Are you informing or transforming your customers?

Do more with your expertise than just inform customers. Transform them instead.

THINK ON IT: Are you informing or transforming your customers? 

One of the most common strategies in B2B marketing today is demonstrating your company’s expertise through blogs, articles, and how-tos on your website. Content marketing and thought leadership is valuable. It can increase your own site’s SEO — and therefore, your chance of being found in the online noise. It can also show prospects that you know what you are talking about — that they are hiring someone with a depth of industry knowledge. 

But would you believe that there’s something more important than demonstrating that your business is an expert in your industry? 

Like 35 times more important.

After studying the buying behaviors of hundreds of companies, the authors of The Challenger Customer discovered something that’s nearly 35 times more effective in securing a purchase than proving you're an expert. 

It’s simply this: teach your customers something novel about their business.

Anymore, establishing your expertise is table stakes. If you really want to move a customer to action, give them insights they can use – approaches they may have not considered in an area of their business that is important to them.

So what will it take for you to move from simply informing your customers you’re an expert to proving you can transform them? 

Paid subscribers, read on to learn ways to develop a customer engagement strategy that does more than inform – it transforms. (Become a paid subscriber.)

“There is an almost universal quest for easy answers and half-baked solutions. Nothing pains some people more than having to think.” — Rev. Dr. Martin Luther King, Jr.

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