Published: 25 July 2024
Creating messaging has never been easier, but getting it wrong can be costly. To ensure optimal brand impact, lead generation, deal progression, deal quality and customer retention, B2B CMOs and their teams should use the four pillars in our messaging radar to develop high-quality messaging.
Messaging that focuses on feature and function is easy to produce due to a company’s deep understanding of its products and services, combined with a desire to focus on promotion of its unique capabilities. Messaging focused in this way leads to poor engagement and hence results as it fails to address the objectives of the audience.
Weak, unclear and inconsistent messaging causes dilution across channels, creating an inconsistent brand experience.
Messaging is often not properly aligned with channels, goals and objectives. Without clear alignment or objectives, the message impact isn’t easy to measure.
B2B CMOs looking to create high-impact messaging that
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