Turning Customer Loyalty Into Lead Qualification: What’s Your Verb? 

What’s Your Business’s Verb?

Lead Qualification: Define Your Business’s Verb

Every business exists to solve a problem or fulfil a need. This is the foundation of making money. But when you break down what’s involved in delivering that solution, the tasks can feel like commodities. Think about it:

• Writing? A commodity.
• Sending cold emails? A commodity.
• Building a landing page? A commodity.

In many ways, the actual job to be done is transactional. But what if you could go beyond that? What if your business could evoke emotions like empowerment, excitement, or trust through the way you solve these problems? 

This is where the magic lies.

It’s the difference between being just another service provider and standing out with a unique value proposition that resonates deeply with your clients. When you create a genuine, emotional connection with your clients, you go beyond being a service provider and become a trusted partner.

Stand Out: Add Emotion to Outsourced Marketing

Take Warby Parker, the eyewear company. At its core, they sell glasses—simple enough. But what sets them apart is the experience they offer. They build their customers’ trust by letting them try on five different frames at home. In return, their customers trust them with their purchasing decisions. 

This “empowers” and “delights” their customers, creating an emotional bond that makes the experience memorable.

Their product is glasses, but what they really deliver is convenience and options that suit everyone who tries their product.  

B2B Demand Generation Done Right: HubSpot’s Example

Another brilliant example is HubSpot. On the surface, it seems like a sales CRM, but it has layered in so much more value with free tools, blogs, webinars, and downloadable content on its HubSpot Academy courses to educate customers. 

HubSpot makes its users feel upbeat and informed, which means they don’t just sell software—they offer knowledge and confidence.

The Real Power in Lead Qualification

It’s not just about what you do, it’s about how you make your clients feel. According to Gallup, companies that focus on emotional connection outperform competitors by 85% in sales growth. And most customers will pay twice as much if they are loyal to a brand.

People often forget what you did, but they’ll never forget how you made them feel.

Find Your Verb in B2B Demand Generation

What verb defines the way you serve your clients? 

Do you inform, delight, educate, or inspire them? Think about the emotional response you want to evoke. When you start thinking about your business’s verb, you begin crafting experiences that go beyond the job to be done. This is how you stand out in a market filled with similar services, especially in B2B demand generation.

The best thing you could do for your business is think about how clients perceive it. A good impression will have a lasting impact.

How to Uncover Your Verb for Lead Qualification

If you’re not sure what emotional experience your business delivers, here are some practical steps:

1. Survey Your Clients: Ask them how your service makes them feel. Are they more confident, in control, or less stressed? This insight is invaluable for lead qualification.
2. Study Competitors: Look at how leading brands communicate. What words do they use to express the emotional outcomes they provide?
3. Refine Your Touchpoints: Examine all the ways clients interact with your brand. Is it through emails, customer service, or onboarding? Infuse your brand’s “verb” into each interaction.
4. Reinforce It: Once you identify your business’s verb, make it part of your messaging, service, and team culture. This solidifies your positioning, especially in outsourced marketing

Lead With Emotion for Lead Acquisition

Your business might offer a commodity, but how you make clients feel can elevate your brand from ordinary to extraordinary. The job to be done matters, but how clients feel during the process is where long-term loyalty is built.

So, what’s your verb in B2B demand generation?

Jason Bagley Founder, Growth Experts

I'm a business builder, the founder of Growth Experts, sometimes public speaker, and a member of the Entrepreneurs’ Organization. Mostly though, I’m just a dad to Eva & Cruz and a husband to Karina.