B2B Marketing Is Broken (Because You’re Ignoring the Group Chat)

TL;DR: You’re not selling to one decision-maker—you’re selling to the group chat.

Deals get made (or killed) in Slack threads, DMs, and chaotic team convos—not on polished sales calls or inside boardrooms. If your marketing isn’t simple, sharable, and screenshottable, it’s not getting passed around.

Speak human. Make it easy to share. Win over the whole crew—not just the exec with the pen. ___________________________________________________________________ You’re not selling to companies. You’re selling to group chats.

Ever thought your job was to convince one person—the decision-maker—to sign off?

Same.

I used to build whole strategies around this mythical figure. Gave them a name. A face. Once, I even created a fake LinkedIn profile for them just to get in the zone (don't judge).

But here’s the thing: You’re not selling to a single person. You’re selling to a group chat.

That Slack thread? That emoji-heavy iMessage group? That impromptu 10-minute Zoom where someone says, “This probably won’t take long”—and it totally does?

That’s the real decision room.

By the time your pitch gets to the VP or the Head of Whatever, the team already made the call. Quietly. Casually. Without you.

The people you're ignoring are killing the deal before it even starts.

Sure, the exec signs the paperwork. But they’re not calling shots in a vacuum.

They’re listening to:

👀 The Marketing Ops lead who looked at your pricing and said, “This feels... steep." 👀The IT team who read your integration specs and immediately noped out. 👀 The end user already dragging your UX in Slack like it stole their lunch.

And guess what?

They’re not talking in the boardroom. They’re not hopping on your beautifully prepped sales call. They’re making real decisions in private chats, side threads, and hallway conversations.

If your marketing only speaks to the buyer and ignores the crew actually influencing the decision, you're toast.

How to actually show up where it matters:

✅ Make it easy for your champions to pitch you. Give them snackable slides, quick stats, even a one-liner that sounds smart when dropped in Slack .✅ Create content that’s screenshot-worthy. If it makes someone look clever or ahead of the curve when they share it, it’s gold. ✅ Win over the skeptics. IT, Marketing Ops, and end users. If they’re not vibing with you, no buyer is going to force it. It’s too risky—and frankly, too awkward.

If your content doesn’t fit in a DM, it’s too complicated.

You love whitepapers. Buyers? They love screenshots.

That 30-page deck? Not getting read. Your gorgeous demo video? Too long. That “benefits” list? Meh.

Instead:

✅ Drop one killer stat. ✅ Clip 30 seconds of actual product magic. ✅ Screenshot a real message from a user saying, “This saved me three hours. Bless.” ✅ Format for mobile—if it doesn’t look good in Slack, iMessage, or WhatsApp, it’s getting skipped.

Talk like a human or get ignored. Most B2B messaging? Sounds like it was written by a robot trying to impress a thesaurus. Meanwhile, your buyers are sending memes and blunt messages like, “Do we need this tool or nah?”

If your copy doesn’t sound like how your buyers actually talk, they’ll scroll right past it.

✅ Use their words, not jargon. (If you write “synergy,” I’m logging off.) ✅ Acknowledge the pain. Say the quiet part out loud: “Yeah, this part sucks. Here’s what to do.” ✅ Make them laugh. Nobody shares a PDF. But a meme that drags the problem they’re facing? That gets reposted.

Customers sell better than you do. Period.

A sales rep hyping your product? Meh.

A peer saying “We love this” in their Slack? Game over. Half the sales cycle, gone in a flash.

So make those moments happen more:

✅ Screenshot real convos. Yes, even the casual ones. Especially those. ✅ Encourage unfiltered testimonials. “This tool slapped” > any case study you’ll ever write. ✅ Make customers the hero. If they look smart for choosing you, they’ll talk about it.

Be the easiest “yes” in the group chat.

You’re not just competing with other vendors. You’re competing with default mode. With doing nothing. With “eh, let’s deal with it next quarter.”

You need to be the name that gets dropped first.

✅ Be everywhere. The more your name shows up in convos, the more familiar—and safe—it feels. ✅ Make your value crystal clear. Like, homepage headline clear. ✅ Help your internal fans shut down objections. Give them snappy replies to, “But isn’t Vendor Y cheaper?”

If you're not in the group chat, you're not in the deal.

Your marketing should be passed around. Debated. Screenshotted. Hyped.

Would someone send your content to their work bestie right now? If not... might be time to rethink what you're putting out there.