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When 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.

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Are 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.

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Content 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.

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Realistic 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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Metrics that Predict B2B Messaging Effectiveness

Product and brand messaging is part art, part science. The art includes the storytelling, compelling visual elements, tonality, and the brand personality. These elements are best left to the creative teams. Research rarely improves them. The science comes in when predicting and evaluating the effectiveness of an individual message, ad, or campaign. This post reviews some of the elements common to effective messaging.

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4 Elements of Effective B2B Product Marketing Messaging

B2B product marketers wear many hats, one of which is building messaging platforms for the solutions in their portfolio. This post outlines four elements we believe represent the core pillars of any messaging effort.

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Speaking to Trust in B2B messaging

In many B2B sectors, Trust, or Trustworthiness, sits near the top of market’s vendor evaluation matrix. Given that trust is earned over time presents a barrier to prospects switching to vendors that they don’t have experience with. When vendors say Trust me, at best the market views it as marketing-speak, at worst it conjures up images of unsavory car salesmen.

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Map your competitive differentiation: What can you own?

Differentiating your product or brand boils down to two simple questions. 1) What are your customer’s needs and buying criteria? And 2) which of these can your product/brand own? This post outlines a three-step process for mapping dimensions that will differentiate your brand and solution. The outcome provides a conceptual framework of your relative competitive differentiation.

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Make Your B2B Brand Strategy Relevant to the Sales Team

You’ve analyzed your brand strengths and weaknesses, conducted research to understand your brand equity relative to key competitors, identified open market positions, developed your brand strategy, and set tactical marketing plans into motion. But what have you done to help the sales team embrace and operationalize your brand strategy? Have you helped them understand how it will make them more successful?

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How to discover the personal and emotional drivers for a B2B audience

“The best thing about doing this is that I got to have coffee with my Dad in the barn every morning until he passed. Now I have that cup of coffee with my son and will as long as he stays involved.” This statement paints a clear and vibrant picture of a small business owner’s emotional drivers. It surfaced in a series of qualitative in-depth interviews and encapsulates an emotional theme that ran through the interviews. It speaks to one of this audience’s core values and influences even their most rational decisions.

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