Episode Summary
In this episode of Tech Qualified, host Baylee Gunnell sits down with Tristan Pelligrino, Co-Founder at Marketers in Demand. They explore how B2B tech companies can craft offers that cut through the noise and drive real engagement in account-based marketing (ABM).
Tristan explains why strong offers start with a deep understanding of customer pain points. He shares the importance of moving beyond generic content and building no-brainer offers that deliver meaningful value—sometimes even quantified as a percentage of the annual contract value. Tristan also stresses the difference between resources and true offers, urging teams to segment and qualify prospects before extending high-value opportunities.
The conversation turns to messaging and testing. Tristan outlines practical ways to reach buyers through tailored emails, ads, and sales outreach. He encourages teams to test different angles, use real customer language, and rely on frequent iteration instead of waiting for perfection. The key is to launch, learn, and keep refining with real feedback.
Key Insights
Start With Real Pain Points, Not Generic Content
Effective marketing offers start with a deep understanding of the buyer’s true pain points. Instead of defaulting to generic resources like eBooks or product sheets, teams should invest time in talking to customers and sales. This helps uncover the urgent issues that drive action—what’s a “shark bite” versus a “mosquito bite.” When you pinpoint what keeps your audience up at night, you can craft offers that feel essential, not optional. Valuable offers solve a specific problem, quantify the stakes, or help the buyer benchmark their position. The best B2B offers are so relevant and practical that saying yes feels like a no-brainer. Focus on what matters most to your prospects, and your offers will stand out in a crowded market.
Test Messages and Offers—Don’t Wait for Perfect
Marketing campaigns do not need to be perfect before launch. Instead, teams should aim to get offers and messages into the market quickly, then learn from real feedback. Early tests can go out to current customers, small lists, or even individual contacts. Data from those first runs—clicks, responses, and conversations—will tell you what resonates. Small tweaks based on facts, not assumptions, make a big difference over time. Avoid long internal debates and subjective decisions. Use fast, focused testing to gather what works, then adjust as you go. This approach keeps campaigns moving forward and helps teams avoid analysis paralysis.
High-Value Offers Break Through the Noise
In B2B tech, noise gets louder every day. To earn attention, your offer needs to deliver clear, tangible value—often worth a significant portion of your product’s annual contract. Think beyond basic content. Free audits, custom research, or problem-solving workshops can open doors with the right prospects. When the value of the offer is obvious and immediate, buyers are more willing to engage, even if they’re not ready to purchase right away. This approach helps start meaningful conversations, positions your firm as a trusted advisor, and increases the odds of moving up the shortlist in complex, high-value deals.
Episode Highlights
Long Quotes
Tristan Pelligrino [~00:03:00]
“With account-based marketing, you’re really trying to strike up that conversation and get your company at the top of the list for consideration in solving whatever problem that they have. And that offer is really the most important thing, in my opinion, in getting that initial connection and either paving the way for a salesperson to have a conversation or even someone on the marketing side to get a foot in the door.”
Tristan Pelligrino [~00:15:00]
“Copywriting—it’s not like writing from scratch. It’s more about composing different words together. It’s like more of a puzzle that you’re trying to put together because there are a lot of inputs that you can get. You can get inputs from sales calls, customer calls with the customer success team, and you can just try to understand how people are talking about their problem in other webinars and podcasts that they appear on.”
Short Quotes
Baylee [~00:09:45]
“Talking with customers or talking to your sales team, because your sales team’s talking to customers most of the time, you’re gonna learn so much doing that.”
Baylee [~00:20:30]
“You can test things so easy and fast now. You don’t always need to start a campaign with a huge list. You can learn things really easy and get data back fast.”
Tristan Pelligrino [~00:06:00]
“In a lot of ways, it’s designing something that’ll solve a pain point or quantify a pain point to figure out how big a problem that they have internally and how important that should be to solve.”
Tristan Pelligrino [~00:13:00]
“It’s not always just one message that’s going to crack the code. It takes a lot of different, just more frequency in a lot of cases and describing it in different ways.”
Tristan Pelligrino [~00:19:00]
“Marketing is a never-ending process and it is really built on the conversations you have with prospects and customers. It’s testing for sure, but it’s also just trying out different things.”