SECRETS OF SUCCESSFUL B to B MARKETING

Want to grow your b to b business invest in building your brand.

About a year back I advised one of my clients Rohan Singal “Get up, Dress up, Show up.”

He had suddenly lost all business due to the pandemic when he approached me to help him grow his brand. It was courageous of him in that situation to invest in building his brand when all income had stopped.

Rohan is a coach for senior corporate leaders. He took my advice and we worked on building his brand . This year has been one of his best years.

My team at Social Flutur helped him churn out over 80 thought leadership videos, he has been active on LinkedIn every week, had 30 conversation videos with CXOs , launched his book online and he is now seeing business like never before.

We are now helping him build his tribe through Power of Intent community and open up a a new vertical of open programs which he loves to do. We helped Rohan play to his potential by working on his brand strategy.

As a team we at Social Flutur love to help soloprenuers , organisations and nonprofits tap into their potential and build their tribe .

We do this by asking the right questions and getting our clients to focus their efforts. So what are the secrets of the success of Rohan.

1. Passion – without fail I find this is the quality every business leader needs to succeed. How strong is your urge to ‘Get up’ every morning ? How strongly you believe in your idea ? and how committed are you to spread it ?

2. Clarity – “what is the problem you are solving in the world?” can you write this in one line . Is it easily understood? Is this a real problem?

If you get to work without clarity you create confusion for your clients . The clarity has to reflect on your website, on your LinkedIn profile in every communication.

Being clever is not being different , are you clear and are you communicating clearly the problem you solve for your clients.

3. Patience – Building a brand is a long term game and one needs to commit for the long haul which Rohan did . The first challenge is inertia and the itch to give up very quickly .

I have also seen clients who get impatient. Unfortunately we are so fixated with performance marketing because the results are immediate and measurable that we put all our marketing investments in performance.

4. Brand Building – What is ignored is investing in brand marketing and a brand cannot be built overnight. Unfortunately brand marketing is not so measurable and a bit fuzzy so is ignored.

Performance marketing works for clients who are in the market and have a immediate need and they happen to find you.

There are many who do not have an immediate need , and this would be more so in B to B market , but this does not mean we should not be talking to them. This is where building a brand works. Because when they need your product or service they will think of you and you will be called to the table.

Brand marketing is investing in the future demand. That is why you as a brand need to dress up and show up regularly. You need to build an emotional connection when your prospective clients are not yet in need.

This is investing in the brand . I use a term with my clients “sow the seeds and have patience.” unfortunately I have seen clients who start panicking very soon and expect a tree to show up no sooner they have planted the seeds.

This is science , this is how nature works and it works , I have seen it time and again . It works 100%.

When the clients are ready will they remember you ? and will you get called to the table ? is the question to be asked.

5. Point of View- Another question I ask my clients. “What is your point of view?”. Do you have a point of view, is it different ? if you are a me too you will be lost in the noise.

Look at all successful brands they have a point of view. Steve Jobs on his return to Apple brought a focus on a strong point of view and the new advertising campaign had just two words “Think Different.”

This was not just clever marketing by Apple this was the way the business model functioned , the way products were made , whether it was iphone iPod or the iPad there was a strong point of view.

Elon Musk has been holding a point of view on how he sees the future of personal transport he did this when everyone laughed at him. When Richard Branson spoke about space tourism no one believed him.

Point of view is also called thought leadership and as a b to be marketeer you need to demonstrate thought leadership. Clients need to trust you that you are the right person who can solve their problem.

6. Add value – Show up , is a key word . One of the things I tell all my clients is every day morning think of “How can I add value to the world today ?” And “give”.

Drop your agenda of what you will get , GIVE FREELY , without bothering whether competition will pick up your secrets. In a digital world there are no secrets.

7. Tell a Story – I have been told “but Sanjay we are in a b to b market.” Whether you are in a b to be or a b to c market you finally deal with a human being on the other side.

Don’t tell your story no one is interested tell them their story . From “here” to “there” is the most powerful story ever told.

What is the conflict in the life of your clients ( remind them of their conflict) and how will their life look like once you solve this problem.

To be a good storyteller you need to have empathy , you need to feel the pain of your clients.

8. Be authentic- ‘Better than’ does not build a category ‘different than’ does . Do not be a copy but be an original. Have your voice.

Some clients get so obsessed with looking at competition that they start looking like the competition. Look at the competition to learn but follow your path be authentic to your voice.

In the healthcare space I see a personal brand in India who has grown very popular and built a huge tribe the founder yet for content marketing records videos using a mobile phone, very raw, very spontaneous, no polish , but authentic.

People like to see authenticity in brands , a brand can be vulnerable, have its flaws , make mistakes, own up but be real.

9. Call to Action- “what should I do.?” The client is all convinced and ready to buy now what should he do ?

It is such a waste to make the clients walk the journey and then just drop them by not getting them to act .

In a b to b sale you cannot expect immediate decisions but you could move them a step forward in the journey to build trust , you can begin the conversation.

Get up , dress up and show up and I will add have your point of view are ingredients to build a strong b to b brand .

Sanjay Mudnaney , Founder at Social Futur.

www. SocialFlutur.com

THERE IS UNCERTAINTY

What happens outside of us we have no control over that , life changes in a moment just like that.

There was no warning, it had never happened, the world shut down , everything stopped.

A sudden death in the family , major illness , financial loss , job loss , anything can happen any moment.

We seek our lives to be comfortable, pain free , certain and in control.

But life is not in our control, outside circumstances are not in our control.

Resistance to what is does not help . What is has already occurred, now fight as much , cry as much , resist as much the situation has already occurred.

There is no choice to change what is happening outside. None.

There is choice to change what is happening inside , that is the only choice we have.

Life has dealt a difficult card , there is turbulence within , you cannot run away.

Can you find meaning in your pain , it has showed up in your life for a reason.

Can you convert your pain into a purpose ? Can you learn from it .

The scientist did what was never done before in one year we have a vaccine to fight the pandemic.

The world has a deeper opportunity to course correct on the damage we have cause our planet and the balance of life on our world.

Individuals have an opportunity to learn from what happened and pick up the lessons that will make them stronger to face challenges in the future.

Businesses have a lesson to rethink purpose and the way of life and work.

Everything happens for a reason are you ready to learn ?

ALL CREATION HAPPENS OUT OF ABUNDANCE MINDSET

Look at any creator and you will see an abundance mindset . Creation never happens out of scarcity mindset.

Yet what we learn from our childhood is largely driven by fear and scarcity. Only a few kids in a class rank top in a defined curriculum so we are taught to compete . What is missed is that each child is different, each has a unique gift . We try to box the definition of success , only a few can succeed and most are doomed to live an average life is what we are told and what we also see.

Competition : if the resources are limited or only a few can reach the top then competition is a natural behaviour that is driven into children . We are constantly reminded that only the fittest survive and that it is a dog eat dog world out there. This implies that most have to either fail or live an average life and only a few can succeed. Every magazine puts the pictures of the top 50 most successful people in the field , what happens to the rest ?

Money : As we grow it is then instilled that the one who has the most money is the most successful so we get driven by greed and desire to accumulate more . Our bank balance starts defining who we are . The race moves from scoring high marks in school to who earns the most or has the most.

Yet ask anyone who has a big bank balance and they will tell you beyond a point having more money does not add to life. A bigger house beyond a point does not add to happiness.

Risk : The schooling system teaches us to avoid taking risks as failure is looked down upon . Safety of the crowd is what is hammered in every child.

“Don’t take risk , don’t be different” is a lesson we learn. At each step the majority learns to operate from scarcity, that there is not enough. Our definition of success. Itself pushes us into a scarcity mindset.

While you look at any creator the key quality is abundance mindset. What if you were to turn the game and ask different set of questions.

Q1. If there was no problem with money what would you love to do ?

Q2. What is your unique gift ? what makes you most alive ?

Q3. What is the value you can add to the world?

Q4. Who can benefit from the value you can add ?

Q5. How would you live if there was no limitation to what you could create ?

A creator mindset operates from abundance, is willing to take risks , The future of work is more individuals living their passion. The pandemic has made this even more possible as work from anywhere is now mainstream.

The keyword is ‘Value Exchange’ . There is enough in our world for everyone, we need to drop our definitions of success. Abundance mindset is what we need, knowing that we will be taken care as long as we add Value in our world.

HOW TO BUILD YOUR PERSONAL BRAND IN 8 STEPS

Whether you are a founder of a business or you are in a job or a freelancer you are a person brand.

You can choose to be a part of the crowd and become a commodity brand.

Being a commodity will make you replaceable with something or someone cheaper.

Being a Commodity is a survival game.

You can choose to be a brand that stands out from the crowd and is valued.

As a person brand you can command a premium.

You need to take these 7 steps to build your person brand.

1. Have a Brand Purpose

Ask the question ‘why’ do I exist ? This is the most important question you will ever ask .

Take a tombstone test “How would you want people to remember you”.

2. Define your Brand values.

What is your true north ? that will not change with time . This is the core of your character.

3. Be Authentic

Be true to yourself , don’t look for approval. Have a point of view and stand for your point of view.

4. Be Different

As a brand you are unique , find your gift, find your niche , focus , stand out from the crowd , do your thing, take risks . Choose a path less travelled , one that gives you joy.

5. Make a Brand Promise

What is your brand promise ? What is the value you add to your clients.

Clearly articulate your brand promise.

And declare your brand promise to the world. Once you put it out there you become accountable.

Clients like those that take accountability.

6. Live your Brand promise

Word of mouth is the best brand marketing.

When’d your clients spread your word your value grows .

And every one you work with is your client .

7. Be ready to be Vulnerable

A personal brand is vulnerable, you cannot win all the time , that is being fake . Be ready to be and share your vulnerability.

7. Be your own Brand Storyteller

If you don’t tell your brand story no one else will .

Every touch point is an opportunity to tell your brand story .

Your network is your net worth.

The social media offers you an opportunity to build your personal brand.

I help my clients build their personal brand in the digital world through personal coaching and workshops.

In case you are interested do visit my website http://www.sanjaymudnaney.com

HOW BEING VULNERABLE CAN MAKE A BRAND MORE POWERFUL

A brand is like a living person.

It needs to be authentic to build trust.

No person can constantly be winning.

There will be days of struggle , days of failure.

There are moments of truth.

“Always good” is based on untruth.

Trust cannot be built on “Untruth”.

Can a brand be authentic and own up failure, say sorry ?.

Can a Organisational or Person brand share vulnerable moments ?

It’s difficult to be vulnerable. But it builds trust.

I experienced these both at Mastek where I headed Corporate Communications.

Mastek was the first company in the IT industry to give a profit warning ahead of quarterly results.

There was no precedent.

Obvious repercussions were bad press , investor calls .

Yet it emerged more powerful as a transparent and ethical brand.

The next story is of vulnerability.

Ashank Desai the Co Founder had an difficult early childhood.

There was his story of poverty and struggles.

Ashank has shared his story and lessons to inspire youngsters.

This has made him a strong person brand.

Being Vulnerable is strength.

Real heroes are authentic, they also fall.

Yet they get up and fight back.

Make your brand story more powerful.

Tell a authentic story. Be vulnerable.

A SMALL BUSINESS STORY

Every business has a story.

I met Renuka after my cycling today , she has a food truck that sells healthy detox juices.

I asked her her story.

Renuka had lost her job of 19 years during the pandemic.

She was managing the CRM at a real estate company.

The business vanished , “we were like white elephants for the company, I was fired after 19 years.” she said.

I did not find any regret in her voice.

Renuka has a charming smile and is a happy person.

I proved her further, why healthy juices .

She said her parents suffer from Parkinson’s and diabetes.

She learnt the benefits of healthy juice detox from her grandmother.

One thing has changed for her after she started the business, she now gets up early at 4 am to make the juices.

“ I was never a early person but all that changed after the job loss” she says.

He food truck is called ‘Naividyam’ which means ‘offering to God’.

She is not just in the business of making juices for her her work of healthy juices is an offering to God.

I made a small video on her story from my mobile phone and shared it on my social media.

There are stories and and stories .

We forget to tap into the power of story to build human connections.

When a brand story integrates with that of the customer magic happens.

Renuka can be just running a food truck selling healthy juices , but she has a story.

The story of her struggle , the story of her food truck , the story around her healthy juices , then the stories around her customer.

We forget to tap into the power of storytelling in business.

Renuka is inspiring, I like her spirit to fight back.

She has no regrets but a lot of hope.

That is the story of every business owner. The story of hope despite the challenges.

Tell your story

Sanjay Mudnaney

#brandstory

http://www.CrowTales.in

PUT YOUR EXCUSES ON HOLD

The cage is fictional, there is none , we create our imaginary cage .

The day I understood this I experienced freedom.

When you put your excuses on hold the other side is joy.

In school and then college I was always on the stage participating in elocutions and debates.

I loved the stage and the audience in front of me.

When I would be on stage I would be in a zone.

I loved to communicate ideas , enrol and inspire audiences.

I could get those around me find their expression and express more fully.

But then life happened. I put myself on hold.

There were more important things to do.

“I will do it some other day in the future” I said “when the kids are grown up , when I have enough money in the bank , when I am well settled.”

I kept postponing my dreams to the future.

Then I turned 50 and it occurred to me I have finite time.

One day I made a bucket list and I jumped head on.

I wanted to sing , I went ahead and recorded my first song in a studio. It’s there on YouTube.

My first song recorded in studio

I bought myself a professional home studio equipment , now I sing whenever I feel like.

I wanted to cycle . I was warned it is risky and this is not my age .

I went ahead and bought a cycle , I invested in the best I could.

I am now a cyclist, I cycle every day , weekends is for long distance.

When I cycle , it’s just me and the wind on my face , I can feel the freedom.

I wanted to see the stars I went ahead and bought a professional telescope.

That experience of watching the planets was surreal.

Felt the vastness and being one with existence , limitless.

I wanted to write a fiction story book . I did that and self published it . It’s on Amazon .

I got my first royalty check , felt good.

I wanted to teach non profits the art of fundraising with storytelling.

I travelled to five cities and over 500 non profits in India attended my workshops !

I always wanted to start my business.

I kept postponing afraid of the unknown.

I finally jumped in at 55 !

It is profitable and growing.

But more importantly I am doing what I always loved to do , helping individuals , businesses and causes express themselves fully . Live their potential.

I wanted to tell stories of good through films . I had no experience, no team and zero budgets.

One fine day I just decided I will do it . And that too during peak lockdown !

In a few months we have made over 10 short documentary films .

Launched the YouTube channel’Heroes of India’.

We now release two films a month.

I wanted to camp next to a waterfall overnight in heavy rains.

Camping next to a waterfall

I did that , the sound of the water splashing against the rocks and tapping of raindrops was out of the world experience.

From a typical corporate formal life , no fun wardrobe and look , I decided to just be myself.

A small step but one more step in the direction of freedom.

I love being myself

When I stopped my excuses , I truly found my joy.

Have to do it for pay check was an excuse.

Have responsibilities was an excuse.

What will others think was an excuse.

I cannot do it was an excuse.

I am not capable was an excuse.

I will do it sometime in the future was an excuse.

Excuses kept me safe in my comfort zones.

We have reasons , many excuses, why we postpone life.

We make up by trying to live on the weekends.

We trade our joy with a cage.

Sometimes the cage is golden. Yet is after all a cage.

When I look deeply there was no cage , it is all our own creation.

Now I have stopped all excuses , I have started living every day , every moment.

I have no regrets as every step of the journey has been a learning experience.

I refuse to die with my song in my heart.

Sanjay Mudnaney

#passionproject

P.S – Passion project is a message, life is finite , don’t die with your song in your heart

WHEN EVERYONE IS SELLING , TELL A STORY

We get on any social media platform and we find it filled with Advertising.

Everyone seems to be selling something.

We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.

The trail we leave behind on the digital world is monitored.

Algorithms try figure out what we are most likely to buy.

And the advertisements show up on our feeds.

This is interruption . We switch off.

We don’t come to social media to buy. We come because of our reasons.

It gets irritating, annoying at times .

Like a street Bazar with many stalls each of them tries to grab our attention.

Except we did not plan to come to a Bazar.

Grabbing Attention is critical , there are so many advertisements that throw up .

The algorithms and machine learning are always learning to read our minds.

“What are we most likely to buy” is the key question being asked by the platform.

This is their monetisation model . Nothing comes for free .

The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.

Interruption marketing has now moved from physical to digital world.

The conflict is consumers have a different reason to visit social media platforms .

They visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.

With the smartphone in hand consumers set the agenda .

The control has moved from the advertisers and sellers to consumers.

Stories are consumed because they are entertaining, they inspire .

Humans are naturally wired to listen to stories, share stories.

Good stories are shared.

Video content is 80% of the traffic on digital.

Visual stories stand out .

Brands need to learn , stop selling and tell stories. Stop interrupting and focus on entertaining .

Because the control has shifted and consumers switch off from interruption.

Real stories well told , inspire, build trust, touch the heart.

Most important, when data is forgotten in minutes, stories are remembered over the years.

Future of marketing is Storytelling in the Digital world.

Every Brand has a story,

Every Organisation has a story ,

Every Cause has a story,

Every Startup has a story,

Every Leader has a story,

Every Employee has a story ,

Every Client has a story ,

Every Beneficiary has a story,

Every Tribe has a story,

Every culture has a story.

Dig deep an you will find each one of us has a story and our stories are common.

As humans our desires and fears are similar.

From ‘Here’ to ‘There’ is the most powerful story ever told.

Stories well told can inspire action , build tribes.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

Sanjay Mudnaney

Founder at http://www.CrowTales.in

Brand Storytellers

WHAT IS PASSION PROJECT ?

What would you do if you lost your job tomorrow?

You think that is not possible. Think again .

Thousands lost their jobs suddenly overnight during the pandemic. No warning.

One of my colleagues from the first company I worked at connected with me , he was looking for a job , he was desperate , months had passed with no income and bills needed to be paid.

His wife was seriously sick , he did not even have a Mediclaim and medical bills added to his misery.

On the other spectrum I have heard the term repeated ‘Thank God it is Friday’. Employees postponing their lives to the weekend and the next vacation.

This got me thinking, something is wrong in the way we work and plan our careers.

Why would anyone want to trade life to pay the bills ? And yet find themselves suddenly stranded without the means to pay the bills.

I have been blogging on #passionproject for a while now .

In this blog I will answer why I feel this topic is urgent and why this blog.

#passionproject is URGENT because I see everyone is going to be impacted.

Everyone.

It is about emerging of a new world and the way of work and living.

It is not the future but it is happening now at this very moment.

The rules of the new game are that those who play for survival will have the greatest threat to their survival.

Skills that can be defined will be replaced !

They will be replaced by someone or something cheaper somewhere in the world.

Distance will not matter , the work can go anywhere, remote working is no longer a buzz word .

Not just change but speed of change will add to uncertainty in careers and jobs.

Technology developments will cause disruptions.

Entire industries will vanish overnight, a business can get wiped out in no time.

Jobs can be lost suddenly , there will be zero security , not that there was any earlier.

Adapting , innovating and taking risks will be the only way to thrive in the new world.

What worked yesterday will not necessarily work today and definitely not in the future.

Q: So is there anything that is going to be constant and in demand ?

Ans : Yes and the term I use is ‘Passionate Artists’

Passion for what you do as a quality will never fade away.

The world needs passionate individuals ,teams and leaders.

The future is for those who follow their passion and make their work a piece of art.

Art and artists at work will always be in demand because they cannot be replaced by someone or something cheaper.

Artists do not follow the crowd , they create their own art , their life is devoted to mastering their art .

Their art is valued because of the value it brings to the world .

They will never go out of fashion as they are not defined , they are not boxed and they don’t draw boundaries.

They don’t guard territories.

Passionate individuals stand out from the crowd because they are like none , they don’t hide in the crowd , they stand out.

They will challenge the status quo. They will rock the boat.

Passion project is my small attempt to inspire those that have forgotten their dreams , their passion, their art .

By not taking the risk now , by not stepping up to their possibilities, their individuality they are risking their future.

By being in comfort zones , they risk survival. There are no comfort zones any longer.

I see an urgency because those who burry their dream to survive are hurting.

I have seen friends and colleagues lose their jobs some struggle to survive and yet bills need to be paid . They are up the wall.

Passion project is also a soul journey for me to meet passionate people and discover and live my truth.

We all know this , each individual has a gift and it is unique.

Fear of the future and bills that need to be paid holds them back from living fully.

Comfort zones are cozy.

There is urgency also because the time we have on the planet is limited and no point of dying with your song yet in your heart , with regrets of not having lived.

Passion project is a message to discover and live your passion whatever that maybe.

And it is not about money or success or fame . Those are incidental.

The measures of success we have defined as a society are broken .

Living fully in ‘this momentum’ , NOW is all that is to life.

Doing something you ‘hate’ or living for the ‘paycheque’ is not in alignment with why we are here on this planet.

We are here to share our unique gifts with the world.

Also it is not about a goal . It is about the journey. It is about each day , each moment.

It is about being and living authentic life not a projection of others or the society.

It is about living your possibilities fully . It is about singing your song .

Ultimately it is about freedom to choose and living life on our own terms .

Passion project is a urgent call to be more alive , Free , NOW !

Sanjay Mudnaney

#passionproject

HOW I GOT OVER MY FEARS

I had the fear of flying, the fear would begin when I boarded a flight and if there was turbulence I would be in an internal mess .

I have seen panic attacks after I saw a close relative pass away suddenly with a massive heart attack. After the incident, I would land up in ERs at night with breathlessness , I was told that I am experiencing a panic attack . Nothing helped , no advice helped .

Today I love to fly places, turbulence is ok (unless it’s real bad ( : ) . I can walk into a cemetery , talk about death and be ok , panic just vanished never to come back.

How did this change occur?

1. Face the fear : I was running away , I wanted to run away . One day , I stopped, looked at fear in the eyes . Felt the fear in my body . I did not run . I got on the other side of fear and it vanished.

2. What is the worst that can happen ? I asked this question and the answer was “I will die”. And then it struck me “I am going to die anyway one day , everyone is going to die one day , why die NOW ! I will die when I have to , let me live NOW!”

3. In this moment : Being here now , dropping the future helped . I have learnt that in this moment, this moment as I write these words , there is no problem. When I get away from this moment, in the past or the future, stories begin .

4. Accept this deeply : In this moment, now there is no problem and “this moment is inevitable” , it has already occurred. No choice , can’t do a thing . Accept deeply without resistance.

5 . This too shall pass : I am not God , I am not perfect, I do get shaken up by events in life , I do falter , but I get up , I know “This too shall pass” , it does . One day we all will be dead and gone , my parents who are no more would have lived through so many fears , what is the significance now , nothing , it’s all dust .

When you deeply understand this that we are here momentarily on a journey as visitors on this planet , you will understand that this too shall eventually pass , everything will . Yet while on the journey, let us make the best of our time to live , love and leave a legacy behind.

Sanjay Mudnaney

#passionproject