B2B Landscape Archives - PaperplaneCo

Podcasts – The Untapped Potential For Business

Peter Parker — Thu, 12 Dec 2024 05:00:03 +0000

Welcome to the podcast blog for B2B decision-makers. We’ll dive deep into the podcast world and bring you insider secrets on how podcasts can boost business and elevate your brand. Get expert tips on podcast strategies, right here, right now. Let’s kickstart this blog with your host, sorry…writer, Laura Ansdell.

From niche entertainment to a mainstream media channel, podcasts have become a powerful tool in the B2B marketing mix. Edison Research revealed in April 2024 that over one-third (34%) of the U.S. population say they have listened to a podcast in the past week—up from 31% in 2023. That means an estimated 98 million people in the U.S. alone now listen to podcasts weekly.

Furthermore, 55% of business owners and founders are listening to podcasts daily. One only needs to look at some of the popular business podcasts to get a sense of the eye-watering numbers. The Tim Ferriss Show, for example, has surpassed one billion downloads.

Elevated engagement

Podcasts build deeper engagement than many other content forms. A BBC report found that branded podcasts achieve an elevated state of engagement for brand mentions. This also drives brand metrics across the board, helping to boost awareness (89%), brand consideration (57%), brand favourability (24%) and purchase intent (14%).

The focus on voice, I mean that literally, in most podcasts may explain their emotional impact. A 2017 study from Yale University found that voice-only communication elicits greater empathy than visual communication.

Brand voice can also be amplified through the podcast medium. People tend to trust individuals more than companies, and podcasts allow brands to convey their human side. Through authentic storytelling, brands can share their origins, challenges, and successes in a relatable way. This storytelling approach resonates with listeners, creating emotional connections that influence purchasing decisions.

Spotify’s 2024 Podcast Trends Tour found that 52% of creators feel they can be more authentic on Spotify than on social media platforms. Meanwhile, 63% of listeners trust their favourite podcast hosts more than social media influencers. This trust provides fertile ground for brands to deepen relationships with their audiences.

Networking and community building

Podcasts are a powerful networking tool. They provide opportunities to connect with high-level decision-makers, existing clients and potential leads. Hosting experts or industry leaders as guests can cultivate relationships and open doors to collaborations or partnerships. These meaningful conversations benefit both the host and the audience. Listeners gain industry insights, while brands solidify their position as thought leaders. This dual benefit strengthens connections and expands a brand’s influence within its niche.

Showcasing thought leadership

For B2B marketers, thought leadership is critical—The Superpowers Index, a 2024 study into B2B buying behaviour, found that thought leadership is now the third most important decision driver for B2B buyers, up from twentieth last year. Podcasts are an excellent channel for thought leadership in B2B contexts. According to Edison Research, 74% of podcast users listen to learn new things. This makes podcasts an ideal medium for experts to share their knowledge with an eager audience and build credibility among prospective clients.

Humanising the brand

Brand podcasts can amplify voices within a company. Team members can share their expertise highlighting their contributions and nurturing a positive company culture. Listeners appreciate hearing from the people behind the brand, which humanises the organisation and builds relatability. Podcasts can also be a platform for celebrating diversity and inclusion, allowing employees to share their unique experiences. This approach motivates the workforce and strengthens the brand’s image as an inclusive and forward-thinking organisation.

Convincing ROI

Producing podcasts is relatively cost-effective compared to other marketing channels and each episode can be repurposed across platforms. For example, audio transcripts can provide a source of content for blogs or articles. Soundbites or quotes can increase visibility in social media. And repurposed content with targeted keywords can boost search rankings. Podcasts can include clear calls-to-action (CTAs) to drive engagement, such as encouraging listeners to subscribe to a newsletter, follow the brand on social media or leave a review.

The power of podcasts for B2B

For businesses looking to stand out in today’s competitive landscape, podcasts offer a unique blend of authenticity, engagement and ROI. Whether you’re starting conversations with industry leaders or building trust with prospective clients, podcasts are a compelling way to elevate your brand, nurture relationships and support long-term growth. In short, podcasts are no longer just an option—they’re a must-have in the B2B marketing toolkit.

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Here’s what you need to know before your next speaking gig

Peter Parker — Fri, 25 Oct 2024 08:45:52 +0000

As a speaker at an event—virtual, live or hybrid, you will be competing for your audience’s attention. From smart devices and laptops to pastries and coffees, your audience will face any number of distractions.

If you do manage to win your audience’s undivided attention, well done. Though you are unlikely to keep it for long. According to research, people’s collective attention spans are shrinking. Our brains are so accustomed to frequent distractions and immediate gratification, activities requiring sustained concentration are becoming a drag.

As a speaker, you are not just competing with your peers and other thought leaders in your industry. You are competing for your audience’s attention with, well, everything and anything.

Channel your inner storyteller

Storytelling has emerged as a crucial technique for capturing and retaining audience attention and making complex ideas more relatable. Good storytelling is a hallmark of TED Talks and executive influencers around the globe.

In fact, neuroscientists have found that narratives activate multiple areas of the brain, making information more memorable and easier to recall. By using vivid imagery, incorporating personal anecdotes and creating relatable characters, we can channel universal human experiences and emotions—and make deeper connections with audiences.

Authenticity in storytelling is also key. Sharing personal stories about challenges and revealing vulnerability shows humility and can foster empathy from your audience.

Stories that paint a rich scene help us engage and process information faster. That is why it is important to incorporate visuals when possible into your presentation to make your narrative stronger and more impactful.

Harness interactivity and technology

Asking questions direct to audiences or leveraging live polls, group activities or breakout sessions are all great techniques to liven things up, stimulate debate and encourage engagement.

Videos, images and animations can help capture audience attention and make complex information more digestible. Speakers can transport their audiences to different environments or create interactive experiences using virtual reality (VR) and augmented reality (AR). Technology really is opening up a whole new world for speakers and audiences to explore.

Let your body talk

Researchers from ‘Science of People’ conducted a study of TED Talk audiences and discovered some remarkable insights. Researchers found a direct correlation between number of hand gestures and views. In the study, the speaker with the lowest-viewed TED Talks made, on average, half the number of gestures compared to the highest-viewed talks. Gestures, it seems, help you win attention on both a visual and emotional level.

The research also found people had already formed their impression of the entire talk in the first seven seconds of the video. Researcher Nalini Ambady says that for efficiency purposes, the brain makes very quick judgments of people within the first few seconds of meeting them. Typically, this happens before any words are exchanged. This underlines the fact that the way you take the stage, how you greet the audience and how you deliver your opening line are crucial. Vocal variety and smiling are also crowd-pleasers according to the research.

Amplify through social media

Social media allows you to connect with audiences before, during and after your presentations. By sharing clips from upcoming speeches or giving behind-the-scenes access, you can generate interest among potential attendees. During live presentations, social media offers real-time interaction between you and your audiences. After a presentation, social media acts as a channel for you to continue to engage your audience and amplify insights.

Embrace inclusivity, accessibility and diversity

Today’s presentations are expected to be inclusive and accessible. So be mindful that your audience may include many abilities, ethnicities, genders, geographies, races, sexualities; and socio-economic statuses.

Aim to use universal imagery and inclusive language. Provide written or visual examples that reflect diverse perspectives and backgrounds. Prepare for individuals who may experience deafness or reduced vision. For example, use large fonts and caption images and videos. The Office for Digital Accessibility (ODA) at the University of Minnesota provides a more comprehensive breakdown of what you may want to consider.

If you are intentional about inclusivity, accessibility and diversity, you will create an environment where everyone feels valued and respected. This will encourage deeper audience connection, participation and engagement.

The battle for attention is on. In an era of short attention spans and constant distraction, it has never been so difficult to win your audience’s attention. Storytelling can transform speeches into captivating narratives that have a lasting impact. Technology can be leveraged to delight and engage. Inclusivity and diversity inspire fresh perspectives and ideas. By embracing innovative technologies, honing storytelling skills and fostering inclusivity, you can have a lasting impact well after the speech is over.

Check out the work we do for thought leaders on our thought leadership content page.

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In Search of the ‘Real Deal’

Peter Parker — Fri, 11 Oct 2024 02:00:15 +0000

Content pollution. Urgh! We all experience it. It’s an endless barrage of content and clickbait snapping at our virtual heels.

Generative AI has the potential to improve many aspects of life and work. But it’s also a digital steroid, fuelling mass content production on an industrial scale.

B2B buyers are not immune. Bombarded with information, it becomes increasingly difficult to wade through the noise and make informed buying decisions.

It is no surprise, then, that the direct consequence of this is a flight to quality content and thought leadership.

The Superpowers Index, a 2024 study into B2B buying behaviour, found this year that thought leadership had rocketed up the ranking to the third most important decision driver for B2B buyers, up from 20th last year.

What is thought leadership today?

Forbes defines a thought leader as ‘an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognise as one of the foremost authorities in selected areas of specialisation, resulting in its being the go-to individual or organisation for said expertise’.

Think Warren Buffett, a thought leader in the sphere of financial markets and one of the most influential and often quoted investors today.

Or Patagonia, a brand that has earned a reputation as a commercial thought leader in sustainability.

As a former CNN war correspondent and speechwriter for President Barack Obama, Aneesh Raman says true thought leadership is about ‘having authentic, relevant, insightful things to say about a few key issues and saying those things over a sustained period of time in order to provoke new thoughts and actions by others’.

Executive influencers

Influencer marketing now also plays a large part in B2B content strategies and thought leadership.

Executive influencers are usually high-ranking individuals (typically a CEO, CMO, or senior leader) who influence opinions through their position and leadership in a specific company or organisation. They leverage their authority and success within the company to build credibility and influence.

An example of an executive influencer is Sheryl Sandberg (Former COO, Meta/Facebook), known for her role in scaling Facebook’s business and her book Lean In, which positioned her as an influential voice on business leadership, particularly on gender equality in the workplace.

Or Brené Brown, known for her research on vulnerability, courage and empathy in leadership, whose bestselling books and TED Talks have shaped conversations around emotional intelligence and leadership, encouraging a shift towards more empathetic leadership practices.

The roles of these influencers in the business world mean when they share their expert insight with existing and new audiences, people sit up and listen. It can add further credibility to thought leadership—and help generate awareness of the content and brand to new audiences.

It is no surprise that B2B buyers are more likely to gravitate towards individuals or brands known for their innovative and leading insights than a brand with a scant thought leadership profile.

It pays to be the ‘real deal’

However, the LinkedIn-Edelman B2B Thought Leadership Impact Report found that close to a third (30%) of people producing thought leadership content admitted their organisations didn’t really know how to use it as a sales or marketing tool. And according to the Superpowers Index, only 26% of B2B brands are rated highly by buyers for their thought leadership, down from 31% in 2022. Despite its perceived importance, buyers’ impression of B2B brands’ thought leadership skills is waning fast.

It seems many brands are lagging when it comes to meeting the demand for quality thought leadership content. Such brands are missing out on the opportunity to increase their standing with potential B2B buyers. Brands that get it right, however, have a golden opportunity to differentiate themselves from competitors.

In a world of information overload, it pays to be the ‘real deal’. Lagging on thought leadership clearly impacts the bottom line.

Check out the work we do for thought leaders here on our Impact Stories page.

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And the award for most ‘epic IT fail’ goes to…

Peter Parker — Wed, 21 Aug 2024 14:03:40 +0000

On 19 July 2024, cybersecurity company CrowdStrike distributed a faulty update to its Falcon Sensor security software for Microsoft Windows. As a result, roughly 8.5 million systems crashed and would not restart in what has been called the largest outage in the history by cybersecurity commentator Troy Hunt. CrowdStrike, once the gold standard in cybersecurity, is now the reluctant winner of the 2024 Pwnie Awards’ ‘Most Epic Fail’ accolade.

Source: X

The outage disrupted daily life, businesses and governments around the world. Numerous industries and institutions were affected – from stock markets and airlines to hotels and hospitals. Within hours, the error was discovered and a fix was provided. However, because affected computers had to be fixed manually, outages lingered for several days.

At the time of the incident, CrowdStrike had more than 24,000 customers, including 60% of Fortune 500 companies. The bill for the global glitch will run into billions of dollars.

The outage raised questions about centralisation in information technology. The majority of global computers use Microsoft Windows, creating a monoculture that reduces resiliency. As a result, there has been widespread and public anger at the failure of political leaders to regulate for diversity and competition.

Questions raised about cloud and third-party software

IT leadership teams are facing questions about how they were impacted and their true exposure to these types of incidents. The history-making outage highlights the vulnerability of companies that rely on cloud services and third-party software.

Businesses are being encouraged to integrate robust contingency plans to manage disruptions. Advisors and policymakers are telling tech companies to do rigorous testing and ensure quality assurance to avoid similar failures that may damage their reputation.

The incident draws into sharp focus the potential legal liabilities of B2B tech firms and financial losses from service outages. This may lead to increased demand for insurance and clearer terms regarding liability in service agreements.

Putting all your eggs in one basket?

The global CrowdStrike meltdown shows the risk when IT operations depend on a single point of delivery. IT leaders are now focussing on concentration risk and how supply chain exposure can be managed. B2B tech companies will have to consider how this may affect their operations and whether client organisations will trust them to be their single service provider in the future.

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Unveiling Our 2024 B2B Marketing Report

Peter Parker — Fri, 22 Mar 2024 06:37:46 +0000

The Great Content Marketing Reframe

Welcome to “The Great Content Marketing Reframe” – a comprehensive report by PaperplaneCo that transcends surface-level tech trends and delves into the fundamental shifts reshaping B2B marketing in 2024. In our report, we propose that true innovation in B2B marketing lies in nurturing a new mindset.

This report guides you in navigating a new technological landscape and buyer mindset with clarity and purpose — ensuring you stay ahead of the curve and outperform your competition.

Get the report

Three reframes, in a nutshell:

Innovation is about skills, not tools:

Generative AI, predictive analytics, and voice search are undoubtedly enticing, but their true value lies in the hands of skilled professionals. Instead of fixating solely on adopting the latest tools, invest in empowering your team with the expertise to leverage them effectively. Think of technological skills as the seatbelt of your marketing strategy – they may feel restrictive at times, but they ultimately enable you to accelerate safely towards your goals.

Personalisation is about relevance, not identity:

Gone are the days of superficial personalisation that merely scratches the surface in understanding the buyer as an individual. Today’s buyers crave content that resonates deeply with their professional aspirations, not just personal details like the product they last bought. Shift your focus from identity-based customisation to crafting insightful, valuable content that addresses your audience’s specific challenges and aspirations. 2024 presents the perfect opportunity to move beyond surface-level engagement and create genuine connections that leave a mark on the hearts and minds of your audience.

Expectations are more important than facts:

“Best practices” have been done and are unlikely to entice a “wow” from your buyers. Not to mention, we found that the majority of B2B gated content is leaving its audience disappointed. Today’s B2B marketing goal should be about exceeding your audience’s expectations. Let us challenge the status quo, push the boundaries of what’s possible, and redefine the very notion of success.

Marketing at large is in the midst of major shifts in marketing technology and in the way customers think. So let us not be bound by “the way we’ve always done it” and, instead, work toward defying expectations, challenging norms, and reframing the way we approach B2B marketing.

Dive into the data behind these reframes:

Get the report

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The B2B Buyer’s Independent Journey

Peter Parker — Mon, 05 Feb 2024 07:00:39 +0000

Advancements in technology and organizational methods have changed the way B2B sales and marketing teams engage with potential customers. Innovations like account-based marketing, buyer intent signals, and AI provide exceptional insights into buyer behavior. However, these tools still cannot fully penetrate the intricacies of the B2B buying experience. The latter involves buying teams making often risky purchasing decisions. They are also cautious of being aggressively targeted by vendors which leads them to conduct most of the buying independently. 6sense explains these complexities in its latest B2B Buyer Experience Report.

According to the research, buyers are typically 70% through their buying process before they directly engage sellers. When engagement occurs, it’s usually initiated with the vendor that ultimately secures the business 84% of the time. Buyers’ requirements are largely established at this initial contact point, suggesting that vendors have a slim chance (16%) of winning the deal if they haven’t made a strong impression in the early stages of the buying process.

There are also surprising insights about the duration of buying cycles. Contrary to expectations, more significant purchases, deemed important to organizations, were associated with cycles shorter than the average of 11 months (from the start of research until vendor selection). This suggests that critical business solutions may be prioritized or streamlined by purchasing organizations. Additionally, larger buying organizations reported shorter buying cycles, possibly due to more mature purchasing processes and specialized personnel.

Another key finding was the impact of the size of the buying team on the length of the buying cycle. The number of vendors being evaluated strongly influences the team’s size, with each additional vendor above the average of four extending the buying process by two months. More vendors also increase the number of interactions per team member and the overall number of buyer-seller interactions.

The research emphasizes the importance for sellers to engage with buyers early in their journey, well before they have completed 70% of the buying process. Early engagement is crucial not only to influence buyers but also to eliminate competitors, simplifying and shortening the buying process. Effective engagement strategies include thought leadership content, expert consultations, practitioner communities, and educational events.

The study also examined buyer activities during the purchase process. It found that virtual meetings with vendors were the most common interaction (55%), slightly more prevalent than in-person meetings (45%), though the latter were deemed more helpful. Other significant activities included consuming vendor content (43%), reading analyst reports (39%), consulting analysts/consultants (37%), discussing with peers (33%), and attending industry events (31%).

When interacting with the winning vendor, about 41% of buyers engaged in website chats, while nearly 40% responded to sales emails or calls. Other actions included filling out forms to access vendor content, registering for online events, clicking on ads, and noticing but not clicking on vendor ads.

Sources: https://6sense.com/report/buyer-experience/

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B2B Playbook Redefinition in 2024

Peter Parker — Mon, 29 Jan 2024 09:00:54 +0000

The latest predictions by Forrester highlight the rising expectations of business buyers, the disruption of digital buying, and evolving partner ecosystems, all contributing to increased costs in winning and protecting revenue. B2B organizations will need to align their marketing, sales, and product teams around customer-obsessed strategies to deliver value to buyers.

Generative AI’s Role in Product Launches

Generative AI will significantly impact B2B organizations, with 80% of AI decision-makers expecting a high impact over the next two years. The technology will influence one in five new B2B product launches. Product teams will use GenAI to analyze customer data and identify innovative ideas for product development. Marketers will need to adapt their systems to safely and securely provide GenAI with access to both structured and unstructured data.

Superficially customized AI-generated content

Poorly personalized content created by GenAI will negatively impact the purchasing experience for 70% of buyers. GenAI’s capacity to produce tailored content in large quantities can result in an overload of low-quality content. Forrester anticipates that a significant majority of business buyers, over 70%, will express dissatisfaction with content that inadequately reflects their specific business needs and conditions. Marketers often feel compelled to continually produce more content to support demand generation and sales, typically focusing on specific industries or geographic areas. However, this approach is superficial—they should instead concentrate on understanding customer personas and addressing their specific use cases and requirements.

Google DeepMind / Pexels

Privacy-related legal proceedings

As B2B data providers and marketing platforms shift their focus from firmographic targeting to individual targeting, the lack of robust consent processes, preference management, and anonymization techniques could lead to legal issues. Data providers and platform companies are moving away from demographic targeting because of the increase in remote work, making it harder to locate individuals at company addresses. This shift towards more personal targeting raises concerns about privacy and personal information protection.

Companies are not adequately implementing necessary consent, preference management, and anonymization processes to prevent personal data leaks. According to Forrester, a significant data provider is expected to face a legal challenge, such as a lawsuit or fine, as a result of intensified efforts by lawyers and governments to enforce privacy laws like GDPR or CCPA.

B2B experts sought by Millennials

40% of Millennial buyers will seek early engagement with B2B product specialists. Professionals aged 25 to 44 will constitute the majority of business purchasing teams in 2024, valuing direct interactions with product experts during face-to-face buying more than other types of in-person engagements. (See also: The B2B Buyer’s Independent Journey)

This trend poses significant considerations for B2B marketers. Millennials are able to make quicker decisions when they have early conversations with experts. However, it’s impractical to have experts spend all their time with customers. To address this, B2B marketers need to strategically use experts’ time and provide buyers with various resources like videos and white papers that reflect expert knowledge. Additionally, brands can implement ‘office hours’ as a scalable solution, where experts are available at designated times to share insights and best practices with a select group of buyers at similar stages in their purchase process.

Google DeepMind / Pexels

Boosting partner ecosystem

50% of B2B companies are expected to increase their investment in partner ecosystem technologies and processes. A surge in reliance on partners in 2024 will be driven by economic factors affecting direct sales and shifting buyer preferences towards partners providing comprehensive solutions and services.

Companies are advised to engage in multi-party collaborative efforts like co-innovation, account mapping, co-marketing, and co-selling; redesigning partner attribution methods; and incorporating new features such as GenAI and partner-led marketplaces. Partners should not be viewed merely as a sales extension. They often develop solutions combining various elements, including those from the company and other sources, tailored to specific market segments, which would be more resource-intensive for a large organization to achieve directly.

Sources:

https://www.forrester.com/blogs/predictions-2024-b2b-marketing-sales-product/

https://www.forbes.com/sites/johnellett/2023/10/27/forrester-predicts-a-turbulent-year-for-b2b-marketers-in-2024/

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The Rise of Video in B2B Marketing

Peter Parker — Mon, 18 Dec 2023 07:00:21 +0000

Video marketing has become a significant tool for B2B marketers, as indicated in recent research by the Content Marketing Institute. The medium’s storytelling and emotional resonance capabilities are the primary reasons for its widespread use. In the past year, 67% of marketers have found video increasingly crucial for their business, with 32% maintaining its consistent importance, and only 1% perceiving a decrease in relevance.

The usage of video varies among marketers, with the majority utilizing it for branded storytelling (61%), how-to or explainer videos (59%), interviews with experts (54%), and customer-oriented content like case studies and testimonials (51%). Thought leadership content featuring company leaders is also common, with a 51% usage rate. Only less than half of the marketers employ videos for product demonstrations (45%), company/employee stories (41%), external training (24%), livestreaming (24%), and other miscellaneous types (4%).

AI’s role in video creation is still emerging, with only 18% of marketers currently using AI tools in this domain. Nonetheless, 33% of those not using AI plan to adopt it within the next year, although 37% have no such plans, and 30% remain unsure.

Marketers who do use AI primarily apply it for scriptwriting (69%), video editing (34%), and generating videos from existing texts (26%). Other AI applications include creating motion graphics (23%), repurposing existing videos (20%), localization (10%), and various other tasks (17%).

The primary advantage of AI in video creation, as reported by marketers, is time efficiency. However, only 17% believe that AI contributes to higher-quality content, indicating room for improvement in AI’s capability to meet marketers’ standards. Other benefits include simplifying the video production process (59%), cost reduction (47%), increased content variety (41%), reduced manpower requirements (33%), and better management of multiple digital channels (19%).

Video content is predominantly created for brand awareness (48%), with lesser emphasis on the consideration stage (22%), buying stage (15%), and post-purchase phase (15%). This aligns with the belief among B2B demand generation marketers that video is most effective at the funnel’s top.

The perceived value of video in fostering human connections has risen, with 43% of marketers now recognizing its potential for sharing relatable real-life stories and experiences. Marketers also see video as a tool for informative (35%) and educational (20%) purposes.

However, there’s caution regarding audience preferences. Only 30% of marketers believe their primary audience prefers video over other content types, while 45% observe that their audience watches videos but doesn’t necessarily favor them. Only 5% reported a preference for other content types over video among their audience, suggesting that despite mixed preferences, the value of video remains substantial.

In conclusion, the rising prominence of video in B2B marketing highlights its effectiveness in storytelling and audience engagement, yet it necessitates a balanced approach due to varying audience preferences. The evolving role of AI in video creation, alongside its integration across the customer journey stages, underscores the dynamic and growing impact of video in contemporary marketing strategies.

Sources:

https://contentmarketinginstitute.com/articles/video-content-research/

https://www.marketingcharts.com/digital/video-231411

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The Impact of Inappropriate Language

Peter Parker — Wed, 13 Dec 2023 06:59:48 +0000

In B2B marketing, a hidden issue is causing significant problems – the overuse of industry jargon. This overreliance on specialized language is leading to unclear messaging, negatively impacting customer relationships and financial outcomes.

Marketers are known for transforming ordinary concepts into compelling stories. However, their dependence on jargon is creating communication barriers, alienating potential customers. This issue goes beyond simple word choice; it reflects a deeper misunderstanding in how companies communicate with their audiences. By using industry-specific language, they unintentionally create exclusivity, failing to connect with a broader customer base.

For marketers, the challenge is to balance specialized language with clear, meaningful communication.

Language choice can profoundly shape a brand’s perception and its customer engagement. A 2013 McKinsey study highlighted a disconnect between what B2B companies emphasize and what customers value. Companies often focus on buzzwords like “innovation,” while customers prioritize more practical aspects such as supply chain efficiency. This mismatch, driven by jargon, weakens brand perception and obscures true value propositions.

A survey by Bospar and Propeller Insights found that 88% of B2B decision-makers believe that clichés and overused buzzwords diminish a company’s credibility. Words meant to impress, like “disruptive” and “world-class”, can actually create a sense of insincerity and disconnect.

The use of jargon, while intended to demonstrate expertise, often limits engagement with important decision-makers. Clear and inclusive language is essential, especially as industries and their vocabularies evolve.

The misuse of jargon not only hides the real value of products and services but also undermines the trust necessary for strong business relationships. In a field where clarity and authenticity are crucial, falling into the buzzword trap is a costly mistake.

Jargon is not just a communication issue; it’s indicative of a larger problem – a lack of genuine innovation. Marketing can’t compensate for mediocrity or lack of features in products. Analyst firms, with their tendency to create acronyms, have contributed to the overabundance of specialized terms, leading to confusion.

Marketing departments, often smaller in B2B companies compared to B2C, are not as involved in product development, leading to missed opportunities for input and marketing strategies. This separation results in inefficient processes and a lack of cohesive marketing thinking.

For effective B2B marketing, companies should adopt clear, simple language that resonates with their audience. IBM’s “Outthink” and Cisco’s “Internet of Everything” campaigns are exemplary, using accessible language to communicate complex ideas.

B2B companies can implement several strategies for improved communication:

Embrace Clear Messaging: Focus on straightforward, jargon-free messaging that directly addresses audience needs. Encourage all departments to adopt a clarity-first approach to communication.
Use Story-Driven Creativity: Employ narratives that reflect common experiences or challenges, making offerings more tangible. Use customer success stories and strong imagery to engage audiences.
Seek Regular Feedback: Create a feedback loop with the audience, using surveys, social media, and customer feedback to refine messaging.

Source: https://www.adweek.com/agencies/industry-jargon-silent-killer-b2b-marketing/

McKinsey study: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-b2b-companies-talk-past-their-customers

Bospar and Propeller Insights survey: https://www.clickz.com/survey-marketing-jargon/

IBM’s “Outthink”: https://www.denniskung.work/new-page-4

Cisco’s “Internet of Everything”: https://www.youtube.com/watch?v=5Jxo7AGZmMw

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Navigating Trust in B2B Marketing

Peter Parker — Thu, 30 Nov 2023 10:19:49 +0000

Trust in B2B marketers is pivotal, yet there’s potential for growth, as highlighted by the Informa Tech 2023 Trust in Marketing Index. A critical area identified for improvement is the value derived from gated content.

A significant 71% of decision-makers express disappointment in the value of such content, with 23% often and 48% sometimes feeling this way. Historical data suggests that 48% of B2B buyers are somewhat willing to fill out a form if an asset is gated, 37% are very likely to complete the form for high-value content only, and 15% are unlikely to do so at all.

A recurring critique of B2B content is its generic nature. Detailed content emerges as a trust enhancer for B2B tech decision-makers, closely following content sourced from reputable publishers.

To fortify trust, B2B marketers are advised to incorporate case studies, offer up-to-date actionable data, and facilitate expert interactions.

Practices that can erode trust in a B2B brand include presenting outdated or repetitive content, leading communications with sales pitches, persistently advertising a product post-purchase or post-decision, and making unsolicited calls after content-related form submissions.

Unsplash

A staggering 95% of B2B tech decision-makers underscore the importance of accurate personal data for tailored communications. Furthermore, 41% of senior B2B tech professionals exchange their data for exclusive B2B insights monthly.

Yet, there’s apprehension about data sharing, especially concerning high-calibre B2B content. Predominant concerns include uncertainty about data usage and protection, excessive form fields, and challenges in ascertaining a company’s credibility.

B2B tech purchasers frequently read industry newsletters and partner websites, almost on par with B2B news outlets and social media platforms. Survey data suggests that top-tier marketing teams can capitalise on this by ramping up content creation, confident in its visibility. Participants in the survey consistently interacted with these channels:

To truly resonate with B2B decision-makers and boost brand trust, marketers must prioritise creating detailed, relevant content and uphold transparent data practices, ensuring every interaction adds value and fosters genuine engagement.

Sources

Informa Tech 2023 Trust in Marketing Index

Demand Gen 2023 Content Preferences Survey Report

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