Alright, let me say this upfront: this might be the most contrarian B2B marketing guide you’ll ever read.
Because let’s be honest…all the B2B marketing content out there is either boring as hell, or it just doesn’t work.
It’s full of gray corporate jargon, weird “enterprise-speak,” and people giving you magic cold email formulas that ALL sound the same.
“Do you mind if I send you a quick video detailing how we helped XYZ make $3039320942 with our SEO tool…?”
Everyone suddenly forgets that business owners are still human beings who scroll social media at 11 p.m. in their pajamas, watching memes and cat videos like the rest of us.
The advice you usually get is:
“Stay professional. Use formal language. Position yourself as an authority figure.”
And then people wonder why their LinkedIn messages get ignored.
Think about it this way – the most important deals in the world are rarely made in boardrooms.
They’re made on golf courses, at bars, during late-night text threads, or by two founders laughing about how screwed they were during COVID. Business is human.
Social media is human. If you forget that, you’ve already lost.
So, if you’ve ever thought B2B marketing on social media was boring, stiff, or a necessary evil… this guide is about to flip that on its head.
By the end of it, you’ll know how to position yourself so business owners actually want to talk to you, how to stand out in a feed full of “synergy and optimization” nonsense, and how to close deals by being the one voice that feels refreshingly human.
If I could tattoo one thing on your forehead (well, maybe not your forehead, but somewhere visible), it would be this: if you can make your prospect laugh, you’ve already won.
Even a light chuckle goes a long way.
Think about it.
Every CEO, founder, or manager is getting pitched all day long.
Their inbox looks like a battlefield of “just following up” messages, AI-generated LinkedIn outreach, and stiff proposals.
If your message is just one more in that pile, you’re TOAST. And not even a good toast.
But if you can be funny… Or entertaining… Or at the very least REMOTELY interesting…
…You disarm them.
Their sales resistance drops.
It’s kind of like sneaking past their sales defense system. For one second, they stop being “the decision-maker” and become just another human scrolling their phone.
So stop trying to sound corporate when selling to businesses using social media.
I want you to sound human.
Write like you actually speak. Crack a joke. Reference something in pop culture. Share a weird thought.
You know what happens when you do? They remember you. And that’s half the battle.
And don’t just stop at your DMs…
Make your content insanely informative but also radically different.
Yes, research what’s trending, sure. Look at keywords, sure. That’s very helpful stuff, and you SHOULD be doing it.
But then… twist it.
Add YOUR angle, your unique worldview.
Invent your own inside jokes, and even use words and references that belong only to you.
Remember this sentence:
Make your little corner of the internet smell, look, and taste different from everything else the business owner sees.
This is attraction marketing at its finest. You don’t win by being the same. You win by being the weirdly memorable one.
Yes, some people will absolutely hate your world… but so what?
Really, so what?
Others will LOVE IT, and this polarity will make your cash register ring. Always think about the cash register, never about random haters’ opinions.
Everyone wants the shortcut, but here’s the ugly truth: if you don’t have a ton of results or a portfolio yet, your only weapon is effort.
I mean… stupid amounts of effort.
For example, you can record personalized Loom videos for prospects (works like a charm).
But not cookie-cutter ones where you just make the AI switch the [name] and call it a day.
I mean you, sitting down and talking directly to their business problems.
And then… make an offer they can’t refuse (if you reply, I’ll give you all my inheritance and kids type of thing, but with your work)
Also, test out different types of outreach. If you’re just starting out, you have a LOT of testing to do before finding that “click”.
And when you send your outreach, show them you’ve actually thought about their business before hitting “send.”
As Alex Hormozi puts it:
“If you have no money, you should have no shame.
Knock. Call. Email. Text. DM. Ask.
Life-changing doors don’t open themselves.”
You know why this works? Because nobody else does it.
Everyone’s “too busy” firing off mass LinkedIn messages. Business owners can smell laziness from a mile away.
And let me say this loud and clear: if you don’t have results yet, working for free is not beneath you.
It’s literally how almost every successful agency, consultant, or freelancer got their first case studies.
Working for free puts you closer to money than sitting on your ass, “waiting for a client.”
I’ve worked for free. Everyone I know has worked for free at some point. Don’t let your ego get in the way. The closer you get to the money, the faster it comes.
Let’s play a game.
Just for a teeny tiny second…
… Stop thinking about your profit for a second.
“W-w-what…? How will I retire to Dubai?”, I can already hear you panicking.
When crafting your offer, step entirely into your client’s shoes.
What do THEY want? How can you give THEM as much ROI as possible, with as little risk or effort on their part as possible?
Conversely, this is how you’ll make more money with less work, too.
For example…
A simple way to do this is with performance-based deals.
Imagine telling a business owner: “You don’t pay me unless I bring you results. If I do, I’ll just take a small percentage of the sales I help generate.”
And then the business owner thinks:
“Why the hell would I say no to that? I’ve been burned by so many “experts”, but I don’t have to worry with this guy/gal!”
That’s how you make an offer stupid to refuse.
You simply remove the risk and stack the reward.
And yes, this means you’ll have to be confident in your ability to deliver (and only work with the right clients).
But that’s the point — if you can’t make your offer irresistible, why should anyone buy it?
Another way is with guarantees.
For example: “I’ll help you book 10+ calls a month within 3 months using my zero-ads content system, and if I don’t succeed, I’ll work for free for 2 more months. If that doesn’t work, you’ll get every penny back.”
When social media finds out about your irresistible offer, trust – it will convert.
Alright, let’s assume you’ve landed the deal.
Now what?
Here’s where most people screw up: they don’t have a process.
Please don’t wing it. Don’t get the money, and then scramble.
Nothing kills trust faster than chaos.
You need a process and a smooth onboarding. Something that makes the business owner think:
“Wow, this person has their shit together.”
What happens the second someone pays you? Do they get an email? A questionnaire? An onboarding call? How soon do you start work? How quickly do they see results?
The faster and smoother this is, the more they’ll trust you.
And trust compounds.
If you can entrench yourself into their business — so much so that getting rid of you would be more painful than keeping you — then you’ve already won.
Your goal should be to establish a long-term partnership as soon as possible.
Business owners love stability once you’ve proved your worth.
They want to know they can rely on you without thinking twice. And once you’re in that position, you don’t just have a client. You have predictability and safety.
Again, if you show long-term partnerships on social media, people are more likely to trust you.
I think it’s called… social proof? Ah, yes!
Selling to businesses is extremely hard, until you truly understand how to do it.
Then, it flips from mega-hard to ‘easy as a breeze’. Here’s some advice:
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