPress Over Webflow
We still receive a lot of questions about Webflow from B2B marketers. That is why we are repurposing this episode where Jesus McDonald breaks down why WordPress is better than Webflow and talks about things you should seriously consider.
The JRM Web Marketing Story
Over the years, Jesus McDonald has been asked about why he started JRM Web Marketing, especially when he's a guest on other marketing podcasts. He has refined that story over time and recently Jesus has been inspired by Dave Gerhardt's book, Founder Brand, where the idea to record this episode came from. In this episode, Jesus shares a short story about why he started JRM Web Marketing and how he's bringing real website solutions to B2B marketers through WordPress website development.
Reasons Why Your Website Copy Matters | Linda Melone
JRM Web Marketing recently went through a website redesign and partnered with Linda Melone, who is a certified conversion copywriter. Linda rewrote all of JRM's website copy. In this episode, Jesus and Linda discuss the conversion copywriting process for JRM, the deep insights from customer interviews, the new value prop, and more. Partnering with an expert gives you a fresh perspective on your website. That's exactly what happened for us and it was worth every penny because we learned so much about our approach to the market and our customers.
Check out our new website here: jrmwebmarketing.com
An Effective Strategy For Inbound Leads | Jackie Hermes
Almost every marketer we have interviewed on the show has told us LinkedIn is the best B2B social media platform for inbound leads. It's so true and we are seeing it with JRM Web Marketing. In order to see results, you need to have a LinkedIn strategy and post consistently. Many marketers have a strategy but few post consistently. In this episode, Jesus McDonald and Jackie Hermes discuss marketing strategies, why posting consistently matters, experiments, and more.
Jackie Hermes is the CEO of Accelity which is a Milwaukee, Wisconsin-based agency that helps SaaS startups get to revenue and grow faster. She is also the co-founder of Women’s Entrepreneurship Week.
Fear Stops You From Talking To Customers
Having a podcast show requires deep patience and a good strategy in order to see real business results. Your inbound leads that come from the podcast and your customers can provide you with insights. In this episode, Jesus McDonald is interviewed by Kap Chatfield on the B2B Podcasting show. They discuss podcast strategy, tactics, fears that stop us from getting deep customer insights, and more.
How To Talk To Your CEO About Marketing | Carl Ferreira
Have you ever had a great marketing idea or strategy and proposed it to your CEO but he or she didn't understand it? This happens a lot with marketers. What we tend to do is get critical and frustrated with our CEO who doesn't "get" marketing. It's easier to point the finger at why things aren't going well in marketing. It's difficult to look inward and be self-aware of the fears and insecurities that we may bring into that meeting with our CEO. Sometimes, we just flat out are not good at selling our idea and we need to learn how to be better salespeople in order to present (sell) our ideas and strategies to our CEO effectively.
In this episode, Jesus McDonald brings on Carl Ferreira, who is the Director of Sales at Refine Labs, formally Team Lead and Senior Account Executive at HubSpot. They discuss how to approach your CEO, the things your CEO cares about, how to sell to your CEO, and how to buy software from an experienced salesperson.
Advice On Becoming VP Of Marketing | Wendy Perilli
As B2B marketers, we are always thinking about the next steps in our careers, like how do we climb the corporate ladder? Is this the right company to work for? How do we deal with disadvantages in the workplace? What's the difference between Director of Marketing and VP of Marketing? And many other thoughts that come to our mind. We sometimes need perspective to help direct our path forward. Wendy Perilli joins the show to discuss her experience with these topics.
Wendy is currently the VP of Marketing at PeerSpot. She is a Silicon Valley marketing leader that has over 20 years of experience that spans companies such as ServiceNow, VMware, Github, and Druva, along with many startups. She has held executive positions in every aspect of marketing throughout her career. She has also been partnering with Firstboard.io, and is one of their original founders, to drive more diversity with women on boards.
How To Think About Customer Insights & Analytics | Sam Kuehnle
Many B2B marketers post on social media about needing to have a business narrative that drives content marketing, about needing deep customer insights and analytics, or about needing a solid strategy and good tactics. It's the same content you see on social media over and over again. It gets boring and stale. Nobody is talking about what those deep insights are. Nobody is talking about how you should think about customer insights and analytics. That's why Sam Kuehnle joins the podcast to discuss this topic. Sam is a VP of Demand Generation at Refine Labs where they are on a mission to help B2B companies dominate categories and unlock growth through a combination of marketing strategy, research, and specialized execution.
Why You Should Consider Advertising On TikTok | Alexander Ferenczi
Alexander Ferenczi, Chief Problem Solver at Advocaczi, joins the podcast for the second time. He has a lot of experience with Ecommerce and has deep insights when it comes to direct-to-consumer (DTC).
This episode discusses:
- Why B2B companies should still do digital advertising even though they are crushing it on organic.
- How advertising on TikTok has been successful for Alex's customers and the tactics B2B marketers can start doing to get momentum.
- Why your website is an important piece of your social media and digital advertising.
Why Specialization Is Better Than Full-Service | Sam Moss
Sam Moss, Co-Founder at 1Click Agency, joined Jesus McDonald, CEO at JRM Web Marketing, on the podcast to talk about why specialization is better than hiring a full-service marketing agency. Both Sam and Jesus run B2B web development agencies. They are competitors in the B2B space, very active on LinkedIn, and are friends who stay in touch. They broke down the importance of working with an agency that is 100% focused on the service you need and are really darn good at it. They also talk about reasons why B2B marketers should consider a website audit. This is a must-listen episode as they share their personal experiences as both B2B marketers and agency owners.
How Sales And Marketing Should Work Together | Nick Bennett
It's difficult to know how sales and marketing should work together.
As a B2B marketer, you want to make sure you aren't just an order taker at the end of the day.
In this episode, Jesus interviews Nick Bennett who is the Director of Field, Community, and Partner Marketing at Alyce.
Nick shares how marketing and sales should be under one true revenue team starting with the CRO.
Marketing, Sales, and CS should all be under one revenue team.
Everyone should be responsible for the same number at the end of the day. It's not siloed.
Everyone should have the same goal that they're aiming for.
You also want to add value to sales while building the relationship.
Demand Generation Strategies That Work | Scott Gelber
The type of keywords to hook your ideal audience matters. It's helpful to use a number in your copy. For example: If you want to save 15% or more on car insurance… Take it a step further though to understand the motivation of your ideal audience. In this episode, Jesus McDonald interviews Scott Gelber who is the Senior Marketing Manager at NYSHEX (New York Shipping Exchange). Prior to NYSHEX, Scott worked for Diligent Corporation and Honest Buildings (Acquired by Procore Technologies) helping them build out demand generation strategies and processes. He’s experienced in demand generation, marketing operations, and sales development. Scott talks about how crucial the creative is for B2B marketing and the most effective demand generation strategies.
What A Winning Website Looks Like
When it comes to B2B websites, it is difficult to know what a winning website should look like, when to outsource website development (domestically), and what the critical things are that we should be watching out for.
Two scenarios in which it makes sense to outsource your website development to a website partner:
Scenario 1 - You don't have an in-house developer, your website is breaking, outdated, and you need to move fast with your marketing.
Scenario 2 - You have an in-house developer or two but they are overwhelmed with projects and tasks. You can hire a website partner to handle the overflow in order to meet your deadlines.
In this episode, Jesus McDonald was a guest on The Marketing Meeting podcast. Jesus shares not only about B2B website development but also about LinkedIn and podcasting tips.
Why WordPress Is Better Than Webflow
We have received a few questions from B2B marketers about why we choose WordPress over Webflow and what do we think about the two platforms and which one is better. Webflow has become a shiny object. There are some things that are concerning about Webflow and that you should seriously consider for your marketing. In this episode, Jesus McDonald shares why WordPress is better than Webflow.
TikTok Makes You A Better Content Creator | Todd Clouser
Some B2B marketers think TikTok is a great social media platform for organic reach while others think it's only for young people. Didn't Facebook and Instagram start with just young people? Is TikTok the next platform for B2B marketing? Should you start a TikTok account? In this episode, Jesus brings on Todd Clouser who is the Senior Brand Marketing Manager at Refine Labs. Todd is active on TikTok and shares his experience as a content creator.
How To Scale Your Online Community | Nisha Baxi
In this episode, Jesus interviews Nisha Baxi who is the Head of Community at Gong. Nisha shares about how to build an online community, how to manage it, and what works best.
Meet The Market Need
As a B2B marketing professional, you work with all kinds of agencies. A common frustration with agencies is their lack of customer service, responsiveness, and communication. Also, their account manager changes all the time. In this episode, Jesus McDonald, CEO at JRM Web Marketing, is interviewed by Stephen Rosenthal who is the host of the Business Over Breakfast podcast. Jesus shares his frustrations working with marketing agencies as a digital marketing manager, why he started a B2B website development company, and more.
NFTs & Smart Contracts For B2B Podcasting Services | Stephen Rosenthal
Jesus McDonald brings on Stephen Rosenthal who is the Founder and CEO of Aurra Media which is a podcast agency for B2B brands. They talk about how podcast interviews are a top-of-mind strategy and how to make B2B podcasting work. They also talk about NFTs and smart contracts for B2B podcasting services.
Exact Podcast & LinkedIn Process | Sam Moss
When it comes to podcast interviews the top-of-mind strategy works. It requires patience, being a relationship builder, and having a solid strategy in place. Sam Moss, founder of 1Click Agency and B2B Made Simple podcast host joins the show. He shares his exact podcast and LinkedIn process.
Sam's LinkedIn: linkedin.com/in/sam1ca
1Click Agency Website: 1clickagency.com
WordPress Is Stable And Secure
"WordPress is not secure and can get hacked." - this is a classic response that we get from people. In this episode, Jesus McDonald talks about the reality which is any website can get hacked whether on WordPress or not. Jesus also shares that WordPress is stable and secure, and questions you should be asking your website developer or website partner.
How To Take Your Content Strategy To The Next Level | Chris Walker
In this podcast episode, Jesus McDonald interviews Chris Walker, who is the Founder and CEO of Refine Labs, which is a progressive demand generation firm based in Boston. Chris shares about entrepreneurship, leadership, LinkedIn, his content strategy journey, and what they are going to be experimenting with soon when it comes to social media.
Update On Our New Podcast Name! :)
Some Exciting News... We Are Going To Be Changing The Podcast Name!
Hey guys! Some exciting news...
We are making a big change with the podcast.
I'd love to get your vote on our new podcast name. 🙂
Go to my latest LinkedIn post and vote! linkedin.com/in/jesus-mcdonald
Conversion Copywriting... Unveiled
In this podcast interview, I talk with Linda Melone, who is a B2B conversion copywriter and the founder of The Copy Worx.
Linda breaks down her process:
1. Research. This is the biggest part of preparing to write. From websites to customer reviews. This also includes interviewing people to dig in order to get to the root.
2. Writing & Editing. More like assembly because there are blocks of all these different pieces of research and she starts plugging them in and putting them together.
3. Testing & Validation. Put it out there to see how people respond. The whole idea is to get a measurable result.
Linda also mentioned in the interview a noticeable issue that she sees with websites which is that people don't know their own value, like value proposition. What is it that separates you from everybody else?
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How To Get Better At Copywriting
This short clip is part of a podcast interview that I did with Camille Trent, who is now Head of Content at Dooly.
Camille shares her advice and tips:
- It all starts with good communication
- Then level up by adding personality
The problem people make is trying to overcomplicate content.
Just simplify it.
What point are you trying to get across? What's the value? What do people actually care about? How can you make people feel it?
Don't try to get clever with your copywriting. 😉
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If You're A Marketer And Your CEO Is...
If you're a marketing professional and your CEO is...
- Resistant to new marketing strategies
- Caring more about the sales team
- Transactional and not relational
- Not seeing value in marketing and your work
- Always thinking about the cheapest solutions
Then go find a new job. Life is too short.
The future belongs to those who are investing in their online presence.
If you stay, your marketing results will stink and you will have little to no growth.
If they are not investing in marketing then they are not investing in you.
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Here's One Extra Step You Can Do On Your Website To Increase Efficiency
When a lead fills out your website form, have the lead book a time directly from the sales rep's calendar (via Calendly or HubSpot) as part of the form submission.
I'm seeing a few B2B companies doing this and I think it's genius.
It's not forcing the lead and here's why:
1. They have pricing on their website so the lead knows the starting price
2. Their website forms are somewhat lengthy so only serious inquiries fill it out
3. Next is booking a date and time with a sales rep. The lead is more than likely to do it because they need the service
Something to definitely consider.
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I Don't Focus On Podcast Analytics
I don't remember the last time I checked my podcast analytics. 😳
For me, it's a personal branding approach, a top-of-mind strategy, and a form of business networking.
Without a podcast, I wouldn't have the LinkedIn and YouTube content that I have today. 🤯
Without a podcast, I wouldn't have the inbounds leads and customers that I have today.
Instead of focusing on podcast analytics, focus on creating valuable content for your audience consistently.
This is the way I see it:
If you're focusing on podcast analytics to determine the success of your podcast then yeah you're going to burn out.
It takes time to build something amazing.
Be patient and keep creating. 💪
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What Community Means In A Digital World | Interview with Zoë Hartsfield
In this podcast episode, I interview Zoë Hartsfield, who is the Community/Partner Manager at Dooly.
She shares what community means to her and what she's been learning about them.
Hope this brings you and your team value.
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Updates On The Jesus McDonald Experience Podcast
I'm excited to share some recent updates about the show!
Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald
Exciting Changes Happening For The Jesus McDonald Experience Podcast
Hey guys! A lot of exciting changes are happening for The Jesus McDonald Experience Podcast.
New intro music, short video clips, and more!
Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald
WordPress + BuddyBoss = A Solid Paid Private Online Community
Facebook groups are good for starting a paid private online community on a low budget. They have the platform already built for you to meet your basic needs.
But if you want to take your paid private online community to the next level and you have the budget, then I recommend the following:
WordPress + BuddyBoss
And here’s why:
You control the environment 100%
What does that mean?
That means no ads that will distract your community.
Facebook has so many ads on its platform.
The fewer distractions the better for your community.
This alone will help your community to focus and drive more revenue.
You also control the user experience from start to finish. It’s 100% customizable to meet your needs/wants.
No more social media algorithms controlling your posts.
There are so many benefits to having your own platform.
It takes time and money, but it’s definitely a great investment if you’re serious about building a solid online community.
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LinkedIn Not Only Drives Leads, But It Also Reinforces Your Value | Interview with Jackie Hermes
In this podcast episode, I interview Jackie Hermes who is the CEO of Accelity which is a Milwaukee, Wisconsin-based agency that helps SaaS startups get to revenue and grow faster.
She is also the co-founder of Women’s Entrepreneurship Week.
Talking points:
1. What motivated Jackie to post regularly on LinkedIn
2. What inspired her to become an entrepreneur
3. How Accelity differentiates themselves from their competitors
4. Jackie’s ideal client
5. Advice and tips for B2B marketing professionals
6. Changes happening in our industry and marketing experiments
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Refine Labs: 100% Inbound Leads
In this short clip, I talk with Angelica Taylor, who is the Senior Brand Marketing Manager at Refine Labs.
Angelica focuses on all internal marketing.
They do no spend behind all their marketing initiatives. 🤯
It's 100% inbound leads.
All of their closed business comes from inbound.
Angelica does more of the strategy like:
- Determining what type of content goes on the podcast
- What guests come on to the show
- What topics to talk about
- Copywriting and figuring out the podcast titles and descriptions
- And more
Angelica also manages the company page on LinkedIn: Refine Labs
She has done a phenomenal job taking the company page from 1k to 11k followers. 👏
When it comes to podcasting, they use Hatch for podcast editing. (which I'm now looking into lol)
All their podcast appearances come 100% inbound because they built a solid brand. (the power of brand)
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LinkedIn + Website = More Inbound Leads
I saw someone post on LinkedIn that their friend told him that he doesn't need a website because he has LinkedIn.
If you care about getting new business, then yes, you do need a website.
It doesn't matter if you are a social media influencer or not, you still need a website.
I post daily on LinkedIn and receive DMs, but at the same time, other people visit our website and fill out our contact form.
You get more inbound leads by having a website. Don't limit your inbound leads.
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Brand Marketing at Refine Labs | Interview with Angelica Taylor
In this podcast episode, I interview Angelica Taylor, who is the Senior Brand Marketing Manager at Refine Labs.
Angelica is also a former professional ballerina. She danced professionally with the Joffrey Ballet in Chicago for a year after a lifetime of classical ballet training.
Talking points:
1. What Angelica does at Refine Labs
2. Not everything in B2B marketing can be tracked
3. Tips for B2B marketing professionals
4. Content creation, podcasting, and websites
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Why I Started A Podcast And My Exact Process
This is a special podcast episode. I had the pleasure of being interviewed by my good friend, Justin Brown at Motion. 🔥
I share the following:
1. Why I started my podcast
2. My exact process
3. Why I provide the audio and video versions of my podcast episodes
A lot of valuable (free) content here.
I hope the episode brings you and your team value.
To learn more, visit: motionagency.io
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B2B & B2C Are The Same When It Comes To Marketing | Interview with Matthew Holman
In this podcast episode, I interview Matthew Holman who is the Head of Growth at QPilot, an eCommerce technology startup focused on repeat delivery.
Matthew's passion for both technology and marketing finds a perfect blend in eCommerce - something he has worked in as a consultant and operator.
Before joining QPilot, Matthew led marketing at Essential Hub, a shipping technology company.
Talking points:
1. What inspired Matthew to choose a career in marketing
2. What we learned from Dave Gerhardt's Marketing Group (DGMG)
3. Why B2B and B2C are the same when it comes to marketing
4. Tips for B2B marketing professionals
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Content Is Still King
Content is still king.
Web design is queen.
All the bells and whistles help a website get to the next level but without the right content, it goes nowhere.
Google knows this so it uses that to rank your site.
Invest in a copywriter. Or two. :)
Copy + Design = $$$$
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Improving Your Website Performance Is Not A One-Time Project
Hey guys! I recorded this podcast episode in my car. Improving your website performance is not a one-time project. 🤯
Speed and user experience have been a huge focus for our clients this year.
Why? Because Google really cares about this.
Here's how to improve your website performance:
1. Go to Google Lighthouse so they can measure your website
2. Add your website URL and run your audit
3. Google Lighthouse will generate a report for you
4. Send that report to your website partner or web developer
And by the way, if you really care about improving your speed and user experience then understand that this is not a one-time project.
Ask your website partner or web developer about their ongoing maintenance plans that are focused on improving your website performance (via Google Lighthouse).
I recommend a monthly maintenance plan so you get the best website performance for Google and your website visitors.
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Here Are Some Good 2021 Web Design Trends That I’ve Seen So Far
1. Bold colors and bold titles
2. Use of audio
3. Parallax transitions
4. Retro fonts
5. 3D animations
6. Dark mode on websites
The B2B companies that have a design that is modern, user-friendly, fresh, and uses animations have already set themselves apart from their competition because they have a premium design. You can easily tell by the look and feel.
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Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald