Establish the Right Tone for B2B Advertising

I’ve always felt that a factual, journalistic tone is most effective for B2B marketing materials, and that buyers want a straightforward description of the benefits of purchasing a particular solution. Technology buyers are very smart and very skeptical of anything that smacks of hype.

I recently ran across an interesting study by Harte Hanks that backs up this view. “Mapping the Technology Buyer’s Journey” looks at how technology buyers purchase products. One of the questions the study asks is, “How effective are the following marketing ‘tones’ in initially attracting your attention to technology product advertising?”

• The most effective (87%) in attracting attention was a factual tone.
• Next (83%) was cost/value-oriented.
• Also highly effective (79%) was benefit-oriented.

Humorous (17%) and edgy/cool (15%) received far less favorable ratings. Moreover, the study found that the higher the level of the responder in the organization, the less effective these two tones become. If you’re going for an executive level audience, it pays to avoid a humorous or edgy tone.

It’s nice to see my opinion validated.

How does this research reflect your results?

Comments

[Dave]

Very interesting...it pays to know when to be "tongue in cheek" and when to play it straight.

[Blog]

Great find Cheryl. I guess the same rules of in-person behavior apply online. People expect you to be professional in person and extend that online.

Wonder if business people who employ a professional tone are able to inspire people.. Charismatic people are not always professional. They're in fact a little zany.

Raj

[Hand Held Core Drill]

Hi..You did a great job by giving the information about the B2B advertising..I am sure it helps for the business people more..And thanks for the information..

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Customers want a uncomplicated information of the advantages of buying a particular remedy. Technological innovation buyers are very sensible and very doubtful of anything that smacks of buzz.