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48: Leveraging a Neuromarketing Mindset & Storytelling in B2B Marketing - with Anne Murlowski, VP, Digital and Performance Marketing at Terminus
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Content provided by Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing., Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies, and International Outsourcing.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing., Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies, and International Outsourcing. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
In this episode of "Women in B2B Marketing," host Jane Serra speaks with Anne Murlowski, VP, Digital and Performance Marketing at Terminus, about her journey in B2B marketing and the integration of AI in content creation. They discuss the importance of understanding customer behavior, the role of content in generating demand, and maintaining a unique brand voice amidst AI advancements.
Anne shares insights on the power of relationships in business, the challenges of lead attribution, and the significance of aligning sales and marketing efforts. They touch on the influence of "booktok" on the publishing industry and its marketing parallels with B2B strategies, emphasizing the value of community and supportive networks among women in the field.
Anne and Jane discuss:
- the concept of neuromarketing and its role in understanding customer behavior
- how to understand deeper pain points and needs of customers in B2B marketing
- observing user behavior and building relationships to gain insights
- content development and its role in demand generation
- the changing landscape of SEO, AI, and content development and its impact on demand generation
- effectiveness of AI in short form content creation compared to long form content
- dangers of repetitive content in B2B marketing and the need for uniqueness in content creation
- impact of referrals and building strong customer relationships for growth
- partnerships and the challenges of attributing revenue to partnership efforts
- the value of gated content and the need to move away from lead attribution in marketing
- insight into corporate gifting strategies and the importance of giving meaningful gifts without turning them into advertisements
Key Links:
Guest: Anne Murlowski - https://www.linkedin.com/in/annemurlowski/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
SaaSy Podcast - https://podcasts.apple.com/cy/podcast/saasy/id1714521302
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