Hi .

First, I wanted to thank you for joining the Trenches. We launched the community in October and without any promotions grew to 575 members - that's huge.

We don't want to grow it for the sake of numbers and want to make sure that quality conversations are happening inside.

2022 plans

I hope that COVID madness will stop, and we'll be able to arrange community meetups around Europe (and, potentially, in the US). Several cities we are considering now: Brussels or Vienna (Spring / Fall), Split or Valencia (Summer).

We don't just want to host unstructured networking but also make it valuable for everybody. So the 1st day will be a workshop + afterparty, and the 2nd day will be a roundtable to discuss your ongoing questions.

Let me know what you think about this.

Also, I'd love to hear your suggestions: What do you want to see in Trenches?

Blog? Specific events? Merchandise?

All ideas are welcome.

LEADTAP - free product for you

I have a new free tool for you - leadtap created by my friend with my support. Leadtap delivers to your inbox a list of companies that have launched on Product Hunt every single day.

You can get a free account: https://useleadtap.com/

Would you mind checking it out and providing feedback: is it valuable? What other data you’d like to get?

Positioning for growing tech companies or how to stand out with April Dunford

Last week we hosted the last community event in 2021 with the Queen of Positioning, April Dunford.

Tune in to learn.

• How to identify what positioning strategy will work best for you.
• How to validate your positioning and make sure it emphasizes your unique value and resonates with customers.
• 5 components of positioning you'd use
• The most common positioning mistakes B2B companies make without realizing it.

Check out the recording here.

Questions from fellow Trenchers

Let's help each other. If you can contribute or answer any question below, just click the link and share your thoughts.

• Which email marketing tool won't show analytics?
• Should I manage all performance marketing for my company? (adwords, paid social, review platforms etc. $70k/mo total budget) or just run the paid social accounts and help out on ABM?
• Are there any specific tactics that you've seen work particularly well in terms of getting reach or engagement?
• Tools to give content hubs to the customers
• I need to evaluate an idea about a custom solution for MDF (marketing development fund) management and particularly getting a meeting with an expert in this field
• Best place/way to find a savvy Marketing Operations freelancer?

Post Of The Week

Here are 10 things your buyers wish you knew:

1. They are NOT prospects. Not even buyers...

...most of their time. They're just like you and me.

Doing their best to be good at what they do and have good relationships with their colleagues.

2. They always have a solution in place

They are somehow dealing with the problems you solve.

Sure, things could be better. But mostly, they're managing.

It's their job, after all.

3. It's about priorities

There are many things fighting for their attention and time.

The demo you're offering is not "just 15 minutes". If they want to acquire a solution, they know it will take A LOT of their time and will be ON TOP of everything they are doing.

They'll only take the time when the issue is pressing.

4. You can still get their attention

They enjoy learning. Entertainment. Connecting with people.

Sometimes, they just want to be distracted.

5. And sometimes they do have a pressing issue

When they do, they ask themselves: "who else had a similar issue and how did they deal with it?".

They ask their colleagues. Peers in their network. On communities.

6. They get referred to people with a similar issue, or to experts

That's how they start discovering and researching potential solutions.

7. This process is frustrating

77% of B2B buyers said their latest purchase was very complex or difficult (Gartner).

They still have all the other stuff on their plate. They don't really have the time to do this properly.

When they want the information, they want it:

- Fast

- Clear

- Easy to understand

8. They don't like talking to (most) sales people

Did you know that buyers spend more time talking with their colleagues (22% of their time) than to vendors (18% of their time)?

They hate when you make them jump through hoops:

- Book a demo, and wait for "someone from the team to reach out to them"

- Get a call with an SDR who's only there to "qualify them"

- Get transferred to an AE who asks most of the same questions again

They want to control their own agenda, not the vendors.

9. They never decide alone

The average buying committee is 6-10 people. And in some cases easily 20.

They share their insights with their colleagues or their boss.

Their colleagues may bring new information they haven't considered.

10. Sometimes, it's a showstopper, and they need to look elsewhere

Or, priorities change, and they decide to postpone the purchase.

And they want you to respect that.

They still enjoy learning, entertainment and connections.

They hate incessant follow-up, or made-up time-sensitive deals and false scarcity.

By Vladimir Blagojevic

Best Shares From Trenches Community

• The Content Marketing Playbook by Markus Jenul
• Direct mail is probably the oldest trick in the ABM-book. And it works like gangbusters.
• Why should B2B marketers and sales professionals care about Analyst Relations?
• How can I build Leadership Momentum with the people I serve heading into the new year?
• Am I the only person who never replies to cold emails or LinkedIn messages from random unknown SDRs?

See you in Trenches 😉

Andrei Zinkevich