B2B customer conversations should be given documentary-level importance, but too often, marketers spend valuable interview time being stenographers instead.

Could you imagine producing a documentary film without carefully curating your interviews, paying considered attention to the words your subjects spoke, and ensuring a skilled technical crew delivered flawless footage? Your customer-centric content requires the same consideration if you’re going to up-level your marketing game.

10 reasons to be a stickler about capturing B2B customer conversations 

  1. Vocabulary. There’s no better way to speak in the buyers’ language than to document the words they use themselves.
  2. Patterns. If you get more than a couple customers that bring up the same issue repeatedly, you can bet prospects will want more content about it.
  3. Testimonials. You might not be in this for the glowing sound bites (you shouldn’t be, anyway) – but if you get them, they make great pull quotes.
  4. Memory. A sentence, thought or description that the guest voiced perfectly may elude you afterwards, and your attempts to recreate it will fall short.
  5. Voice of the customer. Word of mouth is more persuasive than a brand’s sales pitch, and by capturing the business dialect from your B2B customer conversations, the voice buyers hear sounds like theirs.
  6. Jargon reduction. Users might understand technical details, but buyers with a shared business problem need a different perspective.
  7. Searchability. Do you recall your guest making an eloquent point but your notes are not verbatim? Your transcript will be – you can find the words.
  8. Documented proof. If you have internal reviewers who question your representation of a technical topic, silence the doubters with a replay.
  9. Approvals. You’re not the only one who’s customer-focused… customers are too! They’ll approve their own words over yours in review.
  10. Knowledge-building. The B2B customer conversations you have (and then listen to) give you a new perspective to bring to the next one. You’ll ask better questions and create increasingly more compelling content for buyers.
B2B customer conversations

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