In B2B Marketing, One Message Does Not Fit All

It used to be that a company could define its value proposition, package and promote it, and the customers with whom the message resonated most would respond. The trouble is that there are often multiple customers, especially for B2B companies who might have to engage in several relationships before they can close the sale. So make sure your marketing messages resonate with each of the various decision makers in the process.

For instance: Purchasing, procurement and strategic sourcing teams value things differently than the CMO, the director of sales or director of marketing does. An engineer thinks differently than a researcher, just as the CEO of a company has a different set of expectations than those of a business user.

It is important to consider all of the decision-makers when putting your communications strategy in place. Similarly, after you engage, and as the dialogue with each prospect progresses, make sure you answer their distinct objections and challenges.