Marketing Has Entered the Chat

Marketing is more than creating social media posts. It involves understanding an audience, building a message, testing ideas, reviewing the results, and refining what comes next. 

How do you balance strategy and analytics with the human side of marketing? 

In Episode 12 of The AiCR Exchange, Joe Furlong talks with Kelly, Kaylyn, and Lyana from the AiCR marketing team about how the team has grown, and what they have learned. The conversation covers the realities on the work of brand building, campaign planning, analytics, and the shift from traditional search engine optimization to answer engine optimization. Additionally, providing an exclusive behind-the-scenes look at The AiCR Exchange. 

What goes into a modern B2B marketing campaign? 

The work starts well before a social post is published. The team first discusses the concept, identifies who the content is for, and builds the message around that audience. 

From there, the team considers the visual approach, develops the content, and distributes it through channels such as email, social media, and campaigns. The work then comes back to analytics and reporting so the team can review what happened and use those findings in the next round. 

Kelly describes the process as a team effort. The group uses conversations, shared ideas, and a working process to decide what belongs in a campaign and what does not. 

How has brand building changed as the AiCR marketing team has grown? 

The marketing team has expanded from Kelly working on her own to a team that includes Kaylyn and Lyana. Over the year, the group has worked across conferences, webinars, email campaigns, analytics, websites, graphics, and other marketing activities. 

Kaylyn has focused heavily on visual branding. One of the challenges she describes is understanding the company’s messaging well enough to translate it into a consistent visual identity. The team has established standards so that different people can create content while maintaining a consistent look. 

That consistency matters because the team wants people to recognize the brand across its different communications. Kaylyn also points to the importance of putting the logo on posts as the brand continues to build recognition. 

Why do marketing teams need analytics instead of just publishing content? 

Publishing content is only part of the process. The team reviews the data behind campaigns to understand what worked, what did not, and what might explain the difference. 

Lyana describes her role as working through the data, organizing it, and looking for patterns in how content performs. The value comes from comparing what the team puts out with the response it receives. 

The team also uses A-B testing. One example discussed in the episode is comparing images that feature a person with images that use a screenshot. If one approach performs better, the team can use that information when planning future content. 

Why can company culture be effective marketing content? 

The team has found that culture-focused posts can perform especially well because they show the people behind the company. 

Examples discussed in the episode include going to baseball games, bowling, and other activities. Kaylin explains that seeing people working together and enjoying themselves can make a company feel more authentic. People begin to recognize faces and follow the company’s story through those familiar people. 

The team has also experimented with formats such as “What’s on Your Desk?” The videos give viewers a look at how people spend their workdays, while the editing adds an element of entertainment. 

The goal is not to make employees perform a scripted version of themselves. The team wants people to relax and be natural. Kelly says that getting to know people on a human level can help create that comfort. 

What is the process for turning a marketing idea into finished content? 

The process begins with a conversation. The team asks questions such as who the content is for and what the goal is. 

From there, the group develops ideas and works through possible taglines and approaches. Kaylyn has helped establish a process where ideas can be placed together and reviewed before the team decides which direction to pursue. 

Once an idea is selected, the team creates the content and determines whether it will be used for email, social media, a broader campaign, or another format. The process ends with monitoring and reporting, followed by another discussion about what the team learned. 

That process gives the team’s creative work a structure without removing the experimentation that has become part of its approach. 

What is next for The AiCR Exchange and the marketing team? 

The team plans to take a larger ownership role in The AiCR Exchange and make the series more conversational. Upcoming episodes may include people from MIAC Analytics, external guests, university participants, interns, and local contacts. 

The team also plans to be more strategic about campaigns and conferences, connecting campaigns to the events and conversations taking place throughout the year. Video is another area where the team is experimenting and collecting data to see what works. 

At the same time, the team does not want the tone of voice to become too serious. The conversation returns several times to the importance of keeping the company’s whimsical side. Future ideas include another Halloween costume contest and continuing “What’s on Your Desk?” 

Frequently Asked Questions About B2B Marketing Strategy 

Is B2B marketing more than social media? 

Yes. The episode describes marketing as a process that includes audience definition, messaging, visual content, campaign development, distribution, analytics, reporting, and refinement. 

How does a marketing team use A-B testing? 

A-B testing lets the team compare different versions of content to see how they perform. The episode gives the example of comparing an image featuring a person with an image using a screenshot and then applying the results to future content. 

Why does company culture matter in social media marketing? 

The team believes culture content can show the real people behind a company. Posts about employees participating in activities can make the company feel more authentic and help audiences become familiar with the people they see. 

What is answer engine optimization? 

Kelly describes AEO as “answer engine optimization.” Instead of focusing primarily on repeating keywords, the approach discussed in the episode focuses on answering questions because people are increasingly asking questions when they search. 

How is The AiCR Exchange changing? 

The marketing team plans to take more ownership of the series and expand the range of conversations. Future episodes discussed in the episode include colleagues from MIAC Analytics, external guests, university participants, interns, and local contacts.