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5 Tips for Creating Compelling Messaging that Differentiates in a Crowded Market
Creating compelling messaging in a crowded market is a critical challenge for product marketers. This blog provides five essential guidelines to help you craft messages that stand out and resonate with your ICP. This includes ensuring your messaging is relevant, emotionally engaging, unique, credible, and authentic.
Read MoreBeyond Buzzwords: Making AI Matter to Your B2B Buyers
Using AI as key component of your messaging strategy will only add value if customers understand the value the addition of AI to your solution benefits them. In our research we find that most customers are not able to make this leap and connect the dots. For AI-related marketing to resonate with customers, it must go beyond the novelty of AI and demonstrate how it enhances the solution for the customer.
Read MoreHow to Name a Product: A Guide to Creating Effective Product Names
Naming a new product is a crucial step. A good name can communicate the product’s value proposition, differentiate it from competitors, and create a positive association with customers. But how do you find a name that meets these criteria and resonates with your target audience? That’s where market research comes in.
Read MoreAdd some “Why you” to your content marketing
Content marketers should consider adding questions to their content marketing surveys that highlight why their solution is a better approach than your competitors. Based on the typical B2B buying journey it may be mutually beneficial to have some solution-related information in your content marketing materials. In addition, more mature markets provide a natural opening for solution-related information.
Read MorePractical sampling decisions for your content marketing survey
Surveys are an essential part of many B2B content marketing programs. Unfortunately, response rates to surveys continue to decline across B2B sectors. As a result, programs that once hit 600 completed surveys can struggle to reach half that number today. This post looks at factors driving the decline in response rates and offers steps you can take to help mitigate or slow the drop-off in your content marketing surveys.
Read MoreBe more systematic in your content marketing surveys
This post provides two frameworks you can use to help develop more compelling and valuable marketing content. A key is to systematically identify the data needed to tell a story, rather than hoping an interesting story will emerge from the data.
Read MoreWhen to use ROI in messaging
As compelling as ROI calculations can be in the sales process, they don’t always resonate as expected in messaging strategies. This seems to contradict the marketing tenet of connecting solutions to revenue and the bottom line. What is going on? One factor is that your solutions ROI sits within a broader context of time, priorities, and internal perceptions.
Read MoreAre you messaging to threshold conditions?
B2B marketers feel pressure to include threshold conditions in messaging – they can be deal-breakers. It’s natural to want to get them on the table preemptively. But in most cases, B2B providers would be better off messaging to the benefits their solutions provide and highlighting their competitive differentiation.
Read MoreContent Marketing Surveys: Advice for Using Survey Data to Show Solution Effectiveness
Can B2B users of more robust or advanced solutions have lower self-reported performance scores than businesses that use simple or good-enough solutions? The short answer is, “Yes.” And this can throw a monkey wrench into content marketing efforts that use survey data. This post talks about what drives this surprising outcome and how to mitigate it with survey design.
Read MoreRealistic B2B Brand Tracking Research
This post provides guidance for setting the right cadence, setting expectations, and tracking the overall story, to create realistic brand tracking studies.
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