B2B Articles - October 12, 2022
By Jenny Goldade, Content Specialist
The solution for how identifying customer pain points is right in front of you. By using the resources available to you, it’s easier and less time-consuming to find pain points. Then, you can use them to create buyer-focused content for all stages of the buyer’s journey.
Let’s go over pain points, six resources to identify them, and how to make them buyer-focused.
Pain points are the challenges and frustrations your customers face. These could be anything from daily obstacles to unrealized aspirations, but they shouldn’t be solution focused. For example, needing a specific feature you offer isn’t a pain point; the pain point is the reasoning behind needing that feature.
After identifying these, the next step is to figure out how they go hand in hand with the buyer’s journey. Gartner found that mapping the buyer’s journey is one of 2022’s four themes that’ll drive marketing strategies.1
To map their journey from start to finish, you need to understand the motivations, also known as pain points, that impact how your customers behave. “[Brands] will discover that this is the best path to elevating personalization and ensuring greater brand affinity,” Roger Hurni, Off Madison Ave, said in Forbes.2
Here’s how these motivators play a role in the buyer’s journey.
Want to learn more about defining buyer challenges? Read our Guide: How a Shift in Mindset will Improve Brand Growth.
Identifying customer pain points doesn’t need to be time-consuming. Here’s how to identify customer pain points using six resources:
Once you know your buyer’s pain points, you need to write them, so they’re buyer-focused, not autobiographical. This is key to generating qualified leads. 36% of B2B companies reported that speaking to buyer challenges in messaging created the most success in their qualified lead generation strategy.
36% of B2B companies reported that speaking to buyer challenges in messaging created the most success in their qualified lead generation strategy.
Let’s go over a few examples of autobiographical pain points and how to tweak them so they speak to the buyer’s needs.
Company-Focused Pain Point
Buyer-Focused Pain Point
Our revolutionary cybersecurity software automatically updates with new industry changes.
Cybersecurity best practices constantly change, so it’s difficult to keep up and make sure client information stays safe.
Early on in the buyer’s journey, leads often don’t know yet what form a solution might take (or that the problem can be solved). The company-focused version assumes the buyer already has a somewhat in-depth knowledge of cybersecurity software and is frustrated their software can’t keep up. In reality, they might not know this is something cybersecurity software can address. That’s why the buyer version shares the “why” behind keeping up with cybersecurity best practices.
Our cybersecurity solutions have innovative features like two-factor authentication.
Some customers don’t follow cybersecurity best practices like setting up two-factor authentication, which means hackers could more easily gain access to their accounts.
A pain point should address a possible outcome that matters to the buyer. That’s why the buyer-focused version includes a possible negative outcome for the buyer and their clients if they don’t set up two-factor authentication, while the company version only focuses on what features they have to offer.
Our world-class software provides banks with the education they desire.
Both bank employees and customers fall for hackers’ tricks to steal their information due to a lack of education on how to spot cyberattack attempts.
A desire, want, or need for a product isn’t a pain point. When buyers first discover their problem, they don’t know yet that your software is a solution. That’s why the buyer version focuses on the pain point of a lack of education about spotting cyberattack attempts.
Along with writing buyer-focused content instead of company-focused content, these are a few more writing tips.
Remove fluff and jargon and focus on substance and supporting statistics.
Balance being detailed and concise.
Speak to pain points using the buyer’s language.
It’s not about features but what obstacles the features solve.
With the right resources, identifying customer pain points can be faster and easier. Once you understand their challenges, you can write B2B messaging that speaks to the buyer's journey's awareness, consideration, and decision stages. This messaging educates your audience about their options while helping your business generate more qualified leads.
1Gartner, Top 5 Emerging B2B Software Marketing Trends for 2022, January 27, 2022.
2Forbes, 15 Key Marketing Trends Brands Need To Take Note Of In 2022, April 29, 2022.
3Oracle, Marketing trends 2022: Marketers tell all about successes, struggles, and solutions,
4LinkedIn, Moments of Trust: Why customer value is the key to sales and marketing alignment, 2020.
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