Josh Shulman is the Head of B2B Marketing at Innovecs, a global technology company recognized on the Inc. 5000 list for five consecutive years. With a master’s degree in marketing and over six years of B2B growth experience, Josh has honed his expertise in account-based marketing (ABM), content, and distribution strategies. His diverse background spans B2B AdTech, SaaS, video tech, and IT services. At Innovecs, he develops scalable, revenue-based marketing strategies to drive predictable growth.
Here’s a glimpse of what you’ll learn:
- [1:21] Josh Shulman discusses the evolution of marketing in IT services
- [3:56] The crucial role of empathy-based marketing
- [4:51] Understanding customer pain points in account-based marketing (ABM)
- [7:35] Why should the modern marketer pivot from tool-centric to message-centric strategies?
- [13:45] How to set a baseline and test messaging through customer interactions
- [19:55] Strategies for scaling content creation
- [26:34] The advantages of a video-first approach in content marketing
- [30:25] Measuring content impact and conversion beyond basic web analytics tools
- [42:44] The nonlinear and multifaceted nature of the customer journey
- [49:49] Leveraging genuine conversations in a referral-first business model
In this episode…
On this episode of the Tailwind Marketing Podcast, we chatted with Josh Shulman, Head of B2B Marketing at Innovecs. Josh discusses his experiences updating traditional marketing methods with modern strategies like Account-Based Marketing (ABM). He also explores how he has adapted to new marketing challenges, the role of content in driving growth, and the importance of understanding the target audience. Tune in to gain insights into making the most of your marketing efforts in a rapidly changing industry.
Resources mentioned in this episode:
Quotable Moments:
- “ABM positively changed the mindset of marketers to once again think through the lens of their target audience.”
- “Don’t be afraid to admit that you’re new and to run your testing from the perspective of, ‘Hey, we’re relatively new to this.’”
- “The power of your toolset is controlled by the strength of the wielder.”
- “People are more willing to talk to a real person nowadays than one is willing to hear, especially if there’s no sales pitch tied to it.”
- “Attribution is the most necessary and worst thing to happen in marketing; we all love it; we all crave it.”
Action Steps:
- Begin creating content in a medium you’re comfortable with to establish a consistent publishing cadence: This consistent approach builds foundational marketing knowledge and audience engagement.
- Embrace a video-first content strategy to maximize repurposing potential across multiple platforms: Video content’s versatility aids in reaching a broader audience and increasing brand visibility.
- Conduct hands-on experiments in the market to gauge audience response and refine messaging: Direct market testing creates immediate feedback loops for immediate strategy adjustments.
- Engage in authentic conversations with prospects and industry participants to foster mutual knowledge exchange: This builds trust and establishes you as a committed and involved industry presence.
- Work closely with sales teams to align marketing messages with actual customer pain points: This alignment ensures that marketing efforts resonate deeply with the target audience’s needs and challenges.
Sponsor for this episode…
This episode is brought to you by Condor Marketing & Staffing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at CondorAgency.com or email us at support@condoragency.com.
