Have you ever come across this video of business coach Simon Sinek?
If yes, sorry (not sorry). You can’t watch this too often.
If not, happy to have shown it to you, because it contains a very important takeaway.
Sinek confronts you with one of the most imperative issues within marketing: putting the why before the how and what, instead of the other way around. To put it bluntly: your end-users do not care about you releasing a new set of products or services. And that you’ve designed it with the best features or enhancements that sets it apart from comparable products. They want to know how it helps them ease their problems. They want to understand why you added certain features and technology.
Let’s discuss a concrete example:
COVID-19 has everyone working at home, at least a couple of days per week. Video calls are all over the place and proper working headsets are needed. The problem? Background noise caused by your (also working from home) partner, your lovely (but sometimes very annoying) kids, or maybe even your neighbours.
In order to solve this problem, you start to explore the market for all kinds of products and solutions. And you come across two different kinds of products, with two very different pitches.
Now, what pitch do you think works best?
CoolNameTypeX headphones use microphones to pick up low-frequency noise and neutralise it before it reaches the ear. The headset generates a sound that’s phase-inverted by 180 degrees to the unwanted noise, resulting in the two sounds cancelling each other out.
What if you never have to worry about whether you’re able to fully hear and understand your colleagues when joining a conference call? That everything you say gets to the other side in such clarity, it’s like you’re sitting next to someone? Now you can. With CoolNameTypeY headphones.
It’s the latter right? Unless you’re a reseller and have an excessive urge to know exactly what kind of technology is inside, as an end-user you probably just want reassurance that the solution you’re buying solves your dilemmas. However, in practice, we see a lot of vendors run product-oriented campaigns to end-users, while these should address their problems. Combine that with the notion that, especially in an indirect-channel dominated sector, it’s hard to generate leads through campaigns.
To tackle this issue before running a campaign, it’s very helpful to go through this five-step flow. Vendors that have applied this, turned many potential end-users into high-quality leads.
Here are the steps:
- Identify the actual problems of an end-user
- Make end-users aware of these problems
- Trigger a conversation between them and resellers
- Introduce your brand and your solution
- Discuss your products
The first step is to identify the actual problems of an end-user. Try to understand what drives them. How? Just talk to them. If you don’t know who to talk to, ask your resellers for a list of involved customers. Have a one-on-one conversation or call, or at least ask them to answer some questions that revolve around what drives them to use your products.
When you have done this, you can create your campaign that’s based upon the extracted insights. Targeted at an audience that looks like the people that you had a conversation with. This way, you convert potential end-users into leads and trigger a marketed conversation between them and resellers.
Make a distinction between the MQLs and less qualified contacts and start nurturing the first group with even more stories. You kind of have started a digital conversation between an end-user and a reseller. And it’s time to tell more about your brand. Tell them your brand has a fitting solution for their problem.
When you notice that the MQLs are starting to move towards the SQLs, you discuss your products and show the specific product benefits that solve the problem. This way you create a more natural customer journey for the end-user in which you best facilitate both the reseller and end-user. Now it’s up to the reseller to close the deal.
In this short video, our CEO Rick highlights the key takeaways of this blog.