An Inside Look at B2B Marketing -- Tom Pick (Founder, Webbiquity)

Tom Pick is the Founder of Webbiquity, a B2B marketing agency and strategy consultancy. Prior to launching Webbiquity, Tom spent 25 years in PR and digital marketing at SoftBrands, John B. Collins Associates, and KC Associates.

In this episode, Tom shares the secrets to successful B2B marketing. Although the fundamental goals of lead generation and brand awareness haven’t changed much over the years, there are constantly new strategies and tactics to experiment with, from the rise of social platforms like Twitter, LinkedIn, and Clubhouse to the evolving nature of online conferences. We also discuss the growing importance of B2B review sites, examine the differences between B2B and B2C influencer marketing, and debate whether trade associations can truly operate as independent bodies. Finally, we predict that the future of analytics tools will go beyond providing pretty graphs and include a prescriptive element of insights and recommendations.

Host: James Creech


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All Things Video is a podcast dedicated to uncovering the past and charting the future of the online video ecosystem. Listen to interviews with founders, executives, and thought leaders from the world’s leading media companies and engage in thought-provoking debates about the issues shaping the next generation of entertainment. From the short-form content revolution to the fragmentation of video viewership in an always-on world, All Things Video reveals the key trends and insights from the world of digital media.

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James Creech is an entrepreneur focused on technology, online video, and digital media. He is the Co-Founder & CEO of Measure Studio (next-gen social media analytics) and Paladin (the essential influencer marketing platform).