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Live Show Summary

In the sixth episode of his series, Nigel Maine addresses the common pitfalls that B2B startups and scaleups fall into, often without realizing. He opens with a critical question about the success of businesses in generating new business consistently over the years, setting the stage for a deep dive into the "sins" many companies commit. Nigel emphasizes the importance of reevaluating traditional approaches to digital marketing, recruitment, and sales strategies, pointing out that what worked in the past may not be effective in the rapidly evolving B2B landscape. He challenges the audience to consider whether their current strategies are genuinely yielding the desired results in terms of new business generation.

Throughout the episode, Nigel critiques the reliance on digital marketing strategies that are more suited to B2C contexts, arguing that they often fail to translate into success for B2B companies. He highlights the disconnect between marketing efforts and sales results, suggesting that a misalignment in strategies and execution can lead to ineffective lead generation and customer engagement. Nigel's discussion extends to the recruitment process, where he points out that hiring practices often do not align with the actual needs of B2B sales and marketing teams, further exacerbating the challenges faced by startups and scaleups.

Nigel concludes with a call to action for B2B startups and scaleups to critically assess their current practices and consider innovative approaches to business development. He advocates for a more strategic, informed approach to digital marketing, sales, and recruitment, tailored to the unique needs of the B2B sector. By recognizing and addressing the "sins" they may be committing, Nigel believes that businesses can set themselves on a path to more sustainable growth and success.

  • Nigel discusses common pitfalls in B2B startups and scaleups.
  • Critiques reliance on B2C-suited digital marketing strategies in B2B contexts.
  • Highlights misalignment between marketing efforts and sales results.
  • Points out inefficiencies in traditional recruitment practices for B2B teams.
  • Calls for a reevaluation of strategies to better align with B2B needs.
  • Advocates for innovative approaches to business development.
  • Emphasizes the need for strategic, informed decision-making.
  • Encourages startups and scaleups to address and rectify these "sins" for sustainable growth.

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22 April 2024

How to Master B2B Growth using Digital Selling Techniques

Learn what to do next when it comes to writing more business.  Don't forget to pass it on!

Author

The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it. 

Transcript

Well, welcome to another live show my name is Nigel Maine, I'm your host. Thank for joining me Have an interesting show today and and but I would say one of the things I need to say right at the very beginning is that because I was watching a YouTube video this morning and they was saying about these hooks and the things that you need to say with you, with your short videos and so on.

Well, this isn't a short video, not by any stretch. But one of the critical things is in your history and your business history, how successful has it been generating new business? Specifically new business. And we just get rid of this. So we're looking at new business. How well is it happened whether the past year, five, ten, 15, 20 years, how persistently consistently have you been able to generate new business on your terms?

And if you haven't, if that's not happened to you or you can't kind of put your finger on, you need to keep watching this. This is really, really, really is for you. And this isn't about some marketing spiel or anything. It's nothing to do with that, but it's really, really important. Watch this. If if you do the it's the only thing you've done all week.

Watch this. And if you've got another meeting to go to, you know, you can watch it on catch up. But it's really, really important. You watch this. So the kind of the format that we have, if you if you new to the show, is that I kind of we've got some we have I kind of use slides and this isn't that my PowerPoint I don't trust me because it looks like this.

So we've got we've got now our our our information but information there helps keep me on track. And that's that's really important that I keep I keep on track. But the point is, is that you saw this on the on the the on the ads on on LinkedIn and predominantly the people I'm speaking to online. So and for start ups to scale up from this, since you don't know you're committing is because of think you could say misinformation is the best way to put it.

It will become blatantly obvious as we as we move through this this show. And really the the thing is, is that if you knew what to expect, what should you expect? I'm going to talk about stuff that I think really, really does impact you as a as a business owner, someone that's involved, specifically involved in generating new business.

This these livestreams are not designed for marketers. And I it's not I'm not cynical about marketers. I just think that they are not doing the right thing for businesses, period. And it might sound brutal, but my view you don't need to get of that. Go I'm serious. I'm absolutely serious. People might say, well, what you're talking about, how could you say that?

How can you say that marketing people are not valid, not need, not needed. And all you have to do is ask your salespeople, what do they think? Because they're the ones that are being affected by it. Anyway, before I get into that, let's go back to this. Sales exchange is a consultancy. It may be supported 100% by my wife and she does lots of work with me.

But the point is this I'm a single individual who has been involved in in selling and shifted across to marketing because I thought I was missing a trick next year. I've been doing this for 40 years. I know, I know, I know. I couldn't possibly look too young for that. Yeah. Great. 40 years next year. I said in 1994 in Mayfair.

So I pursued this. The most largest deal I did was for an off million that was direct selling, direct telecoms reality kit and so on. And the largest thing I did, and it was the largest single one of sale was three and a half million sign up likelihood I know I'm talking about is fairly high. Yeah. And I've been doing it longer than most people that I come across because not because but in light of that, in light of knowing that there is a fundamental problem there.

And I, I just couldn't put my finger on it. Yeah, I couldn't work it out. And because of that and I, I kind of made it my crusade is this is the reason I do this. So this is my so who's the show? And I'll mention it the website. Who's the show and website for? Because there's a very, very large website that accompanies these shows.

And what we do and it's it's designed specifically for CEOs, managing directors, the business owners, people that are responsible for generating revenue, whether you're an employed CEO or you're an owner manager, CEO, irrelevant. And you can see from the titles that we've done so far, this is number six, but we did this for investors looking at how this this environment of business generation impacts investors, how it impacts SMEs and enterprise.

It's decision making, who's influencing and what and how are CEOs being influenced, looking at the technology that's being used that's supposed to generate and contribute to new business generation? And looking at recruitment, because you recruit marketing people, you recruit salespeople, and I'm saying that's that's broken. That process is broken because the people who recruitment done it, you know, not they're not experiencing that.

They're just serving a need. They're just giving you what you what you've asked for. Anyway, that was last week's order. These are online and you can go to our YouTube channel and they're all there in sequence. And today for start up the scale ups. And part of that is the like I say this since you don't know you committing, we'll come on to that in a minute.

Now this isn't meant to be some kind of cheesy hi, how's your week been and have you been in on hope. You've had a wonderful week. It's not about that, is it? Is to is to give a comparison. I've been dealing with storage issues and back ups website and local website upgrades. We use June on both of our platforms.

So I run to two websites, one's business, one's one's a faith based website, and so moving from one platform to another and the upgrades issues, we're using staging sites and so on, those of you that know what staging sites are, think, well, fair enough, he's doing it the right way round. So that's it. You know, the thing we were looking at is systematizing engagement.

How do we do this? You've already seen probably the adverts that we put out on LinkedIn and so which are. There are lots of them. Yeah. And what we're looking at doing is adapting that to video adverts because of looking at it. It's all about engagement. Yeah, everything's about engagement and looking at future shows. I mean, the thing about the, the future shows and I'll show you so, So here's my list.

Okay, let's show you. Here's the list that we've got for our our future shows. So there's this, quite a few of them. So there's no shortage of what can be produced or can be presented on an ongoing basis. And so it takes time. It takes time to trying to work out what needs to be done. The other thing is we've got them our podcast booth, some sound panels set up so he can show you this very briefly.

So there's our podcast. Both. We've got on there and mikes and so on. So now we've got this, this environment, a kind of an enclosed environment that means we can improve the quality of our audio when we're just doing podcasts. But it's not so bad. I mean, I've mentioned this before, I'll mention it again a bit later that one of the things that we do is after we've done that, the live stream, the live stream, let's take the audio and convert it and post it on our on bus sprint, which is our hosting platform for podcasts.

And then that gets RSS feed out to Apple on Spotify and Google and our I think about 20 other podcast platforms. So really making the most of the content that we're producing. In fact. And the other one, the other picture is the studio that I mean I just thought I should have done was this but do that is go well, I've got all the kit basically.

So we've got these sound panels and that the point of having these sound panels up some people will know this, obviously, and some people don't. But it's not to make it a cocoon, but it's it's to absorb sound. Because when you get that that echoey sound, when you're using microphones, it's because the sound bounces away from you and then bounces back into the microphone.

So you're speaking here and that fraction of a second comes back and bounces in. So what you need the the sound panels for is a diffuser. So it absorbs the sound, doesn't bounce back. So so that's that's what we've got. And that kind of you can see that the kit and the layout that we've got here, I come onto this a bit a bit later, but, but like it, like a like I said, like I said one person and we've also got other other tools that enable us to just just increase, improve the production value of this.

So, you know, it's not just a PowerPoint. I'll mention that a bit later, but you know, you've all been on the webinars and all you've got is a screen and you might have a, a, a PowerPoint going on, but you don't get to see the person. And if they do, they've got their big hands on and a microphone and look at their gaming, whatever.

So anyway, so that's, that's what we've been doing. So the point of this is, is looking at what's what goes on, what goes on in a typical organization because you're looking at this visibility, exposure and engagement. What was your people been doing? And you watching this, this livestream, this is something that you've got to keep in the back of your mind, What are you doing?

What's been going on? How are you reaching out to your people, to your prospects? And you could say, okay, well, what about you that has been working for you? So it's been five weeks. This is the sixth show in a series. And so last week was five. Okay. So these are the statistics for five weeks. Okay. For those of you that are listening on a podcast, we've had 5000 LinkedIn impressions, which means people have seen what we're doing.

And of those 5000 impressions on just on LinkedIn, 350 have done something with it. They've looked at something, clicked on something. And so now within that same period of time with the adverts that have been going out, we've had 335 people watched the live streams and 75 watch, sorry, 75 listen to the podcasts. As for ten, people have listened to what I've said in the past five weeks, if you could, if it was 500.

But you know, it's built his case building, you know, I know I'm not some YouTuber. I'm not someone that's got loads of loads of followers. In fact, it's only I'm connected to about 2000 people. I'm, you know, I what's the word? Not cautious, but I'm, you know, I'm I'm discerning when it comes to connecting with people like you are.

So for me, one person I'm just to give you kind of a bit of an eye, the website that you might go and look at that. I did that and I look I did all of it, every picture, every page, every piece of writing, every video podcast and live stream and graphic and infographic and navigation and structure. And if anybody knows who metrics are, I get I get the score I've got on GTI Metrics is a of 97, 98 and 96% on speed and format and structure.

So I did all of it. So we're talking one person doing this. It feels like that was okay for you. You got, you got big marketing tech. No, no, no, no, no, no, no, no, no. Like I said, this is me. This is where I work. Is my, my, my monitor up here. This monitor up here does a variety of different things, but put it back to there.

That shows you can you can see on here there's the live view. This is the stuff that we've got on air and these are the different cameras that we've got. So the point of this is one person, you have to put this into it. You have to factor all of this in. One person can reach 410 people in five weeks.

Now you'll be dials your telesales people can reach one person a week, 60 calls a day, five days a week, 300 calls, 300 to 1 shot. Find somebody that is interested and they are pleased as punch. If they spoke to that person for a minute or more. And your sales people are sitting there going as in you see actually thumbs.

Where's the leads? Now this is really the next slide, really, really important because it's about familiarity, you know, okay, you've got 400 people to listen to. If that was happening to us, how you know, when are they going to buy from us? I don't know. That's your job. You're supposed to know how much engagement someone needs before they buy from you.

But bear this in mind, this is critical. Absolutely critical to my businesses. Keep getting this wrong. Back in 1997, guy called Jeffrey Lunch in America in the States. I wrote this book called Money Making Marketing. And he said that in 1987, it would you would need 7 to 10 attempts of getting something in front of a customer, a prospect before you became familiar.

No prospect became before you became familiar, before they became familiar with your brand. But at the time, one in three messages would get through for a variety of reasons. Gone to lunch and comes the low going on holiday, not the one intermeeting didn't see it. And so so 1 to 3 messages with only one in three messages would get through, which meant you need to 30 messages.

Go back X number of years and look at the mail shops to the postal mail shops that people were doing in business. They would send them out due to three and stop. It doesn't work email shots. That doesn't work. Yeah. Social media Chuck something up on the social media 2 to 3 times. It's not working really, is it?

No, cause not now. Look at it. So you can add them up, can't you? You got to get this in the camera. LinkedIn, Facebook, LinkedIn, Facebook, Twitter, Tik, Tok X, any other social platform plus what people engage with, which is YouTube and the noise and numbers of different platforms that are out there have grown massively. So 25 years later.

So now you're looking at 20 to 30 touches to people to become familiar because they're just just deluged with information. How are you going to count? How are you going to sell your business, going to stand out in amongst all of that? So if you need 20 to 30 and now this in one in between, one in five and one in ten, go with one in ten go with.

Worst case scenario, you need between 100 to 300 messages. You know, if it was 30 messages, 30 touches, one in ten, 300, that's really serious. And we see crisis like my blow. How much how much how much work would need to be done to do something like that. Because the other part of it, whilst repetition is a key, the other part of it is the people that you're who you're competing with, the eyeballs, the luxury brands, the well-known brands, they're all over LinkedIn, for example.

So you're competing with them as well, whether it's sake or, you know, what she's or anything, any of any kind of runner. And of course, that the videos look really good. Hence I'm mentioned before. Back to the videos. Yeah. So he's looking at how to capture and captivate a certain given audience in a very few very short period of time.

And that's why the YouTube shorts, popular and real, is a popular example. But it's just a short, short word. Bites capture attention. And so but that's what everybody's got is what we're all competing with. So it's you have to you have no choice. It's not me coming up with some new strategy. You if your marketing people are not bearing this in mind and the probably not because otherwise you'd be pushing out 300 adverts every week, every month.

So you have to consider what what has been going on. Why So we get on to this onto this part here, which is the the sit ins. You don't know, you know, I moved back from. So I've got to remember that. I've got to keep my microphone close to me. So the signs you don't know you're committing. Yeah.

Okay. Is a bit kind of not tongue in cheek, but, you know, to me. So what happened before before we get on to these these, these seven deadly sins, what happened before? Well, if you look at early stage marketing relating to the Internet and so on, before it was all about growing your email list, that's demand gen. It was all about doing, you know, knocking out PDFs, selling PDFs, getting people on webinars, platforms like webinar Jam and stuff like that.

Yeah, and DPP Death by PowerPoint. But that was Leach and, and then you look at persona and segmentation and ending up with spam, but for sundry segmentation and what we've got now, IBM we need to you know, we need to we've got 15, 16 or 8 to 16 people involved in the buying, selling, buying process. We need to accommodate all of them.

How many companies actually write individual, separate, separately identifiable content for each of the decision makers that they are that they are attempting to sell to instead of just changing a title or something, checking out everyone, just spam. So the thing is, is that where we are now is the general consensus is that you as a business need a digital superstar.

Everything that you did in the past was rubbish. You need digital superstar now. You must come along and sort your lives out. So why are CMO's being fired every 9 to 18 months? In fact, past ten years? In fact, give me job three months to come in, come up with a new plan, 12 months to execute it, three months to find a new job because it didn't work in B2B, B2B, B2B.

Everything I talk about is B2B. I'm not comparing anything I'm doing or saying to do with consumers. And when it comes to consumers, you look at this, you go, Well, you've got your four pillars. Yeah, we all know about that. If you looked at anything to do marketing product, price, place and promotion, do you does your product fulfill a need?

Yes, it does. What about price? Well, your pricing hasn't changed for ages Probably. You know, fixing it to to look at a market, you know, selling crisps. So then you come to a place where you're selling crisps, just every supermarket. If you're lucky, but place. Well, how are you getting your message out to where whilst you can buy crisps in a supermarket, where can they buy your product?

Where can they see your product? Where where are you appearing and promotion? How are you doing that? How are you appearing to them? Well, if you're doing consumer, you just all the things the consumer you. So you've got to imagine each and every way you go again but the tab dive Asterix, they're a total addressable market who is it.

Yeah and that's why you know people talk about it in sales, don't use it, don't apply it. So the general consensus is like, marketing's right, isn't it? Marketing. Sorry, marketing is marketing, right? It shoots in leaves, so market. So it's what I say. If you look at job boards, I look at them, you look at your boards, there's no differentiation between B2B, B2C because they think it's all the same.

Market is marketing. You look at university, you know, you, you put on your job descriptions, you want people with university degrees and same qualification and everything else. And you know, past master, so billions, all that kind of stuff. Not but then it is not differentiation there. And then you look at consumer driven web and web content strategies and we've got consumer consumer driven pay per click strategies.

You've got these two. So you at the success of your your paper, click your your ABC split testing paper click adverts that you've got on Google and look at that. Look at how successful they are. See your paper, click the landing page, everything above the fold list on the site sorry, form on the site and you want the customers, the prospects or browsers details who since 2014 has not been wanting to fill them out.

It's different when it's consumer. I fell out with consumer stuff I won't do on business stuff. You got to look at SOCOM. You go, Well, if everybody does that, why people don't understand that you're writing it your content for Google. If Google doesn't like it, you won't get indexed, period, which means you'll never get found. That's how it is.

That's how it works. Google is not a free platform. It kind of is, but it's not. You're writing for them. They want to serve up great content to their customers, not yours, because there are certain things where they want prospects, people, customers, their browsers to look at that front page and then click away because they've got the information they need because they love Google.

Google. It isn't a known fact that Google want people that are not at the age of buying. So kids to treat Google like a drug and you wonder why you're not selling anything. And the final thing is these blogs versus articles. I've touched on this before, but you should not have a blog and you're thinking the guy's nuts.

No, no, you should have articles, but not blogs. You're not a a digital nomad. Just about to pitch up to some beach in Bali. You sell technology and services. You don't talk about the food you had on the beach. You don't need a blog. Blogs are pretty pictures with a few paragraphs. You're running content. Your objective is to write content that educates.

That is between two and 6000 words long with bullet lists, clickable content sections, videos, graphs, infographics, number lists, engaging educational content is what you should be producing every single step of the way, because that's what you want your prospects to read so that they will learn and buy from you. The blog about Christmas party jumpers last year didn't get much traffic, and nor did the article that was five, four or five paragraphs that everybody internally went, great, well done, Steve said, No prospect ever.

I mean, I'm I'm I'm going at it from this perspective because I've done all this. Yeah, I've made all of these mistakes. I doggedly pursued it and now I know what's wrong. It's great. There's the solution, you'll love it. But. But you know, we're coming on to it. So the since we start with the first one data acquisition, what businesses don't do, they don't go and buy and get hold of their total addressable market database because there's this assumption that, well, you've got a database, we've got a database, it's on, it's on is on Salesforce.

We've got we combine Salesforce with Sales Navigator. So we're fine. You know, we don't need to buy any data. Wrong. Every region that you sell, you must have your total addressable database, that bit of data within your business plan. That's why you start a business in the first place, because you knew who you could sell to and what the market penetration could be for your product.

The next one, Digital marketing, stop it. It's a bit like it, but digital marketing, implementing digital marketing without fully understanding it is disastrous. It's digital marketing that's killing your company. I'm going to say, trust me, I know now you're starting to realize this now. Digital marketing technology was designed for consumers. It was not designed for for businesses. You are selling technology, essential services.

You're selling something that that that requires your expertise. You're not selling jeans. You know I saw a dreadful I signed up to loads and loads of different company loads of different sites. I haven't got a problem with that. It's my Gmail account. No problem at all. Business. Forget it. I'm not filling up my inbox with a load of spam.

It's bad enough as it is. So the point is, is that we are selling. You are selling technology. We're you know, we're involved in B2B, which is specialist stuff. Okay. So stop this this thought process, the digital marketing is what should happen. And so just stop. Come onto wine and how this happened. In a minute because you're not getting the results that you want.

You keep employing beady eyes until he tells people that they've got this 300 to 1 success rate. It's madness. You wouldn't do it by selling it. And that kind of leads into because of that, because it's not working. You've got eBay, you've got reverse IP, look up gifting and reverse IP lookup. Excuse me, reverse IP lookup is stalking, whether it's candy or forensics or I don't know, copies, images.

But the bottom line is you've got these companies who've got data, like information that relates to business information, they've got business company names and business IP addresses and sometimes they they match them together when you fill out a form. So if you were to look at a company that's got the software on it, you can see your IP address.

If you then fill out a form is then matched your IP address against your email address and your name, and now you're identifiable. Okay, So that market or whatever, that's how it works. So then they can see how much traffic and how much time rather you spend on their site looking at different pages. And if they did their job properly, which most don't, they go right, okay, Well, they've been on 27 times, has spent 17 hours on the site.

Maybe we should give them a ring today and they ring you out and go get lost. And I will talk to you because you're learning. Yeah. So that's how that part of it works. Now, if you had if you put that onto the next stage and look at consumer spending. So there you are, you thinking that you're going to buy your husband, wife, children a present that's wrong, that you're in, you know, lunch, go online, bond present, get it sent that information IP information is linked now with bromborough Bromborough have now linked your personal email address with your IP address and your home address and your purchase details.

That's gone into their data lake, which is matched up with the B2B data lake, which is only got your business location and name match the IP addresses together. Bingo. Then you've now got your inside link measurement and coucou you your home on a Saturday morning to say hi. We think you should buy blah blah blah. So yeah, I just completely disagree with it, said one.

Blaming the wrong people, Blaming the wrong people. Now salespeople have had a bad time of this for the past ten years or so. It's not good. And marketers have been basically throwing stones in a big glass house. And what happens is people, you know, sales people get given a hard time. And the reality is, is that you need to start earlier on in the process and go we need a business case justification for a return on investment that absolutely every single thing that marketing does absolutely everything critical before you justify continuing with that expense firing the wrong people.

I talk about the ten year quote, but the thing is, if you're firing people but you should be firing strategies, it's a strategy that is not working. Not the people, but these people. They do anything they do. Well, there's ideas are told they're they're administrators, they're admin. So you've got to fire the strategy. You're not the people I put this in because it's important about not recognizing authority.

Number six. And the thing is, is that your employees will talk to you in a certain way. Yes, sir. No, sir, Yes, ma'am, No, ma'am. Whatever. Yeah, but when it comes to prospects or browsers or whatever, they're just a mark like the horses use. Yeah, just the marks aren't a knock off. So they want to get their KPIs achieved by any means possible.

Because if you've given them a KPI, you've given them a target. So they've got KPIs and they get a bonus if they hit the KPI as all happy days for them. So all they need to ensure is that they've got their numbers, which lots of them do, and you go, well done, you've been so clever achieving those KPIs.

And I got to put it on there. So have you seen the Pulp Fiction John Travolta meme? And he's standing there with his jacket over one go where the leads and it's what sales people do. Where are the leads? How can how can you have a marketing team forging ahead, achieving their KPIs and sales People have got leads.

You it's like we're missing a trick here. So then the issue is if it's KPI driven, they don't care what the content is, who's going to care, who's going to challenge it. And then you've got this whole ABM, ABM scattergun effect, send it out to anyone. And number seven is prioritizing marketing. You think, well, what else are we supposed to prioritize selling?

That's where the money comes from. Selling. Let's get marketing. Businesses like to say that they are marketing. Let all of the marketing. It's really bad strategy because it hasn't worked for B to BS in 20 years. You think, Well, it's a bit of a harsh thing to say, I'll wait till I can't. This the statistics be sick, but it's not worked.

So sell your marketing. Let nonsense your sales lead 20 years ago, marketing or whatever marketing were there to get a brochure and get under your business cards. That was it. Now they think they're running the company. I heard a senior person who was the CMO of Marketo and is now at Demand Base. One of his videos are on on, on YouTube.

Standing in front of all these other marketers saying we you know, this way we're calling the narrative, we're calling the shots, we're driving the company forward and then brings out a a book of brochure that says about how how, how you can protect and defend your marketing budget. I'm thinking, why would you want to protect and defend a marketing budget?

Surely it's just going to work, isn't it? Protect and defend. And bless him, if you're problems with your CFO, give me a call. I'll speak to them on your behalf. I'll tell them what stories really, how good to know. Just so caveat emptor, buyer beware. At the end of the day, market is doing everything everyone else in in B2B marketing is doing.

Everybody does the same thing demanding login, ABM, reverse IP lookup gifting and you've got to sprinkle in a paper, click on and so on. And I've got a problem with paying for banners or certain paper clicks, but looking at paper clips, a landing page, trying to get people's data and information so that you can call them up, know everybody's doing it.

It's an accepted practice, nobody does anything different. And you think, Well, why are you copying everyone when you're supposed be a creative marketer? Because they know marketers have never been creative in be to be their administrators. They always have been something creative in setting up a marketing automation platform. That's because they're all really proud of their MarTech stack.

You've got to see this for what it is. Your objective is to generate income, not not enable some marketer to be sycophantic towards you. I mean, you look at this, so why is it going on for so long? That's why I love this. You've got these marketers whispering evil into CEOs and misleading them and casting the spell on them.

This time next year. Rodney, we're going to be millionaires, which never happened. Convincing businesses that by doing this, this all this technology, we we're creating our own golden goose that's going to lay the golden egg every single month, which never happened. So why is this conversation and why is it keep happening because of more talk, not Moodle because of big tech martech.

They're the ones creating software. They're the ones that create the software fabric for the consumer industry. Brilliant, really clever. Really, really clever. And B2B. So are we could we maybe we could use this stuff. We won't have to cold call then we won't have to go out door knocking. So everyone bought into it again and again and again.

So you've got to look at the logic behind this and to explain the logic behind it, it's Daniel Kahneman. It's Daniel came and wrote this book about thinking fast and slow. Thinking fast is when you see something and repetition is a big part of this. And he mentions about repetition in marketing. So you've got this, this, this repetition going on about demand change in IBM paper, click first.

And if you look up data, it goes on and on and on and on. Everybody's put into it. Starting a business. Without that yuppie, you would think that you would be nuts to try and do it. So everybody market from, from CEOs downwards, everybody's a marketer, Everybody knows what the score is. We have been told again and again through the hypnosis, through the people saying what we should be doing, that this is this is the life, this is what we do, this is how it works.

And you are derided if you think there's anything, anything different and an alternative. Whereas thinking slow means to be considered and thoughtful and research and evaluate. Of course, every business a blend of the two, right. But so you can see, you know, a Nobel Peace Prize winner, and this is how we have all been influenced over the years.

And so it's very, very important. So it's not rocket science. We can move on from this and that. The critical thing is to look at the process. How how did this come about and where have we been placed in this new business development process and where are we? What happens? So the first thing, look for those that are listening on podcast, I've got an illustration up here and we've got this a like the yellow brick road, but it's not.

It's great, but we've got see you come up with an idea. We're going to have it, We're going to start a business great builder. It starts up a minimum viable product. So our business plan then go for investment, build a product, sell it marketing and some problems happen like happened with all companies. And so, so right the way through, that's that's how it works.

Okay. Now this is this is the scary bit in the UK, the average turnover per person per annum is 120 grand for businesses, over ten employees. So that again, the average turnover is 120 grand per person per annum for businesses over ten employees, which is actually close to 50. But bear with me on this. So if we kind of go within with an average and keep it easy on the numbers, yeah, so it was a hundred grand per person per annum just don't complicated is it.

If your average is 100 grand per person per annum you've got a 30% margin and your average salary for everyone is 40 grand a year, you're ten grand. Negative. Not a complicated calculation. So working on that premise. So we've got 100 for bigger, slightly larger companies, 120 grand or, $140,000, give or take. I researched the larger SOFA companies business process management and so on, and RPA, so robotic process automation and enterprise architecture.

So the average was for BPM was 144 grand. So some, some were doing more, you know, some clapping and various other companies within like 200 grand. Yeah, but the average 244, therefore some will be less, some at the very bottom, some of the top. We're talking millions, millions and millions, billions turnover, 140 grand like there is a ceiling.

Understand there is a ceiling and if you then look at the statistics for businesses, he's critical. 20% of businesses will go bust in the first year 30 and the second 15 the third 70 by year ten. So overall, I think it works out to like 91% of businesses get passed over ten years. First, second start, I mentioned investment in these businesses that receive investment 40% capacity period, 75% don't achieve the targets that they set for themselves and 95% don't achieve return on investment for their investors.

Ceilings keeps going wrong. So that kind of gives you a bit of a an insight there. So that's where the problem starts, the marketing, it starts there after selling. So startup MVP business plan, investment build, sell because you've got something to sell there now and you start doing the marketing. So, maybe we need to get CMO, we maybe we need to do X and Y.

And so this person has been been around the houses, been told you've been told that their superstar, they come and do the same for you, have done for other people, bingo. You're back in the cycle if you're a start up. So you've got all the way down to the end of the path. That's when you do a strong scale up, your scale up, you don't.

You've got all the way down to the end of the path. Now you're a scale up because you want to you want to grow, you want to expand. I guarantee that how you scale up. So whether it's your money, your external money, you're going to get investment shipped back to invest. It's like snakes and ladders. So you go back to investment.

So then investment, then you've got to build the product or the new product will improve or increase, will do whatever, then sell it, then marketing. And you still got the problems, you've got problem, problem, sell market problem, sell market problem, sell market has had to pause for that problem, sell market for because it doesn't change. Nothing changes because that's where everything's happening is at the end that endpoint, the end point of that that journey.

Okay so the solution very simple shift where you tell people about it, just go through the journey again, starts up great MVP, great. Then do a business plan, a proper business plan, including your time, Samsung, your total addressable market knowing that that that total number and then going on to your serviceable addressable market your service obtainable market, all this information is supposed to be in your business plan in the first place, isn't it?

Then look at how you're going to communicate this to people. Really important, critical, crucial. Educate your market how to buy from you. Teach them about your product. People go, I don't want to show them that because this is really secret and private. Really. By the time you've, you know, you get to do whatever you're doing and getting this sent out is someone's going to try and copy you.

You're going to always be however many years development ahead of them. Don't worry about it. Probably don't sell. A.S. Tell me your code but help them understand how they can get the most out of your product. And you do that through articles, videos, live streams and podcasts. It's not complicated. These are all the things that people consume that they can consume and remain anonymous.

They don't tell you who they are. You don't want anybody to know who you are. You can watch this anonymously. That's the point. Anonymity. So you've done that market. Once you've done that marketing process and you've evaluated and you've got a pretty clear idea about who your market is going to be and how big is going to be, do you need the same investment?

Whatever the score is is irrelevant, whether it's your own money or external money, beginning of then you build it, then you sell it, and now you've got this process already in place about engaging people. And that's where we are not pointing the finger at you. That's where we have all gone wrong in B2B. I'm not saying the problem's going to go away, but they're certainly going to be minimized because if you, you know, you get to that point, if you go back to the if we look at the previous one where we've got investment, if you get investment there, the investors and or your bank manager or your family or whoever has put money in

is going to go, where is it? Where's the business? Where's the business? Where's the business? What's happening? Come on, come on, come on. You haven't even started marketing it yet. To you lining yourself up for a lot of grief. And then the grief is 20, 30, 50, 70 or 45, 40, 75, 95, going bust and suffering. You don't want to suffer.

So that's why this process is sensible and logical and you be thinking, okay, if we do it this way around, how is it going to affect us? How can we change, you know where Show me the money you go, Well, let's just go back to the time scales and how frequently you've got to communicate with people. If you're if you're going to knock out, you know, you can write all the articles, but it's like that adage, if you know, without telling people that they exist is like winking someone in the dark, you know what you're doing, but they don't know.

I've got a clue. So you've got to blend, correlate, combined ness with creating the content and then promoting it. Promoting the content is simple and low cost and so on, because you producing a graphic or something that says, Hey, if you're interested in this, have a look. We have it's going to go up because I mentioned about the videos, but we've got 288 pieces of content information this that goes out on a site, a cyclical basis to promote the content on the website.

288 If you ever wanted to see something that was set and forget, you've got to see this. It's brilliant. It's great. I love it. We ask where we get engagement from, why we wouldn't get engagement otherwise. I'm doing this. I'm it's like five, five, five adverts have gone out in the past hour on different platforms. Yeah. And the point, the point of doing this and I make the point of doing all of this.

Yeah, If one person can do this, so can you. I've got two hands, two arms, two legs. You can do it. Anybody in your company could do it. It just takes some planning. So planning make it happen. And so the whole thing about different touches is So why it takes a lot of time. I'm not interested by that.

I'm only one in ten, one in five, not bothered as long as I've got information going out and people can click on it, go. I recognize that. I recognize. I recognize that Happy Days. I don't know what your product is. How frequently do people need your product? Notes matter, but people, you know, marketing have been going around. We've got Dual Gen Legion, IBM and all the others.

But why doesn't it work? Because you're passive. You're sitting there waiting for something to happen. When you get an inkling of somebody might be interested, you spam them and call it IBM. Not thinking, well, I wouldn't, I wouldn't respond to it. So it really is critical. And of course, you look at this, you've got this impatience. You've either got you want the queue dozens straight and and combined stress or associated stress.

We get money from an investor. Well, Dragons Den glorifies that. look, they love the product. everybody loves me, but nobody's buying it. And if you look at the Dragons Den stuff, it's all consumer or you want calm stress. And that's that stress, calm and success where it's mixed to be a common success. And it's just like, be patient, just just chill because there is this thing about when should you do this?

How can you do this? You're thinking, we've we've got to go. We can't we can't be waiting around for this any other course. Come onto that in a minute. So kind of summary of this is businesses have been misled by salaried employees, by administrators, people that do have been and have been job misleading businesses. About this time next year we'll be millionaires.

It's just it's never happened, not to anybody. And then sales got blamed And I can I can I can I can bang a drum about this. And no, no water or no alternative was sought after because this is it. This is the alternative. This is the alternative. Everyone who would who would not want this, if you go, our customers would never would never engage with something like that, you're wrong.

Most searches are done on YouTube. They're not done on Google. People want to be I need to get that gladiator image up there, you know, entertained. They want to be entertained. Always find out. They want to learn, but they want the they want the the the production value there. They can expect it. Why shouldn't they expect decent production value?

They get it on television. Why can't you deliver it? Yes, you can. Yeah. So I've got these, you know, nice, nice office, nice kind of studio looking office. That's great. You got spare space at your office? Probably camera mikes, lights. Put a bit of gear up. You can make it look like a new studio. Do that now. You smash your competition.

Wouldn't be out of touch if a dust is bearing in mind I've got a small number of people that I speak to, so I'm not speaking to all your competition, but if you're listening to me, you're already in front. You already now know something that they don't and they ain't going to change. So we're looking at this. This is what the dailies businesses keep going, doing the same thing over and over and expecting a different result.

Now, it wasn't Einstein said. It is a good saying. Yeah, the definition of insanity do the same thing over time and I kind of edit it. So if you do what you've always done, you get what you've always got. Or if you allow marketers to keep doing what they are always doing, you are going to get what you've always got in your business.

So something's got to stop and change. And decision is right now, what have you thinking? Should you listen to your CMO? he's not done anything different in ten years. listen to me, psionic. He does. He's got a salary. You're not paying me. And this is the this is the critical point. You want me doing this? I want to change.

I want to get every single business in the world to know that there's a better way of doing B2B new business. That's that's my objective. And, you know, what do they call it? Go large, Go. So can it be repaired yet? Well, for a start, avoid the hype. How do we understand our people? By going back to basics.

They are you already know is how did anybody ever tell you? Because it's you. You're the person they're selling to. You're the person that you're selling to. How do you like to buy? Yeah, just enable them to self educate self-serve. Yeah. And remain anonymous because they don't want you to know who they are and they buy from you when they're ready.

If you go, you've ticked all these boxes for me. I can read about you. I can learn about you. I can listen to you, I can watch you. I can see how you I you throw your arms around, how you behave. There's a there's a likelihood, a likelihood that you'll get in the real me. Fancy that This is live life, You know, this is properly life.

I mean, I'd have to be a really good actor and there are good actors around. Don't get caught. So the thing is, is that you start to look at someone, you start to realize their transparency, that you can find out about them. You go, right, This guy runs a business. He's also a believer. Christian runs a Christian website as well that's read by I don't know, 12,000 people every year.

I can find out all I need to know about this guy online because he's my I've made it available. So can you. It's up to you and what you want to say, what you want to do. But the bottom line is, as long as you make your business transparent, because I, I am the business is me sells it changes me.

So therefore, you need you want to know what I'm like, You want to know what sort of person I am? If you want me to do consultancy for you, you want to know kind of warts and all, what's happened, You know, who is this guy? Why is he talk with this authority or not Authority? You might be thinking he's talking a load of rubbish.

I don't care. I know I'm right because I've done the research. I thought slow about it. Yeah. So it's really critical. So, you know, you look at this stuff, you go, okay, well, being about being transparent, you want to get people to get to know like and trust you. Then they can educate themselves, engage with you and apply from you.

This is selling, isn't it? I'm like he says on the score on the screen. Nobody wants a phone call. Nobody wants to be called called. Don't tell me about I can save you some money. I saved all the money I need to. I'm in business to make money. I'm not social service. We're here to make money to be profitable.

Saving money is fine. I leave that to CFOs. It's imperative. Don't give me any forms to fill out because we all hate them so quick. The market bit that we talked about before, How's it going? Work. So if you opt for in the UK, there are 44,000 companies that have 50 employees or more. You wouldn't sell to all of them for example, you might be if you do, I don't know, but say to 10,000 of them is your total addressable market 1 to 50% of your total addressable market are looking to start their buying process, meaning they're receptive to whatever it might be that you're selling.

Yeah, once 50% every week are starting to look and begin their journey, that buying journey as 100 to 1500 people every week. 10,000. So telesales, 300 to 1 shop, forget it. Because to try and get to 100, you need 100 videos 50 going to hear familiar in salary's not going to happen ever. So what it means this this whole market thing means educating your total addressable market.

Like I said, that's the point. That's the market point. That's where you start educating them. Okay, so how would you go about doing it? Well, it's pretty simple, straightforward, because you're going to review all your content, make sure it is educational, make sure it's sticky, make sure it's engaging. And if you don't know, call me up, ask me to read it.

Yeah. Then it's social. Four, four, four, which is producing a minimum of 120 adverts for adverts four days a week for adverts four times a day over four weeks and repeat. And the reason you do four and repeat is because nobody, no social media platform will stop you from doing it. Part from Twitter. You've got to have more than that on Twitter, but it's not really the platform for this.

But your cycling, your content is cycling and not just not just for the social platform, but you're cycling it because how often do your people go onto their platforms and see you see what you're doing? And so you promote your content, not your products. You stop worrying about going to see them because you don't need to, because you do the adverts, right?

And if you're doing the adverts, for example, it costs you 50 quid a month. How much you paid for pipe click, not 50 quid a month. And don't worry about indexing because if Google doesn't like it, they won't index it. But the thing is, your prospects may well like it and the valuation of how good your content is is going to be good enough for you and your prospects because you can ask your prospects direct.

Do you like this piece of content we've written? Yes. No, that's all you need. You don't need Google to do it because Google's got millions and millions and millions of other websites that it could present content to their customers with. Don't worry about pay per click to landing pages. Stop that and stop digital marketing. So these are all very straightforward things.

You think, Blimey, this is like, imagine how much money you going to save? So then to kickstart your engagement, you do this stuff, livestream, think about this. Think about really? You can use this. Yeah, you can use an iPhone for the PM to the keynote at the Apple event on the 31st two days ago was shot on an iPhone 15.

So if you've got iPhone 15 14/13, you can use them as your cameras. There are pros and cons, but you can use them as a camera. So it's not about the money. And of course they've got three lenses on it. So it's not about the money, it's about strategy. You've got to understand the strategy. So you database, buy database and you should have it.

I mean, I shouldn't be saying this to a lot of companies, but you should have it if you're a certain size and there isn't any particular parameter for that, you know, if you should have it. But a database will cost you about 350 quid, £350 per thousand names. So once you've established the ASIC codes, you know, which is a C code is going to be relevant and get the data Bingo.

And you won't have to the company name, address and phone number, email address, web address, CEO's name and so on. So that's all we need. And you take that information, you email them using MailChimp, for example. MailChimp, you could use MailChimp because all you're doing is sending out an email. You don't want a response, you're not looking to engage with them in that way.

You're just looking to inform and say, We're here, we exist. In fact, why do you come and join our live stream to see what we're talking about? We've got other customers like you. We whenever you want to put an email and then you start your livestreams, you have a build up to a livestream is coming, is coming. It's coming.

Because I mean, you do your livestream and the week after you go, we did livestream last week. That's what we talked about last week. This we're going to talk about next week. Come join us. It's not complicated, but if you're if you've got 10,000 people, how on earth do you engage with 10,000 people? You can't You've got to sit there and be passive, and that's what's expected of you.

Whereas this says, come join us. look, we've got 100 to 300000 people watching us today. it's great. Thanks for joining us. You've just eclipsed everything the marketing has ever done in its history. One show you have to think about this really seriously. So broadcast a livestream record. It already gets recorded. I'm recording it here locally as well, actually.

And then I take it off here, do what I need to do. If I do need to do anything, I mean, put it on the bus route so you could engage 5 to 250. I don't it depends it would type of market, but you could probably bet your bottom dollar, your competition are not doing this. And this is just about, well, what would we do when we start with this?

You know, we do these live streaming camera mikes and lights. You go live in 3 to 1, you give that to the salespeople, don't give it to marketing. Do not give it to marketing. Marketing. Don't sell marketing. Do admin salespeople sell, Get people in front of the camera going, getting, getting like rabbit in the headlights. good life.

my God. I thought it's going to be really good at this. I'm not. I'm really crap. I'm well and it puts someone else next to them. Just have to be one person. Two people have one person in person that prevent a bit of fun. But I did a previous some previous strategy talk about that's another story about another kind of engagement process.

But the whole thing about doing the livestream, you have two people, you've got that banter well, three people, two people in your office, someone in the country. That's why we've got this stuff. Yeah, well, this, you know, you can have all four, you can have 14 people that. Yeah. So it's about a production values about wait a sec.

So you've got somebody in New York, someone in London, someone in Paris, plus the slideshow you call got and it costs pennies to stream this. Now I use, I use a platform called Restraint, and it's like cutting of 40 or 50 quid a month. Some that I can remember, but I stream to them. And if you I showed you that didn't I, on here, if I changed that over I showed you this, this, this view before.

Yeah. This bit here says on air. And so I can see that I've been on air for an hour and 13 minutes. Data rate is good, cash is okay, everything's fine. So I streamed to them okay and they push that information out to YouTube, Facebook and LinkedIn simultaneously. And it's stored on those platforms as well. And I record it here and I can do whatever I want with it afterwards and you can re stream it again and again and again and again and as often as often as you like.

But the bottom line is you get the kit. You can bring together your people from all over the world on stream. And it's this I mean, this is this is good quality. I mean, I know this is good quality. If you look at camera two. Yeah, this is good quality stuff. Yeah. And that's and that's what this is about.

It's about having the right kit at the right time, knowing how to use it, getting it set up, and then press one button and you go live. So it's not complicated, but it is is everything that people want to see. So moving on, coming into land, as they say, implementation is pretty straightforward. There are because you need to know this.

You could do a wholesale change. Maybe, maybe not. Most people may even opt to go in and do something in parallel. You could do it by yourself and look and do not involve me at all. Go on a website. All of the information is on the website, absolutely everything. Or you might want to say, okay, Nigel, I heard what you said.

We like this. you know, I didn't, do I? I didn't do this, but this was the other thing. So I'm Nigel. Why, by the way, in case you didn't know, so that the whole point is saying. Right. Well, you know, we've got this, we've got this. The ability with this, this kind of TV like production, but all the information.

So there's loads of life streams and videos and documents. Why to how to why should you do one, how to do it and so on. And so looking at what I would do in terms of evaluation, I would tell you you need to do X, Y and Z. And so on. And then you would need to obviously need to decide how you would want to implement.

This is part of your ongoing strategy because this is not an overnight thing. Depending on how you run your business, you could tell me to go, Does it do it now? Start now. Or if you want to involve your other directors, yes, they would need to know what's going on. And as part of that, one of the things I've done is talking about evaluation, what we were doing in terms of systemize engagement.

I'm in the process of writing a script and I want to keep the script to 20 to 20 minutes. And the reason I'm going to keep it to 20 minutes is because it's going to be kind of a generic presentation as if I were presenting to your board of directors. Okay, so this is who we are, what we do, how we do it, this is how it works out.

These are the component parts, these the reasons to do it. And so trying to condense everything as much as you can so you can distribute that to your board of directors. So watch this and we can have a Zoom call or a teams call or whatever with this guy on such and such a day, and then they can ask me anything they want and then prior to that, then there could be an evaluation afterwards to look at what you do have, what needs to be done.

And bear in mind, it's not about loads of people can you can contract out to place people like five are in this any other, but as long as they are guided and have templates as to what they need to do is not a problem. And finally, well, you could turn and say, Sort it out and I'd sort out everything start to finish and and I would.

And again, one of the things about it, I would say because we are we're going to coming to a close now is, you need time to think. You have to think about this. You have to think about what you have been doing for the past one, five, ten, 15 years, whatever, looking to generate business, business to business, business and the results that you've got.

But if one person, me can get 410 people to listen to me after for only five weeks, within five weeks, how many could you get? And the only thing I'm not doing, I'm not messaging my total addressable market. I'd be mad. I couldn't afford it. I should think, because every single B2B organization in the world. So how am I going to message?

Yeah, but in your case is going to be different because you've got your product, you've got your you know, your total addressable market is how many, where they are and so on. And so that's it. And the point is let people remain anonymous. You produce great content and stop throwing good money after bad. That's my advice. So it's not so it is as it says at the bottom of this, it says it's digital marketing for B2B that's failed, not your salespeople or product.

The future is still bright and I it and next week the sales exchange story. It should be fun. Some of it's really awful. I wouldn't wish it on anybody, but it's all part of what makes us happy is what makes us who we are. And it's an important part of the to streaming sequence, if you want to put it that way, because the most popular page on your website or on websites is the about page simple.

People want to know you want people by people have a if you have an about us page which is all business led aware this company with that company we're we're super brilliant blah blah blah people switch off because you just kind of disingenuous in terms of I want to I want to know about you. Who are you? Who are your people.

And so this is this is me kind of warts and all. So that's it. And if another show I you enjoyed it. If you've got any questions, anything at all, any queries, message me and I say I don't tend to get many messages because I think people are kind of stunned with this. And why should why shouldn't you be?

But if you made it this far and you got it to the end, kind of a coffee chill, silly time for point, but that's it for me and I'll see you next week. Bye for now.