In this episode, Dan connects with the founder of the Marketing Advisory Network, author of Unleash Possible, host of the Unleash Possible podcast, and most recently co-author (with Dan and 34 others) of The Most Amazing Marketing Book Ever, B2B powerhouse Samantha Stone. With a passion for complex problem-solving, Samantha shares powerful insights on the value of communicating effectively with your customers  B2B communication is strategic, and all too often, businesses make the mistake of thinking it just happens. In reality, it takes time, and as it turns out, it’s one of the most intentional, strategic components of your entire business model. It takes effort to understand your customers, who they are, and what they need. Once you’ve done those things, it’s time to activate them with a message that brings it all together and ignites something special.  Neither Dan nor Samantha pulls any punches in this episode as they dismiss myths about marketing and share eye-opening insights that will get your gears moving in the right direction. They also discuss her book entitled, “Unleash Possible: A Marketing Playbook that Drives B2B Sales.” When it comes to B2B marketing, chances are Samantha has been there and done that. Now, she wants to make sure you reach that same place and do it better. Here's what you can expect from the show:  Insightful exchanges on the nuances of B2B and B2C communication.  The power of networking and value of intimate networks of influencers and contacts. The need for marketers and creatives to be amongst one another for a nurturing experience. The B2B Experience: stories, reputations, trust, and getting to know your customers. Narrowing it down to find out who you can best serve. The flaw of spending your way to success and growth.  Sales can do things that marketing simply cannot … because marketing isn’t always human.  Building sustainable customer relationships, not just securing a sale.  Sometimes you have to hold the hands of sales and show them the way.  The importance of managing internal stakeholders and understanding their “why”.  If everyone is focusing on the buyer, all the jobs become easier.  The remote workplace has changed the work-learning landscape.  Notable Quotes “Marketing, communications, whatever it is that we do, creativity, being curious, intellectual curiosity, they’re all so common across leaders in the field, but they need a valve or safe space to let ideas fly.” – (9:16) – Dan “Good marketing, great education is emotional.” – (10:19) – Samantha “Just because you don’t have the skill doesn’t mean you can’t get the skill.” – (22:24) – Dan “Businesses need to find niches that they can own and expand from.” – (28:50) – Samantha “Qualitative research is actually a little bit of a lost art.” – (36:44) – Samantha  “As human beings it is natural for us to put the most value on the product or service that is the hardest for us to deliver.” – (39:08) – Samantha “If we take the time to understand our customers, we’ll build businesses that have sustainable growth.” – (1:12) Samantha About Dan Nestle  The Dan Nestle Show (libsyn.com) Daniel Nestle | LinkedIn The Dan Nestle Show | Facebook Dan Nestle (@dsnestle) / Twitter The Most Amazing Marketing Book Ever About Samantha Stone Samantha Stone is a forward thinker and true champion of B2B communications. She’s the author of Unleash Possible: A Marketing Playbook that Drives B2B Sales and a leading contributor to the rapidly evolving world of marketing. A skilled researcher, highly sought after speaker and consultant, she’s authored several successful go-to-market efforts, resulting in recognizable results for brands across the business spectrum. The founder of Marketing Advisory Network, the arch of her career has seen her become one of the most trusted voices in the B2B space. Most recently, she has developed on-demand courses focused on mastering the art of finding and using buyer insights. She is a member of Mark Schaefer’s RIS