What Makes Our Thinking Different?
Our 4 Convictions
- Buyer Activities Vendors Can’t Measure
- What Gets You On The Buyer Shortlist
- What Earns Buyer Confidence
- The Difference Culture Makes
Introduction
What follows is how we think about B2B marketing. The convictions we state are drawn from how B2B buyers actually research, evaluate, and select vendors. Today, buyers have access to more information than ever, and less patience for marketing that wastes their time.
Working through the major shifts in marketing over nearly thirty years, and studying what separates companies that last from those that simply compete, has led me to one consistent observation:
The companies that built something genuinely hard to replicate did not do it by following tech platforms or fine-tuning tactics. They did it by deciding what they believed about their buyers, and then organizing relentlessly around that belief.
The convictions we present on this page are born from what we have witnessed, experienced, built and researched. They are the foundation everything we do is built on, and how we advise every client we work with.
B2B Marketing, Simplified
We think B2B marketing has become far more complicated than it needs to be.
Right now, the noise is about AI. There’s AI search, AI visibility, AI content and AI agents, and every week brings a new tactic and a new expert saying companies are already behind. Before that, it was social media, marketing automation and content. Each wave adds more to do, and very little ever gets taken away.
Many business leaders feel it. They’re doing more marketing than ever, and they’re less sure which parts are working.
We believe the answer isn’t adding more. It’s doing fewer things, and focusing on the ones that actually affect how buyers choose businesses like yours.
That’s what B2B Marketing, Simplified means to us.
Buyer Confidence Gets You On The Shortlist
The certainty a buyer forms about your company across multiple touchpoints is what puts you on their shortlist.
Proof of Credibility Earns Buyer Confidence
Buyers are looking for proof that you are credible. That you are safe enough to shortlist.
Buyer Confidence As Culture
We believe B2B companies that make earning buyer confidence part of their culture will produce results that marketing alone cannot.
The B2B Dark Funnel is Real and impactful
It is where buyers form opinions on which vendors to shortlist, before vendors know they are even being evaluated.
