What’s keeping your customers awake at night? If you can answer that question, then you have a really good basis for starting to craft the perfect B2B marketing message. You want to make it very clear that you have a solution for their problem.
Here are just a few of the pain points your customers may be facing:
#1: Their current solution does not scale
When it comes to fostering fast business growth, scalability is a central concern. A company wants to guarantee that it’s going to be able to make it to the next level with their current solution. Nobody wants to install an expensive, complicated system only to have to rip it out and start all over again because it just doesn’t scale. And nobody wants to work with patchwork solutions that are created on an ad hoc basis.
To get over these scalability concerns, you have to develop a message that convinces the prospect that you have a solution that does scale. Maybe it’s modular, and everything snaps together at the end. Maybe it’s easy to integrate with other solutions because it’s based on an industry standard. There are plenty of ways of showing that you can scale.
#2: Their current solution is not powerful enough
This is the easiest problem to address as a marketer – you’ve no doubt memorized all the specifications of your system, and are able to deliver a quick 30-second elevator pitch on why your solution is powerful enough to meet their needs.
But that’s just part of what you need to be doing. You also need to be thinking in terms of the problem or problems your customer is trying to solve. Most likely, the reason why their current solution is not getting the results as planned is because of budgetary reasons. In short, the best-in-class solution is usually the most expensive solution. This is where you have to separate the “must haves” from the “nice to haves.” There are some things every B2B solution in your industry must do, and there are a lot of things that would be nice to have, budget permitting.
#3: Their current solution is too complex
What if the customer actually is using the best-in-class solution? It might just be the case that it’s loaded up with so many bells and whistles that it’s impossible to use. Maybe people in their company just can’t figure out the user interface. Or maybe the solution just doesn’t fit into the company’s business processes – it’s too complex, too alien for people to use effectively.
And that usually means that there’s room to pitch your product as intuitive and easy-
to-use. You can help your customers unlock all their unrealized potential by turning complexity into simplicity. That’s a characteristic of any effective solution that’s hard to put a price tag on, but one that can really drive business results going forward.
By being able to generalize about your customers’ pain points, you are in a much better position to craft the ultimate B2B marketing message that converts every time.
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.