An Introduction to Customer-Focused Marketing for Life Science B2Bs

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An Introduction to Customer-Focused Marketing for Life Science B2Bs

Reading Time: 7 minutes
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No matter the size, business-to-business (B2B) companies usually depend on retaining existing customers and expanding those relationships to fuel growth. For highly specialized B2Bs, this can be especially critical. Content marketing can support these customer relationships by establishing a company’s voice of authority, creating a consistent brand message, and delivering essential information that helps its customers innovate and compete.

This blog will serve as a guide to B2B customer marketing, including customer research, the functions of customer-focused marketing content, and how to create and deliver relevant content that will help attract, engage, and delight customers while establishing positive relationships and experiences.

B2B Customer Marketing Strategies

Let’s consider a hypothetical science-focused B2B company that supplies components used to manufacture tightly regulated medical devices. With only a small number of potential manufacturers to market to, the company’s growth is fueled by maximizing its business opportunities with each customer. This depends on establishing and maintaining positive relationships and experiences. While many factors play a role, customer-focused content marketing can help reinforce positive experiences by responding to customers’ needs, showcasing the company’s core values, and highlighting product integrity and the technical team’s expertise.

B2B customers are not just looking for products or services; they seek ways to solve problems. It’s essential to examine your target audience and identify their pain points. Only then can you position your B2B life science company as the solution to their challenges.

To do this effectively, you will need to develop a thorough understanding of your customer base and customers’ needs, wants, and expectations. This insight will guide you in focusing your marketing content to resonate with your audience and show them how your offerings can solve their most pressing issues.

The Layered B2B Audience

In B2B marketing, your target audience can span several layers within an organization, from VPs to technical staff who will be charged with implementing your product or service. Therefore, while your marketing message should be consistent and cohesive, reaching the different segments of your audience may require different strategies.

Research can help you identify and target the different segments within your target audience. These may change with shifts in the industry. Likewise, changes in technology and market trends can contribute to changes in your audience’s pain points and priorities. A few key research tools can open the door to customer feedback and highlight customer needs.

Research Tools to Examine Your Current B2B Customers

What can you learn about your best customers? What tools can you use?

Evaluating a customer’s perspective on the entire customer experience may be helpful. This end-to-end approach will help you identify what your customers value most, weaknesses in the current customer experience, opportunities for improvement, and how you can use content marketing to meet customer needs better.

  • Interviews — If possible, aim to interview 10 to 12 of your key customers. This will allow you to discover clear customer journey patterns and have confidence in the results.
  • Customer Surveys — Surveys can help you gain a lot of insight quickly. You can send surveys directly to customers or reach out to customers through social media.
  • Sales Team Perspective — Get input from your sales teams. Encourage sales team members to use a customer survey as a conversation starter to go more in-depth about what is delighting your customers and what is causing friction.

Applying Customer Feedback

Customer research results can be a valuable tool to focus your marketing activities. For example, you might discover opportunities to better engage existing customers through marketing emails or social media. If your research identifies multiple potential targets within the layers of your B2B audience, you can plan content to reach those different consumer segments strategically.

Functions of Customer-Focused Content

Considering the results of your customer research, you can build a content strategy around the following goals or customer relationship stages. This will help you meet the needs of current customers and potentially spur continuous business growth.

Content to Attract

At this stage, you can offer content that provides value and is easy (i.e., free) to access. It should also be easy to consume in a relatively short amount of time. Targeted, concise blogs that answer common industry questions fit this category. You can build up a library of this type of content by delivering blogs regularly over years. Written with SEO in mind, these blogs can draw new potential leads to your website and can be shared via email in a newsletter format. Either way, establishing a library of this type of content can also help establish your voice of authority.

Content to Engage

At this stage, your prospects are considering their options and comparing your solutions to the competition. Content at this stage can position your solution as the best value and provide details about how your products or services can solve customers’ specific problems. Examples of content for this stage include case studies, videos, and podcasts.

Content to Delight

People in this stage are very close to the problem they are trying to solve and the pros and cons of the options available, including yours. They may have advanced from prospect to customer and could be on the cusp of promoting your brand to others. Valuable content for this stage includes attractive resources with knowledge and insights that go beyond the blogs on your website, for instance. It should be high enough quality that you could charge for it. This content should include exclusive information and contributions from highly regarded experts, packaged in a polished and professional way. Formats could include e-books, white papers, webinars, and interactive resources such as templates and worksheets.

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Key Features of Effective B2B Customer-Centric Content

Understanding the functions of customer-focused content helps in planning your content strategy to effectively engage your audience. Next, consider the following attributes when creating B2B customer marketing content for every stage:


Content should be responsive to customer needs, addressing their unique pain points. It should provide solutions and tips that are relevant, informative, and actionable. You can also offer resources such as guides or white papers with helpful advice and further explanation. Additionally, you can use customer survey results to produce personalized content, such as targeted marketing emails to address survey findings. By responding to customer needs with tailored content, you can provide value and reinforce your company’s commitment to customer satisfaction.


Customers often want more than just a vendor; they want a partner who shares their values. This is where communicating your company’s mission and vision becomes critical. Your content should reflect your values so customers can see what sets you apart from the crowd. It’s not just about what you do but why you do it and who you are. This can create a powerful connection with your audience, establishing trust and fostering long-term relationships.

Your content can reflect your values and the culture by highlighting company successes, showcasing community service, or providing behind-the-scenes insights into your team dynamics. Showcasing your unique brand voice and strong visual content will help to create a lasting impression.

High Quality

You can demonstrate your competence by publishing well-researched, accurate, and informative content. Share your industry knowledge with customers to give them more reasons to choose you over the competition. Incorporate media such as videos and podcasts to give your content an edge. These will also attract attention from potential customers and help search engines rank you higher on their results pages.


Nothing speaks louder than the success of your customers. Testimonials and success stories are powerful communication tools that illustrate the positive impact of your products or services. They provide tangible proof of your claims and can significantly influence purchase decisions. Share stories that highlight how your solutions have helped other clients overcome similar challenges. This not only validates your expertise but also helps potential customers visualize how they could benefit from your offerings.


Content marketing can answer common buyer questions, describe best practices and innovations, and provide tips on how to get the most out of your products or services. This will help establish you as an industry leader and demonstrate your commitment to providing quality customer support. Additionally, when creating content, ensure it is accurate and current. Doing so will give visitors confidence in the information they’re receiving from you.


Trust is a valuable currency in the B2B sector, especially in life sciences, where the stakes can be high. One way to gain your audience’s trust is by demonstrating your knowledge and reliability. Showcase your technical know-how, industry-specific knowledge, and achievements to build credibility.

Highlight your team’s qualifications, your company’s innovative approaches, and the successful projects you’ve completed. By doing so, you reassure potential clients that they’re partnering with a reliable and knowledgeable provider. By sharing your knowledge and insights on industry trends, you can establish your business as an authority in the field and give customers a reason to engage further.

Visually Appealing

Don’t underestimate the impact of professional graphic design services and the use of stunning visuals to make your content shine. Photography, videos, infographics, and other visual content will give your content a polished look and feel. When communicating complex information, visuals also help your audience better understand the information you’re presenting.


Demonstrate consistency with regular posts, a consistent appearance, voice, tone, and content. Consistency is critical to attracting new visitors and maintaining a positive reputation. Ensure that your website or blog posts are regularly updated with fresh, relevant content and that the overall appearance of your site is consistent across all pages. Additionally, use the same voice, tone, and style for all of your content to create a sense of familiarity for returning visitors.


Understanding your audience is the cornerstone of effective B2B life science marketing. Customer research will allow you to appreciate the customer perspective better and better respond to customer needs. Content marketing should express your values, showcase your expertise, and highlight success stories. In addition, compelling visuals, consistency, and helpful content are more likely to resonate with your audience and drive them to action.

Remember, it’s not just about selling products or services; it’s about helping customers solve problems and building relationships based on trust and mutual understanding. By implementing customer-focused content marketing strategies, science B2Bs can cultivate customer trust, encourage repeat business and referrals, and gain a competitive edge.

Partner with Cobalt to Boost Your B2B Customer Marketing Strategy

To learn more about how Cobalt helps science-focused B2Bs with all aspects of B2B marketing and communications, visit the Cobalt science and life science marketing services page or contact the Cobalt marketing team.

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As a strategic communications agency serving science- and R&D-driven organizations, we specialize in highly technical markets where complex ideas and information must be conveyed with clarity. Our team includes writers, designers, strategists and content architects, all working together to help you reach — and engage — your internal and external audiences.

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