Most B2Bs suck at Customer Experience (CX).

A simple truth: The more pains your b2b company solves for clients — with the least amount of friction to value and desired outcome(s) — the stronger their position will be to build a loyal brand following and recurring revenue base over-time.


B2B Companies are getting schooled by B2C brands when comes to Customer Experience (CX). Will they adapt or die?

Are B2C brands running a clinic on their B2B contemporaries?

When it comes to Customer Experience (CX), the answer is YES. But is the B2B world paying attention?

In case you haven’t, here’s a quick rundown:

Today’s B2C companies crush CX for their customers far and wide — think Netflix, Everlane, Allbirds, mahabis, Away, et al.

So, what do these…

B2B Companies are still light-years behind B2C brands when it comes to prioritizing Customer Experience. What’s their secret? And where can leaders learn new best practices to grow their business with CX?
  • Do you know any B2B executives or leaders that don’t want healthy revenue growth? (No.)
  • Furthermore, what if it came *without* risk of hurting customer churn, slowing net-new deals, or damaging brand reputation (yes please)

It’s possible.

There are some…*some*… B2B companies selling business-to-business products who are able to set…

  • B2B sales leaders are failing to use the power of recurring revenue to win in SaaS.
  • Existing Customers are an untapped goldmine of revenue.

Why aren’t more B2B tech leaders harnessing the power of recurring revenue to grow their business?

Is it being overlooked?

Is it a coveted secret for keeping an edge in today’s digital economy?


The battle for your Customer Base is about to get really real.

  • Today it’s 3–4x more competitive in B2B SaaS…

  • B2B SaaS companies must take the Customer Experience seriously to stay alive and thrive.
  • Creating delightful customer experiences is THE competitive advantage For companies that have or are looking to gain an edge in B2B SaaS.

The problem

Not enough SaaS companies do enough to delight their clients with CX.

One reason is …

Buyers have evolved to expect B2C experiences from B2B companies.

For SaaS…

The Rise of New Leadership in Tech

In the tech community exists a rarely curated cohort of highly skilled executives and leaders. Impressive on paper and impressive in person. They are unique for many reasons. And the key to your next promotion is understanding how to serve them.

Tech leaders are unique because of the expertise they…

7 High-Powered Sales Books for the High-Powered Businessperson in your life. Brought to you by The B2B Report.

In my experience, salespeople are tough to buy gifts for. (myself included)

With that in mind, save some time and sanity this holiday season and buy your loved one, co-worker, or friend a high-powered sales book that WILL help them succeed in 2019 and beyond.

7 High Powered Business Books for the Salesperson in your Life — via The B2B Report

Introducing the newest ‘old’ Growth Engine in B2B SaaS


It’s astonishing how overlooked the power of recurring revenue is [still] in the 21st Century.

Having a subscription base of paying customers is profoundly important in B2B SaaS. They‘re a goddamn GOLDMINE of revenue if you know what you‘re doing. It’s a money pit if you don’t.

Don’t believe me…

The B2C buying experience and the rise of B2B subscription based product offerings (SaaS) are two catalysts behind today’s obsession with Customer Experience.

The Customer Experience, or CX, is dominating the B2B subscription economy.

Why? Because it’s never been easier for buyers to replace a product with a solution of similar or equal value.

If you give the customer a reason to leave — they will.

If you don’t give…

Are you in Sales?

What about B2B Sales?

If you are, you’re at risk of contracting ‘Funnel Vision’ — the worst Sales disease of impacting B2B revenues since the discovery of ‘touch-base-itis’.

What is Funnel Vision?

Funnel Vision is a new-age illness that affects thousands of Sales Leaders, Reps and Executives throughout the world…

Aaron Cowell

Sales & Success Content for Leaders in B2B SaaS and Technology. Sometimes I blog on The B2B Report.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store