Danny Beck from Citrix: How to Simplify Your B2B Messaging
- E18
- 36:51
- July 16th 2020
Shahin chats with Danny Beck, Head of Marketing ANZ at Citrix.
Messaging is always a challenging marketing topic, especially in the B2B technology world
Sometimes, even while looking at the website of a company, the general consumer can't figure out what the company does.
Sure, we might say that they are not the intended target market and persona. But more and more, technology companies and technology service providers are finding themselves selling to non-technical roles (think marketing, HR and finance).
And because of that, they can't use the same messaging they relied on when selling to the head of IT for example.
And that's exactly what we will discuss in this episode with Danny Beck, Head of Marketing ANZ at Citrix. We talk about why B2B brands should work harder on simplifying their message to their customers. And if they're planning to do that, how should they approach it.
Read the show notes: https://xgrowth.com.au/blogs/simplify-b2b-messaging/
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APAC's B2B Growth Podcast
APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today.
Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take.
Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently.
We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it.
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