Essentially, the concept of Voice of Company is what companies are doing today – communicating messages about products, services, events and so on from the standpoint of the company. When B2B buyers encounter these messages on your website or in corporate marketing materials, they are entirely aware that these messages have been crafted by the company itself. So the viewer of such messages is at once on guard – wary of being manipulated by someone who so clearly wants to make a sale, do a deal, make some profit. It’s like a mousetrap with the mouse gingerly circling the cheese, expecting at any moment to be crushed by the snap of a deadly wire blade.

Don’t get me wrong. Voice of Company has its rightful place in the B2B buyer’s new world. Here’s where the company can provide useful information that makes the product’s features and benefits, specifications and model numbers clear in order to encourage and facilitate purchasing. B2B buyers like to be able to access such information. But that’s pretty much where it stops. For sophisticated and increasingly skeptical audiences,  the rest of the verbal and visual decoration just doesn’t have the impact it used to. Not at a conscious level, at least.

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