I prefer to suppose B2B advertising is a cultured enterprise.
That there’s an ethereal Confederation of Entrepreneurs™ united in a noble, shared trigger. We’re a pleasant, collegiate bunch, insulated from the dog-eat-dog pugilism of, say, gross sales.
However as promoting sage Dave Trott by no means tires of declaring, we’re additionally in a zero sum sport—for us to win, somebody has to lose. Which implies we typically must get the knives out and discuss why our rivals suck.
That’s arduous, for a bunch of causes.
Perhaps the toughest one to swallow is that [deep breath] you in all probability aren’t that totally different from most of your rivals. At the least to not prospects with solely a passing familiarity of your area.
In our expertise, while you dig beneath the floor, even B2B manufacturers with radical choices typically have related tales to inform.
The uncomfortable reality is you’re in all probability not fairly as particular as you suppose you might be—and your rivals aren’t as hapless as you’d like them to be.
And you understand what? That’s good information.
As a result of aggressive advertising is probably probably the most enlightening (and most unforgiving) lens by way of which you’ll be able to have a look at your self. It’s not the newest soiled trick within the SERP playbook: it’s one of the vital efficient methods to take away your rose-tinted specs and study your model within the chilly mild of day.
It’s uncomfortable, certain. However it’s additionally one of many greatest methods to get actual about how prospects truly understand your model—and easy methods to improve the worth you present.
Right here’s three explanation why B2B entrepreneurs must recover from their squeamishness about aggressive advertising.
1. Aggressive advertising helps prospects win
We’ve spoken (OK, quasi-zealously preached) in regards to the sanctity of honesty in B2B advertising quite a bit.
Of not making an attempt to dupe prospects.
Of not being a footnote within the Anthology of Snake Oil Salesmen.
Of being unashamedly fierce advocates for the top buyer.
We’re not doing that for clicks. We discovered first hand: you win extra while you prioritize your prospects’ pursuits over your personal motivations.
Right here’s the factor: going to bat in your prospects typically means ‘fessing as much as the stuff you can’t do with the identical vigor as while you discuss what you can. Greater than that, it means pointing incompatible prospects within the course of the parents who can do probably the most for them.
You would possibly really feel squeamish at this level—particularly as chilly monetary realities swirl round us.
However steering prospects in direction of higher outcomes—even when that path in the end results in somebody that isn’t you—is weirdly magnetic. And there’s nothing, however nothing, that claims confidence and assurance like being OK with sending potential-but-not-quite-right patrons onto another person.
And right here’s the true upside: while you do that, you may sharpen your messaging a lot extra finely to entice the prospects you actually can assist.
So, how can aggressive advertising aid you get ruthless about what you must and shouldn’t say?
2. Aggressive advertising is a actuality test
Aggressive advertising isn’t only a sign to the skin world about who you might be (or aren’t). It’s additionally a shortcut to exposing the troublesome conversations you aren’t having (and which might be holding you again).
Take into consideration the final time you visited one among your rivals’ web sites, or signed as much as one among their newsletters. Perhaps there have been elements you admired. And I guess there have been elements that made you scream “BOOO” and throw rotten cabbages at your monitor.
You certain there isn’t something related lurking amongst your web site or your content material?
How do your rivals discuss themselves? Do they are saying the identical issues as you? Do they are saying them in a manner that’s clearer or extra nebulous?
Snoop round and also you’ll rapidly have an inventory of issues that may inform your personal content material.
Once we get actual about our vulnerabilities, we plug extra gaps. Flip aggressive advertising practices on your self, and also you’re on a quick observe to extra knowledgeable product enchancment, higher persona definition, and extra prospects who truly care about what you are able to do for them.
3. Aggressive advertising is a model playground
One thing that sticks in each Velociraptor’s craw is the concept that B2B advertising is unavoidably boring.
It’s a easy incontrovertible fact that when manufacturers converse with vim and panache, they stand out from the drab and dreary. And boy there’s a whole lot of drabby dreariness in B2B. Aggressive advertising is likely one of the greatest avenues to determine easy methods to stand out.
In reality, there are few higher locations to do your most artistic and enjoyable work. Take this basic tit-for-tat between Madison Avenue heavyweights JWT and Saatchi & Saatchi.
JWT goes after its rival’s relative lack of business success. The underlying level? It values racking up billing hours and rising market share—and is clearly good at it. Attention-grabbing should you’re a shareholder. Much less so should you’re a prospect in want of some kick-ass artistic.
Saatchi & Saatchi’s response is an ideal illustration of how aggressive advertising can reposition the competitors, display your personal values and have enjoyable—multi function.
They’re taking a stand for who they’re: creatives who win on behalf of their purchasers. And within the course of, making their rivals look all types of foolish (I like that Saatchi and Saatchi clapped again inside a day. What higher option to present your artistic chops than doing the factor you say you’re good at.)
I’m not saying you want a file of jibes, burns, and roasts. However, as a B2B marketer, you must know the place you stand, and the place you don’t. And in a time like this, who doesn’t need that from the manufacturers they work with?
Which is why there’s by no means been a greater time to lean into your nuances and strengths – to have enjoyable exposing your beliefs, and produce the appropriate folks alongside for the experience.
So. Go forth and compete. Be daring. Be sincere. Your prospects and prospects will thanks, and who is aware of? You would possibly truly get pleasure from it.
