Product is not the hero of a B2B company's story
That's the title of a post on Ardath Albee's blog called Marketing Interactions. You should read it because it describes a situation marketers find themselves in often. And I think it helps to see a specific relevant example (a B2B marketer selling cloud services) of how to be a hero for our customers WITHOUT mention our products right off the bat.
Too often in our content, the first two words of the first sentence in our content are "company name." Worse yet, we put product names in the title of our content. Instead, try taking the product name out of the introduction of your content. See how you're talking about the solution--not the product?
Here's how Ardath explains it:
If you are a managed cloud services provider, how will you build the story for this buyer?
Will you tell him that the cloud will save the day because you're the leading provider of cloud services?
Or will you:
- Share deep insights about the challenges of taking a new SaaS product to market and how cloud compares to an on premise deployment for scale, uptime, responsiveness and rolling out product updates?
- Produce content that talks about the role a managed services team plays in collaborating with the core team to make sure the infrastructure supports new product developments and customer demands?
- Help him to understand how the security and compliance measures you can provide will be a selling point for his customers - and his executive board?
- Show him how a pay for what you use model will help him keep margins where they need to be?
- Share your insights about how the future trends you see for the industry will be easier to address with a cloud infrastructure and why this is important for his app and his customers?