With strong B2B messaging, your business can leverage it as a North Star for driving sales conversations, developing new content and onboarding new employees.
B2B companies need to maximize all opportunities in today’s economic climate. Without a strong, consistent message, a company’s marketing efforts can fail to resonate with key audiences. To avoid missing out on building these connections, companies can focus on developing effective B2B messaging.
Effective B2B messaging is not an idea that happens overnight—it takes thoughtful preparation to communicate the value of your new product or service and requires many review cycles from leadership. Here’s an in-depth look at why effective B2B messaging matters and the actions your organization can take to make the most impact.
Effective B2B messaging matters
B2B messaging needs to go beyond outlining your company’s new product or service. Rather than solely explaining key features and capabilities, your messaging should detail how these functions will solve common business challenges and help other businesses achieve their goals.
With strong B2B messaging, your business can leverage it as a North Star for driving sales conversations, developing new content and onboarding new employees. Additionally, your business will be able to support meaningful discussions and foster long-lasting partnerships.
Before messaging gets started
Before starting to craft messaging, your business should have a good read on the current market situation that’s driving the need for your company’s new offering. Keep a pulse on what your competitors are doing in addition to learning about common challenges. This knowledge will help you in crafting messaging that resonates with your target audience while adding a competitive edge.
On that note, your business should also know who they’re trying to reach. Once you’ve identified your ideal personas, it’s important to recognize that most of your target companies and their employees will need leadership buy-in before purchasing. One great way to gain this buy-in is through effective B2B messaging that tells the story of how their organization at large will interact and benefit from your services along with how it will impact the business.
Effective B2B messaging with our strategic framework
It might be easy to get all your thoughts down on paper—and can be helpful as a starting point—but it shouldn’t be your official messaging platform. To develop a resource that employees enjoy using and see value in, it needs to be easy to read, contain the most important details and be visually appealing.
At Standing Partnership, we created a messaging framework for businesses to see their offerings come to life, leading to several top consulting firms, tech companies, ESG programs and more businesses finding value from our format. Our framework allows clients the opportunity to dive into challenges their key audience faces while mapping these problems to specific use cases.
For example, a company offering cloud services may target prospective clients who have several technology systems but no way of generating reliable data. After outlining the challenges faced by having multiple technology systems, the company can come to the rescue by showcasing how their cloud services can consolidate these systems and improve employee engagement, productivity and lower business costs. Your ability to understand your clients’ challenges will attract prospects in addition to providing direct paths as to how they can solve them.
Businesses also need a strong value proposition that’s easy for customers to remember and clearly articulates their “why.” Our team empowers clients to take their value props to the next level by crafting supporting pillar sections. These areas outline the key functionalities that transform both the organization and business at large.
After you’ve completed the messaging process, you’ll be left with a strong resource that will help customers understand how your offerings can solve their business challenges. Plus, your employees will have a strategic framework to refer to whenever needed.
Leverage messaging to drive value
After your organization has created the platform, it’s important to continue using it to drive strategic marketing efforts and secure new B2B deals.
Businesses can leverage their messaging platform to support new, related content assets, such as ebooks, whitepapers, blogs and infographics. Producing relevant content educates prospective clients about your products or services, leading to a conversation with sales.
Additionally, this helps your business drive a consistent storyline and message throughout, positioning your company as trustworthy and credible. The messaging framework also serves as a helpful tool for sales teams to reference in their conversations.
According to LinkedIn’s “Moments of Trust,” 2022 report, 87% of sales and marketing leaders agree that collaboration between their two teams is key to driving success. A strong messaging kit will contribute to that sales-marketing alignment.
Drafting effective B2B messaging takes time, but with an understanding of your audience and the current market—plus a strategic framework—your business can grow its clientele and continue delivering value.
Are you ready to take your B2B messaging and strategic framework to the next level? We’d like to support you in your journey—contact us today at email@example.com.