Image by Thad Allen
“But what happened that was bad?” my 5-year-old asked after I wrapped up an improvised bedtime story about a boy named Chugapie who likes to eat a lot of pies. And while his question was certainly a stall tactic, and he was probably just hoping for a sword fight instead of a child-driven, problem-solving narrative, he did have a point.
A good story needs some tension—or something “that was bad.”
As students of business-to-business marketing, we’re well versed in the tensions that compel decision makers to act. Fear is a tested marketing lever, but the business audience has a unique set of worries. As we support our B2B marketing clients to create stories that resonate with their customers, we’ve found common themes. Here’s our short list of business villains that smart leaders pay money to avoid, and clever marketers position their products to combat.
- Innovative competitors—nothing spells the end like getting left behind by a business that reinvents your space.
- Security threats—if your data is compromised, so is your future.
- Inefficient teams—employees make the engine churn, don’t let old tools and bad training slow them down.
- Disenchanted customers—they vote with their dollars, so you’d better make sure they’re voting for you.
Whether your business customer is looking to digitally transform or empower their team, make sure you’re offering a solution that fights their villains and smooths the arc to resolution.