Shifting Focus from What to Why

Engineers are like artists, but instead of brushes and paints, they wield specs, features, and technical brilliance. When it comes to B2B tech marketing, there's often a tug-of-war between the 'what' and the 'why'. Engineers, bless their detail-oriented hearts, are in love with the 'what'. They can sing the praises of specifications, features, and technical marvels for hours. And while that's crucial for product development, it's not always the best approach when it comes to winning over customers.

Enter the 'why'. The secret sauce of customer-centric marketing. It's about seeing things from the customer's perspective and showing them not just what your product does, but why it matters to them. This shift in focus can make all the difference in B2B marketing, turning tech talk into marketing gold.

Tapping Into the 'What' Mentality

From an engineer's perspective, the world is a playground of features, specs, and technical brilliance. They see the beauty in every line of code, every precisely machined component, every optimization. There's no doubt, this matters. Without this attention to detail and technical excellence, we wouldn't have the remarkable products that help industries grow.

There's just one problem - while 'what' matters tremendously in product development, it doesn't always resonate with your customers. They're not lying awake at night dreaming about your product's impressive specs. They're thinking about their own challenges, goals, and bottom lines.

This is where a feature-focused approach falls short. It assumes that customers will connect the dots between your product's capabilities and their own needs. But in a world where decision-makers are bombarded with information, making that connection for them is crucial.

Embracing the 'Why'

Customer-centric marketing flips the script. Instead of leading with what your product does, it focuses on why it matters to your customers. It's about understanding their challenges, speaking their language, and showing how your solution can make their lives easier or their businesses more successful.

The psychology behind this approach is powerful. Even in B2B, decisions aren't made purely on logic. Emotions play a huge role, and connecting on that level can be the difference between a sale and a missed opportunity. When you speak to the 'why', you're not just selling a product - you're providing a solution, a path to success.

Shifting from 'What' to 'Why'

So how do we make this shift? Here are some key steps:

• Get to know your audience: What keeps them up at night? What are their goals? What can help to make their lives easier?

• Identify pain points and desires: Dig deep into the challenges they face and the outcomes they're after.

• Translate features into benefits: For every feature, ask "So what?" until you get to a benefit that resonates with your customer.

• Craft compelling value propositions: Articulate clearly how your solution addresses their specific needs and helps them achieve their goals.

• Tell customer-focused stories: Use case studies and scenarios that your audience can see themselves in.

The Art of the 'Why'

Let's look at a quick before and after:

Before (What-focused): "Our software uses advanced algorithms to process data 50% faster than the industry standard."

After (Why-focused):

"Imagine having the insights you need, faster than ever before, so you can make decisions in real-time and stay ahead of the competition."

See the difference? The first statement tells the customer what the software does. The second one shows them why it matters—how it can help them solve a problem, gain an advantage, or achieve a goal. That’s the power of the 'why.'

Case Study: Before and After Marketing Messages As an illustration, let's examine an example.

Before: A manufacturing company was promoting its latest machine, highlighting its speed and precision. The messaging was all about the specs: "Our machine operates at 10,000 RPM with an accuracy of 0.01mm."

After: After embracing a customer-centric approach, the company reframed its message: "Meet tight deadlines with confidence - our machines' speed and precision mean you can deliver high-quality products faster, keeping your customers satisfied and loyal."

By focusing on the 'why,' the company connected directly with what their customers valued most - reliability, efficiency, customer satisfaction, and peace of mind.

The Impact on Lead Generation and Sales

This shift from 'what' to 'why' isn't about making your marketing sound better. It's about driving results. When you articulate the benefits of your product in a way that resonates with your customers' needs, you're more likely to capture their attention, generate qualified leads, and ultimately, close more sales.

In fact, companies that adopt a customer-centric approach often see a significant increase in lead conversion rates. Why? Because when customers see that you understand their problems and can provide a solution, they're more inclined to trust you with their business.

The Power of 'Why' in Decision-Making

One of our clients, a leading provider of municipal water treatment solutions, shifted their marketing strategy to focus on the 'why,' and the results were remarkable. According to Yariv, their marketing director:

"By focusing on why our technology mattered to our customers and how it could make their jobs easier and their businesses more successful, we saw a dramatic increase in leads and a noticeable improvement in the quality of those leads."

Overcoming Pushback from Your 'Techy' Team

Resistance from the Technical Team

It’s not uncommon to face resistance when shifting from a 'what'-focused approach to a 'why'-focused one, especially from your technical team. They may worry that focusing on the 'why' oversimplifies or undermines the technical complexity and value of the product. It is understandable that they are passionate about the product's features. They have spent countless hours perfecting them.

The key is to balance technical accuracy with customer appeal. You don’t have to sacrifice one for the other. Instead, you can highlight the technical excellence while clearly showing why it matters to the customer. For example, you can explain how a specific feature that your engineers are proud of directly translates into a tangible benefit for the customer. It’s about framing the conversation in a way that satisfies both parties.

Continuously Refining Your 'Why' Message

The 'why' isn’t static, it evolves as you gain more insights into your customers and their needs. Regularly revisit your messaging to ensure it remains relevant and effective. Involve your technical team in this process; their insights can help make sure that the 'why' is grounded in the reality of what your product can deliver.

Conclusion

Shifting from 'what' to 'why' goes beyond a marketing tactic. It's a way of doing things that puts your customer at the center of everything you do. By focusing on the 'why,' you’re not focusing on what your product does, but showing why it matters to your customer, making your marketing more effective and your product more appealing.

Ready to see the difference that a 'why'-focused approach can make? Start by rethinking how you describe your products and services. Whether you're working on a marketing campaign, a sales pitch, or a product launch, don't forget to ask yourself: "Why does this matter to my customer?"

Need help refining your 'why' message? At And-More Marketing Solutions, we specialize in helping businesses like yours transform technical brilliance into customer-centric marketing that drives results. Let's talk