Ep 158: Beyond Sodas And Sneakers: The Hidden World Of B2B Marketing

The Friedman Group, LLC

Ep 158: Beyond Sodas And Sneakers: The Hidden World Of B2B Marketing

by Brad Friedman

https://traffic.libsyn.com/thedigitalslice/DS158.mp3

Beyond Sodas and Sneakers: The Hidden World Of B2B Marketing

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Join Brad and Moira Vetter as they dive deep into the intricacies of B2B marketing. They talk about longer sales cycles, sales funnels, what’s boring, and more.

Moira Vetter is the Founder & CEO of Modo Modo Agency, a 4-time Inc. 5000 company, a 2023 U.S. Chamber Top 70 Small Businesses and the 2023 Cobb Chamber Women-owned Business of the Year. Over three decades, Moira has fostered growth for Fortune 500 Global Brands and hypergrowth mid-market companies. She was named the 2022 NAWBO Woman Business Owner of the Year, a 2023 Leader in Corporate Citizenship and received the 2023 AMA Atlanta Lifetime Achievement Award. She is the author of Adventure and former contributor to Forbes and Ad Age.

Moira benefits from her 35 years of working client-side and agency-side across industries and organizations, driving brand leadership and market growth for leading global corporations. Once a college dropout, Moira finished her degree when she was almost 40 and continues to push boundaries and expectations within both the business and marketing communities.

Outside the agency walls, she serves on the executive advisory boards of AMA Atlanta, KSU’s Coles College of Business, 48in48, and Campbell-Stone Retirement Community. Moira authored AdVenture: An Outsider's Inside View of Getting an Entrepreneur to Market and contributed over 200 Forbes articles on how entrepreneurs raise capital and manage money. She recently received the 2023 AMA Lifetime Achievement Award and was named the 2022 NAWBO Woman Business Owner of the Year.”

In this Episode:

• Moira talks about the nuances of B2B marketing.
• Moira says things in the B2B space changed quite a bit during COVID.
• Moira says it's “total crap” that B2B decision makers are boring.
• Moira discusses how sales funnels are used in B2B marketing.
• Moira also talks about the longer sales cycles we see in B2B businesses.

Quotes from this Episode:
“You have to be kind of sophisticated about how you go about building an integrated marketing solution.” – Moira Vetter
“And so one of their stats is that in the sales cycle, only about 5% of B2B audiences are in the market to buy right now.” – Moira Vetter
“It's trying to get people to talk in 10 second, 20 second sound bites about transforming a customer situation, not spending 30 minutes talking about features.” – Moira Vetter
“Some of the coolest people I know are running B2B organizations are CEOs that are changing the world, literally changing the world.” – Moira Vetter
“And so all of those innovations in how media and targeting and broadcast and everything have gone, have changed the face of what is possible for B2B.” – Moira Vetter

Resources:

Moira Vetter:
LinkedIn: Moira Vetter
Podcast: Marketing Madhouse Podcast
Website: Modo Modo Agency

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“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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