Transcription
The success of the marketing and sales of B2B business is in these three words. Okay, I call it the [संगीत] ARC. This is for anyone in a B2B business. I am going to break this down.
The success of the marketing and sales of B2B business is in these three words: ARC. First, Access. How do I create? How do I get access to the decision-maker? Second is Relationship. No matter who says what, I genuinely believe B2B today has become an environment of how good my personal rapport and relationship is with that person. Third, Credibility. Now, what I mean is, when I am building that relationship, from what persona does the person see me? Does the person see me as a vendor, as a partner, as a thought leader?
As what? What I would suggest to someone like you is to build a community of these decision-makers. So, who in the audience? Who in the industry? What designation are people typically? Are they senior vice presidents or CMOs? Okay.
So, let's say now, if let's say you have to curate an experience, there are two things that you can do. Okay, because I am helping a couple of clients do this. So, one of our clients' target audience is CMOs. They want to build relationships with top CMOs in the country. What he is building, and what we are helping him build, is an event where CMOs will be invited. And it's an education-cum-connection event.
Now, for him, the idea is, out of 100, there are top 20. The top 20 will get stage time where he will do panel discussions, fireside chats with them. The rest 80 will get access to this event, and it's by invite only. So, exclusivity and novelty. Now, for 100 to show up, an invitation to go to 150 or people are busy. But what something like this will do for him is it will make him the face. It establishes huge credibility. These people then want to build relationships. So, getting access is not a challenge.
So, for someone like you as an organization, you have to do something very exclusive. An event is one idea. Another idea is to build a community of CMOs. Your marketing has to be moving in that direction, beyond the traditional stuff.
To interact, do you think the place which I am in, to you being in Bangalore, you know, things are a lot easier than done? So, I'll tell you what, your place cannot need not be your limitation because you can execute. The execution of this can happen in any part. It can happen in Mumbai, it can happen in Bangalore, it can happen in Delhi, it can happen anywhere.
All I am saying is, now start looking at how do you establish thought leadership. Because B2B sales, so is one thing which is your team is doing. But we are moving towards an era where thought leadership is very important. Which means by building a community, by curating a conference, by curating all this, you are becoming thought leaders.