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This show is made for B2B marketers who are tired of the same old advice. Ugi Djuric, CEO of ContentMonk and B2B Vault, sits down with some of the best minds in B2B to talk about what’s really working, what’s broken, and what nobody tells you about growing a company. This is the show where people share their deepest insights and secret knowledge they wouldn't otherwise share on LinkedIn.
Speaker 2 (00:00)
You need to have one channel, one audience and one message?
The ones who really stand out are the ones who take a very specific niche and say, is what I want to be known for. You will see that also the very fast scaling companies, they oftentimes have one main channel that is pushing everything. Ideally, you have a one-one-one strategy that is enough to get you up to five million ARR. I see a lot of grow teams living off just spreadsheets. If you could only fix one thing in the next three months,
Write that down, that is going to be your main focus. What is real and what's not. Even if it is a salesperson, I'd rather talk to those than just trusting an AI that would tell me what the best thing
Speaker 1 (00:47)
Hello guys from the winter cold Belgrade, welcome to another episode of the B2B show with Toogy. Today you're going to listen to the episode I recorded with Ward 1 Gasteran, a growth consultant that worked with TikTok, Productled and many other B2B and B2C companies. And we talked about many things, among which the most interesting ones are how to stand out and how to get attention in the AI era.
where everything looks the same and what is world's one-one-one growth framework and how to win in marketing in 2026. yes, back up because this is going to be one really great episode. See you there. Now when we talked about, you know, this kind of AI crap and bullshit out there, you know, and how AI ⁓ made a lot of things
Speaker 2 (01:46)
.
Speaker 1 (01:46)
things
accessible to, you know, the most audience and to a lot of companies. ⁓ Everything, you know, around us starts looking the same kind of right. Websites are not original. They all follow the same or similar patterns with the same or similar designs, features and products. You know, everyone can build the same product right now, right. Unless it's something really backed up, you know, by millions of inventory capital and really expensive.
R &D, but basically like 95 % of all the products, you know, in a category do exactly the same thing, you know, and there is no one tool that is better or worse. Like, you know, you get to the point, right? And also the content, everyone creates a bunch of content right now, but not that content. All of that content is the same. So tell me from your standpoint in the sea where everything becomes a commodity, how
How do we stand out? How can companies stand out and be recognizable?
Speaker 2 (02:51)
I think there's a lot of value in repeating yourself and not being very different. Right? It always goes in a pendulum swing. So it is always the whole market moves in a certain direction. And then at some point we all get fed up and then we swing again back to the other side. And that goes, I think, ⁓ going more in-depth and then go more lightweight or going more fancy on design and going more easy on design.
All those things continuously go on a swing. I think it's like, if, if your whole market is moving in one direction, I think it is still beneficial to go in that direction. And then at some point when everybody is there, you want to go the other way. ⁓ so I think, but I think to stand out, I think it is more important that you consider where are my competitors? What does my audience actually need and where is that overlap?
Right. Where it's like, I think you see that with a lot of B2B consultants nowadays and on LinkedIn, they, the ones who really stand out are the ones who take a very specific niche and say, this is what I want to be known for. ⁓ We have someone who is known for bottom of the funnel content. We have people who are known for homepage redesigns.
Even lately see someone who is, seems to be focusing specifically on hero sections for B2B homepage designs. think that is, is prime being super specific. I think that really helps to send out, sorry people, I'm very bad with names to, to recall the name, but I love that. I love it when you pick such a niche topic and you, really stand out there.
And I think that's one of the strong points if you know what your audience cares about that you focus in there.
Speaker 1 (04:52)
Yeah. mean, it's always easier, you know, to be remembered by a one single thing than, you know, 10 different, 10 different things. And there is like this weird analogy that I recently came across. Well, let's actually, let's do a little experiment. Let me ask you a question. How would you categorize, for example,
Barack Obama. Who is he?
Speaker 2 (05:25)
What? Like a former president? Is that what you mean?
Speaker 1 (05:30)
Yeah, so like a politician, right? And how do you categorize Elon Musk?
Speaker 2 (05:37)
⁓ tech entrepreneur.
Speaker 1 (05:40)
Okay. And how would you categorize Donald Trump?
Speaker 2 (05:47)
President.
Speaker 1 (05:48)
But it's more like, you know, he's kind of a bold businessman, you know, and a politician, but he kind of, you know, doesn't fit in both of these categories. know, he's like, he's one category of Donald Trump. Like that's, you get what I'm trying to say. So yes, definitely agree with you. It's way better to be remembered by one thing. But how do you effectively communicate that with the audience?
And how do you get initial traction? Let's say like that.
Speaker 2 (06:26)
⁓ Initial traction is super hard. It's figuring out what is the main thing that you can stand out for. is something you need to go out and try. I always start with saying, within our value proposition, within our positioning, I see six, eight, 10 different main topics that we could be talking about.
Ideally, I can see we would love to talk only about this thing, but that's not how this works. We need to figure out what does the audience want to see. So then you start with putting out all those different types of content and then all the different kinds of topics, seeing what really resonates. And then from there, going deeper, considering what is the format that we want to talk in, do more of that, et cetera. And then just.
going more specific in terms of what gains traction. I think if you do that for a long time, then you get known for that one specific thing. And then it becomes more of an 80-20 rule to talk about the other topics, but it's to get that initial traction. That's where I would start.
Speaker 1 (07:41)
Yeah. Tell me, I want to talk about your frameworks that you developed, right? So tell me first, one-one-one or forward? What's more actual, what's more, ⁓ yeah, what's in the trend right now? What are you doing more? Yeah.
Speaker 2 (08:00)
So the forward methodology is more of how I work as a consultant, right? So it's more for clients to understand like, these are the ⁓ six phases that we go through in this particular order. This what we're going to do at every stage. And that's, it's more of a change management methodology. It's how we ⁓ get things done, how we change a culture within a company. That's what the forward methodology is for. So that's one thing.
The one one one ⁓ strategy framework that is more for creating a growth strategy. If you are ⁓ creating a growth strategy, if you're a startup scale up in those stages, then you want to create a one one one strategy.
Speaker 1 (08:46)
Yeah. Okay. So for, for the one, one, one. Okay. ⁓ how do you, what, what, what would be the main takeaways from that strategy? Like first off, how can I, what's your process for choosing what's the right messaging? What's the right channel? What's your process for testing these because you know, messaging, you know, and the channels, know, they need time to develop, you know,
What's the timeframe that you're using for testing if that exact messaging, exact channel, that exact audience works? At what moment throw it in the trash and start testing another one? What's that timeframe and how are you approaching that? Because if you're testing one message,
for like a six months and it fails, you know, that that's like a very long time period, learning time period, I would say. Yeah.
Speaker 2 (09:53)
two to four months and you've most of the time you figured it out, right? So it's more like you start broad, start to narrow down and in two to four months we've crystallized what should be your one-one-one strategy, right? So for people listening who don't know what it is, it is more like you need to have one channel, one audience and one message. And with just those three things, it's like the 80-20 rule times three, right? So it is like
What is your best channel where you get 80 % of the results for 20 % of your efforts. So, and we do that three times with your best audience, your best message and your best channel. And that is what I see most of the time where real scale happens. But it's, it's when you start out, you again, start with a lot of hypotheses of like, we have a top five of different messages that we think will work.
We have a lot of different channels most of the time. To be honest, you start with three at best, but most of the time it's already pretty clear. And you just start from there. audience is the most never ending one of the three. It's like you will always be getting more and more specific. So when you start out, it's more like we shout to a full market. And then when things later down the line, you feel like, okay, now we are specific.
But a year later you feel that, okay, now we are really specific. So it's, but it's two to four months. So most of the time then you can figure out what is a great channel for us and a great message to reach our audience.
Speaker 1 (11:36)
Is that two to four months of, you know, trying and experimenting with just one message or it's, you know, ⁓ experimenting with a few different messages.
Speaker 2 (11:47)
Now you can only know if one message works well, I think, if you use different kinds of messages. ⁓
It depends on, I don't know, you will feel it, which of your messages resonates more. And there's a difference between what is our bigger mission value proposition as a company versus what is our leading tagline, right? Like what's the one sentence that we use to describe this problem. And there, that's like a small difference, I think. So it's more like that.
one message that you go out there with that attracts most attention and gets people in the door. That's one thing. And then that might change over time as well, right? It might be different six months later, but it's the, and that's what I mean with traction.
Speaker 1 (12:43)
Yeah, makes sense. And how do you monitor and track and measure the success of a one-one-one? ⁓ how do know that that one channel, one message, one audience actually is the real one that you should focus in the next six months, 12 months, whatever.
Speaker 2 (13:04)
This is the common product market fit kind of definition, right? It's like the, will know it when it works. You feel that when it works, it's things go smoother and easier and faster than you can comprehend. Things are moving along nicely. And that's when you know you are on a right move. It's like all the other places you will feel that things are not going as smooth as you.
as you would like it. If you feel like you constantly have to be pulling in the market, then you are off with your product market fit. that's most of the time it's, unless you have a problem solution, misfit, right? That's also an option. ⁓ But if you have a proper product, but it's not going as smooth as you would like it, it's probably just.
just start testing around with different channels, different messaging, audience, et cetera.
Speaker 1 (14:04)
That's the kind of stuff people just feel and see. They can feel the momentum building up. They can see that their key ICP is starting to engage more and more in conversations. They will see that people easily understand what they're doing. As you said, we tout a lot of explanation and everything else. Can you guide us through
one of your, let's say most, one of your best one, one, one, you know, success stories. Let's call it like that. Like what was the process? What was kind of a messaging? How did you test that? How did you communicate that messaging on that one channel? You know, how did you narrow down your audience? Like from A to, from A to Z. Hey guys, just a real quick, sorry for interrupting the episode. Did you ever feel overwhelmed with the amount of low quality and crappy content that you find?
on Google and LinkedIn? Well, B2B Vault, the producers of this episode, solved that problem. B2B Vault is a database of hundreds and hundreds of expert-level insights and articles written by 300-plus B2B marketing experts. And B2B Vault monitors hundreds of websites every single week to uncover new trends and new
articles so you are the first to learn the new trends, insights and playbooks from the best B2B marketing minds. every Monday morning we send out a newsletter with a few most important reads every B2B marketeer should read at the start of their week to make sure that you hit your quota and get more deals in the pipeline. So just very quickly if
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Speaker 2 (16:02)
Good one. think I worked with a puppy training app for a longer time. ⁓ From the start, it was ⁓ a new concept. They were launching it. And I was ⁓ part of the founding team there. And we had to figure out, right, which kinds of channels work best. This was a kind of, this kind of product that puppy training app is where both social and search could work, right? It's a, if you have, there are a lot of
products out there like guitar lessons, it's just something people Google for. It's not something you happen to see and then you go for social. ⁓ Or if there are other products like vitamin supplements, it's something that less people Google for, but more something you see online and think, yeah, let's give that a try. Right? So that helps me decide which kinds of channels am I going after more in the
search direction or more in the social direction. So I list out these options of channels. We start out with meta ads, TikTok wasn't a big thing back then. We start with meta ads, we start with partnerships with other companies and influencers, and we do some search. So we have those different channels and we go out there with over a hundred
different messages at once, right? So I gen, I think I have a good feeling for ⁓ creating a message, understanding what kind of stuff resonates in the market, but I'm more certain that I will be wrong. I know that if I can have a hundred different images and a hundred different titles that go with an ad, I am already at 10,000 different combinations. I know that it is impossible.
The chances are impossible that I will instantly guess the best option out of all those. So I just throw them all online, right? I just let it up there and put it up there and just see which of the ads performed best. It's funny. It was the number one puppy training app was the main thing that kept coming back. Like it's, goes against the grain for what is best practice.
Most of the time you talk about specific USPs or what makes you different or anything, but no, was every time we use the sentence, number one puppy training app with a cute puppy misbehaving during training. was always the, those were the best ads every time, time and time again. And then later on we again, so then, ⁓ and, and, but I put up there a lot of different ones, right? So I put up a,
visuals where you only see the app. I put up a visual where you see someone going through an exercise. I put up loads of different options just to see what works. It's also like, think nowadays with JetGPT, can come up with a hundred different ad titles as well. Back then did it all by hand and it's like all the different templates and ways how you could write titles. We just try it out, everything. When we put everything out there, it's always like, okay, let's look at the
10 best ads and the 10 worst performing ads. Just to see which ones, what are the main differences we see between both. And from there we look at like what kind of patterns do we think we might be seeing here. So, oh yeah, if we use the puppy, it's obviously the better performing one. If we talk about actual exercises, people don't care.
But if we talk about the number, ⁓ amount of exercises that is in the app, people like it. Okay. So it's all those kinds of learnings where you see, okay, let's create another hundred titles. Just based on what is working well in this direction. And I've tried a thousand different titles, but every time the number one puppy training app kept coming up as the best one, which was literally one of the first three sentences I wrote, I think.
just as a basic, as a first start. And we try all of that on meta ads, Instagram, TikTok, or Instagram, Facebook, mean, ⁓ just to see what works. okay, Instagram came out as the best performing channel. Over time, we noticed that like stories or ⁓ newsfeed ads were the best placement. So, okay, so that's like our main channel to focus on.
We have a main title, main visual. So that's all like crystallized. That's within three months from the start. And then over time, we notice which kinds of people are coming in through the app. So we do a lot of interviews. So it's like literally having a call with three to five people every week. Just talking through like, how did you hear about us?
What are you looking for? Those kinds of questions. And tell me a bit about yourself. And from there we learn a lot. So we noticed that it was especially the people who were most excited about the app or the people who converted fastest stayed along, stayed the longest period of time. Those kinds of people were the people who did not have a puppy yet, which was funny because we thought we target people with puppy problems, but not those people you have to
pre-puppers and those pre-puppy parents, were the main ⁓ audience in terms of, then especially you want, I don't know if you're familiar with ⁓ personality colors, but we really said, we noticed it's the blue kind of people, organized structured people who want more structure in this puppy training. ⁓ Those people really liked the app. They saw this is the number one puppy training app.
examples, et cetera. And then we further crystallize the kind of message that we know works best for this specific audience. So over time, we start to ask questions like in the onboarding, do you already have a puppy or not? Or when is it coming? What would you really prefer to see in the app? So we also start to create ads who attract not just most signups for the app, but we know most
people we track which ad brings in most pre puppy parents. And that's it. Then that's the whole one-one-one process going through.
Speaker 1 (22:53)
Yeah, that's really great. How do you apply that to the B2B space and LinkedIn, for example?
Speaker 2 (23:00)
Exactly the same. So I recently did it for like a big HR education platform where we also go out there. We, we had a specific product and we know it is for HR people. put it out there with a lot of different ads. So in B2B, right. It's, it's less, less likely that I would turn to a meta platforms or TikTok. Sometimes I give it a try with just like a 50 or a hundred euros put in there just to see.
If it does anything, but most of the time it is LinkedIn. there from there, I create different ad sets for different audiences to automatically start with, which exact title has the best CTRs and the best conversion rates. We create a lot of different visuals, a lot of different, and like I try to get ⁓ inspiration from other ads that I see on the platform who are ⁓ people who are also
selling a similar product, targeting the same markets, looking there to get inspiration for titles, for visuals, then just keep going out there and trying it. And it's, some point it was like a, there was this one visual that we had, which was like a framework kind of visual of like a ⁓ Maslkov kind of pyramid that like almost doubled our CTR.
It wasn't, it wasn't our most important visual. wasn't the main thing that people know, but it struck a chord for people and they've really, really increased CTR. And then even like it had a small, ⁓ illegible text on it. You couldn't read what it actually said in the ad, but when we removed the text or made it more legible, it actually decreased CTRs, but it's so it's just, that's also a thing. Like it's something you need to try. it's when we learn, for example, that
a visual like that works or certain title works, I'm going to use that same title on the landing page. I'm going to use that same title in emails as well. It also gives you more power to run experiments in other places because then it also happened to increase conversion rates on the landing page and in the emails ⁓ with just that same muscle of pyramid. No specific reason why, but
Yeah, it's just, that's how it works.
Speaker 1 (25:27)
So basically the entire 111 model is based on testing ⁓ through paid media, right? Through paid ads.
Speaker 2 (25:37)
It's a, both cases, I also do a lot of customer interviews, listening desk research to see what works for competitors. So it's all those sources of inspiration that you also use. And it is that qualitative feedback that you hear from customers that helps you understand why is something working and why should I be continuing in this direction, right? Like understanding that.
It is a pre puppy parents who are structured kind of people. Those kinds of people, they, I know because they, that's how they live. They want to see more structure in the app and individuals and in the landing page, et cetera. So it is a lot of that, it is paid media does allow you to very quickly test a lot of different titles and get a very quick feedback. So.
It is a main channel, but it's not the only way to do it.
Speaker 1 (26:39)
Across the board for the B2B space and LinkedIn for example, on average how much budget did you need to run a successful 1-1-1 test?
Speaker 2 (26:50)
it's, ⁓ I don't think this is a, a one test kind of thing. think, I think you can start even from 50 euros. That's, that's already enough to get some feedback on a small set of different titles that you have, right? You, will quickly see which ones are better or worse. We're not talking here about statistical significance or anything like that. It is more, over time that you.
notice these patterns. think you shouldn't. No, I've done this with budgets as small as 500 euros in advertising, but I think you get better results in the 2000 to 5000 euros.
Speaker 1 (27:38)
So tell me what's the next step, right? So once you have your, you know, winning messaging, winning audience, winning channel, how do you take the learnings from that and then apply it to other fields of marketing, like a content, organic, you know, branding, whatever website, like how, would be the next steps and how do you approach that?
Speaker 2 (28:01)
Yeah. So to be clear, this is, it's, it's a one-one-one strategy, including the one channel. So if you really want to scale up, you will see that also the very fast scaling companies, they oftentimes have one main channel that is pushing everything. So it is not about translating bait to organic as well. then again, you're, just splitting your own resources. Don't go there. It is more you.
Ideally you have a one-one-one strategy that is enough to get you up to 5 million ARR. So if you're not there yet, you don't need to diversify too much yet. It is nice to have a little bit of effort in a few other places just to show that you are a trustworthy, credible, actually existing company, not just an ad farm. But no, it is going all in on your one main channel funnel.
and optimizing everything in there according to your messaging and your audience. it is more of a look at your current funnel. Where could we, where do we see bottlenecks? And again, running a lot of experiments to optimize that funnel, but you want to use that momentum of figuring out your main message channel and audience. is most of the time, six months.
window or something you have. It's not that you can use that one-one-one strategy for the next three years. So you really want to get the most out of it between now and the next six months. So you want to double down on something if it's really working.
Speaker 1 (29:42)
Let's talk about running and documenting experiments. ⁓ how do you mindset wise, infrastructure wise, you know, how do you approach that game? Like how do you decide what experiments to run? How do you run them? most importantly, how do you, that kind of a documentation part, like how do you keep everything in one place? How do you, know, ⁓ get takeaways?
Don't get lost in all the results that you get and all that kind of stuff.
Speaker 2 (30:16)
I think ⁓ it's a difficult one, right? I see a lot of grow teams living off just spreadsheets here. that's just one thing. So there aren't many great tools out there. But where you want to start is you want to start from...
You have a certain goal that you want to achieve. So it's probably a revenue related goal, or maybe you have a proper North star metric that you're going after. And you want to make it very specific. Like you want to have a, what are we going to mainly focus on for this quarter? For example, you want to say, this is, this is what we are going to focus in all our efforts. And if we can overcome this one obstacle bottleneck within our company.
And we can really fix that, find a fix for it. In these next three months, that's already great. You don't need to fix everything in the upcoming three months. That's a big problem. It's a lot of companies. They are tweaking their marketing, their website, their referral, their product, everything at once, which is really, really a lot of very big challenges at once. So if you could only fix one thing in the next three months, write that down. That is going to be your main focus.
And now the question is, what are the main reasons why this is currently not working, right? You want to come up with the. Hypotheses of what are the parts of why this is not working at this moment. So if it is website conversion rates, for example, we say, okay, that is like, we get a lot of traffic from organic, from SEO, and we want to convert more of it to our website. Your question needs to be.
What are the sub parts of this bigger quest that we need to fix? So, okay, we need more people to click through to the products. We need more people to go into the onboarding. We need more people to go through the onboarding. We need to understand why those people are not going. So figuring out those why's is oftentimes your first question. You want to document that, do interviews.
Write those insights down and from there you want to create again a big backlog of what are all the ideas we have to improve this specific part of, let's say we have a blog to ⁓ free trial conversion. That is going to be our main challenge. Then, okay, great. Let's focus, let's focus us specific there. You come up with a long list of experiments.
I use a tool that I built myself that I'm ⁓ putting out there in the world nowadays for people to use as well. It is a great tool just for specifically Groud experiments. put in your objective sub-hypotheses and then you start creating a backlog with all T. Put in 20, 50 different experiments on how to improve this. And from there you start ranking your ideas with an I scoring, PI scoring, just to see.
Which idea has the biggest impact for the least amount of effort? That's basically the question. And from there, you start running those experiments one by one. Just from the top, which one has the highest likelihood of having a big impact on this very specific KPI. Start running those experiments and at the end of every experiment, ask why did this succeed? Why did it fail? If you can answer that.
That is the main thing, right? It is not about, ⁓ did it work or not? The main question is why does it work or not? Because you need more direction on where to continue. So I keep track of everything here in Growth Orange and it's just like a pipeline of different experiments that you want to be working on. Keeps the team focused, helps you know which tasks to run. And from there you just push through as many experiments because that's...
That's the name of the game. Running as many experiments, learning why it works and why it doesn't, and then repeating that cycle.
Speaker 1 (34:38)
One thing that I forgot to ask you, ⁓ what's your take, what's your process on launching in new categories or I would say like emerging from the existing ones that you currently have? Like how do you go through that path of, for example, let's say a practical example right now. ⁓
We are a content marketing agency, right? For example, But content marketing is a very broad term. You have like a blog post, have SEO, you have video, you know, you have all of that kind of stuff. Right. But most commonly when people think about, you know, content marketing agencies, they think about blog posts. Right. That's like the most, that's like the opinion that majority of the audience has.
So, and we want to, you know, emerge from that, you know, and not be kind of comparing ourselves with the other content marketing agencies because our entire standpoint is, you know, having omni-channel presence, different types of content standing out in that kind of a market, you know, with video, with podcasts, with original research articles, et cetera, et cetera. So in cases like these,
What's your approach when you're working with your clients? How do you make them go in a new category or emerge from this existing one?
Speaker 2 (36:16)
Difficult part is you can't really influence how people think, right? If you and I are going to play a naming game, like something like 30 seconds, and I ask you to, like, if I want you to recall Barack Obama, I'm not going to come up with a lot of different terms, right? We're going to go through former presidents. So there are a lot of associations there and it's more like...
You want to start from where your customers are looking as well. So if they are looking for a content agency, is, it is, or an agency to help them with content. is. It's, what you want to have as a first check mark for them. If they go through your website, if you talk about all the other things that is, that is very hard, right? If you instantly start talking about all the other stuff and don't talk about content.
It's hard for them to know for sure that you are a content agency. So ⁓ you could say if they, if my clients are not looking for blogs, you could say instantly like we do video or we do short form a video or visual content. That kind of stuff is like a, could be a way to say like we pick this sub niche of content marketing. But if you describe yourself as something.
completely different, it is hard for them to know if you are the right kind of, I'm thinking of a new term that you could throw in that nobody would understand. I think within our markets, a lot of people will understand demand generation. But I think if you say we are a demand generation agency,
I'm not sure whether I can hire you to create content for me, or if you are more on a strategic level running my channels as well. Like there's, there instantly comes a lot of confusion in there. So what I most of the time do is starting from that category and then adding on like what makes you different. So we are the visual content agency or we are a content agency. Focus on omnichannel or we are, and then it is, it is.
if you want to add on three different things that makes you different. So we do omnichannel, more focus on demand gen and only visual kind of content. Like that makes it a tough story to quickly sell. But that's something you can do along your landing page or throughout your marketing in separate steps. That's something you can explain there. I think it is, I most of the time say let's...
right on the wave that is already happening. And that is much easier than trying to get people to do something that they are not already doing.
Speaker 1 (39:15)
Tell me, let's talk before we wrap up, let's briefly talk about the future. Where do you see B2B marketing in the next five years? Like what works, what doesn't work? How does the scene, the market look like?
Speaker 2 (39:33)
Yeah, think a lot of the market is for a few years already moving more towards B2C. So I think you can always look at where B2C is and B2C marketing and then think of how that will apply to B2B. So I think it will become more more human in that sense, more emotion driven, less on the hard features. Honestly, with everything happening in AI, I don't know how
difficult, how the SaaS industry, what it will look like if we still hire for the same kind of jobs. I doubt it. So I'm curious what the buying process will look like, but it is, think, I think, especially in a world where half of it is robots and robots will say anything. It becomes more more useful to, to speak to a human to better understand what is.
What is real and what's not, even if it is a salesperson, I rather talk to those than just trusting an AI that would tell me what the best thing is. So I think we'll become more human, more emotion driven, kind of like that pendulum swing of if everything goes to more AI machine based, the rest of the market will probably move more towards human.
Speaker 1 (40:58)
that makes sense, especially the B2C analogy. I'm always a big advocate that B2B teams are too ⁓ boring. And that we should all look up to the B2C teams because when you go to like a B2C team, like it's all about, you know, experiments, know, roofless execution, know, 50 different variants of one single thing, know, trying different things. When you go to the B2B marketing room, it's like, you know, it's a total different story.
Speaker 2 (41:29)
I see it. exactly. I think people are too afraid with the big deal sizes to take any risk of maybe having something that doesn't resonate. I think just sticking to one thing that we think is the best out of 10,000 options, like the chance, the mathematical chances of you picking the actual best option, that's one on 10,000. So yeah, I don't.
I don't understand almost why we would stay stagnant.
Speaker 1 (42:03)
Yep. Yep. Definitely word. ⁓ let's wrap up with the last question that absolutely has nothing to do with marketing. Cool. How do you, ⁓ for you from your perspective, how do you win at the game called life and, ⁓ how that winning looks for you.
Speaker 2 (42:24)
I recently came across or I've been for a few years. My wife and I also talk about something called like love languages, right? Do you know what a love language is? It's basically this, ⁓ they're supposed to be six love languages. one of the love languages is like gift giving or words of affirmation or more touch, right? You see, ⁓ different people in, in relationships. Some people really
need the physical touch. Other people are more focused on quality time. It's also a love language and it's really like there are these six should Google it and it's like every person needs something else and they are also a certain way of giving. Like I personally like words of affirmation so I will always be telling my wife that I love her and all the compliments that I can give. It's not per se what she needs in a relationship but it is
It's, it's the way how I express love. it's that way we learn to understand how we both are in a relationship. But I also see this in, in life as well. Like I think different people have certain languages that gives them energy. is, what is, what are the things that you get energy from in life and try to do that. And then, ⁓ trying to optimize your life for.
doing more of that. Like I love having conversations like this and sharing knowledge. And those are things that I try to optimize my life around knowing what gives me energy. ⁓ and at the same time, it's, it's not taking yourself too serious, ⁓ along the way. So yeah, just, ⁓ doing crazy stuff with your children and your family, ⁓ with your friends, ⁓ not caring too much what other people think, which is a
I find it very difficult, but it's ⁓ something I keep working on. But that's how I try to win at the game of life.
Speaker 1 (44:29)
That's
great. That's great. I asked this question like probably a hundred times and every time I keep getting the different answer and it's really, really good to see. Ward, thank you very much for being on the show. I had a lot of fun. Thank you very much once again.
Speaker 2 (44:47)
Thank you,
Speaker 1 (44:49)
Hey
guys, that's a wrap. What an amazing episode that was. Before you go, just let me ask you very quick question. Do you know that your B2B company might be in a great danger of AI commoditization? And if your company out there is not standing out, if you're not fighting for the attention which is the most important currency right now, then...
you are slowly becoming a commodity and when you're a commodity, no one is going to buy from you organically on their own. So Contentmonk, the agency that I run is a full funnel content marketing agency that works with fast growing B2B software companies and helps them become category leaders, the main winners in the field with original content that stands out. So reports, lead magnets, articles, AI content optimization for LLM search.
massive content distribution. the another thing that you're doing is we are monitoring different intent social signals across social networks to see what people are engaging with your content all the time and who online is a sales ready lead for you, but they just didn't subscribe yet. So that's how help fast growing B2B software companies grow. We offer a free consultation for everyone. So don't hesitate to go to contentmonk.com
IO and book a free strategy session with us where you will get a free strategy and a battle plan without hard strings attached. See you there and see you in the next episode as well. Have a great rest of the day.