I’m putting it out there, I think B2B marketing has an identity problem. 

We’ve spent so much time talking at customers instead of to them, that we’ve ended up in an echo chamber of noise and disillusioned buyers. And the reality is that your customer doesn’t care. Not in the way you think, anyway.

And let’s be honest – you’re probably one of those disillusioned buyers. I know I certainly am. If I’m sick of hearing boring and disingenuous voices, that I’m not, for one moment, going to assume anyone wants to hear some vanilla marketing from me. 

Let’s take websites as an example. I’ve worked with companies utterly obsessed with their about us page – why? The about us page is the most contentious one to put together and let’s be honest – it often reads like a CV of your achievements. And news flash – nobody really reads these pages. I even have the Google Analytics data to back it up.

What people care about is your products and services.

People care about the solutions you provide and how it helps them. 

• Don’t make your product pages read like a brochure. Give people an overview and sell the benefits. How are you making your customers’ lives better or easier? 

• You’re often speaking to multiple stakeholders, so appeal to different pain points – whether that’s cost, performance or sustainability.  

• Don’t treat your website like a one-and-done exercise. Include news, case studies and updated testimonials. People can identify with a story more than a technical specification sheet. Make yourself relatable 

Give people a reason to care, and you give them a reason to buy.  

When it comes to talking about your new website online, be honest. I have never, ever been thrilled to launch a new website. I’ve only ever been relieved to finally have it done and off my desk.  

So, take this as permission to rest the rocket emoji and fake enthusiasm. Tell people why you updated the site in the first place. Whether it was for the improved navigation, a contact page that actually works or easier access to your product pages – sell the benefits, and why people should care.

Stop putting yourself in the middle of your website and put your customers there instead.  

Make their needs the hero of the story.  

And if you’re not sure on how to put your customers at the centre of your story, I can help. Let’s make marketing that actually speaks to the people who matter.