In short
Podcast Notes: Marketing School - Episode #2569: Why B2B Creators Are The Next Big Thing
Summary In this episode, Neil Patel and Eric Siu discuss the emerging trend of B2B (Business-to-Business) creators and their potential to revolutionize the B2B marketing landscape. They explore the gaps present in B2B marketing, the unique opportunities that content creation presents, and provide insights into effective strategies for B2B content creation.
Key Concepts & Discussions
- Current Landscape of B2B Marketing
- Gaps in the B2B Marketing Space:
- There is a significant lack of B2B influencers compared to B2C (Business-to-Consumer).
- Many B2B companies have substantial budgets but limited options for influencer partnerships.
- Growth Opportunities
- Content Creation in B2B:
- B2B creators can significantly impact brand awareness and customer engagement.
- Establishing a strong presence as a B2B creator can help shorten sales cycles and facilitate larger deals.
- Challenges for B2B Creators
- Ineffectiveness for Enterprise Sales:
- B2B creators may struggle to convert leads into revenue for enterprise-level clients.
- Traditional methods like RFPs (Requests for Proposals) and outbound sales remain dominant in enterprise sales.
- The Future of B2B Content Creation
- Potential for Growth:
- The creator economy is still in its infancy, suggesting significant room for growth and evolution.
- As acceptance of creators increases, B2B companies may realize the potential for growth from smaller scales to larger markets.
- Effective Content Strategies
- Niche Focus:
- B2B creators should concentrate their content on specific verticals to maximize effectiveness.
- Broad audiences can dilute the impact of content when trying to promote specific products or services.
Key Takeaways
- Becoming a B2B Creator:
- Creators who focus on vertical-specific content can build a strong audience and enhance their influence.
- The podcast hosts—Neil and Eric—encourage aspiring B2B creators to share their insights and experiences.
- Long-Term Perspective:
- The benefits of B2B content creation may manifest more significantly in the long term, particularly as the market evolves.
- Engagement with the Audience:
- The hosts emphasize the importance of engaging with listeners, inviting feedback and discussion around the topic of B2B creators.
Conclusion Neil Patel and Eric Siu highlight the transformative potential of B2B creators in the marketing landscape. By focusing on targeted content and engaging with niche audiences, businesses and creators alike can leverage the power of storytelling to foster connections and drive growth. The discussion urges listeners to consider the emerging role of creators in their B2B strategies and adapt to the changing marketing environment.
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Additional Links
- [Marketing School Website](https://www.marketingschool.io)
- Connect on Social Media:
- [Neil Patel on X](https://twitter.com/neilpatel)
- [Eric Siu on X](https://twitter.com/ericosiu)
Feedback Requests
- Listeners are encouraged to suggest future topics for discussion and leave reviews to support the podcast.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Transcript
Automatic transcript. May contain errors.0:00All right. So today we're going to talk about why B2B creators are the next big thing. So do you remember what we're talking about at dinner at Inbound with Chris Savage, the CEO of Wistia and also Jay Klaus, who's a YouTube, let's just say a YouTube creator expert? Yeah, we're talking about how B2B creators can be massive because there's so many B2B companies with so much money, but there's not enough influencers out there that are in B2B that companies can pay and sponsor. Yep. So main thing here is we were just like, so Chris, as an example, he has a company called Wistia. They do really well.
0:36They've been around for 17 years or so. They're a video hosting company. I think Neil and I both use them and they've been extremely helpful. I'll just leave it at that. And, you know, we're just saying that, look, you know, we're going to see a growing, like a rise in B2B creators because the thing with B2C marketing is that it's usually a couple of years ahead of B2B marketing. And obviously we're seeing a lot more creators rise in the the B2C case, right? We're seeing a lot of D2C brands partner up with well-known influencers, as an example. But for B2B, it's kind of hard to find B2B influencers.
1:06And so the argument right now is for Chris, as an example, it's like, I just need to kind of become the B2B creator. And that's why he's doubling down on his podcast. The reason why Neil and I do this podcast and we've been creating for a long time, Neil started with blogging, is because we see the value of creating content because the goodwill that you build for the long term ends up helping with shorter sales cycles, larger deals as well. And it's just easier to work with someone that way. And so Neil and I, I see us both as B2B creators. I call us the dancing monkeys. But one issue with B2B creators, dude, although there's a big market for it, B2B creators for enterprise just doesn't work too well.
1:43It really doesn't. If you look at most businesses that are closing enterprise revenue, it's through things like RFPs, outbound sales, SDRs and the B2B creators are great for getting your brand out whether it's enterprise or SMB but from a revenue conversion standpoint I think B2B creators are super effective for low-end and mid-market not effective for enterprise doesn't mean that you shouldn't do it because I think the brand awareness is still good so that way when your SDRs or BDRs whatever you want to call them start doing outbound stuff people at least recognize a brand but it just doesn't close as much revenue for enterprise.
2:19I think the argument here, like, here's what I think we can debate on this, right? I think if you're a strong B2B creator and you have a strong audience, let's just, let's look at your audience as an example, right? Or Gary V's audience. I think it's a good way to go from zero to a hundred million faster because I, you know what I mean? But then try to go from a hundred million to maybe a billion or so maybe doesn't help as much. I think it starts to slow down. I don't even know if it's a hundred million. I actually think the real honest answer is it helps you go from zero to 10 million super fast.
2:45I think above 10 million, it really slows down on its benefit. Yeah. So I think also we're still in the very early innings of this, like this whole creator economy thing is still fairly new. So let's just see how it plays out because, you know, in the next five to 10 years or so, if creators become more and more accepted, which I think they will, then this could totally change, right? Because if the growing market for creators like is more accepted, then it might move from 10 million to 15 million to 20 million or so to 50 million to a hundred million, right? Just like when you think about the early days of the NBA, there wasn't a lot of attention there and the players weren't paid as much.
3:17But now when you look at players, like the contracts just keep getting bigger, but it's because TV deals are getting bigger and bigger. Yeah. I also do believe B2B creators are super effective as long as you focus your content around a vertical or a niche. The problem that most people face with B2B content creators is they go too broad and they try to leverage consumer-based or B2C-based content just so they get a massive audience. And then it's not effective when they promote a product or a service or talk about one just because their audience is too broad and it's not B2B related. All right.
3:52Well, that is it for today. Let us know if you plan to become a B2B creator. Maybe if you have some good traction, hit us up on Instagram or Twitter and maybe we'll figure out a way to do something. So that is it for today. Please don't forget to rate, review, and subscribe. Five stars, please. And we'll see you tomorrow.