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Creating an Effective B2B Product message - Some Background Information
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By Tench Forbes

Publication Date April 27, 2013

Abstract: This post provides some background information for the May, 2013 event...B2B Product Messaging: In 60 seconds or less - What does your product do, and why should I care? Specifically, it provides some links to an article on the differences between B2B and B2C marketing, and also an article on what B2B marketers can learn from B2C marketers.

 Category: Product Marketing & Demand Creation


In the May Event, Sadhana Joliet and Davida Dinerman will identify challenges with B2B product differentiation, and how to surmount them through effective messaging. The event’s key take-aways provide the B2B marketer with useful tools for developing and communicating unique, compelling, and concise messaging to target audiences.

As mentioned by Sadhana and Davida, it is important to understand the target audience to create an effective message. Considering the differences between B2B and B2C marketing helps the marketer define the audience attributes. April Dunford in her start-up marketing Website RocketWatcher gives a list of the key differences here.

In spite of the above listed differences, there are some useful techniques that B2B marketers can learn from B2C marketers with regard to effective communication. In the MarketingProfs article, How the Best B2B Marketers Think Like B2C Marketers: Five Strategies to Emulate, the authors describe the challenges that B2B marketers face. They also describe how B2C marketing techniques can help overcome the challenges of messaging to the sophisticated B2B buyer.

These articles should provide attendees of the May Event with additional context. The BPMA monthly events have been well attended with lively Q&A, so B2B Product Messaging: In 60 seconds or less - What does your product do, and why should I care? should prove to be another very enlightening event.

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