Why your sales strategy is broken #b2bmarketing #sales

12 Oct 2026 · 1 min

Watch on YouTube

1:00

In this coaching segment, Robin Waite interviews entrepreneur Chantelle, who runs a business that redirects leftover event materials to charities, community groups, schools, and social enterprises. Chantelle outlines her current sales approach: she has segmented her audience, is emailing them, using LinkedIn Sales Navigator, and managing contacts in a CRM, yet feels stuck. She identifies her dream clients as Meta and Snapchat and wonders where to find the decision‑makers—likely marketing or experiential directors—who may not attend the typical events she targets. Robin points out that relying solely on LinkedIn and generic industry events misses a crucial ingredient: a hyper‑intentional, multi‑channel outreach that meets prospects where they actually gather. He emphasizes the need for repeated, varied touchpoints—about seven interactions—to attach a face to a name and leverage Chantelle’s strong personality and purpose‑driven brand. The conversation highlights the gap between existing tools and a strategic, relationship‑focused outreach plan.

LinkedIn's
rubbish. Okay, great.
Chantelle, do you wanna do like a 10-second pitch on what it is that you do?
We take all the materials left over at the end of events and give them to charities, community groups, schools, and social enterprises rather than them going into recycling or landfill.
You have a specific challenge at the moment which you're struggling with. What is that challenge?
My audience, I've segmented them all. I am emailing them all. I'm online on Sales Navigator. I've got a CRM system. I know it's a numbers game, but I don't know what else I can do.
Is there like a dream client that you would love to work with?
Meta and Snapchat.
Where do you think they might hang out? My first instinct would be LinkedIn's rubbish.
Okay, great.
Well, they probably are at industry events. It's just there's one key ingredient missing from that.
Well, it's me, but not at the events industry events. I don't know where. It's probably a marketing director or an experiential director. They're probably at a different kind of event that I'm not going to.
There you go. So there's a clue there. So it's about being hyper-intentional about all forms of marketing. You have a great personality. You have a great business there that's doing really purposeful, meaningful things. You know, it takes 7 experiences with somebody before you attach a face to a name with what they do.