Market the problem,
become the only obvious solution.
Marketing for B2B founders that creates demand for their solution to a unique and complex problem.
Do you solve a unique and complex B2B problem but…
You don’t know how to create content that attracts qualified inbound sales calls?
You get leads that end up ghosting you after calls saying, "let me talk it over with my team?"
Buyers don't understand how valuable your solution is?
If any one of these apply, you're in the right place.
Most B2B companies face the same problems…
They struggle to attract qualified sales calls with the intention of buying. To get ‘leads’ that actually end up buying, the marketing costs are too high. The sales cycles are extremely long and the LTV too low. Getting ghosted on sales calls is a common occurence.
The problem is that buyers see your product or service as an Interchangeable Nice-To-Have, not an Irreplaceable Need-To-Have.
And if you continue with the current strategy, things will never change.
Rekorded solves this problem. We use a proven process to extract your POV on the unique problem you solve, package it into content & ads, and make the problem highly visible. Because when you own the problem in the buyer's mind, you become the only obvious solution.
The result?
Qualified inbound booked calls with buyers that suffer from the problem you solve, demanding your service at the price you decide and as soon as possible.
There are 3 reasons why most B2B marketing fails in 2024…
Point of Failure 1: Marketing the benefits (The Benefit Trap)
Conventional marketing tells us to market the benefits. But benefits are a Nice-To-Have. There are a million services a decision maker could buy for generic benefits. She only has the time to consider what’s most urgent and important: the few major problems the company is currently facing that can't go unsolved. That's why a solution to a problem is a Need-To-Have. And when we make one of those problems highly visible, claim the problem, and name it - we become the only obvious solution for it.
Point of Failure 2: Inviting a comparison (The Better Trap)
Most attempt to show they are incrementally better, faster, easier-to-use than others. But when seen from the eyes of a modern digital buyer, suffering from Choice Overload, bombarded with all of the same promises - all this tells them is that you are completely Interchangeable with all the others in your category. And when you are perceived as the same as 20 others, the first thing buyers compare is the price. Good luck in your race to the bottom and getting ghosted on sales calls.
Point of Failure 3: Not using founder as center of marketing
The founder understands the problem and the person that suffers from it better than anyone else. Their POV on this problem is what creates net new demand for the solution. But when marketing is outsourced and executed without this POV, the result is product and brand promotion - something buyers don’t care about until they first understand the massive problem that it solves.
How Content Extraction & Packaging (E&P)
produces key outcomes:
When the founder is the center of marketing, you can market the problem.
By using a Content E&P process that extracts the founder's POV on the problem and packages it into content, you can market the problem effectively and at scale.
When you market the problem, you become the solution.
By naming, claiming, and evangelizing the unique problem that you solve, buyers automatically assume that you understand the problem and needed solution more than anyone. When they can't see any way around the problem, they book calls with you and demand the solution ASAP.
-> Outcomes: Qualified inbound calls and shortened sales cycles
When you become the solution, you have little to no competition.
When you become the only obvious solution, buyers aren’t comparing you to other options. The buyers that would be ghosting you have nowhere else to turn to. Your position as the category leader is secured.
-> Outcomes: Increased close rate and secured position as category leader
When you have little to no competition, you charge what you want.
When price is no longer the main way to consider who to buy from, you are able to educate on how to value your solution based on the outcomes that you produce.
-> Outcomes: Increased lifetime value and profitability
The 3 Stage Process
Stage 1: Clarify the problem
In order to position your company as the solution to the problem, you must develop a clear POV on the problem. Together, we will identify what needs to be said about the problem in the following categories (aka Information Gaps):
→ The pains the problem causes
→ How solving the problem unlocks valuable outcomes
→ How it shows up in their entire business
→ The negative costs of leaving the problem unsolved
→ The ways others fail to solve the problem
→ Proof you’ve solved the problem for customers
→ Why they need you to be able to solve it
Stage 2: Extract the POV & package the content (aka Content Extraction & Packaging)
Using questions based on our Information Gap Map, we will interview you on recorded video calls to extract your POV on the problem and solution. With the recorded video footage, we will edit and package it into:
1) short form video and written content (for Linkedin + Thought leadership ads)
2) long-form video and written content (for newsletter, landing page, and/or website)
Stage 3: Market the problem
The content will then be published, promoted, and shared.
1) The short-form content will be published on the founder's personal Linkedin account.
2) This content will also be promoted through Linkedin thought leadership ads, targeting the ICP.
3) The long-form content will be shared in all sales conversations.
Only when all the important Information Gaps are filled about the problem in the buyers' mind will they book a call.
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FAQ
How much time does it require from the founder?
The founder is most involved in the first 2 months (Stage 1), typically 5 - 8 hours each month. After the foundation is built, the time required to do Stages 2 and 3 is about 2 - 4 hours a month.
How long does it take to see results?
Clients have received inbound booked calls as soon as the second month of marketing the problem (Stage 3). This will also depend on the complexity of the problem, how few are attempting to solve the problem, audience size, etc. Because of our outcome-based pricing, it's in both of our best interests to get results as soon as possible.
When you create Linkedin video content from the recorded video interview, do you also do the copywriting?
Yes, the text that goes above the video when posted will be ghostwritten by Dylan, using all the ideas and words of the founder in the video. Most of the content will be video content, but there are also only-text posts that will be ghostwritten for conversion. These ghostwritten posts capture the POV of the founder so well that, to quote a client, it sounded like Dylan "understood the problem even better" than they did.