Highly Questionable Marketing

Episodes

1. 16

   The False Struggle in B2B Marketing

   Most marketing teams are under more pressure than ever before to get results. They're stuck in the false struggle continually diagnosing marketing tactics looking for bumps in growth without ever getting in a better place to hit the next goal. We're on a mission to help marketing teams get out of...

   Apr 15, 2022

   24m
2. 15

   Is B2B Marketing in The Revenue Era or is Marketing Just Getting Harder?

   All of this talk about revenue at all costs in B2B Marketing—Revenue as the main KPI and now marketers claiming we're in the revenue era—we take this topic on again for an updated look at if we're really in the Revenue Era or is something else going on.

   Jan 28, 2022

   20m
3. 14

   The B2B Dark Funnel: Commonsense or Nonsense

   B2B Marketers are now focused on the dark funnel and dark social for their go to market strategy. Is this the greatest trend in B2B marketing or is it just a bunch of nonsense? Is the key to creating demand inspiring and entertaining your buyers and how do you do this as a B2B marketer?

   Jan 21, 2022

   21m
4. 13

   Are B2B Marketing Teams Over Aligning to Revenue?

   With every martech vendor and agency pushing to measure marketing on revenue or bust we take this topic head on to discuss if B2B marketers should truly be measured on revenue as their main KPI or is the pendulum swinging too far to one side?

   Jan 7, 2022

   17m
5. 12

   LinkedIn Posts We Love & Time to Stop Mediocre B2B Marketing

   Highly Questionable Marketing heavily questions a lot of the advice given to B2B marketers, but we take a bit of a different approach. We find posts that we love and do a deeper dive into why we love them. The pendulum continually swings too far to revenue for B2B marketers and you need in-house...

   Dec 31, 2021

   17m
6. 11

   Our Highly Questionable 2022 B2B Marketing Predictions

   We break down our 2022 predictions for next year—some of them highly questionable. Will marketing finally get a breakout year or is sales-led still the main go to market strategy for the foreseeable future? Not everything is a prediction—some opportunities for marketers to capture going into 2022...

   Dec 25, 2021

   28m
7. 10

   Hacking Your Pipeline with These 10 B2B Growth Hacks

   We breakdown an ad targeted at B2B marketers with 10 "quick" pipeline hacks you can implement in a crunch. Is this just some highly questionable marketing or is this something marketing teams should execute on. We also give some more practical marketing advice as we breakdown each hack.

   Dec 18, 2021

   27m
8. 9

   Is Splitting the B2B Marketing Funnel the Key to Revenue?

   Lead-based top of the funnel marketing is not effective as it used to be—but does that mean you should completely kill it? There's been a lot of discussion on splitting the funnel to focus on finding more high-intent buyers, but that sounds a lot easier said then done. We discuss splitting the...

   Dec 10, 2021

   12m
9. 8

   What's the Biggest Mistake B2B Marketers make?

   We go a little long this week to have a more casual discussion around two fun topics—first what is the biggest mistake B2B marketing teams make—with two slightly different takes centered around no scalable growth lever and not getting the story right. We transition off the beaten path to talk…

   more
   Dec 3, 2021

   27m
10. 7

    Should you Measure B2B Marketing on Sales Qualified Opportunities (SQOs)

    There's some fierce debate going on with the most successful ways to measure B2B marketers. The wrong KPIs and metrics incentivize the wrong behavior. There's been a stronger push to measuring B2B marketers on revenue and Sales Qualified Opportunities. This sounds great but we want to dive deeper...

    Nov 19, 2021

    17m
11. 6

    Is Creativity Your B2B Marketing Competitive Advantage?

    Join Jay Baron, CEO Elevate Demand and Joergen Aaobe VP of Marketing as they discuss two hot topics—is Product-Led Growth simply a free trial, and what about the other "led growths". And we go deep into the idea that creativity can be your competitive in advantage in B2B marketing.

    Nov 12, 2021

    16m
12. 5

    Category Creation the Ultimate B2B SaaS Strategy?

    Lots of buzz around category creation today as the main way growth lever for B2B SaaS and B2B marketing. We debate if creating a category is just another hype filled buzzword with vague promises of differentation and more revenue or if it really is something B2B marketing teams should put...

    Nov 5, 2021

    11m
13. 4

    Is A/B Testing a Waste of Time in B2B Marketing?

    Unpopular opinion-marketing should not be running A/B tests to find better ads, better copy, better landing pages. Great B2B marketers continually learn and adjust to find the best combinations to create demand and drive growth. In this episode Jay Baron CEO of Elevate Demand is joined by Jorgen...

    Oct 29, 2021

    13m
14. 3

    Should Marketing Pass Leads to SDRs or AEs?

    Jay Baron CEO of Elevate Demand is joined by Joergen Aaboe VP of Marketing and Elizabeth Conn VP of Growth Marketing for 2 new B2B marketing hot takes. They'll discuss if marketing should pass their leads to SDRs and even if SDRs should sit under sales or marketing. Then they break down if...

    Oct 24, 2021

    15m
15. 2

    Is Lead Generation Dead in B2B?

    Jay Baron CEO of Elevate Demand brings Joergen Aaboe VP of Marketing and Elizabeth Conn Director of Growth Marketing bring you 2 hot takes with some hotly debated topics. They'll discuss if lead generation is dead is really dead in B2B and break down the idea that your team is your greatest...

    Oct 16, 2021

    11m
16. 1

    Does Brand Create Demand in B2B

    Jay Baron CEO of Elevate Demand and Joergen Aaboe VP of Marketing bring you two hot takes on two great topics. Does brand marketing really create demand for B2B companies? Should your marketing team invest time and energy creating a category?

    Oct 1, 2021

    10m