The article discusses the author's transition from working at Gymshark to launching their community marketing agency, Butterfly Effect. Emphasizing the importance of human connection in B2B marketing, the author realized that effective marketing encompasses authentic relationships rather than transactional interactions. They transformed their approach on LinkedIn, using it as a central strategy for business development, resulting in one of the most engaged personal brands. Instead of investing in traditional sales methods, they focused on creating a value-driven, community-centric agency without cold outreach or performance ads.
B2B isn't just business-to-business - it's human-to-human.
We wanted to be rooted in value, creativity, and community - not cold calls and closing scripts.
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