B2B Marketing Ideas: Success Starts with the Message
When I do an analysis for a prospect or begin working with a new client, strengthening their marketing messaging is the first, critical step. Most have messages on services or products and possibly value statements or a unique selling proposition. While this content is a good beginning, that’s all it is. For an effective and successful sales and marketing program, you need to develop multi-tiered messaging.
Connect with Customer’s Pain
Customers purchase for practical and emotional reasons. Often, B2B messaging minimizes the emotional aspect. If your messages don’t include this part, you are missing points that address a prospect’s problems and the solutions you offer to alleviate them.
Address Objections Before the Sales Meeting
When you combine practical and emotional messages, lets you preempt any concerns or arguments a potential customer might have. A prospect might be willing to buy from you based rationally but is emotionally tied to a current supplier or product. Also, a potential customer might be looking for an answer to a specific issue, and if you provide one and competitors don’t, you are more likely to get the lead and sale.
Stop Selling on Price
Multi-layered marketing messages help you sell on value, not just price. Prospects are often willing to pay more if you offer solutions or services the competition doesn’t, or that they haven’t communicated to the prospect. Messaging that promotes services and products that go beyond to meeting requirements to offering value-added advantages or long-term benefits, will win in a tight price battle.