In complex B2B, the customer does not exist. What exists is a network of people — engineers, buyers, managers, and users — each with different incentives, and most companies still market to all of them with the same generic message. In this episode of DigiChem Dialogues, host Jay Bhatia sits down with Jörg-Holger Krause, Manager of Sales Excellence at SABIC, for a conversation built on nearly five decades of experience across Hüls, Evonik, DSM, and SABIC, spanning Germany, France, Saudi Arabia, and the UK. Jörg makes the case for what he calls Sniper Marketing — Refined Accounts-Based Marketing — a precision approach to B2B selling that replaces the shotgun method of mass campaigns with targeted, stakeholder-specific value messaging. He walks through the three types of buying influencers every complex account contains, how value mapping works across an entire industry value chain using a real example from plastics packaging, why sales and marketing should operate as one unified function rather than two competing departments, and where AI genuinely helps precision selling versus where it just creates more noise. Key topics covered: Why the idea of a single "customer persona" breaks down in complex B2B accounts, and what to replace it with. The three buying influencers in every deal — economic, technical, and user — and why each one needs a completely different message. How to map value creation across an entire industry value chain, using a real-world example from plastics packaging. Why "smarketing" — sales and marketing operating as one team rather than two silos — produces better results than either function working alone. How AI is already changing both marketing content production and sales enablement, and what to watch out for as adoption accelerates. A practical first step for any commercial or marketing leader looking to apply this approach starting this week. Whether you sell chemicals, plastics, industrial materials, or any complex B2B product with multiple decision-makers in the room, this conversation will change the way you think about who you're actually selling to. Show Notes / Guest Bio: Jörg-Holger Krause is Manager of Sales Excellence at SABIC and has spent nearly five decades in chemical sales and marketing across Hüls (now part of Evonik), DSM, and SABIC, working across Germany, France, Saudi Arabia, and the UK. He has led sales excellence programs, launched early digital commerce and e-shop tools in the plastics industry, and developed the Refined Accounts-Based Marketing methodology used by commercial teams to win complex, multi-stakeholder B2B accounts. He is the developer of ValueWe, a value-mapping workflow tool built in partnership with Double Loop. Jay Bhatia is the Founder and CEO of Agilis and host of DigiChem Dialogues — a monthly series bringing together senior commercial and digital leaders in the chemical industry.
