Newsletter | June 7, 2023

06.07.23 -- The Importance Of Knowing What Your Prospects Care About

 
     
 
     
 
  In This Issue:  
 
     
 

FROM THE EDITOR

 

The importance of knowing what your prospects care about!

 

My friend Perry Papast, we’re both members of the exclusive “Perry-as-a-first-name-club”, is a sales sage of Obi-Wan Kenobi status. He has been involved in B2B sales and sales leadership for 25+ years. He has experienced painful failures, exhilarating mountain-top successes, and everything in between.

 

He is also a lifelong learner and is quick to point out how successful sales models are the ones that have evolved with the way purchasing decisions have changed. The best salespeople and their organizations seek to help buyers, take time to understand what they care about, and engage in helping, rather than selling. The skills required to do this are patience, empathy, listening, and spatial-temporal reasoning. Wow, what about always be closing? Not on the list, says Perry!

 

This edition of our newsletter focuses on understanding what your prospects and customers care about so that you can create content that attracts, engages, helps, and ultimately accelerates their buyer’s journey toward a business relationship with you.

 

It includes content advice from Wendy Jacobson and research tips and advice from Kate Hammeke and Adam Lofquist. You’ll learn about Maurice Davis’s secret superpower of understanding customers and Tom Roberts offers advice on creating thought leadership content.

 

Have every edition of our newsletter delivered to your in-box by signing up here: send me the Follow Your Buyer newsletter each week!

 

- Perry

Perry Rearick

Chief Editor | Follow Your Buyer

prearick@followyourbuyer.com
 

 
Exclusive Content From Follow Your Buyer
     
B2B Content Marketing: The Importance Of Knowing What Your Prospects Care About
 
 

“What should my content be about?” That is the most common question I hear from B2B marketers. Well, it should be about something your target audience cares about. For complex B2B purchasing decisions, target audiences are comprised of a buying team of a half dozen members or more working in collaboration to solve a problem, not necessarily buy something. To attract them, the content we create should be about the problems they’re trying to solve. Discovering our prospects’ biggest cares isn’t often easy, here are four ways to do it.
 
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What’s Your B2B Marketing Superpower?
 
 

Maurice Davis has a superpower, and it is understanding customers. I don’t mean the surface level demographics of age, gender, location, and business. He can see the world from a prospect’s point of view and apply that empathy in helping businesses develop marketing strategies, create content that attracts customers, and grow their businesses beyond their expectations.
 
Follow Your Buyer |
 
 
 
     
What Does Enough Thought Leadership Look Like In Content Marketing?
 
 

There is a critical minimum volume of content that B2B marketers need to earn thought leadership status on a narrative.
 
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Are You Following The Three Second Rule?
 
 

There is a strong consensus among digital marketers that we have three seconds to capture the attention of a prospect with our messaging. If we don’t, they move on. 
 
Follow Your Buyer |
 
 
 
     
     
 
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