In this episode of 'The Problem with B2B Marketing,' Kevin Sutherland speaks with Jason Miller, Head of Marketing at Jigsaw, ex-Marketo - and former B2B Marketing evangelist at Linkedin - about a specific and critical challenge affecting the performance of content marketing for so many firms.
The discussion centres on the foundational issues in B2B content today, including the ‘lost art’ of positioning, messaging, and value propositions. They explore how brands often focus more on tactics over strategy, leading to diminishing returns and increased costs.
Jason emphasises the need for a clear messaging framework and outlines the role of creativity and community in building a successful marketing strategy. The episode also touches on the impact of AI - especially on entry-level careers - the importance of passion projects in avoiding burnout, and the necessity of finding innovative ways to connect with audiences.
Over 40-ish minutes we cover:
03:27 The Lost Art of Positioning and Messaging
08:05 The Evolution of B2B Marketing Strategies
11:52 The Importance of Brand and Creativity
21:13 Challenges for Entry-Level Marketers in the AI Era
23:41 The Importance of Short Form Video and AI
24:01 Complaints About Virality and Algorithm Hacks
25:06 Balancing Life and Carving Out Time
30:31 The Role of Community in B2B Marketing
33:15 The Impact of AI on Content and Messaging