A New Approach to B2B Tech Sales

Navigating the world of B2B tech sales is no small feat. As a startup founder, marketer, or innovator in the tech space, you might find yourself grappling with questions like:

“How can I effectively navigate long sales cycles and large buying committees?”  

“What strategies can I use to stand out in the digital age?” 

“How can I foster genuine relationships with my customers and provide real value?” 

But here’s the good news: You’re not alone in this journey. As a go-to-market and market development expert with a diverse background in computer science, music, revenue strategy, and marketing, I tackled these questions in Episode 46 of the ‘Interesting B2B Marketers’ podcast, hosted by Steve Goldhaber. 

This episode is a treasure trove of insights, personal stories, and real-world case studies that underscore the importance of understanding customer needs, fostering meaningful dialogues, and building relationships rather than relying on old marketing tactics.


  • B2B technical product sales means navigating lengthy sales cycles, multiple decision-makers, and catering to individualized business needs.
  • Modern businesses must adapt and evolve marketing approaches to stay relevant in an ever-changing digital landscape where buyers have all the information needed without talking to a vendor, to make a purchasing decision.
  • Prioritizing customers’ unique requirements and desires is crucial for long-term business success and differentiation.
  • Engaging and fostering a community can drive brand loyalty, provide valuable feedback, and create brand ambassadors.
  • Brands that infuse authenticity, emotion, and personal touchpoints into their marketing efforts resonate more deeply with consumers.
  • Embracing innovative techniques and platforms can set brands apart in an oversaturated market.
  • Adopting new technologies and methodologies often faces inertia but can be navigated with clear communication and highlighting benefits.

Understanding B2B Tech Sales Complexities

Podcast overview: We start by breaking down the intimidating challenges of tech sales. I discuss the intricacies of navigating sales cycles that span 12 to 24 months and how to deal with large buying committees with multiple stakeholders.

“The deal sizes are often very large, leading to high stakes and the necessity to keep everything on track over an extended period.” This podcast segment emphasizes the importance of a structured approach, patience, and perseverance in B2B technology sales. 

Rethinking Marketing Strategies

I discussed the essential shift from traditional branding to hosting genuine, sales-free events and sparking industry-wide conversations and emphasized the importance of providing valuable information and engaging in self-organizing communities rather than focusing on brand or “comparison marketing” activities. 

For instance, instead of hosting a webinar focusing on your product, consider organizing a panel discussion on a pressing industry issue. This approach positions your company as a thought leader and fosters genuine relationships with your audience. This is a great place to start if you want to stand apart from 99% of your competitors, executing the same old playbook.

Focusing on Customer Needs

A major takeaway from the podcast is you should understand the challenges faced by buying committees and focus on helping them through the process (providing solutions) rather than just giving high-level aspirational messages or too deep product details.

“What the buyers need to know today, want to know today is, can you solve my problem? Period. That’s it.”

I make the strong case that this allows you to directly correlate to the need/problem while providing a different lens for your messaging, positioning, and what you say about the product.

This insight is a game-changer, shifting the focus from a product-centric approach to a customer-centric one. Ask yourself, are you addressing your customer’s needs?

Building Community and Connections

Mark shares the success of ‘The Video Insiders podcast” and a curated LinkedIn group to nurture meaningful relationships, build a sense of community, and provide a direct communications path for a cohort of industry insiders with the highest probability of being buyers of the company product.

Despite only getting 500 downloads in the first seven days of an episode on average, the affinity built with the audience resulted in a 20% shrink in their sales cycle time. This example illustrates community-building’s power and impact on your business metrics. How are you fostering a sense of community with your audience?

Humanizing Marketing

The discussion highlighted the need for empathy and direct communication in marketing. I reflected on my early days in marketing and advised, “Learn the business. Learn your business,” emphasizing the effectiveness of direct communication over constantly seeking growth hacking tricks. This advice is particularly poignant in a world where digital communication often lacks a personal touch. Are you humanizing your marketing efforts?

Breaking from Traditional Marketing

A shared case study showcases the benefits of hiring a journalist with a deep understanding of the ecosystem, resulting in content that resonates with the target audience. This example underlines the importance of crafting content that addresses your audience’s needs and challenges rather than creating content for content’s sake. Are you creating content that truly resonates with your audience?

Overcoming Resistance to New Systems

The conversation includes a story about the challenges encountered when transitioning contacts and notes to Salesforce, highlighting the importance of understanding the team’s culture and perspectives. This anecdote serves as a reminder of the human element involved in implementing new systems and the need for empathy and understanding. Are you considering the human element when implementing new systems?


Adapting and innovating are essential to thriving in the dynamic landscape of B2B tech sales. These insights gained over more than twenty years of building and growing B2B technology markets, I believe will offer any startup founder a fresh perspective on navigating the challenges, rethinking marketing strategies, and building meaningful relationships. 

Are you ready to redefine your approach to B2B tech sales and marketing? Send me a message, I’d love to hear what you are working on to explore how I can help you.

It's time for legendary marketing.

I knew that Mark could help us based on his background and high standing in the video streaming ecosystem, but I was not prepared for the depth of his contribution. Working closely with our marketing and sales leadership, Mark expertly guided us in creating a new category called ‘Video Experience Automation Platform.’ This was a missing component to our previous efforts where we strived to clearly define how what we did was different and, better. As a scientist and technologist, it is rare to find a business and marketing leader with the command of a market and technology, which is why I can recommend Mark highly.

Abdul Rehman image
Abdul Rehman
CEO & Co-Founder, SSIMWAVE

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