“...the convention in the marketplace is that the brands who are advertising position themselves as the hero…[but]...your customer should be the hero as a result of being transformed using your product or service. The transformation promise will generate you more leads than anything else. Here’s the point - position yourself as the guide”
While every great story needs a hero, if maximising market share and lead generation are your objectives, then you should not be it. Instead, the hero should be the customer, and the story should paint a picture of how the customer overcomes a challenge in their business - is transformed - as a result of using your technology product or service.
In this narrative, you are the guide - a trusted advisor/partner to your customers and prospects. The result - the hero transformation process. This is what customers resonate with and which ultimately generates leads for your business.
This flies in the face of advertising conventions and requires a fundamental shift in thinking, because as a brand and marketing team, you need to move away from ‘us’ and focus instead on ‘them’ — your customers and their needs, challenges and concerns - and better yet, on a journey of ‘us’ - a mutually beneficial partnership with a fairy tail ending!
Here is Episode 5 of #TechBytes
Download the full white paper “Inside B2B Lead Generation 2019”, researched and produced by Digital Kungfu, a purpose-built lead generation company for tech businesses.
