From hidden pricing to sluggish payments to content that doesn’t help—too many B2B brands are creating friction without realizing it. In this issue, we break down how smart teams are flipping the script:
💳 Turning payments into deal-closing velocity
💸 Using transparent pricing to qualify faster
🧠 Replacing thought leadership with buyer enablement
📊 Learning from “Genius Brands” that invest in clarity over noise
Let’s get to it.
—Jay & Adam
💼➡️💥
💥 MARKET MOVES:
Bigger and faster: BofA enables $10M real-time B2B payments
Bank of America is rolling out full access to the RTP network with a $10 million cap, enabling instant vendor, supplier, and deal-closing payments.
Bank of America getting flashy with B2B payments
Bigger B2B deals can now move instantly
Think enterprise licensing, industrial orders, M&A milestone payments, and vendor pre-pays.
Embedded payment flows become a powerful reality
CFOs, procurement leads, and treasury teams can now close faster, reduce working capital friction, and tighten cash cycles—directly inside their existing systems.
👉 Takeaway:
Companies that control cash timing now control the close. Instant payments don’t just smooth operations—they accelerate decisions, unlock early access, and turn finance into a competitive weapon.
🌋 DEMAND & GROWTH:
Transparent pricing: It’s what B2B buyers really want
Nearly half of software buyers said their #1 wish was more transparent pricing. And the data backs it: Deals close 33% faster when vendors lead with clear pricing.
via TrustRadius
Here’s what’s really happening:
Buyers come in with a budget
Vendors hide the ball on cost
Both sides waste time on deals that never had a shot
The fix isn’t publishing your entire pricing calculator. It’s offering a baseline, a ballpark, or a “starts at” anchor that sets expectations and builds trust early.
For enterprise? Even more critical.
48% of high-price software buyers said ROI clarity was missing—and that’s a deal-killer.
👉 Takeaway:
In a self-serve world, transparency is how you remove the friction. Even giving a rough starting price can earn you the conversation.
🤝 Your messaging might be costing you deals
Your product is great. Your team is solid. But if your messaging isn’t landing, neither are your deals.
In B2B, buyers don’t have time to decode what makes you different. If your message isn’t clear, you’re losing revenue.
We help B2B brands craft messaging that sticks—so prospects instantly get what you do and why it matters.
Get some insight into how your messaging stacks up in just a few minutes:
✍️ THE MESSAGING LAB:
From thought leadership to buyer enablement
B2B used to reward brands for sounding smart. Now it rewards the ones that make the decision easier.
Thought leadership was once a credibility flex—your CMO had a POV, your CEO had a byline, your homepage had a manifesto. But buyers don’t need another perspective. They need a path.
Lube up those buyer pathways
The shift? From publishing ideas to equipping decisions.
Success means creating velocity. Think:
ROI calculators that crunch the numbers
Competitive tear-downs that skip the guessing
Self-serve demos that build confidence without a call
One-page checklists that make internal alignment easier
According to Sagefrog, 70% of B2B buyers are self-guided before talking to sales. And content that reduces friction—like calculators and decision tools—closes deals faster (Emlen).
👉 Takeaway:
Smart isn’t enough. Be useful and specific. Your content shouldn't just inform—it should remove a blocker.
📊 DATA & INSIGHTS:
OK Gartner, what on earth is a “Genius Brand?”
Every year, Gartner analyzes 1,200+ brands and ranks their digital performance. Only 3% make the cut as “Genius Brands.” These aren’t just buzzy logos—they’re the organizations outperforming on reach, relevance, and return.
So what can B2B leaders learn from them?
Three things, backed by data:
They invest in strategy, not just execution Genius Brands are 2x more likely to hire for long-term marketing strategy roles and 3x more likely to see their innovations hit the press. Translation: They’re playing the long game and seeing results.
They don’t guess what customers want — they know 44% of Genius Brands use Voice of Customer (VoC) platforms to decode needs, reduce CX churn, and fine-tune the message-market match. Most brands? Ehh, it’s closer to 15%.
They create perspective-shifting experiences One standout moment beats ten forgettable impressions. Genius Brands engineer content and touchpoints that educate, not just convert. (Home Depot’s productivity-first campaigns drove a 6.6x lift in impressions.)
👉 Takeaway:
If you're trying to grow in a noisy, resource-constrained world, don’t just invest in being louder, invest in being smarter.
Strategy, insights, and intentional experience design are the multipliers.
🤝 Guessing isn’t a strategy. Build one that works.
Too many B2B teams jump from tactic to tactic without a clear plan. Channels get noisy, messages get lost, and growth stalls.
Our digital strategy sprint helps you define a focused plan, prioritize high-impact moves, and align your team on what matters most.
Want clarity on your next move?
🔥 FAMOUS TAKE:
In B2B, the winner isn’t the one who says the most. It’s the one who makes the next step obvious.
A clear headline.
A self-serve demo.
A pricing anchor that saves everyone time.
A checklist that makes it easier to say yes.
In B2B, momentum is everything. And momentum starts with making the next move effortless.
—Adam
B2BOOM! is written and compiled by Jay Dingwall and Adam MacLean, principals at FamousFolks. We started this newsletter to share the ideas, insights, and strategies that actually move the needle for modern B2B leaders in a digestible format that respects your time.
Thanks for reading. You could be spending your time anywhere—we’re glad you’re here 💥
—Jay & Adam
Heads Up: In each issue of B2BOOM!, we highlight services from our crew at FamousFolks or friends we trust. When you see the 🤝, it means we’re sharing something we genuinely back. We only shout out things we believe are truly valuable for your business—no shady promos, just stuff we stand behind.