Aia Laser Hosting John Dwyer: The WOW Factor Formula In B2B Marketing - Ep 33 Aia Laser- Hosting B2B Digital Marketing Hub podcast

This B2B Digital Marketing Insider Podcast episode, host Aia Laser sits down with WOW marketing pioneer John Dwyer to decode what truly makes customers stop, remember, and act, even in highly technical B2B categories. Together, they unpack how B2B companies, especially those in deep-tech, engineering, SaaS, and enterprise solutions, can identify and apply a WOW factor that drives real differentiation. Exploring the mechanics of building unforgettable experiences across B2B digital marketing.

Aia and John explore what makes buyers stop, remember, and take action, especially in long sales cycles where engineering teams and CTOs drive decision-making. John explains how organizations can identify their standout “WOW moment,” validate it, and integrate it into product positioning, sales enablement, and SEO for B2B funnels.

If you’re working on deep-tech messaging, sharpening your SEO for B2B positioning, or preparing your team for upcoming B2B marketing workshops, this conversation offers actionable guidance for building memorable, trust-driven campaigns in an AI-powered world.

Chapters

(00:00) – Welcome to the B2B Marketing Insider with Aia Laser
(00:33) – Introducing Guest John Dwyer & The Institute of WOW
(01:00) – What Is the WOW Factor? Core Framework Explained
(03:42) – Can Every Company Have a WOW? Misconceptions & Reality
(05:14) – WOW in B2B: Long Sales Cycles, Committees, and Deep-Tech Products
(06:47) – Turning Technical Features Into Emotional WOW Messaging
(08:12) – Finding the WOW for B2B Customers
(09:14) – Real Examples: Incentives, Offers & Creative Hooks
(12:58) – How John Identifies the First High-Impact WOW
(15:54) – Applying WOW in Heavy Manufacturing & Engineering Industries
(19:40) – Balancing Technical Depth vs. Creative Messaging
(20:44) – B2B Targeting Challenges: Finding the Right Audience
(24:35) – The Human Touch: Why Classics of Marketing Still Work
(27:28) – Navigating Misinformation, AI Content, and Buyer Skepticism
(30:59) – The Importance of Testimonials for Trust & AI Engines
(33:24) – The Power of Humor in Modern Marketing
(38:57) – “Wasted WOWs”: When Companies Choose the Wrong Hook
(43:01) – Do WOW Factors Need Refreshing or Stay Constant?
(46:18) – Can Companies Have Multiple WOWs?
(48:24) – Incentives and Free Offers: When WOW Works (and When It Doesn’t)
(52:25) – Crafting a WOW That Stands the Test of Time
(57:23) – Where to Learn More: John’s Workshops & Resources
(58:20) – Exploring a Future Case Study with John
(01:03:52) – Why Incentives Are Needed for Non-Tech-Savvy Audiences
(01:06:23) – Closing Remarks with Aia Laser & John Dwyer

B2B Digital Marketing Hub LinkedIn

(00:00) - – Welcome to the B2B Marketing Insider with Aia Laser
(00:33) - – Introducing Guest John Dwyer & The Institute of WOW
(01:00) - – What Is the WOW Factor? Core Framework Explained
(03:42) - – Can Every Company Have a WOW? Misconceptions & Reality
(05:14) - – WOW in B2B: Long Sales Cycles, Committees, and Deep-Tech Products
(06:47) - – Turning Technical Features Into Emotional WOW Messaging
(08:12) - – Finding the WOW for B2B Customers
(09:14) - – Real Examples: Incentives, Offers & Creative Hooks
(12:58) - – How John Identifies the First High-Impact WOW
(15:54) - – Applying WOW in Heavy Manufacturing & Engineering Industries
(19:40) - – Balancing Technical Depth vs. Creative Messaging
(20:44) - – B2B Targeting Challenges: Finding the Right Audience
(24:35) - – The Human Touch: Why Classics of Marketing Still Work
(27:28) - – Navigating Misinformation, AI Content, and Buyer Skepticism
(30:59) - – The Importance of Testimonials for Trust & AI Engines
(33:24) - – The Power of Humor in Modern Marketing
(38:57) - – “Wasted WOWs”: When Companies Choose the Wrong Hook
(43:01) - – Do WOW Factors Need Refreshing or Stay Constant?
(46:18) - – Can Companies Have Multiple WOWs?
(48:24) - – Incentives and Free Offers: When WOW Works (and When It Doesn’t)
(52:25) - – Crafting a WOW That Stands the Test of Time
(57:23) - – Where to Learn More: John’s Workshops & Resources
(58:20) - – Exploring a Future Case Study with John
(01:03:52) - – Why Incentives Are Needed for Non-Tech-Savvy Audiences
(01:06:23) - – Closing Remarks with Aia Laser & John Dwyer