If you want more customers to buy your product or service, you need to build trust with them first. Trust that you won’t let them down, that you will deliver the outcomes expected, and that they won’t regret their decision for choosing your company.
Companies that are focussed on ‘selling the meeting’ don’t build trust. In an effort to look for the ‘needle in the haystack’ that’s willing to buy from you now, their hungry SDR team churn and burn the market. Ever downloaded an eBook and had a sales team call you non-stop for the next few months?
Doesn’t build a great deal of trust does it?
(We go deep into the problems with ‘selling the meeting’, the Predictable Revenue modelling and why it’s hurting your business in pt.1 of our mini-series).
But how do you build trust? Is it through content? Events? Ads?
We have a system that you can use to consistently build trust with your prospective buyers, which is a key part of your revenue engine.
Today we are sharing step 2 of our framework to create complete end-to-end organizational alignment. This is the solution to start driving a much more efficient acquisition system.
Step 2 is all about building relationships with your target customers and getting them to buy from you.
Tune in and learn:
+ Why trust is essential to your revenue engine
+ The 4 components to building trust
+ How to accelerate the trust building process
If you're struggling to hit targets and are feeling the pain of churning and burning the market, make sure you check out this mini-series where we detail our 5-step framework.
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00:00 Unveiling the Ultimate Business Growth Engine
02:00 The Power of Targeted Marketing: Setting Up for Success
04:40 Building Bridges of Trust: The 5 Stages of Awareness
08:10 Real-Life Example: How Content Drives Purchasing Decisions
11:30 Next-Level Content: Making Lives Better Beyond Your Product
14:00 The Secret Recipe for Overcoming Objections
17:10 Distribution Tactics: Getting Your Message to the Right People
20:20 One-to-One Interactions: The Art of Personalized Selling
23:40 Shortening Sales Cycles: The Power of Education
26:30 The Future of B2B Sales: Mega Deal Room Tactics Revealed
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👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-generation-course
S06 E146 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
#b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing
(soft music) If you need to start generating revenue from your marketing, check out our demand generation course, the B2B incubator. It is built for in-house B2B marketers who need to build their demand gen engine for the first time, or to supercharge their existing one. In the course over 12 weeks, we give you everything that you need to create a demand generation program that drives revenue. Now that includes the strategy, the templates and the tools. We also keep you accountable with live Q&A sessions to make sure you keep on track and have every question answered. The program is designed for in-house marketing teams with limited time and budget. We've had B2B marketing managers, CMOs, marketers in demand gen roles, content leads, growth marketers, marketing consultants and more all go through this program and then all now executing the demand generation strategy that they created in this program. Some are now even contributing as much as 80% of the pipeline to their business after applying the principles from the program. So if you're stuck on the activity hamster wheel and you're ready to be a more effective marketer that contributes to the business, next time you take that first sip of coffee in the morning, head to the B2B incubator.com. Apply now, there's only 10 spots available per cohort. The B2B incubator.com applications are now open for our next cohort, check it out. Okay, back to the show. (upbeat music) (upbeat music) - Hello and welcome to the B2B Playbook Podcast. Each week we discuss strategies and tactics to help B2B businesses grow online. - We're your host, Kevin and George, a couple of digital marketing professionals. We've waited through the noise and made the mistakes so you don't have to. - The B2B world has changed and you need to put your customers at the heart of your marketing. - We'll cover how you can use our framework, the five Bs, to create a brand that customers are ready to buy from, love and advocate for. - We'll get insights from successful people in the industry and cover the latest trends to keep you on the cutting edge of the B2B world. - If you're interested in B2B marketing strategies and tactics that work, then this podcast is for you. - Subscribe to get the latest from the B2B Playbook first. - Remember, successful B2B marketing starts with the buyer. (upbeat music) - Welcome back to the B2B Playbook. Today, we are continuing our mini series on how to create an end-to-end business growth engine to drive better commercial outcomes. In particular, we're sharing the second part of our shared framework, which is all about how to build relationships of trust, overcome objections and make people want to buy from you with helpful content and permission-based creative. We'll also be covering how to get this key information in front of your target customers so you can build relationships with them and make them want to buy from you. Again, we're doing this in partnership with a good friend of the podcast, Adam Manderevich from Disruptor, as a seven times ex-head of sales. Adam fills any gaps that we may have in our framework from a sales point of view. Adam, last episode, we laid down the first part of our shared framework, which is all about how to set yourself up for success by defining your next best market and deeply understanding them, cataloging them and prioritizing them. Why was it so important for us to cover off that first step in the framework before we get into this next step today? - Firstly, George, thanks for having me back. And yeah, the reason that's so vitally important is without actually covering off on those steps and defining what is going to actually educate more of the market, mixed or coupled with your known objections from your previous close lost or even your next best customers by defining your current best customers. And then being able to catalog the market, you don't actually have the recipe for success. Now, we should also discuss the fact that at that point in time, you should also be able to determine what the annual contract value is of the deal. Because if you don't do that, you don't actually know if it's actually commercially viable for you and your business to actually take on that additional work. So say it's got to go through credit, it's got to go through legal. Will it even align at customer success with their expectations of a communication plan? These are the types of things that we would like to do to bed down nice and early, just to make sure you've got that recipe for success, but also so it makes commercial sense for you to do business with that business. - So what you're saying is we're really starting with the end in mind, and that's where so many marketers and so many sales people really go wrong is we have this target list of customers, but we haven't even done the work to really understand, are they going to be a good fit for our business? As you said, will they pass credit and legal? Will they have success using our product or service? And so by figuring all of that out first and then using that to then form our target list, we're going to make life much easier. We're going to be a lot more efficient in our marketing and in the sales interactions that come off the back of it, which is going to lead to a much more efficient acquisition system. Is that fair to say? - Yeah, let's just call out the fact that how we got here is by broken modeling from sales that grows. So we would know that traditionally marketing and sales are measured on a hypothetical target of how many of these do we need to hit this hypothetical target of meetings, to get this conversion rate, to get this many deals. With only operating that way, you're going to have a certain amount of people to hit those certain amount of conversations or touch points to be able to determine whether those are the right fits. Whereas mine and your combined process, it really looks at how could we do that, but better in a more efficient market to align you for organizational success. - Makes a lot of sense. And okay, so listeners and viewers, if you haven't already, go back and listen to episode one. And if you do and you work throughout step one in our joint framework, what you're going to have a key understanding of is who your next best targets are, who the key members are of the buying committee in those targets that you need to get in front of. So who's involved in the decision-making process? What we need to say to them to make them prioritize that problem that you solve? What key objections they're going to have and how we can overcome them? What educational content you're going to need to create to develop a relationship of trust with that person, with that company you want to sign as a customer? And really ultimately, Adam, it's all about how do we build that bridge of trust? So someone moves from a target prospect to a target customer. And so apologies, but if you're watching, this is my very poor attempt at drawing a river. That's what's separating our target prospect from becoming a customer. And the bridge that we need to build, which is really what we're showing you how to do in this episode, that's what you need to work out how to do, which is what's going to build that trust and get into prioritized that problem. So they're led to the logical conclusion that this is a problem worth fixing because we all have competing priorities, but this is their problem worth fixing. And your company is the perfect solution for them, the perfect people to do that. So as per usual, we've got, I think, three or four steps to go through to do this. We'd like to break it down nice and simple, Adam. And I want to kick off by introducing step one and feel free to jump in at any time, Adam. But step one is really where we love to start, which is creating content to cover what's called the five stages of awareness. So the five stages of awareness is one of my and our favorite frameworks because it very closely maps what a typical buying journey is for a B2B business. What it has is it really takes people from being unaware that they even have a problem that your business can help them with to being led all the way to the logical conclusion that you're the perfect fit for them. But people don't just go from beginning to end straightaway. Instead, they take a path to get there. And it's not as linear as this looks and people bounce around between different stages. But these are generally the five stages. And I just want to walk through very quickly what they are. So unaware is this first stage here. And that is where potential customers are not even aware that they have a problem or a need that your product or service can address. So they're typically very large in size and they're the least aware of what you do. Problem aware, it's here that customers realize that they have a problem but are exploring really what it means for them and their business. They may not really know the solutions available. Solution aware is where customers are exploring different solutions to their problem, but they may not be familiar with your specific product or service. Next stage is then product aware, which is where they're now comparing your product or service to the competition with other things that are on the market to see how you stack up. And then finally, most aware, which is customers really are on the brink of making that purchasing decision and they need that final nudge to get there. Now, just a quick example as to how someone might move through those five stages of awareness, Adam, before we jumped on this call, I shared that the example I was going to give was actually when I recently purchased cybersecurity insurance from a company and you asked if that was because of a story that you shared and I promise it wasn't because of that. - I see, so I'm in a defined category with the demand right now. - Yeah, that's right. That's exactly right. And look, just to take you through these kind of five stages of awareness and how they mapped to content, I didn't realize that I needed cybersecurity. Pretty foolish of me considering I was an ex-lawyer, Adam, but look, I didn't realize small business owner, you have so many competing priorities. I think I thought about it at one stage, but it just got put on the back burner. Then one day my business partner, Kevin, set me an article in our Slack group and it was of a business that was really similar to ours that had been hacked. And this article spoke about all the horrible things that happened to this business because they got hacked. Their customers' passwords were released, their platforms were hacked, it really damaged their business reputation and I thought, oh man, this is a big problem. Like I can see that happening to us. So that then shifted me into this problem aware stage where I was like, okay, this is clearly a problem I need to explore, but what does it really mean? And this article and other articles around it that kind of kept finding me, I think they were targeting me, Adam, really delved into these are the potential negative consequences if you don't get cybersecurity insurance. And bottom line, it was like everything that I've been working for up to this point can go like that, like in an instant and something that feels completely out of my control. So then all of a sudden that then shifted me into the solution aware stage. So what are the different solutions to fixing this problem? I could look at shoring up things at our backend, should we invest in safer ways to store our passwords, what insurance solutions are out there for us to compare and contrast and we really started exploring what that was. Which then ultimately led us to product aware, where we were comparing the original people who introduced us to the first article that was from an insurance company. We were comparing their products to others on the market to see how they stacked up and then most aware, which was when we were really on the edge of purchasing and we needed that final trigger for us. We had it on a calendar is something to deal with within that bump and we just had to make a decision. And we ended up going with actually Adam the company that introduced us to the article in the first place because it seems like they understood our needs the most. So hopefully that's a good example of what that five stages of awareness looks like and really how this company very expertly crafted content to each of those five stages. Do you have any thoughts on that Adam or that experience that I went through? - Not directly, but I think that it's always adds value of someone else shares you the content, like a third party validation. So the fact that Kevin showed you, hey, we should do this, already gave more credibility to that being the solution before you're aware. - Yeah, that's such a fantastic point. That's such a fantastic point. And that's why it really makes sense for companies to commit to these content programs, to map their content to each stage of awareness because when you do that consistently, then you become a trusted source. And that's when you start infiltrating what people call dark social, right? Those places that you can't track and when people start referring you on and you have trusted sources sharing your information with other potential buyers. And that's where stuff gets really powerful. Moving on to step two, this is where you should really create content that makes dream customers lives better without them even using your product or service. Now, this is next level stuff, but your goal should really be to try and make your target audiences, your target customers life better even without them using your product or service. And that builds a ton of trust. It's just like real life. You build relationships with people by helping them out when they're in times of need. They then go to trust you because you're there for them. It's no different here. And we actually had a company join our program that was largely sales driven. And sales are doing a lot of heavy outbound work and they came through our program to really create a marketing asset that showed their audience that, hey, we actually really understand you and your unique problems. We clearly get you and then the logical conclusion is, and by the way, we've got a great solution to help you fix those problems. So Adam, they were in workforce management. So if you have a construction project going on, there's heaps of trade workers you're trying to manage. It's a huge nightmare doing it. Their platform really helped people manage their time and just make that whole process a lot easier. And what they ended up doing was really nailing down who their best customers were, which they found were electrical contractors and they created, the construction is hard podcast, where they had some subject matter experts who have been there and done it. They understand all the problems that these contractors have. They understand all the problems around workforce management. And they varied directly in their episodes, called out the pains, spoke about them, twisted the knife and then talked about helpful ways to go and address that. And that wasn't always tied back to their product. But eventually things did come back to their product because it was an obvious conclusion of the topic that they were talking about. And so that's some kind of next level stuff that we think people should be looking at. Step three, Adam, is where I really wanna get you to come in here, which is also when you should create content that overcomes any objections and addresses any concerns or opportunities when you first catalog the market. Would you mind giving us an overview again on what, just to refresh on what cataloging the market is and then how we can use that to create what you call permission-based content. Sorry to interrupt guys, but if you need to start generating revenue from your marketing, check out our demand generation course, the B2B incubator. It is built for in-house B2B marketers who need to build their demand-gen engine for the first time or to supercharge their existing one. In the course, over 12 weeks, we give you everything that you need to create a demand generation program that drives revenue. Now that includes the strategy, the templates and the tools. We also keep you accountable with live Q&A sessions to make sure you keep on track and have every question answered. The program is designed for in-house marketing teams with limited time and budget. We've had B2B marketing managers, CMOs, marketers in demand-gen roles, content leads, growth marketers, marketing consultants and more all go through this program and then all now executing the demand generation strategy that they created in this program. Some are now even contributing as much as 80% of the pipeline to their business after applying the principles from the program. So if you're stuck on the activity hamster wheel and you're ready to be a more effective market that contributes to the business, next time you take that first sip of coffee in the morning, head to the B2B incubator.com. Apply now, there's only 10 spots available per cohort. The B2B incubator.com applications are now open for our next cohort. Check it out. Okay, back to the show. - Yeah, firstly, George, be able to have the recipe to overcome the objections. You really need to have spoken to, crazy, hey, spoken to your existing customers. With questions around why did you leave us? Why did you actually buy from us? Was there anything else that you were too afraid to tell us at the time? As well as your clothes lost, why didn't you buy from us? What could have we done better to have a different outcome? Right, 'cause that's gonna give you your live objections for a considerable amount of your defined ICP. Right, so once you've done that, then you know from the educational content that should meet most of your ideal customer profiles. You've got a pretty good idea of these live objections. That together is your recipe for success. With that, you'd also do things like catalog the markets, who they're currently with, what they like about it, what they don't like about it, what they're possibly paying, if they are willing to even disclose that with you. The further you get into that process and acting as if you're an account manager for an account you don't have yet, the more information that you can gather, then you can say things like, George, would it be okay if I give you a call back in four weeks, just to make sure if anything's changed? Would it be also be okay if I send you my contact details just on the off chance that you want to see what some of this may look like, even though you're happy with who you're with right now. Now that, all combined, tells you when they're going to go to market, what that needs to look like, do you need to build out a full business case, doesn't need to be more of a formal proposal, could you build creative to enhance or define that problem for them and solve it? All of those things are basically given in that recipe for success, that's why it's vitally important. That then gives you the recipe for how you can do things like permission based creative, which if you have cataloged the market, you've already got permission to go back to them, which is one element of that. But the other component of that, which I guess you and I probably haven't spoken about a whole lot on any of the podcasts that we've done, is permission based creative came about by creating that element of demand marketing content with a delivery mechanism. So that would look something like this. If you operated in an ecosystem that didn't allow you to do all of those recipes for success that we just discussed, you might still have to be burning in the phone. But let's say you've built some type of content that's going to smack it out of the park for that organization. So then you would then be able to call in and go, "Hey George, I know you don't have time to talk to me right now." But we've found XYZ with companies just like you, would it be okay that we show you, after viewing it, you make a decision if you'd like to continue the conversation. If you've already done the cataloging in the market and you've got the recipe for success and you've got permission to go back, you won't need to use that little introduction. But if you haven't, then you would be able to use that element of permission based creative, which is similar to where yourselves come at, what demand marketing should be via push adverts, but we're just using a different mechanism for delivery if that makes sense. - Yeah, yeah, absolutely. And we'll get into that in step four, which is really when we talk about distribution. - Yeah, yeah. - Because the beautiful thing is, if you've done these steps, we know what to say to these accounts. We know how to make them prioritize the problem. If you've gone and cataloged the market and you actually understand even on an account level what's important to them and how to make a business case, we can then use that in our next step when it comes to distribution. But Adam and I have spoken in part one of this mini series all about how you need to do your win loss analysis, talk to your best billers, talk to people that left you, and they're all going to help inform what these common objections are, what the great opportunities are for your business, why you're such a great fit for these particular companies that you've worked with and for these ones that you're now trying to win over. So you've got that recipe for success and you can get hyper-personalized, especially for the accounts that are really going to probably be a bigger win for your company on this one-to-one level by going back and leveraging this permission-based creative, which we're going to get into now. Step four, all that distribution. We know what we've got to say to people, Adam, how do we get it in front of people? There's really, when we think about distribution, which is just a fancy word for saying like, how do we get our stuff from front of people's eyeballs? Like we know that we need to get in front of people's eyes for them to read it, to watch it, to consume it, to convince them of something. Distribution is just how do we get that in front of them? There's one to many, which is when we're the one company and we're trying to reach many people at one time. Obviously, things can't be quite as personalized there, but because we've already done some good targeting in the first step, we still have a very good idea as to what the problem is that people have, what the solution is that we're selling and how it helps them, and the buying journey and generally what that looks like, and we map that out instead. One with the five stages of awareness. Then it just becomes about how do we get that in front of people on a one to many basis? That's where things like paid advertising come in. I don't care if you're using LinkedIn ads, billboards, organic social, YouTube, forums, whatever it is. It's literally where do your dream customers, where are your target customers hanging out online and offline? And how do you get your stuff in front of them? That's really what it's all about. That's what a one to many basis is about. Then there's the one to few, which is, it can be a little bit more personalized because we're not speaking to quite as many people as the one to many. And that's typically where you have webinars and events, where you're talking to groups of people, but they gathered around in over probably a slightly more specific ICP or slightly more specific problem, and you can tailor things even further. And that's where things like webinars and events come in. People that have followed my content for maybe four years and more would know that when I talk about few, I was talking about commercial access. So who was the gatekeeper for a group, an association, an offline group, where you could also have a pretty solid offering to in multiples of those people in one place. And that could also be applied with George's example here of his awesome artwork. - Yep, great, great one. That's been written hard coded on the whiteboard. That's awesome, thank you Adam. Okay, so now one to one. This is where we're talking to people on a one-to-one basis. And that's when you're looking at things like emailing and calling and texting. And look, Adam is the specialist here with his permission-based creative approach. He's been the salesperson, I'm not the salesperson, so I don't do as many with one-to-one interactions. Adam, can you take it from here, please, for one-to-one? - Yeah, so as we said earlier, George, this is where you would have those two options in front of you. Hopefully you'd have the two options either way, but let's just say that you have come from an organization that allows you to do all of that research by speaking to your previous best customers and even the previous worst customers, the ones that didn't buy from you, is their known objections. You've also cataloged to you, believe from that to be your next best customers. You've cataloged the market, things like what they like, what they don't, what they're paying, when they're gonna go to tender, what that recipe for success looks like. So with that, you would know how to educate the market. You would also know in the live objections. That tells you what's likely gonna push the needle for them. Then you would look, okay, so how do I apply that? That would either be on channels like LinkedIn, cold call, email. Some people are now doing business deals in Twitter DMs. Other people are now doing that in pushing a sequence from LinkedIn, call email into WhatsApp direct message. However, if you weren't in an organization that allowed you to build that recipe for success, as we discussed earlier, you may still have some educational content that you wanna show them or something of value, where you can then still call ahead, where in that case it's gonna be a pretty much a cold call, where you don't know anything about them, other than what your research tells you, but you would ask them for permission, would it be okay to show you this because we believe this and this? Then you can ask them. It's also worth noting that having a higher strike rate for whichever path of those two options that you choose, how you bring that to the right channel or have the right conversation is also equally important. Tony JQ's talked about this in combo prospecting in 2017, where he could already see a combination of LinkedIn follow, LinkedIn message, cold call, email, other channels, was the best way of going about it, and I couldn't agree more. - Okay, so there's a bit of a recipe then as to what channels we should use, and when is that fair to say? - Okay, so hang on. There's probably a portion here that we haven't covered, George. So within some of the data analytics of how you're targeting some of these customers, you may also know or do an extra layer of where are they more active on other channels so that you can better prioritize your time in terms of where you have those conversations while you're running down your list, if that makes sense. So many years ago, obviously phone ready leads came out with a way that where they could do data cleansing and they could segment the list into who was gonna answer the phone so you could follow the process we've just described. However, for the people that don't or aren't phone ready or non-responsive, you still need to be able to have the conversation with them on the right channel, which is where things came in to be able to check. Are they LinkedIn active? Do they LinkedIn post? Are they active on Twitter? Do they respond on these other channels? And how would you bring them back to having a live conversation? - That's a great point there. And probably something we could add in at the beginning to targeting right 'cause then this comes all the way to making your distribution even more efficient. And it's a great call out to try and get that channel validation done before because it's just gonna make what you're doing even more efficient so you're not wasting people's time doing that calling, doing that LinkedIn messaging, if they're not on those platforms or if they don't pick up calls. And then Adam, you said then because we have the recipe for success, we can call and speak to those accounts and basically parrot back to the biggest account level problem because we already know that. And then because we know our solution and we have some details around their business already, we can actually make a business case and do a bit of financial modeling to make it a complete no-brainer in their mind. Is that correct? - Yeah, so that's a really good point, George. Sorry, I should have touched on that and that actually got the cogs turning on this portion of how I can answer that. If you follow these combined processes where you can do it from already having cataloged the market or you just know the non-objections, educational content, you're using a permission base to get to those people on the right channel, that content should be doing much of the heavy lifting to get them further into their process of knowing that you're the right fit for it to solve their problem, right? Whereas a lot of traditional sales methodologies basically say no, sales should only be hard selling, getting them to the meeting 'cause that's how they're measured. What we're talking about here is getting them way further into their decision-making process, if not to the point where yes, we can use this solution, but as you said above there, part of that content would also be financial modeling of why this contract makes sense for it to be a mutual fit as well as a business case of what it gets them, how it's gonna get them there and what that looks like and how it even fits a customer success, which a lot of the traditional sales methodologies don't get into any of that and they don't even understand what those things are because they've only been taught, how can I manipulate this person to get them to the meeting because that's how we're incentivized? - That's a great point. So we're trying to deliver that information really as early as possible and in our like one to many and one to few interactions too. What people I think forget about this process is, ideally by the time you reach this one to one person, they're actually the same person that was here in that one to few interaction and they might have attended your webinar or whatever it is and they're actually the same person who has been exposed to your YouTube videos, to your advertising, to your organic social, whatever it is that it might be. So by the time we come to have that one to one interaction, we've already built so much trust and we've got so much more of that information out there which then makes it easier I think Adam for when we have those one to one conversations around business case solving biggest account level problems that makes them just be like, okay, you guys are a complete no brainer for us. - Yeah, and the other repercussion of getting this right or the consequence of however you wanna look at it is what you're gonna do, whether that's in SMB or even at enterprise level, you're going to considerably shorten your sales cycle because you're speaking to more of the market, educating more of the market and getting them further into their decision making process so they have a much better understanding of why you are the best fit for them and it's mutually beneficial as opposed to just burning the 97% of the market which is what most sales lead organizations do and then that's why it takes so long for them to strike gold within the percentage of the 3% that are ready to buy. - Exactly, and the earlier you do this, the sooner you will reap the rewards from it, we are purely demand generation led business and people who join our program. Some of them will tell us they've been following us for two years and I have had no idea who they are. Some of them will tell us they've been following us for one month, but their need triggered like a lot faster because there's something that happened in the business and we're getting better at understanding our target audiences objections and getting all this content in front of them so we can agitate that problem more and get them to that faster. But you're absolutely right Adam, like our sales cycle is so much shorter or the perceived sales cycle is so much shorter because we're getting all the information in front of them. Okay, now we know how to build relationships of trust. We're trying to get companies to prioritise that problem that we solve and we're showing them that we're the best suited people to help them to do it. We've shown you how to do it on a one to many, one to few and one to one basis to really make it a complete no-brainer that you guys are the perfect solution for this company and they should prioritise that problem. What's coming up next? Next, we're going to show you how to guarantee that you're gonna close the deal by using tactics normally applied to mega deal rooms. Now, I don't know a whole lot about this one but Adam's had a lot of experience in this and so I'm very, very excited to get into this next week. So make sure you subscribe and follow so you don't miss the next part in this little mini series on building your business growth engine. Okay, again, make sure you subscribe and follow and thank you so much for joining us. As always, we're so grateful that more and more of you join and tune in every week if we can ask one thing it would be to please pass the show into someone who you think would get value from it. Check it out on YouTube. We've got a ton of drawings on our whiteboard that are gonna help illustrate these concepts even further. Please pass on again to someone who you think would benefit from it. It's a huge help to ask the future listener reviewer and we really appreciate it. Thank you listeners and viewers for your time and thank you Adam so much again for your time. - Thanks, George. Thanks for having me. I love our combined process. Exciting where it's gonna go. Stay tuned for next week. - Cheers. - A quick note before you go listeners, you can find more great content and get in touch with us at theb2bplaybook.com. - Be sure to subscribe to this podcast and our newsletter while you're there to get the latest news tips and resources from our playbook. - We'll be back the same day and same time with another episode next week. - Thanks for tuning in to the B2B Playbook. Remember, Successful B2B marketing starts with a buyer. (upbeat music) (upbeat music)
