SBP 029 - The Evolution of B2B Sales and Marketing, with Brent Adamson The Sleeping Barber - A Business and Marketing Podcast

Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more.

We hope you enjoy the show!
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Our Guest:
Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/
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Literature
Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete

Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales
What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale
Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0
The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355
Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/
Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0
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The Sleeping Barber Podcast:
Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠
Get in touch with our hosts:
Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠
Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠
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Timestamps:

0:50 - Intro to Brent Adamson
3:15 - The evolution of B2B Sales & Marketing 
7:07 - Buyers don’t funnel, the loop
12:00 - There are more decision makers than we think there are
18:35 - A different way to think of buyer enablement
20:50 - MQL -> SQL -> NMP & Content Marketing
27:24 - The role of personalization
29:19 - The more important role of designing an easy experience
26:13 - the damage of over customization
39:05 - Connecting customers through confidence and value  
48:44 - The evolution of the challenger sale to sensemaking
50:50 - With content abundance we need an information strategy to differentiate 
53:20 - How B2B can differentiate today
56:48 - Post Pod with V and Marc

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Where to listen
Apple Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts⁠
Spotify: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify⁠
Google Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast⁠
Youtube: ⁠Sleeping Barber - A Business and Marketing Podcast⁠




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