CABs, Customer Advocacy Boards.

Little known wonders of the B2B marketing toolkit.

While they’re not right for every business and for every stage of growth, it’s an important one to cover off. Because it could help you close the loop on the growth cycle.

We get another truly helpful expert, this time in CABs, to come talk to us all about it in this week’s episode. Taylor Bogar joins us right in the midst of building another set of CABs, sharing some market leading insights on them!

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Our guest this week almost needs no introduction!

Setting aside the fanboying from us, our guest share some real marketing wisdom that we’re sure everyone can benefit from!

Rand Fishkin, probably well known to most of our listeners, is the founder of SparkToro - an audience research tool that we’ll get into more in the episode. He’s also the Cofounder of Moz, one of the world’s largest SEO companies.

He and the team at SparkToro are doing amazing things to help the little guys when it comes to audience research and doing the type of marketing that just doesn’t work for the big boys in town. And that’s a good thing!

He generously share some of his view points, which we couldn’t agree more with here at The B2B Playbook.

Some key highlights:

• Paid channels’ incentive right now is attribution, not conversion!
• Demand generation is infuriatingly hard, if not impossible to measure. So that’s why most marketers don’t do it, and as a result it’s a huge opportunity because costs are low and inventory is high.
• Personas can be limiting, as they often don’t reflect the breadth of people within a collective group. They should be broad and diverse, but they’ll still allow you to understand where they get their information from and how the groups are made up. That type of personas are truly useful.
• When you change the fundamental question at the core of your marketing strategy, you open up the possibility for a more effective, long term and valuable relationship. When that transactional nature fades into the background and a value giving relationship is had, lots of things improve. Think of a tinder relationship vs meeting someone through friends.
• A ton to learn from classic marketing thinking, but the world is nuanced and requires a tailored approach.
• Value building events offline, particularly small ones, are immensely satisfying and rewarding.

Tune into this week’s episode for more!

Links To Mentioned Resources:

https://twitter.com/randfish

https://sparktoro.com/

You can find more helpful content and resources at theb2bplaybook.com. Sign up to our newsletter for the latest news and summary of the best content.

If you enjoy the podcast. Would you kindly consider leaving a short review? It takes only a minute and helps make a big difference in getting those amazing guests! We also love getting your insights by reading the reviews!

Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies.

As we get into further areas of study, one such area to look further into is education ecosystems.

Why do companies invest so much time into building an education hub? What are the benefits, and what are examples of good and bad ones?

In this episode, we’re exploring those questions as well as how to go about building one for yourself.

It’s the next level up on being helpful with your content. And one that has a lot of impact. But only if it’s right for your business!

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00:00 Introduction: Building an Education Ecosystem

01:00 The Five B Framework Overview

02:00 The Role of Education in Brand Building

03:00 AI's Influence in Modern Marketing

04:20 Real-world Examples: SAS Platform

05:10 HubSpot and Segment as Leading Examples

06:40 The Pain Points in B2B Marketing

07:50 The Power of an Education Ecosystem

13:30 Automating Knowledge for Business Growth

14:50 The Benefits of an Education Ecosystem

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S05 E106 - The B2B Playbook

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