Have you audited your corporate story lately?
What percentage of your messaging speaks to your customers? The problems they are trying to solve? The desired business outcomes they are trying to achieve?
What percentage of your corporate story is about your products? Features? Capabilities? Bits and Bytes? Speeds and feeds?
Well, if your business is like other B2B companies — your messaging includes too many details about and not enough about how you create value for customers. But, don’t take our word for it. Do the audit.
You’ll likely discover exactly what Forrester Research did when they evaluated 60 websites of leading B2B companies across 12 industries. Forrester determined that only four of 60 companies earned a passing score based on how well their story engaged potential buyers and inspired them to act.
What is probably even more shocking is that Forrester found B2B marketers admit they talk mostly about themselves: 90% said their corporate pitch focused mainly on the company’s unique strategy and product portfolio details.
Wait. It gets worse. Just 14% of companies explicitly mentioned the measurable business outcomes buyers will achieve working with the company versus sticking with the status quo or buying a competitor.
As a marketing or business leader — you simply can’t afford this to happen. Especially when 67% of B2B buyers prefer conducting most of their research online and not talking with salespeople before making buying decisions.
Make no mistake about it, your messaging directly impacts financial performance. In fact, companies that have highly engaging and customer-centric stories grow 1.5 times faster than their competitors.
It’s time to connect with customers from their point of view. It’s time to rebalance your story and ensure the measurable business outcomes you can produce for buyers are omnipresent.
Request a briefing with one of our messaging experts today to learn how we can help.
That’s Your OnMessage Minute.
