Winning the Challenger Sale #84: Activating Authenticity to Engage Stronger Social Sellers
Aug 22, 2023
Evan Patterson, a marketing consultant who got his start in online gaming communities, dives into the essence of authentic social selling. He explores how genuine connections can boost B2B SaaS marketing and emphasizes the importance of creating equitable work environments. Evan critiques performative allyship in business, advocating for meaningful actions instead. He also discusses the challenges of social selling and stresses the importance of human creativity in marketing, warning against relying solely on AI tools.
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Build Pipeline Through Real Relationships
- Use referrals, partnerships, and real relationships instead of rigid sequences to build pipeline.
- Befriend complementary professionals and turn those channels into steady referral sources.
Social Media Speeds Adoption For New Products
- B2B SaaS often treats social media as unprofessional despite its power to reach audiences quickly.
- Evan compares Henry Ford's need to sell an entire lifestyle to today's need to explain novel tech.
Take Care Of People Outside Work
- Prioritize employee wellbeing with competitive pay and meaningful DEI, not just optics.
- Take care of people off the clock so they can focus fully while on the clock.
