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Get the latest B2B marketing best practices, case studies, interviews with innovative marketers and leaders that influence and shape the current Tech B2B landscape. Our podcast is hosted by Aia Laser, a seasoned B2B marketing strategist and advisor to leading Technology companies- from startups to unicorns. We'll bring you insightful discussions, expert advice, and the latest trends in the industry. Stay Tuned!
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Welcome to B2B Marketing Insider, your go to podcast for expert strategies, real world tactics, and insider knowledge to fuel your B2B growth.
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brought to you by Inter Dev.
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Let's dive in.
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welcome to another episode of the B2B Digital Marketing. By internet. I'm Eliezer, and today I'm thrilled to have John Dwyer. He's a serial entrepreneur and marketing expert and the founder of the Institute of. Wow. John, you're the creator of the Wow Marketing system, which is a framework that teaches companies worldwide how to create measurable and remarkable customer experiences.
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Unknown
So we're happy to have you here today.
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Unknown
Yeah, sure. So let's dive right in. John, can you explain to our listeners what is the wow all about?
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That's right.
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Right. John, do you think that every company can really have a wow. Yeah.
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Right.
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Right.
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Right. Right. So when we're talking about B2B, you know, we're kind of thinking about 18 months. Cycles, logical buying committees, all kinds of complex tax, technical issues. So how would you convince, for instance, a B2B tech company, that the Wow marketing system really works? And it's not just like, kind of a B2C creative luxury.
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Unknown
Yeah.
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Right.
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Right. So talking again about B2C, B2B, B2B is more, a very, maybe utility. Wow. Well, it's it's it's might be less on the creative side, although we always, you know, I do a lot of creatives, but the essence of the is the product is the integration is, is how fast it goes. It's the AI. It's all kinds of technical stuff.
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How do you how do you take those elements and craft them into a wow. Because at the end of the day, everybody needs to differentiate themselves from their competition, even, you know, from their old version of their product and, and going forward. So how do you really do that in a B2B world? How would you how would you target and find that specific wow factor?
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For B2B customers.
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Yeah.
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Right.
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But,
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Right.
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Right.
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Right.
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us.
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Give you an example, real estate agents. So therefore,
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So.
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Right.
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Wow. Wow.
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Right. Right.
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Right. Yeah. Right.
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What do you think? In the balance between, and marketing function and the product function, like the wow factor. What do you think would what would work better? Or is it a very general question? Depends on the product and the company.
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put a wow factor into the offer. We have a travel partner that gets access to her children everywhere throughout Europe,
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That's very smart. Very clever. Could you share with us what would be, your process for finding the first high impact? Wow. Opportunity for a new client.
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Wow.
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Amazing.
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Right.
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Right.
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Right.
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Unknown
Exactly. That's. That's very interesting. So let's imagine, like, the first conversation tomorrow morning. A B2B marketer and a dev lead in a team would have to discuss about what would be their wow factor. What would they want to emphasize in their ads for their prospective clients? How would they find the the thing that you call. Wow.
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that one is stands out from the crowd because it's a voucher. It gives them holiday. It gives on vacation.
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Unknown
Well, for instance, a manufacturer of, PCB boards, wanting to work in the defense industry. Find prospective customers. That's heavy. That's that's manufacturing. That's, deep tech. So, there's a lot of technical stuff here, and, and, you know, clients and the ones who are the decision makers are many times, for instance, engineers. And they're not people that, you know, go for the all kinds of flashy stuff but are looking for, serious, technological, advancements or innovations.
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Unknown
So things that can really they can work with or adopt within the work. So here, there's always the really the, the thin line between how deep do you go in your, campaigns or in your message in, to give, to show the benefit of your product or solution or your services versus the what we call, you know, the more market thing, aspect the, the creative one that that adheres to the why, what's the main benefit, that I'm getting out of it?
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It's. Yeah. It's everything. Yeah.
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Right.
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Unknown
Exactly. And actually, most of the queries, whether that would be in search or, you know, the people who are browsing in the feed. And most of them, like, probably 90% at least, would be people who are B2C oriented and not B2B. So you got to find them in their own platforms. That would be LinkedIn and in Google Ads.
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Unknown
It's very difficult to to nail them because you get a lot of search queries that are basically B2C queries and not, geared towards B2B. So,
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Sure.
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Right.
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Yeah. There's.
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Yeah. I've seen Jerry Seinfeld all over your website.
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Yeah. Right.
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Right.
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Right.
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Right.
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And that's true. Yeah. You know, I think, for us, we're so engaged in in digital marketing for B2B companies, products, services, solutions. And it's all very technical and, competing on, you know, the features, better features, better value, better results, innovation. And sometimes the, what I call it the human touch, like the basic good old marketing that you're talking about.
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Unknown
Like just simple as that. Finding the wow, something that's, you know, finding the common ground and pointing at it and talking about it. Can really do a good job.
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Of.
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Right.
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Yeah, I.
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Right.
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Unknown
Right, right. Okay. Nice. I have a question for you, John. Today, you know, it's it's kind of easy, to manipulate things for companies for, for you know, private people. I mean, the truth is not always the truth. People, you know, say things they use AI to twist stuff, images. And and it seems like we are getting, further away from what is objectively known as it's, you know, ABC and anybody can take the facts and basically make them look like something they want it to look like.
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Unknown
So how what do you think, like, in the near future, you know, because you're you're coming with a very logical, you know, you know, way of thinking, right? And I totally, you know, understand the wow factor. And I think it's really good because it keeps you focused. You focus. You need to focus all the time on what's your advantage.
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Unknown
What what's your hook? But but today, it seems like it's becoming a little bit trickier because anybody can say anything. And, and, it's difficult for people to, to know, to differentiate between what's real and what's not. What actually what's accurate and what's less accurate. And it seems that people even tend to, they, they don't give that much weight to things that are said on a product, on a company or whatever, as they used to even five years ago, because they're flat, did so much with information and data.
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And, you know, sometimes things contradict each other, then it's very difficult to understand. So it's why people took a few steps backwards in the essence of how they relate to the information that that they get, you know, from social media from, you know, in the television or, you know, even what people broadcast themselves. Do you see that?
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Unknown
Do you see that in your, you know, when you.
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Go.
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Unknown
Yeah.
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Unknown
Right. Right. So. So you immediately address the, the skeptical, you know, thinking and you just, pause it.
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Unknown
Wow.
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Unknown
Right, exactly.
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I.
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Unknown
Right.
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Unknown
Right.
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Unknown
Right, right. By the way, you know, the testimonials are very good for, lln tools or GPT. It's great, you know, because they, they grasp that content and they favor, companies. Individuals are getting a lot of citations and testimonials. So it's a really major factor in and and understanding who's authentic and, and who has the authority in its field.
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Unknown
So,
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Unknown
You.
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Write.
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Unknown
Well.
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Unknown
Wow. It's. It's amazing.
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Unknown
Yeah.
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Unknown
Right.
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Unknown
Yeah. Can you, share with us maybe an example of of, Like a wasted. Wow. Like, I mean, a company deciding to bet on a specific wow, which turns out to be not that great. And what's the reason for it not to be so successful?
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Unknown
Okay.
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Unknown
Okay.
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Unknown
Wow.
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Right.
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Unknown
What.
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Right.
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Unknown
Yeah.
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Unknown
Right.
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Unknown
That's good. You get a good. You getting a sense of humor? Yeah. You got to have humor. If you're a good marketer, you gotta have humor.
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Unknown
Right.
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Unknown
Yeah. That's true. By the way, what do you call the wow factor? Is that, a one time, attribution for the company or like, would you recommend to refresh it once in a while? Because honestly, when I think about it, like the companies that I can think of and identify them with a specific trade advantage, I still, vision and see the same wow factor for years.
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Unknown
It's like it's it's endless. What do you think about that? You think companies did to diversify should change or stick to the.
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people. I don't think I'll be doing that at 93. So therefore my view is, is that, you know,
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Unknown
Right.
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Unknown
Right. And would you recommend, clients to go for a single wow factor, or would you like, could think of cases where you've had more than one numerous wow factors, one.
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Unknown
Yeah. Yeah.
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Unknown
I.
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Unknown
Right.
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Unknown
Wow.
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Unknown
Wow.
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Unknown
Right. Exactly. Right. Wow.
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Unknown
Amazing. Amazing. By the.
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Unknown
I'm too far away to do that. Yeah, do that for me as well. Well, John, that's been great. Very interesting. I think it it really like, you know, open opens our minds to, to think of, you know, creative marketing.
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Unknown
Advertisement. In a different way.
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Unknown
Not only the technical side and, you know, but really, at the end of the day, there are humans on the other side was looking for it.
00:49:59:20 - 00:50:53:08
Unknown
And and, and whatever you said basically applies in my eyes for both B2C and B2B, and just need to, to craft it, to craft the, the idea and appropriate manner. But it applies to both.
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Unknown
Right.
00:51:21:06 - 00:51:58:02
Unknown
Right. Right. Right. So, John. Sadly, we came to the end of the show. It's been very nice having you, with us today. I learned a lot. You have great vibes and and, you know, I think the message you you share with the world, is still very much relevant, if not more than ever, especially these days when we're bombarded with, you know, information, messages.
00:51:58:02 - 00:52:25:04
Unknown
I, I think the ability to focus and to get to, you know, to nail the nail, the the advantage, the hook, in something that people remember and they can remember for a long, long time is priceless. As opposed to ads that, you know, go back and forth, all day and you don't even remember what you saw a minute ago.
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Unknown
So I think it's, you know, stands the test of time and, Yeah, sure. And.
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Unknown
Right.
00:53:01:01 - 00:53:09:21
Unknown
And whenever I'm talking to business owners, I say, look, you spend a lot of money with a designer coming up with a logo. Well, these days is probably mid journey or better,
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Unknown
Well.
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Unknown
Sure.
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Unknown
By the way, mentioning that a lot of companies these days don't even have a tagline. Yeah. I don't write.
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Unknown
Yeah. I think is sometimes I can sense that it comes from the, difficulty or them. On wanting to abide to something specific. So they don't want to identify themselves with what you know, or the something that, adds up to, you know, three words. They want to keep it open because when you put a tagline and a logo, it's, it's demanding, you know, it's not something you can change.
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Unknown
Especially for startups that, you know, they're just beginning and they don't really know where their product or solution is going to catch. And they change quite often so that they keep it many times, you know, just the logo, and then you get the, the essence of the product, the service, whatever it is, on the website.
00:55:05:17 - 00:55:26:00
Unknown
But, I agree that having a tagline is, is also the ability of the company to say this is what I stand for. That's me. That's what I deliver.
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Unknown
Exactly.
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Unknown
Right.
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Unknown
The. The value. The value? Yeah.
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Unknown
Right.
00:57:01:23 - 00:57:18:18
Unknown
Right. Yeah. Right. Right. Right. Okay.
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Unknown
Sharing. Yeah. John has a great website with, a lot of information how you can contact him regarding, your services, your workshops. And I highly recommend. So, John, thank you again. And maybe we will, meet in the near future. Future?
00:57:48:03 - 00:58:20:03
Unknown
Okay. We'll think about that. Maybe. Maybe we can think of a case study for, you know, when we, I was thinking, you know, while we were speaking, you know, if I could, you know, show you, for instance, a case study of a B2B company which really combines features, innovations and, and, and, of course, value and then think, you know, help the audience understand the how will you tackle the issue?
00:58:20:05 - 00:59:22:13
Unknown
What you, what you're looking at, what are the pros and cons for, you know, assigning the wow to this or to that, just the way, you know, how you work, how you think of things. Yeah.
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Unknown
Right.
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Unknown
And right.
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Unknown
Oh.
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Unknown
Yeah.
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Unknown
No.
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Unknown
Yeah. Right.
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Unknown
Right.
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Unknown
Wow. Amazing.
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Unknown
But tell me, why do you need that free vacation if. I mean, it sounds like the. You know, it has a very strong value. So you really need to convince people with a free vacation for for, you know, signing up for that product.
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Unknown
Yeah. This is for paying, customers. Right? Not for people who just register for free or stuff like that. It's only for paying money.
01:04:05:00 - 01:04:24:03
Unknown
Right.
01:04:24:05 - 01:04:51:06
Unknown
Right. Although it makes me think, you know, like, if the product is, is really good and and it's required and it saves people a lot of money, then, you know, how would you, how would you name the wow if you didn't give those free vacations? Because like, it's like giving like giving the free vacation is like, even a little bit out of context here in my opinion.
01:04:51:06 - 01:05:25:04
Unknown
Like, what's it got to do with the, you know, the new version of, of, of windows, etc., etc.. I mean, it's like.
01:05:25:06 - 01:05:38:09
Unknown
You're saying they're not tech savvy and things like that. So that would just encourage them to like your point. Yeah. Yeah.
01:05:38:11 - 01:06:01:04
Unknown
So,
01:06:01:06 - 01:06:23:08
Unknown
My.
01:06:23:10 - 01:07:02:22
Unknown
Right. Right. Yeah. I get your point. Right? Okay, John. So, what what what time is it in Australia now? It's, Midnight. Midnight? Wow. Wow. Sure. A coffee with another zip. Yeah. Great. Okay, so thanks again for joining us, John. It's been great and educational and inspirational and and I hope to see you again and talk again and maybe, you know, run a case study together.
01:07:03:00 - 01:07:06:17
Unknown
Yeah. Great. Take care. Bye bye. Thank you.
01:07:07:03 - 01:07:17:06
Unknown
Thanks for tuning in to B2B Marketing Insider. Brought to you by Inter Dev. We hope you found these expert tips and real world tactics helpful for fueling your B2B growth.
01:07:17:11 - 01:07:24:18
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To stay up to date on the latest strategies and insights. Be sure to follow us and check out our website at Inter devco.io.
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Until next time, keep innovating and driving results.