B2B Marketing and Sales Communications: Want My Attention? Then Get To Know Me.
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Transcript of B2B Marketing and Sales Communications: Want My Attention? Then Get To Know Me.
I AM YOUR TARGET BUYER.
Want my attention?
�.lydiamarketingconsulting.com
�.lydiamarketingconsulting.com
Then you’d better GET TO KNOW ME
and understand what I want to hear
and read about!
�.lydiamarketingconsulting.com
TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING
TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING
�.lydiamarketingconsulting.com
Think insights and bottoms-up vs. opinions and top-down1
TIP
If you start from a place of insight vs. opinion,
you are more likely to get the effect you need...
�.lydiamarketingconsulting.com
Which is an impression from the listener/reader/visitor that...
�.lydiamarketingconsulting.com
�.lydiamarketingconsulting.com
One of the biggest mistakes companies make when developing their messaging approach is for a
group of executives to sit in a room and say...
�.lydiamarketingconsulting.com
What do we want to say about ourselves?
What are we all about?
What is our mission?
What do we do?
�.lydiamarketingconsulting.com
WRONG!
�.lydiamarketingconsulting.com
The conversation you should START with is:
· Who is our target audience? · What do they care about most and · How are we able to help?
�.lydiamarketingconsulting.com
Think Vision2TIP
Think ahead about what you hope people will think, feel and say about you...
�.lydiamarketingconsulting.com
Design your brand EXPERIENCE, marketing STRATEGY, content and OUTREACH accordingly.
LinkedIn Ads and Group
Discussions
Case studies,Slideshows,
White Papers
Tradeshows & Industry
Events
Webinars
VideoDemos
Social Media
Emails
WebsiteContent
Articles&
Blogs
PressReleases
�.lydiamarketingconsulting.com
Think frequently asked questions3TIP
FAQ
Compile the most frequently asked questions you get when �rst introducing what your product/service does...
�.lydiamarketingconsulting.com
This shows what people care about most
and what you should lead with or be
prepared to talk about in a meaningful way.
�.lydiamarketingconsulting.com
Think story first, then messaging4TIP
Use the insights you’ve gathered to help you see and confirm what your brand’s Story is.
�.lydiamarketingconsulting.com
Think like a journalist...
�.lydiamarketingconsulting.com
Journalists decide what their story is based on research and insights
�.lydiamarketingconsulting.com
From there they work on angles and messaging...
to bring the story to LIFE.
�.lydiamarketingconsulting.com
The point is...Developing a good
messaging approach is not easy...
�.lydiamarketingconsulting.com
but it’s notrocket science
either.
�.lydiamarketingconsulting.com
If at a minimum
You ensure all conversations and decisions about your messaging are centered on
CUSTOMER INSIGHTS
�.lydiamarketingconsulting.com
You will be on your way to successfully differentiating yourself.
Let me know if I can help.
Visit www.lydiamarketingconsulting.com
Contact information:
LYDIA VOGTNER [email protected]