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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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Developing service offerings that add value

If your team is developing a new service offering, it is worth your time to ask the following questions. Does it address a pain point the customer is struggling with? Will customers pay for it? And does the customer believe you can provide it?

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5 Tips for B2B Product Bundling Research

Tips for conducting bundling and pricing research to help address questions such as: Are we leaving money on the table? If we increase prices, how many customers will we lose? Should we use a good-better-best bundling strategy? Is there a slimmed-down version of our product that appeals to cost-sensitive prospects? Is there a market for a premium bundle of features and services?

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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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Include Jobs-to-be-Done in Your Customer Satisfaction Surveys

B2B solution providers can enrich the insights from their customer satisfaction surveys and conversations by taking a cue from product marketing and adding a few questions about the customer’s jobs-to-be-done.

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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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The limits of research and importance of judgement

Research data, especially quantitative data, can temp users and readers to go down paths the research was never designed for. The following are three recommendations to keep in mind when reviewing and sharing data from a research engagement.

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