Why people buy. And what gets in their way.
I'm Ben Watkins. I build campaigns for B2B tech companies and write about the decisions behind them: what you sell, how you explain it, and what gives someone a reason to buy.
Here I share campaign breakdowns, things I'm testing in my own business, and what I learn along the way.
"The first and only cold outreach I've responded to in my 20 year career."
One message that started a conversation.
He had just accepted my connection request. His company had just been acquired. I sent this:
"Thanks for connecting! Saw your company's now part of a larger group. Pricing and positioning two AI products into one story is (probably) the messiest part of any acquisition. Mind if I buy you a coffee and show you some breakthrough ways to approach it?"
He had a recent acquisition to work through. I brought him a specific problem we could discuss and asked for a conversation about it.
"Let's do it. What's your availability?"
He replied the same day, and we met the next day.
That doesn't prove which sentence got the reply. But it shows the kind of question I start with: what's happening in this person's business that makes this conversation useful now?
Work with me, or learn with me.
Hire ThisIsCopy when your team needs a campaign owned. Read along every week if you want the thinking behind it.
Hire ThisIsCopy
A campaign your team needs someone to own.
Through ThisIsCopy I build and run outbound and nurture campaigns for B2B tech teams. I own one campaign at a time: the list, the angle, the messages, the page, and getting it live. Then I stay involved to improve the work.
You set the priorities and approve the audience. Your sales team owns the conversations.
“He absolutely overdelivered. His campaign drove multiple first meetings, a lunch and learn, and pipeline activity.”Britt Prim, Chief Commercial Officer, Karias Health
Learn with me · La Vie Ben Rose
Campaigns and the decisions behind them.
My weekly newsletter about campaigns and buying decisions. I look at the offer, the message and what happened next, then explain what I'd keep or change.
"Ben has a natural talent for storytelling and an incredible ability to take our ideas, sometimes half formed or overly technical, and turn them into compelling, clear narratives."
Also Karias Health, Altitude, Parallel, Laguna Health, Ayin Health, Meru Health, Opsera, SmartCue, and SingleComm.
A bit about me.
I didn't start in marketing. I taught middle school. I worked as an EMT. I applied to nursing school too many times.
The whole time, I was writing copy at night. In 2022 I quit my 9 to 5 to do it full time.
Most of my clients turned out to be B2B software companies, more than 100 of them so far. Working with them pulled me beyond individual pieces of copy and into the whole campaign: who it reaches, what it offers, how it gets launched and what happens afterward.
That's the work I lead through ThisIsCopy.
This site is where I share what I'm learning, from client work I have permission to discuss and experiments in my own business.
I live in North Carolina with my family. We have five kids, with our sixth due in November. I work out of our garage, which is slowly turning into an office.
Quick answers.
Who do you help?
Through ThisIsCopy, I build and run campaigns for B2B tech teams. Here and in the newsletter, I write for anyone who sells something and wants to understand why people buy.
How do I hire you for a B2B campaign?
Through ThisIsCopy. I own one campaign at a time: the list, the angle, the messages, the page and getting it live. Your team sets the priorities and approves the audience, and your sales team owns the conversations. See how we work.
Can I work with you if I'm a creator or consultant?
Start with the newsletter. If you want individual help, reply with what you're selling and where you're stuck. I'll let you know whether I can help and what that would involve.