What are the top 3-5 things marketers can do to create great messaging?

There are 5 things that marketers can do to make their messaging impactful to prospects, customers and their sales teams.

1. Understand the problem your messaging is solving

   • Are you trying to drive new business? Are your attach rates low? Are your sellers and prospects unclear on the value your product or solution has? Or is your current messaging just not resonating with your target personas? Making sure you prioritize will help your message project stay on track

2. Then start with a framework

   • I know this may go against your nature, but you want to avoid starting with a blank page or deck. I promise! I've seen many great marketers start with a blank page and get lost in a bowl of word salad or start building a narrative that doesn't quite convey what they want to convey. So, get yourself a good framework (I'm a fan of those with a maturity model since they meet your customers where they are) and start there, keeping in mind that fewer words is better.

3. Don't start with an answer, start with questions

   • In other words, don't assume you know exactly the words that resonate with your customers. Also, don't assume you can build messaging without sales. The best messaging incorporates a POV from product, marketing, sales and your customers/prospects.

4. Validate your messaging and customer challenges/goals

   • That's right. Instead of assuming you have the exact words, ask your customers what their challenges are, what goals they're trying to achieve day to day and then once you've used that to build your messaging, ask them (and sales) for their feedback on it.

5. Map your messaging to the sales motion

   • Last but certainly not least, you want to make sure you map your messaging to your sales motion, in order to have a tight connection between how your sellers sell and how they'll use your messaging and content during their sales cycle