Two of the most important elements of marketing are your B2B strategy and messaging. Over time, as an organization grows and priorities shift, it is important do regular assessments to ensure it is still making an impact, generating quality leads and growing revenue. To help your team uncover the current effectiveness of your B2B strategy and messaging, we have compiled a list of questions. We’ve also provided a few strategic tips from our B2B marketing experts to improve its effectiveness and keep your business moving forward.
Assess the Effectiveness of Your Messaging: Key Questions to Answer
Messaging is one piece of the B2B strategy and messaging puzzle. Here are a few questions to consider and tips to use to help you assess your messaging effectiveness and make as-needed adjustments.
What are the primary pain points and obstacles your audience faces?
Messaging should be based on buyer persona pain points and interests. If your team cannot identify the top pain points or obstacles of your buyer personas, it is likely your messaging might not be making as big of an impact as it could be. Take a step back and start with your B2B buyer personas. This is what you use to build your messaging to make it relevant and impactful, so if these are not clear, you will have a challenging time getting your messaging right.
How does your product or solution resolve the pain points or obstacles?
You sell your product or service to help people eliminate or reduce the issues they face. If your product messaging points do not signify how it will make a prospect’s life easier, you are missing the mark. Go back to the basics and think about what your offering solves. Can you put together a messaging point that describes this? What about something that tells the audience what benefits they will experience? It is instrumental to be able to convey the benefits your offering brings so prospects know the challenges they currently face will be resolved using your solution.
What makes your product or solution different from competitors?
Competition is everywhere, and more than ever it is crucial to make sure your brand is differentiated from competitors. Doing this requires some leg work, such as competitive analysis, to understand what your competition is doing to draw engagement and convert buyers. The goal is to showcase your offering as unique, different and better than competitors. Think of what makes your product/service special. Whether it is certain features or innovations that no other competitor has, make it known in your B2B messaging! This helps you draw engagement and conversions from competitors to your brand.
Does your product or solution messaging support your corporate messaging?
All organizations should have a corporate messaging statement that portrays who your organization is and what you are aiming to do with your products or solutions. The product or service messaging should support and link back to the corporate messaging statement. This shows continuity and can improve brand recognition.
Assess the Effectiveness of Your B2B Strategy: Key Questions to Answer
Strategy is the second piece of the puzzle. Here are a few questions to consider and tips to use to help you assess the effectiveness of your strategy.
How does your marketing strategy align with overall business goals?
Having a marketing strategy is important, but one of the most essential parts is that it should align with your business goals. Creating a marketing strategy on a whim with no goals in mind can lead to challenges and less-than-ideal marketing performance. If the goal of your company is to increase leads in a specific industry, your marketing strategy should outline marketing tactics to make that happen. If the goal is to boost sales by 10%, include ways marketing can support that goal or even exceed it? Every strategy you create should be able to display specific components for achieving key goals. If you feel like your strategy is representative of some goals but falls flat on others, take the time to revisit it and adjust.
What does your strategy incorporate that helps set your product or service apart from the competition?
Your marketing strategy should include a mix of marketing activities that will help guide your business. These marketing activities should differentiate your product, service or brand from competitors. Similar to how messaging works, marketing components should be unique and incorporate innovative B2B marketing campaigns that showcase your offering and how it stands out from others in the market. With your competitive analysis, you will find out what marketing channels competitors are using, what content they are creating and so on, which can serve as the starting point for strategy creation and differentiation.
What marketing channels are you using and are they effective in reaching your target audience?
With knowledge of your personas and their behaviors, you should be able to understand how to most effectively reach your audience and on what channels. For example, if you find that your personas are frequently using social media, use this to your advantage and incorporate social media in your strategy. Any tactics that allow you to do more than competitors while still showcasing the benefits of your brand will go a long way. Integrated activities across channels ensure a seamless brand experience.
Get B2B Strategy and Messaging Expertise
Your B2B strategy and messaging is so critical to get right. These questions can act as a starting point for you to assess how your strategy and messaging are performing and provide guidance to you on where and how to pivot. It is in an organization’s best interest to assess and adjust these on a regular basis to ensure they are sharing content that resonates and effectively reaching their audience. Looking for expert B2B strategy and messaging guidance? We’re here to help! Contact Launch Marketing today or request a free marketing consultation to learn more about how our Austin marketing firm can help you thrive.
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