If you’re in charge of bringing a B2B product to market, you know the drill: too many leads, not enough real conversations, and a lot of guessing about what actually moves the needle. This guide is for founders, sales leaders, and anyone tired of spray-and-pray tactics. We’re going to walk through how to actually use Face2Face—not just what the website promises, but what it can (and can’t) do for your go-to-market strategy. No fluff, no wild promises. Just honest advice.
Step 1: Understand What Face2Face Actually Is
Let’s clear up what Face2Face does before you start throwing it into your tech stack.
- Face2Face helps you book and run real-time video meetings with prospects—think of it as a way to get actual face time, faster.
- It’s not a lead gen tool and it’s not a CRM. It’s meant to bridge the gap between initial interest and a real sales conversation.
- If your B2B motion relies on demos, discovery calls, or any kind of one-on-one sales process, Face2Face can help.
- If your sales process is 100% automated or transactional, skip it—this isn’t for you.
Honest take: If you’re expecting Face2Face to magically create pipeline, you’ll be disappointed. But if you have a steady flow of leads and you need to qualify, educate, or close them faster, it’s worth a look.
Step 2: Map Face2Face to Your GTM Funnel
Before you sign up, sketch out exactly where Face2Face fits in your go-to-market flow. Here are the most common scenarios:
- Demo scheduling: Replace back-and-forth emails with instant booking and video links.
- Discovery calls: Warm up inbound leads quickly, before they forget who you are.
- Customer onboarding: Get customers face-to-face (literally) to reduce churn.
- Event follow-ups: Turn webinar or event attendees into real conversations.
What doesn’t work: Don’t try to shoehorn Face2Face into cold outbound. If you’re spamming people, they won’t jump on a video call with a stranger.
Pro tip: Draw your funnel on paper. Mark where you lose people. Those are the places Face2Face might help.
Step 3: Set Up Face2Face Without Overthinking It
Face2Face is pretty straightforward to set up, but don’t get lost in the weeds.
- Create your account: Use your work email. Ditch the personal Gmail.
- Integrate your calendar: This is non-negotiable—Face2Face only works if it knows when you’re available.
- Configure meeting types:
- Set up 15, 30, or 60 min meetings.
- Name them clearly (e.g., “Product Demo,” “Customer Onboarding”).
- Customize your booking link: Make it easy to remember and share. Not “/johnsmith123xyz.”
- Set up reminders: Automated reminders reduce no-shows. Use them.
What to ignore: Don’t waste time on every possible integration out of the gate. Start with calendar and your main email. You can fiddle with CRM sync later.
Step 4: Use Face2Face Links Where They’ll Actually Get Clicked
Now you’ve got booking links, but where do you put them? Here’s what works (and what doesn’t):
What works: - Inbound lead replies: Drop your Face2Face link in your first email back to a qualified lead. - Demo request forms: Redirect form submissions straight to your booking page—don’t make them wait. - Webinar thank you emails: Turn passive event attendees into real meetings. - LinkedIn DMs (for warm leads): If you’ve already chatted, send your link.
What doesn’t work: - Cold outreach to people who’ve never heard of you. - Slapping the link all over your website and hoping for the best. - Sharing it on social media and expecting meetings to roll in.
Pro tip: Less is more. Personalize the ask. “I’d love to show you how this works—grab a time here?” beats “Book a meeting with me!” every time.
Step 5: Optimize the Meeting Experience
Getting someone to book is half the battle. The rest is not wasting their time once they show up.
- Have a real agenda: Don’t just wing it. State what you’ll cover when you confirm the meeting.
- Be on time: Obvious, but you’d be surprised.
- Use video (unless the prospect opts out): Video builds trust. If they’re camera-shy, respect it.
- Record with permission: If you want to record for notes, always ask first.
- Follow up quickly: Within 24 hours, ideally with a summary or next steps.
What to ignore: Don’t try to “scale” the meeting by sneaking in a group or pitching before you’ve built rapport. One-on-one matters more than volume.
Step 6: Track What’s Working—and Cut What Isn’t
Face2Face gives you basic analytics: bookings, show rates, and meeting outcomes. Use them, but don’t drown in data.
- Look for trends: Which sources (inbound, webinars, referrals) actually drive meetings that show up?
- Kill dead weight: If a channel isn’t leading to real conversations, stop wasting time there.
- Iterate booking flow: Shorten the booking form if people drop off. Tweak reminder timings if no-shows are high.
- Ask for feedback: After a meeting, a simple “Was this valuable?” goes a long way.
Pro tip: Don’t obsess over vanity metrics like “meetings booked.” Focus on meetings that lead to pipeline or revenue.
Step 7: Avoid the Most Common Pitfalls
Some traps are easy to fall into, especially if you’re new to tools like Face2Face.
- Don’t send the link too early: Warm the lead first. Sending a booking link in your first-ever email screams “I’m too busy for you.”
- Don’t over-automate: Resist the urge to connect every tool you’ve got. More automation = more stuff to break.
- Don’t expect Face2Face to fix your messaging: If your pitch stinks, faster meetings won’t help.
- Don’t ignore no-shows: If someone flakes, send a polite follow-up—but don’t chase endlessly.
Keep It Simple—Then Keep Improving
Face2Face isn’t a silver bullet, but it can make your B2B go-to-market strategy a lot more human (and a lot less chaotic). Don’t drown in features or integrations. Start by getting real prospects into real conversations, and fix the gaps as you go.
Stay skeptical, stay focused on what actually moves deals, and don’t be afraid to ditch what doesn’t work. The best strategy is the one you’ll actually stick with—so keep it simple, and keep iterating.