Your unique selling proposition isn't unique… Now what? |
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Not promising: 68% of B2B buyers can’t tell the difference between vendors’ branding and communications. (Source: Dentsu) |
Let’s calm down for a second and re-evaluate what’s really happening. For years, marketing and sales teams have operated under the assumption that carving out a niche and building awareness through content marketing are paramount to getting high-quality B2B leads.
And honestly, that’s still true. It’s just the way we’re doing it that’s not really working as well as we’d hoped. With every B2B vendor in the industry publishing the same type of content, brands are finding themselves caught in a sea of sameness. Most vendor sites blur together. Polished, but barely memorable. Buyers tune out.
Does that mean B2B content marketing is dead? Not a chance. Only that it’s entering a new era: one that’s led by genuine expertise and storytelling — and that’s both sales and marketing’s responsibility. This week, I want to talk about what brand credibility and industry expertise mean in an AI-driven digital world, and how sales and marketing teams can step up their brand and content to really influence buyers’ decisions. |
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When every brand sounds the same, buyers often turn to price as a deciding factor. Whatever’s cheapest usually gets the sale. But lowering prices isn’t always the best answer. And let’s face it, it’s not what our bosses would want either. 🤠
But here’s another interesting fact from TrustRadius: when B2B buyers can’t choose between vendors, 66% default to established, leading brands. For enterprise buyers, that number goes up to 86%. Top-of-mind brands with an established and credible reputation win over smaller, niche brands with minimal presence. |
Top-of-mind brands still win over niche ones in B2B — but “branding” also means credibility, not just the impression you leave. (Source: TrustRadius) |
The solution sounds pretty simple. Continue building your brand until you’re the most unique in the industry. Keep publishing content highlighting why your business is different from the others in your vertical.
But here’s the thing most marketers are surprisingly missing: focus on useful, not just unique. Most content marketing efforts tend to be geared towards highlighting what sets your product or service apart and why it’s better. Not enough content centers on how your product or service can improve buyers’ lives. It’s the same old “show, don’t tell” rule, only mixed with a greater need for authority and expertise. Don’t focus on your product features or services or numerical results. Tell stories of how you helped solve problems for a client, backed up by numerical data. Show use-cases of how your product or service works, and make them the focal point of your messaging. At the end of the day, buyers don’t want another vendor. They want an expert they can trust and that understands their needs. |
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Storytelling, not selling |
Dentsu’s study also found that there’s been an increase of 54 days in the average decision-making time of a B2B prospect in the past four years alone. In 2021, the average time from initial research to purchase was 325 days. In 2024, that number was 379.
Buyer inertia is real in the post-pandemic world — a combined result of unstable markets, more vendors to choose from, and more people involved in the buying process than before.
Buyers are also doing tons more research before purchasing, including reading reviews on review platforms like TrustRadius and G2, and on LinkedIn. They’re having more conversations with peers, coworkers, forums (see: Reddit), and yes, with vendors directly. They’re seeking reassurance and validation that they’re making the right buying decision. |
In 2025, it takes a village for a buyer to reach a decision. (Source: TrustRadius) |
All this means it’s never been more important to get a clear understanding of the people you’re selling to and to humanize the way you’re selling.
If your email templates are enumerating product features or numbers, take some time this week to transform them into stories. Use story arcs: start with a problem, show the challenge, then end with the transformation, then back it up with a stat or two. Buyers see themselves in stories, not statistics, and in experiences that reflect their needs. Focus on helping, not selling, and being a voice they can trust. Human credibility matters more than ever in B2B, and it’s not just marketing’s responsibility. If buyers aren’t seeing the expertise and credibility they’re seeking, they’ll look for it somewhere else. |
→ Your challenge this week: Build your credibility by sharing your own story and insights (not just stats) on LinkedIn or via email. |
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Marketing: “We’re telling a consistent story — sleek messaging, strong visuals, and data-driven proof points. Our brand looks credible and professional.” Sales: “Professional? Sure. But when I’m in the room with buyers, they say we sound exactly like everyone else. They don’t remember our pitch. They remember the vendor who told a story that actually meant something.” |
→Translation: Marketing’s focus on polish and consistency can unintentionally sand off the brand’s edges — the quirks, experiences, and stories that make it memorable. When your messaging is too safe, you lose what buyers crave most: trust and distinction. In a world flooded with AI-written copy and formulaic content, your competitive advantage isn’t being louder. It’s being more human. |
Break the sea of sameness by blending strengths between both teams: Let marketing set the strategic narrative — the “why we exist” story. Then, let sales bring it to life with real-world stories, customer wins, and authentic emotion. |
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Audrey has built marketing strategies for startups, small businesses, and agencies—covering everything from websites to social media. She writes about practical marketing tactics for Fit Small Business, Marketing Interactive, and more, helping brands grow their online presence. |
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