John Davis
In the last few years, the B2B buyer journey has consistently shifted. B2B companies are increasingly managing the majority of the purchasing process alone, conducting extensive research before they ever consider engaging with a salesperson or vendor.
In a difficult economy, buyers also want to see evidence that the solutions they’re paying for will generate an authentic return on investment. Many B2B tech leaders are beginning to adjust to this shift, but there’s still a major problem. Business leaders assume they understand exactly what their customers want and need, but frequently fail to hit the nail on the head with their B2B content.
For instance, as a Trust Radius survey showed in 2024, B2B buyers are now being influenced more than ever before by brand awareness, trust and transparency. They’re looking for industry authorities who can help them understand and navigate the changing tech market with expertise, and compassion.
It’s time for B2B tech companies to rethink how they connect with their customers.
The Vendor/Customer Disconnect in B2B Tech
Vendors and their marketing teams in the B2B tech industry prioritize what they believe is going to be the most important points to address in their content. The trouble is, even with insights into their target audience and market reports, companies often fail to step into their customers shoes.
Many firms still try to appeal to customers based on what’s most important to them, such as how innovative they’re being in the AI landscape, or how much they’ve accomplished with their new technology and hiring decisions. It’s easy to assume this kind of content will help your company build authority and boost customer trust, but the reality is it still makes your B2B content all about you.
Customers want you to speak to their needs. They want you to immerse yourself in their mindset, and speak their language, addressing the key problems they face, the goals they want to accomplish, and the ever-increasing number of questions they have about technology.
Instead of focusing press releases and marketing campaigns championing all the great features of your platform or solution, you should be helping customers understand the problems your products solve. Don’t just focus on painting an ideal picture of what customers can achieve with your solutions, show them how these products or services are going to help them overcome real, genuine issues.
Remember, psychology shows us that people are more motivated by “fear” or the concept of “loss” than the idea of being able to gain something.
5 Crucial Gaps to Bridge with B2B Content
Based on our assessments of the B2B technology audience, we’ve identified 5 crucial gaps that companies need to bridge with their B2B content.
1. You Say: “Let Us Tell You What’s Important to Us”
Your audience needs: “Insights into what’s important to them.”
This is the first, and most crucial point to consider when you’re creating B2B content. When you’re publishing a new article or video about your top-selling product, or an upcoming solution, where’s your focus? Are you concentrating on highlighting the latest AI tools because they’re exciting to you, or because you know that’s what your customers are prioritizing right now?
Find out what’s important to your customers, and shape your content around those priorities.
2. You Say: “Here’s Our Best Speaker, Ready to Dazzle”
Your audience needs: “Authentic insights from a genuine expert.”
Hosting events, webinars, and even video interviews with expert speakers is a great way to boost authority. However, it’s important to choose the right person to represent your brand, and ensure they’re delivering the right content. Customers don’t want to hear from a CEO who just lists all the new features of your solution.
Your target audience wants to connect with your speaker, through real, authentic stories that address the problems they’re facing, and connects with their reality.
3. You Say: “Check Out These Amazing Features!”
Your audience needs: “Information on how your solution solves their problems.”
Again, features mean very little to B2B tech customers. They don’t want to hear that your new CCaaS platform has a built-in AI assistant. They want to know why that matters to them. How is it going to help them improve productivity, increase customer satisfaction rates, or reduce operational costs?
What specific problems is this feature going to address, whether it’s issues with customer retention, or problems with employee performance?
4. You Say: “Let’s Imagine the Perfect, Utopian Outcome”
Your audience needs: “Practical solutions to real-world challenges.”
B2B buyers aren’t living in a utopia, they’re in the real world, tackling genuine issues, such as rising customer acquisition costs, or disengagement among remote workers. They already have a dream of what the ideal future would look like, and don’t need you to paint it for them.
Instead, they want them to show you how you’re going to help them reach that reality, by tackling the problems they already have with practical, genuine solutions.
5. You Say: “Here’s What Success Looks Like.”
Your audience needs: “Preparation for what might go wrong.”
Even the best technology isn’t without it’s challenges. Customers know that your solution isn’t going to be a magic bullet fix to all of their problems. They want an honest, balanced viewpoint from your company, showing them exactly which challenges they might face, and how they can overcome them.
Buyers don’t just want you to promise them great results, they want to see that you understand they might face challenges along the way, and you’re committed to helping them overcome those hurdles.
Overcoming the Vendor/Customer Disconnect
It’s easy to get caught up in the world of creating B2B content that idealizes your products, and promises customers the world. However, today’s savvy organizations don’t resonate with that kind of messaging. The want authenticity, transparency, and a balanced approach to content that demonstrates how well you understand their needs and expectations.
By stepping into your customers shoes and understand what they need from your B2B content, you can build stronger, more meaningful connections. That not only increases your chances of conversions, but ensures you can retain crucial customers in the years ahead.
