In the fast-paced world of B2B, many companies fall into the trap of “taking action” without laying the proper groundwork for success. They rush to create videos, run ads, build landing pages, or launch email campaigns, believing that speed is the key to gaining traction. However, these efforts often miss the mark, leading to disappointing results such as:
- Low engagement rates
- Poor conversion rates
- Unqualified leads
- Declining ROI
What is the root cause of these failures? A lack of a compelling narrative that resonates with your target audience. In video marketing, where storytelling is the cornerstone of engagement, this oversight can be especially detrimental.
The Power of Narrative in Video Marketing
At the heart of any successful Go-to-Market (GTM) strategy is a story—a narrative that connects with your audience on an emotional level and makes your product or service essential to them. Without this narrative, even the most visually stunning videos can fall flat. This is particularly true in B2B markets, where the decision-making process involves multiple stakeholders and longer sales cycles. Here’s where a well-crafted narrative can make all the difference.
Understanding PUR Problems: Painful, Urgent, and Relatable
The key to a successful narrative lies in addressing what we call PUR problems—those that are Painful, Urgent, and Relatable to your Ideal Customer Profile (ICP). Let’s break this down further:
Identifying Painful Problems
Focus on challenges that cause significant discomfort for your Ideal Customer Profile (ICP). These are not minor inconveniences but issues that disrupt operations, lead to financial losses, or hinder growth. For example, a company struggling with personalized video content may experience plummeting engagement rates and loss of market share.
Emphasizing Urgent Issues
Urgency drives action. An urgent problem is one that your ICP cannot ignore. It demands immediate attention because the consequences of inaction are severe. For instance, if a competitor is gaining ground with advanced video marketing techniques, your ICP may feel pressured to act quickly to stay competitive.
Ensuring Relatability
The problem must resonate with your ICP’s reality. Relatable issues foster a connection between your brand and audience, making your message more impactful. For example, maintaining video quality across campaigns due to limited resources is a relatable struggle that many businesses face.
Avoiding Generic Messaging
B2B companies often assume their audience already understands the value of their product or service. This leads to generic messaging that fails to address PUR problems directly, resulting in a disconnect. To avoid this, ensure your narrative speaks directly to the pain points, urgency, and relatability that matter most to your audience.
Crafting a Narrative-Driven GTM Strategy: A Framework for Success
To ensure your GTM strategy resonates, it’s essential to craft a narrative that addresses the PUR problems (Painful, Urgent, and Relatable) your Ideal Customer Profile (ICP) is facing. Here’s a detailed framework to guide you:
1. Something Happened: A Major Shift in the Market
Start by identifying a significant industry shift that has changed the landscape for your ICP. This could be a technological advancement, regulatory change, or consumer behavior shift. For example, in the technology sector, the rapid adoption of AI and automation is transforming business processes, demanding new skills and tools.
2. Which Caused a NEW Problem: The Impact of the Shift
After the shift, new problems arise that are painful and urgent for your ICP. In the healthcare sector, the rise of telemedicine has created a critical issue: ensuring patient data security while providing remote care. This challenge is urgent, as breaches can lead to severe legal consequences and loss of trust.
3. Current Solution: What Your ICP is Doing Now
Next, consider how your ICP is currently trying to solve this new problem. Often, they rely on outdated or inefficient methods. In the retail industry, many businesses continue to use traditional loyalty programs, which fail to engage modern, digitally-savvy consumers, leading to a decline in customer retention.
4. Why It’s Ineffective/Costly: The Downsides of the Status Quo
Explain why the current solutions are no longer effective or come at a high cost. In the finance industry, many institutions rely on legacy systems that are costly to maintain and inefficient. These outdated systems can’t keep up with the demands of modern digital banking, frustrating customers and draining resources.
5. A Better Way (Price Anchor): A High-Cost, High-Quality Alternative
Present a high-quality but expensive alternative to the current solution. In the technology sector, this might involve investing in advanced AI platforms that offer superior performance. However, these platforms come with a significant cost, making them inaccessible to many businesses, thus highlighting the need for a more affordable solution.
6. Introducing the Solution: The Affordable, Effective Solution
Finally, introduce your solution as the perfect balance between quality and affordability. For example, offer healthcare providers tailored video content that addresses patient concerns about telemedicine security. This solution builds trust without the high costs of a full-scale production, making it accessible yet effective.
Conclusion: Don’t Skip the Narrative
A strong narrative in your GTM strategy leads to higher engagement and better-qualified leads. By addressing the PUR problems of your ICP, your video marketing content will not only look great but also drive tangible results. Remember, in video marketing, your content tells a story—one that resonates and compels action.
Final Thoughts
In today’s competitive B2B landscape, a compelling narrative is essential for a successful GTM strategy, especially in video marketing. By addressing the Painful, Urgent, and Relatable (PUR) problems of your Ideal Customer Profile, you create content that truly resonates and drives action.
Video is a powerful tool to bring this narrative to life, effectively conveying complex messages and evoking emotions. As you refine your GTM strategy, focus on telling stories that matter. Let video be the voice that connects your brand with your audience, driving meaningful engagement and long-term success.
Ready to take your video marketing to the next level? Contact 7 Hills Productions today to get started on your next video project.
