S3E11 - Buying journey buy-in

The buying journey isn’t linear. Try asking the people (non-marketers) you work with to think back to the last time they purchased B2B SaaS software. Ask follow-up questions about that buying journey. You’ll be surprised at how effective this is to make them realize how faulty their preconceptions about linear marketing funnels and buying journeys are.

In this week’s episode, Max and Jonas discuss the non-linear B2B SaaS buying journey, how buying is messy in practice, why you need to get buy-in on it from your non-marketer colleagues, and how this facilitates better marketing and sales alignment. They also talk about how this will lead to more relevant marketing tactics and get you better ideas from your team.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E10 - The alignment myth

Sales & marketing alignment. Is it a myth? A lot of companies still try to align marketing & sales by making them become friends. Share desks in the office. Calling them a revenue team. Making them go for beers together. But this is not how you create actual alignment between your sales & marketing departments. Making these teams share the same goals (and drinks) often leads to failure.

In this week’s episode, Max and Jonas discuss what marketing & sales alignment is not about, how messaging consistency is crucial for proper alignment, and why focusing on signals is more important than generating leads. With the right feedback loops and continuous conversations and (some) shared metrics, you can turn the sales & marketing alignment myth into reality.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E9 - Distribution comes first

Distribution, in essence, is the practice of reaching your target audience. In B2B SaaS marketing, you’d want to do that as directly as possible to prevent waste. You need to figure out where your buyers spend time and how you can meet them there. Distribution can range from paid media efforts to organic social and even search. Distribution, as a concept, is quite broad.

In this week’s episode Max and Jonas discuss how, if you want to excel at distribution, you need to tackle a few things. You first need to understand how your audience makes purchases, and plan your distribution accordingly. Aside from that, you’ll want to consider repurposing existing content, keeping content fresh to perform well in AI search, and set up a multichannel distribution strategy.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel