B2B messaging: Getting to know and address ICP better using qualitative methods

Marketing for B2B companies is not easy. In contrast to our D2C colleagues, we have less quantitative data. How can you still tailor your marketing perfectly to your target group? We'll look at that in this article.

Tobias Giesen
Tobias Giesen
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B2B messaging: Getting to know and address ICP better using qualitative methods

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Intro: That's why B2B companies need to optimize their messaging with qualitative data

The digital advertising world is highly competitive. According to a study by Statista, the global digital advertising market will grow to over 526 billion US dollars by 2024. In this crowded market, it is essential for companies to find new approaches to remain successful. One key to this is optimizing your messaging.

Resonant messages break through the noise, attract attention and leave a lasting impression on the target audience. However, this is not easy to achieve without data. In the B2B world, particularly with SaaS products, it is even more difficult because decision-making processes are more complex and buying cycles are longer. This is where qualitative methods come into play.

Qualitative data obtained through customer interviews, website session recordings, analysis of comments and discussions on LinkedIn, and analysis of reviews are true gold mines for B2B startups. They make it possible to perfectly match the messaging on the website with the ICP (Ideal Customer Profile) and thus increase the conversion rate.

Top 5 qualitative methods for better target group understanding

As a B2B marketer, you can use these methods to better understand your ICP and tailor your communication accordingly.

Customer interviews:

Through direct discussions with customers, valuable insights into their needs, challenges and preferences can be gained. This information is essential to develop a message that really gets across.

Website Session Recordings:

By observing how users are behaving on your website, you can identify weak points and make improvements. This can help refine your messages and improve the user experience.

Analysis of comments and discussions on LinkedIn:

Social media is an excellent source of unembellished opinions and feedback from customers and prospects. By analyzing these comments and discussions, you can gain a deeper understanding of the needs and wants of your ICPs.

Review analysis:

Customer reviews can show you what customers appreciate about your product or service and where there is room for improvement. This information can help us improve communication and better respond to our customers' needs.

Customer surveys:

Through specific questions, you can collect specific information about your customers' needs and preferences. This data can help you refine your messages and better match your ICP.

If you want

These methods should be used in combination with quantitative data to get a complete picture of your ICP and optimize your communication accordingly. It's not just about what you say, it's also about how you say it. The right tonality and context can make the difference between whether your messages are received by your ICP or not. That is why, in addition to clear messaging, copywriting is also crucial.

In the increasingly crowded B2B SaaS landscape, clear messaging can be an invaluable advantage over the competition. Therefore, use qualitative methods to better understand your ICP and optimize your messaging. The success will be reflected in higher conversion rates and better customer inquiries.

If you have any further questions or need help optimizing your B2B communication, simply send us a short message.


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