I’ve written before how boring marketing costs businesses millions every year.
Consultant Peter Field found evidence that boring marketing is 7x less effective than interesting (emotional, fame-generating) marketing. The IPA’s 20-year advertising effectiveness database shows that being interesting can deliver a 7x effectiveness boost from messaging alone.
So, how can you be interesting?
It starts with insights—novel human insights that dig deep.
Every piece of effective advertising uses a clear understanding of human desire, followed by optimization using data.
But what exactly is an insight?
Insight. Noun: a clear, deep, sometimes sudden understanding of a complicated situation.
There are 3 places to look for insights in B2B marketing:
Category insights:
Found in industry reports, they show where the category is heading. But finding something new here is tough. Using category insights risks appearing category generic. This is the most common error for B2B businesses.
Business insights:
These show what businesses want (usually to make or save money). This is a checkbox, as without an ROI no one will buy anyway. So we have to keep digging.
Buyer/user insights:
Bingo! The most powerful insights come from understanding where the buyer wants to go and how to help them get there. This is where the magic happens. Solve the process of getting them what they want, and you buy loyalty and rave reviews.
To stand out, explore user problems and their Jobs to be Done. Find what your customers value and where they want to get to, and then triangulate it with your vision and product. Deliver them what they want through your processes, help and support.
To avoid sounding like the category, find human insights that demonstrate an understanding of where buyers want to get to. That’s how you stand out.
Read more 👉https://lnkd.in/ddbA-kEJ
#MarketingStrategy #B2BInsights #CustomerInsights #EmotionalMarketing #BusinessGrowth #EffectiveMarketing
