Guess what?
Your customers don't care, according to new research by McKinsey.
The consultancy studied the marketing materials of 90 B2B companies, then asked 700 buyers to rank by importance the themes expressed in those materials.
It turns out buyers don't evaluate prospective suppliers in terms of global reach, market leadership, or their commitment to social responsibility, diversity and the environment—among the most prevalent themes in today's marketing materials.
Instead, buyers care most about suppliers' responsiveness, honesty and expertise—themes rarely expressed in the materials.
The researchers caution against "following the herd" when developing marketing themes.
