If you're here, you probably attended David's talk at B2B Ignite London 2023. We hope you enjoyed it. Below, you'll find out more on the various writing tests and results David mentioned.
Thanks for coming to the session; I hope you enjoyed it. Sorry for talking so fast – there was a lot of stuff I wanted to tell you.
(If you’re in the room and I’m still talking at you right now, congratulations on being so speedy with your phone. I’m glad to see the QR code worked, and I hope I’m not boring you. Maybe don’t skip ahead, though.)
Anyway, as promised, here’s a bit more background on the talk, that I would have shared if I’d had an hour instead of 25 minutes.
I wasn’t lying about Prisencolinensinainciusol. It was a top-five hit in Italy, Belgium, The Netherlands, and West Germany (it was 1972). You’ll note that none of these are English-speaking countries.
Even more bizarrely, it featured in the most recent season of Ted Lasso, and has been remixed by Benny Benassi.
There’s much more detail about this elsewhere on our site, but in essence: we have 14 copywriters, all reviewing each others’ work before we send it to clients. That meant we needed to move away from subjective impressions (“I wouldn’t have written it like that”) to a more objective, professional approach.
As a result, we created first the hierarchy of B2B copywriting competencies, and then our 16-point quality checklist which we use as the basis for our QA process.
The various training materials I cited were taken from the B2B copywriting training courses I run for B2B Marketing. There are open courses on a regular basis, as well as bespoke, in-house programmes for marketing teams.
Spoiler alert: this is a direct quote from the AI-written text in the first of the two writing experiments I talk about later.
However, “cannot be understated” is a mistake that’s made so often, the AI has adopted it as correct. Because, of course, the AI doesn’t know what the words mean; it just repeats them. It’s an example of the AI drawing upon what’s common, rather than what’s right.
My colleague George wrote a really lovely blog about readability scoring, which explains this stuff fully. (The cute part is that each paragraph is written at a different FK grade level, so you can see what they sound like in practice.)
In the tests I conducted, none of the AIs could calculate the right score because, although they knew the correct formula, a learned language model can’t count, and it can’t do maths. It just imitates someone who can.
Given my limited time, I probably skipped through this pretty fast.
They’re all plausible-sounding topics for B2B marketing conversations, but I think you’ll agree they’re not new trends that are likely at the front of your mind. (Unless you’ve time-travelled here from 2013, in which case: congratulations on the science, but there’s a lot we need to catch you up on.)
My colleague Matt covered this in a bit more detail in his blog post ChatGPT and B2B copywriters: mortal enemies or better together?
A group of Radix writers created various pieces that responded to the brief: “Write 200 words on why copywriting is important in B2B technology marketing.” Then they challenged our Head of Copy and Head of Development to decide if each one was written by:
…And yes, they could. In fact, I asked four volunteers to read the pieces out at Bristol Content Group’s ChatGPT event, and everybody in the audience knew exactly which was which.
I did promise you could make up your own mind, though, so here they are. (Alternatively, click here to skip to the next section.)
Copywriting is a critical tool for getting your message across and helping you stand out in a sea of jargon. It can turn even the most complicated tech products into something easy to understand. And without it, much of B2B tech marketing would be a bunch of tech experts talking in code nobody else understands.
It’s not just about getting through to your customers – copywriting is also crucial for building trust and credibility. When it comes to B2B tech, businesses are making some serious investments and need to feel confident they’re making the right choice. High-quality copywriting can help you earn your customers’ trust by presenting the right information in a clear, concise, and compelling way.
And let’s not forget about differentiation. In the crowded B2B tech space, it can be challenging to differentiate your business from others. That’s where persuasive copywriting techniques come in: highlighting your unique features and benefits, detailing the value you can deliver – and setting your business apart from the rest.
(Answer: AI writer, human editor)
In the world of B2B technology marketing, the importance of good quality copywriting cannot be understated. At its core, copywriting is the art of persuading your audience to take a specific action through the use of words. In the technology industry, where products and services can be complex and difficult to understand, this is especially important.
Having well-written copy can help your company stand out from the competition by clearly communicating the benefits and features of your products or services. It can also help build trust with potential customers, as it shows that you are willing to take the time to carefully craft your messaging.
In addition to persuading and building trust, good copywriting can also help with SEO. Well-written, keyword-rich copy can improve your search engine rankings, making it easier for potential customers to find your company online.
Overall, good quality copywriting is essential for any B2B technology company looking to effectively market their products and services. It helps to clearly communicate the value of your offerings, build trust with potential customers, and improve your online visibility. Investing in strong copywriting can pay off in a big way for your business.
(Answer: written by ChatGPT)
Marketing to B2B decision makers? Without good copywriting, you might as well not bother.
Picture your ideal customer. Why should they buy your product or service? Great. Now try to explain that again, without words.
The truth is, every piece of marketing stands or falls by the message it delivers. You can build the world’s best B2B campaign – you can bullseye the targeting, the positioning, the execution, and the design – but ultimately, you need to tell your audience something.
Usually, that means copy.
Of the dozen most-used content types in B2B marketing, at least eight are copywriting-based. And not just blog posts, case studies, and thought leadership articles, either; every infographic needs a narrative. Videos need scripts.
That’s a lot of words. And behind each one, there’s thought. Structure. Empathy. Storytelling. Finding the angle – and explaining it the right way – to capture your audience’s attention. Honing your message so it lands. Sticks. Resonates.
Your marketing can deliver your message to the perfect person, at the perfect moment, in the most appropriate way. But when they unwrap that box, all you have to convince them is copy.
And that is why copywriting’s important.
Of course, you could always try expressionist dance…
(Answer: human writer)
B2B tech content covers some pretty gnarly subjects, from AI to zero-trust architecture (no, me neither), so it’s important to communicate with your customers effectively. And that starts with writing good copy.
While a logo and a catchy name can differentiate you from your competitors, your copy is often the first way a customer interacts with your brand. The language and tone of voice should reflect your values, and adopting a style guide will ensure consistency among writers, wherever their location.
Don’t forget that behind every email address is a real person, so make sure you write in a way that speaks to your customers as individuals. Use empathy to show that you understand their problems and explain how your products or services can help them. But remember your customer doesn’t have much time. So get to the point – and fast. Use clear language and make every word count.
Finally, there’s no such thing as free content, so end by giving the reader something to do, such as getting in contact or downloading an ebook. If the copy has held their attention, they will reach that call to action, and sales will follow.
For regular updates on how good copy can play a key role in your organisation’s marketing, subscribe to our newsletter.
(Answer: human writer, ChatGPT outline)
I asked each of the AIs to come up with “original and interesting” blog titles for a B2B marketing audience.
Which makes sense, when you think about how a learned language model works.
If you do want AI to help you come up with creative ideas, the best way is to use it counterintuitively.
Because AI is naive, you can in theory get it to suggest things nobody else would. Be careful, though.
I did promise in the talk to share the four blogs here in their entirety, so you can make up your own mind. As a result, this section is *long*. So if you’d rather skip onto the productivity tools bit, click here.
Mastering the Art of B2B Marketing Emails: Secrets to Effective Copywriting
As a B2B marketer, you understand the importance of reaching out to potential clients and engaging them effectively. One powerful tool in your arsenal is the humble email. When done right, a well-crafted B2B marketing email can unlock doors to new business opportunities. In this blog post, we’ll dive into the secrets of writing compelling B2B marketing emails that captivate your audience, generate leads, and drive conversions.
Grabbing Attention from the Get-Go
The subject line is your golden ticket to capturing your reader’s attention. It must be intriguing and relevant, compelling them to open your email amidst the sea of competing messages. Instead of a generic subject like “New Offer,” try something more captivating, such as “Boost Your Sales by 50% with Our Proven Strategies.” According to recent studies by Experian, personalized subject lines can increase open rates by 26%.
Crafting a Conversational and Persuasive Tone
When writing B2B marketing emails, it’s crucial to strike a balance between professionalism and approachability. Aim for a conversational tone that resonates with your audience. Begin by addressing the reader personally, using their name or company name. This simple personalization tactic, backed by a study from Aberdeen, has shown to increase click-through rates by an average of 14%.
Writing Concise and Scannable Content
B2B professionals are often pressed for time, so it’s essential to deliver your message quickly and efficiently. Keep your paragraphs short and use bullet points or numbered lists to present information clearly. In fact, studies by Nielsen Norman Group indicate that scannable content receives 47% more attention than blocks of text. Additionally, incorporating relevant images or visuals can boost engagement by up to 80%, as revealed by research from DemandGen Report.
Highlighting Value and Benefits
When writing your B2B marketing email, focus on the value and benefits your product or service offers to the recipient. Explain how your solution solves their pain points or improves their processes. According to a report by MarketingSherpa, emphasizing the value proposition can increase email click-through rates by an average of 161%. Use customer success stories or case studies to illustrate the benefits and show real-world results.
Including Third-Party Quotes and Statistics
Adding credibility to your email can greatly influence the reader’s perception of your offering. Incorporate compelling third-party quotes or statistics to support your claims. For example, a study by McKinsey found that 70% of B2B decision-makers prefer receiving information via email. By referencing reputable sources like this, you build trust and establish yourself as a knowledgeable industry expert.
Including a Clear Call-to-Action (CTA)
A clear and compelling call-to-action is vital for guiding your audience towards the desired action. Use action-oriented language and provide a sense of urgency. Instead of a generic “Learn More” button, consider using “Unlock Exclusive Industry Insights Now” to entice the reader further. According to a study conducted by HubSpot, CTAs that create a sense of urgency can increase click-through rates by 32%.
Conclusion
Mastering the art of writing effective B2B marketing emails requires attention to detail and a deep understanding of your target audience. Remember to grab attention with captivating subject lines, adopt a conversational tone, and keep your content concise and scannable. Highlight the value and benefits your solution offers, and back up your claims with third-party quotes and statistics. Don’t forget to include a clear call-to-action that guides your readers towards the next step. By following these proven strategies, you’ll be well on your way to crafting
(…and it just stops mid sentence; that’s the free version of ChatGPT for you!)
We’ll start with what I think is the most egregious bit: that Nielsen Norman Group stat is nearly as old as I am. All the stats are really old – and I had to go hunting online to fact check them. Overall, the blog doesn’t really deliver on its promise to share secrets; each point is relevant, but the copy doesn’t offer anything beyond the generic.
There’s a lack of flow through the sections, and several of the stats feel tacked on rather than genuinely supporting the points. The conclusion (which is labelled “conclusion”) doesn’t actually conclude, and it promptly forgets to include a call to action immediately after talking about how important they are.
How to Write an Effective B2B Marketing Email
In today’s competitive business landscape, it’s more important than ever to have a strong B2B marketing email strategy. But with so many emails vying for attention, how can you make sure yours stands out?
Here are a few tips for writing effective B2B marketing emails:
By following these tips, you can write effective B2B marketing emails that will help you connect with your target audience and drive results.
Here are some additional tips that can help you write effective B2B marketing emails:
Here are some third-party quotes and statistics that support the importance of writing effective B2B marketing emails:
If you want to learn more about B2B copywriting, be sure to subscribe to our newsletter. We send out regular updates with tips, advice, and resources to help you improve your B2B marketing skills.
This one only really wins QA points on technicalities, and it loses a lot by not meeting the fundamental components of the brief. It’s not a blog – it’s not really an anything, just a couple of lists tacked together.
“In today’s competitive business landscape” is an incredibly tired way to start a piece, and the advice is well-worn too. The words themselves are easy to read but there’s very little variation in sentence length, which makes the whole thing feel very staccato.
I also struggled to find the stats at the sources listed – the first isn’t from HubSpot, the second doesn’t seem to exist at all, and the third is actually from McKinsey.
The Anatomy of a Winning B2B Marketing Email: Secrets to Success
Picture this: You’re sipping your morning coffee, scrolling through your inbox, and suddenly, an email catches your eye. It’s relevant, engaging, and provides value. You can’t help but click and read more. What makes that email stand out among the sea of others? In this post, we’ll uncover the secrets to crafting effective B2B marketing emails that get opened, read, and acted upon.
The subject line is the first impression your email makes, and it needs to be a good one. According to a report by Convince & Convert, 35% of email recipients open emails based on the subject line alone1. So how do you create a subject line that entices readers?
In the world of B2B marketing, personalization is key. A study by Experian found that personalized emails deliver 6x higher transaction rates2. To make your email feel tailor-made for the recipient:
The average office worker receives 121 emails per day3. With such a cluttered inbox, your email needs to be easy to read and digest. To achieve clear and concise copy:
Visual content can make your email more appealing and memorable. In fact, research shows that people can recall 65% of visual content even three days later4. To incorporate visuals effectively:
The ultimate goal of your B2B marketing email is to inspire action. Whether you want readers to download a whitepaper, sign up for a webinar, or request a demo, your call-to-action (CTA) needs to be clear and compelling. To create a powerful CTA:
To continuously improve your B2B marketing emails, it’s essential to track key metrics like open rates, click-through rates, and conversions. Analyze your results and test different elements to optimize your emails for better performance.
Now that you know the secrets to crafting winning B2B marketing emails, you’re well on your way to standing out in crowded inboxes and making a lasting impact on your audience.
Ready for more B2B copywriting advice? Don’t miss out! Subscribe to our newsletter and unlock a treasure trove of tips, tricks, and insights to take your B2B marketing to the next level.
Footnotes
We’ve got stat problems here too: the first leads to a 404, Chrome won’t let me open the second for fear of data-stealers, and the third isn’t actually from the page it links to. They are, however, closely linked to the points they’re supporting.
The writing is more engaging and the structure makes sense, but the content’s quite light and generic. I feel like a lot of the bullets are missing the “why”, giving advice without explaining what makes it useful.
A Beginner’s Guide to Crafting Killer B2B Marketing Emails
We’ve all been there – staring at a blank screen, feeling like you’re more likely to solve world peace than find the right words to write in your B2B marketing email. Crafting a perfect email that captures someone’s attention and converts a new customer is a challenge for even the best writers among us. But don’t toss aside your computer and call it a day just yet! With a bit of guidance and a dash of humor, you can learn how to craft great B2B marketing emails with ease. Allow me to be your virtual guide on this journey.
Start with killer subject lines
With the ever-increasing barrage of emails in our inboxes every day, it’s crucial to have a catchy subject line. Keep your subject line brief and to the point. Avoid copy-and-pasting a generic subject that might be used in any industry. Instead, personalize it specifically to your audience. You don’t want to create something that’s too spammy or too reliant on buzzwords, as your email could very well be caught up in spam filters and never seen. Be mindful, also, to courteously avoid any techniques that could be construed as manipulative or hooky. Your email is a bridge, not a trap.
Know your audience
It’s crucial to understand who your target audience is before you sit down to write. Do your due diligence and analyze data and trends to understand their goals and challenges. If you invest time to study your readers, they will be much more likely to read and engage with your content if you can adequately provide solutions.
Structure your email smartly
Start with a personalized greeting, followed by an interesting hook or introduction that sets the tone for the rest of your email. Get straight to the point, being mindful of how much time your readers might have to read your email and share your key messages without being impolite. Generally, aim to only propound the most essential and most interesting content. Pay attention to paragraphs and headings too. Break down text into easy-to-read bullet points that accentuate specific information.
Design Mindfully
A well-designed email is just as critical as fabulous copy. Graphics can allow you to emphasize and accentuate material, rendering the reader experience smoother and more pleasant. Use a responsive design that adapts seamlessly to all distinct screen sizes and email clients. Make sure your photos load promptly, optimizing them for resolution and size. Make sure your formatting is engaging and relevant to your brand, that it allows your messages to be preserved.
Finish strongly with a compelling CTA
Finally, conclude your well-crafted email with a clear and relevant call-to-action (CTA). Make it fitting to the message of your email and as straightforward and unambiguous as possible. Whether it’s to sign up for a free trial, respond to a question, or become a customer, make sure it’s clear what your reader should do after they have read your email by adding a link that takes them to a page where they can convert.
Conclusion
Crafting eye-catching and highly followed B2B email marketing campaigns is a daunting task, but with a little effort, intelligence, a touch of humor, and perseverance, you can succeed. Emphasize creating subject lines intelligently, understanding your audience, smart email structure, design and formatting, and a compelling CTA. Stay motivated and keep trying new tactics and strategies until you find something that works. With these tools under your toolbelt, you are well on your way to writing engaging and scalable B2B emails that attract and ultimately convert more customers.
This looked like the most promising at first glance, but it’s pretty weird when you get into it.
We kick off with a big assumption about the reader (and I’m questioning the value of calling them a “beginner” in the title). The structure is confusing – talking about writing killer subject lines before you’ve worked out who you’re talking to – and once again our conclusion lacks a CTA.
A lot of the word choices are really strange. There’s overly formal phrasing mixed in with really conversational sections, which is a shame because it’s the most detailed blog (though the content remains really generic).
I wouldn’t dream of even editing any of these into a publishable state, as it’d be quicker to write from scratch and at least attempt to come up with some novel advice.
With the AI Gold Rush underway, it seems almost futile to recommend productivity tools for your content workflow – there’ll be a hundred new ones by tomorrow.
Admittedly, it’s debatable. But Paul Buchheit, the engineer behind Gmail, certainly thinks so. If nothing else, it’s an interesting time to be part of the industry.
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