Introduction

Buyers feel like they are under attack from marketers’ constant emails and messaging, so they're essentially digging a moat for protection. They’re unsubscribing, deleting and ignoring anything that isn’t radically relevant to them. One of the things we have learned from history is that you cannot siege a moated castle head-on. Under difficult marketing circumstances, you do not take castles by force. All castles can be entered with a drawbridge. Instead of trying to force your way into the castle, try earning the attention of your buyer to actually get invited inside. 

In this episode, co-hosts Klaudia Tirico and Kelly Lindenau play back Baer’s insightful and memorable keynote speech at B2BMX in Scottsdale, where he explained the three drawbridges to gain buyer trust. 

RELATED LINKS

• Register for #B2BMX: Next-Level ABM in June
• Learn more about Jay Baer 
• Learn more about Convince & Convert