The Real Reason You’re Not Selling (& how to fix it)

62% of buyers stay with a worse solution and it has nothing to do with price.Drew Giovannoli joins Jake and Ding on Episode 3 to break down how buyers actually make decisions. He's the Chief Product Marketer at Buried Wins, a win-loss research agency where he's done 1,000+ buyer interviews helping B2B revenue teams understand why they're really losing winnable deals.In this episode they talk about why buyers don't switch vendors, what actually closes deals for technical buyers, and what a $50K distribution-first content campaign looks like in practice.They also get into:How case studies help buyers make a decisionWhat buyers expect from a sales repHow to distribute a research reportWhy price isn't the main reason vendors lose dealsWhat win-loss interviews tell you that data can'tIf you're in sales or marketing and keep losing deals, tune in to learn how buyers are really thinking when they say no.  #b2bmarketing #salesstrategy #contentmarketing #marketingstrategy--Timestamps:00:38 Intro + guest Drew Giovannoli01:38 Buyer Truth report overview02:00 Why buyers stick with worse vendors03:43 Sales reps and locus of control04:17 Only 15% of sellers show up prepared04:52 Why ungated content builds more trust05:20 What "prepared" actually looks like to buyers06:21 Shaping buyer perception vs. competitors07:00 Buyer Truth as a piece of B2B content07:41 Buyer Truth campaign distribution strategy09:13 Full $50k campaign cost breakdown10:43 Optimizing podcast clips for social12:12 Using AI to backdoor better hooks13:10 What makes a good research question14:24 Stat quiz #1: AI mandate15:46 AI mandate = more vendor switching16:07 AI doesn't mean cheaper17:28 Stat quiz #2: competitor research18:31 Stat quiz #3: who picked the cheapest software19:33 Why buyers pay more20:14 Buyer enablement story: Ding at Yelp21:26 Case studies for technical buyers22:13 Product trials as the top trust builder23:30 Takeaways from Drew interview24:48 Budgeting for distribution25:49 Why technical buyers are the hardest to sell to26:35 What makes a good case study27:13 SPIN framework applied to case studies30:38 Lead with the problem, not the solution31:34 Hero's journey framework for case studies32:00 Word of the week: Sprezzatura34:00 Outro