Welcome back to our new series, “Feeling B2B”, where we travel to the heart of the B2B marketing landscape. In our debut installment we took a look at unconventional B2B marketing experiences with The Tilt’s Joe Pulizzi and are excited to introduce the next chapter of “Feeling B2B” with marketing expert Pam Didner, VP of Relentless Pursuit. Join us as we delve deeper and discover Pam’s unique perspective on creating joy for customers in marketing, what she loves about B2B marketing, and so much more.
This video interview series was created by TopRank Marketing in collaboration with MarketingProfs B2B Forum, an event that brings together the brightest minds in the B2B marketing industry. B2B Forum 2023 will take place in Boston October 4-6 and also features online participation options.
With a dynamic background of over 14 years at Intel and a current role as a consultant and distinguished author, Pam brings a fascinating perspective to B2B marketing and recently sat down with our CEO Lee Odden to take a look at the importance of emotion in B2B marketing .
Drawing inspiration from her personal experience with yoga, Pam examines the benefits of finding joy in the process itself, including a memorable lesson from a yogi that rings especially true in B2B marketing: How joy can be a driving force. With this insight, Pam encourages marketers to instill joy in their work, creating marketing experiences that resonate emotionally.
“Can you find joy in B2B marketing and find joy in what you do? I think it’s a very important emotion and experience when you do your job”. —Pam Didner @PamDidner Click to tweet
Pam and Lee also explore her long-standing involvement with MarketingProf’s B2B forum, as she recalls memorable moments from the event (watch the video below to find out what they are) and takes a look at the power of unity in the B2B marketing community . Pam also explains how MarketingProf’s B2B forum helps marketers discover that their challenges are shared and that they are not alone in their journey.
Stay tuned as we continue to traverse the B2B marketing landscape in the “Feeling B2B” series.
Watch the video now and be sure to let us know if you’re feeling B2B!
Thank you, Pam, for sharing your unique perspective and enriching our understanding of the emotional heart of B2B marketing. Be sure to also check out the interview with Joe Pulizzi in case you missed it, and we hope to see you at #MPB2B in October.
Stay tuned for more exclusive conversations in the #FeelingB2B series and mark your calendar for the upcoming MarketingProfs B2B Forum 2023. This is where industry pioneers gather to exchange insights, share experiences and propel B2B marketing into the future.
Visit mpb2b.marketingprof.com to learn more!
PLUS: Get $100 off individual registration and $300+ for groups of three or more using our special code “TOPRANK” when you register here.
How to connect with Pam:
See Pam Speak on #MPB2B:
October 4th: 9am to 3.30pm
Here is the full transcript of this conversation between Pam and Lee:
Lee: Welcome to the Feeling B2B show, a limited interview series featuring conversations with some of the B2B marketing industry’s most prominent voices, brought to you by the good people at the MarketingProfs B2B Forum.
I’m your host Lee Odden and today we’ll be speaking with B2B marketing expert, consultant, author, keynote speaker and speaker at the MarketingPros B2B Forum 2023 conference. Her name of course is Pam Didner. Pam spent over 14 years in B2B marketing roles at Intel before founding her own consulting firm. She has authored numerous books, has been an adjunct professor at several universities, and due to her deep B2B marketing experience and continued commitment to uplifting the craft, we have interviewed her many times and are very happy to welcome her back. Welcome to Feeling B2B, Pam.
Pam Didner:
Thank you so much for having me and for the fantastic presentation.
Lee:
We have both been in the B2B marketing industry for a long time. It’s 2023 and we’re still here, and I’m curious, what is it that you love about B2B marketing?
pam:
You know Lee, I have two F words. Funny and frustrating. The funny part is that it’s a long and complicated buying cycle. There is always something to learn: from SEO to influencer marketing, which you are very good at, to artificial intelligence and its interesting technology that helps us do our job better. The frustrating part is that it’s complicated and the buying cycle is long and can be overwhelming at times. If this happens to you, take a deep breath. It’s that love/hate relationship — that’s what makes it fun.
Lee:
I have to agree. Always change. It’s always a challenge and it seems that people like you who feel satisfied taking on a challenge and solving it seem to be more successful. I’m curious, there are many different dimensions, as you mentioned, in B2B marketing and experiences have been a big theme for a long time. Content experiences and marketing experiences. What do you think is the importance of experiences that generate emotions in B2B marketing?
pam:
I would like to answer this question a little differently. I was thinking about it and I would like to answer what is the important experience as a B2B marketer.
I have been practicing yoga for years and several years ago I saw a poster in my yoga studio where a well known Indian yoga guru came to the studio to teach a three day, four hour yoga class. So I signed up and was like, “Oh, that’s great.” I showed up to the studio and it was completely full, and then the yoga master – this little lady walked in. He made no noise, and then asked everyone, “So why did you come to this class?” She had a deep voice and I raised my hand. I said, “Oh, I want to learn yoga poses better.” Someone else said he wanted to learn to breathe better, and another person said he wanted to be a better teacher.
In the end, that’s what he said. She said, “You know, they’re all great answers, but you guys are missing the point. You do it for joy. You do yoga because you love it and it’s joyful. I found it deeply liberating.
The most important experience we can have in B2B marketing is sometimes because it’s our job, but even if it’s a job, you can find joy in B2B marketing and find joy in what you do. I think it’s a very important emotion and experience when you’re doing your job.
Lee:
Yes, and also create joy for your customers, right? Creating joy through marketing experiences. You’ve spoken and participated in the MarketingProfs B2B forum multiple times and I was wondering if you could share a moment from the event that really stood out to you?
pam:
Do you know, honestly Lee, where are you going to find so many B2B marketers in one place on this planet? When you participate, the more people you talk to, the more you’ll hear, “Oh my God, you know, I have this problem. I too was using that system and that system had this or that feature. If your job presents many challenges, the more people you talk to, the more you will feel that you are not alone, which is the truth. You are not alone. You encounter many problems and suddenly you will find that others are encountering the same thing. So honestly come to the MarketingProfs B2B forum – it’s a session of therapy on steroids, in a good way.
Lee:
You will find your people there, right?
pam:
You find your friends.
Lee:
Exactly. So can you tell us a bit about what you’re most looking forward to and I’m also wondering if you could share maybe just something about the topic you’re talking about?
pam:
I’m doing a workshop and I’m also doing a session. The workshop explains how to create a robust go-to-market plan. So if you are working on a go-to-market plan, come to my workshop. I’m making it fun, trust me. We’re actually going to read a couple of books and watch a couple of movies – I’m not kidding. And then, for my session, it’s really about AI marketing. And if you’re having a hard time demonstrating how you deliver value to companies, check out my sessions too.
Lee:
Great. I’m super excited about this. There’s tremendous momentum towards go-to-market right now, and I think a lot of people are hungry to learn exactly how to make sense of that for their company. Your workshop and your session are two reasons alone why people should register for the conference – it’s great.
You can see and learn more from Pam at the MarketingProfs B2B Forum in Boston or online. The workshop will take place on 4 October, while the main sessions will take place on 5 and 6 October. You can check the complete agenda, the list of other speakers and all the other fun stuff planned by the MarketingProfs B2B Forum guys on the event website.
Thank you so much Pam and looking forward to seeing you in October at the MarketingProfs B2B Forum.
About the author
Meet Katelyn, our Agency Marketing Director, with over 15 years of invaluable experience. She has a diverse marketing background spanning the finance, education, franchise and nonprofit industries, making her a versatile strategist adept at full-service marketing. Katelyn’s innovative thinking and experience in experiential marketing, lead generation and digital marketing help us drive impactful campaigns that resonate. When she’s not captivating our team with her wit and infectious energy, Katelyn’s passion for sharing industry knowledge and building community can be seen at industry events, as well as while exploring her native Michigan with his family and rescue Goldendoodle, Benny.
