Crafting impactful B2B content with Ryan Morel

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Joining the show is a marketing powerhouse that came from the B2C world of mobile advertising but is now leading marketing at a major B2B SaaS company. Ryan Morel is the SVP of Marketing at Flexe.

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Ryan goes deep into the stories told by B2B content, how to tell a great story through marketing, and why you should change your medium before you change your story. 

Takeaways:

  1. Marketers need to fight the urge to say too much. By keeping your content brief, you can dedicate more time to crafting it and making it more thoughtful. This way, each piece of content you create is more valuable to your audience.
  2. Your content needs to have a story and a structure. You also need to understand which channels you are going to use and which parts of the story each channel will tell.
  3. The difference between a good story and a bad story is who the story is about. Many companies, especially early in their lifecycle, craft stories about the company. These are less effective than stories that revolve around the customer.
  4. When using an enterprise sales motion to grow a SaaS company, marketing should provide support for BDA or SDR teams. The sales team will have a much easier job as the company’s brand awareness grows within the market.
  5. Avoid being too reliant on a single channel as buying behavior can change quickly. A great example of something that caused buying behaviors to change rapidly was the Covid-19 pandemic. Overnight budgets were slashed and buyers had new challenges.
  6. It’s easier to change marketing channels than it is to change the story of your content. If your marketing tells a clear story, then you can be flexible with the channels you use to distribute the content.

Quote of the Show:

  • “When we can create brief, but also impactful and clear messages in the voice of the customer, that drives meaningful results” – Ryan Morel

Links:

Shout Outs:

  • Principles by Ray Dalio
  • Annie Duke – Author and poker champion
  • Lonesome Dove by Larry McMurtry
  • The Knowledge Project – Podcast

Ways to Tune In:

Featuring:
Ryan Morel

Ryan MorelSVP of Marketing, Flexe

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
53:42
Categories:
Creative + UX
Marketing

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