Valuable, engaging content is more important than ever before for attracting buyers. Social media platforms like LinkedIn are providing powerful channels through which to distribute this content and reach perfect prospects. However, competition is fierce and people have become very selective about the information they engage with. The rest is ignored. In this presentation, we look at why so much content goes to waste and how you can ensure yours hits its mark.

1. Find Your Sales
Sweet Spot™
Gain the recognition and achieve
the success you deserve.

2. The
Opportunity
Social platforms provide powerful channels through
which B2B businesses can engage and attract their
market.
And content is driving these relationships.
Key Stats
● 91% of buyers are involved with or active on
social media
● 75% of B2B buyers + 84% of C-Suite use social
media to buy
● 67% of the buyer’s journey is now done digitally
● 49% of buyers rely on content to guide their
decisions
● 78% consume 3 or more pieces before talking to a
salesperson

3. The
Problem
Gaining the attention of your market has never been
harder.
Not just because of the noise you’ve got to compete
against but because buyers have become adept at
blocking the noise out.
And they block an awful lot...
The percentage of content that
gets little to no attention
Source: Beckon, 2017.
95%

4. The
Cause
Salesy, one size fits all marketing campaigns that
focus on the features and benefits of your service
but do little to:
● Distinguish you from your competition
● Emphasise why you are your market's
perfect partner

5. The
Result
Talented B2B consultants and consultancies can
struggle to achieve the recognition and attract the
new business they deserve.

6. What
Buyers Want
While features and benefits may help someone choose
the right solution, supplier selection is the domain of the
heart and gut.
Buyers want the best the market has to offer and are
drawn to the people and businesses they feel:
● Understand them
● Have the specific experience and expertise
required to achieve their distinct objectives
● Are driven by similar principles and values

7. It’s Time for
a New Approach
To be successful in this emotive environment, you must
stop selling and start providing evidence that you:
1. Understand and empathise with your market’s
current situation
2. Appreciate the problems they face and have
identified the underlying cause
3. Possess the experience and expertise needed to
take them from where they are now to where
they want to be

8. The
Good News
Our experience has shown time and again that great
businesses, those who excel at what they do, already
have everything they need to create compelling
content that grabs their market’s attention.
You've just got to know where to look.

9. Market
Context
Every day your market is on a hunt for a very special kind
of insight.
What we call Transformative Insight:
‘Ideas and advice that trigger meaningful progress
towards their professional and personal goals.’
They crave momentum and a guide who can deliver it.
They are looking for people who can help them navigate
the treacherous ground of their challenges and lead them
out into the light.
That guide is YOU. Your market just doesn’t know it yet.

10. Market
Context
By the very nature of your work, B2B consultants and
consultancies sit on a treasure trove of Transformative
Insight.
Most don’t seize its potential because it’s easily
overlooked.
Either because, you don’t know it’s there, don’t appreciate
its value or struggle to tap into it.
However, when harnessed and deployed in the right
places, Transformative Insight has the power to penetrate
and attract prospects like your best clients.
That’s where we come in...

11. Introducing the Sales
Sweet Spot™
Sales Sweet Spots™ are lucrative market niches for
whom your unique skills, experience and approach
are the perfect fit.
When you focus on your Sales Sweet Spot™, your
marketing has the intensity needed to penetrate the
noise and capture the attention of prospects just like
your best clients.

12. The Sales Sweet
Spot™ Approach
The Sales Sweet Spot™ isn’t an approach for the mediocre.
It’s been specifically designed to help talented B2B
consultants and consultancies who excel at what they do,
but are either:
● Looking to take their business to the next level or
● Struggling to convert their capabilities into
customers
Developed over 2 decades of crafting B2B campaigns, it
harnesses the power of your unique experience, expertise
and approach, and injects them into copy and content that
sells your value in the most meaningful way.

13. Find Your Sales Sweet
Spot™
The Sales Sweet Spot is a consultative approach. Split into
three phase it enables you to:
Discover your perfect prospect profile and position
yourself as their perfect partner.
Diagnose the flaws in your current copy and replace it
with content that has the power to engage and attract
your perfect prospect.
Deliver compelling, content driven campaigns, in places of
influence, where your perfect prospects gather.

14. We could not have written the copy better ourselves,
which is a super compliment to 9MM for capturing and
crafting the messages.
Mario Blandini, VP Marketing, Swiftstack
I was immediately impressed by their tenacity to
understand our business and the clear guidance on how
we could have a greater impact on our market.
Neil Laver, Director of Sales, Veber
9MM is one of the few PR / Marketing agencies that
understands how to communicate in an effective
meaningful way to customers.
Mark Stephens, Sales Director, EMEA, Cogeco Peer One
Their forensic approach has been first class, working
closely to research and understand our client
differentiation and then turning this into powerful
messaging.
Simon King-Cline, Founder, Aspect Communications
What
People Say

15. Alex Moscow
Founder
It was in that converted Fire Station in Chiswick that he devised
and executed campaigns for some of the biggest technology
brands in the world.
Since then he has worked on many more. Some you will have heard
of bet365, Avaya, Marvel, Ministry of Sound and Phillips.
Some you may not. Challenger brands that he’s helped to punch
above their weight.
Today he continues to use his skills to help the owners of B2B
service providers to achieve their vision by creating content driven
campaigns that influence and attract their most profitable
prospects.
Alex has been helping to position B2B
companies at the head of their industries
for over a decade.
His journey began at Bite, one of the UK’s
leading communications groups, where he
learned the art of public relations and
became a specialist in thought leadership.