Many B2B marketing and sales teams miss the mark with potential prospects because they focus more on products and features rather than the customer’s pain points, objectives, and key business challenges. To grow sustainably, both teams must be more aligned around how they help create true business transformation and positive outcomes for their customer’s business. So how can understanding your B2B buyers lead to greater success?

That’s why we’re talking to Braedi DeLong (COO, The Sales Collective), who shares proven strategies and expert insights on how understanding your B2B buyers can drive predictable growth. In this episode, Braedi explained why the outdated “spray and pray” approach is no longer effective, and emphasized the need for targeted, intentional marketing. She expanded on the importance of clearly defining a realistic Ideal Customer Profile (ICP) and understanding stakeholder dynamics. Braedi shared real-world examples of effective marketing strategies such as targeting specific buyer personas, and how to leverage grassroots marketing. She highlighted the marketing team’s role in building trust and credibility, and stressed the importance of human connections and reliable information sources over digital marketing.