Revenue – I’ve never seen an employee accept a low CPC or high market share…
There are two primary motivations marketers need to address in their messaging:
- Making the target business more money
- Taking away some sort of pain for the target business
Seriously, all B2B buying boils down to these two motivations. While #1 is pretty self-explanatory, #2 might need a little more explanation.
Taking away some sort of pain could look like saving money, saving time, coming into or maintaining compliance, reducing employee turnover, reducing client church, operating more efficiently, etc.
So with these two motivations in mind, take a look at the messages you’ve got in market. Are they address these two motivations? Could your messaging then be tailored so that your target market’s specific motivations are being address?
Finance wants to save money, legal wants to mitigate (or eliminate) risk, sales wants to make more money, business operations (IT, supply chain, etc.) wants to run more efficiently, HR wants to recruit and retain employees…
And you want to make more money and take away pain for your clients (and yourselves).