Sanjay Shah, Strategic Marketing For B2B Companies’ Post

POWERFUL B2B MARKETING TECHNIQUE: "If you can articulate your prospect's problems better than they can themselves, they will naturally assume you have the solution". When our copywriters are crafting persuasive text for websites, ads and videos we use a set of proprietary techniques we call 'Code V'. One of the most powerful of these techniques is: 💎💎💎 Captivating attention right from the start of the piece by clearly articulating the target market's pain points. When you do this effectively, your audience FEELS that you understand them better than any of your competitors. They will FEEL an emotional connection with your brand. They'll be ready to hear more. Naturally, they assume you have the right solutions ... To do this well though, you need to TRULY understand the problems you solve for your clients at a very deep and precise level: 🔹How do THEY speak about their pain points? From their perspective, what is the cause of their pain? 🔹What are the exact words running through their psychology? 🔹What underlying emotion is driving them to solve it? 🔹What is their level of awareness of their problem? 🔹What solutions have they already tried and struggled with? KEY INSIGHT - you need to go deep and be specific. Most companies make the mistake of articulating surface-level problems only - so their marketing sounds exactly like all of their competitors. When executed correctly, the impact is powerful. However, it's NOT a manipulative technique. Because when you are one of the very few that have cared enough to really spend the effort on understanding your customers at that level of specificity... You will naturally be the provider to bring them the most value. . . . .

POWERFUL B2B MARKETING TECHNIQUE: "If you can articulate your prospect's problems better than they can themselves, they will naturally assume you have the solution". When our copywriters are crafting persuasive text for websites, ads and videos we use a set of proprietary techniques we call 'Code V'. One of the most powerful of these techniques is: 💎💎💎 Captivating attention right from the start of the piece by clearly articulating the target market's pain points. When you do this effectively, your audience FEELS that you understand them better than any of your competitors. They will FEEL an emotional connection with your brand. They'll be ready to hear more. Naturally, they assume you have the right solutions ... To do this well though, you need to TRULY understand the problems you solve for your clients at a very deep and precise level: 🔹How do THEY speak about their pain points? From their perspective, what is the cause of their pain? 🔹What are the exact words running through their psychology? 🔹What underlying emotion is driving them to solve it? 🔹What is their level of awareness of their problem? 🔹What solutions have they already tried and struggled with? KEY INSIGHT - you need to go deep and be specific. Most companies make the mistake of articulating surface-level problems only - so their marketing sounds exactly like all of their competitors. When executed correctly, the impact is powerful. However, it's NOT a manipulative technique. Because when you are one of the very few that have cared enough to really spend the effort on understanding your customers at that level of specificity... You will naturally be the provider to bring them the most value. . . . .

Emotions are more at play in B2B Marketing! Don't believe me? Well at 1st I didn't either until I started researching... Traditionally, any marketing book will tell you that B2B marketing is more "logical & rational" than B2C. If you define the incorporation of numbers in your process as logical than sure, but before I make my point let me point out a few things related to B2B purchases: ↳ They are high-value purchase ↳ The stakes are high, room for error costs millions + jobs are at stake ↳ There is an urge to impress the higher-ups ↳ Procurement processes are long In all of the points mentioned above one thing is clear for sure: ⭐ B2B purchase decisions aren't just about maximizing business value⭐ I know, I know you guys now want me to provide you with some data to back up my post, well then here it is: ↳ B2B purchasers are 50% more likely to buy when they see a personal value ↳ Purchasers are 8x more likely to pay a premium if personal value is presented (These numbers are from Think with Google) Now that we have established the play of emotions in B2B purchase decisions. here is the action plan that you need to follow to make sure that you as a B2B marketer help your business maximize its value: 1⃣ Excite the buyer by communicating the professional + personal reward 2⃣ Build a company brand 3⃣ Establishing strong relations with the target audience 4️⃣ Make storytelling a big part of communicating your message It might take you months and even years to figure & master the art of including emotions in your B2B marketing, but once you do... Your sales will skyrocket! Share your thoughts below!

A lot of B2B marketing leans heavily into the idea of “more”, but it’s a surprisingly weak motivator, for a couple of reasons. Scroll through a typical B2B website and you hear all the claims of the things you’ll gain from choosing that solution. Sometimes it’s capabilities, sometimes it’s outcomes, but it’s usually more. The problem is that more doesn’t trigger the kinds of emotional responses we might think, at least not with B2B software. The first reason for this is the basic concept of loss aversion. You’ve no doubt heard the example it’s more painful to lose $20 than it is to gain $20, and this idea extends deeply into marketing. Whether it’s more leads, more emails, more ROI, more pipeline, or more customers - more is a luxury, and luxuries don’t usually align with problems needing solving. But, fixing the issues that are causing you to lose those things triggers a different emotion, and is much more likely to connect to a problem your buyers are acutely aware of and trying to solve. It’s not so much about buyers wanting more of something than it is not having enough of it. The other reason that more isn’t effective is simply because everyone else is promising more as well. We become desensitized to the claim. When you anchor around a 10x ROI, it’s not hard to find some someone claiming 11x ROI within a few clicks. There’s also a certain redundancy to a “more” claim, because if it didn’t get you more of something it wouldn’t exist. And, ironically, if you promise a very big amount of more then it triggers suspicion. Now, of course you have to show the more as part of the sales process, but it’s often not what creates the emotional connection in marketing. More is usually the solution, but not enough is where the problem lies.

B2B Marketing Ideas: How to avoid marketing hyperbole Hyperbole, an exaggerated statement or claim not meant to be taken literally, is often associated with marketing. However, in B2B marketing, your prospects must trust and believe your messages. Here are some practical tips on how to avoid marketing hyperbole.   Identifying hidden hyperbole  While you might not be using that outlandish of a claim, you could still have hidden hyperbole. These are claims about your products or services that can't be proven or quantified. For example, if you say you are the industry leader, what areas are you leading? If your product is the most efficient, do you base that on verifiable data? It's a slippery slope when you state benefits without qualification, so always ensure you have verifiable data to back up your claims.   Avoiding hyperbole There are common mistakes to avoid exaggerating your advantages. Consider the difference between 'ensure' and 'assure.' To assure means you make someone confident. Ensure means to guarantee. Only use 'ensure' when you can guarantee something, such as an actual guarantee or warranty.      Proper messaging versus hyperbole Prospects that reach a decision-making position in business have learned to weed through the marketing hyperbole. When promoting your company's strengths, be prepared to back up or explain your marketing messages by being sure: • Every advantage has proof statements • Feature & Benefit messages present the feature AND the benefit it provides • Customer testimonials offer undeniable truths about your company's capabilities • Case studies illustrate your services' or product's ability to meet challenges • You don't say it if you can't defend it.    Need more B2B marketing ideas? Contact Conach: https://lnkd.in/gCSv39kc

B2B Marketing is not about posting on a whim. It is a planned cross-channel strategy aligned with your audience's needs. It's not about what you think your audience needs, it's about what they actually need. So don't post what you think they want to see, but what they need to see to make the decision to work with you. Because your audience frequents more than just LinkedIn to make their choice, and they will compare you with your competitors. They're scrolling through multiple channels, seeking solutions that speak directly to them. So it's best to get to the point of what they are looking for... Here is my step-by-step guide you can use: 1 - Keep in mind their challenges and how you address them, and post about that. 2 - Put yourself in their shoes: "Who are they? Where are they looking for a solution to their problem? What makes them take the final decision to work with you? What are the main values they are looking for in you?" 3 - Then, align your message with who your audience is, and what makes them tick. 4 - Think about the next step: "Where do I want this piece of content to take my potential lead?" 5- Be strategic and plan a thorough content calendar around your different platforms and your audience's needs. 6 - Strategize, Plan, Analyze, and Repeat. In need of strategic advise that grow your revenue? Feel free to reach out for a first FREE strategy consultation: https://lnkd.in/eCsN5PBq

100% of marketing is just being human while speaking to humans. Why is that so hard to understand? I remember a time when a B2B client was adamant that their marketing approach had to be different because they were "speaking to another business." They believed that B2B marketing required a cold, formal tone. To them, it was all about jargon and technical specs. But I knew better. At the end of the day, even in B2B, you're still speaking to another human. I shared a story with them. I once worked with a tech company struggling to connect with its audience. Their marketing was packed with industry buzzwords and complex diagrams. It was impressive but impersonal. We decided to humanize their approach. We started telling stories. We showcased real customers using their products, highlighting the benefits in everyday terms. We even added a bit of humor. The result? Their engagement skyrocketed by 150%. Prospects were more responsive. Customers felt a stronger connection to the brand. Sales went up by 35%. Why? Because we were speaking to humans. Humans with emotions, goals, and challenges. The same principle applies to B2B marketing. Behind every business decision is a person making that choice. According to LinkedIn, 92% of B2B buyers are more likely to engage with a brand if they see content that is valuable to them. They want to feel understood. They want to trust you. By being human in our marketing, we build that trust. We connect on a deeper level. So, next time you think B2B needs to be cold and corporate, remember this. You’re not just speaking to a business. You’re speaking to a human. And that’s what makes all the difference.

B2B marketing isn't boring; B2B marketers are. There are a million different ways to convey a message, yet B2B marketers stick with the boring ones. Everyone plays it so safe, like their life depends on it. Lead generation this, webinar that. Have you ever been to a B2B exhibition? Calling them boring is an understatement. Nobody ever takes the time to create anything remotely interesting. No pranks, no funny videos, no games, no vlogs, no podcasts—just product and service in the most formal way possible. Your audience is made up of human beings. Human beings are attracted to fun, jokes, drama, tension... So why not use that to your advantage? Marketing is all about creating attention. And most marketers have forgotten that. Everyone is focused on strategies and funnels while missing the whole point of marketing. Direct-to-consumer brands understood this a long time ago: Attention is king. 👑 They pay big bucks for what's trending now, whether it's an athlete, a show, a movie, an actor, a car—you name it. They follow attention and become part of it, and sometimes they even create it themselves. Attention opportunities are everywhere. We just need to learn how to see and seize them. The ball is in your court, B2B marketers. What's it going to be? Boring or not boring?

B2B marketing isn't easy right now. People are holding tight onto those purse strings. But that doesn't mean the opportunities aren't there. If your seeing your sales slow this year, here are my top 3 pieces of marketing advice as we head into the second half of 2024: Focus on the things that count: Make sure you know WHY you are ploughing time/money/energy/resource into each of your marketing channels. And then double check that it's doing what it's meant to be doing. - Is social media for brand awareness? - Are emails for cross sell and up sell? - Is your website filling the top of your funnel? Get real targeted: What I'm seeing across my B2B client base is that generic and mass marketing isn't having much of an impact at the moment. The way my clients are landing new customers is by using Account Based Marketing strategies to target the specific clients that the want to land. - Research your targets - Write targeted communications - Create lead magnets - Tailor your pitch Retention is cheaper than acquisition: Invest in your current customer base - make sure they never have a reason to look elsewhere. Keep in touch with them, add value when you can, and make sure your customer journey and customer service are the best they can possibly be. - Use automated email journeys - Identify opportunities for cross sell and up sell - Gather feedback from your customers - Keep a record of customer questions and build FAQs Need support? You're in luck - this is what I do, all day, every day!

Yesterday, we discussed the power of emotions in D2C marketing. But what about B2B? While features and benefits are crucial, let's face it, we're selling to humans, not machines. Think about it: how often do you crave an easier way to do a repetitive task? That feeling of frustration – that's an emotion! B2B buyers are no different. They might be looking for solutions that increase revenue or decrease costs, but the underlying desire is often to avoid frustration and streamline processes. By tapping into these emotions, we can create a deeper connection with B2B customers. We show them we understand their challenges – not just the business problems, but the human experience of those problems. So, how can we capture B2B customer emotions? Focus on the "why": Don't just explain what your product does, explain how it will make their work life easier and less stressful. Use storytelling: Share case studies that showcase real people overcoming challenges with your solution. Highlight the human impact: Show how your product empowers employees and improves team morale. By appealing to emotions, alongside logic, we can create a more compelling B2B marketing message that resonates with our audience and drives results. Share your thoughts on the role of emotions in B2B marketing in the comments below.