Business-to-business marketers often miss the mark with their message by not targeting what customers value the most, according to research from McKinsey. Three of the top five themes that customers value had almost no B2B company affiliation in marketing materials. Those themes include open and honest dialogue with customers, being a leader in a field, and aligning with a buyer's values and beliefs. Businesses also risk losing their message when it is similar to what competitors are saying, according to the report.

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