Most B2B strategies fail one layer too early

𝗠𝗼𝘀𝘁 𝗕𝟮𝗕 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗳𝗮𝗶𝗹 𝗼𝗻𝗲 𝗹𝗮𝘆𝗲𝗿 𝘁𝗼𝗼 𝗲𝗮𝗿𝗹𝘆.

They’re designed around the direct customer.

But value is usually judged somewhere else:

your customer’s customer.

The person or business your customer has to win.

Do this instead:

1️⃣ 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿’𝘀 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿

What problems are they trying to solve?

What pressures, trade-offs, or expectations shape their decisions?

2️⃣ 𝗪𝗼𝗿𝗸 𝗯𝗮𝗰𝗸𝘄𝗮𝗿𝗱 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗿𝗼𝗹𝗲 𝗶𝗻 𝘁𝗵𝗲 𝘀𝘆𝘀𝘁𝗲𝗺

Product choices.

Positioning.

Commercial tactics.

All should help your customer win their market.

When you get this right:

value propositions sharpen

sales becomes easier to justify

differentiation lasts longer

Most B2B strategies don’t fail because they’re wrong.

They fail because they stop too soon.

𝗪𝗵𝗲𝗿𝗲 𝗱𝗼 𝘆𝗼𝘂 𝘀𝗲𝗲 𝘁𝗵𝗶𝘀 𝗯𝗿𝗲𝗮𝗸 𝗺𝗼𝘀𝘁 𝗼𝗳𝘁𝗲𝗻 — 𝗽𝗿𝗼𝗱𝘂𝗰𝘁, 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗼𝗿 𝘀𝗮𝗹𝗲𝘀?