Marketing a software platform that has evident user benefits is great – the product works, hoorah! People will need it, hoorah! But so often this apple of the development team’s eye is a hard one for the world out there to bite on. Yes, they ‘need’ it and yes they can benefit from it, but what does it do, how can it help them?

In some ways the more flexible the toolkit that’s being taken to market, the harder it can be for the B2B tech marketer to create and spur demand, which will eventually fill the pipeline.

What does it do? Well what do you want it to do? Well, what does it do (and so it continues)…

Use Cases as B2B content

This is where the ‘so what’ marketer reaches into their bag of tricks and starts to talk ‘Use Cases’ – you can have some fun with creative ideas, messaging and imagery here too. FUD (Fear, Uncertainty, Doubt) is still a thing even in a digital world, and use cases can be a gift for imagining bad outcomes.

As one example, the new starter, forgotten by the broken cross-department manual system (a use case everyone can relate to), could be left alone at a desk with no equipment, or missing their welcome meeting. An automated onboarding process enabled by the workflow toolkit we’re selling, can streamline all the steps involved and – happy days – the new starter enjoys day one and beyond.

Getting down to the examples is an exercise in collaboration, of course. Ask customers, sales, project and services teams – anyone and everyone who can see how the frontline customer can make use of the tools, should be able to help.

Then, step away from the laptop and start to scribble out those stories. You’re well on your way to creating some content which can be repurposed for PPC ads, blogs, videos & infographics. With a little twist of humour and understanding you can build a campaign which can be tweaked to different audiences with the same core need. ‘So what’ strikes again!