Column Five

We're kicking off the new year with PR king John Onoda of iQ 360®. Tune in for our full chat on navigating crises, storytelling through influencers, and more. https://bit.ly/4gITjOc

It's our last episode of Best Story Wins for the year, and it's a banger. Find out how Drue Stinnett of HubSpot works with her agile team to make big moves across the board >>> https://bit.ly/49Jn12N.

I’ve been told I’m a great yapper. Seriously, such an honor to join Joshua Ritchie and Jason Lankow to talk all things B2B content marketing. Thanks for having me!

A new episode of Best Story Wins just dropped, featuring Drue Stinnett of HubSpot:

We've learned A LOT since launching our Best Story Wins podcast. C5 cofounder Joshua Ritchie is sharing our biggest takeaways, but there's one that stands out most: We simply wish we'd started sooner. So, if you've had a big idea bouncing around in your brain, take this as a sign to pull the trigger. There's only one way to know if it's gonna work.

Episode 55 of Best Story Wins ft Lindsey Slaby of Sunday Dinner is now live!

With the current AI hype, it seems like a lot of us creative folks forgot about one of the cardinal rules of great branding (esp brand messaging): focus on value not features. (Or, maybe it's that many of us lost some internal arguments with the C-Suite or the board on just how much to emphasize AI...) If I had to wager, I’d say it was more the latter. And it makes sense - over the last several years most tech companies have found themselves in something of an AI arms race, and many are feeling the pressure to tout their innovation, front and center. The issue, however, is that the fundamentals of building and shaping a great brand–in customers minds–has not changed. Sure, customers care whether your products are “powered by AI,” whether you have the most innovative tech, or if you have the fastest or the fanciest or the coolest whatever it is that you’re selling. But, however, they only care about this only insofar as you’ve earned the right to share this with them. The timeless and always successful approach of delighting people, and showing them that you understand what they’re going through, and having something that can help them before you inform them of how your product works still applies, whether you’re selling them sugar water or high tech. And while pushing AI as a brand-level feature may seem like the right move, it’s probably not all that intriguing to the people you’re trying to sell to. Think about what you want your customer to feel, and build that story with them. And then, talk to them about your tech. TLDR, value > features; delight and then inform.

You want to convince a B2B buying committee to go with your solution? These are the eight questions you need to answer to win your pitch: 1. Who are the stakeholders on the committee? 2. What department are they in (e.g., marketing, IT, sales)? 3. What internal challenges are they facing? 4. Who influences their decisions? 5. Who has the final decision-making power? 6. What are their individual and collective goals? 7. What metrics do they use to determine success? 8. What objections might they have? If you can answer these, you have the cheat code to tailor your pitch to each individual's goals, needs, and objections—and close the deal in a lot less time. Get more tips on selling in B2B >>> https://bit.ly/41qu7XB _________________ 👋 Hi! We're Column Five, a content marketing agency here to help your brand get brag-worthy results. Let’s start a conversation and grow together >>> https://bit.ly/49W4HlM.

Selling to a B2B buying committee is a slog. The average buying committee: 7-20 people The average SaaS sales cycle: 170 days How do you cut that time down and close deals faster? Try these strategies. 1) Map your buying committee. Identify stakeholders’ roles, challenges, and decision-making power, then tailor your messaging to each individual while weaving a unifying message to secure consensus. Tip: Develop customized materials for each stakeholder group (tailored for their unique pain points). 2) Sell value, not features. Avoid focusing solely on product features, as competitors can (and will) match them. Instead, emphasize how your solution alleviates pain points, delivers ROI, and achieves desired outcomes. Use data, case studies, and your unique perspective to build trust. Tip: Acknowledge any limitations openly to establish credibility and transparency. 3) Educate through thought leadership. Research shows B2B buyers need approximately 7 hours of exposure to a brand, so use thought leadership to reinforce your expertise and build trust across channels. Share blogs, podcasts, webinars, and white papers tailored to your audience’s needs. Tip: Soliciting prospects’ expert opinions for things like webinars or Q&As to build bridges. 4) Prioritize personalization. Go beyond tailored messaging to create highly personalized experiences. Host private demos, draft custom proposals, and assign dedicated contacts to key stakeholders. This shows your commitment to their success and establishes you as a partner, not just a vendor. 5) Lower the barrier to entry. Simplify the buying process to move things along quicker. Offer comparison charts, ROI calculators, or infographics to clarify complex information. Address common objections upfront, such as security concerns for IT teams, and offer pilot programs to mitigate risk. Tip: Hook stakeholders emotionally in early stages, then reinforce your value with logical arguments. 6. Turn committee members into champions. You probably already have an ally on the inside if you’re at the later stages of the journey. With the right support, you can help them make their case for you. Equip them with pitch decks, one-pagers, and explainer resources to advocate on your behalf. Tip: Although you may have a friend on the inside, don’t rely solely on their feedback or perspective exclusively. Others on the team may have different perspectives or personal stakes that will seriously influence their decision. Stay curious and listen to their underlying problems/desires, then shape the conversation around how you can solve them. Above all, remember that selling to a B2B buying committee is both an art and an ever-evolving practice. The more you stay open to learning and listening, the more successful you’ll be.

How do you market your legit AI product without looking like you're AI washing your brand? It's tricky. AI washing is a dangerous trend—and it's everywhere. Everyone is bragging about their latest AI features (and many brands overemphasize their capabilities). It's no surprise people are becoming increasingly skeptical, which makes marketing a true AI-driven product that much more difficult. But there are key ways you can do it without falling into the AI washing trap. 1) Be honest about how AI fits into your product. Don't just be honest; be specific. Explain how AI enhances your product, and back your claims up with examples or case studies. Also, avoid vague terms like “AI-powered," which are basically white noise at this point. 2) Prioritize ethical AI usage. There is still a level of inherent skepticism about AI. You can build trust by highlighting the safeguards you've put in place—and being transparent about what you're doing with any customer data. 3) Keep the focus on your humanity and, more importantly, your customer. AI is a tool used by humans for human benefit. Emphasize how AI solves your customers' human problems. Share human-centric stories that highlight customer successes, not just tech features. Remember: AI might be hot today, but true brand success depends on consistency and clarity. Stay focused on your customers' needs and tell stories about how you make their lives better. Reinforce that message at every touchpoint, and you'll build a brand that thrives—no matter the next big thing. #AIMarketing #BrandStrategy #EthicalAI #B2BMarketing #SaaSMareketing