91. The Secret to B2B Marketing: Owning a Perspective w. Alex James

Smarter Marketer

B2B service firms have been told to niche down, build helpful content and trust the funnel. But in today’s competitive market, where everyone is applying the same formula, it’s not enough to stand out. When every firm looks and sounds the same, buyers tune out.

In this episode, Host James Lawrence, Co-Founder of Rocket Agency, sits down with B2B messaging strategist Alex James to unpack a smarter way forward. You’ll learn why having a clear perspective is more powerful than having the best tips, tactics or templates - and how your point of view can become your biggest differentiator in a crowded market.

We dig into the dangers of short-term metrics, why most B2B content fails to convert and how B2B service firms can win more work without blowing big budgets. This one’s for marketers who are done chasing clicks and ready to build something better.

Key Takeaways:

• Alex’s marketing journey and the story behind his viral post: A Niche is No Longer Enough
• What it means to have a “perspective” in B2B marketing and why it matters
• Why messaging is not the same as copywriting and why you should know the difference
• What to focus on when 99% of your audience isn’t ready to buy
• The unique marketing challenges faced by B2B service firms compared to B2B SaaS businesses
• How professional services firms use perspective to create perceived differentiation - when their offer isn’t obviously unique
• Why content built around “best practices” often fails to generate demand
• Real-world examples of perspective-led marketing - including what B2B marketers can learn from Donald Trump’s campaign messaging strategy

Guest:

Alex James is a B2B messaging strategist and the founder of Minimalist Marketing Co, a Melbourne-based consultancy that works with B2B service firms across the US and Europe. Drawing on over a decade of experience and a journey that spans multiple marketing roles, viral TikToks and content that’s shaped entire client pipelines, Alex helps firms build standout perspectives that resonate with buyers.

You can follow Alex on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.