Why Your B2B Offer Isn’t Converting (And How to Fix It)

B2B (Business To Business) offers fail because they’re unclear, too costly in time or money for the prospect, or simply not aligned with what the customer needs and would be willing to pay money for.

Start with the easiest rule: don’t ask for time or money up front

"“I’ve seen the offer work best when it doesn’t require anybody’s time and quite frankly anybody’s money.”"

In B2B land, the two things companies guard most jealously are time and budget. If your offer requires a long onboarding call, hours of data assembly, or a credit card upfront with a thin free trial, you’re creating friction. Make the initial step easy, quick, and low-risk for the prospect.

The anatomy of an offer that actually converts

High-converting B2B offers are built from a handful of components that work together:

·        Clarity: The prospect must instantly understand what they get and what it costs them (especially in time).

·        Low friction: Minimal setup, no long forms, and preferably no required access to sensitive systems.

·        Perceived value: It should feel worth the prospect’s attention. Not every free offer converts, but the right free offer opens doors.

·        Timing & relevance: Match the offer to something the prospect already cares about or has to do (compliance, audits, renewals).

·        Real urgency: Genuine time-bound reasons (seasonal budget cycles, compliance deadlines) beat fake FOMO every time.

·        Specificity: Target a narrowly defined buyer and problem. The more specific, the more compelling.

Real examples that teach

·        Free useful assessment that schedules itself: A podcast guest offered a free podcast improvement audit with an automated booking link—clear, immediate, and simple. That’s 99% more effective than “I’ll give you an assessment” with no follow-through.

·        IT audits got commoditized: A story about an “IT audit stick” showed how easy it is to let competitors replicate your offer. If your differentiator can be replaced by a $50 tool, it’s not an offer; it’s a commodity.

·        Cybersecurity angle: Instead of saying “you might get hacked,” show relevant examples of similar companies hit recently. Tie the offer to an action they already need to take (a compliance test, patch scans) and you’ll get traction.

·        Maker/negotiation example: Giving away a practical, short workshop (not the 2.5‑day paid training) filled a pipeline that later produced millions in opportunity. Free entry + strong intent = high-quality leads.

·        T-Mobile no-contract pivot: A great historical example: shift the pain point (people hated contracts) into a bold, clear offer (no contract). Perception changed behavior—and market share.

·        Dollar Shave Club & Peloton: These examples highlight that the offer isn’t always the product. Dollar Shave Club sold convenience; Peloton sold community and coaching. Know the emotional promise, not just the spec sheet.

The Magnetic “Direct Cashflow Engine”

 Step 01 – Video Short Creation

 Do this first.
 Make a 30–60 second short that:

· Name a specific pain/problem.

·        Gives a hint at the solution.

·        Ends with aclear next step(“click here to fix this”).

This is the spark — snackable, scroll-stopping, and optimized for paid distribution.

 Step 02 – Turn It Into a Targeted Ad 🎯

 Then do this.
 Boost the content, but not shotgun style. Target:

· Specific job titles(e.g., “Ops Director,” “CMO,” “Talent Manager”).

· Specific industries or company sizes.

·  Geo if needed.

Think of it as a sniper rifle, not a billboard.

 Step 03 – Hyper-Specific Landing Page

 Next. Drive clicks to a landing page that:

·        Calls outone pain point(“Struggling to close deals because your reps waste time chasing dead leads?”).

·        Presents afast, time-boxed solution(workshop, audit, short program).

·        Hasone CTA button(buy, book, download).

No fluff. Just pain → promise → proof → purchase.

 Step 04 – Easy Click-to-Purchase + Bonus Content

Strip out friction:

·        Instant checkout (Stripe/Shopify/PayPal).

·        Immediate delivery (calendar booking, downloadable PDF, private video).

·        “Surprise & delight” bonus content (extra video, guide, or case study).

This makes the small purchase feel like a no-brainer steal .

 Step 05 – CRM + Automated Retargeting 🔄

For bonus points, drop all landing page visitors into:

·        CRM pipeline(HubSpot, GoHighLevel, etc.).

·        Automated retargetingads (video views, page visits, abandoned carts).

·        Follow-up sequences(emails, texts, LinkedIn touchpoints).

Now the system follows up 24/7, even while you sleep.

Example: Melissa’s creative retreat model—free challenge → affordable course → immersive retreat—lets prospects “date before they marry.”

How sales and marketing should partner on offers

Offers don’t live in a vacuum. You need both scientists and salespeople:

·        Marketing (the scientist): Test copy, channels, and target lists. Measure connection and reply rates. Use a stoplight report (green/yellow/red) to determine when to iterate.

·        Sales (the storytellers): Talk to prospects, listen to the words they use, and share feedback. Record sales calls and distill the language that resonates.

If prospects accept quickly and too easily, you may be undercharging. If they never respond, your offer or list is wrong. Use both quantitative metrics and qualitative feedback from calls to isolate the problem: list, message, or offer.

How to test offers—practical steps

1.     Define the narrow target buyer and the one problem you solve for them.

2.     Create a low-friction offer tied to a real need (compliance, audit, pre-existing pain).

3.     Run a short test (one week) and watch these KPIs: connection rate, reply rate, meeting booking rate, and conversion time.

4.     If results are poor, change one variable at a time (list → message → offer) and retest.

5.     Scale what works, and then iterate—offers are never “done.”

Practical checklist for crafting an irresistible B2B offer

·       Does it require minimal time from the prospect?

·       Does it avoid asking for money (at the first step)?

·       Is the deliverable crystal clear?

·       Is there an authentic reason to act now?

·       Is it tied to something the prospect already cares about or must do?

·       Is the audience narrowly defined?

·       Can you measure it and run quick tests?

·       Do the margins make sense if you give away the first step?

Final thoughts (and one weird rule)

Don’t be naive about your offers—test, fail, and learn faster. Give away value where doing so helps you learn and qualify prospects. Be specific about who you help and what you solve. And revisit your offers at least once a year (if not quarterly).

"“If you make the offer so good someone would be stupid to say no, and you make it easy, you’ll get a lot more doors opened.”"

We built our own services the same way: start small, demonstrate clear value, and make it easy to say yes. If you’re stuck, pick one part of your funnel—list, message, or offer—and test a bold, low-friction change for one week. The data will tell you where to go next.

This piece was inspired by a conversation on The A/B Test Podcast with Melissa Goodwin and Steven Schmidt.

If you liked this breakdown, try building a single, tiny low-friction offer tonight and see what happens in seven days. Here is your formula!