In B2B marketing, the buying process is often not linear. Purchasing a business service generally takes a lot longer than buying a pair of shoes. B2B decision makers ask their network for tips, delve into the subject, look at the options and select providers. As a B2B marketer, how do you ensure that they select your company?
The vast majority of companies are in the Messy Middle: a phase in which they constantly alternate between exploration and evaluation. Traditional buying processes like See-Think-Do-Care are linear, but in reality, a B2B customer journey is anything but linear.
Combining the Messy Middle model with a demand generation strategy ensures that you respond to the complex decision-making process of your customers. In this article I discuss how you can apply these two principles in your B2B marketing strategy.
Het Messy Middle in B2B-marketing
The Messy Middle in B2B marketing describes the stage between the initial trigger (such as an SEO blog, ad, or recommendation) and the final purchase decision. During this phase, B2B decision makers continuously switch between exploration (where they discover new solutions) and evaluation (where they compare and weigh options). This process can be repeated several times before a decision is made. It is essential that organizations maintain a consistent presence and provide valuable information throughout this phase.
Your ideal customer
The ideal customer profile (ICP) includes the characteristics of your most valuable customer, such as company size, sector and specific challenges. By focusing content and campaigns on your ICP in the exploration phase, you appeal to the right prospects and help them recognize your brand as the relevant solution.
Create awareness and provide value
Demand generation focuses on creating awareness and interest among potential customers, without the direct sales pressure. By focusing your demand generation strategy on your ideal customer profile, you ensure that your marketing resources are used to attract the right target group.
Get in touch with your target group
In addition to demand generation, demand capturing plays an important role in the Messy Middle. Demand capturing is about actually converting the ‘demand gen’ demand into a place on the shortlist of potential customers. In the evaluation phase, you can use demand capturing by providing tools and content specifically designed to remove doubts and facilitate a decision.
With demand capturing you focus on customers who already have a clear need and may already be familiar with your brand. This means using targeted calls-to-action and practical resources, such as product comparisons and customer stories, that help customers through the final evaluation phase.
I would now like to share 7 tips for applying the Messy Middle model in your B2B marketing.
Tip 1. Focus demand generation campaigns on your ICP
By focusing content and campaigns on your ideal customer profile, you increase the chance of attracting exactly the right target group. Demand generation should not be aimed at the masses, but rather at those companies that have the greatest chance of becoming customers. Use a mix of blogs, whitepapers, and social media content that speak to their specific challenges and goals.
Practical example: a software company that focuses on medium-sized companies in the financial sector can share a whitepaper about the specific risks faced by this sector. This attracts companies that are attracted to the specific value that your solution offers.
Tip 2. Consistent presence during exploration and evaluation
In the Messy Middle, it is essential that your B2B brand remains consistently visible to your ICP in both the exploration and evaluation phases. To do this, use multichannel demand generation campaigns on platforms where your ICP is active, such as LinkedIn, Google Ads and social media. Don’t forget that your organic visibility is also very important.
Practical example: a consultancy company can stay top-of-mind with their ICP through LinkedIn ads and sector-specific blogs, so that the brand is recognized as they enter the evaluation phase. This ensures that your company is one of the top choices when the prospect is ready to make a decision.
Tip 3. Gerichte Messy Middle-content in B2B-marketing
Demand generation content must be tailored to the phase your ICP is in. Think of informative blogs, podcasts and (offline) events for the exploration phase and in-depth customer stories and ROI analyzes for the evaluation phase.
Tip 4. Multichannel demand generation campaigns for visibility
B2B decision makers use multiple platforms to gather information. Create a consistent, multichannel presence by combining LinkedIn, Google Ads, social media, email campaigns and content marketing. With a tool like LeadInfo check which companies visit your website. This way your brand remains top-of-mind with the right companies throughout the entire customer journey.
Tip 5. Remarketing for reactivation of potential customers
Remarketing campaigns ensure that you reach your ICP again when they have previously interacted with your brand. This can be done through display advertisements, on social media and via email. Retargeting helps to re-engage hesitant buyers and guide them through the evaluation phase.
Practical example: use retargeting to encourage previous visitors to your website to schedule a demo. You can support this with attractive content such as a case study from the same sector and a savings calculator, so that the ICP feels connected.
Tip 6. Use behavioral science triggers in demand capturing
Behavioral science principles such as social proof and authority bias help persuade potential customers during the evaluation process. These triggers are effective in demand capturing because they remove doubts and strengthen trust.
For example, use customer stories and sector-specific testimonials in your demand capturing ads and landing pages. By showing social proof from similar companies that successfully use your solution, you increase credibility and remove the last doubts from potential customers.
Tip 7. Use demand capturing content to facilitate the evaluation
Demand capturing content can reduce doubts among potential customers and guide them towards a decision. For example, use tools such as ROI calculators, competitive comparison or customer cases that specifically focus on the ICP.
Such as an interactive ROI calculator on your website. This tool can help potential customers in the financial sector calculate the benefits of your solution. This makes the evaluation personal and helps customers to experience the value of your product for themselves.
Are you already applying the Messy Middle model in B2B marketing?
The Messy Middle model and a demand generation strategy focused on your ideal customer profile (ICP) are essential tools in B2B marketing. By using demand generation and demand capturing, you can respond intelligently to the exploration and evaluation phase in which most B2B customers find themselves. This way you remain visible and valuable and help potential customers to make a confident decision. Is your B2B marketing strategy completely Messy Middle-proof?
Source: www.frankwatching.com
