What B2B Buyers Want: More Relevant, Targeted Messaging

While B2B marketing is improving, there is still a lot of room for improvement.

That’s the message from a recent article on MarketingProfs, which detailed the results of a recent study from Dun & Bradstreet, which surveyed 312 B2B buyers in North American and the United Kingdom.

In that study, about half of respondents said B2B marketing and sales communications have improved, but a quarter still say they’re getting worse. Those who say things haven’t improved said the messaging they’re receiving in the form of calls and emails feels like spam or not tailored to their needs; and it’s not timely.

So how can you ensure that you are delivering marketing content that doesn’t turn off your targets?

1. Know your audience, and what they care most about. This requires talking to your customer service or sales teams, who talk to customers on a daily basis. You’ll also want to talk to key customers. Attending trade-association meetings in the industry you target is also a great way to learn about the issues facing your customers, as long as you spend more time listening than pitching your product. Learn more: Why You Need to Talk to Customers
2. Embrace the “less is more” philosophy. Write fewer, higher-quality pieces; don’t overclutter your website or emails; and show rather than tell customers about how you can bring value to their organizations. Learn more: In the Marketing World, Less Really is More
3. Don’t fill up your customers’ inboxes with junk. Email marketing is an incredibly powerful tool, but only if done right. Deliver relevant, timely messages that your customers will want to open. Yes, it is possible. Get inspired by the ideas in our new download, Email Isn’t Dead: 5 Ways to Energize Your Email Marketing.