The authentic voices of tech buyers shine through in these personas. Transform personas into marketing insights. By Alex McLellan, B2B Tech Copywriter
Rethink Strategic Messaging: Put Buyers First
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By Alex McLellan, B2B Tech Copywriter
Have you ever gone on a date with someone who talked only about themselves? Their interests, their skills and accomplishments, their abilities and accolades? How did you feel? Did the experience encourage a second date, or did it turn you off?
In the B2B tech landscape, buyers seek partners who get them, not just vendors who sell to them. There are lots of vendors who, like the person who walks into the room and only talks about themselves, meets a potential buyer and simply spews specs, features, and capabilities. Do you think that prospect feels understood?
It’s easy to forget that the starting point needs to focus on the prospect’s needs, perspectives, and pain points. If that’s not where your messaging starts, then your assumption that you know what they care about, what they need, might be off base. Is it time to rethink your approach to strategic messaging?
Buyer-centric messaging is about relationships
According to Harvard Business Review, 84% of B2B buyers now start the purchasing process with a referral, and peer recommendations influence more than 90% of all B2B buying decisions. This underscores how pivotal relationships are. And what are the hallmarks of a good relationship? Trust, mutual understanding, and empathy.
Decision makers need to see—and hear—firsthand accounts of how your solution delivered quantifiable results at companies like theirs. Case studies and testimonials that detail how your solution has transformed similar businesses make your messaging more credible and relatable. Metrics like return on investment (ROI), time to market, and lower cost of production experienced by real customers—these are powerful motivators for buyers that get your foot in the door and establish trust.
A buyer-centric approach positions your brands and company as more than just a product vendor—you become a trusted advisor. Get to know your buyers and tailor your marketing and PR messaging accordingly. This is why buyer persona work is so valuable for B2B companies. When you speak directly to your buyers’ challenges, you demonstrate empathy, which is key for relationship building. A Gartner study reveals that buyers are 2.8 times more likely to engage with vendors who directly address their pain points. Illustrating empathy in messaging is both effective and expected.
Simply put, if your messaging doesn’t put buyers’ needs front and center, it falls flat. By focusing on relationship-building strategies in marketing and PR messaging, B2B tech companies more effectively address customer needs, differentiate their offerings from the competition, and foster trust in a competitive market.
How HCI can help
We work with B2B tech clients to develop a strong brand identity that sets the tone for how they convey their values, expertise, and credibility. Together we create a customer journey that engages buyers and encourages customer loyalty.
- With skilled communicators as part of your team, it’s easier to position your unique value proposition (UVP) within the context of your prospects’ needs and challenges. And, with an understanding of the challenges your buyers want to overcome, you can work through your unique selling propositions (USPs)—what sets your solutions ahead of your competitors and solves your buyers’ pain points—rather than you just bragging about your company and its solutions. The conversation and the sale becomes all about them and their needs—a winsome shift in their experience.
- Frame key messages within your brand’s core promise.
- Support buyers throughout their marketing journey so every buyer finds the information they need and receives a consistent message that underscores trust.
- Promote your messaging through multiple channels, from digital campaigns to speaking at industry conferences and engaging media and influencers through public relations.
Messaging is hard work made easier with a partner who doesn’t just talk about themselves and how great they are, but who asks about you. We come alongside, learn about your technology and solutions, your buyers, and the problems you want to solve to get the results you want. Contact us to continue the conversation.
Let's connect.
HCI has marketing professionals in North America and Europe.
HCI has marketing professionals in North America and Europe.
