Once you’ve earned people’s trust, then you get the right to approach them with a sales proposition.

Episode Summary

In this episode, Laura Craven — Vice President of Marketing and Communications at Imperial Date — joins Connor to talk about changing your marketing message to fulfill a need or solve a problem for your customers. Learn to earn your audience’s trust as an expert beyond the products that you sell and how not expecting anything in return can earn your company unexpected rewards.

Key Takeaways

• Give to get marketing establishes thought leadership and inspires customer trust.
• Fulfilling a need or solving a problem — as Imperial Dade did with their High Protection Zone pandemic response program — increases brand recognition and helps the whole market stay afloat in challenging times.
• The marketing department’s primary job is supporting the sales team with brand recognition initiatives, innovative materials for explaining solutions, and clear differentiators to distinguish your company from the competition.

Spend more time addressing your customers’ pain points than you do trying to define personas. Know what your customer needs to be successful, and address those needs in your content.

Hope you enjoyed this episode of B2B Mentors! Make sure to subscribe on your favorite podcast platform. Leave us a 5-star review, so your friends and colleagues can find us too. B2B Mentors is brought to you by activeblogs.com. Head over to our Content Trifecta page to schedule a chat with Connor about custom marketing content solutions for your company and the Content Trifecta effect!