B2B Content Marketing

Michael Stelzner, one of the leading authorities on writing and marketing white papers,  sat down with David Meerman Scott to talk about David’s new book, World Wide Rave.   One point that struck a cord with me?  “No one cares about my product but me….”

I agree, it is not about creating a great product, people expect that, for VAZT it was allowing  people to find  us in their Epiphany Phase, the moment when people begin the search for a solution on a business issue they are having. They want to know how you can solve their business issue and how you can do it better then anyone else.

I am a big fan of  David,  my photo below is in the World Wide Rave video. VAZT is developing a new microsite that matches buyers and custom content developers called www.b2bcontentmarketing.com, our concept is getting raves from some of the 16 members who signed up since last friday.

Please take the time to check it out and consider participating.

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In the March 2009 Harvard Business Review, there is article called “In a downturn, provoke your customers.”

Geoffrey Moore (Crossing the Chasm) contributed to the article, its premise, “the companies you serve are slashing their budgets- but you can still make the sale.”    Using what they call provocation-based selling, this new (ehemm) process can persuade customers that the solutions your firm brings to the table are “not just nice but essential”

The article states to begin a provocation-based sale must do three things well;

•    Identify a problem that will resonate with executives in the target account.
•    Develop a point of view about the problem
•    Engage a decision-maker who can take an implied action

I don’t mean to be a stick in the mud, or even challenge the article, but it seems to me that’s what custom whitepapers and Account-Based Marketing have been doing for years.  One caveat, going to a senior level executive with a generic white paper is not going to work.  That’s where it ties to the ITSMA’s Account-Based Marketing process, where the paper is developed to be very specific to the account’s business issues.   Any sales approach requires you to do your homework, find out what is keeping the CEO up at night and develop your firm’s point of view on the business issue and your unique differentiation on how you can solve the problem.

To see the article in its entirety click here:http://hbr.harvardbusiness.org

Our last post talked about using surveys as a “listening post” to get an understanding of your client’s requirements.  A new study, “How Customers Choose Solution Providers” from Lexington, MA based IT Services Marketing Association (ITSMA), concluded that marketers need to engage customers earlier than ever before.  They have also identified three major stages of the buying cycle: epiphany, awareness, and interest. With search engines being used in the quest for solving a particular business issues, it is vitally important to align your solution to the stage your client or prospect is in.  Survey’s can be used to identify where a client is in that buying cycle. We all know and probably deal with companies who like to spout how amazing and innovative their products and solutions are without being thoroughly aware of their customer’s issues.

Analyzing and publishing survey results allows your customers to have the floor first. It allows them to express the business issues they are dealing with in full and though carefully constructed questions and technique allow them to share their vision for solving problems.  If you do not have this knowledge, you may unwittingly offer something that they would not be receptive to or even worse, something they are totally against.

After a through analysis of survey results is completed, craft messaging from what they have shared.  Focus on relevancy concerning the business issues you can solve and differentiate your solution to solving their problems.  Be sure to tailor your content to the business issues in their industry or role and where they are in the buying cycle

Publishing survey results will help you build strong business relationships. Your clients will see you as a partner who helps them achieve their business goals instead of a company trying to sell their services. All businesses want solutions to their specific problems, not a one-size-fits-all product. You don’t want to be seen as another company scrambling for business. It is important for your clients to realize that you genuinely care about the things that matter to them and the concerns they face in their day to day business endeavors.