Usually you are reaching the right volume of the wrong people, or the right people with content that never mentions a buying situation. Check who is actually engaging, because peers and job seekers applauding your marketing takes is a different audience from the operators who own the problem you solve. Then look at whether any piece ever names the moment someone would go looking for a tool like yours, since content that only describes outcomes gives a reader nothing to act on. Add a clear next step that is not a demo request, and give brand work a longer measurement window than a month before you judge it.
4 resources, 1 India-specific, 4 link-checked.
Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the product, not just the outcome. Good antidote to abstract category language.
On Exit Five by Dave Gerhardt with Anthony Pierri 53 min
Open exitfive.com →Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a single line. Useful before you commit a category name to the homepage.
On Grow & Tell by Alex Kracov with Peep Laja 55 min
Open dock.us →The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at future demand. It is the evidence base for arguing brand budget with a CFO.
From LinkedIn B2B Institute by LinkedIn B2B Institute with the Ehrenberg-Bass Institute Report hub
Carries the stat that matters for brand budget arguments: 92 percent of B2B buyers pick a vendor from the list they had on day one. Uses Indian companies (JustCall, Uniqode) rather than the usual US case studies.
From Think with Google by Think with Google APAC 8 min read
How brand and narrative reads from a different seat.
The same ground, over in Brand, web & content, our Starting Up track.
The same ground, over in Find your idea & build the brand, our D2C track.
