Want to IMMEDIATELY stand out from the crowd in B2B?

Just say what you f*cking do.

Verche Karafiloska

had me as a guest on

Cognism

's podcast "The Loop" back in February while she was still leading product marketing at the company.

In the episode, she shared that they had pivoted from an outcome-focused hero message (something like "improve your bottom line") to what they say today...

...and they saw their conversion rate increase 40%.

40%!!!!!

But when you think about it... it makes sense.

B2B buyers are TIRED.

Tired of reading endless claims of ROI (that they know are absolute BS).

Tired of scrolling homepages without a single mention of your product.

Tired of needing to sign up for a demo to find out ANYTHING.

Tired of wishing that you'll just be honest about what you're selling

(without the used car salesman sales tactics).

She told me they used a message testing app (I can only assume it was Wynter) and the consistent question website visitors had was: "what am I actually buying?"

Sometimes, it pays MORE to not blindly follow "best practices,"

but instead LISTEN TO YOUR PROSPECTS.

When everyone zigs, you should zag.