One practice helps achieve the three “Rs” in B2B marketing.

I woke up this morning thinking about the “three Rs”. Many of my readers may remember them: Reading, Writing, Arithmetic. I was thinking how strange it is that a term related to education should be so grammatically incorrect. But hey, even education has to have its jingles if it wants to sell the product.

Then, later, I saw Ardath Albee’s post “Bullocks to B2B Marketing Buzzword: Relevance” and realized there are “Rs” in B2B marketing, too. And they really are words that start with R. Ardath mentions “relevance.” But there’s also “relationships,” “reputation” and the ever-popular “return on investment.”

Like children’s names are subject to fads — so is B2B marketing-speak.

But once these terms are defined, we discover that these concepts are not new. Just like the three Rs are still at the heart of a solid education, the foundation of what it takes to attract, interest, and convert B2B buyers is no different now than it was in 1975 or even 1875. Only the methods of communication have changed.

Ardath nicely defines “relevance”. “The secret to relevance in B2B marketing is to learn what your intended audience is interested in and applying what your solutions enable in relation to that interest — using words that resonate.”

Here’s how B2B marketers can make sure they are able to do this:

Set up interviews with every sales person in the company who has direct contact with prospects and customers to learn what prospects are telling them. Also interview customers. Hear what problems are being experienced by the customer or prospective customer. Learn their objections, the terminology they use, and how they may be trying to solve the problems now.

This is one  practice that people use to build the “personas” that are popular in B2B marketing today. It is the knowledge that helps ensure B2B marketers do what Ardath advises. That is, using the language that resonates with the prospect while focusing on solving THEIR problems, not on the product being sold. This is what builds relationships, supports the company’s reputation and can result in a better return on investment, too.

Any marketer that doesn’t talk to sales and/or customers is only guessing on how to make sure their B2B marketing communications are relevant and have the most impact.

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