How the right partnership created long-reaching legitimacy

Steal this comedian's B2B strategy, our first live event, and more!

Author

Sara Detrik
November 14, 2024

By Sara Detrik

Team, it’s been a minute and a lot has been happening since we last spoke. Let’s not beat around the bush; it’s time to talk about the marketing funnel. For real.

What’s new in B2B?

  • Antonia Wade, global CMO at PwC, was named Marketer of the Year

  • Come hang out with us and see how Dimmo works live

  • Death by Powerpoint is our campaign of the week, where Chris Bogue uses the power of improv

Antonia Wade Named 2024’s Marketer of the Year by Marketing Week

The Company: Marketing Week

A plot twist since we usually talk about SaaS companies. But this publication ”makes sense of what matters for marketers, delivering exclusive information, insight and intelligence that explores the issues, opportunities and challenges marketers face”.

That necklace isn’t the only thing catching our attention

The Segment: Mid-to-high level marketers with buying power

Marketing Week, and publications in general, functions not dissimilarly to SaaS revenue models. There are two pricing tiers, one for individuals and small teams (5 seats) the other for larger teams. However, with gated pricing and a form fill, it’s clear they need a warming process to reach a deal.

Why This, Why Now: Annual Award Season

The fact that end-of-year budget planning and award season are at the same time is no accident. It’s the perfect play to not only celebrate the incredible work of the past year, but also to get the attention of potential subscribers and legitimize their own expertise.

How You Can Do It On a Dime: Break out the trophy budget!

I can hear you now. “But we don’t have the legitimacy”, “we aren’t big enough”, etc. So? Why pretend to have a prestige even you don’t believe in? Think summer camp, not Oscars. In fact, I plan to run just that very very soon. And with enough partners, you have a celebration of peers, not of ideals.

We’re putting the “Phun” in PHD

Don’t @ me, please

Yes, it’s a LinkedIn Live

Come shout with us about AI in the comments, as we try and earn our doctoral stripes by:

  • Getting problems from the audience

  • Diagnosing them live

  • And making you sign wavers that absolve us of any medical issues that come from this

Sign up here, it’ll be fun! Hey, you might even see our website break 👀👀👀

Dead by Presentation Makes a Splash

Another comedy person in B2B? Impossible.

Chris Bogue, known for his comic stylings as ‘Vague Man’ and learning to play an instrument live, has been using Death By Powerpoint to not only celebrate the spirit of improv, but also to keep his LinkedIn engagement strong.

Head of Content & Community Sara will be appearing on one of the episodes, so we took the chance to investigate what the hell this even was.

If you’re interested in joining us live and cheering her on, or trying to take her down, make sure you save the event!

Dimmo: What is ‘Death By Powerpoint’ exactly?

Bogue: The premise of the show is "Show up and do a powerpoint for 5 minutes that you haven’t seen beforehand". It’s an easy format that basically anyone can do.

Dimmo: What gave you the idea to make that part of your content?

Bogue: Linkedin is full cool, talented people and not enough opportunities to show it off. And creative people and good public speakers will shine in an occasion like this. Improv on video is still in its infancy, especially since improv works best onstage. A lot of podcasts have incorporated it, but I don’t see a lot of online versions. And I definitely don’t see anyone doing it on LinkedIn.

Dimmo: So you’re doing it.

Bogue: So I’m doing it. I'm not the first person to throw a "let's all do a random powerpoint" competition. Anyone can do it. Everyone makes a powerpoint, everyone has to give a powerpoint presentation they've never seen before. I guarantee you’ll laugh a lot.

Dimmo: Outside of fun, is there another reason you do it?

Bogue: I coach people to get on video, and that means they have to be ok with failure. So this is a ‘show don’t tell’ kind of thing. You literally can’t do it well because it’s a slide deck full of nonsense and you have no preparation.

Dimmo: How does that help out your clients?

Bogue: In improv, you have to move faster than your mind can think. You don’t have time to be perfect, you have 30 seconds before the next slide. Just do something. Anything. And you will win.

Dimmo: This series gets a ton of engagement. What’s your secret?

Bogue: Creators always complain about ‘lurkers’, the people who watch the content but never click the like button or comment. I tried to solve that problem by always having at least one slot reserved for an audience volunteer.

Dimmo: Wait, what?

Bogue: Everyone throws their name onto a giant wheel that we spin before the episode, then we pick someone at random.

Dimmo: Do you have any last thoughts for our readers?

Bogue: I know I’m doing my job well when people tell me “It looks like you’re having so much fun, it literally makes me angry that I’m not doing it too”. It’s not enough for them to smash the like button.

Dimmo: Oh, I one hundred percent agree.

Bogue: I want to make content that causes people to get up and start doing things.

Thanks for spending part of your day with Dimmo! See you next time — Sara

P.S. Final episode of Between Two Funnels Season One has dropped. We’ll miss the good times, but Sara just got her new iPhone so you better be ready for an insane season 2.