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The Importance of Outside-In, B2B Marketing
Repost: Original article by postclickmarketing
Post-click marketing requires making a connection with web visitors. The connection has to be based on how you can solve an immediate need. Whether it’s through a purchase, a download, or a phone call, understanding how potential buyers want to make this connection is important for post-click marketers.
As I browse B2B websites, I’m struck by a very common mistake I see over and over. I estimate as many as 9 out of 10 companies think Inside Out today. Inside-Out means they look at buyers through the lens of the business.
This means their mindset is “Here are our products and services and this is how we help you.” The fatal flaw of this approach is that it relies on buyers to figure out how you can solve their business problems.
The mindset I recommend you embrace is Outside-In. With Outside-In, the point of view is from the buyer back to the business. You simply use the point of view of prospective customers.
This means you start with buyers and their personas and then work back to your offerings. For instance, start with questions like these:
- What are their problems?
- Where do they turn for information?
- To whom do they turn to find solutions to business problems?
- What questions must they answer to buy your offerings?
Once you have those buyer insights, you can begin crafting stories and content to address real buyer needs. If you understand what questions they need to answer, you can start to figure out what content will answer those questions. Then once you understand their buying process, you’ll know what content you’ll need to move them from step to step. Finally, when you understand their key pains, you’ll have answers for the Untroubled/Unaware buying stage. (You know someone is in the Untroubled/Unaware stage when he says “Not interested” despite the fact you see he really needs it.)
The Outside-In approach ensures that your company delivers value buyers actually understand and appreciate.
» Read the Original and Complete Article
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