Saas Marketer - SaaS Marketer Weekly Is Back (Again)

SaaS Marketer Weekly Is Back (Again)

Yeah, sorry about that

October 18

Bonjour,

Astute readers will have noticed that we haven’t sent an email for a couple of weeks, and for that, I sincerely apologise. I’m sure some of you were losing sleep over it, crying to your spouse or significant other, your head in their lap, leaving their trousers drenched in your tears.

‘Where are they?!’ I bet you sobbed. ‘I miss them so much, they had such a witty writing style, and they were different from all the other boring B2B and SaaS news out there!’

Well, don’t worry, we’re back, and we’re ready to do it all over again.

Why did we disappear for so long, I hear you ask? I’d tell you, but... I don’t think I’m going to say, I like to keep you on your toes hehe.

Well, kind of. Consider it an observation, if you will.

Every time I sit down to do some research for SaaS Marketer Weekly, I’m constantly greeted by articles and think-pieces about whether or not B2B marketing is boring and emotionless, and most of the time they come to the conclusion that they both are. An article by Marketing Interactive is literally entitled, ‘Analysis: Functional and Dry. Does B2B content spell boring?’; and Digital Marketing Institute had an article a year ago called, ‘Why B2B Marketing Is Boring. And How To Fix It’.

B2B and its marketing methodology have been associated with boredom for a while now. Those in the industry recognise that it’s in dire need of a shake-up, something we’ve been advocating for at SaaS Marketer for a while. And yet… we’re still banging on about its mundanity.

The answer, we think, comes in the form of emotion-first marketing.

🤗 What Do We Mean By That?

We can dance around it all day, but the fact is that no matter what industry you’re working in, marketing is always about people and psychology. You need to think about how your target audience thinks. What do they care about? How do you want them to feel when they interact with your business?
You need to tune into that and put yourself in their shoes.
In Adam Toporek’s book, ‘Be Your Customer's Hero’, he talks about trying to figure out the primary emotion in customers and how it directly impacts their experience. The exact same principle can easily be applied to marketing in B2B. Rather than falling into the trap of seeing B2B prospects and clients simply through the lens of profit and money, instead see them as people.
For once, look outside of your damn company and think about the problem you’re trying to solve and the language you’re using to communicate it, and most of all, think about how an audience will look at and perceive it—be brutally honest with yourself.

😕 Now, Having Said That…

There is something to be said, however, for B2B’s willingness to at least try. The ads have definitely been getting weirder, and they’ve been taking more risks; they want to get better, you can tell!

But, my word, B2B definitely needs to try a little harder in the empathetic and emotional department. We could really take some tips from areas like customer experience and B2C (sorry) in order to grow and be our best selves.

Because right now, we’re slacking.

Read on the web >>

Copy of the Week:

Meme of the Week:

As always, thank you very much for reading! If you liked this and want to see more, or simply haven’t seen us before, feel free to head on over to our website where you can view all of our previous stories!

If you have any thoughts on today’s story, let us know what you think!

See you next week 😎

Keep growing,
SaaS Marketer

P.S.

This week’s email is sponsored by Fame, the world’s biggest (and best) B2B podcasting agency. Claim a free B2B podcast audit here: https://www.fame.so/audit

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Saas Marketer - SaaS Marketer Weekly Is Back (Again)

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