Launching Multiple Billion-Dollar Brands

FOMO works even in a B2B environment. No one wants to be left behind or miss out, so you’ve got to tell a story that makes them say, “If we don’t act now, we’re going to be left behind.”

Jeff Hoffman — the philanthropist and serial entrepreneur behind billion-dollar companies including Priceline.com and Booking.com — joins Connor to talk about the power of storytelling and the overlap between B2B and B2C marketing. Learn how to leverage FOMO — and why your CEO may need to stay out of sales calls.

Key Takeaways

• Contrary to what many people think, B2B and B2C marketing overlap because no one sells to companies — they sell to individuals. They might not be consumers, but in B2B marketing, you are targeting people with their own goals and opinions.
• If you’re not a good storyteller, you don’t belong on sales calls — even if you’re the CEO. Find storytellers to pitch your product.
• When you tell a story and connect with people on an emotional, human level, they’ll remember you, and that will help you make the sale.

More Highlights

Ask organizations what product they bought and why. By reverse engineering that decision-making process, you can learn more from an after-sale interview than from a pre-sale one.

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Watch the full interview below: