SBP 029: The Evolution of B2B Sales and Marketing, with Brent Adamson

Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more. We hope you enjoy the show! ____________ Our Guest: Follow Brent Adamson: ____________ Literature Traditional B2B Sales and Marketing Are Becoming Obsolete ( - Sensemaking for Sales ( - What Is the Challenger Sale? An Overview of the Challenger Sales Model ( - Brent Adamson | Mini Keynote - YouTube - The Challenger Sale: Taking Control of the Customer Conversation - Q&A with Brent Adamson: Thought leadership for better buying decisions ( - Brent Adamson | Mini Keynote - ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠⁠⁠⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠⁠⁠⁠⁠ Vassilis Douros: ⁠⁠⁠⁠⁠ ___________ Timestamps: 0:50 - Intro to Brent Adamson 3:15 - The evolution of B2B Sales & Marketing  7:07 - Buyers don’t funnel, the loop 12:00 - There are more decision makers than we think there are 18:35 - A different way to think of buyer enablement 20:50 - MQL -> SQL -> NMP & Content Marketing 27:24 - The role of personalization 29:19 - The more important role of designing an easy experience 26:13 - the damage of over customization 39:05 - Connecting customers through confidence and value   48:44 - The evolution of the challenger sale to sensemaking 50:50 - With content abundance we need an information strategy to differentiate  53:20 - How B2B can differentiate today 56:48 - Post Pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts⁠ Spotify: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify⁠ Google Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast⁠ Youtube: ⁠Sleeping Barber - A Business and Marketing Podcast⁠

Om Podcasten

Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros. The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes. In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.