The Crap of B2B Marketing
- Samson Husbands
- Sep 1
- 5 min read
Updated: Sep 2
The Bullsh*t Industry
The villains aren’t the salespeople trying to hit quota or the marketers working late nights on their next campaign. The real arseholes in all of this are the companies and platforms that have convinced you the only way to win is to spend more. Your money is going down the toilet, straight into their deep wells.
And everyone is lapping them up, forgetting the basics of why people love stuff.
It’s not that these are bad marketing channels or tools, but they only work if your sales and marketing are in a good place to begin with. Spend big on big things after you’ve got the core practices in place!
📊 Gartner and Forrester, flogging their Quadrants and Waves as if being top right magically closes deals. Buyers spending between $50k and $500k on reports no one cares about anymore. They are conning you, you are making it easy.
🖥️ HubSpot, Demandbase, Terminus, and 6Sense all sell dashboards, insight, intent data, and automation that promise the world but deliver the same dull noise as everyone else. Not only do these cost mega bucks, but they suck the life and time out of a great marketer. This is marketers trying to look smart and be on trend, it's good for their CV.
🎯 Google, LinkedIn, and the ad platforms all happy to swallow billions while 91% of B2B ads bore buyers to death. The so called ‘media leaders’ are just stringing you along, they want your money, and do not give a flying fuck about your results - they’ve got you hooked, it's lazy.
And now, AI systems flooding the internet with cheap, lifeless content. The more we “automate” our voices, the less human we sound. The more we spend on platforms, the more we add to the problem.
Jeez, if B2B tech organisations put just 10% of their growth budgets into helping sales do their jobs well, instead of trying desperately to be smart and modern, we’d all love marketing again.
The customer would love marketing and have better sales conversations.
We’d all hate ‘modern marketing’ a little less.
Finding Greatness!
Not easy, but worth it.
Why Buyers Are Tuning Out
30% of buyers pay not to be marketed to. Imagine that, people literally putting money down to avoid your ads.
Buyers aren’t tired of being sold to, they’re tired of being insulted. Boring ads. Corporate jargon. Analyst reports that feel bought and paid for. Endless systems that chase “intent” without ever sparking real intent.
We’ve lost the art of selling through story. We’ve forgotten that the only reason marketing exists is to make sales easier, to build credibility, and to earn attention. Instead, we’ve handed the budget to analysts, platforms, and ad vendors who don’t care if you win, as long as they get paid.
The Four Things That Actually Work
Strip away the shit, and there are only four things that matter in B2B sales and marketing:
📸 Premium Creative – Stories, visuals, and ideas that stop the scroll and start new conversations. If you look, sound, or feel like everyone else, you’re part of the problem. Shift mindset, open a new way of thinking, start discussions.
🏛️ Brand Strength – A company and personal brand buyers can believe in. Not corporate fluff—customer-led proof that you understand the problem. This has naff all to do with size, it’s about value and purpose. Use the company brand to your advantage, not the other way around.
🤝 Sales Credibility – Salespeople showing up as trusted advisors, not product pushers. Thoughtful, useful, human. Sales is an artform, it’s hard, but buyers can see if you care or not, so let’s care! If the buyer doesn’t see your qualities, you might as well pack up.
📢 Sales Reach – Consistency in delivering value, so that when the time is right, your buyers know who you are and why they should care. If you don’t have a reason to engage, you’re fooked, even if you are amazing!
That’s it.
Four things. Done well, month in, month out.
Everything else - automation tools, analyst endorsements, programmatic ad buys - is noise unless your basics are correct.
Visit the Revenue Marketing Index (RMI) to learn more about why these are the only four things that really work: https://rmi.revenuepractice.com/.
Feeding Sales, Not Systems
This is not about cutting marketing. It’s about making marketing useful. Every pound, dollar, or euro you spend should be judged on one thing: does it help salespeople sell?
Sales and marketing should not be at war. They should be arm-in-arm, creating stories that make buyers stop, think, and engage. That’s how you build pipeline. That’s how you protect budgets.
That’s how you find greatness.
The more you spend on Gartner reports, AI systems, or ad platforms, the worse you get.
The more you invest in storytelling, creative, and outcome-led conversations, the better you become.
Customer voices beat intent data every time. Outcome messaging beats automation every time. Real sales conversations beat dashboards every time.
Finding greatness… not easy, but worth it.
Marketing for salespeople and channel.
About Revenue Practice (RP)
Revenue Practice (RP) is a B2B technology marketing agency built for salespeople and channel. We fix one problem - how to consistently deliver sales without wasting budget on ads.
Premium creative, brand strength, sales credibility, and sales reach - they are the only things that really work. If you don’t have them first, everything else is wasted time and money.
RP arms sales teams with the stories, content, and demand plans they need to cut through the noise, build credibility, and win revenue.
Marketing for salespeople and channel.
RP’s Feel-Remember-Do.
✅ Feel: Finding greatness is not easy, but worth it.
✅ Remember: There are only four things that create profit from marketing.
✅ Do: Look at our profiles, get in touch if you have questions.
Thoughts from a founding Partner
Samson Husbands / Miserable Old Git
The more time I spend on LinkedIn, the more I hate this industry. Of course I play along, it’s part of the process, but every day it gets more painful to watch the waste. No one gives a shit about anything but themselves – every post and comment have an agenda.
Really strong marketers and amazing salespeople are being completely lost because budgets are funnelled into quadrants and so-called “intent” data. It’s madness. Platforms get rich, creativity gets poorer.
And now we’ve got AI. Supposed to be the promised land, but it’s just another messy tool that won’t get used well. It doesn’t make you better, it just makes everything noisier.
If you want to fix sales and marketing, stop buying the bullshit. Put the money where it works: creative, brand, credibility, and reach. That’s it. That’s how you sell. That’s how you win. It's just really hard to get right and keep doing.
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