How To Tell Your B2B Brand’s Story

Author:

Operatix
Reading Time: 3 minutes

Episode

6

How To Tell Your B2B Brand’s Story

Aurelien Mottier

CEO at Operatix

Ken Rutsky

Founder

Breaking through the noise in a loud and crowded market is tough.

How do you make sure your messaging is being heard in a sea of competition?

Ken Rutsky, the author of Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements has created an 8-layer cake for B2B messaging that helps brands tell their story and stand out.

He spent many years in product marketing in Silicon Valley, and he specialized in security, infrastructure, and business applications in the sales & marketing automation space.  Now he helps companies define their message clearly. Ken shows businesses how they can build their brand through storytelling to accelerate revenue.

The Core Four

Ken’s 8-layer cake starts with the core 4 layers of messaging as a B2B provider. He likes to say it moves from “mythos to money.”

1. Aspirational layer.  This starts with your company’s big dream.  What do you want to accomplish? For SalesForce, it was the “end of software.”  When people think about your brand, what are the pie in the sky things they think you’ll accomplish?  But aspiration alone won’t close a deal with customers.

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People don’t buy aspiration.

Ken Rutsky

2. Magical layer. This layer is the most important. It’s the core of how you build everything else. If you’ve ever heard of the “Hero’s Journey” it’s a similar framework.

Every Star Wars or Disney story is constructed like this. It starts with a hero who lives in his or her world until it gets disrupted in a negative way. The hero gets a gift that allows them to come back and transform their world to a place better than what it was before.

As a B2B company, you want to play the role of the gift, magic, or guide that aids the hero along the way.  You’re not the hero, the customer is. This is truly transformational if implemented successfully.

3. Money layer.  You need to prove that there’s value in what you deliver. What are your key business benefits to customers? You can get someone excited about your product or service, but you’ll never get their purchase without a much needed ROI justification.

4. “How you do it” layer. This is most prominent with tech buyers who want to know how you’re going to execute on your vision. You need to be able to link your method with the money your potential new customer will spend.

The Rest of the Cake

The four remaining values of the 8-layer messaging cake overlap with the first four, but they are really all about seeing the transaction from your customers point of view.  You need to explain to the buyer what is in it for them.

Take each of the core four layers and just look at it from your customer’s side. What’s the aspiration for the buyer?  What’s the journey you’ll take them on as a user? What value are they seeing in doing business with you?

Most providers don’t think about second four layers, they stop at themselves.  They don’t connect with customers on a personal level. But think of any great salesperson, they do this; they think about their customers’ needs, and good things follow.

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The biggest mistake that many early-stage and even later stage B2B providers make is that they think they’re the hero. It’s not you who’s the hero, it’s your costumer.

Ken Rutsky

Breaking Through The Noise

The best way to break through a crowded messaging landscape is to tell your brand’s story in a way that will get attention and is scalable.  If you’re starting with ROI, you’re telling your customers you are just competing on price, and that is a tough hill to climb. Align your value initially around your brand’s story rather than your ROI.

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I always say that it starts and ends with the story.

Ken Rutsky

The chapters you tell in your story need to be well structured and articulated for your customers. Here are the four chapters you can start with when telling your story:

  1. The customer’s world has changed.  The world is moving rapidly, and chances are your customer has some frustrations and needs some new solutions.  Talking about this build rapport and gets their heads nodding in agreement that the old way isn’t working.
  2. They have old solutions to the new world problems. Show them their pain points and missed opportunities that maybe they never realized they had. Position yourself as expert the expert, and teach something they didn’t know.  You might have the solutions they need.
  3. Ask them, “What if you had a different approach and mindset?” They need innovations to solve today’s problem. Show your uniqueness as a provider of these solutions.
  4. Communicate your value back to the customer’s world. Dive into value messaging at this point once you have earned their trust.

This storytelling method is not a “show up and throw up” about your product approach!  You break through to customers by showing them how you can be a strategic partner to get them where they need to go.

Tell them the story of how you’ll help guide them along the way and show them that they are the hero of their journey after all.

This post is based on a podcast with Ken Rutsky. To hear this episode, and many more like it, you can subscribe to The B2B Revenue Acceleration Podcast.

If you don’t use iTunes, you can listen to every episode here.

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About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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