Especially in highly specialized B2B sectors, online marketing is still considered too fleeting and too general to actually contribute to lead generation. So, do you want to desperately toil away on the next bone-dry white paper? Of course not. There is a different way to get a B2B proposition across. Make smart use of the fear of missing out .
How do you get specialists in B2B environments moving? When using Ostenwalder's Value Proposition Canvas, I have repeatedly come across the fear of missing out (FOMO) as the most important driver. 'The fear of missing out' drives people to action. This certainly applies to buyers who are expected to know everything. I think it's great to see that where marketing in specialist sectors often still consists of sending 'thick' white papers back and forth by email and organising intensive knowledge sessions, these means are certainly not the only way to the hearts of specialist buyers.
Working with content specialists. It is not always easy for marketers. Where the marketer is looking for the catchy message, the expert likes to dive under the proverbial hood. Preferably so deep that you can only vietnam telegram data see his or her feet sticking out above the engine block. The Value Proposition Canvas by Alex Osterwalder is a way to get the marketer and the expert out of the it-must-be-content reflex. The model helps to look through the eyes of the customer. The most important question that the canvas answers is: which customer problem are we solving? The model thus provides important input for a B2B proposition.
Proposition Canvas used in determining the customer problem.
Value Proposition Canvas by Alex Osterwalder
My most recent online campaign was about a specialized European investment fund. Ninety percent of the customer base consists of large, professional parties (banks, insurers, pension funds). These parties employ specialists within the decision-making unit ( DMU ). The most important thing that these fund selectors have to do is to select the best funds in terms of risk-return ratio. This is a precise and specialized job, in which all kinds of factors and aspects have to be weighed against each other.
Pains and Gains
The main gain for decision makers is selecting a very well performing fund. The main pain is selecting a poorly performing fund, or not selecting an excellent performing fund. A simple client problem. The difficulty is that there is no investment vehicle that can claim to be the best performing in the future: 'past returns…'. So how do you differentiate yourself with decision makers and influencers in the DMU.
