A practical guide to sales lead generation for marketing managers, sales leaders, owners & operators of B2B companies.

We wrote this book because there’s an epidemic of imposter syndrome in marketing and sales professionals working in business-to-business (B2B). It was there when we started in B2B marketing 20+ years ago and it’s here today. We felt it at the beginning. And the feeling took years to overcome. You know what it’s like:

• I’m not a chemist. How can I market to our lab customers with any authority?
• I can’t even assemble my Ikea bookshelf without the instructions. How can I sell the value of these sawmills to the pulp and paper industry?
• The last time I tried to operate a skid steer, I was 17, and I almost flipped it. Who’s going to buy one from me when all I can tell them is they won’t flip over?
• I pay someone to change my car’s tires. I’ll never be able to convince Bridgestone our company’s rubber is going to make their molds more durable.

After a lot of trial and error. A lot marketing books and B2B sales podcasts. A lot of long nights looking at digital marketing analytics data. A lot of detailed analyses of competing B2B brands we were freed from our own imposter syndromes. And we built a sales lead generation process that seemed logical and thorough for ourselves. We used it (still do). And it worked (still does). And even though your B2B business is unique, your online marketing challenges aren’t entirely. Getting sales leads is a heck of an ongoing challenge every B2B faces.

Today, imposters unite! This book will help you overcome your imposter syndrome and teach you how to generate more sales leads with a straightforward evergreen sales-lead-generating-strategy.

You’ll come out of this with more valuable, practical knowledge than the people in your B2B industry who look confident, but should actually be frozen solid by their imposter syndrome.

With this book in your hands, you’ll be able to generate more inbound sales leads yourself, generate more with in-house resources, or direct and audit your 3rd party digital marketing agencies better.

Your power will be increased 100X.

The roadmap you used to achieve sales success in the past is in tatters. Your new roadmap has that fresh book smell in your hands. And what good would a map be without a peppering of hidden treasures? A keen eye will listen to this and learn important lessons about:

1. Overcoming imposter syndrome by overcoming your ideas about uniqueness.
2. Communicating with developers and designers.
3. Using AI to build remarkably deep buyer personas.
4. Selling to and working with Creators, Curators, and Conductors.
5. Doing more marketing with fewer staff.
6. Finding creative, engaging, and unique angles to speak to the humans behind B2B - something more like B2BE (the business to business end user)
7. Training and developing sales staff with less effort, a gentle learning curve, and awesome outcomes.
8. Why evergreen is the key B2B.
9. Focusing your energy on selling more B2B products that are behavior changing.
10. Finding and winning specific windows of opportunity when your sales prospect is in an elevated buying mindset.
11. Leaning on your brand story to motivate GenZ and attract marketing and sales talent.
12. The marketing mistakes brands from budding to behemoth make, and positioning yours smarter.

Why listen to us instead of the "influencers"?

1. Everything you’ve read in the last 5 minutes resonates with you.