B2B messaging should clearly explain the unique value and selling propositions (UVPs/USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.
Fail 1: The “too-broad” B2B messaging
General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your ideal customer profiles (ICPs)/personas, the better. Messaging must make it immediately apparent who benefits from your product and how.
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Topics:
Persona,
Customer communications,
Message,
Messaging,
B2B
Hmmm…should this be a blog or rant?
We’re constantly amazed at the number of companies who’ve been around for years and don’t have a cohesive messaging document (MD).
While I understand the aversion: MDs are difficult to execute, with various stakeholders within the company trying to get their voices heard, a well-conceived MD creates a virtual paint-by-numbers scenario, where all of your unique value propositions/unique selling propositions (UVPs/USPs) are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.
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Topics:
Marketing,
Brand,
Customer communications,
Message,
Messaging,
Corporate communications,
Client relations,
Integrated marketing
How can marketers get smarter about marketing strategy?
The answer is goal setting, and more specifically - SMART goals setting. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-bound.
One of the most difficult marketing tasks, it is nevertheless the one effort that can help marketers focus, get motivated to succeed, and prove just how successful they are.
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Topics:
Content marketing,
Content,
Metrics,
Social media,
Persona,
Inbound marketing,
Messaging,
Account-based marketing,
Planning,
Tactics,
Buyer's journey,
Integrated marketing,
SMART Goals
Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.
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Topics:
Marketing,
Sales,
Client relations,
B2B,
Marketing strategy,
Tactics,
Buyer's journey,
Sales funnel
All men can see these tactics whereby I conquer,
but what none can see is the strategy out of which victory is evolved. -
Sun Tzu, The Art of War
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Topics:
Marketing,
Persona,
Brand,
Customer communications,
Audience,
Sales,
Planning,
Marketing strategy,
Tactics
In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, like ChatGPT, etc., and still others that have continued to be normalized after the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.
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Topics:
Content,
Marketing,
Brand,
Customer communications,
B2B,
Marketing qualified leads (MQL),
Sales qualified leads (SQL),
Sales funnel,
Trends,
Customer journey
Email marketing isn’t just sending commercial after commercial. It’s focusing on “What’s in it for me” for your potential clients that will eventually lead to a commercial relationship. Each phase of the message and delivery should be structured to establish and grow this foundation.
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Topics:
Sales,
Email marketing
“What’s in it for me”? is key. Nobody cares what you do. They only care what you do for them.
Start out demonstrating your understanding of your potential clients’ challenges before you explain how your solution is going to address them. This should be standard across every message.
Remember the buyer’s journey. Your content should support every stage: awareness, interest, consideration, decision.
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Topics:
Email marketing
