A quick recap of the NbD this week:
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Recently published
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The Nearbound Mindset
Weak leaders divide. Strong leaders unite.
If you want to be a strong leader in B2B SaaS and help your company get to its promised land, it starts with a Nearbound mindset.
What is the Nearbound mindset?The Nearbound mindset is simple. It’s the belief that every person, team, and company unites under one mission: the only thing that matters is the customer and the people they work with.
For years, we’ve siloed departments and created poor incentives. Internally, that created competition, and externally, it created customer frustration and lack of trust.
B2B made that mistake years ago, and though people have voiced their concerns, there’s never been a need to change.
Not until recently.
In the past couple of years, buyers have started demanding more. They’ve begun blocking cold-outreach, ignoring inbound attempts to attract, and started guarding their most valuable assets: money and time.
Some see this as a problem.
We see this shift as an opportunity to course-correct what went wrong years ago, the move away from customer-centricity.
Outbound and inbound put the company at the center of the conversation and the customer outside it.
Outbound said: I have an offer. I build a strategy to target and sell to my customers.
Inbound said: I have an offer. I build a funnel strategy to attract my customers and convince them to buy.
Nearbound is radical in that it puts the customer back in the center of the conversation.
Nearbound says: We have a customer. Our customer has people they trust. That information defines our strategies.
Let’s unite B2B, together. |
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