How You're Sold Matters More Than What You're Sold with Rob Jones, Experience Development Manager

When competing firms have the same badges and accreditations, how they sell can decide who wins the deal. Rob Jones, Experience Development Manager at RevPartners, explains what buyers notice beyond the credentials. In this episode of AudienceLed Presents, Rob joins Brian Montoya to discuss how comedy, customer language, and the sales experience build trust in B2B. He shares why a joke can demonstrate that you understand someone's world, how helpful LinkedIn comments create familiarity, and what changes when customers explain your value to their peers in their own words. What you'll learn: Why Rob treats reactive marketing as a customer experience function. How comedy demonstrates shared understanding and earns attention for deeper content. Why the people and operating principles buyers experience can differentiate firms with similar credentials. How to use helpful comments on established LinkedIn accounts to reach an audience already paying attention. How customer interviews uncover pain points and product language your marketing team might miss. Why direct, honest conversations belong early in the sales process, before a deal needs rescuing. Chapters: 0:00 Rob Jones, INBOUND, and SOUTHBOUND 2:00 Reactive marketing and the HubSpot comedy bit 4:00 How comedy builds buyer trust 6:00 Building the creative muscle and reusable ideas 8:00 Differentiation beyond badges and accreditations 9:00 LinkedIn comments and barnacle SEO 11:00 Customer stories told in their own words 15:00 Familiarity, profile clicks, and trusting people 18:00 Honesty and level-setting in sales 19:00 What Rob values in HubSpot's customer response About AudienceLed Presents AudienceLed Presents is our curated feature series covering the people, insights, events, tactics, campaigns, tools, and media shaping B2B go-to-market today. Hosted by Brian Montoya. Connect: Rob Jones:   / rob-jones-a9878bb1   Brian Montoya:   / montoyanyc   AudienceLed: https://audienceled.com Subscribe:    / @audienceled   What has a team done during the sales process that made you trust them enough to choose them? #B2BMarketing #BuyerTrust #SalesExperience