Overcoming the Challenge of B2B Buyers' Own Misperceptions of Their Problem - Vera Huebner
Vera Huebner, Chief Marketing Officer at Frankfurt School of Finance & Management, discusses re-educating B2B buyers in detail. Her insights explain how reframing challenges creates urgency and builds trust. She underscores the importance of positioning the brand as a trusted advisor before engaging in sales. Her message motivates decision-makers to rethink their approach and seize growth opportunities.
Overcoming the Challenge of B2B Buyers' Own Misperceptions of Their Problem A Conversation with Vera Huebner, Chief Marketing Officer at Frankfurt School of Finance & Management EPISODE 175 Steve MacDonald HOST:
Table of Contents • [1:48] Introduction to Vera Huebner • [26:14] Full Podcast Episode • [3:08] Episode Highlights Video • [2:16] Identifying Buyer Gaps Through Strategic Gap Analysis • [2:04] Establishing Trust Through Proactive Branding and Thought Leadership • [3:11] Leveraging Credibility to Outshine Competitors in the Education Space • [3: 46] Reframing Customer Challenges to Mitigate Business Risks • [2:58] Addressing Skills Shortages with Strategic In-House Training • [2:43] Transforming Satisfied Clients into Powerful Brand Ambassadors • [3:17] Harnessing Customer Voice to Unlock Revenue Growth • [0:41] Unlocking Brand Power Through Genuine Customer Relationships • [0:57] Short - Merging Brand Strategy and Direct Performance for Powerful Returns
ABOUT Vera Huebner Vera Huebner, Chief Marketing Officer at Frankfurt School of Finance & Management, discusses re-educating B2B buyers in detail. Her insights explain how reframing challenges creates urgency and builds trust. She underscores the importance of positioning the brand as a trusted advisor before engaging in sales. Her message motivates decision-makers to rethink their approach and seize growth opportunities.
FULL EPISODE "When speaking to a customer, you need to reframe their problem. Show them that they are facing a business risk and that you’re offering an opportunity to avoid it. That’s how you shift their perspective." – Vera Huebner
[3:08] Episode Highlights Video
[2:16] Identifying Buyer Gaps Through Strategic Gap Analysis "A big part of sales is building relationships with potential customers. Gap analysis plays a key role in this process, as it gently guides the customer toward realizing a significant need—and recognizing that you’re the person who can help fill that gap." – Vera Huebner
[2:04] Establishing Trust Through Proactive Branding and Thought Leadership "Nowadays, you must build trust and relationships across multiple touchpoints throughout the customer journey. That process starts with marketing and branding and then extends into sales." – Vera Huebner
[3:11] Leveraging Credibility to Outshine Competitors in the Education Space "Trust is built in many ways—stats help, but personal relationships matter more. Being liked and recommended within your network is key. At Frankfurt School, our 100 faculty members are trusted thought leaders, conducting top-tier research and teaching as authorities in their fields." – Vera Huebner
[3:46] Reframing Customer Challenges to Mitigate Business Risks "Companies often become so accustomed to their working methods that they may not realize they have skill or knowledge gaps. You need to make them aware that staying competitive requires keeping their workforce up to speed." – Vera Huebner
[2:58] Addressing Skills Shortages with Strategic In-House Training "We provide regulatory training but also essential skills to fill workforce gaps that are otherwise hard to address. Upskilling an existing team is far more beneficial than hiring new employees who may not be the right fit." – Vera Huebner
[2:43] Transforming Satisfied Clients into Powerful Brand Ambassadors "Strong relationship management is crucial—you need to track every step to ensure things are working for the client. When done well, this builds loyal customers who recognize your value. If you play your cards right, they’ll happily recommend you to peers and other corporate clients." – Vera Huebner
[3:17] Harnessing Customer Voice to Unlock Revenue Growth "It's crucial to have customers on your side—they need to become advocates for you. To me, the essence of successful relationship management is having customers so satisfied that they willingly help sell for you." – Vera Huebner
[0:41] Unlocking Brand Power Through Genuine Customer Relationships "You can have the best marketing and branding, but you need your customers to help promote the product." – Vera Huebner
YOUTUBE SHORT: "Strong relationship management is crucial—you need to track every step to ensure things are working for the client. When done well, this builds loyal customers who recognize your value. If you play your cards right, they’ll happily recommend you to peers and other corporate clients." – Vera Huebner
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