Most B2B companies are still trying to generate revenue using a model that no longer fits how senior buyers behave. They chase activity, count pipeline stages, and invest in more Martech, while the real commercial problem sits somewhere else entirely: visibility, repeated exposure, trust, and the ability to engage buyers at scale without forcing them into contact too early.
In this episode, Nigel Maine breaks down why modern B2B growth is structurally misaligned. He explains why CEOs and revenue leaders need to stop thinking like campaign managers and start thinking more like broadcasters, system designers, and operators of audience-building infrastructure.
This is not a discussion about getting marginally better results from the same model. It is about replacing the assumptions that have been quietly damaging B2B sales performance for years.
In this episode:
- why much of modern B2B growth thinking is based on the wrong assumptions
- why buyer anonymity matters more than most GTM teams admit
- why repeated exposure to a total addressable market matters more than internal activity metrics
- why keyword-stuffed content and fragmented Martech thinking are losing ground
- how one strong strategic idea can be multiplied into an entire content and visibility engine
- why sales has always been a numbers game, but B2B has measured the wrong numbers
- how the salesXchange operating model is structured to support visibility, engagement and buyer readiness
Watch if you are a CEO, founder, commercial leader or GTM operator who knows the standard B2B growth model is no longer fit for purpose, but wants a clearer view of what comes next.
CEO Summary
Most B2B companies are still operating with a revenue model built for a buyer journey that no longer exists. In practice, that means too much emphasis on campaigns, leads, SDR activity and Martech tooling, and not enough attention to how senior buyers actually behave.
This episode argues that the core issue is not a lack of effort. It is structural misalignment.
Nigel Maine explains why modern B2B growth systems often fail because they are built around interruption, early capture, and internal activity metrics rather than market visibility, repeated exposure and buyer readiness. He makes the case that many CEOs are funding fragmented systems designed to manufacture leads, while the real commercial need is to build recognition and trust across the total addressable market.
The episode also looks at the changing nature of search and content visibility. As search becomes more context-driven, generic SEO tactics and keyword-heavy content become less effective, while useful expertise, clearer thinking and educational content become more valuable. That shift reinforces a broader point: B2B firms need to become better at educating their market, not just promoting themselves inside it.
A central theme of the episode is that sales has always been a numbers game, but B2B has been measuring the wrong numbers. Instead of asking how much of the target market is seeing the company repeatedly, most firms continue to measure sales stages, outreach volumes and internal pipeline motion. Nigel contrasts this with broadcasting logic, where audience size, frequency and recognition have been tracked for decades.
The episode closes by outlining a more structured operating model for B2B growth. One that combines exposure, narrative, content multiplication, and engagement orchestration into a more coherent system. For CEOs, the message is blunt: if revenue growth feels harder despite more tools and more activity, the problem may not be execution. It may be the architecture itself.
Transcript
The GTM Reset #05
Visibility at Total Addressable Market Scale
Thanks for joining me today - first things first. Last week I said I was thinking about the name Beyond GTM - It was taken. So before I went any further, I bought the domain names TheGTMReset.com and .co.uk and there we have it. [GTM Reset SLIDE]
I would say most B2B companies overestimate their visibility because occasional campaigns do not count as market presence. // A lot of B2Bs output sporadic content, achieve paid spikes in activity, and naturally have outbound limits / and so they've got / or are limited to event-dependent visibility. Does that make sense? // If your entire Total Addressable Market doesn't see you consistently, / you are structurally / invisible, and if that's the case, your competitors own the narrative, and possibly they own your chosen market too.
One of the problems we have to face it the attitude of Too Long Didn't Read. TL;DR
This mentality, especially in B2B marketing circles is so destructive as it assumes we, as CEOs have got the attention span of a goldfish and whilst we all know about the 30-60 second elevator pitch / that's only relevant when someone is trying to impose a sale not earn the sale.
The past 20 years has been about keeping content short, very low effort for podcast, video and live stream, gated thin content, low exposure, low effort, low posting, quick engagement, forced webinar registration, and a reliance on PPC to landing page for demand gen. This whole attitude does nothing to align a business with buyers as it's treating the buyer like a fool. But not anymore!
[CONTENT INDEX SLIDE]
So - What to expect from today's show - and why stay? Well, for a start I think you'll learn something new that will be the beginning of a significant change in your business. The crux of it / is about how you're going to trounce your competition. It starts with the smallest piece of information, and we have all been listening to the same narrative for the past 20 years - now, it's all about to change!
This week I want to cover // what it means / to achieve visibility at scale / and I want you to see why this is completely achievable and what it will do to your business.
But first I want to look at some news, that's completely relevant new business generation.
The News this Week
[CLAY LOGO SLIDE]
I read this week that Clay wants to own the sales and marketing workflows - it's wants to own the end-to-end sales and marketing workflow by acting as an AI-powered, no-code "operating system" that sits between raw data sources / and CRM execution. /. Here's what GPT says about Clay: It is a low-code web-scraping, lead-scoring, reverse-IP-lookup platform with a high learning curve, and potential high cost based upon its credit-based system for enrichment and AI actions.
Clay is attempting to transform into a "system of action" that makes traditional, manual sales operations obsolete.
My view
Clay along with many other businesses are adapting AI to replace the grunt-work or manual work / businesses believe they need to undertake / when it comes to selling. And long may it continue - I say that because that is the entire problem in a nutshell. / The more business like Clay, Instantly and users of n8n AI automation keep going round the same treadmill, the longer the B2B industry will stay in the 1950s.
I've said this before, the fact that any business / wants to identify or combine business and personal information / in order to instigate an introduction leaves me cold - it's seriously downright intrusive. Secondly, to 'de-anonymize website visitors' can only be done by knowing the visitors IP address and matching that data with something else - like consumer ecommerce data / that carries with it mobile numbers, full names, addresses and so on. If you thought retargeting adverts were bad enough, this is a whole other level. And if it leaves an uncomfortable feeling in you // think what it will do to your prospects.
Clay's approach shows the embedded mentality / that salespeople have to go out and find the business and create their market. And from an aggressive standpoint that has worked in the past, but not anymore. // If it were that easy / everyone, including Hubspot and salesforce would be doing it and there would be no discussion. Data 'Enrichment' is about identifying people who have moved jobs, and any other possible marker that would indicate change. But think about this for just a moment / you can easily imagine / A CEO surrounded by his or her team, discussing possible changes in the business. / Does anyone really think they haven't thought about different software, hardware or people requirements to accompany this future change, or growth, development or transformation - they don't need a salesperson to pitch up and tell them how to run their company.
[OCEANS ELEVEN SLIDE]
This attitude and approach / to direct B2B selling / is based upon believing the prospect is a 'mark' // the same term 'grifters' use, you've seen Ocean’s Eleven or Hustle, right? Many B2Bs believe salespeople are to enforce sales / thinking they can make it happen and so it's not about allowing the buyer to buy! I have sold millions of pounds of tech, SaaS, and services, and I know firsthand / as do you, / that the moment you walk inside a prospects office, you are there to serve - you are not controlling the situation.
I heard a great story. I sold a four-location telephony network to a very large dairy. I was told that a well-known and shady insurance salesman visited to do a presentation to the board. He made some seriously outlandish claims that made the owner say / and I was told this by the CFO by the way) The owner said how on earth are you going to achieve that - his response was gold. He replied, "You make the yoghurt, and I'll make the money". He was kicked out, never to return. But this attitude is still out there.
[ARR SLIDE]
Agreed, we're not shop assistants and yes, we may well have / a great deal of experience and expertise in our fields, but, and it’s a big but, IF one has / a superior or arrogant attitude you will fail. Some might fall for it, / but what you're after is/ not only the sale,/ but longevity / you've established the customer acquisition cost the CAC, / now you're looking to achieve the Life-Time-Value, / the LTV. The reality is / No one wants to be forced to employ customer success teams just to keep the customer sweet and make sure they keep paying. But again, the last thing you want is the investors asking why your ARR is dropping. And that average figure is simply not enough, and it's not sustainable as everyone now knows from the previous SaaS high values compared to today's lows.
The fact is / everything in B2B emanates from the first asset your prospect sees. Not the phone call. It might be the first social post they saw or an email they dismissed, but perhaps it registered somewhere in the back of their mind. Then they saw a banner ad in their newsfeed on Linked. They couldn't delete it, but they did notice it.
And so the 'dance' continues. And that / is the best you're going to get. And there's nothing wrong with that / because this is all about scale. Think about this for a moment - a luxury brand does not blindly cold call, it doesn't request full contact details on website forms so that they can call up and arrange a meeting with you. Could you image Louis Vitton prospecting an area to try and find people that had enough money to buy their latest product??? It not happening. I will say / that you are competing with the likes of certain luxury brands but not how you think. You're competing for eyeballs on screens. But that's another story.
So you can see how B2B GTM companies believe they need to double-down in their markets to capture more of it and keep it. It's the same as getting cold called / by telephone / by an AI - like I did earlier this week. I said, "Hello AI" and they replied, "Yes, I am an AI, thank you for noticing!" The technology is very clever, but AI or not, we can't stand someone calling us on our mobiles as we as CEOs see it as an intrusion.
Getting technology to do the donkey work in this respect is simply scaling an already bad and can I say detested process.
SEO vs LLMs
[Visibility at TAM Scale]:
The main subject today is visibility at scale / presented in three segments to illustrate how to achieve exposure to a Total Addressable Market. //. First, we have to address the matter of SEO and LLMs and understand where they fit into all this / so it sets the scene.
The first segment / Visibility / starts with creating a reason for prospects to even want to notice or associate with you and that requires content. / Two #2 Then you have the mechanics of reaching your desired / total addressable market / at scale. / in other words your physical efforts in making this happen / and with that there are some caveats, and I'll come on to them. And finally, #3 the orchestration required to support this workflow, / our ability to understand the data we're obtaining / and for that to help steer our business and future decisions.
Search Is Changing… And Most B2B Firms Haven’t Noticed
[SEO vs LLM]
So / starting with SEO and an observation. / Something fundamental is happening in the way search engines work, and most B2B companies haven’t noticed yet. / But for the past twenty years, search was essentially a keyword matching exercise. / You typed a phrase into Google. / Google looked for pages containing those words. And then it ranked them based on things like backlinks, domain authority, and where the keywords appeared on the page and you got your search engine results pages, your SERPs.
[GOOGLE LOGO]
That’s what created the entire SEO industry. People started engineering content for the algorithms / not writing content for people. The whole Keyword density. / Keyword clusters. you know Three thousand word “ultimate guides”, that kind of thing. / In reality, a lot of that content was simply written to / manipulate the search engines / rather than actually help the reader. / But that era / is now ending.
The Shift – From Keywords to Meaning
Nowadays, Search engines are not primarily looking for keywords. / They are trying to understand meaning. / And this shift started some years ago with updates like Google [Hummingbird], then Google [RankBrain], and later Google [BERT]. / Those changes introduced natural language processing into search. / Instead of asking: / “Does this page contain the keyword?” / Search engines began asking: / “Does this page actually answer the question?” / That might sound like a subtle difference. / But it changes everything.
The LLM Era – Search Engines Are Now Reading Content
Now we’re entering the next phase. / which is; The Large language models are being integrated directly into search engines. / Systems such as Google MUM and the new Google Search Generative Experience Optimization or GEO / not SEO but GEO meaning that search engines are no longer simply indexing pages. / They're reading them. / They're analysing: / WHAT the article is about. / What problem it solves. / Whether the explanation actually makes sense. / And increasingly / they're producing AI summaries directly in the search results which you've probably seen. / So the search engine is becoming less like a directory… / …and more like a research assistant.
Why Keyword Stuffing Is Becoming Obsolete
[GOOGLE + EEAT SLIDE]
This has a huge implication. / Because LLMs are very good / at spotting low-value writing. They can detect: / Repetition / Thin explanations / Templated content. / The sort of content that was created purely to get the page ranked. / What they NOW reward instead / is real expertise. / You know, the content that contains: / Experience. Insight. Clear explanations. err things that show / Original thinking, and so on. / Google summarises this idea / with what they call EEAT. Experience. Expertise. Authority. Trust. In simple terms,/ search engines are now asking a different question. Not: “Does this page contain the keyword?” But: “Is this a credible source of knowledge?” So can you now see how our reliance on search has framed our content and not the other way round as it should be.
The Bigger Change – Topic Authority
[SHOW TOPICAL AUTHORITY SLIDE]
And there is another shift happening behind the scenes. / Search engines are moving towards topic authority analysis. / They don't just rank a single page. / They analyse the entire website / and look at whether the site consistently publishes meaningful material on a given subject. / In other words, they are asking: Is this website genuinely knowledgeable about this topic? Or is it just producing SEO content? / And this is why founder-led websites and specialist platforms / are becoming more competitive. / Because they contain real thinking, and not generic marketing articles.
What This Means for B2B Companies
So if we bring this back to B2B. / Most B2B companies are still producing content like: “The Ten Benefits of Cloud Software.” or “The Ultimate Guide to Digital Transformation.” or “The Five Trends in Customer Experience.” All of which is perfectly optimised for SEO. But completely interchangeable / I mean you could swap the company logo, and nobody would notice the difference. // That kind of content is exactly the sort of material that AI systems now treat as low informational value. Because it doesn’t contain genuine insight.
The Real Opportunity – Educating Your Total Addressable Market
Now here’s where this becomes interesting. Because the alternative is exactly what we talk about in this show. Instead of writing content to manipulate search algorithms… You publish content to educate your Total Addressable Market. Because we absolutely know they - we - want to self-serve and self-educate and also remain anonymous before speaking to a vendor. // So what you do is / you explain the problems. / You analyse industry failures. / You challenge accepted assumptions. / You show people a different way of thinking about the issue./ In other words, you build knowledge authority. And when AI systems read that material, / they recognise it as high-value content.
Why Live Shows Fit This New Search Model Perfectly
[GENUINE CONTEXT SLIDE]
This is also why long-form educational formats work so well. Things like this: like Live shows. / Podcasts. / Detailed analysis, and so on / Because they contain CONTEXT. // They contain reasoning. // They contain the kind of thinking that can't be produced by keyword engineering. / And when those shows are published as transcripts, and summaries, and articles… Search engines can read them and understand the expertise behind them. //. So the bottom line, is./ Search is no longer about playing the algorithms. It’s about demonstrating knowledge. Which means the best strategy going forward is remarkably simple. Educate your market. Explain the problems. Provide real insight. And do it consistently. Because when AI systems read your content… They are no longer just looking for words. They are looking for understanding. // And this is exactly why / visibility to a total addressable market is no longer about SEO. It’s about building authority through education. Which is precisely what we’re doing here every week.
[#1 Open Access - Educational Content]
[OPEN ACCESS CONTENT]
So, let's assume / you now have an open-access website / that means you've got rid of all the demand gen forms / and you have a catalogue of educational and informative content. You've also stopped your pay-per-click campaigns - don't forget that...I say that because I won't click on a PPC ad, because I know it will link to a form, demand my contact details and we're back in the loop again. // As B2Bs we can't rest on our laurels and hope we can build it and they will come. We have to engage in the promotional process and TELL our intended audience we exist; we've got to tell them our story and explain why they should engage with us before they buy from us. You've heard the expression, "you don't get a kiss on the first date". Well, it's no difference in business.
[REPOSITORY ILLUSTRATION]
So imagine you have this big repository full of content. What you do next is identify the calls-to-action that would match any chosen piece of content. So, if you were to write a banner advert or a social post, what would you say that would make a CEO or prospect click on it and download or watch the piece of content.
You might have written a whitepaper, an article, a blog, a video, a podcast, anything. It doesn't matter. What is important is maintaining the purpose / of distributing useful / engaging content. It's more a case of / 'write it and they will come'. //
#2 The Exposure Multiplication
[#2 EXPOSURE MULTIPLICATION SLIDE]
This is where it gets interesting. The first thing you need to be aware of is repetition. You'll recognise it from television adverts that get on your nerves, / but there's method in their madness. And they know, you get to remember the ad. / And that's why the promoted products are at eye-level in the supermarkets. // A scientist Robert Zajonc discovered if animals saw the same thing over and over and / if it didn't try and eat them, it was probably safe, and so he asserted it's the same with us humans! There's also Daniel Khaneman who discovered / if we're exposed to the same thing over and over / and it became very familiar; we begin to believe it's also safe and won't do any harm. But in this case, he categorised that as 'System one', or Thinking Fast - System Two was about being considered and doing research / which is called - Thinking Slow. His book is called Think Fast & Slow. And that's why we all think Marketing Automation is safe. Because we've been told the same thing over and over by the MarTech industry and all their marketer advocates. And even though it doesn't work / we keep paying the SaaS and hoping for the best because there is nothing else - until now. / We also expected our staff to Think Slow and do some research - if they did / we wouldn't all be using automation platforms in B2B. That's another conversation. So you see where I'm coming from regarding the repetition thing.
Now, Say you have a PDF download that has been created and you create a post to promote it. // Once you post on say LinkedIn - you'd think that's it, one-and-done. / You can't post that again the same day or the following day as LinkedIn will flag it as spam. To comply with LinkedIn you have to leave it for a while. Let's say, to be on the safe side / 30 days. /. So what do you do now? Well, long hand, create another - not another pdf, but definitely another post. /. and so you have to repeat the process manually. You get the picture. / But in reality, very few businesses ever do anything like this because it's too labour intensive / but more importantly most GTM teams are not even aware that this repetition process is a thing.
What I'm about to explain is going to change everything you've been doing in B2B, but don't get phased by the scale as we have a complete B2B Operating System I'll talk about in a few minutes, so bear with me.
[sX LINKEDIN + LIVE SHOW ASSETS SLIDES x 8 ONE PAGE]
I just talked about repetition a moment ago and this is what it looks like. Multiple different posts / each with their own call - to action. What happens is you create daily posts / per CTA asset or download.
[sX SOCIAL CONSTRUCTED POST]
You don't create them in the normal way; you construct them in our system. Create one bottom layer and one top layer and the system generates the middle title text layer and all the additional UTM and CTA data and uploads it to the scheduler.
[DUAL CTA SLIDE]
Because of the nature of social posts, we have the main CTA which is to download a PDF and add a Live Show banner at the bottom. And the best bit, to construct and output 30 assets ready to post takes a few minutes.
[REVENUE RESET SERIES SLIDE]
Here is an illustration of our Call-to-Action series. We've had over 500 downloads of our PDFs in five weeks. Which I know is outstanding for a LinkedIn campaign.
[POSTING AT SCALE SLIDE 1]
So 1 x PDF CTA download would have a TRACK assigned to it,
[POSTING AT SCALE SLIDE 2]
So one track equals 30 posts, per day
[POSTING AT SCALE SLIDE 3]
That posts is distributed to all the social platforms you're connected to; so we've got 1 track, times 30 days, times 5 social platforms.
[POSTING AT SCALE SLIDE 4]
Multiplied by five members of staff and your company profile
[POSTING AT SCALE SLIDE 5]
Which means one post gets multiplied and could reach 900 impressions in one month
[POSTING AT SCALE SLIDE 6]
LinkedIn allows you to post 20 times a day, so combined it would achieve 18,000 impressions
[POSTING AT SCALE SLIDE 7]
And if you had 16 in total that's 48,000 impressions per month
This means one profile can have up to 600 preprepared graphics or assets that are automatically posted every day, every month, and then repeat.
And the specific reason for this, is neither you nor I could guess when our prospects are scrolling on social media, so therefore we make sure we post every day right! So, that's the first part. And it really is set-and-forget /.
[PAGE OF SHORTS]
We broadcast 4 live shows each month and turn those shows into 90 YouTube Shorts.
[PAGE OF SOCIAL POSTS] We post 480 LinkedIn assets in the past 4 weeks; Those combined assets generated just over 24,000 impressions and more than 700 engagements from our current channels alone.
[sX EMAIL]
The second part is sX Email. You should have a prospect database that aligns with your Total Addressable Market, based upon SIC Codes and Post Codes and so on. If you haven't you need to get one as soon as. Emails are sent once a week to update your market about products, downloads / and live shows.
[sX BANNERS]
In conjunction with sX Email, there is the 3rd part which is [sX Banners]. These banners are displayed to the matched audience / of your email database I just mentioned. So your TAM sees the emails and sees the banners on their newsfeeds. Combined / these enable you to absolutely explode your visibility. But the imagery starts pattern recognition, but not image fatigue because the emails and banner images are always different. / But it doesn't stop there.
The numbers are staggering and all it needs / is for you to be aware of how you can do this.
Not Plain Sailing: Beware of Overstatement
[BUYERS STAGES SLIDE ONE]
There is a bit of a caveat of sorts. With all that work, you'd think it's just a matter of sitting back and waiting for the leads to roll in - but you'd be wrong / because there are different stages that we / as CEOs go through, let me explain. You could say there is an unspoken / filter:
[MONTH 1]
In discovery, us buyers, CEOs or prospects start to see something different, we just observe, maybe opening PDFs, scanning sections, reading executive summaries, might visit the website once or twice. Then [Month 2.] the Intellectual Curiosity starts to build / we begin consuming more content / or watching part of a livestream, revisit the website, checking the LinkedIn profiles. Then [Month 3.] the Internal Comparison / Some CEOs begin comparing what you're saying / with their own organisation. They ask themselves questions like, why is this happening, or why is THAT happening. [Month 4.] or it could be month 10 you've then got the Silent Shortlisting, / but it's not about you / it's about the direction of thinking they now agree with / and they're starting to find out who has got the same mindset as they NOW have. // They, we still won't contact anyone - not yet. // Then [Stage 5.] This is the meaningful one for them / The internal trigger / so something happens. / It could be to do with people, the business, financial, who knows, but something happens / that forces a business to do something
[THE SIX SALES STAGES]
And this is where the sales stages get triggered, you've seen this type of thing before yes? / It could be as simple as it fitting in with their Mission and Strategy. / Or it could be this simple fact where education and learning transitions to buying. And BTW this is why telesales cold calling has a 300, or 400-1 success rate / because they're trying to find people who are on this line.
[BUYER STAGE SIX SLIDE]
Then back to the Buyers stages and Finally Stage 6. when they contact your organisation and say "I've been watching or reading xyz and I'd like to have a chat with someone"
Sales is Always a Numbers Game
[NO SLIDE]
Sales has always been a numbers game. That has never changed and never will. The problem is that B2B companies have spent the last twenty years measuring the wrong numbers. Most firms measure activity inside the pipeline. They track cold calls, leads, email opens, and CRM stages. Yet very few organisations measure the most important number of all: how much of their Total Addressable Market can actually see them.
In other words, we obsess over internal activity while ignoring external visibility. Nothing about this is new or revolutionary. Sales has always been a numbers game. Broadcasting has always been a numbers game. Advertising has always been a numbers game. The difference is that B2B never joined those numbers together.
Broadcasters solved this decades ago. They asked straightforward questions:
How many people saw the programme? How often did they see it? Which slot performed best? Which creative asset held attention? And what response did it produce?
While they were measuring audience size, frequency and performance, most B2B organisations were still counting cold calls and pipeline stages. What we are doing now is simply applying that same audience logic to new business development and tracking it from first exposure through to commercial outcome. Once you start looking at the numbers this way, something very obvious appears.
Instead of measuring activity inside a small pipeline, you begin measuring visibility across the entire market. You create continuous exposure to the TAM and then monitor the behavioural signals that follow. There is nothing magical or futuristic about this approach. It is simply the discipline broadcasters and advertisers have used for decades, now applied to B2B revenue generation. And when you start measuring the market this way, the numbers become very interesting very quickly.
So it's really important for you to visualise the position of B2B through these lenses.
[VISIBILITY RECAP]
So just to recap
- First | you create educational content or assets / and you teach your solutions (don't sell them) and you explain / why prospects should buy from you. It's simple right, because you've been doing it for years.
- Next | you produce and distribute your social posts at scale, all 600 a month.
- Then | All this outbound posting and content drives traffic to your weekly live show to enable prospects to get to know like and trust you - again / AT / SCALE.
And you're probably saying to yourself if we're doing all this at scale, how on earth would we manage everything.
#3 Orchestration & Telemetry & The sX OSTM
[sX OS]
Well, that brings us to the salesXchange Operating System.
Firstly, it's not SaaS, it's a local / web / and telemetry server, on premise. And it's not marketing automation, SEO, social media, or content marketing, it's actually the entire B2B workflow every one of us knows, / but designed into a central, consolidated operating system that enables / and orchestrates / everything we as B2Bs have always needed / But have been too blinkered by big tech MarTech and their advocates to realise what was actually being 'done' to us and our businesses.
[sX OS DESCRIPTION SLIDE]
Asset Construction at scale > Social Post Production and Distribution > Live Show Exposure > Meeting Orchestration* / B2B Landscape Visibility/Telemetry > Integrated LLM Internal Support via Notion and sX Hub > sX Course
[sX SOCIAL - CREATE]
I mentioned earlier about the production and distribution process to get TAM Visibility. Well, this is the data entry point. EXPLAIN - Text files and images are uploaded.
[LINKEDIN POSTS x 8]
These are the posts.
[sX SOCIAL - GENERATE]
Here is where the post gets constructed or generated
[sX SOCIAL - CONSTRUCTED EXAMPLE]
This is what I showed you earlier
[sX SOCIAL - DISTRIBUTE]
And once the OS done what it needs to do, you click DISTRIBUTE and it loads it to your social posts library and start posting them every day, until you stop them.
[sX OS DESCRIPTION SLIDE]
Back to the description slide. The Email and Banner process is similar and even more simple. They're more ad hoc as opposed to working on autopilot.
The next stage is LIVE - which is what we're doing right now. But in your case, we would typically set up a studio in your offices as long as you have space, if not we would organise a studio, either one of ours or one local to you. That's the easy part. We would also set up remote studios for your salespeople so that they can maintain delivery of the same level of professionalism you are demonstrating at your office studio. And the reason for that is because of the next and most significant stage.
[sX CONNECT APPTs SLIDE]
At this point you are generating a significant amount of exposure and visibility and the most effective way to maintain momentum is to capture your prospect whenever they're ready. So not just when they're watching you, but when they're on your web site and at whatever time they're engaging with you..
[sX CONNECT RSFORM CAROUSEL]
First they're asked to complete a Discovery Data Form. The kind of questions everyone would ask at their first meeting. But it's done in advance and saves everyone heaps of time.
[sX CONNECT RSFORM SLIDE]
It's pretty straightforward and cuts down the time you need to question a prospect when you first meet them.
[sX CONNECT SEQUENCE SLIDE]
Once they complete the form and submit it, they're able to book a meeting with anyone in your team, and will schedule the meeting based upon location, availability or expertise.
Then the meeting preparation is done. The OS carries out research on the company and individual, generates the proposal, the cost comparison and slide deck, and notifies the salesperson having first booked the meeting in their diary and delivered all the meeting documentation, so none of your team ever get behind no matter how many meetings get booked.
[sX EXECUTIVE VIEW SLIDE]
This screen of the Executive View which shows you all you would want to know at a glance.
You can see all the necessary metrics such as Social, Email, Banner impressions and Live views, that lead to meetings booked, proposals generated, Quotes sent, and finally ta da! Pipeline movement and what the value is up to. Seriously, what is there not to love about this.
[sX OPS SLIDE]
Finally - you need to have the telemetry of everything that's happening, from the large-scale exposure on multiple platforms / to understanding the visibility you've achieved / through to the engagement from downloads / to watch-time / to the actual meetings booked online / to the proposals and pipeline generation.
This new Operating System, over time / becomes a growing data engine / rather than a collection of disconnected marketing activities.
The fascinating thing is that nothing new has been invented to make this happen. The platforms already exist. The analytics already exist. The telemetry already exists. The tracking already exists. The only thing that has changed is the decision to look at B2B sales through the lens of market visibility / rather than campaign activity. /
[SX OS - SPINNING ON]
Instead of asking "how many leads did we generate this month?",/ we ask how much of the market is seeing us. / We ask how often they are seeing us. / We ask which ideas attract attention. / We ask which assets generate engagement. And we simply ask which exposures eventually turn into meetings and revenue.
Once you start thinking about B2B this way the entire commercial picture becomes much clearer. Sales has always been a numbers game. The difference is that we are finally measuring the right numbers. [SX OS - SPINNING OFF]
[RECAP:]
[CONTENT REPOSITORY]
You have to imagine and realise potential once you have your Content Repository, then you have the Exposure Multiplication, which is parsed through the Buyer Stage Filter which ends up as data in the Measurement Telemetry system in sX OPS.
[SX OS - SPINNING ON]
The impact this has is high volume exposure to your TAM, lower costs, increased profitability, higher ARR-FTE, A platform that's far easier to manager and to keep your CFO happy significantly accurate budget accountability.
As you can see, the ability to achieve visibility at scale towards an entire TAM is now completely achievable and manageable. Even drilling down to a granular detail that can identify individual successful assets.
As you know, there are 10 main social platforms, I've no idea which you use, but you can imagine the multiplication calculations. So no matter who uses what or how many people you have, everything is consolidated to Googles BigQuery data servers - so that's all social, all YouTube, all Google Analytics, Notion, Email, LinkedIn, everything - so now you can slide and dice all the data to drill down to understand what is going on with your market, your TAM, your outbound, what works and what doesn't and this whole consolidated effort puts you in control more so than ever before.
The most important takeaway is that this is all about / reframing / B2B new business development / into a replicable / orchestrated process that is virtually / set and forget. [SX OS - SPINNING OFF]
[sX COURSE]
And lastly, but not least / is sX Course, which is your gateway to executing this entire system by retraining your GTM teams. Our course is available online, its self-paced and can accommodate any number of people at the same time, so you can retain your entire team, at the same time, wherever they are in the world, which means you can exploit the benefits of the Operating System far quicker than trying to simply encourage or force people to use it. The key is that B2B GTM teams need to change their thinking first and understand why it's not working, before they attempt or you attempt to get them doing something different.
I hope all this both makes sense and has captured your imagination. I'll be back next Thursday, same time 11:00am, so join me then and we'll be talking about why gated content slows down enterprise sales and where ABM fits into all this. Until then, bye for now.