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Live Show Summary

In the eighth episode of his series, Nigel Maine discusses the evolving landscape of B2B sales strategies for 2023/4 and beyond, focusing on the challenges salespeople face and the inefficiencies of traditional sales methods. He emphasizes the need for a shift in strategy, particularly in how businesses engage with their total addressable market (TAM) and leverage digital platforms to scale their sales efforts. Nigel critiques the reliance on outdated tactics such as cold calling and the underperformance of marketing departments in generating quality leads, arguing that these approaches no longer work in the modern business environment.

Nigel proposes a new approach to B2B selling that involves a more strategic use of digital media, content creation, and live streaming to engage prospects at scale. He suggests that by focusing on educating the market and providing value through content, businesses can significantly improve their sales outcomes. This method, according to Nigel, allows salespeople to connect with their TAM more effectively, bypassing the traditional barriers that have made lead generation a significant challenge. He also highlights the importance of adapting to the way modern buyers prefer to consume information and make purchasing decisions, advocating for a strategy that aligns with these behaviors.

The episode concludes with practical advice for salespeople and businesses looking to implement this new strategy. Nigel stresses the importance of embracing digital transformation and leveraging technology to systemize and scale sales efforts. He argues that by doing so, businesses can overcome the common pitfalls of traditional sales methods and set themselves up for success in the increasingly competitive B2B landscape. Nigel's message is clear: the time for change is now, and businesses that fail to adapt their sales strategies risk falling behind.

  • Nigel discusses the need for a new B2B sales strategy for 2023/4 and beyond.
  • Critiques traditional sales methods and the inefficiency of marketing departments in lead generation.
  • Proposes leveraging digital media, content creation, and live streaming to engage prospects at scale.
  • Emphasizes educating the market and providing value through content.
  • Highlights the importance of aligning sales strategies with modern buyer behaviors.
  • Stresses the need for digital transformation and technology utilization in sales.
  • Offers practical advice for implementing a new, effective sales strategy.
  • Warns that businesses failing to adapt risk falling behind in the competitive B2B landscape.

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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

Welcome to the eighth. Can you believe it? Eight. This is the eighth livestream that we've done. Now, let me just get myself organized, move some cursor, some mice around with that one over there because I want this one here. Right. We're all done. We're all ready to rock and roll. So today's livestream backgrounds a bit different.

I'll come on to that in a minute. Today is about showing and explaining a different way of selling at scale, specifically for salespeople. Yes, of course. We get some CEOs and business owners watching this, but this is for salespeople, this is for you, and this is for you to know where I came from, my background and what, you know, what I did in the past.

And I'm not talking to you from the perspective of some bloke that does a bit of marketing here and there, and now he's telling us how to sell, not at all. And that there is a point to all of these shows and what I'm going to tell you to jump straight into and what we've got in terms of our kind of slides is stuff like that and move straight into what this is about.

So you're in sales, Who, what, when, where, why and how. Okay.

The point of of of presenting this is the kind of guy down this path is saying, well, it's changed. We both know it's changed and there has to be a reason, you know, why Why would I want to do this? Why would I want to do these live shows? So sales exchange, we're a it's a bit of a mouthful, but we are a a B2B livestreaming new business consultancy.

And it's very, very specific. And you'll see why as we go through as we work through this and what this show is about. Well, actually, a way of orchestrating a way of selling this, unlike what you've done before, you you and I both know the Internet, especially on LinkedIn. Now I roll up on LinkedIn, everybody's a strategist. Oh, my goodness me.

Aren't there so many brilliant people all plagiarizing each other's pretty diagrams? So I'm when So we done who, what, why, when. So when should a B2B change your strategy? Well, how about you change it when you realize the current one doesn't work and the people that know that the current strategy doesn't work is you. You're in sales, you know, it doesn't work because you don't you haven't got any leads.

So, you know, it doesn't work. Where's the show or where in the hell not trying to work out with where where's the show broadcast from Where in the middle of the UK Give or take. Where An hour or so from Manchester south of Manchester. We're in Stafford in a place called Stone. Very nice place, part of the world and why are we doing a live show?

I mean, you think, Well, okay, so when a good day in life, why go live? Well, very, very simplistically. Because to to recommend a new strategy and a new approach, it cannot be overly technical. It's just not a good idea. Because if it were overly technical, you'd need lot. I'm not saying I'm some superstar, but you need to clone someone like me every single time.

But to make all of this work and I'll show you the gate, the gear that we've got, and I just need to set something up and make this work as well. Why? I'm on it and maybe go because I'm going to show you some kit in a minute. But the point of this is that if you were going to go and do something and if it was too complicated or required too much effort, I guess you wouldn't do it.

No one would do it. So it's got to be simple. It's got to be straightforward. And how can a business do the same? Carry on watching. So, so far with the life shows that we've done, this is number eight. You can see that the earlier the earlier live shows were pretty much directed to business owners and we got investors, SMEs, CEOs, CEOs, sorry, technology of recruitment, start up scale ups.

And what about systematizing our journey of systemize in B2B selling? And that's what we did last week and this week is specifically B2B sales for well, I guess this year, but predominantly for next year, because no one's going to really jump on anything right now. So that's the first thing you've all heard of this before. Features, attributes and benefits.

FIP what it is, what it does, what it means, what it is. This is a new approach to be to be selling like from the ground up and you'll see why and what it does. It engages prospects at scale, something that you've probably most probably probably never experienced, never is never done. It's never happened to you before because there's never been a mechanism in place that would enable you to engage with prospects at scale.

And what does it mean? Well, you went into selling for a reason for two reasons. And in fact, one, because you could because you were up for it. Because if that was your nature, because you enjoyed selling, you could sell. You were affable, gregarious and communicative. And so all those all those attributes, but also you knew or you were told that you could write your own salary, write your own paycheck.

As that happened, probably not. So this is a methodology to increase your commission. So I know I mean, how many people have actually been there? Yeah. And if you miss next year, if you if you missed your quota, that's it. You're going to be we'll have to let you go. And the whole thing about missing targets and so on, it's not it's never deliberate.

I mean, you got some lazy people just hanging on to their basics, but no one wants to just live off their basic what can out there and get amongst and go and sell and enjoy it because we enjoy the chase, Right? So I got to see what I've got to just move this to see what we've got next.

So, okay, we've got a problem. Everybody knows we've got a problem. I mean, I hope I guess you would agree there is a problem. I mean, you're not going to be listening to something about, you know, missing targets if you haven't experienced it or are actually going through a type of situation right now, whether it's company or individually.

So who's responsible and what have they done? Well, I have to read this out because it's a bit of a long list. I don't want to miss anything out there with me on this. So you've got low to no lates and the least you've got a poor quality. You beady eyes are underperforming. Telesales is pretty naff around to one shop.

We know that salespeople being told to go and find new business in spite of having a big old marketing department. Fancy that events being attended by time wasters because they're not being qualified up front. Businesses going online, downloading documents, but not unsubscribing straight away. Low or no contact us inquiries. Oh, so what you mean you website's not working?

Fancy that diminishing pipelines come onto that in a bit. Salespeople getting their targets increased because of poor performance. And then you've got to deal with the incendiary comments from marketing, don't you, that like you can't sell. That's why we're not doing so well. We've given you loads leads. Why aren't you selling? We're on target. All the boys in marketing and eyes, we're all on target.

We all get in our bonuses. But you're not because you. Because you're not very good, are you? And then you've got the other part. You know, if you do put forward a complaint, the response is, Well, unless you've got a better idea, I suggest you keep quiet. Well, this is the better idea. You can absolutely, absolutely love it.

Yeah. Not finished yet. Pressure is brought to bear on the whole company because of poor performance. And everybody points at mark of Sorry. Everyone who points at sales because you're not selling gains. Operative word here. Selling. One of the problems is marketing's cornered much or most of the budget like I think the average who was put it out I think was gone and said that something like 10% budget is allocated to marketing and it keeps going up and they keep demanding more.

The strangest element of it is that marketing people, senior marketing people, it makes me smile and have a tenure of 9 to 18 months excuse me. So they join a company, so they're going to set the world alight. Doesn't happen, they get fired. But the problem here, it's not just the get fired is that the same your you know, directors tend to just go and find a clone, somebody else that can blank them about how much business they did in their previous job.

And so they come and join the company and they dress everything up that the previous person was doing, but dress up differently, do the same thing. This 9 to 18 months been going on for like nearly ten years, but no one's joining the dots Well, except me. So and because of this kind of this problem, this endemic problem marketing and not doing the research, you would think the marketers, well, that's what we do.

Market research goes together. Why don't you do if marketing had done any research themselves, I wouldn't be sitting here talking to you. I would not have anything to say because it would have already been done. And I'm I've got a big problem with this because I started off I mean, I, I started off a long time ago. I've been doing this nearly 40 years.

I started of selling technology and services. I was doing telecoms integration with CRM. I was I think the most the biggest deal I got was a flight for half million with one company I know about sitting in front of people. I know about cold calling in the rain and sleet and snow. Yeah, doing telesales day in, day out, trying to get appointments.

I've done it. I've employed telesales people. I've employed. I think the maximum people are employed was about 40 people didn't like it and I didn't like the management of it because I'm not kind of I'm like you, I'm the salesperson. I love selling. And that's that's what gets me out of bed in the morning. I love doing it.

So I thought I was doing something wrong in terms of how I was running my business. And so I made it my business to get involved in marketing and find out, well, what I must be a real. So I absolutely pulled marketing apart to the point where marketers do not like me because I'm saying that they aren't absolute disgrace in specifically in B2B.

I'm not talking about consumer, I'm specifically hundred percent talking about B2B. Marketers in B2B are so seriously lazy. They've refused to do any research. They've refused to join the dots. And because of that, you're in the situation that you're in. They're not. They get paid. You've got a target to fill to fulfill. So you're get in the neck because they are too lazy to do their job properly.

And so they copy everybody and do marginally jinapor, maybe whatever you want to call it. And then they go and do things like gifting, thinking that that's what's wrong with that entry level bribing. Oh, that's really slow and clap is a disgrace. And of course, have you seen an increase in leads? No. Has any company seen an increase in their turnover?

Not the average turnover per person per annum is. Andrew Grant If you look at BPM, RPA Enterprise architecture, I speak for those that don't know BPM is business process management, RPA is robotic process, automation is enterprise architecture. So just look at this is I don't just under 60 big, big companies. Yeah the average is 144 grand per person per annum dollars 120 grand.

British Institute statistics say average in the UK 120 grand. This is not good. It's not good for anybody. When you consider that Google are doing 2 million per person per annum dollars. Yeah, there's a there's a massive disparity here and it's a reason for it. And so, you know, when I kind of finish this off that, you know, I think one of the one of the problems that it's an interesting place where the problem starts and it starts by like the way that companies begin as start ups and it's this impatience.

So I mentioned this a few weeks ago, that you start the company, build a product, get an MVP out there, sell it to one or two. Few people, don't get investment manufactures, scale everything up, but you can't sell it, Not selling enough then. I mean, it's at that point that you take on a marketer or CMO, some superstar, and then the cycle happens every 18 months because you're not selling enough kit, but it's not that your product is no good, you're just not selling enough of it.

So no one really knows what to do except to get worried. And then you go, Well, look, if you look at the statistics I mentioned about the average turnover per person per annum, but if you look at the statistics, 20% businesses go bust in the first first year, 3/% in the second, 50% in the third. And by year ten 91% of businesses go bust.

It's been like that for years. Investment, investment, 40% of businesses go bust, period. This is from the hefty 75% of businesses that get investment don't achieve their own targets and 95% don't make an R. Why for investors to why is that? And it's always down too, of course, down, down, down to how well the company is performing. But why isn't it performing?

And we're talking joining the dots here. The information you're getting now is the benefit of my years of years and experience. And now, like I said before, if you haven't got a better idea, I suggest you keep quiet. This is the better idea and this is all the information data that you need. So if you're, you know, part and parcel of this is I'm giving you the information as a salesperson and you can decide what you want to do with it.

You know, you might want to take your S.O. to one side and say, you kind of look at this, see what this guy saying. This is because this on one hand, this is absolutely absolute gold. This is dynamite as well. Yeah. So at the end of the day, you know, you've got these people that are pushing this message for marketing and anybody that says anything different to NSM T to senior management team, the response really awesome is cool, chop chop and what's it going to take when I'm going to get the money when 0y0, you don't know.

You know, forget it. So the impatience is still there because they want something to happen instantly. Oh yeah. Everybody's doing the modulation. IBM B content. Yep. That's what's going on. You say this, you've seen the film. I can't remember the guy's name now. It's like worm tongue or something. But he's speaking to Ponytail. Got rid of his name in the basement.

But these whispering this evil into their ears and. And it's destroying the company from inside. And it doesn't work. And you say, Well, why is it happening? Well, the reason it's happening is because big tech martech have a strategy. But the strategy was designed for consumers, not for businesses, not businesses. Sell it to businesses, people that have their own money, their own expenditure, their own cards, and go and buy something because they want to buy a pair of jeans.

You like the jeans, you can buy them before your company. Well, you're going to go, well, I'm I have to have a think about this. Is it going to make me any money? But it is going to cost me money. Was implementation time. Can I establish an answer why the buying process and psychology of what you do in business is completely different to consumers.

Yet the technology that you're using for Demandware, Leach and IBM and all the other stuff was designed for consumers and it doesn't work. We know it doesn't work. And what what is a disgrace is that marketers knew it didn't work ten years ago, ten years ago, they knew that 97% of businesses hated filling out forms, which made the whole market automation demand chain stuff a waste of time.

Now demand by it's 100%, So why? Why are they still pushing it? Because CEOs keep buying it. Because we can go back to that because because it works as a book by ten, a guy called Daniel Kahneman. I used to have this lot of paper. Daniel Kahneman It's about repetition. Marketers use repetition. Of course they do. And that's that's how you keep telling people the same message again and again and again.

It works. And when you tell someone something over and over and over, they start to believe it and think that, well, they now know what the score is skewed. Thinking fast. But thinking slow is about doing research. Marketers are not renowned for doing research, so therefore they're not going to tell their CEOs. So let's stop doing this and do something different.

Why? Because again, they compete. So this is what the technique you can either look at this as being the marketer or look at this as being the technology. And it is the equivalent of like we've got here, the Emperor's New Clothes. Everybody thinks it's supposed to be, you know, the CEO thinks he's brilliant. It's supposed to work, isn't it?

We're supposed to be able to not have to go cold, call. People would just flood into us and it's never happened. But there's no alternative till now, so don't spend too long on that, because I want to get to the point where and you know, we know the root causes Beta bees have been misled by marketing employees. Yeah.

As we've as we as we've got their employees books come back again of skipped past it root cause and sales go and gets blamed for poor performance no alternative and businesses keep going bust so you we know this we know this information your pipelines are diminishing. It's not going to get any better. Not ever. This is saying you've heard it before.

If you do what you've always done, you get what you've always got or doing the same thing over and over and expecting a different result is a definition of insanity. But Einstein didn't say that, although it's out, needs them, but it's going to get worse and that the root cause, the root root cause is not connecting with your time, your total addressable market.

There's not enough engagement, which means everything is is going down as a diminishing spiral. So it's getting smaller. Marketers sell cheap not based on our line because it never sold anyway and they've become responsible for first contact. So marketing end up getting sick into bed with but a more closely aligned to the and telesales but so 300 to 1 shop bring someone out try and find someone interested and then the worst thing which ones probably once every sales person up is attribution marketing want attribution.

They want to say, well, they actually come to us. We we're responsible for getting that deal. It's like, no, you know, And so that the whole the whole process is is is really very, very bad. Yeah. And it's going to the next one here. We did that didn't we. Marketers security salaries, misleading CEOs hanging in there for as long as possible.

I mean I can't go to any not be any nicer about it. No I can't, I can't be any nicer. You know, when you've been in business for 40 years and you see this stuff happening again and again and again and you see the the heartache and the grief that's dished out to business owners and all the salespeople.

So the salespeople are getting the crappy end of the stick and they are being basically beaten over the head with it, with a big stick saying sell more. But the business owners who own the companies have got their companies up for, you know, they've got their properties securing bank loans and goodness knows what, they're being screwed. They're being scammed because the people that are tell them to do something, have no ownership within the business, can't get another job.

Oh, look, the company's gone bust and money can't get another job. And I went. I went over this with recruitment recruiters, you know, do the same thing. So can it be repaired? Can sales be repaired? Well, I wouldn't be sitting here if you couldn't do that. So definitely, definitely do not go back to basics. They don't exist. Yeah.

Mel Schultz telesales and door knocking. You think? Yeah. The landscape has changed. There's absolutely no going back. So what do you do? What are you you going to do about it? Because it up on complaining. I've got I think I might have jumped ahead of myself about complaining, but what are you going to do? Well, the first you've got to sell your market.

You exist, you've got to promote your content, not the product. It's really, really important. You must understand to about promoting the content is not you that's going to do it. But you've got to keep your eye out for this. You've got to understand what your company's doing and why it needs to change and how it changes. The reason you've got to promote your content is because people like me who are buyers, we want to learn.

We don't want to be taught, we want to learn. We don't need you or any salesperson come around telling us how to run our companies because the responses is so. So when's the last time you ran a company? I've never run a company. So you therefore you we have nothing in common. So you want to you want to get over that hurdle and ensure your company is producing content that educates your prospects because the prospects want to self-serve self-educated remain anonymous.

I don't want you knowing who I am. If I'm a buyer, why would I? You going to pester me? I employ people to keep you away from me so I can get on with running my company. So if you're being pushed to go and get in front of them, you're going to happen. So there's got to be a better way of doing this.

Tell you market you exist. This is this is a numbers game. We all know this is a numbers game, but nobody has ever explained a method or methodology to work the numbers. Okay, list this particular site in the UK just to give some examples. In the UK there are 212,000 companies. They've got between ten and 50 employees. Yeah, 212,000 companies have got 50 employees and above 44,000.

And that's broken down between 36,000 up to 250, specifically up to 50 and then to 50 and above is 8000. So go for the larger group because we know if they're doing five, if they've, if they've got 50 employees that going to do about 5 billion plus turnover. Okay, Nice and simple. They should be able to afford what you've got to offer.

You don't need Dun Bradstreet, communism, zoom info and all the other stuff, giving you the firm graphic information to check in to Salesforce to to have the API back into Marketo to tell you who you're supposed to ring. Yeah, you don't need that. You can tell. I know I've been on I'm on the case for this. So of that, between one or 15% of your total addressable market begin their buying journey every week.

So they just begin it just thinking about it. And the reason that this figure cannot be disputed by anybody is because the response is, So why did you go to business in the first place? If you if you if you weren't going to have a market that was going to be open to to buying your product, it's got to be between one and 15.

Otherwise you wouldn't have gone into business in the first place. It's good argument. Telesales out the question, forget it. Can't get involved. There's no point getting involved telesales because it's a 300 to 1 shot 60 calls a day, five days a week, 300 calls, one person interested, not viable. If we went with 100, you wouldn't find 200 people 1% to get 100 people to watch your show or to be involved with you or to look at you, You would need 100 videos.

Now. You could pay to 30 grand a year or pay 50 grand a year, but you're not going to be paying out 3 to £5 million a year just for BD ideas. It ain't going to happen. Our interest with the stuff that we've done in two months, you've got 1500 people, just under 1500 people look and listen and watch what I'm doing.

The emphasis there was what I am doing because sales exchange is me. So absolutely no excuse from any market. Okay? Now we can't do it. Just happened to be interested in doing this. But I think at the other parties I absolutely love doing it because there's nothing like it. Nobody can touch this, this just this, but nobody can touch this.

This approach. So what you do, you set up a live stream, you do this. It's not complicated. Trust me. I mean, come on, just a second. You set up something like this, you call it. You buy a database, your total addressable market. Say if you identify 10,000, you then send them an email every week or twice a week and say, Come and watch us.

Come and get to know us. Here we are. And then you put, you upload the same 10,000 database selected and put banners on the same newsfeeds as the people that you're embedding that, that that's it. There is nothing else. Trust me, there's absolutely nothing else more effective of paper. Click on do paper click. Yes. Sit there. Be passive.

Yeah. That's what marketing want you to do. Just sit there. Well, look, look. The text that we've got, look how much budget I've got chucking out to pay to Google or whoever. Nonsense. You, your hunters go out and find the business, email him, say hey, come, come watch us because it works. You're watching, you are up for it and you want to learn what I'm talking about.

So you're already confirming to yourselves, Wait a second, If I'm watching this, then other people are going to watch. So if we've got something worthwhile to say, our prospects are going to watch us too. Yeah, exactly. You get in it. Yeah, exactly. That. So you put out, you forecast this, I broadcast this, do it once a week, and then I take this this live stream.

I convert it to a podcast and does a podcast and that's distributed to Apple and Spotify and all the others. Yeah, I've been doing this for nearly 40 years. There's nothing like this that reaches so many people. Yeah, so is pennies. Oh, come to absolute pennies. Setting stuff up like this, you know. Yes you do. Podcast. Yes. You have the amount of people that you could reach, could you.

I mean could you imagine if, if you have such a product that you had to I'd know 100, 200 people, three people a week watching you. And of those a percentage are going to go, you know what, I really quite like them up. I think I could buy from them this app look at their website and that's where another part comes into which is why you need content that's going to educate and take away those forms.

So nobody has to fill out a form. Let them read the content. Okay? What we do, we've got we're saying, well, I've, you know, kind of all over the place, but you've got an open access website, no forms whatsoever. Loads of content. We've got articles, downloads, infographics, livestream, podcasts, videos. We've got absolutely everything. And we're on the social media platforms, on groups and pages and so on.

So you can do the same. But the critical thing here is if you produce content, really, really good content, you don't need loads of it. You just need to write stuff. You know, people in marketing thinking, Oh, what we're going to do is we knock out a block every week or every few days complete and utter waste of time because Google, this is just kind of a part to support your your argument.

If you if you sort of mean when you go and share this tutorial, Google Google expect you to write articles that are that are properly engaging, which means they have to be between two and 6000 words long, Let that sink in. Not for paragraphs 500 words to a page, give or take. Okay, so 2 to 6000 words with an index and bullet lists, number, list images, graphics, infographics, links.

Something that would really educate someone. And the reason they want that they don't want it. They're not interested in you. They're interested in themselves. Of course they are, because they're a commercial organization doing 2 million per person per annum, and they want you to write great content so then they could index it until their cust, their customers on Google search to look at this information.

We're serving you up exactly what you wanted. Okay, Google are serving their customers with what they want it to not care about you. If you if you're writing silly little blogs, not you, but if your company is writing two, four, six paragraph blogs and thinking that constitutes producing content, absolute nonsense. Because next stage, soon as you've written it, yes, it's got to conform to the SEO standards.

Oh yeah. We've, we've got Moss or Neil Patel or Sam Rush or whatever, but Google won't index it if it's not good enough. First I've got to finally you've got to make sure you've got a proper site. So site index, site map, sorry, site map, Cyber site maps submitted to Google. Google says yes, it exists. Thank you for that.

Oh, we've had a look at it. We don't like it. We're not indexing it. I mean, you could have put loads of work into it. They go, no, no, no, interested in it. And you and your colleagues go, But this is a pretty content piece of content. And you go on to Google Search console. Again, it's not indexed.

All that work and effort completely, utterly wasted. And you're sitting there go and we've got we've used it we've got Marketo part of all HubSpot whatever we've got a former ness when someone goes on there but nothing complete waste of time unless they're my efforts. These adverts, I've got 288 adverts at the moment. I'm finished yet at the moment being output every single day or month, don't have to touch it for months.

Guess how much that cost. 50 quid a month. So everything I'm talking about, we are not talking money here, we're talking common sense, something that marketing is lacking. You can have one great piece of content that you and your colleagues know you. You're in sales, You know what your customers want to read, so you've produced it great. Now produce ten adverts to promote the content.

20 adverts. Okay, It doesn't matter. So as long as you've got these this, these adverts going out, that is what's going to attract your prospects is the information so they can self-serve and self educate, get to know you remain anonymous. So the whole point of it is you know where you want it. Right now you do have to review your existing content.

You can set up so what we call social four, four, four, which is for adverts, minimum for adverts four times over four weeks and repeat cycle 120 adverts don't have to do any more promotion, so to speak, on someone like LinkedIn or Facebook or whatever. Four months? Yeah, just monitor it, see what's successful, change it. And so bright your content or product.

Don't worry, but don't worry about CRC. I'm the red herrings because your company knows your focused target group and now you are emailing them every week to say come and watch us. What you need to see for you have to think about that. You don't waste money that way and in terms of indexing in time your company will go right.

He's a decent format between two and 6000 words and so on and so on. We've got some tech, we've got templates for that. Don't worry about pay per click to landing pages because you're not going to do demand gen and stop digital marketing automation altogether completely not to waste time. And you're sitting there thinking, Wow, he hasn't even taken breath.

And the point of the point of all this is that there is a big, big problem. And when it comes back to impatience, like I mentioned earlier, you have to understand this. This is critical, absolutely critical for your future. If you don't get this, you will be constantly frustrated in what you're doing. 25 years ago, it would take about ten visual touches, if you want to call it that.

For somebody to become familiar with a brand or product. And what we were doing back then, what people were doing back then was sending stuff out, but one in three would get through, which meant you needed to have 30 things go out on a regular basis. Yeah, one, two, three, get through. They get to see ten. You become familiar.

Happy days. Now, 25 years later, we've got LinkedIn, Tok, Facebook, Twitter, Instagram and so on. And loads of noise. And the noise comes from not just your perceived competition in your given industry, but also the brands as well, like Adidas. And so because they're putting out great content on all the social platforms as well and you know people they were there some going, okay, yeah, okay, click past don't like your advert Oh oh he's Adidas.

I like that. So Adidas are getting a dwell time. They're getting eyeballs on their product, not yours. So repetition is the key. Now 25 years later it's 30 touches. So you need you need 300 because only one in ten get through because it's so much noise. But if you're just producing images and information with the help of CBT, Chatty Beauty and me, journey and images and so on, it's not a problem.

And that's what's not happening in B to BS cut the impatience. You really just want the kudos and stress, the investment in your base, into your business. This is kind of a message for for business owners, or you just want a calm and calm and success. I want common success. We live through this stress process because of impatience within business and no one wins.

So what can you do? Well, don't complain to your boss, your CEO. You turn around and just bitch and complain about no leads. He's not interested. What you can say is we both know that marketing has not worked for the past ten years and that's a fact. Across every industry in B2B, it does not work for anybody because demand gen legend doesn't work because it was designed for consumers.

But I've got a great idea just to inwardly digest this. Yeah, you can explain the effort. It's minimal effort, Max. Massive reward cost, pennies. I'll show you some kit in a minute. Explain about failed marketing you as an individual, all you have to do is do this. You. You're paid to talk? Yeah. Put on a suit. Go and talk to someone about this product that you've now learned how it works.

So you can do that. And and this is about it. Was it before It's selling at scale? Yeah. Not this 1 to 1. Stuff that you've been used to for the past however long in your career. This is about selling at scale and it's not about the kit. Don't, don't think about that at all.

Definitely think about your competition. I mean, I'm reading the slide now, but this this is this is the picture. This is it. So this is the the webcam view that everybody has got used to this cheap just really ridiculous webcam view or hide behind the webcam and call it a webinar. So you have to put your face on it.

And we're at the point where I was told when when I was selling is one of the early stories I was told is about dressing not to be noticed. So you don't go in there dripping with gold and, you know, really flash so and, you know, turn up in a Bentley. Yeah, you dress not to be noticed because you want people to focus on what your message is.

So they don't they don't they don't notice anything on you. And now we're at this point where who are you going to buy from? Yeah, who would you who would you prefer to buy from? Someone who's sitting there. Look at and the overall kind of thing. He's really quite sloppy. And someone or someone that's prepared small is up for it.

And that's and that's what this is about. So from from the visualization perspective, you can go, Oh, we go, Can I? We? Tucker Carlson Yeah, that's all quite smart. So tie. Yeah, well, me but there's a point to this because that you've got That's television, isn't it? That's what they do on TV. We're all used to this. So how on earth have I got to set this up?

Or you can see you see my background? Yeah. And and the point is, you go back to this. You could do this from home. I'm see, I'm absolutely hundred percent serious, and you should be, because you're like this. Like, let me just, um. Let's let's move this around so you can press buttons. I can press buttons. You can press buttons.

Yeah. So here's here's the studio. So you can see the studio. We've got camera in front there. We've got camera B, the camera. See, we've got we've got some some kit down here, which is for audio. We've got some other other kit just here which is got the, the, the rolling image on the background and some other boxes of tricks.

But the critical thing is this. The full buttons on there can't see very well. It doesn't matter if the buttons on there. Maybe if we went to camera two we got today's camera too. So here's some buttons. You can't really see them, but it's just camera one, two, three and outro. Now it's like a third echo. There's a lower third.

Should've done that at the beginning, so anybody can press these buttons. And the reality is you're paid to talk. Would you rather talk to one person or talk to a hundred people? Yes, it's public speaking to an extent, but there's no one else here in this room. It's only me and and even even even with this. Yeah. So you said, right.

Okay, well, here we are. We're Nigel made today in in a rainy UK. How, how Very typical. Yeah. How about I quite like that one. I quite like that one. You know, we've got a bit of a bit of a kind of a loft looking image and so on. This is, this is the, this is our city office.

Trendy office in in White Chapel. How about we go to our Paris office or we go to our Washington office now that there's a very significant there's an important part to this, which is I'm doing this show live right here now. And if I go on to there. So I've got four specific feeds coming into the into this show, which means I could you and I you could go on a Zoom call and I could bring you into my show right now as one of these feeds, one of the on one of these boxes.

It's not about the kit. Yeah, it's absolutely not about the kit. It's about being creative. And that's the that the issue is that you can do this this home green screen, home office studio. Anyway, anyone could do it. Camera, mikes and lights this, you know, this is just been one, you know, you can just have one camera. But if, for example, you had two people, you're going to meet one here, someone else there.

More people want to watch. Two people have any conversation than any other type of video or a alive show. So you've got you've got to bear that in mind. So if you and a colleague, sales colleague, but a banter between you do a show every week, message 10,000 people, get them to come watch you ensure that you've got some content that's useful and interesting.

And then when it comes to your actual shows, so right live show segments, these are there's 2530 on there, whatever. There's loads of them. You've seen it before, you've seen early evening kind of magazine type shows. Oh, first we're going to go to here, then we've got an outside broadcast, then we're going to go to someone else there.

We've got some people in the studio. This is now become available to absolutely anybody by camera that's got an HDMI port in it and you're away. I mean, you mobiles, you can even use mobiles. You see people use mobiles, but it's because of the lack of creativity in marketing. Nobody's actually using mobiles to communicate the company message. Instead, they'd rather go through that.

That whole grief of hoping, hoping that people are going to find you madness. The other part, I'll, I'll do it next week, but adverts will be adverts. If you've got a captive audience and they're watching you go and we'll be back after these messages. Press the button advert happens, carry on talking again. Go to a new segment. We're talking selling at scale.

We're talking quasar, kind of in the education versus entertainment, kind of a balance between the two. And that's that's what business owners want. And if they can't watch it, to listen to it on the way home or to work in the car on a podcast, don't do it. You'll your income's going to keep coming down. If you chart your income and you'll you'll individual personal visibility to your prospects over the past ten years.

Look at what you're doing now. You know, look at how much time you actually spend on the phone speaking to a genuine prospect. And that's what's expected of us. Of you. Yeah, This way you go. I don't care. I'm not bothered. I'll put this out. We'll get five, ten, 15, 20 people watch it. Happy days. And then at the end of the by that by within a week it's up to 150.

200. It's great. It's brilliant. You can't fault it. So to do all those adverts I mentioned before, 50 quid to distribute them on social a month to go live, I press one button and it simultaneously streams this show live to linked in Facebook and they earn YouTube two channels on YouTube. In fact, if you if you've been around for any length of time, your company is going to have an amount of people that follow it on LinkedIn, for example.

So you can have five, ten, 15, 20, 30, 40,000 people know. So it doesn't matter. Following you on on LinkedIn, you've got an instant audience. You press one button, go live, tell them in advance, came to watch you, you know, upgrade people, do a show about the upgrade. You want to upsell them, do the upsell, do it live, get them ringing you.

You want to do Q&A? We can have a bash at Q&A next week. I'm not actually done this before on on a on a show. We're going to do Q&A next week. So I have I might have a list working with me next week, but we'll get another another laptop hooked into my LinkedIn account and we can do it live.

I've got a question here on I promise I won't mention anybody's name or anybody's company. I'll just mention the question and a first name. Okay. So, so that way you remain anonymous because that's what this is about. But the point is it's engaging. What is your alternative? I mean, you've really got you've got to think about it. What what have you got to lose?

I mean, there's two things about it. You can speak to your boss and say, I've seen this guy online. This is really he's really is quite something We could we could pick up a camera that we could use for live streaming for a few hundred quid, buy some lights, plug it in, and go live to all of our customers all at the same time every week costs pennies.

And what this guy keeps saying, get rid of everybody in marketing. You don't need them. What is this prick up? What the. Well, get rid of him. Like, how's he going to do that? Because this this is systematizing and automating a process of communicating with our prospects at scale to our total addressable market. Our our total addressable market, We have got a database of our total just walk.

And we know not that I know of any company that doesn't have a total addressable market database in situ embedded within Salesforce for them. If you haven't got it either, you see our own needs to be fired or your CMO needs to be fired because that is 1 to 1. If you as a salesperson don't know who you can sell in any given area or region, it means your marketers or senior people in sales have massively failed.

And I came across this company in in Germany, they've got 50 million B2B names on the database, 50 million across Europe. I've already told you how many businesses there are of a certain size in the UK. I think that excludes public sector and so on. But nevertheless, if you know you've got 10,000, you know, there's a percentage. If you've got people watching you, there's your numbers guy.

You've you've nailed it, will you. Yes, it will take some time because it will take a certain number of repetitive connections through the content that you produce to get them onside for you to become familiar. If you you think about your company now and think about all your competition, what are they doing? They ain't doing this. And so a bit like this, for example, would I say, or do anything differently if I came to meet you?

If you said you, can you come up, can you present to talk to us, come to our board meeting or come to a sales meeting, whatever. Would I say anything differently. Well, you've already gauged that. You've already decided on that because you've gone well, he seems pretty comfortable in front of a camera. What on earth would he say or do in front of us that would be any different?

I wouldn't, because you just go be yourself. You this was telling us about. It's going to joy it. And he's a critical thing now for everybody, which is the the the adoption curve technology Adoption curve. I can safely say I'm at the turn off percent at the beginning as an innovator in what I'm doing. Now. What you do in your company is up to you, but you can very easily become the innovators and early adopters, and that's your decision.

I think, for your future, you would really want to speak to your boss or your colleagues. Do yourself nothing stopping you. This is the kicker. Doing stuff like this, doing selling today, you have to be entrepreneurially creative Marketers are not entrepreneurs. Don't you want to with them say anybody of B2B marketing? Not they have just sat back and done nothing and blanket businesses and shared around their clever little diagrams plagiarized and recreated their own and presented them as their own intelligence and done zero research.

Because if they had, they'd be sitting here. Like I said, you they're not creatives. A creative person, graphic designer, creative artist, creative filmmaker, creative. Yeah, we all get that admin Marketing's admin is going through a sequence or series of tasks that you do repetitively. It is admin. So why, why all this onus is put on them is beyond me.

But it was the Emperor's new clothes, the golden goose. This is what needs to be done. Everybody wanted it to work. It didn't work, but nobody changed. So it is is time for you to be different. And this part, this these series, you know, look back and look back at the previous ones. These series is is to help you get prepared for this.

Yeah. And it's all about future. You know what you can do in the future what's what's going to happen, what you can do differently. And that's what this is all about. You've got to do something different in terms of the sale. Give them what they want, give buyers what they want. The old days are gone. They're not going to come back.

Not ever, ever, ever, ever. So we as buyers, we want to get to know like and trust same old adage, know, like trust, buy. And in order to do that, we want to self educate and then we will engage with you when we're ready to buy. I don't want you calling me up, not interested. Don't save me money.

Not interested. Can already do that. I want to know how to make money. If you can help me identify different ways to make money, I'll listen to you. And that's what your job is about is establishing, not rely. Whether it's saving time or improve this or improve that basis. Owners want to make money. And one of the fundamental problems are going to come across is there's a big pride element here.

And you will you'll come across resistance. Of course you will. I there was one a message, someone from a a very large APA organization who has produced a document that says, I will help you defend your marketing budget. Bloody well defend it. You've got to be kidding me. Nothing should need defending. If it doesn't work, get rid of it.

And the response was, and if it if you're having trouble with that call, you call me, I'll come down there. I'll sort now I'll, I'll help you defend your budget so you can keep buying our product. Give me a break. Says a massive pride issue on the side of the marketers, but potentially with business owners as well. So you need to be sensitive to what you say to your CEO or people further up the chain because saying you've got it wrong, everybody got it wrong.

We we all got it wrong. We all put our trust in marketing. We all did this. We all endorsed marketing, thinking that marketing was on our side. Marketing is the only department that's saying there needs to be a closer tie and more synergy with sales. They are the only people saying it. Most salespeople are going, We can get lost, actually, because I've got nothing to say to you unless you can give me some decent lates.

Prove yourself with elites and I'll talk because they want attribution. So talk to your colleagues, talk to your co salespeople, your co-presenters. Yeah. And think about it. Well, we could do this in front of the camera, have a chat. That's what it is. That's all it is. That's all there is to it. And people get to know like, and trust you.

I quite like it. I don't like her, like him, or vice versa. Whatever. It doesn't matter. Mix it up, change it up, get different people have lots of people review your website, really important. And we've got those information on our website that you can look at and you can suggest an evaluation you could do internally. You call me up, I'll come and a date with you, organize a meeting, do online, do it face to face, not bothered.

But the critical thing is because of all the information that we've got and there's stacks of it on our website, You can do this, so you can do this yourself. Yeah. And so I think that the the most important thing is, is that you could go it alone. Yeah. You could do yourself, but you've got to learn it.

Yeah. And that's the kind of the only thing that we get to offer. We get to offer. The only thing we can offer is speed. The speed which we can help your organized and change getting everything in place. And none of it's lost on me. Do you like you do? A live show is recorded and it stays on Facebook and LinkedIn and YouTube forever, so people keep coming back to it.

And if you've got, you know, like links in the description, you will have a look, the links in the description coming to come to our website. We've got brochures and blah, blah, blah, blah is forever is none of it's ever lost. And all it's taken is 12 O2 it's this has been an hour and I'm going to say goodbye it's dropped on and that's that's the critical point of this and for for people that are a bit I don't know I mean I'm all I'm always all in my think first but of course naturally to empower parallel why not.

But the thing is when when when you see yo realizes what it's like we don't need to do paper click. We're paying thousands on that every month. We don't need to do this. We don't need to do that. Yeah. Our website is being hosted by some company that's ripping us off. But if you look at what you're doing, if you look at the the kind of the backdrop, if you understand the backdrop of wherever you're putting your money is a backdrop built for consumers, which a backdrop built for for B2B, a B2B specific know like trust.

Yeah, know like trust, self-serve stuff, educate, remain anonymous. And of course, you can do this every week to thousands of people. And if there's only a couple of you in front of the camera, it changes that whole mechanism of going, well, we don't need as many people to read that or as many people doing this. We need some people in front of the camera.

We need some people, you know, maybe one one person or so doing the technical bit, bringing it all together, make sure it all works. One or two people may be on, on, on the chat because people are asking his questions during the show. I would rather people were sitting on the end of a screen like this at home, for example communicating.

If you want to talk to one of our sales guys, just go in there and we'll route it through and you can speak to them or you can speak to them at their their home office. And this, you know, this is what they get to see. Whether you want to write in your background or not is irrelevant. But, you know, you've got a green screen, you got everything set up and it is super professional.

One camera. This happens to be there. I happen to have a certain box of tricks here that makes the green screen look really good. Yeah, none of that kind of hazy stuff and what have you, but that's all. And so you're showing your prospects, not just that you've got this very engaging and entertaining live stream every week and you keep messaging them, reinforcing who you are all the time.

Ask your boss How many times have we messaged our total addressable market in the past 12 months? And he won't be he won't be able to answer it. Yes, I'll come back to you on that. You'll then go and ask marketing. He'll say to marketing, How often are we? Are we actually messaging our total addressable market, offering them something that they can just have without demanding something in return?

They'd probably say, Never. We don't do that. And so this way invite them, enable them to be anonymous. They don't want you to know that they're looking, but you know who they are because you're messaging them. That's good enough. But that 1%, that special you, 1% of your total addressable market looking at you every week, you could do that with big deals, impossible numbers, too big, too ridiculous.

So the the cost the cost in terms of all of this, you could do it with an iPhone and you could do it on an IMAX camera with Steven Spielberg. So is everything in between is anything you like? But the point is, is that you don't need much, you know, your salespeople, you as salespeople should have this set up A that's that we should have.

And then this kind of a final thing, imagine your bosses. Absolutely not not doing that. Look for go do it yourself, do it yourself, do it yourself, do it yourself. There was a guy called Frank. Frank? Frank. I can't remember, son. I know him. And long time ago he said, You know, if you want to keep customers, communicate with them direct, write your own newsletter.

Yeah, right. So people listen and can read what you're writing about. You don't write to do your own life show. Explain some who you are, what you do, what you've what your what fires you up, what you love about your product. You do it. There's nothing you're doing it. You're selling the product, but you create your own audience.

Something to think about. But I think you find when you communicate this because this is this is, I suppose, and it is an attack on marketing because marketing a failed in a very, very big way B2B. And this is the alternative. This is what can be done almost immediately. But it does take time just to set it up, that's all.

And to inform you. Yeah, you could send a message out next week, come join us the week after, but you'd have to prepare for this. So it's only a timing thing. Yeah, but the cost of doing this every week, it costs nothing to stream till nine because 50 quid. 35 quid, whatever. Yeah. $49 to stream simultaneously. But that's all the 50 quid.

40, 35 quid to message to keep the messages coming out. Yeah. So the only difference is, is your email. So your 5050 email or whatever to message 10,000 people 12 times a month. According to that I think it was MailChimp last one I looked at. So where 200 quid. So the only thing I haven't got a figure for would be what it would be to put a banner on LinkedIn to those 10,000 just for it to appear, just to say, Come join us, come join us, come join us.

So you're not asking for any clicks, you just saying come and join us. And of course you've got these people that are already on your who are following you and your company is some various parameters. You can have a minimum of 150 people following you and your company name on your company page surrounding that other than that, that's it.

So that actually brings us to a close. Enjoy today. You've got to think about it. Just take time to think about it. And Rome wasn't built in a day. Think about this, think about the implications. Think about how you want to present it, approach whoever you need to approach about it, but important thing is, is that it's all about great content.

And whilst you can create, you have to create good written content so that people can look at it, but equally create great content, then talk about it. Oh, we've, we've got this brochure here. Have a look at this. This is what we just produced and, and we're going to talk about it tell we have got so so here it's not difficult.

Honestly, it's not difficult. You just have to kind of get over that I don't know whatever if that if if even if there is anything to get over of doing a livestream, I'm you know, you might be speaking to five or ten, 20 people. A hundred people. It doesn't matter as long as you keep doing it because you can like I said, it's going to stay on all the social channels and you can put it on your website as well.

But more importantly, you can keep repeating to repeatedly promoting it to your total addressable market. So that's it. Let prospects remain anonymous and stop throwing money away, good money after bad. And like this is right. The bottom digital marketing and automation for B2B has failed. It's not sales people or the products, it's marketing. The future is still bright and that's it.

That's it for me. Next week we've got a Q&A whenever that see how we get on. And please do join us then just just to even just to show support, say, oh, we watched it. We watched it. So it was great. Good luck to you, blah, blah or whatever. Yeah, but join us next week and we'll have a bit of fun online.

And that leads me to press the final button, which is the outro. See you next week.