The sweet spot for B2B messaging.
Eric Marjoram ??
I help complex B2B brands get clear about the problem they solve and why anyone should care.
Today's B2B buyers are savvy. They do their homework. Before they ever contact (never mind?fall in love with) you,?they're?almost 70% of the way to a purchase decision, because everything they need to research is right at their?fingertips. So if?your first impression doesn't immediately speak to how you're going to solve their problem, they'll quickly find one?that?does.?(Bye, Felicia!) Your first point of contact must?answer all of these questions, and with a lot of speed — like a billboard on an autobahn. ?
The sweet spot for effective messaging?lives at the intersection of their problem, your solution, and a compelling reason to believe. It's?within this alignment?where effective B2B messaging thrives, with clarity and relevance.?
Frame their problem, not your solution
Most B2B brands have one-way conversations with their prospects. They talk only about themselves. All the damn time. Effective messaging goes in the opposite direction. It starts with the prospect and the issues they're?facing. What‘s their problem? How are you uniquely positioned to solve it? What does life look like when that problem is gone?
“To gain attention, you must clearly communicate your value in 10 seconds or less.”? - Me
Understanding their pain is the key to capturing their attention and connecting with them on a more meaningful level, giving?them a reason to believe. Because now you're telling them that you care about what they care about:?Them. That’s where your value lives. That’s what should show up in?your website, your campaigns, your value proposition.
So ditch?the ineffective?All You, All the Time approach?and focus?instead on the?sweet spot where your prospect's?need?(their?problem), your capabilities?(your?solution), and your value ("I'm going to help YOU")?overlap.?
Sláinte, ???? ???
Eric
Two ways I can help:
Talk is cheap: Book a free consultation with me to see if there's any way I can help.
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Absolutely! Framing the problem first is crucial for B2B engagement. What works for us is leveraging targeted content to drive connections—it's a game changer! Have you tried using the Customer Journey Mapping framework to better align with buyer needs? What tactics are you finding most effective in your campaigns?