When They Want Substance, Straight Forward Marketing is Good Style

Does this description apply to your prospects?

Introverted. Very technical. Love the internet. Don’t like sales people.

Maybe not entirely, but they likely share some similarities with the electronics engineers who were described that way in a recent profile.

Like them, most of your prospects don’t have much time or tolerance for marketing emails and calls. What they want are facts, not fluff.

The same can be said for most b-to-b prospects. They tend to know what they want, and it’s not marketing mumbo-jumbo. They want answers and solutions to their problems right now, requiring a straight forward marketing message that addresses their needs.

For B2B marketers, the premium is not only on being in the right place at the right time, but being there with relevant information. They don’t have to be electronics engineers to qualify; that’s a truism across virtually all B2B markets.

That doesn’t mean the message has to be all “business,” however. Texas Instruments is a good example of a large company that struck a balance. TI effectively delivered substance and technical data while also communicating brand with human-interest stories on its customer support offerings and its environmental efforts, to name a few.

The marketing model has been a winner on two fronts; first, by providing valuable information their prospects need and expect and then;  second, by enhancing people’s perceptions through compelling stories that portray them as a company people enjoy doing business with.