Leading with Generosity and Authenticity: The UpMyInfluence Approach to B2B Success

In the fast-evolving world of B2B business, fostering genuine relationships is becoming more important than traditional sales tactics. At UpMyInfluence, Josh Elledge and his team focus on a unique approach: providing fractional virtual Chief Revenue Officer (CRO) leadership to help businesses grow authentically. This strategy empowers businesses to connect meaningfully with clients, partners, investors, and influencers, all while leading with generosity and authenticity.

So how exactly can B2B companies adopt this philosophy? Let's explore the key insights shared by Elledge, drawing from his experience at UpMyInfluence and his journey to building a seven-figure business without paid ads.

The Power of Generosity in Business Growth

Generosity is at the heart of UpMyInfluence's business philosophy. Elledge built his first successful company, Savings Angel, by offering value upfront and helping others without expecting immediate returns. As the company grew, Elledge found himself giving back to his local community, offering pro bono services to military veteran-owned, POC-owned, and women-owned businesses. He mentored, served on boards, and assisted small startups—simply because it felt right to do so.

What Elledge learned from this experience was that generosity creates opportunities. By helping others, he naturally formed strong relationships, many of which led to unexpected business opportunities. These connections were never forced; instead, they grew organically because people were drawn to his authentic desire to help.

How B2B Companies Can Lead with Generosity:

Offer free services or advice: Providing pro bono work or mentorship to those in need helps establish trust and can lead to future opportunities.
Build a community-focused mindset: Engage with underrepresented businesses or local startups to give back and build lasting connections.
Provide value upfront: Share resources, insights, or expertise without expecting anything in return—this will build a network of allies who trust you.

The Shift Away from Traditional Sales Tactics

At UpMyInfluence, the approach to PR and business development shifted away from conventional methods like cold pitching and press releases. Elledge realized that these tactics often felt transactional and failed to foster real, lasting connections. Instead, he began to focus on relationships—spending more time with fewer people and leading with what he calls "noble intent."

This approach involved leveraging platforms, such as podcasts, to create collaborative environments where everyone benefits. Instead of using these platforms to self-promote, Elledge focused on highlighting others. By shining the spotlight on his guests, he not only served an audience but also built deeper relationships with his guests, which often led to business collaborations.

How B2B Companies Can Foster Authentic Connections:

Focus on relationships over transactions: Avoid pushing for immediate sales. Take the time to build trust and understand your clients’ needs.
Leverage platforms to serve others: Use podcasts, blogs, or webinars to spotlight other leaders and businesses in your industry.
Stay away from hard selling: Lead with genuine curiosity about others’ needs. Avoid being transactional or using bait-and-switch tactics.

Leveraging Platforms for Business Growth

One of the key strategies at UpMyInfluence is the use of platforms—particularly podcasts—to build relationships. Elledge discovered that the guests on his podcast often became business partners, clients, or collaborators, not because of a direct sales pitch, but because of the trust and rapport built through their conversations.

By using platforms to celebrate others and build meaningful conversations, UpMyInfluence helped its clients achieve massive success. For instance, one client, who offered a $25,000 mastermind, attended an event and interviewed vendors who were ideal clients. After 31 interviews, she sold 29 masterminds, generating $175,000 in 90 days. This success came from building relationships first, without any pushy sales tactics.

How B2B Companies Can Use Platforms to Grow:

Start a podcast: Invite guests who are potential partners or clients, and focus on building rapport through conversation.
Highlight others: Use your platform to promote the successes of others, creating goodwill and opening doors for collaboration.
Be patient: Results may not come immediately, but by consistently providing value, you will build long-term relationships that lead to growth.

The Importance of Noble Intent and Authenticity

Central to the UpMyInfluence approach is what Elledge calls "noble intent." This means leading with a genuine desire to help others without expecting anything in return. It’s about serving first, and letting business opportunities naturally unfold from the relationships you build.

Elledge emphasizes that people can sense your intentions before you even speak. If your goal is simply to make a sale, they’ll know it. But if you genuinely want to help, they’ll trust you. This authenticity is key to creating lasting connections that lead to real business opportunities. As Elledge puts it, “You just do good in the world and let the chips fall where they may.”

How B2B Companies Can Lead with Noble Intent:

Serve without expecting immediate returns: Help others because it’s the right thing to do, not because you’re trying to land a sale.
Be transparent: Share your intentions openly, and don’t be afraid to talk about the challenges you face.
Focus on building relationships: Develop deep connections based on mutual trust and respect, rather than just closing deals.

Building Authority and Trust

For B2B businesses, building authority is crucial for success. But as Elledge explains, authority is something you build “brick by brick.” It doesn’t happen overnight, and it requires consistency and effort. While many businesses may try to rush this process, UpMyInfluence encourages its clients to focus on slowly building credibility over time.

One way to build authority is by consistently creating valuable content that showcases your expertise. Whether it’s through podcasts, blog posts, or webinars, providing insights that help others can establish your reputation as a trusted leader in your industry. However, the key is to combine authority with generosity and authenticity—only then can you build lasting trust with your audience.

How B2B Companies Can Build Authority:

Create valuable content regularly: Share your knowledge and expertise through podcasts, blogs, or social media to establish credibility.
Engage in public speaking or panels: Take opportunities to present your knowledge in webinars or industry conferences to build your reputation.
Lead with authenticity: Your audience will trust you more when they see you’re focused on helping, rather than self-promotion.