B2B Marketing Isn’t Just a Funnel—It’s a Pool: Lessons from Scot Leonard Pt: 2
In a world obsessed with algorithms, trends, and viral moments, it's easy to lose sight of what really drives successful marketing: deep connection, real value, and consistency. In Episode 11 of the #IHateSocialMedia podcast, I sat down with marketing strategist Scot Leonard to dive deep (and sometimes splash around) in the ever-changing waters of B2B marketing.
Here are some powerful takeaways for business owners, marketers, and content creators who want to stop chasing trends and start building trust.
1. You’re Not Selling a Product—You’re Earning Trust
Scot dropped a truth bomb: only 3% of your market is ready to buy at any given time. So if all your content speaks to that 3%, you're essentially just making ads for people who already know they want you.
Instead, your focus should be on the 97% who aren’t ready yet. Those people aren’t in your funnel yet—and that’s okay. The goal is to stay top of mind by consistently delivering content that educates, entertains, or equips. Over time, as their needs change, you’ll be the brand they remember.
2. The Pool Analogy: Content for Every Depth
Scot's metaphor for content was genius: think of your content strategy like a swimming pool.
The shallow end is content that’s easy to consume, broadly relatable, and cast to a wide net.
The deep end is where you nerd out—super-specific, niche, and detailed. This is where you earn credibility with serious buyers.
You need both. Start with broad appeal, and once people are in the pool, invite them into deeper waters.
3. Authenticity Beats Over-Production
You don’t need a Hollywood set to make effective content. In fact, overproduced content can make people suspicious. Scot emphasized mixing polished media with raw, authentic moments—like face-to-camera videos on your phone or behind-the-scenes clips. These real moments humanize your brand.
What matters isn’t how fancy it looks. It’s what you say, how real you are, and how well you connect.
4. Reposting Isn’t Lazy. It’s Smart.
Scot made a compelling case for repurposing content. One of his TikToks hit over a million views. When he reposted that same video to Instagram—twice—it flopped. The third time? Over 2 million views.
Lesson: algorithms aren’t magic—they reflect ever-changing human behavior. Don’t be afraid to repost your best stuff. People forget, new followers haven’t seen it, and honestly, most won't remember they’ve seen it before.
5. Create a Media Brand, Not Just a Business Page
If nobody’s following your company’s page, that’s not a you problem. It’s a people problem—people follow people, not logos.
Create a separate media brand where your voice, your insights, and your industry personality can shine. Use that brand to talk about broader industry topics, not just what your product does. That’s how you earn a tribe, not just customers.
6. Help People Bake the Cake—But Not All the Way
Here’s a brilliant analogy Scot used: give away 85% of the cake recipe. That means give people real, tangible help. Educate them. Give away real strategies.
But most won’t want—or be able—to bake the whole cake. When they hit a wall, guess who they’ll call?
You.
7. Batch Content Like a Pro
Scot emphasized the importance of batch recording to maintain sanity and efficiency. Whether it's podcasts or short-form content, you’ll save time, stay consistent, and keep your message tight if you knock out a few episodes or videos in one go.
Just don’t forget to hydrate—your voice (and brain) will thank you.
The Final Word
Marketing isn’t about flipping a switch or pulling a lever. It’s about adjusting the fader—gradually tuning in to what your audience needs, wants, and responds to. It’s less like an instruction manual and more like learning to cook: ingredients matter, but so does instinct.
Scot’s approach reminded us that marketing isn't just about selling—it's about serving. Serve your audience consistently and authentically, and when they’re ready to buy, you’ll already have their trust.
Want to hear the whole conversation?
🎧 Watch Episode 11: Scot Leonard | The Nuts and Bolts of B2B Marketing Part 2 on YouTube.
