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Executive Summary

In this article, Nigel Maine, a seasoned business-to-business sales professional, and company director with over 30 years of experience, shares his insights on a more effective and profitable way for businesses to grow and reach their total addressable market. By restructuring content, using email and social media advertising banners to invite business prospects to a weekly live stream show, and replacing telesales and cold calling, businesses can experience a transformation in their sales and marketing efforts.

Table of Contents

  1. The Importance of Consistency in Marketing
  2. The Social 334 Strategy
  3. The Launch and Syndicates
  4. Utilizing Different Forms of Content
  5. Planning for the Future

1. The Importance of Consistency in Marketing

In the ever-evolving business world, consistency in marketing is crucial. A steady flow of new business allows companies to better plan for their future, allocate resources effectively, and support their customers long term. By ensuring your marketing efforts are consistent and targeted, you not only set the stage for a healthy inflow of new clients but also create a more sustainable business model.

2. The Social 334 Strategy

Nigel introduces an innovative approach to content marketing called Social 334. This strategy involves producing three content items and publishing them three times a day on social media over four weeks. By creating and scheduling content in advance, businesses can better plan their messaging and maintain a consistent online presence.

3. The Launch and Syndicates

Once the Social 334 strategy is implemented, businesses can then focus on launching their products or services to the audience they've built. By inviting potential clients to events or webinars, companies can create a captive audience interested in what they have to offer. Furthermore, joining syndicates or groups can grant access to other businesses' customers, expanding reach even further.

4. Utilizing Different Forms of Content

In today's digital landscape, it's essential to diversify the types of content used in marketing efforts. From videos and podcasts to downloadable brochures and blog posts, businesses should explore various mediums to effectively communicate their message and engage their audience.

5. Planning for the Future

It's important for businesses to have a long-term strategy in place to ensure success. By adopting innovative marketing techniques like the Social 334 strategy, businesses can build a strong foundation for their future growth.

Five Actionable Key Takeaways

  1. Prioritize consistency in your marketing efforts to ensure a steady flow of new business.
  2. Implement the Social 334 strategy to create a consistent online presence.
  3. Launch your products or services to the audience you've built through targeted events or webinars.
  4. Diversify your content to engage your audience effectively.
  5. Develop a long-term strategy for future growth.


Q: What is the Social 334 strategy?

A: The Social 334 strategy involves producing three content items and publishing them three times a day on social media over four weeks. This approach helps businesses maintain a consistent online presence.

Q: How does diversifying content benefit my marketing efforts?

A: By utilizing different forms of content, such as videos, podcasts, and blog posts, businesses can effectively communicate their message and engage their audience across various platforms.

Q: What are some ways to launch my product or service?

A: Hosting events or webinars can help introduce your product or service to a captive audience of potential clients who have been nurtured through your marketing efforts.


In conclusion, businesses looking to grow and reach their total addressable market should consider adopting innovative marketing strategies like the Social 334 approach, which emphasizes content restructuring and consistent online presence. By combining email and social media advertising banners to invite business prospects to weekly live stream shows, businesses can create a more engaging and profitable alternative to traditional telesales and cold calling methods.

Diversifying content and embracing different formats, such as videos, podcasts, and blog posts, ensures that your marketing efforts resonate with your target audience. By planning and launching your products or services effectively, you can secure a steady flow of new business and establish a sustainable growth model.

Now that you have a better understanding of how these strategies can transform your marketing efforts, we invite you to watch the uploaded video to dive deeper into the concepts discussed in this article. By taking these steps and adapting your marketing approach, you can propel your business into the future with confidence.

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

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!


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. 

Video Transcript

00:00:04:22 Hi I'm Nigel Maine I'm the founder and managing director of salesXchange. A quick question... Why do customers get fed up with us, not with us! But with supplying companies in general? My view is, whilst it's commendable that salespeople are tenacious and some are like a dog with a bone. The bottom line is, they end up upsetting customers. Sales director turn round and say keep at it, no means not yet, Keep on it, keep pestering them, even to the point of challenging managing 

00:00:40:12 directors and saying "well why aren't you buying" I mean we've heard it before. I get enough emails, if I don't respond to a prospect email, they turn round and say... What do you mean you're not. You haven't responded to me, they get all indignant about the fact I've responded to "let me come and sell you my products" and so on. So, the thing is... How can we avoid this? And I think the only real way of avoiding this is by 

00:01:12:08 having a significant number of inbound leads. If you're not getting inbound leads you're going to be whipping your salespeople or BDM's to be constantly contacting people to find new leads which is kind of counterproductive because then you're back into the cycle again. We approach this differently our view is that a company must create 

00:01:40:07 genuine, interesting, informative content that 'people' would like to read, not prospects. Content doesn't mean sales literature, content doesn't mean you do a demo do a video of a demo and keep pushing it out and tell people to look at it. 

00:01:59:13 Content doesn't mean producing interviews just talking about you and your company, it's about them. It's the old adage, you know, 'what's in it for me.' Businesses are not interested in what you've got to sell, never. You know what I mean. But they are interested in, is human content. It's human contact, so when it comes to content, what we have to do as business owners is ensure that our marketing teams and salespeople are 

00:02:34:17 looking to communicate value and not just value of your product but value of that human information. Things that people would find of interest. If you look on on LinkedIn for example, Cheddar, Cheddar or all over the place posting up content. That's interesting... That's nothing to do with business. It's just interesting. 

00:02:57:12 And they've got a niche that people are engaging with them. They have tens of thousands of views. Why. Because it's interesting. And that's what we as business owners have to do, is to produce content that's interesting. It doesn't have to sell. It has to be interesting because that encourages other people to engage with us on a human level. So customers do get upset with supplying companies because they've got nothing interesting to say and when they do speak to them all they want to 

00:03:32:14 do is browbeat them into buying something. Let me have an appointment! And that's finished as far as I'm concerned, that's finished. So, as a company we advocate and recommend two very specific strategies. And it's not about is the strategy, come buy from us. 

00:03:52:08 This is is the strategy, going and do them yourself. If you want to know how to do them download our brochures and review them adapt them to your way of working, but use them all the same. Because looking at your content and the information that you can produce and how you distribute that via social media is really important, it's essential. How else are you going to get information out? But doing it piecemeal, not going to work. So we recommend in brief. 

00:04:22:09 We recommend produce your content in advance. Don't publish it until everything's ready and you've got enough content to produce over a four week period and then you can repeat it. But as I said download our brochure it's Social 3 3 4 and the second part is Launch...  Launch isn't about launching a new product, it's about launching YOU to a new audience. And that's what this is about, it's just adjusting what people have come to 

00:04:53:19 accept. So by launching you to a new audience, you invite a group of people in. Buy them lunch. Tell them your story. Let them go away happy with a free gift or gifts or whatever. But show them WHO you are. Get your team around you to show them, these new customers... How nice you are! And let them come back to you. So these two things here, it's not about us flogging something to you, 

00:05:20:17 it's saying we've come up with these two strategies. Go and use them! 

00:05:24:19 And if you want to do it yourself, of course will do it for you. We're in business! But if you do use them, Tell us about it... Share it with us, Talk to us and then at some stage in the future you may turn around and say actually Nigel we'd actually like to get involved with a syndicate and sell to the customers of other businesses but we'll leave that for another video. Anyway thanks for watching. And if you'd like any more information please give us a call and we'll help you however we can, so bye for now.