Pain points describe the specific problems, obstacles, or frustrations experienced by potential or current customers. In B2B marketing and sales, recognising pain points helps organisations better understand what prospects struggle with. By diagnosing these core issues, businesses can offer solutions that address real-world needs, making their messages and offers more relevant to their target audience.
Scenario 1: A software company finds that clients complain about manual data entry errors. Identifying this pain point, the company introduces automated import features in their value proposition.
Scenario 2: An industrial supplier recognises customers struggle with delayed deliveries. The business revises operational processes to address this specific issue.
See also value proposition, lead generation, objection handling, customer journey, and prospecting for related concepts.