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“The single biggest problem in communication is the illusion that it has taken place.” George Bernard Shaw

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:-

Categories: b2b b2b marketing content marketing customer jargon marketing

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Dave is an experienced global B2B Chief Marketing Officer / Marketing Director with an established reputation for delivering commercial results in start-up, mid-tier, and blue-chip businesses across technology, and business services and professional services sectors.

Dave has worked for major brands such as Telefonica O2, EY, and Barclays and held posts from Chief Marketing Officer to Director of Online, has run his own business, and managed a P&L for a major corporate. He is chair and co-founder of the Business Marketing Club ( - a network of B2B marketers. In 2019, he was named one of the top 100 B2B European marketing leaders ( He is a graduate of Cambridge University, a Chartered Institute of Marketing (CIM) Chartered Marketer and holds a MBA with Imperial College, London. Dave is a keen cyclist and adventure traveller, is married, and lives in Buckinghamshire. You can read his blogs at

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