Episode 36- ART of Winning Beyond the 5%
Welcome to What's Broken in GTM and How to Fix It with Simon Danielsand guest co-host Ian Truscott. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.
Louis is on the road to Porto so Simon is joined by B2B tech go-to-market advisory consultancy, Velocity B’s Ian Truscott as guest co-host on this week’s episode! Ian explains that he and his partner Alex Simonson help primarily smaller and growth B2B tech organizations accelerate their sales and marketing, with a particular focus on alignment across the “revenue department” as well as wider corporate objectives. Ian is right at home on this podcast!
This week we talk about how to approach the long tail of buyers who are not actually in market. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: Create ART - Awareness, Revenue, and Trust - to beat your competitors to address the 95% of your future buyers who are not currently in market.
Listen on as Simon and Ian explore how B2B marketers can win beyond the 5% of buyers currently in-market by addressing the 95% who are future buyers. Ian emphasizes that early-stage decision-making now happens before sales engagement, making brand-building essential. Over-focusing on short-term lead generation neglects the long-term benefits of awareness and trust, which reduce friction and amplify revenue efforts. Ian’s ART framework - Awareness, Revenue, Trust - offers a balanced approach: educate and build visibility, drive demand for active buyers, and foster trust through advocacy and consistent experiences. Companies that invest steadily in brand see significant long-term gains, positioning themselves to convert tomorrow’s buyers into loyal customers.
Read more on this topic in Ian’s blog post on the Velocity B website.
Other mentions in this episode:
Ian’s newsletter edition discussing the role that Marketing should play in sales methodologies
The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field
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