Dear Marketing Leader,
The demand generation movement of the past decade that relies on the product to create marketing momentum no longer works.
As categories have become more crowded, channels more saturated, and more B2B brands run ads and create content—buyers are just bombarded with product claims.
And when the playbook doesn’t work, most believe it’s the messaging, it’s the ad copy, it’s the ad creative. It has to be!
“We solve this important pain for our buyers. They should be lining up to buy our amazing solution.”
But the reality is buyers no longer want to see content and ads about the pain you solve and your solution. It’s just not helping them anymore—and most buyers aren’t experiencing as much pain as you’d hope.
Compare that to a winning mindset we’re now seeing in B2B with a Buyer Narrative.
| Traditional Demand Generation |
The Buyer Narrative |
| Assume your buyers have pain and make claims you’re the better solution. Marketing relies on the product to create demand. |
Get buyers to think about the whole thing differently. Marketing relies on the buyer narrative to create demand. |
| ❌ Create ads and content that assumes buyers care about the pain you solve. |
✅ Create ads and content for their existing operating narrative—and raise the stakes. |
| ❌ Claim that your solution is superior to that of their competitors for solving it. |
✅ Reshape this operating narrative into something that benefits both buyers and you. |
| ❌ Validate your claims with cherry-picked customer quotes and the typical G2 awards. |
✅ Position your product as the way buyers overcome the obstacles to this new narrative. |
A buyer narrative identifies a shift in your buyer’s world that doesn’t focus on pain but raises the stakes and then gives the ultimate context for your solution. The old way relies on the product while the new way truly is a marketing thing.
This is how you win in 2025. Not a marketing blitz that tries to build product awareness and capture demand with every possible tactic, every time. That’s both inefficient and ineffective at this point.
A buyer narrative approach is a low-risk high-impact proposition because, when done right, it makes all your other marketing efforts work better.
I know what type of agency I would work with.
Jay Baron
Founder & CEO