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.
Most CEOs and Directors have been burned by marketing agencies once or twice. Wasted spend, poor leads, no real growth. But the truth is: most agency owners care deeply about their clients.
So in this vid I explain the main 4 problems that create 80%+ of issues in your partnerships with B2B marketing agencies.
I break down:
🔵 Why measuring “leads” and “cost per lead” are invisibly killing your growth
🔵 How to align incentives with your agency
🔵 How to make sure your agency can work independently without so much input from you
🔵 How your can stop being the bottleneck in content creation
🔵 The communication shifts that separates failed campaigns from scalable deal flow
If you’ve lost trust in marketing agencies before, this will give you the clarity and framework to finally build a partnership that drives measurable business growth.
👉 Learn more B2B growth in our Free “Binge Learn Video Library”: https://visionarydigitalstudios.com/visionary-binge-learning/
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Before you start any advertising program, it’s so damn important to have a clearly documented set of campaign KPIs that map to the financial goals of the business. At Visionary, we call these KPIs “Campaign Economics”. In this video we break down the most professional way to measure a B2B growth campaign, and take you through a step by step example of the metrics.
Why is this vid so important?
Because… When you’re running marketing programs to attract 5 – 7 figure clients, your campaign decisions should be made based on clear reporting data that maps to Business Goals.
But instead, marketers tend to optimise their campaigns towards more: “leads”, clicks, “#1 0n Go0gLe”, impressions and followers…
None of which tell you whether your marketing is actually impacting your P&L, right?
Here’s the problem: B2B marketing is much more complex than standard B2C advertising.
In B2B companies:
– Sales cycles are long
– ROI is long term
– The real value isn’t in the first sale—it’s in the lifetime value of the client
– The buyer’s journey is [unfortunately] way more than just: click, click, Buuyyyy!
So, you’ll need to track the right metrics, so that marketing & sales are incentivised to attract optimal customers into the business.
Here are the metrics that will make a difference. If you track them in real-time, the entire business improves because everyone works together towards unified KPIs:
🔵 Target New Customers – How many actual customers do we need to hit our revenue goal? Not “leads”. Not “MQLs”. Signed Customers
🔵 Initial Deal Value – If your best customers are a $100K deal, but marketing is unconsciously optimising for easier $5K deals, you’re misallocating budget. Measuring “Initial Deal Value” forces your marketers to focus on the right audience
🔵 Customer Lifetime Value – For B2B companies, MOST of the revenue comes in AFTER the first deal is signed, from customers that stay with you for years. This is the most significant marketing opportunity in many B2B companies. But if you’re not measuring it, chances are your marketers aren’t improving it
🔵 Qualified Deals Close Rate – Are we generating high-quality pipeline? Are the sales team achieving their targets?
🔵 Cost per QUALIFIED Deal – NOT “cost per lead.” Keep your measurements to “Qualified Deals” – that forces your marketing team to attract the right opportunities for an acceptable price.
It’s a simple fix with a business-defining impact.
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.
The way you measure your marketing shapes the business growth results that you get. If you’re optimising for the wrong metrics, you create compounding damage by attracting the wrong prospects and customers to the business.
But when you’re measuring the right metrics, you naturally optimise towards the strategies that are creating real business growth results.
So, in this video, we talk you through an example of how you should measure your B2B growth program, step by step.
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:
Here’s a great example of a Visionary Live-Action Video used to power a B2B growth campaign for our client, Consilo. Of course it looks awesome! But there is so much more strategically happening below the surface of this video. Here are some things to notice as you watch:
🔵 The message is crystal clear. That’s because we didn’t just put the cast on the spot on the day and accept whatever they happened to say on the day. Instead, we strategically planned the message and “coached” the right content from them
🔵 At the same time, you’ll notice the performances are very authentic and natural. That’s because we didn’t have them reading off a teleprompter. We interviewed them before the day, noted their authentic thoughts. and prepared a video concept for them to reference before the shoot
🔵 The video story is produced in 4 distinct chapters, including 2 sections performed by customers. That then allows us to cut the video into 4 standalone shorter videos. So now we have a “campaign full” of high-quality video content, including 2 customer testimonials that can be turned into case studies on the website. That powers the whole campaign, making the video shoot a no-brainer in terms of value for money
🔵 The first scene is performed by Consilo’s key salesperson. He is also the “hero character” throughout the narrative. That ensures when prospects get to the first sales call, they have been seeing him regularly on their newsfeed, so they know, like and trust him already
🔵 All the little in-between clips (“B-Roll”) of Consilo’s team, projects and office were also delivered as professional images that could then be re-purposed across the website and marketing materials
One video like this becomes a campaign full of world-class content that conveys Consilo as the market leader in their industry
One of the most powerful tools in your online B2B sales system is your CRM. But with so many options available, the real challenge is choosing the right one and making it work for your business.
A well-implemented CRM does more than just store data. It helps you:
– Educate your prospects with the right content
– Inspire them with timely insights
– Nurture leads at every stage of the customer lifecycle
– Align sales and marketing for consistent growth
When used strategically, your CRM becomes the central engine of your online B2B sales system, driving better engagement, higher conversions, and long-term customer success.
If you’re building a scalable sales strategy, this video will help you understand how to make the most of tools like HubSpot, Pipedrive, Salesforce, or Zoho, and why leveraging them fully is a game-changer for B2B businesses.
If you’re selling high-ticket items online, a Thankyou video is a very important part of optimising your marketing funnels.
Whenever a lead from the internet signs into one of our marketing funnels to speak to our sales team at Visionary Digital Studios, they are directed to this ‘Thankyou Video’.
The video immediately tells the lead what to expect next, and dramatically increases the likelihood that they will actually attend the sales call.
But the Thankyou Video does so much more:
– It introduces your main salesperson and positions them as an authority
– It conveys the professionalism of your business, increasing sales conversion rates
– Finally, it reduces the sales cycle by directing the audience to more content, so they can educate themselves BEFORE speaking to your sales team.
If you’re selling high-ticket items online, the “Thankyou Video” is a very important part of optimising your advertising process. See more examples here: