“Your business might be more of a therapist than a technician. Find out why the way you make clients feel could be the real secret to success.”
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:
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:
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?
We’d love you to share it with your friends, colleagues or your marketing team.
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