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About Us...

B2B Marketing Research, Analysis & Advice


The point of About Us pages is to communicate some background, not just about why the business set up, but about the character of the person that's actually running the business, and in this case, obviously it's me.

And the idea is, is that over time, if we were to have a meeting, one of the things we would talk about in our first meeting would be, Who are you? What's your background and how did you get here? And so, with part and parcel of what we advocate in terms of business, it's really important that I you communicate who you are digitally.

Because it means anybody can see it at any time and it has a knock on effect to the rest of the business. So anyway, enough of that, a bit about me, I mean I when I was a youngster.

I left the UK just before I was eighteen, so I was seventeen and three quarters, but I left the UK travel through Europe and India, Malaysia, Australia and then I came back a couple of years later and I'd worked in camera shops in Australia and in the UK and and the final camera shop I worked in,

I trebbled the guys turnover and I was really kind of into selling. I wasn't into cameras or anything like that. And from there, I got involved in direct selling and my area was in Mayfair, central London. And so I did all the typical stuff in back in the day, which is the cold calling in the rain and snow and tele sales and all that kind of stuff. And I did that for a couple of years, so I was employed for a couple of years. And then after that I set up a business with a business partner and we sold pretty much anything that would go into an office.

And so I've got a quite unusual appreciation or awareness, you could say, of what needs to happen within the infrastructure of an office. So we sold everything from, you know, photocopiers the size of a room to PC networks, furniture, ceilings, partitioning, telecoms, everything.

After that, I started, I went out on my own and I went solo again, and this time concentrating on telecoms and integration of software and telecoms. And it was a kind of a transitional period in the technology market and a pursued that, I approach it quite differently to other people because I was looking at the the systemisation of what could be done within a business.

And I produced documentation and methodologies. I produced a specific ring binder that I sent out to companies that explained the current technologies, and my approach was, well, 'have this ring binder is taken a long time to produce, and if you're if you're looking, you know, in the next twelve, 18 months, give us a call'. That approach worked because ultimately made me Dealer of the Year, two years running in the UK.

And so I basically pursued it, but the one of the big factors, though, I think within my career time in business is I couldn't scale up. And. It perplexed me and flummoxed me, I just couldn't understand, what I was supposed to do to scale up my business profitably. I'm not talking about taking on staff because at one point I had 30 to 40 staff working for me, but my logic, my intellect was saying this this ain't working.

Because if you're going to scale up, you want to do it profitably, taking on more people to me isn't scaling up. And so I constantly looked for a more efficient way of working. And that's why I was really quite into the integration of systems and software and telecoms linking into CRM all that kind of stuff.

And it perplexed me to the point where I thought I'm going to have to change. Now, we don't just have those ideas, and they just pop into our head and we go and act on them. As directors, of course, we both got life going on and family stuff and all that kind of thing.

And first business is kind of what makes a person, I guess. three months after I started my own business still in telecoms, my daughter died in a bicycle accident, she was out with my wife, my wife at the time, and my world collapsed.

I mean, absolutely collapsed. three years later. I ended up in the Wellington Hospital in St John's Wood in London, and I had a quadruple bypass. And by this time, I'm 34. But the big point of that are the point of these life issues, we're directors, aren't we...

What do you do? You don't get to go, 'I'm just going to put the company on hold for a bit and go and deal with this and deal with that'. You can't. You've got bills to pay. You've got staff to organise and manage, families to look after and so on.

So you have no choice as a director. You just get on it. You haven't got a choice and that you can see how that would kind of dovetail with my drive to understand how to scale a business profitably.

How can you make this thing called a business work efficiently, even without you being there? And so the culmination of these things, you know, three, three or four years after having bypass it, got divorced. And that had his own set of problems in dealing with the courts and children, all that kind of stuff.

And then a year, about a year or so year or so after a separated, I met Liz, and Liz and I hit it off because lots of reasons. But her children were the same age as mine and she worked in telecoms, she worked in voice recording, so of course, natural natural affinity to absolutely understand what I was doing and everything else.

And so over time, with all these different things that were happening and of courts, and everything else, it got to a point, a kind of a transition point, which was, I'm going to find out how this scaling thing is supposed to work.

And so I got involved in marketing, jacked it all in, stopped and started again and consumed everything that I could do in terms of marketing. When I was doing all the technical stuff, I immersed myself in it to the point of being able to install all of it myself, not be an engineer, but to absolutely sell it properly.

And I did the same thing in marketing, and I immersed myself in everything digital to know everything I possibly could about it, because surely that's what needed to be done to understand what these people knew. And I found out that they didn't know, either.

So, because of that, I thought, okay, well, this is nonsense. So I did everything digital that you can imagine. I built websites, I did a whole raft of things. I mean, one the websites side of things, I built this website called The Standard because one of the other things we

did, this kind of life changing thing. Liz and I became Christians and we got baptized. And so I pursued that and joined the dots and built a website that's now read in 195 countries. So if you can follow this pattern with me that I'm joining the dots in technology.

Got that one? Just follow the dots in in Christianity. Got that one sussed. And now I'm looking to join the dots in business and marketing to look at how to scale a business properly and efficiently and profitably. So as we're following all of this, I realized that there's a fundamental problem that businesses are not getting the exposure

that business to consumer businesses are getting like the typical brands and so on, and so right, OK, that's what we need to do. So everything set up produced. All this content needs to be varied because nobody knows, if the person that you're speaking to, likes to read stuff, watch stuff or listen to stuff so you have to produce all of it to accommodate their taste. It all made complete sense to me.

I produced 110-120 bits a different content. I was ready to go. And the world came to a halt. I mean, I was skipping skipping years here, we're talking about last year.

It all came to a halt! It took me a couple of years to get everything ready. And then 2020 happened and the lockdown and pandemic. So I'm like man, oh, man, talk about timing. What do we do?

How do we get this movement and I was almost there. I knew I was almost there, but it... And it all fell into place. The fundamental problem was marketing automation software, and you think, well, how can that be? If you think about this, you use marketing automation software.

You must, by definition, hide all of your content, behind an email, which means Google can't find it period end of, nobody can, unless they give you an email address. So I thought, right, okay, what do we need to do?

We did set things up in a certain way. You can produce this content that everybody has a certain taste to want to read, watch or listen to. And in doing that, promoting that you have to advertise it.

To do what B2C is doing, which is to produce adverts to promote content. It is as simple as that. You create your content and you don't have to do loads of it, because it's only what you need to sell your products, you need the adverts to sell them.

That's what I did. I set up the adverts. I set up the mechanism that sold your content, that sells content to drive people to buy your products and the other part is, if you want to do that, you ought to make that work more efficiently.

You change your infrastructure as well to accommodate the content that you're producing. And that's in a nutshell, so I've gone from from these kind of blocks from from working for myself and trying to get a technology business to thrive and to scale it up but I couldn't.

And parallel to that, we've got all these different life experiences that both you and I would have gone through and, you know, how do we deal with that? And then whilst looking at joining the dots with all of those and all of my life experiences, I've then arrived at this methodology to say this is how it needs to be done and it's not about software, it's not about A.I. is not about anything, not about IBM. Nothing like that at all. It's about an adjustment that needs to be made within a business. So that's how I got where I am today.

I've written books. I've spoken publicly, preached baptized people, done a lot of different things. And I suppose that's it. There's nothing really much else to say. If you want to talk about your story, give me a call. If you want to talk about your business marketing.

Give us a call and we'll see what we can do and see how we can help. But we have a very, very different approach to every other marketing business out there. Because people buy people, and that's what we've always done, and we've told them we've done that through storytelling, and that's what we've done for a millennia.

But that's it from me. I hope you've enjoyed this, and I'll catch you in the next one. Bye for now.

After two careers, the first which started in technology sales and the second in marketing, I now run salesXchange - a vehicle that delivers a B2B solution to generate consistent new revenue - and to do the creative things I like.

I help businesses like yours create multiple opportunities, drawing in new prospects, contacts and customers, breaking down the typical tension between buyers and sellers and increasing profitability.

This website explores the B2B landscape and provides a comprehensive solution to a problem every business experiences, because every business applies the same MarTech strategies, yet expects a different result.

My passion, or rather obsession, has been to develop a consistent and scaleable new business digital strategy for B2B that encompasses the following: -

  • Achieving the maximum exposure possible
  • Create a 'digital selling' environment (not ecommerce) to provide everything a prospect would want before buying
  • Create an advertising strategy to promote B2B content that is not  dependent on pay-per-click but uses social media
  • Redefine the B2B organisational chart into a more equitable, logical and balanced format that increases the profit-per-person-per-annum  

After three years  I can say I've achieved what I set out to. 

Like many business owners I have experience amazing highs and devastating lows in both business and family life that compelled me to restructure the processes that held business owners back from scaling up and frequently stole the freedom they thought being an entrepreneur would bring.

I remember a TV advert tagline  '...because life is complicated enough...!' I know from experience, if you can get your business firing on all cylinders, you can apply the right focus to other areas of your life wherever and whenever you need to.

If you like what you've seen on this website, use the strategies, download the content, edit and adapt them to your business and if you get stuck, need some advice or are looking for a sales driven digital transformation expert who knows a thing or two about marketing, then call me.

All the best,


Click to expand...

Nigel Maine - A Short Biography

Nigel began his sales career in the early 1980s, selling cameras in both the UK and Australia.  In 1984 he moved from retail into B2B sales, working for a photocopier and fax company, claiming the most lucrative of sales ‘patches’ in Mayfair.  Here, Nigel knocked on doors in the wind, rain and snow; he also spent many hours making the telephone calls to win new business. 

In 1987, after a very successful technology-sales career, Nigel started his first business with a colleague, selling anything that went into an office – desks, chairs, cabling, partitioning, computer neetowrks and telephone systems etc.  In his own words, “if it moved, we sold it”. 

By 1993, Nigel was ‘flying solo’ concentrating on selling telephone systems to both SMEs and corporates. Although the business was successful, shortly after the commencement of the business, Nigel experienced a devastating personal tragedy regarding the death of his four year old daughter.

In 1994, Nigel won his largest deal to supply, install and maintain the phone systems for a public sector organisation; he single-handedly managed the account for all their offices around the UK, 34 in total.  Accounts varied from large food producers to legal firms in The City.  He was also one of the first telecoms’ resellers to have a website, which attracted a great deal of interest from the industry’s press at the time.

It was Nigel’s approach to the business of selling, however that made him stand out from the crowd and helped him to become Dealer of the Year two years running with a major telecoms’ distributor.  As the only salesperson in the company this was a remarkable achievement.  

BushHill Image 1

Nigel’s approach was to systemise both the sales and installation process.  On the sales side he produced detailed information for prospects, which gave his future customers all the information they needed to make the process of buying easy.  Pre-installation, each system was pre-configured before being delivered to site (photo); staff were fully trained at his offices, and post-installation the customer received full and comprehensive site documentation and system configuration. 

The documentation was second-to-none in the telecoms industry with even the large manufacturers implementing his methodology.  But Nigel believed that this attention detail was essential if the client was going to be happy – and if he was going to be paid on-time and in-full every time.

However, Nigel went a step further than most salespeople; he ensured that he fully understood how each system he recommended was installed and configured.  This meant he could answer any question from the customer or the installing engineers and, by having all the information at his fingertips, he was able to provide clear and honest answers no matter what the question. 

Not satisfied with producing some of the best documentation in the telecoms industry – and being paid handsomely for it, Nigel believed the customer should now be empowered by having access to equipment without the need for salespeople. 

Having always been ahead of the curve when it came to adopting new ways of working, in the early 2000s Nigel launched one of the first e-commerce sites for telecoms offering not just simple handsets, but the ability for prospects to configure and purchase phone systems on-line.

After years of developing his business and providing consultancy for technology solutions, in 2009, Nigel moved into marketing full time and continued his quest to identify the ultimate method of blending technology to achieve an ideal return on investment. 

He had always believed that the chore of telesales was not the most productive way to reach new prospects and build relationships with them.  No matter how many calls were made each day, the returns were small.  There had to be a better way to communicate with more prospects, more consistently and with a wider reach.

Nigel learned all he could about marketing– what worked and what didn’t - and how to make it better.  His library filled with books on content writing, website building, graphic design and building a loyal following.  By applying the same rationale to marketing as he had done to selling phone systems, i.e. to systemise the processes and keep on improving on them, Nigel now helps companies transform their marketing and ultimately their businesses.

He has worked with numerous companies in sectors as diverse as personal wealth management, car insurance and hospitality.  One of his earliest successes was a start-up SaaS lending platform for SMEs.  Nigel created and executed the marketing strategy, winning a £3m deal within the first 10 weeks of trading.

He also found the time to write, edit and self-publish his book “Integrate - The Business Technology & MArketing Handbook”, which can be found on Amazon.  Drawing upon his knowledge of the telecoms industry, and Nigel’s skill at creating business and marketing strategies, the book is a guide for business owners to re-think their investment in technology and to focus on the ROI (Return on Investment) rather than the cost of ownership.  The book will soon have a second edition, which will place its emphasis on Digital Transformation and how all businesses, regardless of the industry sector, will need to embrace technology to enhance customer experience and grow revenue.

Throughout his career, Nigel has always been of the view that, in order to provide the best possible advice, that advice must be founded on authentic and genuine experience; the consultant has to be able demonstrate a personal knowledge of the technology and processes used to be able to create the best strategy. 

With that end, Nigel has spent considerable time learning how to build and manage websites; he is adept at setting up marketing automation platforms (which he now advocates is not the way forward for B2Bs) and has a full working knowledge of the full Adobe suite - Premiere Pro, After Effects, Audition and Photoshop.  He has filmed and produced all the videos, adverts and podcasts for salesXchange and its customers. 

He has come full circle from his days of selling cameras – now he is using these tools to help businesses promote their products and services across all media. By fully understanding how each piece fits together and, from his firm foundation of sales, Nigel is now able to offer a full-service consultancy and agency.  All that you see on the salesXchange website, from the graphics, to the text, to the video and podcast production has been done almost exclusively by Nigel himself. 

He fully understands and appreciates not only what it takes to run a successful business, but how to engineer the component parts that enable you to market your company now and in the future. 

From this unique perspective, Nigel is able to offer an unprecedented level of consultancy for your business, tailored to fit your needs and the position you have in your chosen market sector.

Why Should I Hire Nigel Maine & salesXchange?


  • He has sold ‘at scale’ by systemising the sales process
  • He has a personal, unique insight into selling
  • He can look at a sales problem and can identify how to solve it, because he has sold direct and at high value
  • He has a complete and thorough understand of sales, therefore he knows how crucial it is for the marketing to lead to sales


  • He has created an ‘Open-Source’ Marketing Consultancy – Showing you what needs to be done and illustrated on his website
  • He knows that marketing is divided between Strategy and Execution
    • Strategy -> he’s had a high level of success working for himself and others, working from the ground up to develop the right strategy to generate new business
    • Execution -> he’s had a high level of success working from the ground up in the execution of marketing tactics, such as video, podcasts, articles etc
  • His business insight lead him to marketing and taking a different approach, because marketing is more than just a logo or a nicely produced brochure
  • He’s identified why sales and marketing don’t work together
  • He has systemised marketing from sX Social 334 to sX Syndicates
  • He has articulated why CMOs keep getting fired every eighteen months; See 2020 Report
  • His focus is on Product Marketing (the company positioning)
  • Because he always knew and has focused on a better way of doing marketing
  • He believes marketing must be something you can replicate so that results can be achieved consistently
  • Because he believes it is possible to be monumentally successful if you do what he says
  • He knows it’s going to take some time to increase your new business doing it his way, so encourages you to keep doing it your way until the change comes
  • Because it is rare you will find another person who has anywhere near the experience in technology sales and marketing


  • He has reverse-engineered execution, i.e. he knows how to do the execution and therefore can identify your business infrastructure (what it needs to be/is in order to execute it yourself) and what you need to do to win business using the media available, e.g. video, podcast etc. Take a look at the salesXchange website which shows his commitment to producing the content – He practises what he preaches
  • He understands from the buyer’s perspective, and understands the bell curve of the market, from those who will buy from us; those that will do it themselves; and those that will never change what they do to embrace digital
  • He can sight-read your business
  • He knows how to make the numbers game work in your favour

Business Process

  • He knows how a business needs to operate to be successful
  • He knows how to reduce your costs and increase profitability
  • He knows how to re-structure your business to achieve success within this new business environment
  • Having sold and implemented that same technology into his own business, he knows how to get an ROI from integrated systems.
  • He has first-hand experience in business automation from marketing platforms to sales and CRM, ABM
  • He can make a wholesale change on your new-business-generation structure
  • He can articulate what needs to be done, and in what order
  • He understands “Digital Transformation’ – getting the internal and external customers working together with the least amount of friction


  • He has done his “10,000 hours”. If you do the work yourself, you too will need to do the 10,000 hours
  • He has always been an early adopter of technology and how it can be implemented into business to make money
  • He believes that you could do this yourself, so has given you the tools to do it, but knows that you would rather concentrate on what you’re good at and let him do what he’s good at
  • Because you know how long it would take you to learn what he knows
  • Because we have the system you could use in your business right now


  • He can instruct people well and can’t be outflanked, because he knows from personal experience how long things take
  • He’s not afraid of technology, or finding out how to do something, and is willing and able to find solutions – resourceful
  • He can help you identify who can be reskilled and upskilled; what your resources are and how you can better deploy them to make your business stronger
  • He can get you positioned OR re-position you in your market
  • He has first-hand experience of project managing multiple people and disciplines to succeed on time.


  • He is honest, authentic, transparent and truthful
  • He creates a pattern for success
  • He wants to make you a ‘leader’ rather than an ‘also ran’
  • He sees things other people don’t – and he writes about them and talks about them before anyone else
  • He wants to share his knowledge and expertise with you
  • He is funnel-focused, rather than ‘tunnel-focused’
  • He encourages companies to do it for themselves
  • He wrote and self-published a 265 page book called The Business Technology & Marketing Handbook, about obtaining an ROI from technology, available on Amazon and
  • He is decisive when it comes to identifying the problem, finding the solution and executing it
  • He has business acumen – he has started businesses for himself, has developed businesses for the others, and has worked with other’s start-ups to grow and develop the business
  • He refuses to accept that the status quo can’t be changed
  • He is a born-again Christian and runs another website called The - where he helps, advises and mentors business owners

If you do what you've always done, you'll get what you've always got.

Nigel Maine

Managing Director

Liz Maine

Operations Director

Dean Grimshawe

Project Director

Nigel Maine

Managing Director

Liz Maine

Operations Director

Dean Grimshawe

Projects Director

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