Why Distribution Is the Only Moat Left in B2B

Distribution is the only moat left in B2B. I still make content even though I don't love making it. That tension is worth unpacking.⁣
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Products get copied. Services get copied. Pricing gets undercut. But nobody can replicate the distribution you've built over years of showing up.⁣
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I gave a talk in Germany. 50 people in the room. A GM from a multi-trillion dollar company was in the audience. We closed an enterprise deal from it. Another guy watched the YouTube recording while he was in the restroom and reached out afterward. You cannot script that. You cannot buy that with an ad.⁣
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The deeper lesson here is about incentives. When you're selling into enterprise, you're not selling to a company. You're selling to a person who wants to look good in front of their peers. Help them get a promotion. Help them beat their counterparts in other divisions. Do that, and they'll refer you internally without you ever having to ask.⁣
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Distribution does the same thing at scale. It brings people to you instead of you chasing them. As an introvert, that changes everything about how I operate.⁣
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If you don't want to create content yourself, hire someone who will. The channel matters less than the consistency. What matters is that people can find you before they ever need to buy from you.⁣
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The companies winning in B2B right now are the ones that understood this two years ago. What's your distribution strategy? #shorts

Видео Why Distribution Is the Only Moat Left in B2B канала Eric Siu Highlights