HOW B2B BUYERS CHOOSE WHICH PROBLEM TO FIX (AND HOW TO MAKE YOURS THE PRIORITY)

Summary from the TLDR Marketing newsletter

B2B buyers prioritize problems by importance and urgency. To make a service a priority, companies should frame it around issues with emotional weight, such as reputation or leadership perception. Messaging should highlight personal, high-stakes problems over operational inconveniences and build urgency by showing daily symptoms through repeated messaging, prompting buyers to act.