You’re Not Selling to Companies.
You’re Selling to Group Chats.
B2B marketers are taught to market to 1 person in mind. The decision-maker.
But that’s not how deals get done.
Your product isn’t chosen in a vacuum. It’s debated, dissected, and decided in Slack channels, iMessage group chats, and impromptu Zooms.
By the time an exec signs off, the team has already made up their mind.
If your marketing only speaks to the buyer and ignores the people actually shaping and SHARING the decision, you’re already losing.
The People You’re Ignoring Are Costing You Deals
Yes, the VP signs the contract. But, they’re not making the decision alone.
They’re listening to:
👀: The Marketing Ops Lead who ran the numbers and said, “This is too expensive.”
👀: The IT team that decided, “This won’t integrate with the rest of tech stack efficiently.”
👀: The end users who either love the product or are already slandering it in Slack.
And you know where these people talk?
❌: Not in the boardroom (most aren’t invited)
❌: Not on your well-planned sales call (most aren’t invited)
✅: In private group chats where they’re making the real decision
So, if your marketing is only focused on the buyer, you’re missing the people who can actually get your deal pushed through. Or, the people who killed before it even reaches the table.
What to do instead:
✅: Make it easy for internal champions to sell you. Give them quick-hit slides, stats, and screenshots they can drop in Slack.
✅: Create content that gets shared. Your audience should look smart when they forward your insights.
✅: Win over IT, Marketing Ops, and end users. If they hate your tool, the buyer won’t force it on them. Too embarrassing, and too risky for that buyer to go to bat for a tool that is already unpopular when mentioned.
Your Marketing Should Fit in a Slack Message, Not a PDF
If it can’t be screenshotted and dropped in a DM, it’s too complicated.
Most B2B marketers love long-form content:
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✅: Whitepapers
✅: Decks
✅: Thought leadership essays
Buyers? Not so much.
They’re not looking for:
❌: A 30-page case study — instead, a single killer stat that proves the ROI
❌: A 10-minute demo — instead, a 30-second clip showing how easy it is
❌: A generic benefits list — instead, a screenshot of someone saying “this tool saved me so much time”
How to make your content Slack-friendly:
✅: Format for mobile. Most buying convos happen in Slack, WhatsApp, or iMessage. Your content needs to look good there, and needs to be available across devices.
✅: Turn case studies into headlines. Instead of Company X improved efficiency by 47%…, try “We saved Company X 76 hours a week. Here’s how.”
✅: Make sharing the goal. If your marketing helps someone explain why you’re great in 1 sentence, they’ll pass it on.
Speak Their Language or Get Ignored
Most B2B messaging sounds like marketing.
Your buyers? They love memes and blunt Slack messages.
If your marketing doesn’t sound like how your buyers actually talk, it’s getting ignored.
How to sound like a real human:
✅: Use their words, not marketing fluff. If your copy says “leverage synergies,” start over. 🤭
✅: Call out real problems. If buyers are venting about a pain point, your ad should say, “Yeah, this sucks. Here’s how to fix it.”
✅: Make them laugh. No one shares a PDF. Everyone shares a meme that perfectly sums up their pain.
Customers Sell Better Than You Ever Will
A sales rep saying your product is great? Meh.
A customer hyping you up in their private Slack group? That’s what we want.
If someone asks, “Anyone used Vendor X?” and their colleague replies “Yeah, we love it”. Congrats, you just skipped half of the sales cycle.
How to get more of those moments:
✅: Showcase real customer conversations. If a buyer Slacks their team saying, “We literally can’t live without this tool”, that’s your next ad.
✅: Encourage unfiltered, casual testimonials. A LinkedIn post from a real user will outperform a scripted case study every time.
✅: Make your customers the hero. If someone looks smart for picking you, they’ll talk about you more. And, they’ll renew you.
Be the Easiest Answer in the Group Chat
When a team is considering your product, the internal debate moves fast.
You’re not competing against just other vendors. You’re competing against the easiest, least disruptive option.
If someone asks, “Does anyone have a tool for X?”, your name needs to be the first thing that comes up.
How to make that happen:
✅: Be everywhere. The more your name pops up in industry convos, the more likely you are to get recommended.
✅: Make your value crystal clear. If someone has to dig through a website or a deck to understand why you’re better, they won’t bother. It’s all in the headline on homepage hero.
✅: Help your champions handle pushback. Give them quick, simple responses for when someone says, “But, isn’t Vendor Y cheaper?”
Bottom Line: If You’re Not in the Group Chat, You’re Not in the Deal
Your marketing shouldn’t just be seen. It should be passed around, debated, and hyped up. Before your sales team even steps in.
Would someone screenshot your content and send it to their work Marketing Bestie right now?
If not, you’re already losing.
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