Consumer marketers are ingrained to think about psychographics of their buyers and spend a significant amount on research to uncover these insights. This is an area that many times does not get the proper attention with b-to-b marketers. Not only should b-to-b marketers consider the reasons behind why buyers choose solutions – to solve a business need, to provide innovation to their organization, to save money -- but also what personally motivates them. Fundamentally, you should be asking why the buyer would want to choose a particular solution. The buyer not only considers the reasons for the purchase that will benefit the organization as a whole, but they buyer also weighs the personal satisfaction that comes with implementing a solution that achieves success. Subtle messaging and imagery that depict your business as a champion to buyers and their company -- and why you can help them achieve that success -- will go a long way.
That can't be demonstrated just by talking about the features but only by understanding the root cause of why companies are considering a solution and the problem(s) that they will solve to make them more successful. A few weeks back, I came across an article titled “How Asking Why Helps Us Get to Our Larger Story.” The article encouraged content developers to ask the question of “Why,” five times when approaching a project. This common sense, but ingenious, approach is a clever way to getting to the root cause of a problem and can be used for just about any situation. I believe if you are able to determine what motivates buyers for organizational as well as personal goals, you avoid the features trap and will generate compelling content that appeals to a buyer's needs.