The B2B Content Show
The B2B Content Show is a weekly show from EventShark where Jake Clare and Ding Zheng sit down with marketers, founders, and business leaders to talk content strategy, LinkedIn, video production, and event marketing.
New episodes every week 🎧
The B2B Content Show
The Real Reason You’re Not Selling (& how to fix it)
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62% of buyers stay with a worse solution and it has nothing to do with price.
Drew Giovannoli joins Jake and Ding on Episode 3 to break down how buyers actually make decisions. He's the Chief Product Marketer at Buried Wins, a win-loss research agency where he's done 1,000+ buyer interviews helping B2B revenue teams understand why they're really losing winnable deals.
In this episode they talk about why buyers don't switch vendors, what actually closes deals for technical buyers, and what a $50K distribution-first content campaign looks like in practice.
They also get into:
- How case studies help buyers make a decision
- What buyers expect from a sales rep
- How to distribute a research report
- Why price isn't the main reason vendors lose deals
- What win-loss interviews tell you that data can't
If you're in sales or marketing and keep losing deals, tune in to learn how buyers are really thinking when they say no.
#b2bmarketing #salesstrategy #contentmarketing #marketingstrategy
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Timestamps:
00:38 Intro + guest Drew Giovannoli
01:38 Buyer Truth report overview
02:00 Why buyers stick with worse vendors
03:43 Sales reps and locus of control
04:17 Only 15% of sellers show up prepared
04:52 Why ungated content builds more trust
05:20 What "prepared" actually looks like to buyers
06:21 Shaping buyer perception vs. competitors
07:00 Buyer Truth as a piece of B2B content
07:41 Buyer Truth campaign distribution strategy
09:13 Full $50k campaign cost breakdown
10:43 Optimizing podcast clips for social
12:12 Using AI to backdoor better hooks
13:10 What makes a good research question
14:24 Stat quiz #1: AI mandate
15:46 AI mandate = more vendor switching
16:07 AI doesn't mean cheaper
17:28 Stat quiz #2: competitor research
18:31 Stat quiz #3: who picked the cheapest software
19:33 Why buyers pay more
20:14 Buyer enablement story: Ding at Yelp
21:26 Case studies for technical buyers
22:13 Product trials as the top trust builder
23:30 Takeaways from Drew interview
24:48 Budgeting for distribution
25:49 Why technical buyers are the hardest to sell to
26:35 What makes a good case study
27:13 SPIN framework applied to case studies
30:38 Lead with the problem, not the solution
31:34 Hero's journey framework for case studies
32:00 Word of the week: Sprezzatura
34:00 Outro