The method
Relational outbound
Relational outbound is a B2B growth strategy that builds relationships with prospective buyers before asking them to buy.
More about relational outbound
Hi, I'm Paul.
I build buyer communities for B2B companies
Each one is private, built for one company and one buyer role.
- 50+ communities built
- 6 podcast conversations
- Founder of Bridgio, based in Utah
It works for B2B companies like yours
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305+
qualified meetings in year one
Customer support leaders
Client-reported
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4
communities, grown from one
Product testing leaders
Client-reported
I design the sessions and run the conversation
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Before the first session
I check that the audience is big enough and design the sessions around what those buyers care about.
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In every session
The client's founder opens it. I run the discussion and keep it useful for everyone in it.
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Behind the work
My work has spanned facilitation, community growth and membership relations.
Where it came from
Why I built relational outbound
Paul Jones Founder of Bridgio Twelve years ago, I watched cold outbound become one of the primary ways startups generated leads. Massive calling teams and email campaigns became the standard approach to B2B growth. I was there. I saw it firsthand.
But I never believed it was a model built to last.
Today, sales and marketing teams are working harder just to reach the same buyers. Multiple email accounts, complex DNS setups, deliverability tools, and endless campaigns have made outbound more complicated, while getting buyers to engage has become harder.
We're putting more effort into reaching people and less into building relationships with them.
I believe it's time for outbound to evolve.
Instead of starting with what we want from buyers, we should start with what we can give them. Create value first. Build relationships before asking for meetings, demos, or sales.
That's why I built relational outbound.
Traditional outbound starts with an ask. Relational outbound starts by giving.
Build relationships first. Create revenue from the trust that follows.
Recent podcast appearances
I've talked with these hosts about buyer communities and relational outbound.
Notes on relational outbound
Short articles on choosing the right buyers, running useful sessions and following up without a pitch.
Words you'll hear us use
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Your community
Brain Trust
A Brain Trust is what we call a community: peers in the same role who meet online. Clients can give theirs another name.
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Your contact
Connection Chemist
Your Connection Chemist is the person at Bridgio who runs your community day to day, from the invitations to the reminders.
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Your sessions
Webinot
A Webinot is our session format: small groups of peers talking with each other. It's the opposite of a webinar.
Find out if your buyers qualify
A free 20-minute call.
You'll talk with Paul Jones, Bridgio's founder.