Mastering B2B Content Magic: ABM, AI, & More W/ Sarah Noel Block

Quotes

“It’s all about the value. Are you actually understanding who your customer is, what their challenges are, what their triggers are that gets them to start looking for a solution in the first place? And then preemptively building content around that.” – Sarah Noel Block, (4:11)

“The biggest transformation [the client] gets is that they get on the same page. What is their value proposition? That session brings everyone together and they finally see that they are saying the same thing, they are just saying it differently.” – Sarah Noel Block, (23:50)

“[Video] is great for service based businesses because they are essentially buying a person, they are buying their expertise. They have to work with that person, so they have to know them and they have to like them and want to spend time with them. So bringing in your customer-facing people, your subject matter experts that are already in your company, and having them be the content creators for your business is huge and it really cuts down the sales cycle.” – Sarah Noel Block, (9:24)

Mastering B2B Content Magic: ABM, AI, & More W/ Sarah Noel Block

Join hosts Shawn Black and Jim Robinson as they explore the essentials of content marketing, advanced strategies like account-based marketing (ABM) and artificial intelligence (AI), and the transformative power of workshops. In this enlightening episode, special guest and marketing guru Sarah Noel Block expands on the art of content marketing in the B2B realm and unearths actionable insights that will elevate your B2B content marketing game.

The Tiny Marketing Experience

After working in the marketing realm for industries like construction, building materials, and building services, Sarah founded Tiny Marketing to help B2B entrepreneurs and small businesses with tiny or nonexistent marketing departments focus on what matters most. Sarah’s streamlined strategies shorten the sales cycle, build trust with potential clients before the sales process starts, and create a more automated selling experience through inbound marketing.

“It’s all about the value. Are you actually understanding who your customer is, what their challenges are, what their triggers are that gets them to start looking for a solution in the first place? And then preemptively building content around that.” – Sarah Noel Block, (4:11)

When Sarah kickstarts a collaboration with a client, they will participate in a StrategicSpark session, which is a workshop with the company’s stakeholders designed to define a company’s message and create a marketing opportunity report. Clients receive a customer avatar, a messaging strategy, a content strategy, and a marketing strategy all rolled into a StrategicStory.

“The biggest transformation [the client] gets is that they get on the same page. What is their value proposition? That session brings everyone together and they finally see that they are saying the same thing, they are just saying it differently.” – Sarah Noel Block, (23:50)

Account Based Marketing

For industries that target big contracts, like construction, they benefit greatly from account-based marketing (ABM). Account-based marketing is creating a target list of companies that a business has a desire to work with and then identifying upcoming projects that make sense to collaborate on. Then the business wanting to partner with target companies markets to them directly with content that speaks to their projects and pain points.

Recent marketing content that is proving to be favorable is podcasting and video, and for construction and facilities companies especially, blogging has done exceptionally well. All three of these content types present the opportunity to build a rapport with target audiences before contact is established.

“[Video] is great for service based businesses because they are essentially buying a person, they are buying their expertise. They have to work with that person, so they have to know them and they have to like them and want to spend time with them. So bringing in your customer-facing people, your subject matter experts that are already in your company, and having them be the content creators for your business is huge and it really cuts down the sales cycle.” – Sarah Noel Block, (9:24)

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