The Science to a Winning B2B Sales Message


A B2B sales message is about grabbing attention. So, what do all successful businesses have in common? They have a distinguished brand. Branding your businesses puts your name out there. Build brand recognition in your industry, and you will be able to attract new clients with less effort. A relevant part of that branding journey is writing an impactful B2B message. Make an impression that lasts. Compose a winning first B2B message, and you’ll be ready to start conquering the market. Communicating your message can be a challenge. You should be convincing but precise. Direct but engaging. You must win the B2B readers with info that matters.

Let’s take a look at what it takes to write a compelling first B2B sales message.

Define Key Elements of The B2B Sales Message

To understand a phenomenon, you need to strip it down to the core. You should start with the basic elements to see the whole picture. That’s why the science behind writing the first B2B messages begins with defining the key points. You need to figure out what you’ve got to work with before you come up with the message.

Outline the foundation and consider the following elements:

Target audience (buyers of your product/services, potential investors, potential partners, etc.)

Target industries

Target market (local/or international)

Unique value proposition (UVP)


Inspiring team vision


These pieces of information will give you a place to start. They will ensure that your message incorporates relevant aspects of your business.


Write an Impressionable Opening

The opening line sets the tone for the whole B2B sales message. If you don’t start strong, you can lose the B2B reader within seconds. Bear in mind that company representatives are busy people. They deal with an overwhelming amount of content in every form daily. Thus, to ensure your business a minute of their time, you must intrigue them with the very first line. Unlike B2C customers who navigate toward the relatable and emotion-driven message, B2B readers are led by reason. To make an impression on them, you should rely on data and specifics. A method you can apply for your opening line is to ask a relevant question. Questions provoke curiosity to learn more, so the reader’s mind stays focused on the text, searching for an answer.

You can also lead in with relevant data and statistics from your industry. Another good way to get through a B2B reader is to quote an industry professional. Source the quote from interviews. Take your time to craft a great intro, and you’ll convince potential clients or associates to keep reading.

Consult with Your Sales Team

Who is best at selling your products or services? The sales team. They have the knowledge and experience with your target clients like no other. Use that to empower the message. The sales team is well-acquainted with the people on the other side of the line. They know the common pain points of your buyers. That’s why they can be valuable consultants in this process. Discuss with the sales experts the best approaches and tactics when dealing with stakeholders and buyers. Ask them whether they have discovered a works-every-time trick. Their findings can help you shape the message to have the same miraculous effect.

Adapt the B2B Sales Message to the Reader

The B2B sales message isn’t as universal as the B2C message. Your target audience can change, depending on whether your campaign targets buyers, partners, or investors. Trying to reach out to such different audiences with the same message isn’t the best idea. The lack of personalization will be noticeable. To make a real impact, you need to personalize the message.  Mold the B2B message according to your marketing campaign and target audience. Even if you make some simple changes, it will do wonders in terms of the effect. To ease up this process, you can hire a freelance writer who composes a few versions of the message. A less costly option is to find a high-quality writing brand with affordable prices. Writing services can do the same job but at a lower cost. Do some research considering price and quality before you settle on a writer.

Pick Delivery Channels

You can deliver B2B messages through different channels. The decision should be influenced by your preferred methods of connecting with your target audience. Most businesses present their B2B messages through email. Email is a veteran in marketing. 99% of email users check their email every day. So, there is no doubt whether your message will come through. A newer but highly popular channel for spreading B2B messages is social media. Platforms like LinkedIn, Facebook, Twitter, and YouTube give businesses a more creative way of expressing themselves.

A somewhat unusual, but still effective method of delivering your message is Pinterest. One survey found that 25% of responding social media marketers at B2B companies stated they used Pinterest to market their businesses. You can also consider influencers, webinars, PPC ads and other sponsored content, blogs, podcasts with industry-relevant guests, and so on. Create a list of channels you plan to use and get to publishing.

Include Data and Social Proof

Build your credibility through your message. Include solid reasons why business professionals should trust you.

What kind of proof can accentuate your validity? Here are a few suggestions:



Awards (e.g. The Europas Awards winner)

Quotes by industry experts

Data that shows your company’s sales performance

Don’t shy away from getting in touch with your business partners or past clients and ask for social proof. This small effort on their part can make a big change in your B2B message.

Show Social Awareness

If you are a socially responsible business, you should take pride in it. A company that stands by a social cause and is an active member of society can be an appealing collaborator for B2B professionals. The pressing social topics that you can address in B2B writing are:

Environmental preservation

Gender equality

Animal rights

Children’s rights

Black lives matter

The B2B sales message can reveal more about your values through your social cause. Bear in mind that if you must stand by an issue you truly believe in. Your company work ethic and history should be aligned with the cause you support and mention in your message.

B2B Sales Messages To Invite Action

One of the purposes of the B2B message is to encourage collaboration or purchase. It should stimulate the B2B reader to take action. This demands call-to-action (CTA) oriented writing.

Do you want your message to leave the reader indifferent? No.

Do you want to give them a direction for their next step? Yes.

Explaining to B2B professionals what they should do after reading the message is the role of CTA writing.

A message that invites action will boost engagement. Ultimately, you want to encourage readers to interact with your company.

Bear in mind that there is a thin line between calling to action and aggressive text. Don’t stuff the CTA. End the message with a subtle but direct hope for establishing communication.

sales messages

Wrapping Up

The science behind writing a winning B2B sales message is no longer a secret. Now, you need to take what you’ve learned and create a message that will shake up the market. Remember that a powerful B2B message can help you achieve industry authority, competitive positioning, and proof of your ability to recognize the client’s needs. Make sure that your message represents your company in the best light while staying honest to your capabilities.


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