I wrote a few posts on how you start with the customer result – what will delight the customer so much that they will become “raving fans”.
Lets now look at how this could possibly work in a B2B scenario where you have a multiple people involved in making the decision.
So if you start with a result that will delight the customer – define that customer in as much detail , with who that customer WILL be and who WILL NOT BE. I keep emphasising on this point in all my product management and marketing posts. It is always more important to define whom you will not like to serve. That portion of the market is always larger than the market which you can serve.
Once you have defined the boundaries of your service or product to delight, then look at how you will reach her and get her attention. In a B2B scenario this is a very big challenge.
Many people are wanting to get attention of our person. These are primarily 3 sets of stakeholders who are vying for her attention. First is her seniors, then her peers and more than anyone her reportees.
Now within all this chaos there are hundreds of messages which are also vying for her attention from all these stakeholders as well as vendors like us. In addition there are the pressures of her personal life which could also be occupying the same attention span.
So who gets priority
Not your message for sure….until and unless it is something that catches her attention.
Till next time then