Newsletter | January 11, 2023

01.11.23 -- What is your B2B marketing superpower?




What is your B2B marketing superpower?


Most discussions about customer centricity among B2B solution providers immediately turn to how they serve current customers. But what about prospects? Shouldn’t we offer the same customer centered approach when they are navigating their buyer’s journey to a purchasing decision? And shouldn’t our marketing content reflect that?


Instead, many of us focus our content on selling rather than delivering a high-quality buying experience intended to help the prospect before they become a customer.


Providing prospects with non-promotional content, void of sales pitches, remains counterintuitive to many B2B companies. However, content intended to help rather than sell prospects, especially in the early stages of their buyer’s journey, makes purchasing decisions easier for them and accelerates the sales process.


But this is more difficult than it sounds. Many have not yet overcome the foundational mindset change that has us tethered to a traditional content strategy of only promoting features and benefits with a hard sales call to action. Additionally, those who have accepted the way buyers now make purchasing decisions find it difficult to create the right kind of content in the right amounts to serve their prospects.


This week’s newsletter features my friend, Maurice Davis, who has a special superpower, understanding customers and the way they make purchasing decisions, and he shares some valuable tips for B2B solution providers. And there is more to help you transform your marketing strategy into a supercharged prospect magnet.


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- Perry

Perry Rearick

Chief Editor | Follow Your Buyer


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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.

Customer Centricity

Customer centricity is a term that has been well used in business over the past decade. But what exactly does it mean? Why should you do it and what benefits can it bring? 

If You Want Effective Inbound Marketing, Start With Understanding Your Buyer

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Humanize Your Marketing With Buyer Personas

Remember, we’re all people first. Bring that mindset to your content marketing strategy and you will create meaningful, lasting relationships with your customers.