Written by Ariad Communications on October 4, 2012
in B2B Marketing

I love a good argument… and honestly it can be about pretty much anything, I will happily argue with you about almost any topic.

Because what it really comes down to is, I admire people who can construct a persuasive point-of-view based on facts and insights. Whether it’s constructive, provocative or purely contrarian there’s an elegance that comes from a well reasoned argument that forces us to challenge how we think and what we believe (so no, I don’t spend much time reading web discussion forums – the land of the trolls is rarely a place to go hunting for reason).

And this is where B2B marketing comes in. Unlike consumers, organizations, thanks to their structures, tend to make far more rational purchasing decisions. The purchasing journey that businesses take is more tightly defined than it is for consumers. The committee, the influencers, the approval process are all designed to make the most rational, least-emotional decision possible for the business.

And what this boils down to is that it is far more straightforward for B2B marketers to understand and play a role in their customer’s journey than for their B2C counterparts. Which makes it vital that B2B marketers are able to use content to build a sound and robust argument for their business.

What makes a well constructed B2B argument? For me it comes down to three things:

  • Knowing your audience – constructing an argument is about leading your audience on a journey. To lead people somewhere, you have to know as much about them as possible, including: where they currently are, what they need, what will motivate them, the constraints they face, who the players are. A good argument recognizes and acknowledges all these insights throughout.
  • Creating content that builds – remember, you’re making a case for your company, and this can take time to develop. There needs to be a narrative and a path that, as it builds, convinces. Your content must progress and develop, leading your prospect to the only logical conclusion – your company.
  • Adaptability – arguments are there to be challenged. Well reasoned arguments are capable of taking new inputs and responses from the audience and adapting to them. B2B purchasing may be a more rational process than for B2C, but it’s not completely free of emotion, so you need to be nimble to keep your prospects on track.


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