DaveStevensNow

Great marketing is about understanding your audience’s needs and preparing the interactions that will respond to them. Here are four things for B2B marketers to think about in preparing those interactions.

First, build pauses into their customer messaging to allow their audience to reflect. That’s pauses between key parts of your messaging, between your messages, and during your messages. Some parts of the sales process will go fast and others slow. Pace is important and the channels that marketers use operate at different speeds. We speak at 125-145 words per minute but we read at 400-600 words per minute for example.

Visuals can be important: more than 90% of our sensory input is through our eyes and two-thirds of our brain is devoted to processing visual signals. Tweets with images, for example, receive up to three times the engagement of those without and articles with images receive more than 90% more views. According to Hubspot, four times as many customers would prefer to watch a video about a product than read about it.

Be authentic in the way you get your point across. A recent survey by Slideshare found that 80% of consumers thought that authenticity content was the most influential factor in their decision to become a follower of a particular brand.

Finally, B2B marketers use simple words and avoid jargon and business terminology. There’s a great periodic table of some of the words to steer away from here:- https://radix-communications.com/content/uploads/2016/07/The-periodic-table-of-B2B-marketing-cliches-full-sized.png.