Complete Story
09/27/2025
017. Capture the Invisible Sale: Build Your Modern Marketing Engine
Instructor: Bob DeStefano
Level of Complexity: Intermediate
1:30 PM - 4:00 PM
Marketing used to be about generating awareness. Today, it’s about getting shortlisted. Today’s B2B buyers do their own research, ask AI for recommendations, and quietly narrow down vendor options—long before reaching out to sales. If your company isn’t showing up early in that journey, you’re already out of the running—and losing deals you never even knew you were competing for. In this session, you’ll learn why random acts of marketing—some SEO here, an email blast there—no longer work, and how to build a system that does. We’ll break down the proven 3-part Marketing Engine framework designed to help you capture the Invisible Sale. You’ll walk away with a clear, actionable framework you can use immediately to get found earlier, build trust faster, and get chosen more often, before buyers ever talk to your sales team.
Bookstore
The Credit Overlord's Guide to Credit & Collections
Thea Dudley
Being responsible for the credit and collections function in the construction industry is never any little kid's dream. But somebody's got to do it.
In The Credit Overlord's Guide to Credit & Collections, Thea Dudley presents an honest, open, and often hilarious account of her journey through opening contractors with credit lines, collecting, or chasing the payments, managing sales reps, teams and bosses.
Dudley shares her insights into succeeding in keeping your business cash flow moving while still salvaging the customer. She offers practical advice for protecting and collecting your money — written in plain, straightforward language that helps connects the dots. This is a must-read guide for anyone in the construction and building material industry.
