Brand Messaging Effectiveness Falls Below Ideal Ratings:
Your answer indicates that you likely recognize a need to improve your brand messaging effectiveness. It is highly likely that your customers and prospects are having a hard time understanding clearly who you are, what you do and why it’s important to them. We recommend taking the time to evaluate your current messaging to identify the areas that need clarification or that are absent altogether. A great place to start in validating your messaging is to solicit candid feedback from your current or past customers and prospects that did not come to fruition.

Brand Messaging Effectiveness Aligns with Average Ratings:
Your answer demonstrates a basic grasp of brand messaging best practices and how to execute them, but there is plenty of room to improve. Your customers likely have a cohesive understanding of who you are and what you do, but you haven’t taken the necessary steps to make sure. Building a strategy for third-party and customer validation of your brand messaging is a key next step for your organization to make sure your time and resources are being spent more effectively and have a bigger impact on your bottom line.

Brand Messaging Effectiveness Aligns with Ideal Ratings:
Look at you go! Your response suggests that your organization’s brand messaging is clear and effective. Your customers and prospects understand who you are, what you do and why it's important! While your organization “feels” it is being effective in communicating its brand value at present, it’s important to regularly and objectively validate its resonance with customers on a regular cadence. Small tweaks and assurance that your newest offerings are being properly perceived can make meaningful differences.

Buyer Personas Development and Application Falls Below Ideal Ratings:
While you are making efforts to identify your key target customers, it is highly likely that your marketing efforts are too broad therefore you are likely not achieving business objectives and impacting revenue. We recommend reviewing your customer database to identify who your current buyers are, which will help you create your initial buyer personas. From there you can build on the personas based on your company offerings and who your ideal customers should be.

Buyer Personas Development and Application Aligns with Average Ratings:
Your organization has identified your ideal customers and has created some strategic efforts around reaching them with targeted, relevant campaigns. However, you are aware that not all of your efforts are persona-driven and that there are still opportunities to segment, test and refine your messages, activities and channels. A holistic audit of your activities and the messages associated with each will help identify the areas for improvement that will have the most impact.

Buyer Personas Development and Application Aligns with Ideal Ratings:
Congratulations! Your organization has built and implemented persona-driven marketing which enables you to execute relevant marketing strategies, generate leads and positively impact your organization's revenue goals. It’s important to remember that buyer personas evolve as your company and offerings change, so make sure to evaluate and update as needed.

Content Marketing Strategy Falls Below Ideal Ratings:
While you understand the value of putting a content marketing strategy in place, we know it can be difficult to formally put together a strategy and execute on the plan. We recommend evaluating the content you currently have available today and updating it to speak to 1 or 2 of your target personas. This could be a slight change in headlines and copy.

An efficient way to create new content is to ask the following questions as content ideas come up:

• What is the objective of this piece of content?
• Who is the target audience?
• What key pain points does this piece address?
• What problem are we solving for this audience?

Content Marketing Strategy Aligns with Average Ratings:
You know how to produce great content that gets results and you have a strategy in place, but your organization may lack the resources to fully implement that strategy. Focus on quality and consistency instead of quantity—it’s better to publish one amazing asset than three mediocre ones. Take time to evaluate any gaps that are getting in the way of your ideal content calendar—whether it’s technology, people or time—and see where you can prioritize filling the holes.

Content Marketing Strategy Aligns with Ideal Ratings:
Your content marketing strategy gets an A+! Your organization has a solid content strategy in place and you are attracting new customers, building trust in your brand and driving conversions with well-researched content that is published regularly and consistently. As your brand messaging and buyer personas evolve, it’s important to keep your content up to date so it’s accurate and relevant to the audience(s) you are targeting—consider republishing updated blog posts or revisiting benchmark reports with updated data or messaging.

Lead Generation Efforts Fall Below Ideal Ratings:
Generating qualified leads is a challenge that many B2B companies face. While you understand the value of lead generation, it's important to invest the time into creating a program that will generate the leads your business needs. Evaluate your lead generation efforts and ensure you are targeting the right types of leads. Oftentimes you may be generating leads but the quality of the leads are poor. If you are not generating enough leads, then this is a good time to create new campaigns or programs to increase your efforts.

Lead Generation Efforts Align with Average Ratings:
You’ve done a great job of getting strong campaigns set up and are generating leads, but may not have optimized how your lead generation efforts fit into the overall picture of your lead funnel. Make sure you are communicating regularly with sales team members and are aligned on definitions of qualified leads and whether or not marketing-qualified leads end up being fruitful for the sales team. Sales and marketing alignment is critically important to ensure your lead generation efforts actually pay off!

Lead Generation Efforts Align with Ideal Ratings:
You’re a lead machine! Being able to successfully generate qualified leads through lead generation campaigns is critical to B2B marketing success. It’s important to remember that successful lead generation programs are constantly evolving based on testing and reporting. Monitor the programs you are running to ensure you are optimizing based on the results you are seeing so you can continue to generate qualified leads and impact your organization's revenue.

Digital Marketing Efforts Fall Below Ideal Ratings:
Digital marketing can seem overwhelming to B2B organizations. Chances are you are already using some digital channels to get your message out and target your customers/prospects. We recommend evaluating the tools you are currently using such as your website or email campaigns. Update the assets you are using today to ensure they are aligned with your current business model and goals. Starting small is a great way to slowly implement change and improve the digital experiences you are providing to your target audience.

Digital Marketing Efforts Align with Average Ratings:
You’re in a good place with your digital marketing efforts and are thinking strategically about how to make digital work for you, but you may not have a robust testing and reporting strategy set up yet. Because there are so many digital channels, proving ROI on your digital efforts will help your organization continue to hone and focus on which channels actually get the results you need.

Digital Marketing Efforts Align with Ideal Ratings:
Congratulations! Your organization has found the right mix of digital marketing tools to engage with your target audiences that serves your unique needs. As digital marketing is ever changing and evolving, it’s important to stay up to date on the latest tips and tools available so you can continue to refine and improve your digital marketing efforts.