What would you do if your messaging simply wasn’t resonating with your audience? Furthermore, if you’ve primarily focused on selling to B2C audiences in the past and now want to transition to targeting B2B customers, what steps would you take?
In this short video, we’ll illustrate how we used message testing to help our client understand what messages would resonate. Additionally, we’ll highlight how we extended this effort by turning our research into a practical messaging framework that empowered our client to drive increased sales. Read more
Positioning for professional services firms is a nuanced and challenging task. Success hinges on crafting a strategy that carves out a precise niche and caters to a specific set of client needs.
A broad market position will not stand out in a crowded marketplace. Attempting to stand out with a vague approach is akin to using a dull, blunt object—it’s ineffective. To make a real impact, you need a sharp and focused approach, much like using an axe instead of trying to cut wood with another block of wood.
Take us at Cascade Insights, for example. We deliberately chose to specialize exclusively in serving B2B tech companies, a decision that has yielded significant advantages. This sharp focus allows us to craft more targeted messaging, define a well-honed Ideal Customer Profile (ICP), work effectively with a narrow set of clients, and much more.
Our positioning strategy serves as the foundation for how we advise other professional service providers as to how they should market themselves. In sum, we help other professional services firms benefit from our own hard-earned lessons – without having to go through the challenges of learning those lessons firsthand. Read more
We like remote work at Cascade Insights, but we also really like spending time with each other in-person.
So, while Cascade Insights’ team is spread across the United States, once a year we get together for a 3-day company retreat. And, since our roots are in Oregon, that gives us a chance to show off all this lovely state has to offer.
This year, Cascade Insights gathered in Camp Sherman, OR. We made s’mores by the serene Metolius River, gazed up at the Milky Way in some of the darkest skies in the country, and watched White-headed Woodpeckers and Western Tanagers flit between butterscotch-scented ponderosa pines.
The Cascade range boasts an abundance of crystalline lakes and burbling rivers. We kayaked on the peaceful Clear Lake and rafted down the ice-cold waters of the McKenzie River, which gets filtered through three miles of lava rock before emerging at Tamolich Blue Pool.
No trip to Oregon would be complete without visiting waterfalls. Depending on who you ask, Oregon might have 238 waterfalls… or it might have over 1,000. And, while Multnomah Falls in the Columbia River Gorge gets the most attention, visiting any waterfall in Oregon is a treat. We hiked to the powerful Sahalie and Koosah Falls, and took a break from the heat by dipping our heads in the majestic Proxy Falls.
Finally, we stopped at Dee Wright Observatory, which intersects with the Pacific Crest Trail and a historic wagon route from 1860. From the observatory, one can see the peaks of the Cascade Range volcanoes rising in all directions above a vast lava field.
It wasn’t too long ago that the norm was to spend your days in an office, and an “offsite” meant watching endless PowerPoint presentations in a windowless hotel conference room.
Today, you can pick your own adventure.
At Cascade Insights, we choose meaningful work from home, along with PowerPoint-free adventures in Oregon. And we’re pretty happy with how that has played out.
Consider the last SaaS company’s website that you read while checking out a potential new solution. How was the company positioning itself in the marketplace? Was the messaging clear and concise, or was it hard to understand? Did it target your specific role and address your jobs-to-be-done (JTBD)? Read more
In our previous post, we wrote about how B2B marketers can leverage the new generation of AI tools. If you’re not already experimenting with AI tools such as Chat-GPT, Jasper, or Copy.ai, you need to get started right away. In this post, we’re going to focus specifically on generative image AI tools, and how B2B marketers can use them.
The AI revolution is here. AI is already being used in newsrooms, to design spaceship components, and even to resurrect the voices of long-dead Beatles members to make new music. Here at Cascade Insights, we’ve started adopting AI tools like Chat-GPT into functions ranging from content creation to marketing research.
While large language model (LLM) AI tools such as Chat-GPT and Copy.ai have been relatively easy to incorporate into B2B marketing workflows, generative image AI has been harder to figure out. Yes, tools such as Midjourney and Stable Diffusion are capable of producing stunning images, but a cursory use of these tools is unlikely to produce anything that will convince a B2B audience.
Unlike LLM-based AI tools, which can generate coherent and meaningful content from a simple text prompt, generative image AI requires time and experimentation to obtain desired results. And until generative image AI makes a step forward in usability, only those who figure out how to write the right prompts will maximize these tools’ potential for B2B marketing. Read more
B2B marketers hold divergent views on the recent advancements in AI-based content marketing tools. On the one hand, some marketers embrace these tools as a way to accelerate the creative process. For these marketers, these AI-based tools act as a content creation super suit that helps them in various aspects of their job, such as:
Brainstorming topics for blogs.
Synthesizing information for background research.
Finding alternative ways to paraphrase statements for taglines and other short-form copy.
Refining their tone in accordance with brand guidelines.
Creating unique imagery that stands out from the bad stock images that plague most of today’s content.
Other marketers are reluctant to use these tools because they blur the line between whether a human or a machine owns the creative output. They see these tools as an artificial shortcut to creativity. In some sense, they’re right. AI cannot replace a human marketer’s capacity for storytelling and creativity. At the same time, the resistance generated by these marketers ultimately limits their ability to perform at their highest potential.
To illustrate this last point, let’s consider a hypothetical longitudinal study of two B2B marketers. The first is an early adopter of various AI-based content marketing tools since 2010, starting with Grammarly. The second ignores, or at least disparages, every AI tool that comes to market.
Before diving into their journeys, however, let’s first take a look at the history of AI tools that impact the creative process, as this impact goes farther back than 2023.
A Brief History of AI Writing Tools
Artificial intelligence (AI) is defined as “the theory and development of computer systems able to perform tasks that normally require human intelligence” (Oxford English Dictionary). AI, as we know it today, is relatively new, but it has existed in some less sophisticated forms for decades. And it’s been helping to shape the creative process that entire time.
The Impact of AI Tools: A Tale of Two Marketers
To understand the impact of embracing or ignoring AI on a B2B marketer career progression and skill development, let’s look at two hypothetical individuals: AI Allie and Laggard Larry.
Both Allie and Larry graduated in 2005 and entered the field of digital marketing. However, their approaches diverged significantly. Allie embraced a super-suit powered by AI-based technologies, while Larry chose to rely solely on his own knowledge and skills.
Marketer 1: AI Allie
In 2005, Allie began her career as a marketer. Her role consisted predominantly of creating email and website copy. At the time, she used the latest tools available from Word and other similar word processors. Rudimentary AI-based tools like spell checkers and autocorrect made her confident in her ability to create clean, error-free content.
Fast forward to 2010, Allie joined a new company with a tech-forward CMO. He introduced the team to Grammarly to help them produce cleaner, more concise content. Allie was initially skeptical, worried that Grammarly might take away from her writing style. However, Allie discovered when using Grammarly that she received fewer edits from her team lead on what she wrote, reducing the time spent on revisions.
At the same time, Allie’s team was trying to improve organic search rankings. They started using tools like Google Analytics to gain insights into visitor behavior on their website. These insights helped educate the marketing team as to how they could optimize the website. When Google and SEMrush released AI enhancements for SEO analysis in 2017 and 2018, Allie’s team was already immersed in these types of tools and quickly began to use them to their advantage.
Google’s “Analytics Intelligence” enabled Allie’s team to track individual visitor behavior and use predictive analytics. Predictive analytics let the team segment audiences more effectively, identify new audiences based on their similarities with current audiences, and create more targeted, personalized content to appeal to any target audience.
Allie’s team also used SEMrush’s AI capabilities to enhance their SEO efforts. By leveraging SEMrush, the team was able to target more relevant keywords and that led to increased and more relevant website traffic.
In 2022, Allie explored how AI content assistants like Jasper and Copy AI could help increase the team’s productivity. While initially skeptical about the promise of creating a blog from an idea in seconds, Allie realized their potential for generating “seed” content that her team could shape into something greater. So, while these tools couldn’t quite yet deliver fully on the promise they pushed, they could accelerate the team’s content creation efforts in a few foundational ways.
Today, as a seasoned digital content marketer with over 15 years of experience, Allie is adept at leveraging data and insights to drive impactful marketing strategies. She has consistently embraced technology throughout her career, equipping herself and her team with tools that accelerate their efforts.
Marketer 2: Laggard Larry
Now, let’s turn our attention to Larry. When Larry started his first job in 2005, he, like Allie, took advantage of spell check and autocorrect features in Microsoft Word to create clean email and website copy.
However, in 2010 when more sophisticated content editors, such as Grammarly, became popular, Larry shunned them. He felt uncomfortable with a non-human editor telling him how to improve his content. Instead, Larry and his team continued using their internal editing process, where the team lead would review his writing and redline it with edits. Despite going through multiple rounds of edits, Larry and his managers were happy with the style and personality of his finalized pieces.
However, Larry’s team realized that despite their best efforts, what they wrote wasn’t ranking well in Google, prompting them to start doing keyword research. Instead of investing in a tool to guide them, Larry’s manager initiated a time-consuming project where they compared their messaging with competitors’, identified gaps, and enlisted the sales teams to better understand customer search preferences. It was an arduous process that took months. But they finally ended up with a spreadsheet of more than two hundred key phrases they needed to target.
Then, they began optimizing their content and website for these keywords, resulting in some growth in website traffic and leads. However, the outcome fell short of their expectations, considering the effort spent gathering and organizing the information.
In 2022, Larry assumed leadership of the marketing team. During a team meeting, the topic of ChatGPT and LLM enabled tools arose. One of the marketers joked that the AI takeover in marketing had begun. Larry dismissed the remark, asserting that AI tools cannot replace human ingenuity and flair.
Today Larry, like Allie, is a veteran digital content marketer. Yet, after 15 years, his processes and mindset haven’t changed much. He spends hours each week:
Manually sifting through spreadsheets trying to divine what customers might search for regarding his company’s products and services.
Reviewing and editing grammar, phrasing, and trying to condense content.
Managing a content review process that involves only humans, and many layers of review.
The AI Difference
Throughout his career, Laggard Larry missed many opportunities to empower himself and his team with tools that could make them more effective at their jobs. In fact, nearly 20 years into his career, he’s still primarily guessing at what will work to attract and convert leads.
By contrast, AI Allie’s super suit makes it easy for her to both outpace and outperform Larry, at every step.
Suit Up: Boost Your B2B Marketing Using AI
Here are just a few of the ways Allie uses her super suit to create meaningful marketing efforts.
Idea Generation
Crafting exceptional content starts with a brilliant idea. Generating great ideas can be challenging, particularly in niches where new or unique ideas are scarce. Even when that isn’t the case, sometimes you just don’t have the mental energy to conjure up an exciting idea. Call it a symptom of the human condition, that sometimes even a Redbull or double espresso can’t fix.
Fortunately, AI-powered content tools can help you find unique topics that resonate with your audience. Moreover, tools like ChatGPT can effortlessly steer you towards intriguing content creation paths, providing valuable guidance along the way.
For example:
Research
Once you have a compelling idea and perspective, the next step is to find credible sources of information that substantiate your unique viewpoint.
For example, ChatGPT allowed me to quickly develop a comprehensive timeline of AI-enabled tools, and it do so far quicker than stitching together results from various Google searches.
When I needed more detail on specific tools, I asked follow-up questions, which provided me with detailed answers. Even after fact-checking the information via Google searches, ChatGPT significantly reduced the amount of time I needed to to invest in the research process.
Outline/First Drafts
But can these tools expedite the process of transforming an idea to a first draft?
Indeed, many AI-based tools released in the last few months streamline the process of going from outline to rough draft in a few clicks. Some even allow you to start with a title for your piece, leaving the tool to handle the rest.
An excellent example of a tool that supports these types of workflows is Copy.ai. Their blog wizard enables you to swiftly progress from idea to outlining to crafting the initial draft in a very short timeframe.
Finally, even if the initial output generated by a tool like Copy.ai isn’t precisely what you want, you can always refine the results by fine-tuning inputs and parameters to reach a more ideal state.
Don’t Trip Over Your Cape
A super suit is an accessory, not a superhero. But even so, super heroes who know how to use their super suit well, like Batman, Buzz Lightyear, and IronMan, tend to accomplish great things.
Hence, AI-based tools still need humans to drive them. Hopefully that human is a great marketer who already has the right skills and just hopes to reach a new level of achievement.
Yet, a super-suit can create challenges. For example, the first time IronMan put on his suit, things didn’t go as planned.
Here are just a few of those challenges.
Generic Language/Lack of Creativity – Even the most capable AI-based content tool tends to write copy that is grammatically correct, but it tends to lack the creative finesse that a human touch can bring. These tools aren’t as adept at leveraging analogies or metaphors as well as a human might.
Inaccuracies – By definition, tools such as ChatGPT, and GenML are only as good as the data they are given to leverage. Given everything on the internet isn’t true, this can create what the OpenAI team calls “hallucinations” whereby tools like ChatGPT provide false or misleading information. Given you don’t want your writing based on hallucinations (typically), you’ll need to be on the lookout for these types of AI daydreams.
Lacking Source Citations – AI-based tools don’t tend to cite their sources. Even if the generated content is valid, the absence of source citations hinders its credibility. If an AI-based tool says that 65 percent of marketers are using AI tools to boost their content pipeline but doesn’t cite where that information originated from, it’s crucial that you source that fact. This ensures that your inclusion of that data point is valid and credible.
Put on Your Marketing Super Suit
AI-based content assistants are continuing to evolve, and a marketer who fails to get used to wearing a super-suit will be left behind. Worse yet, while you’re falling behind personally, your team, company, clients, or partners will feel the pain as well.
Instead of falling behind, we suggest that you embrace tools like Google Bard, ChatGPT, Copy.AI, Jasper.AI, and many, many others. Not blindly, but wisely. For those who do, their work will be easier, more well rounded, powerful, and completed quickly.
And to us that’s a fair trade, even if it means working with a partner that isn’t quite – well let’s say – human.
When embarking on a relationship with a services firm, they need to be able to concretely tell you where they provide value and where they don’t. This is our story of how we came up with that answer. Read more
Creating high-quality B2B thought leadership content is more important than ever during a tough economic period. Research shows that 50% of C-suite executives say high-quality thought leadership has more impact on their purchase decision-making during economic downturns than when times are good.
It’s typically standard practice for B2B marketers to lead the development or enhancement of an organization’s messaging. What’s not standard, however is how marketers label a messaging development effort. In our experience we’ve seen tech marketers use any or all of the following when attempting to describing a messaging creation effort.
Message map
Messaging framework
Message house
Message architecture
Messaging matrix
Messaging hierarchy
…and more
With so many different terms all used in varying degrees, there is the potential for some initial confusion. What distinctions are there between these terms and approaches? How significant are those distinctions?
Given how often we see this confusion we thought a short primer that can help decrypt those differences would be useful. In this article, we’ll take a look at all the different ways a company can organize its messaging, and exactly what a marketer will focus on when approaching the problem form a particular point of view – message map, message house, etc.
Finally, we’ll dive deeper into the specifics of how to develop great B2B messaging – regardless of how it’s structured.
The Rundown: Different Options For Structuring Messaging
Message Map
A message map lays out a company’s positioning for their product or solution in the format of a map. It will typically start with a key value prop, followed by key messaging points and supporting details that explain the benefits of the product or solution to a specific buyer persona.
The supporting information can include examples, proof points, or even customer quotes. Some marketers may prefer to keep those supporting details in an appendix that are ready for external use.
Pros + Cons: Message maps offer a great visual representation of an organization’s messaging. It allows for a quick snapshot of the core value prop, followed by key and supporting points. However, it may not provide the space necessary to provide a detailed and strong set of supporting points.
Messaging Framework
A messaging framework lays out an organization’s key value prop(s), messaging pillars, and supporting proof points in more of a grid-like format. Messaging frameworks generally offer more space to be descriptive and detailed.
Messaging frameworks can be flexible about which details make most sense to include. They will typically include specific personas, industries, and company size segments. They may also include elements like short and long-form positioning statements, customer pain points, and the brand tone to use.
Pros + Cons: Frameworks provide the room that’s needed to include thorough and comprehensive copy, allowing marketers to get into great depth with each framework element. However, this copy-heavy format many not be as scannable as other potential formats.
Message House
As the name suggests, a message house organizes an company’s messaging in the outline of a house. At the top of the house is the roof which contains an “umbrella message” that is meant to convey the primary value proposition. The three columns each have a supporting pillar message. The foundation includes the supporting details such as proof points, examples, and testimonials.
Pros + Cons: Similar to a message map, message houses are also great for creating a more visual impact. The structure of the house provides a strong visual indication as to how each message component supports the company’s main message. However, an additional appendix may be needed to provide the additional depth needed for certain audience segments.
Message Architecture
A message architecture addresses the key messages each persona or stakeholder needs to hear, based on their needs and how the product or service will benefit those needs.
Additionally, a message architecture will outline key objections or concerns that each persona is likely to have and your company’s responses to those objections. Those responses should be persuasive, well-reasoned and include supporting proof points such as case studies, third-party research, and more.
Pros + Cons: A messaging architecture offers a more persona focused way of organizing your messaging. This format may be particularly helpful for sales teams; however, it may not provide overall, foundational messaging that marketers need that crosses all of the company’s target personas and solutions.
Messaging Matrix
A messaging matrix is a chart that allows companies to create distinct messaging by persona and channel (email, social, paid ads, etc.). This is particularly useful when developing content to reach prospective customers at different stages in the buyer journey.
Pros + Cons: Similar to message architecture, a messaging matrix concentrates less on the behind-the-scenes internal messaging that guides an organization. Instead, it focuses more on how to activate it that messaging. Messaging matrixes are great for developing a plan that effectively targets personas and the channels they pay attention to. However, this approach has the same flaw as a messaging architecture in that it doesn’t typically provide overarching messaging for the company as a whole.
The Verdict: How Should B2B Marketers Structure Their Messaging?
Each messaging format provides a different visual representation of an organization’s messaging. Although very similar, there are differences in how they can be best utilized.
Message maps, houses, and pyramids are all similar in the fact that they are very visual in nature and can provide a clear snapshot of an organization’s messaging at a quick glance. They can be very useful when an organization is misaligned on it’s messaging efforts all up. At the same time, more visual approaches like message maps limit the amount of information that can be effectively conveyed at a glance. This can be a problem for more complex solutions or for companies who target a number of different verticals, solution areas, or personas.
Messaging frameworks give the space needed for marketers to delve deep into the specifics of each messaging pillar and supporting points. This added depth makes it easy to keep various marketers, and sales teams aligned, when it comes to in-depth customer facing messaging. However, such a format can lose the forest for the trees, in that a clear understanding of a single clear brand promise, tagline, or top line messaging pillar can be harder to connect with.
Message architecture and messaging matrixes focus more on how an organization would go about activating these messages and how to use different messages while targeting different personas via different channels. These are helpful for marketers who have already established their organization’s foundational messaging, and are thinking about the best ways to activate that messaging.
Ultimately, any marketer needs to make a choice when it comes to these formats. Is it more important for me provide detail and direction or vision. Once that decision is made, the choice of model – or at least a category of models – becomes that much easier.
B2B Messaging: How to Make a Significant Impact
Aristotle once said, “the whole is greater than the sum of its parts.” This insight can apply to messaging efforts as well. While all of the models discussed previously provide a way to structure the parts of a messaging effort, the parts themselves only add up to so much. A great messaging development effort ultimately focuses on how all of the messaging will impact customers over the buyer’s journey. It is this “sum of the whole” that marketers need to keep their eye on.
As a way for marketers to stay focused on this end goal, we developed a checklist to help determine if 1.) they’ve met the baseline of what’s essential to any set of messages, 2.) they’ve elevated their messaging into the realm of being highly effective, or 3.) their messaging actually contains some red flags.
Table Stakes B2B Messaging: What’s Essential
These are the critical components that need to be included in any B2B organization’s messaging:
Key Value Proposition/Brand Promise Critical to any organization’s messaging is their key value proposition. A brand promise or similar, describes, in a nutshell, what is most important about your organization and what sets it apart from competitors.
Messaging Pillars Organizations use messaging pillars to elaborate on their key value prop. Messaging pillars branch out and expand upon the different key messages that target personas care most about.
Proof Points, Facts, Etc. Some claims made in a messaging pillar or value prop will need to be supported by an outside, third party source. For example, if a messaging pillar includes a reference to your technology solution being “number one” or “industry-leading” in a certain area, that needs to be backed up by independent research of some kind. Without those proof points, marketers won’t be changing any minds. Worse yet, they could actually be alienating potential customers with claims they consider to be dubious.
Elevating Your Message: How to Make it Truly Resonate
To elevate the content of your messaging so that it captures the attention of prospective buyers and inspires them to act, marketers should ensure the messaging is:
Tailored To Specific Personas, Industries, And Company Size Segments
Messaging that speaks to the right person is the first step toward delivering a message that will resonate. Once you’ve identified which role at a certain sized company and in a specific industry that you will be targeting in your messaging, then you can speak to that person’s specific fears, risks, and challenges they face within their roles. You can speak to the meaningful career goals your solution can help them achieve, and highlight the exact features of your solution that they would care most about. This level of specificity is the crucial first step toward building out messaging that will motivate them to learn more.
Truly Differentiated
Great B2B messaging requires differentiators that actually stand out. This seems obvious. But unfortunately in B2B tech great differentiators are hard to come by. To ensure your messaging is truly differentiated, it needs to be:
Unique from competitors
Before crafting your own messaging, perform an analysis of your competitors’ messaging. Do you notice any gaps that your offering can cover? Are there certain features or benefits that your competitors don’t have or that they are not highlighting? Are there certain areas where your offering could do something better or improve upon what a competitor is offering? Those are opportunities for you to message something that’s different from what’s out there.
Specific
Avoid copy that could be considered generic and vague. Your messaging should be explicit in explaining exactly who the solution is intended for and how that will benefit them. Furthermore, the messaging should make clear the types of customers, organizations, or personas that it would not be a good fit for.
Valuable to the buyer
According to the B2B Elements of Value pyramid, B2B buyers have a spectrum of priorities, beginning with table stakes elements like price, capabilities, and features. Higher needs like their own personal fears, risks, and challenges, however, is where differentiation begins to occur. If your brand or solution is tied with a competitor on table stakes, your peak elements of value might get you over the line with your buyers.
Backed By Research
Market research helps to set a strong foundation for which effective messaging can be built upon. For example, buyer persona research can help to identify which roles in the buying teams carry the most influence, what they care most about, and how your solution could potentially benefit them. Message testing can help make clear which messages resonate best with which audiences. These kinds of insights can provide the information that’s needed to build effective messaging that’s rooted in fact, not intuition.
B2B Messaging Red Flags: What to Leave Out
Does your messaging contain any of the following problems? Unfortunately, much of B2B tech messaging is flooded with these common mistakes. Take a look and see if you may be turning buyers away with:
People-Pleasing: Trying to be all Things for all People
B2B messaging should always clarify what the product or service does not do. Being upfront about your solution’s limitations saves buyers’ time and reduces confusion. Forcing buyers to dig through your website looking for what you don’t do leaves them frustrated. They know that before their organization invests a significant amount of money into this purchase, they’ll need to know what the limits are of that solution. Making that easy to find builds trust; making it difficult to find leaves a sour first impression.
Worse still, glossing over limitations leads to frustrated customers later when they realize they didn’t get what they paid for. That leads to churn and bad reviews, which turns other prospective buyers away.
Conversely, clearly laying out your solution’s limitations gives buyers an accurate picture of how best they can utilize it. The majority of buyers want to understand the cons of a product or service before purchase. Filling in the information gaps for them can only be mutually beneficial.
Buzzwords
What do phrases like “digital transformation”, “robust ecosystem”, or “scalable” all have in common? Well, they’re used constantly in B2B tech messaging, yet they don’t really mean a whole lot to buyers.
The problem with these terms is that they don’t provide any real, concrete descriptions or examples of what they will do for buyers and how they might benefit from them. On top of that, competitors are all using these same terms, so you’re losing your ability to differentiate.
Inauthentic Or Unsubstantiated Claims
It’s tempting to develop a messaging strategy that overemphasizes the inspirational, uplifting, and idealistic aspects of your brand. However, sometimes marketers may take it too far, moving into the realm of inauthenticity. B2B buyers are inherently cautious and skeptical of this type of messaging.
B2B buyers also have a dim view of any marketing boasts they see that don’t come with proof. Making claims like being the “fastest” with no statistics and competitor comparisons provides no useful information for your buyers. Worse yet, it can mislead and/or turn them off if they try to gain clarity by googling to figure out if your boasts are true and it turns out that they are unsubstantiated by any reputable third party sites.
Moving Beyond the Message Map
American writer Richard Bach once said “Judge not by the form of the messenger, but the form of the message itself.”
B2B messaging can come in a myriad of forms. However, how that messaging is organized internally – whether it’s through a message map, or framework, or house, or anything else – is typically of less significance than the impact of the messaging.
Effective messaging will instantly capture the attention of the desired persona and inspire them to learn more. Free from buzzwords, people-pleasing, and inauthentic claims, great B2B messaging stands out from the competition.
If that sounds like something you’re interested in, then give us a call. We can organize your messaging in a way that makes sense for your organization. Most importantly, however, we’ll deliver targeted, focused, and differentiated messaging that inspires action.
This blog post is brought to you by Cascade Insights, a firm that provides market research and marketing services exclusively to organizations with B2B tech sector initiatives. Want to learn more about the specific messaging that we deliver? Our B2B Messaging services can help.
