Episode Summary: Interview with Jonathon Bates, CEO of PersuasionXP

In this episode, Nathan chats with Jonathon Bates, co-founder and CEO of PersuasionXP, an AI-driven company that uses neuroscience, psychology, and NLP to create personalised, persuasive marketing content.

Jonathon shares his journey from tech enthusiast to founder, explaining how PersuasionXP helps businesses optimise their content by tailoring it to the personality traits of their target audience.

The conversation dives into how personality influences decision-making, with Jonathon highlighting the role of the OCEAN model (openness, conscientiousness, extraversion, agreeableness, neuroticism) in shaping consumer behavior.

He discusses how understanding these traits allows brands to craft more emotionally resonant content, ultimately boosting engagement and conversions.

Jonathon also talks about the power of small tweaks in marketing—like headlines and thumbnails—that can have a huge impact, drawing on examples from companies like Netflix. He also discusses the challenges of measuring advertising effectiveness and how PersuasionXP is helping solve this with AI-driven personalization.

As the episode wraps up, Jonathon shares his vision for the future of PersuasionXP and how AI will continue to transform marketing by delivering deeply personalized content that drives better business outcomes.

Key Takeaways:

• Personality influences 70% of decision-making in marketing.
• AI and neuroscience can be used to create more persuasive, personalized content.
• Small adjustments in marketing can significantly boost customer engagement.
• AI personalization is the future of B2B marketing.

In this episode, Nathan interviews the legendary Richard Abels, a seasoned sales professional with nearly 50 years of experience. From starting out in car sales to leading teams and advising business owners, Richard shares invaluable insights into what makes a salesperson truly exceptional.

• The Foundations of Sales Success: How Richard's early days in car sales shaped his consultative approach and taught him the importance of focusing on customer needs.
• The Power of Active Listening: Why listening—not talking—is the most critical skill for any salesperson.
• Overcoming Fear in the Sales Process: Strategies for reducing buyer hesitation and building trust with prospects.
• The Role of Emotional Intelligence: How understanding people and their motivations drives sales success.
• Adapting to Modern Sales: Why traditional cold calling is dead and how tools like LinkedIn have transformed how we connect with prospects.
• The Importance of Process: Why having a clear, repeatable sales process is non-negotiable for achieving consistent results.
• Working with Millennials and Gen Z in Sales: Insights on why younger generations approach sales differently—and how leaders can adapt.
• Honesty and Transparency in Sales: Why full disclosure builds stronger, long-term relationships with clients.

• "Fear is a massive part of why people buy. If you can't take fear out of the buying process, you'll never make a sale."
• "Great salespeople aren't talkers—they're listeners. The best sales conversations are about understanding the customer deeply."
• "Adapting to modern tools like LinkedIn isn't just smart—it's essential. It's where credibility lives now."

• LinkedIn: Richard Abels
• Learn more about Richard’s journey, insights, and how he helps businesses achieve sales success.

In today’s episode of Quiet Impact, Nathan sits down with Joel Harrison, Editor-in-Chief, influencer, and co-founder of B2B Marketing and Propolis.

With over 20 years of experience in the field, Joel has been a driving force in transforming B2B marketing from a niche topic to a thriving industry with a global community. Currently, he’s embarking on a journey of reinvention, exploring new opportunities in his career, and working on an exciting new book. Joel shares his insights on the future of B2B marketing, influencer marketing, and the power of personal brand.

Key Discussion Points:

• Joel’s Journey into B2B Marketing: Joel shares his background as a journalist and how he identified a gap in the market, leading him to co-found B2B Marketing. His efforts have helped shape the field, which has grown tremendously over the past two decades.
• The Power of Propolis: Joel explains how Propolis, a community intelligence platform for B2B marketers, enhances team performance, marketing effectiveness, and alignment with strategic goals.
• Influencer Marketing’s Role in B2B: Recently embracing the title of ‘influencer,’ Joel discusses the emerging importance of influencer marketing in B2B. He shares insights on how brands can leverage influencers for authentic messaging and how influencer marketing could shape the industry’s future.
• Balancing Brand and Performance Marketing: Joel and Nathan explore the relationship between brand and performance marketing, emphasizing the need for a balanced approach. They dive into how brand authenticity and personalized engagement are becoming more essential for long-term brand growth.
• Personal Branding and Leadership in B2B: Joel reflects on the importance of personal branding for B2B leaders, highlighting how influential figures like Rory Sutherland have humanized their brands and become thought leaders. They discuss how B2B brands can embrace personal branding to connect on a deeper level with their audiences.
• Introversion and Leadership: Nathan and Joel discuss the unique strengths introverts bring to leadership and sales. Joel opens up about his introverted tendencies and shares tips on how he balances the demands of his role with the need for recharging time. They explore how introverts can thrive in traditionally extroverted spaces like public speaking and sales by leveraging their depth and authenticity.
• Looking to the Future of B2B Marketing: Joel sheds light on the current state of B2B marketing and the trends shaping its future. He provides insights on content personalization, the balance between brand and demand generation, and what’s next in B2B marketing strategy.

Follow Joel: To stay updated on Joel’s latest ventures and the upcoming book release, connect with him on LinkedIn for the latest insights and announcements.

Connect with Quiet Impact: Stay tuned for more inspiring conversations on Quiet Impact, where we explore the intersection of introversion, leadership, and entrepreneurial success.