LIVE VIRTUAL EVENT

Sniper Marketing: Winning Complex B2B Accounts in Today’s Digital Age

In this episode, Jay Bhatia sits down with Jörg-Holger Krause, Manager of Sales Excellence at SABIC, for a conversation built on nearly five decades of experience in chemical sales and marketing across Hüls, Evonik, DSM, and SABIC.

Jörg makes the case for "Sniper Marketing" — also known as Refined Accounts-Based Marketing — a precision approach to B2B selling that rejects the idea of "the customer" as a single entity and instead targets the real network of stakeholders, influencers, and decision-makers inside every complex account.

Jörg-Holger Krause

Manager Sales Excellence

Jay Bhatia

Founder & CEO

WHAT TO EXPECT

Why marketing is making B2B harder, not easier: More content, more automation, and more AI-generated outreach have created more noise without more signal. Jörg-Holger explains why volume-based digital marketing is fundamentally the wrong model for complex industrial value chains.‍
The network behind every "customer": Learn why the buying unit in industrial B2B is always a web of influencers – economic, technical, and user roles – and how digital tools can help you map it with precision that was impossible a decade ago.
The R-ABM methodology: A practical framework for the digital age. Four-layer segmentation, buying influencer identification, Feature → Benefit → Value translation, Value Cards, and the Power–Change Matrix. Old-school rigor meets new-school tools.
AI as the sniper's scope, not a bigger shotgun: How AI can sharpen influencer identification, personalize outreach at scale, and detect weak market signals across digital channels – and why marketers who use it this way will leave everyone else behind.

ABOUT THE SPEAKER

Jörg-Holger

Manager Sales Excellence

ABOUT Jörg-Holger

Jörg-Holger has been in chemical Sales & Marketing long enough to remember when “digital transformation” meant replacing Telex with fax. Since then, he has worked in leading positions across Hüls / Evonik, DSM and SABIC, across Germany, France, Saudi Arabia and the UK — and across more commercial initiatives than most people would voluntarily count. His focus is simple: help industrial B2B teams sell less like product catalogues and more like value creators. That includes Consultative Opportunity Management, New Product Introduction, Commercial Excellence, CRM, CPQ, Digital Marketing and AI-enabled Value Selling.

At Double Loop, he helps bring chemical-industry reality into Sales & Marketing training and ValueWE™-based work. He knows the language of Sales, Marketing, Technology, Pricing and customers — and he knows where the usual buzzwords start to fall apart.

What is DigiChem Dialogues?

In an era where digital technology is reshaping the chemical industry, the journey toward effective digital transformation is both exciting and challenging.

At Agilis, our engagement with industry leaders has revealed a fascinating insight: while the journey is unique for each, the challenges encountered are remarkably similar. This shared experience forms the cornerstone of our initiative, “DigiChem Dialogues” — A dynamic forum designed to unite industry experts in a collaborative exploration of digital transformation.

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