In this episode of The Smart IT Podcast, I welcomed Lindsey Morrison, MBA and Katherine R. Dollar to the show to unpack the changing dynamics of the buyer–seller experience for IT. The discussion highlighted how traditional marketing tactics had left buyers fatigued and often defensive in follow up situations.

🔷 Workspace Construct Discussion | Improving the Buyer/Seller Experience

The real foundation of success lay in relationships and trust. On the seller's side, marketing and sales too often failed to collaborate closely enough. The discussion stressed the need for better alignment, data-driven prospect targeting, and geographical and persona nuance in campaigns.

The conversation explored creative ways companies had captured attention and emphasized that differentiation mattered more than ever in crowded markets. The guests warned that slashed marketing budgets and turnover in sales reps often broke trust with customers, making consistency and sales enablement essential.

My guests also noted a shift in marketing. While thought leadership would always be vital, the next frontier combined education with entertainment, appealing to younger, tech-native buyers. From puppies at booths to race car events to immersive experiences that educate, marketing teams need to continue to explore ways to connect with prospects.

The episode closed with the reminder that integrity and creativity never go out of style, and lasting business growth depended on building genuine, long-term relationships.

🔑 Key Takeaways

🔹 Traditional tactics have left many buyers fatigued.

🔹 Success started with relationships and trust.

🔹 Sales and marketing alignment was critical, especially when using data and geographic and persona nuance.

🔹 Creative engagement worked, with fresh and entertaining approaches.

🔹 The future of marketing mixed education with entertainment to reach tech-native buyers.

🔹 On the seller's side, a growing trend for smaller companies to leverage fractional CMOs/CROs expertise to address limited budgets.

🔹 Integrity, creativity, and long-term relationships remained the winning formula for sellers.

#SmartIT #Marketing #Sales #WorkspaceConstruct

Production: Brilliant Beam Media | Syya Yasotornrat

Show notes:

🔹Link to this episode: https://youtu.be/Nd70D7XDTbQ

🔹Lindsey on LinkedIn: https://www.linkedin.com/in/lbutcher/

🔹Katherine on LinkedIn: https://www.linkedin.com/in/katherinedollar/

🔹The Smart IT Podcast YouTube Channel: https://www.youtube.com/@thesmartitpodcast

🔹Captivate Website for all episodes: https://the-smart-it-podcast.captivate.fm/