{"id":10367,"date":"2025-04-04T09:31:10","date_gmt":"2025-04-04T08:31:10","guid":{"rendered":"https:\/\/www.leadforensics.com\/?p=10367"},"modified":"2026-03-12T17:55:43","modified_gmt":"2026-03-12T16:55:43","slug":"4-ways-to-build-awareness-and-interest-in-b2b","status":"publish","type":"post","link":"https:\/\/www.leadforensics.com\/blog\/marketing\/4-ways-to-build-awareness-and-interest-in-b2b\/","title":{"rendered":"4 Ways To Build Awareness And Interest in B2B"},"content":{"rendered":"<p>Your B2B buyers don&#8217;t start their journey thinking: I need to buy this right now. They start by asking:<\/p>\n<ul>\n<li>Why should I care?<\/li>\n<li>Is this relevant to me?<\/li>\n<li>Is this problem urgent enough to solve right now?<\/li>\n<\/ul>\n<p>This is when you have to grab their attention and make them curious, or you&#8217;ll get tuned out before you can even make your pitch.<\/p>\n<p>We&#8217;ve pulled together four key ways that you can drive up awareness and interest in your solution.<\/p>\n<h2>1. Tell stories that sell.<\/h2>\n<p>If you want buyers to truly see themselves using your solution, facts alone won\u2019t cut it. Stories are what make ideas stick.<\/p>\n<p>When told in the right way, stories can be so engaging that the person starts experiencing it as if it were their own reality. It&#8217;s called narrative transportation, and it&#8217;s how you can turn a product pitch into something buyers can actually feel.<\/p>\n<h3>How to Use Storytelling in B2B<\/h3>\n<p>Stories aren\u2019t just memorable &#8211; they make the abstract real. Using more stories in your communication can transform the impact of the message you&#8217;re trying to convey.<\/p>\n<h4>Make the buyer the hero<\/h4>\n<p>Buyers don\u2019t want to hear about how great your company is, they want to see how they succeed with your help. Instead of saying: \u201cOur software automates workflows,\u201d try: \u201cYou\u2019ll never have to waste time on manual tasks again.\u201d<\/p>\n<h4>Create Relatable Scenarios<\/h4>\n<p>Show prospects a situation they recognize from their daily work life. For example, you could say: \u201cPicture this: You\u2019re on a deadline, and the data you need is buried in a hundred spreadsheets. Sound familiar? That\u2019s exactly why we built [solution].\u201d<\/p>\n<h4>Use Case Studies That Read Like Stories<\/h4>\n<p>Structure your case studies like a journey. The typical structure starts with the problem, moves on to the struggle and highlights the transformation. For example, you could say: \u201cBefore [solution], their team was spending 20+ hours a week on manual reporting. It was slowing them down, and deadlines were constantly missed. After [solution], they reduced that to just 3 hours &#8211; and their reporting accuracy skyrocketed.\u201d<\/p>\n<h4>How Do Other B2B Brands Use Storytelling?<\/h4>\n<p>HP launched \u201cThe Wolf,\u201d a series of short films starring Christian Slater, to highlight the often-overlooked security vulnerabilities in office printers. This campaign showcased HP\u2019s advanced security features as essential for protecting corporate networks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10368\" src=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-3.jpg\" alt=\"Quote reads: Brands can see a 30% increase in conversion rates with effective storytelling\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-3.jpg 800w, https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-3-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 800px, 100vw\" \/><\/p>\n<h2>2. Use Emotional Appeal to Connect on a Human Level<\/h2>\n<p>Your <a href=\"https:\/\/www.leadforensics.com\/blog\/b2b-decision-makers-how-to-identify-them\/\">B2B decision makers<\/a> are humans, with their own stress, pressure and ambitions like everyone else.\u00a0Yet, so much <a href=\"https:\/\/www.leadforensics.com\/b2b-marketing-guide\/\">B2B marketing<\/a> is cold, robotic, and overly technical. It focuses on features instead of frustrations, on logic instead of impact.<\/p>\n<p>But, emotion drives decisions. Buyers don\u2019t just ask: \u201cDoes this product work?\u201d They ask: \u201cDoes this product make my job easier? Does it make me look good? Will it reduce my headaches?\u201d<\/p>\n<p>The best B2B professionals don\u2019t just sell solutions &#8211; they sell relief, progress, and confidence.<\/p>\n<h3>How to Use Emotional Triggers in B2B Marketing<\/h3>\n<p>People buy with emotion and justify with logic. If your messaging lacks an emotional connection, you\u2019re missing a massive opportunity.<\/p>\n<h4>Tap Into Their Frustrations<\/h4>\n<p>Find out what annoys them. What are they tired of dealing with? For example: \u201cYou\u2019re drowning in spreadsheets. Manual tracking is wasting hours of your time. We fix that &#8211; instantly.\u201d<\/p>\n<h4>Highlight Personal Wins<\/h4>\n<p>Show how your solution makes buyers\u2019 lives easier, not just their company more efficient. For example: \u201cNo more late nights fixing reports. Get your time back.\u201d<\/p>\n<h4>Use Fear (Carefully)<\/h4>\n<p>Buyers fear falling behind, making mistakes, or choosing the wrong tool. A little <a href=\"https:\/\/www.leadforensics.com\/blog\/marketing\/how-to-use-psychology-to-create-urgency-and-value-perception\/\">loss aversion<\/a> can nudge them toward action. For example: \u201cEvery day you wait, you\u2019re losing potential revenue. Can you afford that?\u201d<\/p>\n<h3>How Do Other B2B Brands Use Emotional Triggers?<\/h3>\n<p>State Street Global Advisors installed the \u201cFearless Girl\u201d statue facing Wall Street\u2019s iconic charging bull. This powerful symbol promoted gender diversity in corporate leadership, resonating deeply with audiences and sparking global conversations. It also reportedly generated $7.4 million in PR value.<\/p>\n<h2>3. Address Pain Points When Buyers Are Ready to Listen<\/h2>\n<p>Buyers don\u2019t always feel the pain of their problem &#8211; until they do.<\/p>\n<p>The Empathy Gap explains why people underestimate future problems or challenges. They might know something is an issue, but they don\u2019t feel the urgency to fix it until they\u2019re struggling with it firsthand.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10369\" src=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-4.jpg\" alt=\"quote reads: The empathy gap describes our tendency to underestimate the influence of varying mental states on our own behavior and make decisions that only satisfy our current emotion, feeling, or state of being.\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-4.jpg 800w, https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-4-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 800px, 100vw\" \/><\/p>\n<h3>How to Bridge the Empathy Gap and Create Urgency<\/h3>\n<p>When buyers are emotionally connected to a problem, they\u2019re far more likely to take action. You can help them by bridging the empathy gap.<\/p>\n<h4>Paint a Vivid Picture of Future Pain<\/h4>\n<p>It can help to make buyers feel the future problem right now, before it becomes and overwhelming issue. For example: \u201cRight now, manual reporting might seem manageable &#8211; but what happens when your company scales? Will you be able to keep up?\u201d<\/p>\n<h4>Use Customer Stories That Resonate with Their Experience<\/h4>\n<p>When buyers see themselves in a real-world case study, the urgency feels real and they&#8217;re more ready to listen. For example: \u201cBefore switching to us, [Company X] struggled with slow reporting. They didn\u2019t realize how much time they were wasting &#8211; until they made the switch.\u201d<\/p>\n<h4>Trigger Awareness at the Right Moment<\/h4>\n<p>Buyers are more receptive to a solution when they\u2019ve just experienced &#8211; or witnessed &#8211; the pain firsthand. For example:\u00a0a cybersecurity firm might launch campaigns right after a major data breach makes headlines, when buyers are acutely aware of the risk. The same principle applies to recurring trigger points &#8211; like month-end crunches or holiday rushes &#8211; when the pain is front and center.<\/p>\n<h2>4. Use Competitor Adoption As Social Proof<\/h2>\n<p>Buyers don\u2019t just look at solutions, they look at who else is using them.<\/p>\n<p>If competitors are adopting a certain tool, approach, or strategy, it instantly increases credibility. No one wants to be the last company clinging to outdated processes while competitors gain an advantage.<\/p>\n<p>This is why competitor adoption is one of the strongest forms of social proof in B2B marketing. It turns your solution from a nice-to-have into a must-have<\/p>\n<h3>How to Use Competitor Adoption to Drive Action<\/h3>\n<p>The key is to make buyers feel like they\u2019re missing out if they don\u2019t take action &#8211; because in many cases, they are. There are two main ways to do this:<\/p>\n<h4>Highlight Industry Leaders<\/h4>\n<p>Showcase logos, testimonials, or case studies from well-known companies. \u2022For example: \u201cLeading brands like [Big Name 1] and [Big Name 2] have already switched &#8211; why? Because it\u2019s working.\u201d<\/p>\n<h4>Use Benchmarking Data<\/h4>\n<p>Show how competitors are gaining a measurable advantage by adopting new solutions. For example: \u201cCompanies that implemented this strategy saw a 32% increase in efficiency &#8211; while others fell behind&#8221;.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10370\" src=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-5.jpg\" alt=\"quote reads: 97% of B2B customers cited testimonials and recommendations as the most reliable type of content\" width=\"800\" height=\"600\" srcset=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-5.jpg 800w, https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/blog-quotes-5-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 800px, 100vw\" \/><\/p>\n<p>Once you&#8217;ve captured the interest of your buyers and made them care about your solution, it&#8217;s time to get closer to closing that sale by leveraging the power of persuasion.<\/p>\n<h2>Discover The Skill of Persuasion in B2B<\/h2>\n<p>Get your FREE copy of our book \u201cPersuasion in B2B: The Science of Winning More Business\u201d.<\/p>\n<p>It\u2019s packed full of actionable insights that will help you apply scientific concepts to your sales and marketing strategies.<\/p>\n<p>Get yours here! \ud83d\udc49\u00a0<a href=\"https:\/\/bit.ly\/3E6x4mX\">https:\/\/bit.ly\/3E6x4mX<\/a><\/p>\n<p><a href=\"https:\/\/bit.ly\/3E6x4mX\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10360\" src=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/Persuasion-in-B2B-Book-1-1.png\" alt=\"\" width=\"600\" height=\"300\" srcset=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/Persuasion-in-B2B-Book-1-1.png 600w, https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/03\/Persuasion-in-B2B-Book-1-1-480x240.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 600px, 100vw\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You can&#8217;t <a href=\"https:\/\/www.leadforensics.com\/blog\/marketing\/how-to-use-psychology-to-create-urgency-and-value-perception\/\">create urgency and value perception<\/a> if your prospects don&#8217;t care. But how can you get them to pay attention in a crowded B2B space?<\/p>\n","protected":false},"author":25,"featured_media":10371,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[19],"tags":[],"post_authors":[41],"class_list":["post-10367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 Ways To Build Awareness And Interest in B2B - Lead Forensics<\/title>\n<meta name=\"description\" content=\"How can storytelling, emotional appeal, closing the empathy gap and showcasing competitor adoption help build awareness and interest? 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