What's up, it's Zayd

The buyer journey is about being there before they even know they need you.

Let me explain using washing machines (stick with me, this actually makes sense).

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TLDR:

99% of those people aren't actively shopping. Their current machine works fine. They're not thinking about it. Your message is irrelevant noise.

Instead, stop selling washing machines and start solving washing problems.

Send weekly tips on extending clothes lifespan. Share tricks to keep colors fresh. Explain how to clean the machine properly. Help them find detergent discounts. Show them how to save on water bills.

Give value around everything related to their current situation. Build trust by being genuinely helpful, not pitchy.

Then…two years later when their machine breaks, you're the first person they think of.

You’re “thaaaaat” guy/girl. This is your whole thing. You’ve been solving this problem all along.

Most B2B companies operate on a quarterly timeline.

Marketing needs leads this quarter. Sales needs to hit quota this month. Everyone's optimizing for immediate conversion.

As a result, they target people who are actively shopping. "In-market" buyers. High-intent signals.

That makes sense except for the fact that everyone else is targeting the same people.

When someone hits "buyer mode," they get swarmed. Ten companies are reaching out. They’re all saying similar things. All promising similar value. You’re overwhelmed.

You're competing purely on price, features, and timing. You have no advantage.

You have to build the relationship before people are shopping. That’s when they have the mental capacity to care and also nothing to compare you too.

Think about your customer's world in three concentric circles:

Ring 1: The Core Problem (What you solve)

This is where most companies focus all their content. "Here's how our product works." "Here's why you need this solution."

Problem: Only people actively shopping for this solution care. That's 1-2% of your market at any given time.

Ring 2: Adjacent Problems (Related to what you solve)

These are problems people have before, during, and after needing your solution.

Example for Valley:

These problems affect 20-30% of your market right now. They're not shopping for your solution yet, but they're dealing with related challenges.

Ring 3: Career/Industry Problems (What your buyers care about)

These are the bigger questions your buyers think about constantly.

For us:

These problems affect 100% of your market. Everyone in your ICP cares about these topics.

The problem is that most companies only create content for Ring 1. Big mistake.

In reality, 70% of your content should be Ring 3

Help people with their career, their industry, their bigger challenges. Deliver value.

This builds audience. People follow you because you consistently help them think better about their world.

20% should be Ring 2

Solve adjacent problems. Still not pitching your product directly, but establishing expertise in the ecosystem around it.

This builds trust. People see you as someone who deeply understands their challenges.

10% should be Ring 1

Sure, talk about your solution directly, but by this point, people already trust you. Your pitch lands differently.

Reason #1: Impatience

Ring 3 content doesn't convert immediately. Your CEO asks "Why are we talking about career advice when we sell software?"

Because you're building trust with people who will buy in 6-12 months.

Reason #2: Fear of giving too much away

"If we teach them how to solve problems, they won't need our product!"

Wrong. Teaching them makes them trust you more. When they need a solution, they come to you.

Nobody thinks: "This company taught me so much valuable stuff for free, I should definitely buy from their competitor."

Let's say you run a content agency. Most agencies only talk about content creation (Ring 1).

Ring 3 content you should create:

Ring 2 content:

Ring 1 content:

The Ring 3 content builds your audience. The Ring 2 content establishes expertise. The Ring 1 content converts warm leads.

If you only do Ring 1, you're shouting into the void.

What about if you work at a design agency? You build websites. Most designers only showcase portfolios (Ring 1).

Ring 3 content:

Ring 2 content:

Ring 1 content:

How about at a developer agency? You build custom software. Most dev shops only talk about their technical capabilities (Ring 1).

Ring 3 content:

Ring 2 content:

Ring 1 content:

2026 Guide to LinkedIn Outreach with inmail changes and safety checklist

Step 1: Map your three rings

List all the problems your customers face:

Step 2: Build your content calendar

70% Ring 3, 20% Ring 2, 10% Ring 1.

Step 3: Create a system

Record voice memos answering questions. Transcribe them. Turn them into posts. Save winners to reuse later.

This takes 5 hours per week. Generates 4-6 valuable posts.

Step 4: Track what matters

Don't track engagement. Track:

These metrics tell you if it's working.

You're not trying to convert strangers immediately. This strategy takes months to settle in, but every interaction builds trust and every piece of value moves them closer to seeing you as the obvious choice.

Let me book sales calls for you while you're building trust before the need exists. Seriously.

I built Valley to be your automated SDR and empower AEs. Get started today and watch your calendar fill up with qualified leads.