To bridge the gap, B2B marketers need to converse with salespeople, because "they are in the trenches, actually talking to customers and prospects and hearing firsthand what motivates them to buy and what keeps them from buying," Shorr says.
But how do you turn the conversations into copy that converts? Shorr offers six tips:
Lead with "application" benefits. First things, first. Nothing else matters if the product offered doesn't fill buyers' needs.
Hit buyers over the head. When you're reaching more than one audience, call out the high-value benefit applicable to each segment. Here, subheads and design can help.
Let customers do the talking. Testimonials, "if they are employed systematically and not arbitrarily," speak volumes. Using a benefit-bearing subhead to introduce a testimonial will clarify it.
Track. Track website form and phone leads back to their marketing sources, to learn which benefit statements convert the most buyers, and favor those statements in the future.
Get personal. "Don’t underestimate the power of personal benefits, even in B2B," Shorr says. Find out what they are by interviewing buyers. Prompt them to choose or rank personal benefits from a list.
Avoid temptations to pile on benefits. Avoid at all cost the "laundry list of benefits." Lists only convert buyers into skeptics.