SAP resellers or B2B software companies typically publish a laundry list of software features in the promotion of their product. This bores & overwhelms the readers. In the case of Axxis Consulting, we learnt that the target audiences of SAP B1 software are accounting managers, business owners, directors and other non-IT personnel.
Hence, there was a need to revamp the marketing message. For example, one of the biggest pain points of SMEs was around talent acquisition & retention. We positioned the product as a solution to their biggest problem, backed up by research .i.e. “Based on studies by US Census Bureau, technology will replace 50% of all jobs in the world by 2020.” As people are more motivated by pain of losing than by the pleasure of gaining, a message tied to the resolution of fear evokes more responses. This is proven to work in the B2B context.