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Season 06, Episode 02

Don’t Attack Your Buyer’s Castle: Get Yourself An Invitation To Go Inside

Featuring: Jay Baer, Marketing and customer experience expert, author, keynote speaker and founder of Convince & Convert

Buyers feel like they are under attack from marketers’ constant emails and messaging, so they’re essentially digging a moat for protection. They’re unsubscribing, deleting and ignoring anything that isn’t radically relevant to them. One of the things we have learned from history is that you cannot siege a moated castle head-on. Under difficult marketing circumstances, you do not take castles by force. All castles can be entered with a drawbridge. Instead of trying to force your way into the castle, try earning the attention of your buyer to actually get invited inside.

In this episode, co-hosts Klaudia Tirico and Kelly Lindenau play back Baer’s insightful and memorable keynote speech at B2BMX in Scottsdale, where he explained the three drawbridges to gain buyer trust.


B2B Marketing Exchange Podcast

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The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.

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