3 Musts of BtoB Messaging

by Lilia Shirman on June 26, 2009

in Marketing

Relevance – to your buyer’s context for making the purchase: company, industry, role, current business objectives and challenges, and personal interests.

Value – tangible, provable value that specifically and directly links what you’re selling to what the customer wants.  Value is the intersection of results you have proved you can deliver (according to existing customers), and the results the customer is looking for.

Uniqueness – Your secret sauce. That thing that only you can deliver, or for which you are known as the best or the vanguard.

{ 1 comment… read it below or add one }

1 Jim Shields July 3, 2009 at 4:35 pm

This is very true – except that we need to qualify value. Many clients tell themselves a story that looks like value. many things don’t get measured and as such must be based on conjecture. If I think something is a good idea, I will start the process of justification to buy it – the building of a story that suits my arguement. Many services get sold on this basis. A compelling story. If sales increase then so much the better…


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