Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

Break Free B2B Interview with Adi Bachar-Reske

Break Free B2B Interview with Adi Bachar-ReskeMarketing leaders are at the forefront of a seismic
transformation that continues to play out as we enter a new
decade.  Organizational dynamics are realigning. Power balances
are shifting. Trust – both internal and external – is emerging
as the most essential crux in business success. For people like
Adi Bachar-Reske,
it’s an exhilarating time to be leading the charge. Her history in
marketing dates back multiple decades, so she’s been helping
shape this evolution. “Twenty years ago, everybody’s in a suit.
I was the only woman in the room, always,” she says. “It has
changed a lot.” Today, she finds that she no longer tends to be
the only woman in the room (though the balance is still a ways from
where it needs to be), and that’s far from the only change
she’s observed in her marketing leadership positions — most
recently at Provenir, where she served as Vice President of
Marketing before moving into a solo consulting role late last
year.  Much of her experience, including at Provenir, has come in
the financial technology (FinTech) space, so during my interview
with her for the Break Free B2B series, we zeroed in on some key
topics tied to the vertical: proving the revenue impact of
marketing, staying on top of content consumption trends, and
building trust with customers when sensitive data is in play. 
Break Free B2B Interview with Adi Bachar-Reske If you’re interested
in checking out a particular portion of the discussion, you can
find a quick general outline below, as well as a few excerpts that
stood out to us.

  • 1:00 — Introduction to Adi
  • 2:00 — Provenir’s marketing philosophies
  • 4:00 — How are content consumption trends
    changing?
  • 10:30 — Building trust in the financial industry
  • 13:15 — How technology helps with personalization and
    trust
  • 16:00 — Building trust in marketing internally
  • 18:45 — Which types of content help sales most?
  • 22:00 — How can B2B marketers break free?
  • 24:00 — How to balance taking risks with playing it
    safe

Nick: What are you seeing from your end in terms of shifting
content consumption trends and shortening attention spans?
Adi: I find that myself, I don’t read books anymore, my eyes
get really tired and I just don’t have the time to sit down and
actually read, but what I do do, I got addicted to Audible right?
So I walk through a long airport, or I sit down and wait for my
daughter to finish her guitar lesson, and I’ll just put it in my
ears. I read at least two books a month that way and I love it
because of the way Audible, they’ve changed too right?  So you’ve
got the authors now reading the story. It’s a bit like a TED Talk
that lasts for a few hours, which is brilliant. And the same for
blogs. Blogs were the big thing a few years ago, but again, we
don’t have time to read, so we did this test here. We took some of
the blogs and we kind of condensed them, shrank them up into a
one-minute video. It was the same content, but obviously a lot
less. And we captured the essence of it, and the engagement was
just phenomenal. I think we’re all very curious people in the same
way we were 10 or 20 years ago, we just consume information
differently. [bctt tweet=”I think we’re all very curious people in
the same way we were 10 or 20 years ago, we just consume
information differently. @AdiBacharReske #ContentConsumption
#BreakFreeB2B” username=”toprank”] Nick: Being in the
finance industry, I have to imagine that trust, data security,
privacy, those are big issues. What are you seeing from your
perspective as far as the condition of trust between customers and
brands Adi: Years ago the saying was, nobody’s going to lose
their job for choosing IBM. If you were a big brand, you were safe,
and the financial institution had an immediate trust in you. Easy
peasy. But if you were a small brand then it was difficult to get
in. They didn’t trust you. You were just small, maybe you’ll
disappear tomorrow. It’s funny, things have changed.  I speak to
my customers, large institutions and small institutions, all the
time and I ask them: why did you choose us? We’re not a big player,
we’re not an IBM. In the past year or so, the answer I get is kind
of surprising. They say, we chose you because you are small. We
chose you because we wanted to work with somebody who’s nimble, who
can work with us, who can focus on us, because all these large
businesses, you know they have other things to worry about. They
may not focus on us, they may not sit down, listen to what we need,
build something special for us …  So these days, the way you
build the trust is showing how nimble and flexible you can be. Both
in your development and your product, but also it has to be
reflected in your marketing and your digital presence. You have to
look accessible, you have to look open. [bctt tweet=”These days,
the way you build trust is showing how nimble and flexible you can
be. Both in your development and your product, but also it has to
be reflected in your marketing and your digital presence.
@AdiBacharReske #BreakFreeB2B” username=”toprank”] Nick: As
a marketing leader who regularly interfaces with other leadership
in the company, what are your strategies for building trust
internally, across departments? Adi: Numbers, numbers,
numbers. So again, I’ve been around for a long time and marketers
used to be the first one — when the quota hasn’t been met or
something happened like that — the marketers were the first
people out the door. Why? Because we couldn’t really show any
numbers.  You know, we spend all that money on an event, or we
spend all that money on a beautiful site … What did it do for us?
What did we get back for it? Nothing, nobody knows really. I mean
there were anecdotes here and there but we don’t really know. So
over the years they created all these beautiful technologies that
help us measure that, and it’s up to us to create the KPIs that
ensure the bottom line.  So my strategy from day one was to show
the bottom line. We spent X, and therefore as a result we had Y
inbound leads that turned into whatever converted and whatever
closed … With management, the way I grew my team is, I was able
to show the numbers and how they grew, and with that I got more
investment, and I was able to show more and more and more.
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Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the
Evolution of B2B Content Marketing
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Source: FS – _Marketing
Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing