When it comes to engaging today’s customers, the age-old question, “What’s In It for Me?” (WIFM) has never been more relevant. Buyers want clear answers to this question—and they expect them at every interaction. Simply put, WIFM is all about centering the customer’s needs, challenges, and aspirations. By putting WIFM at the core of your approach, sellers, customer success, and product teams can work together to deliver a value-driven experience that captures attention, builds loyalty, and accelerates sales. Here’s how each team can lean into WIFM and how Unlead.ai enables this journey.
Why WIFM Matters in Today’s Buyer-Centric World
In a market where customers are bombarded with choices, their first thought is naturally, “How does this benefit me?” WIFM represents this perspective: it’s the lens through which buyers evaluate the relevance of each touchpoint, be it an introductory email, a product demonstration, or a follow-up conversation. Centering WIFM ensures that all communication, content, and interactions have a clear purpose that aligns with the buyer’s goals, making each engagement more impactful.
How Different Teams Can Embrace WIFM
1. Sales Teams: Personalize for Real Relevance
Sales teams are often the first touchpoint for potential customers, so establishing a WIFM-oriented approach right from the start is crucial. Sellers can focus on understanding the buyer’s pain points, industry-specific challenges, and objectives, then tailor their messaging to highlight exactly how the product addresses those needs.
• WIFM in Action: Personalize outreach with insights from the buyer’s industry, challenges they might be facing, and potential outcomes they care about.
• How Unlead.ai Helps: Using Unlead.ai’s Persona AI, sellers can create tailored video content that directly addresses the buyer’s role and specific pain points, turning generic outreach into a relevant and engaging message.
2. Customer Success Teams: Deliver Continuous Value
Customer Success (CS) teams are essential in delivering post-purchase value, ensuring that the benefits highlighted in the sales process are achieved and expanded over time. By aligning efforts with WIFM, CS teams can prioritize the goals and outcomes that are most meaningful to the customer.
• WIFM in Action: Use customer feedback and engagement data to continuously adapt the experience, showing customers that you’re invested in their long-term success.
• How Unlead.ai Helps: Unlead.ai provides actionable engagement data that helps CS teams understand what resonates with each customer. Through data insights, CS teams can proactively address emerging needs, provide timely resources, and identify new value-add opportunities.
3. Product Teams: Build Features with Buyer Benefits in Mind
Product teams play a pivotal role in ensuring that the product itself embodies WIFM. By connecting product development to customer needs and challenges, the product team can prioritize features that make a real difference in the buyer’s journey.
• WIFM in Action: Gather feedback from sales and CS teams to understand what buyers want most, then use that input to guide product development, ensuring that updates and features are centered on user value.
• How Unlead.ai Helps: Unlead.ai’s platform provides insights into buyer and user preferences, enabling product teams to analyze which features capture attention and deliver value, refining the product experience based on real user data.
4. Marketing Teams: Create Relevant, Engaging Content
Marketing has a unique opportunity to communicate WIFM through various content types. By using audience insights and understanding the buyer’s journey, marketing can develop content that educates, informs, and inspires buyers, positioning the product as the answer to their needs.
• WIFM in Action: Create targeted campaigns that speak directly to different personas, pain points, and stages in the buying cycle.
• How Unlead.ai Helps: With Unlead.ai, marketers can create video content tailored to each segment, using persona-driven insights to ensure that each piece of content speaks directly to what matters most to each audience group.
Using Unlead.ai to Infuse WIFM in Every Interaction
Unlead.ai is built to help sales, customer success, and marketing teams connect with customers on a meaningful level. Here’s how Unlead.ai drives a WIFM-centered approach:
1. Persona-Based Video Content: With Persona AI, teams can create video content that’s directly relevant to each buyer’s role and pain points. This means every video is not only personalized but designed with the buyer’s interests in mind.
2. Real-Time Buyer Insights: Unlead.ai’s platform provides teams with real-time engagement metrics and buyer signals. This helps teams see what’s working, allowing them to double down on the messaging and content that resonates most with buyers.
3. Collaborative Platform: Unlead.ai encourages seamless collaboration between sales, marketing, and CS teams. With a shared dashboard, each team can access buyer insights, track engagement, and refine their approach to align with the WIFM perspective.
4. Automated Scoring: Unlead.ai’s advanced scoring system goes beyond simple open rates, tracking meaningful engagement, like video views and interactions, to help teams prioritize leads who are truly interested.
Key Takeaways for Teams Embracing WIFM
For every customer-facing team, keeping WIFM top of mind fosters a buyer-centric culture that helps you connect authentically with customers. By prioritizing real relevance, engagement, and continuous value, each team can contribute to a cohesive buyer experience that makes the customer feel understood and valued.
With Unlead.ai’s tools and insights, putting WIFM at the center of your strategy is easy and impactful. Are you ready to engage your buyers with the value they’re looking for?
By building an approach that respects WIFM, your teams are better equipped to engage meaningfully and drive long-term relationships. Unlead.ai provides the tools to transform personalization into value-driven interactions that prioritize the buyer’s needs, setting your business apart in a crowded marketplace.
