How to Create Powerful B2B Messaging That Converts | Douglas Abbott | EP 191

How to Create Powerful B2B Messaging That Converts

In today’s competitive B2B marketing landscape, where trust gaps are widening, convincing and demonstrating to a buying committee that you’re the right partner has become more challenging than ever before. It requires a deeper understanding of a company’s challenges, the demand triggers, the selection process, and decision-making dynamics. So how can marketers craft B2B messaging that influences and engages with every member of the buying committee?

That’s why we’re talking to Doug Abbott (CEO, Contrasted Marketing), who shares proven strategies on how to create powerful B2B messaging that converts. During our conversation, Doug discussed the importance of B2B marketers tailoring messaging to address the specific concerns, needs, and priorities of the different buying committee members. He also emphasized the value of audience-led messaging and recommended leveraging internal and external research to develop a robust messaging matrix. Doug shared some common mistakes and warned against relying solely on AI for messaging. He also explained why human expertise and strategic differentiation are paramount to crafting messaging that truly stands out.

https://youtu.be/XltT_ALUGLI

Topics discussed in episode:

[2:04] The importance of targeting different members of the buying committee in B2B marketing

[2:45] Where most marketing teams struggle regarding the buying committee

[4:08] How to craft effective messaging tailored to different buyer personas

[5:17] Key pitfalls B2B marketers need to avoid when approaching the buying committee—and what to do instead:

1. Focus on audience-led messaging over product-led messaging
2. Research and identify pain points
3. Segment the audience and target based on needs
4. Position the products to address the pain points and needs

[11:00] Strategic positioning and how to influence the buying committee

[14:46] The role of AI in messaging and competitive analysis

[22:51] Actionable tips for B2B marketers on improving the effectiveness of messaging:

1. Identify the buying committee members 
2. Understanding their pain points through customer and sales insights
3. Build a messaging matrix to align messaging with the specific needs of each buying committee member
4. Test the messaging through A/B testing

Companies and links mentioned:

• Doug Abbott on LinkedIn

• Contrasted Marketing

• G2

• Capterra

• ChatGPT

Transcript

Christian Klepp  00:00

We all know that in B2B marketing, convincing and demonstrating to a buying committee that you are the right partner and company of choice is no small feat. It requires a deeper understanding of a company’s challenges, the demand triggers, how they buy, how they make decisions, and their selection criteria. So how can B2B marketers develop the right messaging that speaks to different members of the buying committee. Welcome to this episode of the B2B Marketers on a Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Douglas Abbott, who will be answering this question. He’s the CEO and Founder at Contrasted, which helps B2B companies not only generate leads, but also get the right results. Tune in to find out more about what this B2B marketers mission is. All right, and I’m gonna say, Mr. Douglas Abbott, welcome to the show. 

Douglas Abbott  00:55

Thanks. Great to be here. 

Christian Klepp  00:57

Great to have you on the show. Douglas, I’m really looking for this conversation, because, man, this is something that