Most B2B messaging falls flat because it focuses on features instead of solving buyer pain points. If your messaging doesn’t create urgency, buyers won’t take action. That’s where we introduce problem-centric B2B messaging.
The Aspirin vs. Vitamin framework helps B2B marketers reposition their messaging to highlight urgent, must-fix problems—boosting engagement and shortening the sales cycle.
In this webinar, Tony Bradberry, Managing Director at Grey Matter, walks through how problem-first messaging drives conversions, eliminates friction, and ensures your marketing fuels revenue growth.
Watch the full webinar below and start optimizing your messaging for real impact.
What You’ll Learn in This Webinar
Why Problem-Centric Messaging Outperforms Feature-Based Copy
Buyers act on urgency, not features. When messaging centers around pain points and immediate needs, buyers are far more likely to engage. We’ll explore why problem-first messaging consistently leads to faster conversions, higher response rates, and stronger brand differentiation.
The Aspirin vs. Vitamin Framework: How to Position Your Offer for Maximum Impact
Is your offer a must-have (Aspirin) or a nice-to-have (Vitamin)? Learn how to assess whether your messaging positions your product as an urgent solution buyers can’t ignore. See real-world examples of brands that shifted their positioning and saw increased engagement.
Aligning Sales & Marketing for Messaging That Closes Deals
When sales and marketing speak different languages, leads stall in the pipeline. Discover how to bridge the gap, unify messaging, and create a seamless buyer journey that results in more conversions. Learn how top-performing companies ensure marketing fuels sales—not just engagement.
How to Fix Weak Messaging & Improve Conversion Rates
Does your messaging actually connect with your ideal buyers? If not, you could be losing sales without realizing it. We’ll cover common B2B messaging mistakes and practical steps to rewrite weak, feature-heavy messaging into compelling, problem-driven content that drives action.
Tactics to Build Messaging That Creates Urgency and Drives Sales
What makes buyers feel urgency? How do you avoid the trap of making your product sound like just another option? Get actionable frameworks to build messaging that speaks directly to buyer pain points, removes friction, and increases pipeline velocity.
Key Takeaways for Problem-Centric B2B Messaging
Problem-First Messaging Accelerates Sales
- Buyers act when they feel an urgent need, not when they see a long list of product features.
- Problem-centric messaging leads to higher engagement, stronger lead quality, and shorter sales cycles.
- B2B buyers prioritize solving pain points over purchasing “nice-to-have” solutions.
Urgency Increases Engagement & Response Rate
- Messaging that creates urgency leads to higher response rates and faster decision-making.
- Position your product as a must-have (Aspirin) vs. a nice-to-have (Vitamin) to push leads further down the funnel.
- Buyers experiencing immediate pain points are more likely to take action quickly.
Aligning Sales & Marketing Messaging Prevents Lost Deals
- A disconnect between sales and marketing leads to mixed messaging and stalled deals.
- Unified messaging across both teams increases win rates and improves close rates.
- Sales teams need problem-driven content to engage and convert leads effectively.
Feature-Heavy Messaging Confuses Buyers
- Buyers don’t care about features—they care about how you solve their specific pain points.
- Feature-focused messaging often overwhelms and delays decision-making.
- Shifting to problem-driven messaging boosts engagement, conversions, and retention.
Buyers Make Decisions Based on Emotion, Not Just Logic
- Pain drives action. Messaging that speaks to frustrations, risks, and inefficiencies resonates more than product-focused copy.
- B2B buyers need to feel confident they’re making the right decision—your messaging should provide clarity and reassurance.
- The right positioning builds trust and drives faster, more confident purchasing decisions.
