Selling the Abstract - Understanding the Nuances of IT Services and SAAS Marketing

When you sell a service, you're selling a promise. Buyers cannot evaluate what doesn't yet exist-they can only decide whether to trust you.

Selling the Abstract is a guide for professional services firms navigating this fundamental challenge. Written from two decades of experience in B2B marketing, it offers a grounded approach to building credibility, reaching decision-makers, and earning consideration in complex buying cycles.

The book covers positioning, content strategy, digital channels, demand generation, account-based marketing, and the evolving role of AI-always with an emphasis on practical application. Alongside frameworks and ideas, you'll find checklists, tools, and mental models designed to turn strategy into action.

This is not a book of theories. It's a collection of lessons learned from campaigns that worked, pitches that didn't, and the hard-won understanding that in services marketing, trust is not a differentiator-it's the foundation.