TACK

TACK is a media and marketing firm helping businesses align and accelerate their go-to-market. TACK helps B2B organizations transform how they grow revenue using its proprietary People-first GTM Model. Our customers partner with TACK to align their revenue teams under a People-first GTM approach.

Chief Customer Officer & Co-Founder

ClubPF

It’s quite clear that we’re at a major inflection point. B2B marketing and sales need a major makeover. Brand spam is rampant, the quality of content has plummeted, and nothing works like it used to. There's a better way to grow. A way that matches how people enjoy buying things today. The key is ENJOY!

People-first GTM is all about putting people at the center of every experience. No matter how big or small. It's a shift from hiding behind your brand's logo to YOU being the logo. It values quality relationships, meaningful interactions, and valuable partnerships.

Co-Founder

Navattic

Marketing Advisor

Underscore VC

Underscore Core Community member serving as a valued advisor to Underscore portfolio companies.

Core Partner

Peak Community

An invite-only community specifically designed for the best marketers and marketing leaders to connect and get 1% better each week.

Member

RevGenius

RevGenius is a group of revenue generating sales and marketing professionals brought together to learn, share, support, and grow with each other. You can consider us your alt work family!

Founding Member

The Anonymous Marketer Podcast

This is The Anonymous Marketer. A podcast where we tackle the 
biggest questions from the B2B marketing community. 

But instead of bringing on guests for a quick chat, every question 
comes from an anonymous source. 

These are the questions B2B marketers have but are afraid to 
ask.

Let’s start the conversation.

Host

Airmeet

Senior Director of ELG (Event-Led Growth) & Evangelism

Alyce

Director of Evangelism & Customer Marketing

Director of Field, Community, and Partner Marketing

Director of ABM

Goldcast

Strategic Advisor

Evangelist & Creator | The Anonymous Marketer Podcast Host | Advisor | B2B SaaS Marketing | ClubPF Co-Founder | Passionate about the creator economy in B2B

Check out my Linktree with all my resources: https://linktr.ee/NickBennettMarketing

35+ million views on my content in 3 years.

WHAT YOU SHOULD KNOW ABOUT ME:

◆ I'm a digital native: tech and social media come as easily to me as face-to-face meetings. I'm a motivator by nature, making sure my team reaches its maximum potential. 
◆ Sports are my biggest passion outside of the office. I co-founded an adult amateur baseball league, and I still play myself. How can you not love America's greatest pastime?
◆ I have a focused vision of my future. Does it involve climbing Mount Everest? No, but I do aim that high. I want to disrupt the marketing industry just like Seth Godin. I'm eager to branch out and establish myself as a future thought leader.

🚨🚨 ANNOUNCEMENT INCOMING 🚨 🚨


Ever dreamed of having an Avengers-level marketing team? Now you can have it.

Mark Kilens and I are ecstatic to announce the official launch of TACK⛵️ Crew, our exceptional band of marketing virtuosos available exclusively for TACK clients!

You'd pay this group $3 million a year in headcount costs. You don't need to do that. This new On Demand GTM service is perfect for B2B startups and scaleups. It's a great way to build your dream team without the added overhead costs and complexity of a larger team.

𝘞𝘩𝘺 𝘴𝘩𝘰𝘶𝘭𝘥 𝘺𝘰𝘶 𝘣𝘦 𝘩𝘺𝘱𝘦𝘥 𝘢𝘣𝘰𝘶𝘵 𝘵𝘩𝘦 𝘛𝘈𝘊𝘒 𝘊𝘳𝘦𝘸?

I’ll give you not one but 𝟯 reasons:

1️⃣ 𝙏𝙤𝙥-𝙉𝙤𝙩𝙘𝙝 𝙀𝙭𝙥𝙚𝙧𝙩𝙞𝙨𝙚, 𝙉𝙤 𝙀𝙭𝙩𝙧𝙖 𝘾𝙤𝙨𝙩: Imagine having an A-Team of marketing mavericks, accessible only when you require. You get scalability when and where you need it in your marketing endeavors.

2️⃣ 𝙎𝙥𝙚𝙘𝙞𝙖𝙡𝙞𝙯𝙚𝙙 𝙋𝙧𝙤𝙛𝙞𝙘𝙞𝙚𝙣𝙘𝙮: Everyone in the crew are proficient in a plethora of skills - from ABM to Demand Gen, Copywriting to Customer Marketing, and more. Design your ideal team to meet your specific objectives.

3️⃣ 𝙁𝙖𝙨𝙩 𝙏𝙧𝙖𝙘𝙠 𝙍𝙚𝙨𝙪𝙡𝙩𝙨: Accelerate your performance with the right team to implement initiatives effectively and efficiently. No waiting on the tarmac here. It’s on standby to take off in no time!

The inaugural TACK Crew unites star performers across key marketing roles. Their expertise, talent, and proven track records are now readily available to boost your marketing impact.

Picture a world-class ABM marketer or a paid marketing guru aiding your next project. Or a content powerhouse fueling your thought leadership.

This team of People-first GTM are experts in delivering on-demand go-to-market strategy and execution services.

The future of marketing is here, my friends! The TACK Crew model ushers in a new norm in B2B marketing.

Customize your dream team, and be ready to set new benchmarks cause you’re gonna reach em’!

𝘗𝘚: 𝘛𝘩𝘦𝘳𝘦 𝘢𝘳𝘦 𝘢 𝘧𝘦𝘸 𝘰𝘵𝘩𝘦𝘳 𝘣𝘪𝘨 𝘯𝘢𝘮𝘦𝘴 𝘵𝘩𝘢𝘵 𝘢𝘳𝘦𝘯'𝘵 𝘰𝘯 𝘩𝘦𝘳𝘦 𝘺𝘦𝘵, 𝘣𝘶𝘵 𝘸𝘪𝘭𝘭 𝘣𝘦 𝘴𝘰𝘰𝘯. 👀

Get ready for the take over!

Check out more here: https://lnkd.in/eWiZ4TPD

#tackcrew  

Nick Bennett

There are a lot of things that get me excited, but it's especially exciting when you meet others that feel as passionate about putting people first as Mark and I do at TACK ⛵️.

That's why I'm thrilled to announce that TACK has entered into a strategic partnership with Dragon360, a B2B agency that helps brands reach their true potential through a people-first approach.

There are a lot of things wrapped into this partnership, from collaborating on a new content series to lending our expertise and insights in supporting Dragon360 to continue their own growth by impacting more brands with real, bottom-line results.

We have a lot of things in the works together, and details of each of those will be shared in due time (including this Thursday!). 

But, Dragon360's shared values of excellece and service made them a natural fit for being partners with TACK and we couldn't be happier to be working together.

To kick things off and dive into exploring what people-first even means, Mark and I joined the Digital Banter podcast by Dragon360 recently.

Take a listen here: https://lnkd.in/eXC4d56c

I'll catch ya'll on Thursday for the launch of this secret project. :) 

Chief Customer Officer & Co-Founder of TACK & ClubPF | Empowering B2B Companies with People-First GTM Strategies | Creator | Championing the creator economy in B2B

Day 1 of #inbound23 crushed!! 

So many amazing people and events.

Appreciate everyone that came up and was like I see you on LinkedIn all the time. 😂

Can’t beat IRL connections. 

PS: Probably hottest it’s been in Boston all summer. 🥵

6 months old today! Crazy how fast time as gone by. 

Big week…

🔥 Launching something huge on Tuesday
🤞 Bringing on 3 new clients 
💯 Building a creator strategy for a client and their big launch coming up 
🙌🏻 Kick off for our first major SaaS purchase we bought for TACK/ClubPF  
👉 Speaking at two events 

We got new members rolling into ClubPF ⚓︎ daily. Lots of awesome masterclasses happening in September and October.

Brand building is back in style.

And so are investments in mass marketing.

Legacy brands used mass marketing channels like TV to become famous for decades.

Today, many modern marketers (especially in B2B) avoid channels like TV and opt to invest solely in digital instead. Digital is targetable, measurable, and cost-effective.

But new privacy changes, platform uncertainty, and rising conversations around the importance of long-term thinking in marketing are turning the tide.

More marketers are testing brand building channels like TV, OOH, Print, Events, and even Influencers.

But this renewed focus on brand building carries misconceptions. Lots of them.

Beliefs like no one's watching channels like TV, they're too expensive, immeasurable...

How about this one: You can't target your audience effectively with them.

This is just one of many marketing challenges covered on The Marketing Architects Podcast, a research-first, weekly show from Marketing Architects that answers your biggest questions on the latest marketing news and trends.  

You can listen to the episode on how to target with mass marketing here:

https://shorturl.at/jux45

Mastering brand building is a must for any marketer, B2B or B2C. 

Chief Customer Officer & Co-Founder of TACK & ClubPF | Empowering B2B Companies with People-First GTM Strategies | Host of The Anonymous Marketer Podcast | Creator | Championing the creator economy in B2B

Don’t be afraid of unsubscribes/unfollows.

It’s an indication that something needs to change.

That’s usually one of a few things:

• The prospect isn’t in market
• They don’t view your content as valuable
• They’re reducing the amount of noise in their inbox/feed

You never want anyone on your list that doesn’t want to hear from you so it’s good that they’re self-selecting out.

But if it keeps happening you’ll want to get to the root cause.

Understanding what the cause is will help you make better content.


7 ways to level up as a marketer. 


Now is a great time to take stock and think about how we can improve in our careers. 

As marketers, there are many ways we can level up our skills and have an even bigger impact this year.

Here are 7 tips on how to level up as a marketer:

1. Become an expert communicator - Work on honing your written and verbal communication skills. Make sure you're clearly conveying key messages and ideas.
   
2. Be a great teammate - Collaborate well, listen to others' ideas, and find ways to add value on projects and teams.
   
3. Master your marketing function - Dive deep on your specialty area whether it's social media, SEO, email, etc. Know it inside and out.
   
4. Punch above your weight class - Take on challenges above your experience level to stretch your skills and prove you can handle more.
   
5. Improve planning and goal-setting - Get better at strategic planning and setting measurable goals to drive results.
   
6. Take ownership - Don't just complete assigned tasks, take initiative to own projects end-to-end.
   
7. Reflect on performance daily - Think critically about your work and find small ways to improve each day.

We all have room to grow. Let's challenge ourselves to level up as marketers this year! 

What are 1-2 areas you want to improve in? Let me know in the comments.

7 ways to level up as a marketer

Can you believe it's been one month since Mark and I launched TACK ⛵️?! 

It's been such a fun journey and countless learnings for me personally. 

Let's talk about that journey for a second. 

𝗛𝗼𝘄 𝗮𝗿𝗲 𝘄𝗲 𝗱𝗼𝗶𝗻𝗴:

• 𝟳 clients across B2B companies
• Another 𝟭𝟭 in pipeline with real next steps
• Takes us 𝟯𝟯 days on average to close a deal
• 𝟭𝟯𝟮 members in @ClubPF ⚓︎ with over 𝟮𝟮 masterclasses done & lots of engagement 

𝗪𝗵𝗲𝗿𝗲 𝘄𝗲 𝗮𝗿𝗲 𝗵𝗲𝗹𝗽𝗶𝗻𝗴: 

• Marketing leadership (across a few) 
• Positioning and messaging (across a few) 
• Building an ABM strategy and event-led growth strategy (across a few)  
• Event/Field Marketing activations, supporting new product launches and GTM plans

𝗖𝗼𝗺𝗶𝗻𝗴 𝘀𝗼𝗼𝗻:

• Finalizing the launch of something HUGE on September 12th - Trust me you'll see it all over the plac
• Finalizing the launch of the media component of TACK with a strategic partner & creators - more to come

Am I glad I left the corporate grind? 

100%

I get to work on so many different projects across so many different companies, industries and products. 

Plus, I actually enjoy what I do each and every day and have a lot more time to spend with my fam. 

Cheers to 1 month down and the incredible journey ahead. 

🥂

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Influencer marketing isn’t new.

Kim Kardashian didn’t invent it. 
Michael Jordan didn’t invent it. 
I didn’t either.

One of the most interesting things I’ve come across while working on my book are all these stories of influencer marketing throughout history.

Let’s flash back to 18th century England.

Josiah Wedgwood, a savvy English potter, created a range of cream-colored earthenware that he named "Queensware."

Why? Because Queen Charlotte herself used it, of course!

This was perhaps the first example of celebrity endorsement, and boy, did it work.

Wedgwood became synonymous with luxury and quality, setting the standard for brands to come.

What Wedgwood did: aligned his brand with a respected figure (the Queen), made a fantastic product, and got the message in front of his ideal buyers.

There’s no difference between what Wedgwood did and what brands today need to do.

Do you have any good influencer marketing stories? Hit me up. Bryan and I still have tens of thousands of words to write 😆

Say goodbye to the traditional job hunt and embrace a new, smarter approach that I've personally used for the last 4 years! 

At least in tech, I think, gone are the days of mind-numbingly long job applications and endless competition. 

Instead, why not harness the power of LinkedIn to highlight your unique skills and expertise? 

By showcasing your work through engaging content, you can illustrate what you do and how your creative and analytical mind operates. 

𝗜𝗺𝗮𝗴𝗶𝗻𝗲 𝘁𝗵𝗶𝘀: 𝘑𝘰𝘣 𝘰𝘱𝘱𝘰𝘳𝘵𝘶𝘯𝘪𝘵𝘪𝘦𝘴 𝘳𝘦𝘢𝘤𝘩𝘪𝘯𝘨 𝘰𝘶𝘵 𝘵𝘰 𝘺𝘰𝘶, 𝘵𝘢𝘪𝘭𝘰𝘳𝘪𝘯𝘨 𝘵𝘩𝘦𝘪𝘳 𝘰𝘧𝘧𝘦𝘳𝘴 𝘵𝘰 𝘧𝘪𝘵 𝘺𝘰𝘶𝘳 𝘥𝘦𝘴𝘪𝘳𝘦𝘴 𝘢𝘯𝘥 𝘢𝘴𝘱𝘪𝘳𝘢𝘵𝘪𝘰𝘯𝘴. 𝘕𝘰 𝘮𝘰𝘳𝘦 𝘴𝘦𝘵𝘵𝘭𝘪𝘯𝘨 𝘧𝘰𝘳 𝘫𝘶𝘴𝘵 𝘢𝘯𝘺 𝘫𝘰𝘣. You can 𝘣𝘦 𝘴𝘦𝘭𝘦𝘤𝘵𝘪𝘷𝘦 𝘢𝘯𝘥 𝘤𝘩𝘰𝘰𝘴𝘦 𝘸𝘩𝘢𝘵 𝘵𝘳𝘶𝘭𝘺 𝘳𝘦𝘴𝘰𝘯𝘢𝘵𝘦𝘴 𝘸𝘪𝘵𝘩 𝘺𝘰𝘶! 

I'm all about the new way! 

It's all about using LinkedIn to showcase our talents, forge connections, and redefine our career journeys. 

When it comes to Account-Based Marketing, your marketing and sales efforts are only as good as the accounts you are targeting.

Choosing the right accounts is half the work.

But how do you identify the cream of the crop among hundreds, or even thousands, of potential accounts?

Keep these key factors in mind:

1️⃣ Biggest Potential for Growth: The first step is to zone in on accounts that show serious growth potential. This involves looking at the entire customer lifecycle, focusing on customer lifetime value (CLV) rather than just the initial sale.

2️⃣ Ideal Customer Profile (ICP) Fit: Not every large account will be right for your offering. Find the companies that are a good ICP fit. That refers to organizations where your value proposition and their pain points align perfectly.

3️⃣ Ability to Service: It doesn't matter if an account has the potential to become a million-dollar client if you can't service them successfully today. Look at your capabilities and resources before jumping the gun.

4️⃣ Brand Boosters: Winning the business of a well-known brand can automatically elevate your market position. They enhance your brand's credibility and may even help attract other big names.

Remember, in ABM, it's quality over quantity. It's not about having the longest list but having the right list.

Now I'm curious - how do you go about selecting your ABM targets? Let's discuss. 👇

About 10 years ago, the average CTR that was considered “good” was .3%. 

These days it hovers around .1%. 

And that’s a huge problem. 

Ask any Paid media expert and they’ll tell you how much more fierce competition has become in certain spaces. At the same time, audiences are ignoring ads at an increasingly higher rate.

Those few tenths of a percentage can translate to tens of thousands of dollars in wasted ad spend.

One solution is to balance out your spend on ad networks with influencer marketing.

While it’s currently lagging behind B2C, the future of influencer marketing in B2B is going to have hockey stick-like growth in the next year or two. 

𝙏𝙬𝙤 𝙨𝙩𝙖𝙩𝙨 𝙗𝙖𝙘𝙠 𝙩𝙝𝙖𝙩 𝙪𝙥:

• ROI for influencer marketing is $𝟲.𝟱𝟬 for each $𝟭 with the top 13% earning $20 or more (Tomoson)
• 𝟱𝟯% of B2B marketers either do not have a strategy or it's not documented. (TopRank Marketing)

So if we make a few leaps in logic: brands are getting 6X ROI and half of them have 0 idea what they’re doing. 

Imagine what’s going to happen when they do.

Has your organization had any success with influencer marketing? 

Share your story below 👇


"ABM is just inviting key executives to a steak dinner." - Said no successful business ever.

B2B marketers have realized the power of Account-Based Marketing. But if you think ABM is just marketing to a few top accounts, I've got news for you - you're just scratching the surface. 

True ABM is an elegant ballet of strategic steps. A dance requiring precision, synchronization, and focus. Let's break down those steps, shall we? 

👊 Step 1: Account Selection
Align with your Sales and Rev Ops team to build a list of targeted accounts. This isn’t a random selection but a thoughtful process considering factors like revenue potential, strategic alignment, cultural fit, etc.

👀 Step 2: Intent Detection
Once accounts are mapped, activate your intent data to catch the accounts showing signs of interest in your solution.

💯 Step 3: Account Scoring
Keep a scorecard. Measure account engagement and score each account based on activity. 

🎭 Step 4: Personalization
Customize your website to resonate with these accounts. VIP experience, anyone?

📈 Step 5: Channel Optimization
Ideate and execute account-specific tactics across channels -  paid ads, direct mails, events, content, landing pages, and media. 

🚀 Step 6: Team Empowerment
Empower your BDRs, AEs, AMs/CSs with insights and context to strip away their fears and boost their confidence.

ABM pulls down the traditional silos between marketing and sales. It brings them together to work towards a common, targeted goal. 

In the grand scheme of things, that steak dinner? It's just an appetizer.

Think the sessions are the heartbeat of conferences? 

Think again.


This week and last week have been packed with top conferences like INBOUND, SaaStr, and Dreamforce. But the real magic doesn't happen on the big stages with the flashy presentations.

It happens in the offstage mingling, side events, and after hours networking where business gets personal. That's where the meaningful connections are made and deals are sealed.

Why? A few reasons:

• In-depth, meaningful conversations beat hasty business card exchanges. Quality over quantity.
• Genuine relationships built on trust drive real partnerships, not just transactions.
• The people first approach creates authentic demand, not just sales pitches.
• Interpersonal bonds forge long-term partnerships that deliver results.

Don't get me wrong, sessions provide fantastic insights and learning. But for the vibrant pulse of productive conferences, look to the offstage events.

It's time to rethink our approach to conferences and maximize those hallway conversations and late night meetups. That's where the magic really happens.

What's the biggest deal you've closed at a side event? Let's hear it below!

The people-first GTM model is still fairly new for people.

It's designed to align revenue teams using seven different People-first go-to-market strategies.

1. Community
2. Event
3. Product
4. Content
5. Customer
6. Member
7. Partner

Each strategic channel is designed to create, capture, and convert demand at different stages of the customer journey.

There are sets of corresponding metrics for each channel that will generate and influence. 

The strategic offers give a business many different ways to create value and build trust with buyers and customers. 

Each offer should be designed ideally through partnership of other people or businesses. 

𝘗𝘢𝘳𝘵𝘯𝘦𝘳𝘴𝘩𝘪𝘱𝘴 𝘢𝘳𝘦 𝘢𝘵 𝘵𝘩𝘦 𝘩𝘦𝘢𝘳𝘵 𝘰𝘧 𝘵𝘩𝘦 𝘮𝘰𝘥𝘦𝘭. 

Each channel and offer type is more effective when doing it with other people and not trying to do it on its own. 

We have rolled out this model now in 7 companies and are already seeing impacts to the bottom line. 

PS: Shoutout to Ortus Draws for taking our flywheel and some a custom illustration. Came out pretty sweet. 


Ever wonder why your webinars aren't getting the traction you hoped for?

Let's change the game with some effective webinar strategies

⬇️

1. Passionate Host: Would you watch a cooking show if the chef wasn't excited about the dish? Your webinar is the same! Passion sells, and your host needs to be genuinely excited about your topic.
   
2. Fewer Slides, More Talk: Overloading slides with data can overwhelm your audience. Try limiting yourself to 10 slides max per webinar. Make each slide count!
   
3. Limit Talk-Time: Keep individual talk-time to 10-15 mins before switching to an interactive mode. This way, you engage listeners and don’t risk losing attention.
   
4. Specificity is everything: According to the Content Marketing Institute, webinars that provide specific examples resonate 45% more effectively with audiences. Use real-life examples to show the relevance of the topic.
   
5. Themed Webinar: Build a narrative around your topic. A themed webinar helps illustrate your point and captures the audience's interest.
   
6. Define Your Audience: Who are your attendees, and why do they care? The more precisely you can answer this, the better your reach will be.

Remember, a successful webinar isn't about data dumping. It's about connecting, educating, and providing value. Keep it dynamic, engaging, and practice until it feels natural.

A successful webinar goes beyond mere information sharing.

It's about creating connections, imparting knowledge, and delivering value. Strive for dynamic and engaging sessions that feel like a natural conversation.

One last note: never stop asking yourself what your attendees love most about your digital events. So long as you stick to that, webinars can continue to be a hugely effective channel.

Have a friend and former co-worker who’s an absolute rockstar and actively looking for her next role.

She’s perfect for any Director OR Senior Manager of BDRs/SDRs roles.

After working with her, I can tell you first hand she’s amazing at leading and coaching a team to drive pipeline and results for a business.

Please DM me directly and I'll put you in touch. 

I've always been a believer of using this platform and the reach that I do have to help others. So, LinkedIn community do your magic and let's help someone who really needs it right now. 

🙏🏻

Believe in your brilliance.
Dare to be outstanding!

No one can do your job better than YOU can. 

While it may seem audacious, adopting this growth mindset can propel your career to new heights. Here's how:

1️⃣ 𝗗𝗲𝘃𝗲𝗹𝗼𝗽 𝗦𝘁𝗲𝗹𝗹𝗮𝗿 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: The ability to articulate, listen, and comprehend effectively are vital. It aids in avoiding misunderstandings and ensuring transparency.

2️⃣ 𝗘𝗺𝗯𝗿𝗮𝗰𝗲 𝗧𝗲𝗮𝗺 𝗗𝘆𝗻𝗮𝗺𝗶𝗰𝘀: Everyone brings something unique to the table. Embrace the different skills, backgrounds, and perspectives to foster a collaborative and innovative environment. 

3️⃣ 𝗔𝗹𝘄𝗮𝘆𝘀 𝗕𝗲 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴: Continuous learning ensures that you remain relevant and competitive. Seek opportunities for mentorship, actively participate in training or workshops, and stay updated with the latest trends in your industry.

4️⃣ 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀: Identifying how your role aligns with the broader business strategy can guide your actions and decision-making process to make a more significant impact.

5️⃣ 𝗣𝗹𝗮𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆: Prioritize your tasks based on the business goals, strategize your actions, and execute effectively.

6️⃣ 𝗢𝘄𝗻 𝗜𝘁: Taking personal responsibility for success and failures fosters accountability and initiative. Remember, you're the leader of your own job!

7️⃣ 𝗦𝗲𝗹𝗳-𝗥𝗲𝗳𝗹𝗲𝗰𝘁 𝗪𝗲𝗲𝗸𝗹𝘆: Self-reflection allows you to evaluate your progress, learn from failures and plan better. 

Embracing this growth mindset and implementing these steps can transform your professional career. Remember, the journey to be the best version of your professional self is ongoing. Let's commit to becoming a little better every day.

What strategies are you implementing to excel in your job?

I’ve bet my career on People-first GTM in B2B and I sleep soundly every single night.

Here’s why:

• 𝗣𝗲𝗼𝗽𝗹𝗲 𝗱𝗲𝗰𝗶𝗱𝗲 𝘁𝗵𝗲 𝘄𝗮𝘆 𝘁𝗵𝗲𝘆 𝗯𝘂𝘆. 𝗡𝗼𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀. 

There’s been a huge shift in who knows what during the buying journey. Buyers aren’t going to hop on a demo just to find out that they can’t afford what you’re selling. They’re not going to talk to sales if they want to know whether your product integrates with their CRM. 

• 𝗣𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲 𝗮𝘁 𝘁𝗵𝗲 𝗰𝗼𝗿𝗲 𝗼𝗳 𝗲𝘃𝗲𝗿𝘆 𝗯𝘂𝘆𝗶𝗻𝗴 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻. 

Our conscious mind is really good at rationalizing. Doesn’t matter whether we’re buying a pair of jeans or a $10K piece of software, we’ll always make up reasons to justify our unconscious decisions. By focusing on who’s doing the actual buying you can be that much better at 

• 𝗣𝗲𝗼𝗽𝗹𝗲 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝘂𝘆 𝘁𝗵𝗶𝗻𝗴𝘀 𝘁𝗵𝗮𝘁 𝗺𝗮𝗸𝗲 𝘁𝗵𝗲𝗶𝗿 𝗹𝗶𝗳𝗲 𝗲𝗮𝘀𝗶𝗲𝗿.

Sales today can never ever be about bullying people to make a decision. If you’ve identified exactly what it is that your product does, how it helps them, and price it at a point that people can get on board with, you don’t have to sell. You just have to help them make up their minds and that means putting people first.

Every organization I’ve been proud to be a part of was people-first (even if we didn’t call it that).

There are too many brands today that treat their audience and customers as data points rather than human beings. 

There is a better way forward and it’s people-first.

Curious to learn how? Check out our 𝘧𝘳𝘦𝘦 workbook. Check it out below. 


Relevance might win the deal now, relationships will win the market later.

Getting your offer in front of the right people at the right time with the right message can land you a deal.

Back in the days, B2B companies would focus on making the best offer and going to markets where they could meet potential clients right when they needed the solution.

However, what if we could build relationships with your target market even before they need your solution? With emerging go-to-market strategies, it's more possible than ever.

Two strategies, in particular, stand out for me:

1. Creator-led Growth
2. Event-led Growth 

Both of these strategies treat the target market as a community instead of potential deals. They cater to the needs and interests of the community even before they are active in the buyer's journey. When the need for a solution arises, guess who they will remember?

Quality, convenience, and budget will always play an integral role in decision making. However, when you build relationships first, you get a competitive edge that is hard to duplicate.

Enduring relationships outlast short-term gains.
It's time we took the attention off of instant gratification and mastered the long game.

Are you ready to play long?

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