Satisfy your craving for better B2B marketing results.

#1
The word "community" misuse matrix

Online communities are having their day in the sun right now, and I’m here for it! Folk are seeking deeper connection and sense of belonging in their professional and personal development journey.

That said, the word "community" gets quite twisted into different bits in marketing. Tasha Van Vlack created a great cheat sheet of what these differences are, and what a next step would be to get closer to your goal with community. While aimed at the social impact sector, her post reminded me of the unease I felt at SocialEast conference in October. 'Community' was all the rage at their panels and talks, but a lot of them felt centered around "how to make people that buy your products do your marketing for you". Tasha's take is far more powerful for us service providers, IMO.

My question to you: what online communities could you offer value to? Some put out calls for folk to run masterclasses or workshops for their members.

#2
If selling feels harder, read this

I love Adriana Tica's brain, which is conveniently given to us via her newsletter. And holy moly her "If selling feels harder, read this" issue is timely!

You may be aware that I'm conducting a listening tour about the biz goals of solo consultants. One common theme in interviews has been that sales cycles feel longer and decisions are being delayed (thanks to the state of everything). Adriana has receipts to validate these feelings. She digs into why its happening, and what you can do about it. I find that if I understand what’s going on around me, I have more confidence to make decisions I have control over.

My question to you: what concern is your ICP facing that you could address in your marketing so they feel validated and supported?

#3
Dealing with the ghosting problem

Since we're on the topic of selling*, here’s a podcast about what's going on with prospects not responding to your proposals. "Dealing with the ghosting problem" was a delight to listen to:

1. Fun metaphors (Craigslist Missed Connections, anyone?)
2. Being honest about what "I'm interested" actually means.
3. Deceptively simple tactics you can do to get your arms around this problem.

While 2Bobs is aimed at creative agency owners and consultants, this episode is suitable for any sector where you are responsible for closing clients.

My question to you: how can your proposal show you understand your prospects’ world, instead of just a menu of options to choose from?

*As much as I love marketing, I also believe that it can't do all the heavy lifting for you. Sales processes and skills are necessary, and only feel slimy and wrong if you let 'em be.

#4
The 3/5/7 year slump: why you can't rely on referrals forever

Every day I count myself lucky that I work with some of the coolest, smartest, kindest people on the planet. Consultants, therapists and knowledge experts are a special breed of caring nerds that deserve full roster of clients at all time! I also understand many don't have marketing or sales expertise, so it makes sense to focus on referrals as a way to get new business.

Thing is, I've notice a pattern of year 3, 5, and 7 where the referrals dry up and folk are like "Oh no! My pipeline!" So I wrote an article that addresses:

• Specific reasons referrals taper off at the 3/5/7-year marks.
• Signs your referral network is no longer carrying your pipeline.
• Mindset patterns (cough, resistance) that make marketing feel icky or impossible.
• How to depend less on referrals, while making your existing referral system stronger.

That slump? Totally normal, not a personal failure. It's your business telling you it's ready for a glow-up. Step back, face the resistance, and take small, strategic actions to rebuild your pipeline!

My question to you: what language did your referral partners use to explain why someone should work with you? Are those same words in your marketing?

It's the end of February and already my 2026 goals are being tested 😬

I started my strategic planning in October of last year. I go all in for like, 3 months with reflections, ways I’ll track things, and creating my dashboards on Miro.

But lately, little things here and there want to nibble at my business strategy.

• New programs by my fav creators.
• New networking events in cool places.
• New tools to save me time/money.

Wouldn't hurt if I just added them to my list of things to do/learn/try... right?

Alison stawp! Hold on! Let’s check in: his isn't me being open to opportunity.

This is me self-sabotaging.

Preying upon my own need for hits of dopamine and sense of accomplishment. Because I'm in the not-exciting-at-all middle part: The part between the excitement of planting seeds, and the satisfaction of harvesting the fruit.

I don't wanna water or till soil anymore. I want the fruit now, dammit! So what to do? Well, here's what I find helpful.

1. Look at my past years reflections. I'll see all the times I felt this way before (because it's normal) AND what I did about it. It gives me strength.
2. Look at the timelines I set for my goals. I'll see I'm right where I'm supposed to be, and that the urge to speed things up is silly. It gives me space.
3. Realize I'm focused on the negative. There's a correlation to me wanting distractions after consuming content that makes me feel inferior, when I lose a deal, or something didn't go my way. It gives me perspective.

Now self-sabotage shrinks and slinks away because I've strength, space, and perspective by my side. Because I'm growing actual juicy fruit over here... and those distractions are just gummy candy shaped like fruit.

And I'm not interested in that sugar crash. What about you, Darlin'?

Recent topics I helped folk figure out:

• How to translate client testimonials into messaging that attracts the curious.
• How to make expertise content more SEO friendly.
• What a minimal viable email marketing system can look like.
• How to prioritize multiple ideal customer profiles (as a webinar for Paro Canada).

Want to feel more confident and grounded about what you're saying to who?

I offer Marketing Clarity Sessions to determin the right messaging needed to help you obtain your business goals. Then we decide on the best out best route to take, complete with a 30-day action plan. Includes 2 weeks of advisory with yours truly so you don't ghost your marketing and get the traction you deserve!