What Do B2B Marketers Do Now? is an ongoing email. Join the mailing list to be the first to receive these weekly insights!

The world has become more connected – without a doubt. But it’s also noisier and more complex. How do you cut through that noise in this mad world? Are your customers or prospects even hearing your messages or are they going nowhere?

Give this song by Tears for Fears a listen with me as we see what the experts are saying this week. (Yes, I was a fan back in the day – in addition to my hard rock tendencies!)

Selling the upgrade

Have you upgraded your phone lately? I have – and this post from Seth Godin really rang true! Your phone that cost $600 two years ago seems to be free and fully paid for. But the upgrade has a slightly better camera, a faster processor, and looks cooler. According to Seth:

Here’s the question: If you could have chosen between the phone you have now and the phone you want now two years ago, would you have paid $700 more for the newer one?

Most people would not. So why do we upgrade? Software, phones, cars, houses…

It’s because we’re not making that simple choice. Instead, we’re embracing the wisdom of the choice we made years ago at the same time we’re focusing on the glaring defects that status and affiliation relentlessly point out.

They’re not trying to sell you a phone any longer. Or a house. They’re spending all their time selling you an upgrade.

How does this impact your organization? What makes your clients sit and listen so you can sell them on that next ‘upgrade’?

Upgrading TikTok

For better or for worse, TikTok has become a monster in the world of music. The next logical step would be to further ensnare users by launching its own streaming music service which would make it unnecessary to leave the app in order to listen to a full song.

ByteDance, TikTok’s parent company, already has a streaming service called Resso which operates in Brazil, India, and Indonesia. Word now is that ByteDance is negotiating with record companies to expand Resso’s reach, with more than a dozen territories – including the US – on the table.

Given TikTok’s explosive growth and amazing reach, this is too big of an opportunity to let slip. They’ll figure it out. The likes of Spotify, Apple Music, and Amazon Music had better start planning – otherwise, they’ll find themselves running in circles trying to deal with this massive new competitor.

Do you have any huge competitors that have entered your market? Or perhaps barriers to entry are high enough to provide some defense?

Upgrade your sales & marketing skills!

Breadcrumbs.io ran a kick-ass event recently – Hot Takes Live had 30 top SaaS leaders dishing out hot takes and harsh truths on product-led growth, RevOps, marketing, and sales. Blunt, in-your-face, and engaging – what a great event! And I was happy to be part of it!

Check out the replay here.

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat