BarkB2B

Use the 𝐛𝐨𝐰𝐭𝐢𝐞 𝐟𝐮𝐧𝐧𝐞𝐥 to track the customer journey after the contract is signed and find opportunities to grow revenue.

By looking at each stage after conversion, you can spot where you’re losing customers, whether at slow onboarding or at retention, and find out what's stopping satisfied customers from becoming advocates.

The Bowtie Funnel was popularized in the B2B world by Winning by Design, a global B2B revenue consulting and training company. They based their model on the belief that 𝐭𝐡𝐞 𝐬𝐚𝐥𝐞 𝐢𝐬 𝐭𝐡𝐞 𝐦𝐢𝐝𝐩𝐨𝐢𝐧𝐭 𝐨𝐟 𝐭𝐡𝐞 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐣𝐨𝐮𝐫𝐧𝐞𝐲, not the end.

So, your goal should always be to see what happens after the sale, and where you can create more value and revenue from existing clients.

#𝐁𝐨𝐰𝐭𝐢𝐞𝐅𝐮𝐧𝐧𝐞𝐥 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐐𝐚𝐦𝐨𝐨𝐬

Category creation is just seeing a subtle pain point and making it actionable.

It starts with a simple observation. Your customers are trying to solve a problem, but they don't have the words for it yet.

Take HubSpot for example. In 2006, marketers felt that interruptive ads were losing impact. They wanted a way to attract customers naturally, without pushing messages at them. HubSpot noticed this and turned it into a methodology: 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠. Then, they reframed their existing products around it, and just like that, they owned the conversation.

It’s a simple task. Think: “𝘞𝘩𝘢𝘵 𝘱𝘳𝘰𝘣𝘭𝘦𝘮 𝘢𝘳𝘦 𝘮𝘺 𝘤𝘭𝘪𝘦𝘯𝘵𝘴 𝘵𝘳𝘺𝘪𝘯𝘨 𝘵𝘰 𝘴𝘰𝘭𝘷𝘦 𝘣𝘶𝘵 𝘴𝘵𝘳𝘶𝘨𝘨𝘭𝘪𝘯𝘨 𝘵𝘰 𝘯𝘢𝘮𝘦?” Name it. Teach it. Show how your product/service solves it.

Whoever names the problem usually owns the category.

The average B2B deal now has 𝟐𝟐 𝐩𝐞𝐨𝐩𝐥𝐞 𝐰𝐡𝐨 𝐜𝐚𝐧 𝐤𝐢𝐥𝐥 𝐢𝐭. And Forrester's 2026 data says so: 𝟏𝟑 𝐢𝐧𝐭𝐞𝐫𝐧𝐚𝐥 𝐬𝐭𝐚𝐤𝐞𝐡𝐨𝐥𝐝𝐞𝐫𝐬 and 𝟗 𝐞𝐱𝐭𝐞𝐫𝐧𝐚𝐥 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬 on the typical purchase.

The usual takeaway is "buying groups are getting bigger, so cast a wider net." We'd argue the opposite.

The bigger the group, the more your message has to say one thing every function can agree on. Inside that group of 22, finance is asking about cost, operations about disruption, IT about integration, and the end user just wants their day to get easier. Try to answer all of them at once, and you answer none of them well. Complexity in the room calls for simplicity in the message, not more of it.

𝐈𝐟 𝐲𝐨𝐮'𝐫𝐞 𝐫𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐥𝐞 𝐟𝐨𝐫 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐭𝐡𝐚𝐭 𝐧𝐞𝐱𝐭 𝐁𝟐𝐁 𝐝𝐞𝐚𝐥, 𝐡𝐞𝐫𝐞 𝐢𝐬 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐝𝐨:

• Find your champion. Someone in there already wants to buy. Arm that one person instead of chasing all 22.
• Give them one line they can forward. If they can't explain your value in a sentence to their CFO, it's too complicated. Rewrite it.
• Build a one-pager per objection. Cost, disruption, integration, ease of use. One clean answer each, ready to drop into the right conversation.
• Cut, don't add. Count the claims in your next campaign, then halve them. What survives is what the committee can agree on.

#𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐌𝐚𝐤𝐢𝐧𝐠𝐔𝐧𝐢𝐭 #𝐃𝐌𝐔 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐐𝐚𝐦𝐨𝐨𝐬 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁

Over the years and across different projects, we’ve learned that the clearer you are about who you’re 𝐧𝐨𝐭 built for, the easier it becomes to attract the clients you can serve best. And we know that firsthand.

We built this agency around a clear conviction—that family-owned and small-to-mid B2B businesses are underserved by generalist agencies, and that focused expertise is exactly what 𝘮𝘰𝘷𝘦𝘴 𝘵𝘩𝘦 𝘯𝘦𝘦𝘥𝘭𝘦 for them.

But, more importantly, we also know who isn’t the right fit.

𝐖𝐞'𝐯𝐞 𝐝𝐞𝐥𝐢𝐛𝐞𝐫𝐚𝐭𝐞𝐥𝐲 𝐝𝐞𝐟𝐢𝐧𝐞𝐝 𝐨𝐮𝐫 𝐚𝐧𝐭𝐢-𝐩𝐞𝐫𝐬𝐨𝐧𝐚: the large enterprise client. Not for lack of capability, but because that environment demands a fundamentally different operating model than one of a boutique firm's, e.g., larger teams, compressed production cycles, multi-tiered approvals, and a degree of operational overhead we've chosen not to build. That's a 𝘤𝘰𝘯𝘴𝘪𝘥𝘦𝘳𝘦𝘥 𝘵𝘳𝘢𝘥𝘦-𝘰𝘧𝘧, 𝐧𝐨𝐭 𝐚 𝐥𝐢𝐦𝐢𝐭𝐚𝐭𝐢𝐨𝐧.

#𝐀𝐧𝐭𝐢𝐏𝐞𝐫𝐬𝐨𝐧𝐚 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐐𝐚𝐦𝐨𝐨𝐬

Instead of chasing rankings on just Google, or just AI, or just YouTube, or just Reddit, make it your new strategy to optimize for all of these channels at once. This is called 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐯𝐞𝐫𝐲𝐰𝐡𝐞𝐫𝐞 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧, a term coined by marketer Ashley Liddell in 2021.⁣
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Start by defining which platforms your buyers use at each stage of their journey. Then match your content to each platform and stage. Once this is running, track what's working on every platform: Engagement, watch time, scroll depth, reviews.⁣
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The goal is to show up with the right content, on the right platform, at the right moment in your buyer's decision.⁣
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#𝐒𝐞𝐚𝐫𝐜𝐡𝐄𝐯𝐞𝐫𝐲𝐰𝐡𝐞𝐫𝐞𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐐𝐚𝐦𝐨𝐨𝐬 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁

When buyers face too many or too-similar options, their mental energy drains faster. The way choices are presented matters as much as how many there are.

The fix is thoughtful design:
⮕Adapt to preference: Adapt to how your buyer decides, written, verbal, or visual.
⮕Curate, don’t dump: Share only the most relevant 2–3 options, not everything you offer.
⮕Guide the choice: Add context, recommend a direction, and make trade-offs clear.

Put yourself in their shoes; after a day of back-to-back meetings, they don’t need more choices. They need someone to help them choose.

#𝐐𝐚𝐦𝐨𝐨𝐬 #𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐅𝐚𝐭𝐢𝐠𝐮𝐞 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝐮𝐲𝐞𝐫𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 #𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐃𝐞𝐬𝐢𝐠𝐧

One like doesn't carry much value, even from a CTO. We all mindlessly tap things while scrolling at 11 pm.

But when three people from the same company engage with your post? That's a conversation happening internally that you weren't invited to. It means someone shared your content on WhatsApp, or maybe even in a board meeting. This is the kind of engagement that shows intent.

So stop walking into stakeholder meetings saying, "a director liked our post yesterday." Say “three individuals from a target account engaged this month."

To overcome MENA's status quo bias, Lean Technologies focused on reducing the risk of switching to open banking in a heavily regulated market.

They earned trust first by proving their compliance through the SAMA sandbox. Then they made adoption easier with fast integration. They backed it up with real customer results, and as customers like Tamara تمارا and Tabby shared their experience, other fintech companies gained confidence in the platform.

Just six years after launching, Lean became the first company to receive Saudi Arabia's Major Payment Institution license for Open Banking.

𝐘𝐨𝐮𝐫 𝐭𝐮𝐫𝐧 𝐭𝐨 𝐦𝐚𝐤𝐞 𝐚 𝐛𝐫𝐞𝐚𝐤𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐢𝐧 𝐌𝐄𝐍𝐀: Build trust first, make adoption easy, prove ROI with real results, and let your early customers become your advocates.

#𝐒𝐭𝐚𝐭𝐮𝐬𝐐𝐮𝐨𝐁𝐢𝐚𝐬 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐐𝐚𝐦𝐨𝐨𝐬

We used to say: "Sell the benefits, not the features."
Now, more than ever: "𝗦𝗲𝗹𝗹 𝘁𝗵𝗲 𝗼𝘂𝘁𝗰𝗼𝗺𝗲, 𝗻𝗼𝘁 𝘁𝗵𝗲 𝗔𝗜."

Gartner found that roughly 𝟵𝟱% 𝗼𝗳 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗱 𝗮𝘀 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀 𝗶𝗻 𝟮𝟬𝟮𝟱–𝟮𝟬𝟮𝟲 𝗮𝗿𝗲𝗻'𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗮𝗴𝗲𝗻𝘁𝘀. Buyers know this, and their skepticism doesn't stop at fake agents. It affects every vendor leading with AI buzzwords including the legitimate ones. So even if your product is genuinely agentic, "agentic AI system" is working against you.

Replace "AI-powered" with performance metrics and case studies, which build more trust than any AI claim right now.

#𝗔𝗴𝗲𝗻𝘁𝗪𝗮𝘀𝗵𝗶𝗻𝗴 #𝗕𝟮𝗕𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 #𝗕𝗮𝗿𝗸𝗕𝟮𝗕 #𝗔𝗜𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 #𝗤𝗮𝗺𝗼𝗼𝘀

If you're already 𝐋𝐋𝐌 𝐬𝐞𝐞𝐝𝐢𝐧𝐠, here's the most practical way right now to check if your strategy is working.

Using Google Search Console, compare your direct traffic from the last six months with your organic traffic. If direct traffic is up and organic traffic is down, it's a strong indication (not proof, but a real signal) that your LLM seeding is starting to pay off.

#𝐋𝐋𝐌𝐒𝐞𝐞𝐝𝐢𝐧𝐠 #𝐁𝟐𝐁𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 #𝐁𝐚𝐫𝐤𝐁𝟐𝐁 #𝐀𝐈𝐒𝐞𝐚𝐫𝐜𝐡 #𝐐𝐚𝐦𝐨𝐨𝐬