Gavin is joined by PR and marketing specialist, Mike Maynard, the Managing Director/CEO of the Napier agency, and host of the Marketing B2B Technology Podcast.Mike discusses the ways in which the needle has shifted dramatically for marketing in the wake of lockdown, and how this has allowed for sales specialists to focus in narrowly upon tighter demographics.Sign Up Here: https://bit.ly/biz-pod KEY TAKEAWAYSSince lockdown, marketing has become far more of a front-end component in sales, enabling a greater ability to target specific niche customers.It's far more valuable to focus on a smaller number of incoming customers, than it is to attempt to appeal to “vanity metrics”. Site traffic means little is each enquiry cannot be effectively transitioned.We must never underestimate the value of the customer journey – the route by which a potential client goes from knowing nothing about you, to becoming a customer.It is not enough to simply know how to market to a company. We must also recognise the need to market to a specific person within that organisation – the buyer, so to speak – everyone involved in decision making will have different needs.BEST MOMENTS‘I believe in solving problems rather than overcoming challenges'‘The first thing I see is people just trying to make all the numbers move up' ‘If you can get a higher conversion rate, you're going to get a better return'It's way too easy to get hung up on the tool' VALUABLE RESOURCES The Business Mastermind Podcast  Napier - www.napierb2b.com Mike Maynard LinkedIn – www.linkedin.com/in/mikemaynard Marketing B2B Technology Podcast - https://podcasts.apple.com/gb/podcast/marketing-b2b-technology/id1485417724 ABOUT THE HOST Gavin Preston Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer andhigh-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years. Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontlineManagers. He is an expert in Business Growth Strategies, Peak PerformanceMindset, Persuasion & Engagement, Marketing, Productivity, LeadershipDevelopment, Team Development & Motivation, Leading Change, StakeholderManagement, Personal Effectiveness and Behavioural Change. CONTACT METHOD Gavin Preston WebsiteGavin Preston LinkedInGavin Preston YouTubeGavin Preston FacebookGavin Preston Twitter  Hosted on Acast. See acast.com/privacy for more information.