{"id":21450,"date":"2022-12-06T21:10:23","date_gmt":"2022-12-06T21:10:23","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/why-it-feels-weird-saying-mean-things-in-b2b-marketing-and-how-to-get-over-it\/"},"modified":"2022-12-06T21:10:23","modified_gmt":"2022-12-06T21:10:23","slug":"why-it-feels-weird-saying-mean-things-in-b2b-marketing-and-how-to-get-over-it","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/06\/why-it-feels-weird-saying-mean-things-in-b2b-marketing-and-how-to-get-over-it\/","title":{"rendered":"Why it feels weird saying mean things in B2B marketing (and how to get over it)"},"content":{"rendered":"

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I like to think B2B marketing is a classy business.
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That there\u2019s an ethereal Confederation of Marketers\u2122 united in a noble, shared cause. We\u2019re a nice, collegiate bunch, insulated from the dog-eat-dog pugilism of, say, sales.
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But as advertising sage Dave Trott never tires of pointing out, <\/a>we\u2019re also in a zero sum game\u2014for us to win, someone has to lose. Which means we sometimes need to get the knives out and talk about why our rivals suck.
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That\u2019s hard, for a bunch of reasons.<\/p>\n

Maybe the hardest one to swallow is that [deep breath]<\/em> you probably aren\u2019t that different from most of your competitors. At least not to prospects with only a passing familiarity of your domain.<\/p>\n

In our experience, when you dig beneath the surface, <\/strong>even B2B brands with radical offerings often have similar stories to tell<\/strong><\/a>.<\/strong>
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The uncomfortable truth is you\u2019re probably not quite as special as you think you are\u2014and your competitors aren\u2019t as hapless as you\u2019d like them to be.<\/p>\n

And you know what? That\u2019s good <\/em>news.
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Because competitive marketing is perhaps the most enlightening (and most unforgiving) lens through which you can look at yourself. It\u2019s not the latest dirty trick in the SERP playbook: it\u2019s one of the most effective ways to remove your rose-tinted specs and examine your brand in the cold light of day.<\/p>\n

It\u2019s uncomfortable, sure. But it\u2019s also one of the best<\/em> ways to get real about how customers actually<\/em> perceive your brand\u2014and<\/em> how to increase the value you provide.\u00a0<\/p>\n

Here\u2019s three reasons why B2B marketers need to get over their squeamishness about competitive marketing.<\/p>\n

1. Competitive marketing helps customers win<\/strong><\/h2>\n

We\u2019ve spoken (OK, quasi-zealously preached) about the sanctity of honesty<\/a> in B2B marketing a lot.\u00a0
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Of not trying to dupe prospects.<\/p>\n

Of not being a footnote in the Anthology of Snake Oil Salesmen.<\/p>\n

Of being unashamedly fierce advocates for the end customer.<\/p>\n

We\u2019re not doing that for clicks. We found out first hand: you win more when you prioritize your customers\u2019 interests over your own motivations.\u00a0<\/p>\n

Here\u2019s the thing: going to bat for your customers sometimes means \u2018fessing up to the things you can\u2019t <\/em>do with the same vigor as when you talk about what you can<\/em>. More than that, it means pointing incompatible prospects in the direction of the folks who can do the most for them.<\/p>\n

You might feel squeamish at this point\u2014especially as cold financial realities swirl around us.<\/p>\n

But steering prospects towards better outcomes\u2014even if that path ultimately leads to someone that isn\u2019t you\u2014is weirdly magnetic. And there\u2019s nothing, but nothing<\/em>, that says confidence and assurance like being OK with sending potential-but-not-quite-right buyers onto someone else.\u00a0<\/p>\n

And here\u2019s the real upside: when you do this, you can sharpen your messaging so much more finely to entice the prospects you really can <\/em>help.<\/p>\n

So, how can competitive marketing help you get ruthless about what you should and shouldn\u2019t say?<\/p>\n

2. Competitive marketing is a reality check<\/h2>\n

Competitive marketing isn\u2019t just a signal to the outside world about who you are (or aren\u2019t). It\u2019s also a shortcut to exposing the difficult conversations you aren\u2019t having (and that are holding you back).\u00a0<\/p>\n

Think about the last time you visited one of your competitors\u2019 websites, or signed up to one of their newsletters. Maybe there were parts you admired. And I bet there were parts that made you scream \u201cBOOO\u201d and throw rotten cabbages at your monitor.<\/p>\n

You sure there isn\u2019t anything similar lurking among your site or your content?
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How do your competitors talk about themselves? Do they say the same things as you? Do they say them in a way that\u2019s clearer or more nebulous?
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Snoop around and you\u2019ll quickly have a list of things that can inform your own content.<\/p>\n

When we get real about our vulnerabilities, we plug more gaps. Turn competitive marketing practices on yourself, and you\u2019re on a fast track to more informed product improvement, better persona definition, and more customers who actually care about what you can do for them.<\/p>\n

3. Competitive marketing is a brand playground<\/strong><\/h2>\n

Something that sticks in every Velociraptor\u2019s craw is the idea that B2B marketing is unavoidably dull.
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It\u2019s a simple fact that when brands speak with vim and panache, they stand out from the drab and dreary. And boy<\/em> there\u2019s a lot of drabby dreariness in B2B. Competitive marketing is one of the best avenues to figure out how to stand out.\u00a0<\/p>\n

In fact, there are few better places to do your most creative and fun work. Take this classic tit-for-tat between Madison Avenue heavyweights JWT and Saatchi & Saatchi<\/a>.<\/p>\n

JWT goes after its rival\u2019s relative lack of commercial success. The underlying point? It values racking up billing hours and growing market share\u2014and is clearly good at it. Interesting if you\u2019re a shareholder. Less so if you\u2019re a prospect in need of some kick-ass creative.<\/p>\n

Saatchi & Saatchi\u2019s response is a perfect illustration of how competitive marketing can reposition the competition, demonstrate your own values and <\/em>have fun\u2014all in one.\u00a0<\/p>\n

They\u2019re taking a stand for who they are: creatives who win on behalf of their clients. And in the process, making their rivals look all kinds of silly (I love that Saatchi and Saatchi clapped back within a day. What better way to show your creative chops than doing<\/em> the thing you say you\u2019re good at.)<\/p>\n

I\u2019m not saying you need a dossier of jibes, burns, and roasts. But, as a B2B marketer, you should know where you stand, and where you don\u2019t. And in a time like this, who doesn\u2019t <\/em>want that from the brands they work with?<\/p>\n

Which is why there\u2019s never been a better time to lean into your nuances and strengths \u2013 to have fun exposing your beliefs, and bring the right people along for the ride.<\/p>\n

So. Go forth and compete. Be bold. Be honest. Your customers and prospects will thank you, and who knows? You might actually enjoy it.<\/p>\n<\/p><\/div>\n