S3E18 - Timing your positioning

Positioning means strategically choosing a position you want your company to hold in your target audience’s minds. This decides how your product will be perceived in relation to your wider industry. It’s a dynamic process that changes over time and should be revisited constantly. But when, and how? That timing matters.

In this week's episode, Max and Jonas discuss the order of your positioning journey and why should nice first, then broaden later (not the other way around). But also how you should deal with stakeholders, like VCs, managers, customers, your uncle. They also unpack some examples of positioning, both good and bad.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E17 - Ads meet buying journey

What do we mean with ads? Well, basically all forms of digital advertising, a.k.a. paid media. Which means running paid campaigns across platforms like LinkedIn, YouTube, Google, Reddit, and Meta, all with the goal of getting your brand and message in front of the right buyers, at the right time. And that last bit is crucial, because buying journeys, in B2B SaaS, are extremely complex.

In this episode, Jonas and Max talk about the mindset it takes to succeed with advertising in B2B SaaS, from planting the seeds early with your “day one” list, to building brand before pipeline, so that when prospects finally show up, they come in as fans. They also share tips, tricks and anecdotes that will help you set up your next ad campaign in a way that respects the modern B2B buying journey.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E16 - When AI is not the right way

People are using AI for everything. For research, to draft articles, to brainstorm ideas, to analyse data. And many more things. It is starting to feel as if you can do everything with AI. But should you? That’s the question we keep asking ourselves as marketers. Because what makes us relevant as humans? And should we outsource to AI?

In this week’s episode, Max and Jonas discuss how all good marketing, even when you use AI, should start with good marketing fundamentals like your understanding of the market, and how good taste comes into play. They also list some clear examples of when you should be using AI and examples of when you definitely shouldn’t.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E15 - Pattern disrupt marketing

People are confronted with thousands of marketing assets every day. In the street, on the internet, on social media, on tv. Marketing formats tend to turn into best practices and patterns, which become familiar to audience, and in turn ignorable. By disrupting patterns with unexpected formats, you can win back attention.

In this week’s episode, Max and Jonas dive into pattern disrupt marketing. How do you go about disrupting patterns in your marketing tactics? Where could you best apply it? They also discuss some specific examples of what pattern disruption looks like on specific channels like LinkedIn, YouTube or your website.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E14 - The red tape trap

Red tape: excessive bureaucratic processes. As organizations grow, the amount of red tape increases significantly and quickly turns into a massive handicap. Especially for marketers. Marketers need freedom in order to move fast and respond to changes in the market. Your mission as a marketer? Avoid the red tape trap at all costs. But how?

In this week’s episode, Max and Jonas dive into how having zero red tape is actually a massive growth driver. They discuss which red flags signal that your potential to move fast at risk. Additionally, they outline how you create a culture of marketing autonomy and give examples of the costs of red tape.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E13 - Achieving thought leadership

What is thought leadership? And when can you truly call yourself a thought leader? It’s a question many executives are asking today. And it’s no surprise. The world is constantly evolving, and people are always looking for leaders who can guide them. Leaders who share genuine insights about where their market is headed. For businesses, building a following isn’t just about influence. It’s an opportunity to turn that audience into loyal customers.

In this week’s episode, Max and Jonas explore what it really takes to achieve thought leadership. They discuss why true thought leadership requires original thinking (not just AI-generated content), how your employees can play a role, which platforms deserve your attention, and how to build the habits that make thought leadership sustainable.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E12 - Things that actually work

Things are wild out there. The AI revolution has gotten everyone riled up and doubting themselves. Basically, the changing way in which people buy things and navigate the internet, AI and communities plays a big role in this panic. 20 years ago people wanted physical brochures, now they want to binge watch your YouTube academy videos. But don't worry! There are a lot of things in B2B marketing that work right now.

In this week’s episode, Max and Jonas get very tactical and give a bunch of examples of things that are actually effective in B2B SaaS marketing at the moment. Things like showing up to actual conferences and events, to give you but an example. They explain why these tactics work, and how they put them into practice over at Unmuted.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E11 - Buying journey buy-in

The buying journey isn’t linear. Try asking the people (non-marketers) you work with to think back to the last time they purchased B2B SaaS software. Ask follow-up questions about that buying journey. You’ll be surprised at how effective this is to make them realize how faulty their preconceptions about linear marketing funnels and buying journeys are.

In this week’s episode, Max and Jonas discuss the non-linear B2B SaaS buying journey, how buying is messy in practice, why you need to get buy-in on it from your non-marketer colleagues, and how this facilitates better marketing and sales alignment. They also talk about how this will lead to more relevant marketing tactics and get you better ideas from your team.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel