Why Solution-Focused Marketing Works Best for Lead Gen in B2B

When it comes to lead gen in B2B, solution-focused digital marketing plays a crucial role in reaching and converting your target audience. At Synapse, we have been engineering custom strategies to convert the most targeted niche audiences for decades. The technique we’ve uncovered to be the most cost-effective, and lucrative for B2B is to use solution-focused marketing. The purpose of this blog is to share how you can do it too.

Problem over Product

Everyone is being advertised to all the time. Determining what it takes to stand out from the noise can be challenging. We’ve discovered that simply highlighting a product isn’t enough anymore. Consider that your competitors are doing the same. And for many of the people in your target audience, products might not even be top of mind. They might not even be aware of what product they need yet. So, marketing your product first isn’t as effective as showing empathy in your messaging by highlighting the problems your target audience faces and then presenting how your product or service solves them.

Technical Copy Paired with Sales Strategy Converts Leads

A common pitfall that we see from those in highly technical industries is that they take their common vernacular of highly technical concepts and incorporate it into their advertising. For example, a medical manufacturer might attempt to drive leads to their website by running PPC ads with niche keywords or phrases that their target audience wouldn’t know to search for. This also affects how case studies and web copy are written. In B2B, copy is often written from an engineer’s perspective and while it’s 100% accurate, valuable, and true, it lacks the market knowledge and sales strategy to engage their target audience. So technically written pieces often need to run through a marketer to be effective in converting leads.

Marketers and Subject Matter Experts Should Work Hand-in-Hand

At Synapse, we focus on working closely with subject matter experts to carefully craft their technical knowledge on industry-specific topics into concise, digestible, and engaging copy that can be used to attract leads. Instead of a blog written on the technical aspects of a tool, we might generate a well-designed spec sheet and a case study of the results the product has delivered for its target audience. We’ll then expand the reach of that piece by sharing it with their audience on LinkedIn to attract leads from a similar industry looking for the same results. And if they have a small following, we can easily boost that post for a minimal cost through LinkedIn to expand our reach.

Content Positioning is Just as Important as The Content Itself

When we create content at Synapse, the titling of your blogs, white papers, or case studies is often just as researched as the technically written copy itself. It’s vital to the success of the marketing we produce for lead gen that the first experience the reader has with your content encourages them to move deeper into the sales funnel by reading more. Would you prefer to read a case study on the “Specifications of the NX-505 Heart Valve” or “How the NX-505 Heart Valve extends life expectancy for up to 10 Years”? This is where well-conducted client research, technical knowledge, and marketing channel all play a hand in B2B lead gen.

Leverage Market Research to Position Your Products as the Solution

Let’s take the heart valve example a step further. If you’re a medical supplier looking for devices that you can sell to hospitals and need to stand out from your competition who are touting that they have the “best tool” or “longest lasting” or “lowest price”, using the same offer isn’t going to help you much in convincing your buyer to choose you. At Synapse, we learn what core issues your target audience is facing and use that as leverage to position you as the right choice. Some questions our team of strategists consider include:

• Are your customers or clients facing budget cuts? 

• Are faulty products causing issues for their customers? 

• Is there an industry-wide brand preference or equity? 

Leveraging market research and understanding what your target audience’s pain points are is essential in converting them into a lead in B2B industries. Through advertising, copy, and ad design, we create content that addresses the problem by positioning you as the solution. If you’re looking to learn how you can improve your storytelling approach to maximize the impact of your advertising in B2B, check out our blog about The Impact of Storytelling in B2B.