Roger Wigington: How B2B Marketers Can Get Closer to Their Customers

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Last year I finished up my fifth full year as a B2B marketer. A lot has changed in that half decade. When I started, there was a growing movement: “B2B marketing doesn’t have to be boring.” Now we’ve finally moved on to, “B2B marketing can’t afford to be boring.” We’ve finally acknowledged that B2B buyers are people — they want useful information, they want to be entertained, and they’re just as bored by corporate-speak-laden white papers as everyone else. To our credit, I think marketers already knew this. We just had to convince the rest of the organization. For the most part, we marketers have more leeway to choose the best way to reach our audience. And, of course, with that freedom comes responsibility. How do we hit the sweet spot of what our audience wants to hear, and what our brand is trying to get across? How do we give them that value that inspires reciprocity? Here’s how B2B marketers can get closer to their audience in 2021.

#1: Ask the Sales Team

Let’s make 2021 the year we finally ditch the sales v. marketing mentality for good. Tighter alignment between the members of the Revenue Squad can only benefit everyone. The sales team has a wealth of insights about your target audience. They’re the ones taking meetings, answering questions, talking one-on-one with members of the buying committee. In short, sales can tell you where the sticking points are, where more persuasion is needed, and what type of content ultimately sways people toward a purchase. Tight alignment with sales will make your content more relevant to your audience and more useful for your sales team.

#2: Flip the Script on SEO

Are you still thinking of SEO as, “The way to get search engines to recommend our content?” If so, it’s time to update that mentality. The most valuable function of keyword research right now is to determine what humans are searching for and how those queries are worded. It’s all about guiding content creation to match your audience’s demand, from the planning stages through execution. The best SEO strategy is to create content that genuinely meets — and exceeds — your audience’s needs. If your content doesn’t meet a proven need, no amount of keyword stuffing or H1 tagging will grant it visibility. Make your keyword research a tool for understanding your audience. What do they want? How are they trying to find it? How can you be the best answer?

#3: Broaden Your Horizons

B2B buyers don’t spend their entire waking lives thinking about work. If we want to know our audiences better, we need to think about the broader context of their lives, too. When we see our potential buyers more holistically, we have a much broader canvas for relevant content. We can talk about maintaining work-life balance, the challenges of remote work, even the challenges that working parents face in relating to their children. Any topic for content is relevant, provided that 1) Your employees or brand has expertise on it, and 2) It serves to make your audience’s life better in some meaningful way. If you’ve been stuck writing “X more reasons you should try our solution” style content, let this broader context inspire you to write more useful, helpful content that takes the whole person into consideration.

#4: Explore Influence

At the heart of it, marketers are trying to earn people’s attention. It makes perfect sense to take lessons from the folks who have already captured that interest — people who are already engaging and serving your target audience. Tools like Traackr and Buzzsumo can help you determine which voices your audience is listening to. From there, you can see what type of content they’re creating, how they’re capturing interest, and let that inform your own content creation. And, of course, you can take it to the next level: Co-creating content with these influencers and reaching their audience directly (see our 2020 State of B2B Influencer Marketing report for more).

#5: Above All, Be Useful

When we see our target audience as people, rather than B2B buyers (or a target audience, for that matter), we can begin to practice truly radical empathy. Not just the empathy that lets us walk in someone’s shoes long enough to sell them something, either. I mean the type of empathy that leads us to find out how to improve their personal and professional lives, to be genuinely useful, to lift people up because we care about them. Content that sets out with this aim in mind is guaranteed to pull you and your customers closer together. And, of course, helping people and caring about their success is a great way to earn attention, build relationships, and develop long-standing loyalty to your brand. In fact, it may be the only way we have left to do all of the above. Need help creating content that gets you closer to your customers? We’ve got you covered.

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