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Fine-Tune Your Messaging

In a follow-up video to 'The B2B marketing challenge,' TechRepublic's Peter Spande drills down on the 'marketing funnel' and explains how to map your marketing messaging to it.

Speaker: Peter Spande, Director, TechRepublic

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Tags: Messaging, Marketing Research, Marketing, Business Management, TechRepublic Inc., Video, Sales, B2B

 

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Fine-Tune Your Messaging

In a follow-up video to 'The B2B marketing challenge,' TechRepublic's Peter Spande drills down on the 'marketing funnel' and explains how to map your marketing messaging to it.

Hi, I'm Peter Spande, director with TechRepublic. In my last whiteboard video, I talked about the challenge of B2B marketing and generating awareness, cultivating that awareness into interest and then finally leading those people who are interested in your solution to consider your solution in greater depth, and ultimately, we hope, to make a purchase. Today, I'm going to talk a little bit more about how to fine-tune your messaging to map to this marketing funnel.

So, at the very top of the funnel, we're talking to the broadest number of people and at this point, we're really looking to create a big splash. Again, we're trying to tell people what they don't know they need to know and we need to do that through generating emotion. Typically, this will come from advertising. Potentially it could come from a big PR announcement.

The second level, we're really looking to cultivate that awareness and lead that into interest. Here we're all talking about educational kinds of items and at this point, what we're looking to do is take that awareness and hopefully we've piqued some of those people's curiosity and we've lead them down further, so they're saying, "tell me more about that." So you want to do just that. You want to provide case studies or product overviews, other kinds of educational documents, market briefs, analyst reports, that kind of thing, and then everyone who is interested in that will ultimately go to consider your products.

So what we're looking to do though is to create that tipping point where someone takes that interest, that professional interest and that leads them to say, "You know what I think, this is really a good solution for my business." At that point, you really need to work to drive consideration. You do this through white papers, product specs, I mean, other kinds of really detailed, often technical documents. Webcasts that are talking specifically about your products and how they map to the larger solution, all of those kinds of things. At this point, you're really looking to fill in the blanks. You're looking to eliminate as many questions that may still be lingering in their heads and now they're looking to have help from your sales professionals and your engineers and other kinds of people, customizing this to your business.

If you do a good job mapping your messaging to the entire marketing funnel, you will very efficiently lead people from awareness through to becoming a sales leader and becoming a person that's really ready to speak to your sales professionals. You will increase the number of leads you're giving your sales people and ideally you're going to be creating more sales for your company.