How to Create B2B Product Messaging that Resonates with Buyers

Earlier this week, I discussed the importance of storytelling in B2B marketing content.  One area of storytelling that I briefly touched upon was product positioning. I’d like to further explore that subject, in particular, how product positioning and messaging impact the effectiveness of your marketing campaigns.

Your company can have the best product in its field, but still fail to gain traction within your market.  Oftentimes, misguided positioning and messaging are at the heart of this issue.  Either the right message is falling on deaf ears, or the wrong message is alienating what should be a captive audience.

A recent HubSpot blog did a great job breaking down what B2B’s should be looking at while developing their product messaging strategy.  For me, one of the key takeaways was that companies should be open to reevaluating the true “home run” features their product or services boast. “In most products, there are a number of different features or benefits to choose from when crafting your messaging. The more complex the product, the more options you have.”

A B2B company can have a more difficult time honing in on which features to emphasize with their marketing.  A B2C marketer can highlight a flashier, but more periphery feature.  Unfortunately a B2B marketer will not be able to get away with such messaging, at least not to the same degree.  When you are dealing with a product such as analytics software, the end-user is going to be a lot more knowledgeable and critical than your everyday individual.

This brings up another important point: make sure your product message is geared towards the right person!  While your marketing plan may sound great to you and your team, you must remember that you are probably not marketing to marketers.  IT professionals have a different level of knowledge and priorities, which will obviously impact how they evaluate products and related content. Talk with people in positions similar to your ideal end-user, ask what they like most about your product, what would be the top selling point, etc.

Tying this back to storytelling, I’ll leave you with this quote from MarketingProfs. “Your audience may be businesspeople, but that doesn't mean they are automatons who don't enjoy a good laugh or a personal touch.”  Striking a balance between appealing to your buyers both logically and emotionally is essential for effective selling.  If you have relevant, useful information in your content, and are able to present it in an engaging manner, you should have no problem bringing in customers and closing sales!

Do you agree with these points? In your experience, does product messaging have a profound impact on your business’ sales?  Can you think of any examples of misguided product messaging? Any and all feedback appreciated!