Enticing plot, captivating characters, and spellbinding world-building all come to mind when we think about great TV shows. B2B marketers should take lessons from this when it comes to building and enabling effective messaging.
When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive it, and delivered when they need it.
Portfolio marketers today are being asked to lead. They must help their organizations find the new opportunities, identify the trends that can give their organizations lasting success, and ensure that buyers are kept top of mind.
- Buyers have a lot of needs that messaging may need to address
- Compiling a unique messaging set for each buyer can be overwhelming and time-consuming
- Build messages at different levels to give your organization a matrix to choose from for each buyer
- Product managers and functional leaders need knowledge about what drives buying decisions and how buyers want to interact
- Organizations often struggle with developing the necessary insight that goes beyond high-level buyer needs
- SiriusDecisions Buyer Insights Reports deliver insight about buyer behavior that product leaders can use when driving innovation
- Modern B2B organizations must develop more than just one message or type of message
- To be effective, each piece of messaging must be built with an audience in mind
- Use the right messaging framework to develop messaging that resonates with intended audiences
- Knowing what your organization wants to achieve is paramount for good thought leadership
- Organizations often must consider multiple audiences when building thought leadership
- Measuring what works and what doesn’t lets teams refine their thought leadership efforts over time
- Myth: Many buyers prefer their early interactions to only be non-human
- The data shows that buyers want a variety of interactions
- A buyer’s journey map must capture and reflect this variety to effectively engage buyers
- Advanced manufacturers know their products, but they don’t always know their buyers
- Becoming more audience-centric can help manufacturers improve the effectiveness of marketing and sales programs
- The transition to audience-centricity can be broken down into three manageable activities
- Going audience-centric often requires solutions in place of individual products and services
- A marketecture solution can provide an easier path to this goal
- Understanding the challenges and risks ahead of time can help you avoid common pitfalls