B2B Buyer Enablement, Community and Marketing Effectiveness
In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B.
Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders.
The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their strategies with business objectives and effectively communicate the value of their efforts.
About Richard O'ConnorRichard’s career spans B2B and B2C media, events and SaaS. He has run commercial teams at several leading private and public businesses, including Centaur, The Independent Newspaper, UBM, Informa and RELX. He also led a multi-year commercial transformation programme for UBM, which involved the design and delivery of a sales and marketing operating model in EMEA, Asia and the US. He was also part of the integration team following the acquisition of UBM by Informa.
Richard currently leads B2B Marketing, a Community Intelligence business with a portfolio of specialist conferences, awards, marketing services and Propolis - the multi-award winning global community for B2B Marketing Leaders. Launched in 2021, Propolis has grown rapidly into the go-to community for many of the world’s leading B2B brands.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Richard O'Connor | Dom Hawes
Websites: B2B Marketing | Selbey Anderson
Timestamped summary of this episode00:00:00 - Introduction and Marketing Challenges
00:02:42 - Propolis: Community Intelligence in B2B Marketing
00:06:27 - The Broken Client-Agency Model
00:10:30 - Haggling vs. Trading in Negotiation
00:12:22 - Shifting Focus to Buyer Enablement
00:12:48 - Rethinking Sales and Marketing Alignment
00:13:40 - Buyer Enablement and Sales Role
00:15:19 - Joint Responsibility for Revenue Generation
00:16:31 - Community Engagement and Procurement Challenges
00:20:01 - Importance of Strategic Alignment and Outcome-driven Approach
00:26:01 - Centralization and Decentralization in Marketing
00:28:23 - Language and Understanding ROI
00:31:18 - Marketing Effectiveness and Propolis Community Index
00:37:45 - Christmas Wishes and Future Discussions
00:38:49 - Wrapping up the Holiday Season
00:39:12 - Festive Greetings
00:39:19 - Show Wrap-up
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