Unless you’ve been living under a rock, you will know we started a podcast to bring to you expert specialists in the world of startups, tech marketing, branding, PR, journalism and more. In the latest episode we chatted with Gregory Kennedy, a seasoned marketing leader with over 20 years of experience leading global tech marketing, content, brand, and communications strategy for high-tech companies such as InMobi, AdRoll, and Sojern. Most recently, as the founder of BrandZen, he helps startups and tech companies to scale with as their fractional CMO. On the pod, it was our mission to extract all the insights we could on marketing for B2B tech marketing. And now, it’s categorised into sections for you.
If you want to catch the full conversation and/or read the transcript, click here.
The Importance of Authenticity and Risk-Taking
One of Greg’s core messages is the importance of authenticity in marketing. He emphasises that being genuine and true to your brand is crucial, especially in the early stages of a startup. After all, you don’t want to sound and feel like a cookie cutter template of a company. Authenticity helps build trust with your audience, making your brand more relatable and memorable.
In addition, Greg encourages taking risks and being controversial when necessary. In the crowded digital space, standing out is essential, and sometimes that means pushing boundaries. However, this is not meant to be taken to the extreme, it doesn’t mean you should go crazy. He also cautions against taking risks without careful consideration. It could backfire! For example, think of Apple’s iPad ‘crush commercial’. Seeking guidance from experienced professionals can help navigate these waters effectively.
Consistency in Content Creation
Consistency is another key element Gregory highlights. He advises startup founders and tech marketing executives to dedicate time regularly to content creation. Whether it’s writing blog posts, creating social media content, or developing marketing materials, setting aside time and sticking to a schedule is vital.
As an avid cyclist (though we didn’t get much time to talk about that), Greg draws parallels between marketing and endurance sports, where consistency in training leads to success. Similarly, consistent efforts in content creation help build a strong online presence over time. It develops the corresponding muscles, making it easier to execute over time.
Leveraging Social Media Platforms
On the pod, Greg shared some great practical advice on leveraging social media platforms effectively. He acknowledged the dynamic nature of platforms like LinkedIn and Twitter, where algorithms frequently change. His recommendation is to experiment continuously and find what works best for your brand.
For B2B startups, LinkedIn is particularly valuable. For Greg, LinkedIn has become the go-to platform for B2B tech marketing, replacing even traditional blogging. He advises posting directly to the feed, engaging with the community, and maintaining a consistent presence.
When it comes to Twitter, Gregory highlights the value of its niche audience, which includes tech industry experts, founders, CEOs, investors, high-level thinkers and enthusiasts. He believes Twitter is an excellent channel for B2B marketing, provided you can navigate the platform’s challenges and engage meaningfully with your audience.
Ideas Are Worthless, Execution Is Everything? Actually, No
Ideas are actually quite important. While execution is critical, he believes that having a plethora of good ideas is what drives successful tech marketing campaigns over time. In a world where AI might make execution easier, the uniqueness and creativity of ideas will be the key differentiators. So Greg advises startup founders to generate a high volume of content ideas and to find unique angles to keep audiences engaged.
Avoiding Content Burnout
Content burnout is a common challenge in the fast-paced world of startups, or for anyone new to marketing. Greg’s personal strategy for avoiding burnout includes enjoying what you do and maintaining consistency even if it means not always putting out the most optimum piece of content. He also drew on his experience in endurance sports, where sticking to a routine and pushing through difficult times is essential.
For those struggling with content creation, Gregory suggests seeking help from others who can provide support, feedback, and ideas (see, they are important). He also highlights the importance of having a team that is comfortable with being idea generators without needing ownership or credit for the work.
Understanding the Pulse of Your Audience
A crucial aspect of effective tech marketing, and pushing the boundaries effectively, is understanding the audience’s pulse. In the podcast, Gregory stresses the importance of being in touch with the current mood, sentiments and anxieties of your audience. In the context of recent technological advancements and AI, there is a lot of concern and anxiety among people. Marketers need to be sensitive to these feelings and craft their messages accordingly.
Again, the example of the Apple commercial illustrates how misjudging the audience’s reaction can lead to negative feedback. Marketers should strive to be interesting and bold, but they must also be aware of the broader context and public sentiment.
For more insights from Gregory, you can follow him on social media platforms like LinkedIn and Twitter, or visit his website, BrandZen.
Also, check out:
BrandZen – New Paradigms in B2B Marketing
Runway podcast: Silicon Valley veteran Gregory Kennedy on B2B startup marketing
