B2B buyers prefer to turn to their peers for advice on how to approach business challenges, evaluate vendors and deploy solutions. As a result, vendors should facilitate ICP conversations instead of trying to lead the conversation.
We help B2B marketing teams collect peer insights from their target buyer personas to share with their ICPs and create brand awareness, engagement and interest as part of their demand generation efforts.
This shift in content marketing strategy from vendor ‘thought leadership’ to peer insights elevates the perception of the vendor to a facilitator of valuable industry conversations and idea exchange – and this is what buyers want.
Instead of falling into the trap of more solution-led narratives, B2B brands can also use these insights to increase and maintain the engagement of their lead generation pipeline.
The key to successfully engaging and influencing buyers is to help them understand how their peers approach similar challenges or opportunities. Doing this requires vendors to pivot their narratives from a product-led focus to an insight-led focus.
We apply a simple 3-step process that can be repeated on a weekly or monthly basis to support a full-funnel demand generation strategy.
We design and facilitate a variety of buyer conversations to gather authentic B2B peer insights that can drive your lead generation and demand generation campaigns.
Each insight exchange can be recorded and arranged into a series of assets to support ongoing episodic content formats, such as podcasts, expert video series and more.
The result is a rich collection of ICP perspectives, as well as valuable facts and quotes that can be used as part of your content marketing, social media and lead generation strategies.
Our short-form video assets are a great way to supercharge your organic social media posts, digital ads and landing pages, sales outreach emails and more. Buyers want to see their peers talking about similar challenges and how to solve them.
By sharing peer insights with your ICPs, you can diversify your messaging beyond product/brand-led messages and improve conversion rates. Embed or link these powerful video assets into market education initiatives or specific funnel-stage campaigns to increase engagement.
In-depth video interviews with your ICPs are an effective way to demonstrate that your brand understands your buyers’ challenges. By facilitating peer conversations (instead of controlling the narrative) you can increase engagement with buyers from early funnel stages through to the sales pipeline.
Video assets can be used for buyer education (demand creation), in-depth customer case studies (demand capture) and more.
We offer a flexible alternative to tech analyst firms by designing bespoke research to uncover the insights you need to support a variety of demand generation and sales enablement uses.
By extracting key trends, statistics and actual ICP quotes, we can help you create powerful messaging using real-world voice-of-customer references. This includes eye-catching social media posts, emails, LinkedIn outreach messages, BDR scripts and demand campaigns using peer insights.
The goal is to ensure that you are providing a steady stream of useful insights to your ICPs until they are ready to buy so that they will talk to your sales reps.
Join 300+ subscribers that receive 1 actionable tip every Saturday Morning from a marketing industry peer to improve your demand gen performance.
