In this episode, we are joined by Justin Keller, who is the VP Of Marketing at Terminus. Terminus is a leader in ABM (Account-Based Marketing), which is responsible for powering high-performing marketing teams. Justin is a force multiplier when it comes to leveraging B2B marketing for Terminus and the clients they touch. His goal is to depart from the conventional methods of B2B Marketing, by focusing on pain and messaging points that consumers are truly passionate about. In fact, Justin is so passionate about consumer involvement that he decided to host and co-create a virtual event that is designed to address the outdated measures of outreach for B2B interactions. When crafting this virtual event, he wanted it to embody a “Coachella” of virtual B2B engagement. This virtual event was dubbed “Break Sh*t”, and it dispels the point that conventional B2B Marketing and “sales funnels” are effective. “Break Sh*t” takes a deep dive into analyzing the traditional methods of B2B Marketing, explaining that all social media channels and outlets know how to hit the right areas, but for the long-term, it’s not something that will yield conversions or consumer loyalty. The methods by which we buy products and services are always changing. The traditional funnel is linear, and this approach is not ideal when it comes to showing consideration for your buyers. As Justin so eloquently states: “Marketing is not just about operations. It’s about brand identity and understanding the soul.” He understands that B2B marketing at times can be like a black hole, of sorts. His goal is to work around this to make it more interesting for the consumers that are actively involved. Justin also goes on to discuss how these initiatives can be hard to enforce if you’re under a CEO who is unwilling or unable to understand how marketing works. He discusses ways to work around this and what the future looks like for B2B marketing capabilities.
Show Notes & Bio:
Justin Keller details his extensive journey in the world of B2B & Saas marketing.
He went to business school at Indiana University,receiving his BA in English and Psychology, then proceeded to work in San Francisco for Visage, Jazz, and Whil Concepts. Inc, respectively.
During this time, he also went on to receive his MBA from Purdue University in General Management.
During his time in San Francisco, his area of focus was primarily performance marketing.
After his time in San Francisco came to an end, Justin transitioned into VP of Marketing at Sigstr, spending 3 years with them until Terminus acquired Sigstr in 2019.
During his tenure at Sigstr, he had an epiphany that marketing is so much more than just performance-based operations.
If you’ve had the immense pleasure to be a part of Justin’s journey in the world of B2B/Saas marketing, then you too recognize the willingness and capabilities to leverage B2B marketing for consumers and clients.
It’s very easy to utilize a run-of-the-mill sales funnel or buyer persona guide to entice customers to consume your products or services.
However, the ways in which we buy into these services are always changing, and Justin makes it abundantly clear that this “one size fits all” method do not work.
Justin describes the B2B sector as a “noisy marketplace” and is dedicated to revamping the approach of B2B/Saas marketing, for the betterment of the digital marketing world.
We are certain you will get the fundamental education on B2B Marketing with the intent of being more B2C if you follow Justin and his team at Terminus on their socials.
Contact Information:
Justin Keller-VP Of Marketing at Terminus
Linkedin Profile: https://www.linkedin.com/in/justindkeller/
Terminus Website: https://terminus.com/
Top Key Takeaways from Justin Keller: