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
- Vocabulary. There’s no better way to speak in the buyers’ language than to document the words they use themselves.
- 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.
- 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.
- Memory. A sentence, thought or description that the guest voiced perfectly may elude you afterwards, and your attempts to recreate it will fall short.
- 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.
- Jargon reduction. Users might understand technical details, but buyers with a shared business problem need a different perspective.
- 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.
- Documented proof. If you have internal reviewers who question your representation of a technical topic, silence the doubters with a replay.
- Approvals. You’re not the only one who’s customer-focused… customers are too! They’ll approve their own words over yours in review.
- 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.