Over the course of a 20 year B2B career in finance, I have closed over 10 billion dollars in sales. I have coached and mentored hundreds of colleagues over the years, helping people new to B2B marketing about what it takes to be successful in highly competitive, commoditized businesses.
I see far too much nonsense on the web about 'hacks', about 'tips and tricks' and about shortcuts. There are no shortcuts. B2B marketing is hard, arduous work. Its about discipline. Its about process.
B2B marketing is a contact sport and It's so very disheartening to see new entrepreneurs try to launch and grow a business while hiding behind a screen, thinking a clever email or two or three will have people dying to do business with you. They won't. Your most important business communication tool is you. And you need to get out there and show people you care.
Most importantly, B2B marketing is about never, ever, ever 'winging it' when you are granted an audience to present. Your messaging must be clear, concise, and generate an emotional response. Often I ask new salespeople about a moment in a play, a movie or a song which makes the hair on their arms stand up, a moment when they were electrified. Then I ask "well do you think they just made that up on the spot?" The answer is "no". That electric, powerful moment which surprised you was very well thought out, planned meticulously and practiced again and again and again.
I love helping others build trust and creating long-term relationships where you are able to leverage influence and create value. But don't be fooled: I will make you work and call you out on your assumptions and do so using my legendary sense of humor.
Let's get to work!