Time to Revisit Your B2B Messaging Framework?

By Stephanie Carrillo, Senior Marketing Consultant for Heinz Marketing
When was the last time you revisited your company messaging?  Can’t remember?  Then you’re probably overdue.
Messaging is the key to connecting with your prospects and customers, but it’s also a framework to help guide communications and content development. Developing your messaging points and framework defines the main takeaways you want your audience to have when they think, read, or hear about your company.  It also shows the key benefits and values provided to your customers.
Where do you begin?
Research:
Talk to your sales team to understand customer pain points
Why do customers come to you for your service or product?
What problems are your customers and prospects trying to solve?
Do a competitive analysis
What are their benefit statements?
How do they address customer pain points?
What are their product statements and features?
What are their featured use cases?
Interview a customer to understand the benefits you provide to them and to