Why Going Live Is the Most Powerful Commercial Activity a B2B Business Can Do Right Now
From The GTM Reset – The B2B Operating System Podcast by Nigel Maine
June 2, 2026 · 1h 0m · Season 4 · Episode 11
About this episode
Nigel Maine discusses the inefficiencies of current B2B go-to-market models and the importance of live engagement.
Most B2B businesses are spending half a million pounds or more a year on a go-to-market model that doesn't work. Not because the people running it aren't capable, but because the model itself is broken. Tools that don't talk to each other. Teams whose job is to operate those tools. Outbound sequences that get ignored. And an ROI that is, almost universally, terrible. In this episode, Nigel Maine breaks down the structural cost of fragmented GTM, explains why serious B2B buyers do not respond...
People in this episode
Host: Nigel Maine
Topics covered
- B2B marketing
- go-to-market strategy
- live events
- business model
- ROI
- buyer engagement
Keywords
- B2B
- go-to-market
- live events
- business strategy
- marketing
- ROI
- buyer response
More episodes of The GTM Reset – The B2B Operating System Podcast
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- AI Query Your Entire Business - New B2B Operating System · May 15, 2026 · 56 min
- ARR per FTE Is the Only Metric That Matters · May 8, 2026 · 1h 11m
- Campaign Thinking vs Continuous Infrastructure: The B2B GTM Reset · May 1, 2026 · 1h 15m
- Gated Content Turns B2B Curiosity Into Resistance · April 23, 2026 · 1h 8m
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