B2B Content Training with Instructor John Kim, BioProTech

We’re in the training room at BioProTech in Seongnam. Today I opened with this question: "When you craft your message, do you know what stage your customer is at right now?" Isn’t the most common mistake in B2B marketing sending the same message to every customer? A customer who has just discovered us, one who is comparing us with competitors, one who is about to sign off. The information each of them needs is completely different.

So the focus today was designing Value Evidence and Value Proposition for each stage of the customer’s decision journey. At the awareness stage, customers need the insight: "This is your problem." At the consideration stage, they need the evidence: "Why this approach is the best." At the decision stage, they need the proof: "Why you, specifically." And one more thing: in B2B, there is more than one decision-maker. Practitioners care about technical specs and ease of use, team leads about impact and operational burden, executives about strategic value and return on investment, and procurement about total cost of ownership and supply stability. Same product, but you need multiple value propositions. ^^b