The foundation for any B2B campaign needs to be a rock-solid business proposition and related messaging framework. That’s obvious, right? Well, it is surprising often the ‘tail wags the dog’. We always fight hard to consider whether that product or service is being presented in a way that is most applicable to the chosen audience.
Put simply, effective campaigns need to be built from the ground up. And time spent at the start of a campaign on really honing the fundamental messaging is rarely wasted, regardless of whether the goal is awareness raising, attendee generation, lead generation or prospect nurturing. In fact, a solid messaging framework will almost always save time and money later in the campaign, and indeed can even be reused across related sales and marketing activities such as PR and AR.
Messaging and proposition development has two purposes:
The time and scope of the messaging processes and proposition develop can range from merely a few pithy questions in an email sent to a single client contact, through to a full-on ‘market message framework’ session over an afternoon with all interested parties from the client’s side.
The over-riding purpose is to clarify expert thinking, relevance and precision – and distil the characteristics of the product/service into the most compelling and relevant messages for the target audience. At the start of any project, we ask clients broadly the same five questions; what varies is the extent to which we and the client need go into significant detail or whether ‘broad brushstrokes’ will suffice.
To recap, time spent on messaging at the start of a campaign is never wasted. In our experience, it always leads to more streamlined approval processes, faster time to market for the campaign, more efficient use of budgets and, ultimately better results.
To find out more about how Chief Nation can help you get results from your campaigns, email firstname.lastname@example.org or call +44 (0)207 329 3933.