Pain points are part of life, and your audience knows it. But with a real, vulnerable narrative, pain points can be what make your story powerful, effective, and well-worth sharing.Read More »
Let’s say you sell technology. The companies that buy your technology likely use it to build a product or service they sell to their own customers. This is one of the overlooked curiosities of B2B: your customer’s customers.
That’s why I think the Holy Grail of B2B marketing is this: Make content your customers will use to show off their own value to their customers.
We want proven reliability, measurable improvements, and cost savings in our purchases. But those don’t excite us. Behind all these numbers, there are qualities that do more than catch an accountant’s eye.
Every product has ideas, potentials, promises… all the people that can be reached, the markets that can be turned around, the planet that can become better than it was. These unquantifiable and immeasurable possibilities do to a listener what no numbers can ever accomplish: inspire.
“All else being equal, the best story wins.” In particular, I found it interesting that the majority of the examples shown in support of that theory aren’t telling the story of the average consumer product. They are stories about the credit crisis, high blood pressure and saving the planet. Those are difficult concepts. And that jives with our approach. Explaining complex products, services and solutions via very specific stories is the best way to engage, educate and motivate. As we’ve found, it’s particularly useful in effective B2B communications.