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The B2B Marketing Gap PodcastAuthor: B2B Jade
Helping B2B marketing managers learn how to create a b2b marketing strategy without the overwhelm. I talk about simple and practical ways to build your marketing plan so that you can build confidence in yourself and your abilities, step up to mean sales colleagues and leaders and finally make your b2b breakthrough. The B2B marketing gap is the void, or in other words lack of strategy, between directors on the board and junior/ mid-level marketers. Join me for practical advice, a refreshing confidence boost and the odd entertaining anecdote. Language: en Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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56. Why I stopped using SMART marketing objectives
Wednesday, 4 February, 2026
"Get more leads" is NOT a marketing objective.If you've ever rushed through setting your marketing objectives just to get to the "real work," this episode is going to change everything.📚 Grab the free resources mentioned in this episode:Strategic Marketer Scorecard (17 questions + mini crash course): b2bjade.com/resourcesLeadership Pitch Guide (includes CPD info): b2bjade.com/resourcesThe Big Marketing Reset Webinar Replay: Available on all my social platforms🎓 Ready to build your strategy? Join B2B Breakthrough Academy: b2bjade.com/breakthrough-academyI'm breaking down exactly how to build marketing objectives that actually work - the kind that align with business goals, guide your entire strategy, and get leadership buy-in (instead of getting filed away and forgotten).You'll learn:Why SMART objectives can actually get you into trouble in B2B marketingThe difference between objectives, key results, and success indicators (and why this matters)Real examples from inside B2B Breakthrough Academy showing exactly how to structure your objectivesWhy "double the leads in 12 months" sets you up for failureHow to avoid the tick-box marketing strategy trapThe minimalist approach to marketing (and why having fewer things in your kitchen relates to your marketing strategy)Why analytics-obsessed marketers might be killing their brand salienceHow one person giving my webinar 1/5 stars was actually a massive winReal examples covered in this episode:Company Focus Area examples (like machinery sales companies diversifying their client portfolio)How to write objectives that guide strategy instead of locking you into tacticsBusiness scorecard metrics that actually matter to leadershipSuccess indicators you can pull out when leadership wants to know "how did that happen?"This isn't fluffy marketing theory. These are the actual templates and examples from inside B2B Breakthrough Academy that have helped marketers get their budgets increased, win leadership respect, and build strategies that actually get used.Bonus tangents: Why I'm moving away from AI for content brainstorming, my obsession with minimalism, whether you need a spatula to flip pancakes, and why brand salience beats conversion metrics every time.More ways to work with me:🎓 B2B Breakthrough Academy - My flagship 12-week programme with templates, video trainings, and live mentoring: b2bjade.com/breakthrough-academy📧 Want a 7-day trial of Module 1? Email jade@b2bjade.com or fill out the form on my website📅 Next live intake call dates: b2bjade.com/breakthrough-academyWho this is for:Marketing Managers and Heads of Marketing responsible for delivering strategyMarketers wanting to step up from execution to strategic thinkingAnyone who's built a strategy that got filed away and never usedB2B marketers tired of being order-takers instead of internal consultantsNot quite ready for the full programme? If you're a Marketing Assistant just starting out, focus on execution first and come back when you're ready to step up.Got questions about your marketing objectives? Drop them in the comments - I'd love to hear where you're at with your strategy.See you in the next episode!Jade x#b2bmarketing #marketingstrategy #marketingobjectives #marketingmanager
