How to make content that lands better with customers

June 19 2025

For many marketing teams in the B2B technology space one of the trickiest challenges can be connecting with your customers, ie. the partners who deliver or install your solutions, and their customers, the end-users.

Making those connections isn’t always easy, especially if you don’t know the industry.

But it’s a vital part of marketing. Without spending time with customers, including time spent in-person, marketeers can’t fully get to know their ways of thinking and their challenges. And without that deeper engagement, their marketing and comms will be less likely to land.

Powerful value, productive conversations

Our experience, built over many years, is that the most impactful marketing resources can only be developed through this deeper connection with customers. These high value resources include customer testimonials, case studies, videos, guest blogs, and bylined articles. Produced well, these are more likely to influence peers and the wider market.

Less obvious, and even more effective, can be customer-focused award entries. When one of your customers wins an award, others sit up and notice.

The reasons why all of these marketing tools deliver so effectively, and build confidence, is that they are the result of knowledge-based conversations with customers. Gaining this knowledge also equips your marketing team to have more productive conversations internally, including with your product development and sales teams, as well as senior execs.

One more benefit…

So challenge your marketing team to work more closely with your sales operation and reach out as often as possible to customers in the real world.

If they can do that, there’s an additional benefit too. This kind of positive engagement - promoting project successes and raising profiles - can further strengthen individual customer relationships and give more reasons for your sales team to stay connected. Done well, everyone wins.