When marketing a B2B service, I’ve seen companies take YEARS to get to a stage where they’re in front of the RIGHT market and producing tangible growth results. That’s way too long for any serious biz owner.
So, in this vid, we’re taking you backstage with a full tour of our methodology for going to market for a B2B service.
Live within 3 months. At a world-class level.
… with marketing that creates real growth results that actually appear on your P&L.
I’m uploading the first 15 mins here, and in the comments I’ll add a link to the full video – or the article if you prefer to skim read.
The reason it often takes so long to see results:
😨 They don’t have a tried and tested methodology
🥶 That means a lot of random trial-and-error tactics
At Visionary, our methodology for going to market for a B2B service – or reinventing a current B2B offer – brings it all to life without having to reinvent the wheel.
We don’t have any “special esoteric magic”.
It’s just that we’ve been refining the system with similar companies for years now.
So, we had one of our long-time Visionary partners, Scott Lee – the Founder of legendary design firm “The Unspoken Pitch” – facilitate a conversation with our Director, Sanjay Shah to talk through the methodology.
Be ready, we’re really deep-diving today…
(also including timestamps so you can skim watch):
(0:00) How the methodology is different to what you’ve experienced
(1:30) 1 – Visionary B2B Roadmapping Process
(4:38) 2 – Client Avatar
(8:20) 3a – Strategic video production
(10:19) 3b – Website pages that power the buyer’s journey
(11:33) 3c – B2B-specialised advertising
(14:07) 4 – Best-in-class CRM configuration & monthly insight reporting
(17:10) 5 – Thought Leadership content
(17:52) 6) 4-Month “Proof Of Value”
B2B Marketing Systems need to be so much more than just a simple ad that asks a viewer to book a call.
In most cases, that style of advertising stopped working a couple of years ago now.
So in this era you need to be a lot more strategic about the way you show your cold audience content and then take them through a buyer’s journey to becoming a lead, becoming a prospect for your sales team, becoming a customer, and then even to becoming a raving fan.
And that’s not easy.
So one of the ways that we do this at Visionary is through our 4 layer Theory.
Referencing the diagram, you can see at the top layer there, that’s a cold audience who doesn’t know who you are and then they go all the way down through that buyer’s Journey to the bottom where they’re a raving fans.
So let’s go through each layer in a lot more detail.
This video unpacks the silent erosion of your business by competitors with great content marketing. And, the real cost of inaction.
Your competitors are pulling ahead with THEIR content. You’re losing leads, sales, and long-term clients – because everyone around YOUR business is learning from THEIR content.
If you’re a Director in a competitive B2B market, this is your wake-up call. You’ll intuitively know it’s happening.
The harsh truth? Without a serious content program, your company is bleeding across marketing, sales, and delivery… while competitors win the mindshare of your market.
In the vid, we cover:
🔵 How top content competitors silently dominate lead gen and sales cycles
🔵 How your sales and delivery team is being invisibly undercut daily by smarter content strategies
🔵 The path to building 100+ digital ambassadors that sell for you 24/7
🔵 What it really takes to catch up to the market leaders and build momentum fast
As I talk about the content levers at each level of the business – marketing, sales and delivery – you’ll recognises the invisible forces eroding your business.
The phenomenon of “Dark Social” is well understood and leveraged by experienced B2B marketers. Such a fancy term… But what the hell is it?:
It’s the tangible business growth results that come from running strategic content marketing campaigns, using layers of retargeting to engage the audience.
More specifically – the term “Dark Social” refers to the growth results that are NOT visible by the standard automated marketing exports or “cost per lead” reports you might be used to.
Hence the term “DARK Social”.
But “Dark Social” results are often the most impactful in the business:
Higher value deals. Easier sales cycles. Larger customer values.
Sudden record months that aren’t directly correlated with “cost per lead” or clicks.
So… in this vid I’m teaching you the concept of “Dark Social” and, more importantly, how you can measure it.
Once you are able to measure it, your marketers can start optimising towards it (instead of unconsciously optimising away from it).
That means real growth that actually shows on your P&L.
Not just lots of “leads”, clicks and followers that look good on an automated report but go nowhere.
This video gives you an introduction into Visionary Digital Studios, how we think and how we work.
In this video, we’re breaking down The Visionary Roadmap to digitising your B2B sales process.
Producing strategic videos and digital content & then integrating them into your B2B sales process will make massive impact in your business.
The scale of opportunities and the quality of leads you are attracting will improve significantly.🌊
And, your deals will move through the sales cycle much quicker.🌋
But where the hell do you start with this stuff?
📘This is the methodology we take long-term clients through on their journey towards B2B online mastery (or DM for the white paper if you prefer to read)
Connect with us for the latest ongoing video marketing wisdom:
Most businesses are producing content. But 90%+ of them see no real-world measurable business results like revenue, lifetime value or qualified pipeline. That forces their marketers to use “marketer mental acrobatics” to justify all the activity and effort. And that results in even more confusion.
So, in this vid, we’re giving you some insights on how to think about content marketing. We cover:
🟣 Your content has to give PROFOUND levels of insight, inspiration and information that really moves the needle for the target market you serve.
🟣 Content marketing is a long-term game. So if you don’t have a real way to measure the impact your content is having on REAL business results (revenue, lifetime value, qualified pipeline), it’s a huge invisible time-suck. That’s a real opportunity cost and a compounding problem when your competitors have experienced marketing teams.
🟣 If your content is ChatGPT rubbish, or simple “tips”, you’re just adding to the ignorable noise. You’ll need to get your SMEs involved so they can give real-world advice.
🟣 High Quality content is time-consuming to create. So you must be a master-repurposer to get enough value from each piece
🟣 Most smaller B2B companies will need to use strategic ad spend to amplify the impact of their content and beat larger competitors who dominate the market with larger budgets
🟣 Everyone says they are a “thought leader”. It’s trendy. But the $$$ results produced by your content show you the truth
🟣 Look… you have to really care about the people you serve to educate them effectively. Trying to automate this way too much or getting an unskilled junior to just put “anything” up on the newsfeed is moving your business backwards. Social audiences are very skilled at picking up “content for the sake of it” and ignoring it.
Good content marketing creates measurable results like:
Customer retention improvements
Customer happiness increases
Sales effort decreases
Prospects specifically mention your content
Word of mouth increases
Lucrative partnerships appear
If you’re not experiencing it, it’s a sign your content marketing hasn’t got the right strategy or depth behind it.
When you’re marketing high-ticket B2B services, you need more than a quick proposal; you need a strategic, well-documented roadmap from the very beginning.
At Visionary, we’ve built exactly that: The Visionary B2B Roadmapping Process.
Instead of the typical agency experience, templated proposals, jargon-filled calls, and endless back-and-forth, you’ll walk away with a world-class B2B digital marketing strategy designed specifically for your business.
Here’s what makes the process different:
A clear roadmap with defined bottlenecks and measurable outcomes
A B2B-specific content strategy that cuts through noise and reaches decision makers
Transparent campaign economics that map marketing and sales KPIs to business goals
Flexible project funding options to match your needs and budget
For a $900 engagement, you get clarity, actionable insights, and a chance to experience our expertise before committing to execution. From there, you decide, partner with us, implement in-house, or work with another agency.
This isn’t about guesswork or vanity metrics. It’s about building a practical, data-driven plan that sets your B2B marketing up for measurable success.
📌 Deep dive into “The Visionary B2B Roadmapping Process” here: https://lnkd.in/gKdQQtYK
#B2BMarketing #SalesStrategy #Visionary
One of the most overlooked growth levers in B2B marketing is the Client Avatar (or Persona).
Most marketing projects don’t fail because of design flaws or sloppy execution. They fail because the wrong people are being targeted with diluted messaging.
The Client Avatar isn’t some fluffy marketing exercise—it’s a high-impact tool that ensures every sales and marketing message stays consistent, aligned, and on point across the buyer’s journey. Skipping it or rushing through it creates expensive complications.
Here’s what happens without it:
🔵 Marketing budgets are wasted on prospects who never convert
🔵 Sales teams pitch inconsistent, fragmented messages
🔵 Sales cycles drag on with hesitant, ghosting leads
🔵 Messaging looks identical to competitors, no differentiation at all
At Visionary, we take a very different approach. Before we build campaigns or digital assets, we create an ultra-detailed Client Avatar—20+ pages of deep research into buyer psychology, objections, and decision triggers. We go beyond demographics to uncover:
🔵 The exact words prospects use to describe pain points
🔵 How they experience challenges in their own world
🔵 Why they should trust you over competitors
🔵 What decision triggers will move them forward
When you get this right, everything changes:
Your marketing dollars work harder by speaking to the right people
Sales cycles shorten because prospects feel deeply understood
Your brand becomes magnetic—attracting the buyers you want over and over
📌 See the Visionary Client Avatar in action and download a copy to use as your own template: https://lnkd.in/gudWMnVi
#B2BMarketing #SalesStrategy #ClientAvatar #Visionary
B2B Marketing is often 180 degrees different to traditional marketing to consumers. When you don’t understand the differences, it creates problems that are invisible until 6 months down the road. In this clip, we break down the differences:
🔵 B2B buyers are typically making 5 – 7 figure decisions, so they need much more education before asking them to book a call. Otherwise, sales will struggle to get them on the phone and close.
🔵 B2B buyers are more focused. They’re on social media more to learn, less to be entertained. So the more content you can provide, the better.
🔵 Marketers tend to be obsessed with more leads, at cheaper cost. But in B2B, the highest leverage focus is usually to improve lead quality so sales can actually close deals and bring in real $$$.
🔵 And, when marketing to businesses, usually decisions are made by a committee. So your marketing needs to be focused on inspiring ALL of them – not just one clicker.
If you have lots of leads, but struggle to get them on the phone and convert them to real sales… this is why.
The Client Avatar documents your perfect customers.
It documents their psychology, like their pain points and their desires, the benefits they experience when working with you, why they should trust you, things like that.
And it’s documented very specifically in their words.
So we’ll do the research based on your interactions with those clients.
Perhaps we’ll interview some of your customers, or we can work through your sales notes or your emails, for example, but, Once we have that document that’s written in their words, then we really have a Source of Truth for the rest of your marketing.
So now anyone that works on your marketing produces very consistent content that speaks to the exact type of people that you want to work with.
Once we have that Client Avatar, we can move forward and start producing the rest of your marketing.