“My Boss Is Going to Want to Talk to These Guys”

In B2C, you're ultimately trying to create one thought in the prospect's mind: I need that.

In B2B it's not the same sentiment at all. The thought you're trying to create is: my boss is going to want to talk to these guys.

Take your eye off that ball and you'll default, in your marketing and sales messaging, to informing and educating people. Don't. Once your goal is “my boss is going to want to meet with these guys,” you can't get away from the fact that you have to persuade somebody to change. Ultimately a person has to convince another person to change, and you don't do that just by educating or informing. That's a very passive way to do it, and it's too risky.

Keep the thought in mind: my boss is going to want to talk to these guys.