B2B Marketing: How Richard Levy Wins the 95% Out-of-Market | Ep. 160

Episode 160 Frederick Dudek (Freddy D)

B2B marketing with Richard Levy centers on aligning sales and marketing to win today’s 5% in-market buyers while educating the 95% who aren’t ready yet. In this episode, Richard shares 25 years of lessons—from Santander’s graduate scheme to leading Sophera Marketing—on building demand without racing to discounts.

You’ll hear why thought-leadership newsletters outperform hard sells, how to use global cultural nuance in messaging, and why AI is a true business revolution to embrace—not fear. He explains “market in the gap” thinking, anti-discounting discipline, and the power of warm introductions to create lifelong superfans and compounding referrals.

If you want practical B2B marketing that compounds trust, this conversation gives you the frameworks and field examples to get started now.

Discover more with our detailed show notes and exclusive content by visiting: https://linkly.link/2HjPO

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Key Takeaways

• Sales–marketing alignment: Use field feedback to shape messaging and offers so both teams pursue the same ICP.
• Win the 95%: Create consistent, helpful content for out-of-market buyers; save hard sells for in-market moments.
• “Market in the gap”: Validate demand before building; a gap may exist simply because nobody wants it.
• Thought-leadership newsletter: One BIG monthly question, zero pitching, long-term trust > short-term clicks.
• Anti-discounting stance: Discounts pull demand forward, crush margins, and train buyers to wait. Hold the line.
• Global marketing nuance: Adapt tone to culture (e.g., UK indirect vs. Dutch direct) while keeping fundamentals constant.
• Embrace AI: Treat it like the internet shift—learn it, pilot it, and lead the pivot.
• Introductions > referrals: Warm intros collapse sales cycles and transfer trust instantly.

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Guest Bio

Richard Levy is a marketing consultant and mentor at Sophera Marketing with 25+ years in B2C and B2B. He began on Santander’s UK marketing graduate scheme and now guides SMEs globally on strategy, measurement, and executive mentorship. Richard is known for his “95% out-of-market” approach, anti-discounting discipline, and a no-pitch monthly newsletter that compounds trust.

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Freddy D’s Take

Richard’s operating system is pragmatic: align sales and marketing, respect buying timing, and earn future demand with useful ideas. His “95% not in market” lens reframes content from lead-grabs to trust-building—exactly what turns ecosystems into business superfans who advocate long after the campaign ends. Global examples reinforce that fundamentals travel, but tone must flex by...