How to Create Powerful B2B Messaging That Converts

In today’s competitive B2B marketing landscape, where trust gaps are widening, convincing and demonstrating to a buying committee that you’re the right partner has become more challenging than ever before. It requires a deeper understanding of a company’s challenges, the demand triggers, the selection process, and decision-making dynamics. So how can marketers craft B2B messaging that influences and engages with every member of the buying committee?

That’s why we’re talking to Doug Abbott (CEO, Contrasted Marketing), who shares proven strategies on how to create powerful B2B messaging that converts. During our conversation, Doug discussed the importance of B2B marketers tailoring messaging to address the specific concerns, needs, and priorities of the different buying committee members. He also emphasized the value of audience-led messaging and recommended leveraging internal and external research to develop a robust messaging matrix. Doug shared some common mistakes and warned against relying solely on AI for messaging. He also explained why human expertise and strategic differentiation are paramount to crafting messaging that truly stands out.

https://youtu.be/XltT_ALUGLI

Topics discussed in episode:

[2:04] The importance of targeting different members of the buying committee in B2B marketing

[2:45] Where most marketing teams struggle regarding the buying committee

[4:08] How to craft effective messaging tailored to different buyer personas

[5:17] Key pitfalls B2B marketers need to avoid when approaching the buying committee—and what to do instead:

Focus on audience-led messaging over product-led messaging
Research and identify pain points
Segment the audience and target based on needs
Position the products to address the pain points and needs

[11:00] Strategic positioning and how to influence the buying committee

[14:46] The role of AI in messaging and competitive analysis

[22:51] Actionable tips for B2B marketers on improving the effectiveness of messaging:

Identify the buying committee members
Understanding their pain points through customer and sales insights
Build a messaging matrix to align messaging with the specific needs of each buying committee member
Test the messaging through A/B testing

Companies and links mentioned:

Transcript

Christian Klepp 00:00

We all know that in B2B marketing, convincing and demonstrating to a buying committee that you are the right partner and company of choice is no small feat. It requires a deeper understanding of a company’s challenges, the demand triggers, how they buy, how they make decisions, and their selection criteria. So how can B2B marketers develop the right messaging that speaks to different members of the buying committee. Welcome to this episode of the B2B Marketers on a Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Douglas Abbott, who will be answering this question. He’s the CEO and Founder at Contrasted, which helps B2B companies not only generate leads, but also get the right results. Tune in to find out more about what this B2B marketers mission is. All right, and I’m gonna say, Mr. Douglas Abbott, welcome to the show.

Douglas Abbott 00:55

Thanks. Great to be here.

Christian Klepp 00:57

Great to have you on the show. Douglas, I’m really looking for this conversation, because, man, this is something that I think B2B marketing teams really need to pay more attention to. Let’s not keep the audience in suspense for too long. Let’s just dive right into the topic. If we can, let’s do it all. Right, fantastic. Okay, so Douglas, you’re, I’m gonna say you’re on a mission to combine strategy, execution and proprietary AI to drive real pipeline. But for this conversation, I’d like to focus on the topic of how B2B marketers can develop messaging that speaks to different members of the buying committee. And I know a lot of people, they probably glaze over that, or they probably feel that that’s someone else’s job, but I have been in situations as I’m sure you have, where I’ve seen that go, all right, right, so let’s kick off the conversation with two questions, and I’m happy to repeat them. Okay, so question number one is, why do you think it’s so important for B2B marketers to understand who the different members of the buying committee are? And number two, where do you see most marketing teams struggle regarding the above?

Douglas Abbott 02:04

Yeah, so you know, I think the reason it’s so important is that in most of these, you know, large B2B purchase decisions, it’s going to touch multiple departments. So you know, those decisions to buy a product like they rarely rest with one person. There is the buying committee. So when you talk about the buying committee, you know each person is going to care about different outcomes, and they’re going to want different things from a product, from a software. So, you know, the CFO might want cost efficiency, the head of ops might want usability. The CIO might care about how it integrates with their current tech stack.

Douglas Abbott 02:45

So and I think where I see people struggle is that they will focus on a generic message that might be relevant to an organization, but they’re not actually speaking to the needs and outcomes that those individual members of the buying committee want.

Christian Klepp 03:04

Yeah, yeah, no, that’s absolutely right. It’s, it’s this whole, I hate to use this, because I feel it’s so overused, but like, one size fits all right. Like, it’s one of these. Like, okay, well, let’s just have this very top level generic messaging that that appeals to everybody. But yeah, guess what? No, it does not to your point. It’s the CFO. One of my favorite people is, yeah, is going to look at something? It’s going to look at it from a different lens, as compared to somebody who’s in operations, who is in procurement. I imagine procurement, slash purchasing. Who is in it, or the CSOs, etc, etc, right? So…

Douglas Abbott 03:48

Yeah, yeah, exactly.

Christian Klepp 03:50

Okay. And why? Why do you think it’s all so based on, based on that and based on understanding that all of these people have different roles and responsibilities. What role will the marketing team have to play in investigating and finding out who those people are and what they’re looking for? As a follow up question.

Douglas Abbott 04:08

The marketing team should know who, everyone in the organization should know who the members of the buying committee are. If that’s not happening, then you know the marketing team should be talking to leadership, to sales, to everyone about, you know, understanding who those people are when it comes to, you know, marketing’s role. That’s where we can talk about, you know, how to focus messaging. So I think in overall kind of message about your company, what your product does, like one broad message, it’s okay, but when you think about how to actually move people through the pipeline, you need to speak to each one of those people individually. So that’s where marketing can help craft what those messages need to be to each one of those people on the buying committee.

Christian Klepp 04:59

Yeah, absolutely, absolutely. I’m going to move us on to the next question, which is about these you know, if we’re talking about crafting the right messaging, right for members the buying committee, what are some of these key pitfalls that B2B marketers need to avoid, and what should they be doing instead?

Douglas Abbott 05:17

I would say that people are probably focusing a lot on product led messaging. My product does this. It does that. It can save X amount of time, X amount of money. All those things are good, but they need to be applied to the right person. So it should be focusing on audience led messaging. And then, you know, later, that’ll bring us into how do you segment your audience? How do you target them differently? You’ll need to figure that out, but you can have an overall message that goes to everyone, but you also need to supplement that with, you know, the key benefits, values, outcomes that each person is going to get. Who’s on that buying committee?

Christian Klepp 05:58

Absolutely, absolutely. What are some of these other pitfalls that you think they should be avoiding, or perhaps what should they be doing instead? Is rather understanding, like what each of the pain points of these members of the buying committee are, because that way they would understand, okay, so the finance guy has a different pain point from the operations guy, which almost sounds like table stakes, but in reality, if you dig deeper to understand, okay, so that’s what their challenge is. That’s what they’re mandated to do, and therefore, that’s what they’re looking for in a solutions provider, that knowledge might be helpful, right?

Douglas Abbott 06:38

Yeah, exactly. And that’s kind of where research starts to come into play. And I think that’s another big area where marketing can help.

Christian Klepp 06:44

Absolutely. And thank you for setting that up. And so please do tell right, how can, how can they help by and how can they lead with research? Walk us through that process.

Douglas Abbott 06:57

Yeah, so I think there’s, there’s kind of two places to look for research. There’s internal and there’s external. When you’re talking about internal, you know, your sales team, your customer support team and your customers, there’s so much you can mine from that you know your sales team can help understand, like, which product features or benefits can, you know, really light up the conversation when they’re doing a demo, customer support can tell you pain points, how they’re feeling. And then you know, most importantly, like your customers can tell you exactly how your products helping them. And you know that can, that can be at the individual buying committee member level. It doesn’t have to be at an organizational level. And then I think the other is kind of the external, so that can be things like industry trends, industry pain points, regulatory environment, you know, all those things are there, and they can kind of help guide you on how to position your product to solve problems. And then you can kind of look to combine that external and internal research into, you know, a coherent messaging strategy, and then start to, you know, build out your messaging matrix.

Christian Klepp 08:12

Absolutely, absolutely no, some really great points I have. I had one or two follow up questions for you to just talking about, like, understanding the customer’s pain points and seeing where they’re at in terms of, like, Okay, this is the challenge they’re facing. This is also perhaps what was the demand trigger right like, this is what motivated them to look for the specific product or solution and and based on that, they’re trying to look for the right service provider and determine which one of these service providers then fits within their specified criteria. Would it also make sense? And I know this is harder to do, because, believe me, I’ve gone through it. But like would it also make sense to interview, if possible, clients that perhaps turned clients that are no longer using the product because they were not satisfied. And I know that’s a much more complicated conversation to have, but it might also be interesting to understand like, this is the reason why we stopped using the product. This is the reason why we weren’t satisfied, because it’s also, it’s also about the continuous improvement of said solution, right?

Douglas Abbott 09:24

So, yeah, definitely. I mean, I think that that’s super important, like, even beyond the marketing use case, just in terms of, like, how an organization’s functioning, you know, is it? Is it the customer service that was the problem? Is it, you know, a specific feature of the product that was a problem? There’s so many things there, so really understanding just why someone would churn would be, you know, really, really key for the organization. And then, you know, I think you can, you can address that through product, and then start to work it into your marketing copy as well.

Christian Klepp 09:55

Yeah, yeah, no, absolutely, absolutely, walk us through this a little bit like in terms of, because we know that it’s important to do this customer research right, and it’s important to, like, determine, Okay, how do we craft this messaging that appeals to the different members of the buyers committee? Theoretically, that’s exactly what we should do. And yes, absolutely, you’re right. Let’s go ahead and get it out there, but I from my own experience in reality or in application, that could be a very complicated logistics exercise, right? So walk us through just based on your experience. How, how should marketers and the other departments, because they need to work in tandem with other teams, right? They shouldn’t be like doing this in isolation. Walk us through. Walk us through that process. Like, how do they, how should they go about doing that research? How do they get buy in from the other departments so that they feel invested in as well, that it’s not one of these? Like, oh gosh, here, here’s marketing again. What do they want this time, right? Like, leave me alone, right?

Douglas Abbott 11:00

When you kind of start off and get buy in from the other departments, you know, take them along on the journey and make sure they understand it’s for everyone’s benefit, not just for marketing’s benefit. So for sales, as an example, they, you know, ask them when they’re on calls with prospects, who’s on the calls? What’s the positive things they’re responding to? What’s the negative things they’re responding to? And just say, we’re trying to make your sales calls actually easier, because we’re going to message the positive benefits to prospects, and they’re going to know all this coming in, and we’re going to address the things they’re concerned about before you even talk to them. So that isn’t something you have to spend time talking about. That’s kind of like one example for the sales team, but you can do that across the organization, and hopefully everyone kind of sees the benefit in that.

Christian Klepp 11:54

Yeah, yeah, no, absolutely, absolutely. Based on your experience, how can developing the right messaging for the different members of the buying committee? A, strategically position companies against their competitors, and B, influence and help members of the buying committee to make an informed decision.

Douglas Abbott 12:14

I think the strategically positioning yourself against competitors is a really cool one. I’ll just say one of the things we’re doing internally is like, we have a tool, and what does it that kind of looks through all of the review sites, G2, Capterra, kind of all of those like B2B review sites, and it kind of parses the data and separates it into positive and negative themes for the product and for customer service. So what we do is, you know, we can run that for you can run that for your company, and you can run it for your competitors. So then you can kind of start to see the differences. So if you start picking up a trend that your competitor doesn’t have very good customer service, you can start to include that in your messaging, as you know, a real differentiator. And you know, potentially try to try to push those competitors clients, or if someone’s deciding, you know, they can hopefully choose you. But yeah, it can be a real strategic differentiator if you can find something that you’re particularly good at and your competitor is not good at. And then I think you know on the second point in terms of influencing the buying committee, every member of the buying committee is going to need their concerns addressed before they sign off on a deal. So the faster that you are, you know, addressing those concerns through your marketing materials, through your sales teams, through your messaging, the more velocity your pipeline is going to get and the faster you’re going to close deals.

Christian Klepp 13:51

Absolutely, absolutely, you touched on something that I wanted to go back to, like you mentioned that you have this tool that helps to review not just a company’s website, but competitors websites as well. And it helps to separate like positive from negative reviews and so forth when it comes to like, research and perhaps even crafting messaging. I mean, like, look, we are in 2025 and I can’t help but ask you this question about AI, right? How has, how has AI helped to make this process more efficient? And I’m trying to be careful about the way that I word this, because I’m not trying to imply, please use AI as a shortcut, right? That’s not what I’m implying at all. But like, just from your experience, how has that helped? How has AI helped you and your team to craft this right messaging for the buying committee?

Douglas Abbott 14:46

The thing I like about AI is when it’s done right, it enables us to do things we wouldn’t have had the time to do before. So our team would not have had the time to look through hundreds and hundreds. If not, thousands of Capterra reviews and G2 reviews and put them into boxes and summarize and do all those things. But AI can do that. So, you know, as long as you can kind of get something purpose built for, you know, an AI purpose built for something that you actually need and is going to deliver value to you, you know, I really, really like it. So we’ve been able to do that, and, you know, really do these competitive analysis that just would have taken either too much time or would have cost, you know, tens of thousands of dollars to have a research firm do it. So that’s, that’s where I see, I see the benefit. I think the thing you have to watch out for is, like, the kind of, do it all AI, sort of things. Like, you don’t want to just like, go to a ChatGPT box and say, like, Hey, can you summarize all the reviews of Capterra and on for, you know, it’s just not gonna, gonna do it right? But if it’s done with, you know, built properly, with good prompt engineering, and it’s, you know, repeated and tested, it can be a huge value.

Christian Klepp 14:57

Yeah, that’s a really great point. But I want to, I want to go back to that Douglas, because you, you brought up a very important topic. I was, in fact, just asked the same question about an hour prior to this recording.

Douglas Abbott 14:57

Yeah.

Christian Klepp 14:57

What’s the danger of using something like ChatGPT to craft this messaging that appeals to the buying committee? Like, what’s the danger in doing that? And how do you address and I’m sure you’ve gotten this question from prospective customers, right? Like, why do we need you guys to develop the messaging when we can pop this into ChatGPT talk to us about, like, what the danger is in doing that?

Douglas Abbott 15:30

Yeah, I would say the first danger is that, like, ChatGPT is very confident, yeah, so it’s gonna give you something, and it’s gonna sound really confident about what it gives you, and you know, it might be right some of the time, but if it’s not sure, it’s probably going to make something up and just kind of tell you what you want to hear. So, you know, the you know, the danger is that you kind of trust ChatGPT, because you want to save some time or save some money on your messaging plan, you get a messaging plan that’s totally wrong, and then you go spend your media dollars, sales time, sales teams time with an incorrect message that ends up kind of costing you more money because It wasn’t properly vetted, and, you know, wasn’t, you know, wasn’t the right message that your buying committee members kind of need to hear.

Christian Klepp 17:47

And there you have it. There you have it. The other thing too is that ChatGPT will spit out something that’s quite generic in my experience, and it’s also really hard to verify, because, you know, you can’t really see the sources, right? That’s the other thing. So it might lend itself to things like plagiarism, right? Which, which people who are not in this field or not, who are not in this discipline probably don’t really think about much, but yeah, that is serious too, right?

Douglas Abbott 18:15

Yeah. And you know, in all of the tools we use internally for ourselves. They all have the AI tools. They all have. They cite every source that they use to come up with something. This is more for when we’re doing research. But, yeah, you want to verify. You definitely want to.

Christian Klepp 18:34

Absolutely, absolutely, and you know, especially in this day and age, where I know if this has been your experience, it certainly has been mined that the trust gap is getting bigger and bigger. Like customers tend to be more distrustful just because of how much information, or perhaps even misinformation, is out there, right? So they always want to verify it, and that’s why you have these, you know, fact checkers, right? Love them or hate them, right? Even after a press conference, fact check what he said, right?

Douglas Abbott 19:04

Yeah, yeah, totally. I mean, it’s, you know, one of the key trends across, like, everything in life, right?

Christian Klepp 19:11

Absolutely, absolutely, if you can, can you give us an example, perhaps even from your own company, of, like, a client that you’ve helped in terms of developing this, this right messaging for their for their clients, buying committee, right? And maybe, maybe they were dealing with some kind of challenge, and they came to you and then, and then walk us through how you help them solve that challenge.

Douglas Abbott 19:38

Yeah. So, you know, we go through pretty comprehensive process where, if someone knows exactly who their buying committee members are, that’s great. We’ll work with that. Kind of do the research there, to find their pain points, find the industry trends relevant to them, all those things. But if they don’t, we will, we will kind of start there with the buying committee, and then we’ll kind of have that. Check internally, you know, with their sales team to make sure, like, those are the people who are on the calls, who are signing off, kind of getting insights there. You know, we had one, which was one, one client of ours there, like, like, kind of, like an ERP (Enterprise Resource Planning) solution, and, like, a really specific technical field. And, you know, they were talking a lot to the people who would use it on the day to day basis. But when we came in, we kind of realized that they weren’t talking to the CFOs, and that was, you know, a potential blocker on a lot of the deals. So we started, you know, specifically messaging the CFOs in the relevant industry, and they’ve actually turned out to be one of the biggest lead sources, because, you know, they’re on that buying committee, and they hear, Oh, we can get more efficient, you know, both in terms of, like, our operations time, and also save money. So, you know, it’s a really kind of appealing message to them.

Christian Klepp 21:07

Yeah, absolutely, absolutely. And again, it would have been difficult to, like, find that out had you not done any due diligence to, like, find out exactly. Okay, so what is it that these that the specific function is dealing with and what’s motivating them, again, going back to the whole demand trigger thing, what’s, what’s motivating them to go out and find a solution, and what appeals to them that when they see the message, they’ll be like, Yeah, you know what? That’s like. That’s exactly what I’m going through right now.

Douglas Abbott 21:35

Yeah, exactly. And I think just, and just as important as like, addressing their concerns up front. So if you know, a problem in this particular example, a lot of times is like, it takes a long time to switch. If you’re switching Europe, it’s like, you know, six months or 12 months to switch. And no one really wants to go through that, but this company is usually able to do it in about six to eight weeks. So just like having that insight, getting it up from the messaging can really, you know, lay a lot of concerns, you know, before they even happen.

Christian Klepp 22:05

Absolutely, absolutely like, it’s, it’s like quantifying the benefits right? Upfront, fantastic. Okay, we get to the point the conversation where we’re talking about actionable tips, and you’ve given us quite a bit already, right? But again, just imagine that there is somebody out there, a B2B marketer that’s listening to this interview, and that’s saying, You know what? This topic that Christian and Douglas are talking about. This really speaks to me, because this is exactly what we’re going through in terms of crafting the identifying who the members of the buying committee are, and crafting messages specifically for them, what are like based on everything that you’ve said, if you were to recap it like into three to five points, what would you say they can do right now, to take action?

Douglas Abbott 22:51

Yeah, you know, I think one, if you aren’t clear on who the buying committee members are, raise that with you know, sales leaders, leadership in general. You know, that’s kind of a code red, like, you know, companies should really know who the members of their buying committees are. I think once you know that, what I would do is try to talk to two or three people with the job titles from those buying committee members who are your customers. So, you know, interview them if they’re happy to do it. Maybe offer them a little something you know, like, like discount or something you know, something if, if you need to. But you know, try to understand what pain points your products solving, and also, if there’s any outcomes that they’ve driven from the use of your product, because, you know, that can lead to a case study, super compelling. But yeah, that would be kind of the first thing is to talk to them. I would also talk to sales, and I would say, Okay, we have these members of the buying committee. Are they all on the phone with you, you know, when you’re talking, when you’re trying to close a deal? What are both, you know, what do they respond each what does each one of them respond to, positively and negatively?

Douglas Abbott 24:12

And then, are there any kind of, like features or portions of the sales demo that kind of make the light go off, kind of get the insights from, you know, your customers and your sales team. If you can do that external research on, you know, industry trends, pain points, those sorts of things, then you can start to build a messaging matrix so you can say, Okay, this is, you know, buying committee member, one they care about this. Our product solves it in this way. So we should message, you know, in this way. And then once you build that matrix, kind of audit your current marketing materials, assets and everything, and see kind of what you have that would, you know, align to basically those line items. 90s, and what you would still kind of need to build, or, yeah, need to kind of create.

Christian Klepp 25:06

And I guess it’s also really important to test that messaging, right? Like, it’s not, it’s not one of these, like, I used to call them the internal high fives where, like, everybody internally goes, Yeah, that’s the right messaging. And then you take it out, and it’s like, nothing, right?

Douglas Abbott 25:18

Yeah, every, every messaging you know, AB, AB testing is super key, and that can be on everything from, like, just the basic kind of text, like headline, to the asset you’re promoting, if you’re promoting, like, a case study or a white paper, or, you know, something else. Yeah, testing is always, you know, really important.

Christian Klepp 25:42

Absolutely, absolutely. All right, sir, get up on your soapbox. What is the status quo in your area of expertise that you passionately disagree with? And why?

Douglas Abbott 25:55

Yeah, I think I, you know, I touched on some of this already, but I kind of want to talk about AI, and because I hear a lot of both, AI is going to replace all marketers and AI outputs are garbage. And to me, both of those are wrong. For me, AI should be used for the things. AI is good at speed, scale, repeatable tasks, but humans still need to be in charge of the strategy, especially if that part of the strategy is telling AI what to do. You know, again, for me, like the best AI, is niche. It’s purpose built. It’s for a specific task. You know, I don’t think that there’s any AI that can come in and run a company’s whole marketing right now, like, you can’t just, like, go in and say, Hey, run my marketing. That’s not going to work. But I do think it’s very possible for an AI to, you know, be great at research, or be great at looking for insights in a data set or coming up with a content strategy, if it’s given the right parameters. So I think I am very in the middle of AI is horrible and is going to replace everyone, and or and can do everything. And AI is horrible because the outputs are garbage. I am kind of firmly in the middle of, there’s some good, there’s some bad. It just needs to be used the right way.

Christian Klepp 27:24

Yeah, absolutely, absolutely. I mean, I always tell people, “Look, there’s a time and place for AI, I think to just completely reject it is foolish, because it’s creeping into every industry, right? It’s not just marketing. I mean, it’s creeping into law. It’s creeping into healthcare, right? Like, yep, I know, but I know about the US, but like a lot of the banks over here in Canada, when you call the hotline, that’s AI, how can I help you today? And then you, you have to, you enter, I’m not gonna say a prompt, but like, You, you, you, you, you talk about what it is you want to do. And then they put you into that designated like, like channel or waiting line, right? And then, and it takes about like 20 minutes to actually get a hold of a real person, right? So, yeah…

Douglas Abbott 28:15

Pressing zero, operator, operator, yes, correct, correct.

Christian Klepp 28:20

Or yeah, or even, like these, these chats that you see on websites, right? Like that pop up, right? How can I help you today? Douglas, right? And then, and then it gives you the options, right? I mean, all of that’s AI, so, I mean, I feel for certain tasks like that, I think it’s, I think it’s okay, right? But again, to your point, and I strongly believe this true, do not like rely on AI to craft specific messaging for members of a buying committee in a specific industry segment that AI might not necessarily know much about, right?

Douglas Abbott 28:54

You might use it to gather information that you use to craft the messaging, but ultimately, like you need to be the expert. So, you know, use it to help, help, you know, make your expertise even more…

Christian Klepp 29:08

Absolutely, absolutely. So here comes the bonus question. So rumor has it that you once were based in a place called Singapore. And for those of you that don’t know where that is. It’s a small city state in Southeast Asia, and you set up your at the time, your company’s office and operations there, if memory serves me correctly. So the question is, what did you learn from that experience abroad? And how is that? How has that influenced? How has that influenced your life and your company?

Douglas Abbott 29:47

I mean, it was, it was a really formative experience for me. And I think if I take one lesson from it, it’s, it’s like, you know, get out of your comfort zone, especially if you’re kind of in your 20s, and you’re not tied down to a place, person, etc. I was, you know, living in New York for a while, working at agency there, got the opportunity to go over to Singapore, and, yeah, you know, I was kind of at the point where I was feeling like, Okay, I’ve, like, been in New York. It’s really fun. I like it, but it is. It’s starting to feel the same. And, yeah, just, you know, getting that opportunity to go over there, really, you know, opened up my whole, like, worldview, my experiences, you know, I wouldn’t have a company had I not done that. And, yeah, I think it’s like, you know, it can be a bit scary, but if you get the opportunity, like, you know, just try to try something, get out of your comfort zone a bit.

Christian Klepp 30:48

Yeah, fantastic, fantastic. Like, I suppose one of the significant differences, because I spent a bit of time in Singapore myself, right, is the work ethic. It’s significantly different from, I would say North America, right? Like not to say that I am an advocate of that type of work lifestyle, because I had colleagues that would really like power through the night, right? And that’s maybe not necessarily a very healthy mindset to have, right? But, but what did you take away from that experience where people, you know, it wasn’t like it, it wasn’t uncommon. Let me. Let me put it that way, for a lack of a better description, it wasn’t uncommon for people to be at the office. You know, they’re still at the office at eight or nine, eight or nine in the evening, taking calls.

Douglas Abbott 31:38

It helped me think about what I wanted, you know, from my own life, of like, trying to eventually get to some more freedom of schedule, you know, eventually, kind of starting my own business. Yeah, I think, I think it, you know, it, it is kind of crazy to see. And we had another office that got later, opened in Japan later, and that culture was, like, even more. It was like, you know, I was like, people were just, you know, we’re getting emails at midnight, like, every day. Oh, my God, this is, this is like, crazy, but, yeah, you know, it’s, it’s, I guess you can, you can take the positives and the negatives from, you know, the places you go and what you experience, and just, you know, try to apply them into what you want from life.

Christian Klepp 32:26

Absolutely, absolutely. Douglas, this is such a great conversation, you know. Thanks again for coming on the show and sharing your experience and expertise with the listeners. Please. Quick intro to yourself and how folks out there can get on to you.

Douglas Abbott 32:40

Totally. Yeah. So my name is Douglas. I’m the Founder and CEO of Contrasted Marketing. We’re a kind of small agency focused on strategy execution for B2B marketing. We’ve kind of our own suite of proprietary AI tools that we use. And, yeah, we’re kind of just, you know, experts on LinkedIn, Google ads, all the, all the B2B platforms, yeah, on a personal level, I’m a dad of two. I love playing basketball and watching English Premier League in my spare time. Yeah, and that’s that’s got me. So you can reach out to info@contrastedmarketing.com or go to https://contrastedmarketing.com/ and fill out our form to get in touch.

Christian Klepp 33:25

Fantastic, fantastic. So who’s your favorite team?

Douglas Abbott 33:28

Liverpool.

Christian Klepp 33:29

Liverpool. Okay, how they’ve been doing lately? Like, the last time I checked it was, yeah, they had a they had a bit of a tragedy, didn’t they, like, couple months ago?

Douglas Abbott 33:38

Yeah, they did. That was very sad, yeah, but yeah, the season just started last weekend, and yeah, currently the reigning champion. So they’re good.

Christian Klepp 33:53

Fantastic, fantastic. Once again. Douglas, thanks so much for your time. Take care, stay safe and talk to you soon.

Douglas Abbott 34:00

Awesome. Thanks so much for having me. Christian.

Christian Klepp 34:03

All right. Bye for now.

Podurama

Home

Trending

Personal

Your Podcasts

New Episodes

My Files

Favourite Episodes

Tags (Folders)

Recently Played

Bookmarks

Followed Playlists

Ep. 191: How to Create Powerful B2B Messaging That Converts

B2B Marketers on a Mission

AI Chapters

AI Insights

Reviews