Newsletter | April 26, 2023

04.26.23 -- Building Trusted Partnerships

  In This Issue:  



During economic uncertainty, are you building trusted partnerships?


What B2B solution providers can do when facing economic uncertainty has been a common theme for us over the past year. How long will we continue to address it? I’m uncertain!


Experience in weathering economic downturns offers tried and true models for what sellers can do to not only survive, but thrive, during times when buyers are being more careful with their spending. One common characteristic among those that thrive is a focus on building trust with their prospects and customers.


Those in the thrive category do several things!


1.They support their marketing communications with more resources. This fills the information gaps left by the many B2B solution providers who cut back on what they see as frivolous spending.


2. They produce more early buyer’s journey content. When buyers are more careful in making purchasing decisions, they spend more time in the early stages of the buyer’s journey, consuming content that helps them understand current issues, establish business objectives, and set strategies to weather the economic storm.


3. They influence upline. When the economy is down, purchasing decisions go up. Thrivers create more content that is relevant for issues business leaders care about and their sales teams are prepared to have meaningful upline conversations.


This edition of our newsletter contains great advice on what B2B solution providers can do to thrive during economic uncertainty: properly resource marketing communications, develop relevant thought leadership content, and create value propositions oriented on solving problems buyers care about. 


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- Perry

Perry Rearick

Chief Editor | Follow Your Buyer


Exclusive Content From Follow Your Buyer
Marketing Through Economic Uncertainty

The Commerce Department recently announced that the United States economy has contracted for two consecutive quarters this year, 1.6% and .9% respectively. This data, coupled with an inflation rate of 9.1%, an increase in nominal consumer spending by 8%, and a lower-than-average unemployment rate of 3.6% has economists suffering from whiplash.

B2B Thought Leadership Content Is More Important Than Ever

The 2022 LinkedIn-Edelman B2B Thought Leadership Impact Report was released in December. It is the 5th annual study and I believe it is one of the most important reports for B2B companies and their marketing and sales leadership. I recently spoke to Kate Cooper, Executive Vice President and Midwest Market Lead in Edelman’s Business Marketing practice and she shared some key take aways from the report. 

What Makes A Great Value Proposition? And How Do You Create One?

A value proposition is a bridge in the mind of your customer to show them how a need they have can be achieved and giving them a reason to buy from you.

When The Economy Is Down, Decisions Go Up!

I’ve lost count of how many months we’ve been anticipating a recession and many economists still feel it is imminent, although maybe not as severe as we once thought. And that’s sufficiently vague to keep business leaders nervous enough to be more personally involved in spending decisions.