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about consumer involvement that he decided to host and co-create a virtual event that is designed to address the outdated measures of outreach for B2B interactions.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.