Leverage Customer Pain Points in B2B Sales & Marketing

How To Leverage Your Customers’ Pain Points in Your B2B Sales & Marketing

In order to make money in the B2B space, you absolutely must understand how to make prospect and customer pain points the focus of your sales and marketing strategy. What are the biggest challenges your prospects face on a day-to-day basis, and how can your product or service uniquely help overcome them?

Once you’ve identified your target audience, pinpoint the areas of difficulty and discomfort, and present your company as the solution to those issues. Here’s how you can leverage your customers’ pain points in your B2B sales and marketing.


Connect Your Solution to Emotion

Just because you’ve identified the problem a company has, doesn’t mean you’ll land their business. Your competitors have likely flagged this problem in their sales and marketing outreach as well. When it comes time to pitch your solution, be sure to tap into emotions. These emotions can be:

  • Aspirational: You paint a picture of the sort of company your prospect can become by addressing issues like the one you’ve identified
  • Competitive: You make it clear that solving this problem gives your prospect a strategic advantage over their competition
  • Frustration:  Call out precisely what issue they’re facing and the emotions they’re likely feeling. Commiserate with them and then provide the solution.


Ask the Right Questions (and Enough of Them)

Keep in mind that once you’ve identified a customer pain point, you want to keep drilling down to understand as much about the problem (and its potential solutions) as possible. 

For instance, your business may provide expense reporting software. One of the customer pain points you identify is the fact that many companies have systems that aren’t very user-friendly and lead to a lot of delays in payment. This makes the process of approving expenses clunky and frustrates employees who have to wait a long time to be reimbursed. 

Asking the right questions uncovers that one company consists of managers who travel often. They say it would be nice for them to quickly approve expenses during downtime in the airport or at their hotel from their smartphone or tablet. As a result, your team is able to promote your mobile app as a valuable part of your service offering. Ask the right questions so you can tailor your outreach and win more business.


Distill Your Solution Into an Elevator Pitch

Can you talk about a prospect’s problem and present your solution in the time it takes to ride an elevator

Your sales team should be able to speak intelligently and confidently about your company’s solution without rambling. Being able to speak about your B2B solution in under 15 seconds means you’ve established your core messaging. Once you’ve nailed that, you can repurpose the pitch to meet the requirements of different audiences and industries.


Create a Keyword List Driven By Customer Pain Points

If you’ve identified pain points, chances are that your target audience is Googling answers to related questions. 

To use our earlier example, imagine the Operations Manager from that hypothetical company typing, “user-friendly expense reporting solutions” into Google. Perhaps they’re Googling because they’re not even sure a solution exists or maybe they want to learn more about pricing and usability of different tools. Either way, they’re hoping to land on content that meets their search criteria. Refine your target keyword list to include short and long-tail phrases that encompass the intersection of your product fit and your potential customers’ needs. 

Ultimately, the types of articles they’re looking for depends on where they are in the buyer’s journey – awareness, consideration, or decision – so it’s up to you to ensure you have content specific to their issues for each stage of that journey.


Making a purchase is an emotional activity. Every business – large or small – has pain points, and the likelihood of you landing their business depends on how well you’re addressing and meeting them. So the next time you’re reviewing your marketing strategy or reaching out to a new prospect, make sure you’re appealing to their emotions and addressing their concerns.