Newsletter | January 26, 2022

01.26.22 -- If you're not transforming, you're...?

  In This Issue:  



A search for antonyms of the word transformation reveals some unflattering mental images: withering, degeneration, worsening, degradation, fading and perishing. Can you imagine a business leader introducing a new strategy for B2B sales called digital regression


The term transformation has reached buzzword popularity in B2B marketing and sales circles, and a brief consideration of alternative expressions explains why. However, sometimes we too freely and haphazardly throw transformation around and its meaning is lost in its overuse.


I have a great appreciation for the value of continuous improvement: if I'm not becoming better, I'm becoming worse. I recently spoke with Kathleen Glass, an expert in transforming B2B marketing and sales teams to keep pace with buyers. She is a personal model for how we can all benefit from the philosophy of continuous improvement. In the feature article of our newsletter, Kathleen shares her thoughts on the traits and skills needed by B2B salespeople to be successful today, and they have certainly evolved. And there is much more! 


What do you think modern B2B salespeople need to have for success?


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Thanks for reading - Perry

Perry Rearick

Chief Editor | Follow Your Buyer


Exclusive Content From Follow Your Buyer
Are You Transforming? Your Buyers Are!

Transformation has earned buzzword status in modern B2B marketing and sales vernacular. B2B organizations are undergoing digital transformation, sales transformation, business transformation, and perhaps a few others too. But what’s behind the buzz? Buyers!

The Engagement Engine: An Exercise For Content Marketing Success

A framework to fueling sustained growth by linking marketing with market opportunity via long-term, strategic thinking.

B2B Storytelling

B2B content material comes in many forms and storytelling is one that we often get wrong. Its time to make it better!

Humanize Your Marketing With Buyer Personas

Remember, we’re all people first. Bring that mindset to your content marketing strategy and you will create meaningful, lasting relationships with your customers.

  B2B Marketing Around The Web  
Empathy: The Most Underrated Sales Skill & How To Build It

Of course, empathy has never been a bad thing. Over a decade ago, Harvard Business Review wrote that empathy was one of the most critical ingredients for a successful salesperson. It is finally getting the attention it deserves from sales leaders.

In our new uncertain normal, there’s one constant that everyone can agree on, empathy is good!



Listening is a fundamental requirement for salespeople, but how does one become a good listener? Practice! The smart folks at Skills You Need believe that listening is a skill that can be acquired, developed, and practiced and they put together a guide for becoming a better active listener. Active Listening | SkillsYouNeed