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How to Create an Effective B2B Messaging Strategy

May 14, 2021

5 min.

B2B decision-makers and influencers are bombarded with messages every single day. Businesses want to get their voice heard and keep their brand front and center. It’s difficult to rise above the noise and get the attention your B2B brand and messages need. Having said that, a well-planned and well-orchestrated B2B messaging strategy can prove effective in connecting with the right audiences and reaching your B2B goals.

Whether you want to increase brand awareness, launch new offerings, attract prospects, or penetrate a new market, your B2B messaging needs to be on point to achieve the objective. In this blog, you’ll learn to create an effective B2B messaging strategy using proven techniques.

What You Need to Build a Powerful B2B Messaging Strategy

Here are four ways to improve your B2B messaging game and get the results you want.

1. Know and understand your target audience

One of the secrets to creating a winning B2B messaging strategy is identifying and researching your target audience. Start by building buyer personas and ideal customer profiles (ICPs) to know who you need to target with your B2B messaging. Then adopt an audience-centric approach to B2B messaging to focus on adding value to prospects and customers you want to target. This will help you attract the right people who are likely to buy from you, and close more deals, thus increasing your ROI and revenue.

Intent data is a powerful way to capture buying intent signals of target audiences and know who is ready or intending to buy in the market. Use it to boost your B2B messaging strategy by targeting audiences showing interest in your product or brand. You can also use intent data to know what they are looking for, the topics they are researching, their interests, and their online behavior.

The best part is you can get this important intel before target audiences reach out to contact you, so you can better plan and implement your B2B messaging strategy. Statistics show that intent data can deliver up to 4X pipeline expansion with 300% marketing ROI.

👆 For a better B2B messaging outcome, combine intent data with human-verified, accurate B2B data. This will help you quickly identify and reach key executives like decision-makers and influencers at target accounts showing intent to do business with you.

Other ways to gain insights into your target audience are:

  • Focus groups 💫
  • Email conversations 📩
  • Customer feedback 📋
  • Online surveys 📊
  • Direct interviews 👬
  • Sales and marketing data 💰

2. Go for always-on communication and lead generation

Invest in automation and AI to ensure instant messaging and responses to not miss any opportunity to generate and collect leads in your B2B messaging campaigns. A messenger-based CRM can be a great addition to your B2B messaging strategy. It can integrate popular messaging apps like Skype, WhatsApp, Instagram, WeChat, Facebook Messenger, and Telegram with important communication tools like email, phone, lead form, appointment booking app and chat.

A messenger-based CRM helps you:

  • Enable multi-channel B2B messaging
  • Sync conversations from multiple channels into a unified inbox
  • Save time and resources and keep your team on the same page
  • Get any team member involved in a conversation at any time
  • Connect and build relationships with leads on their preferred channels

Equipped with natural language processing,AI chatbots can take your B2B messaging strategy to another level. They reduce the burden on your B2B messaging team by providing timely multi channel customer support and keeping prospects engaged without a human rep. This means you can still schedule appointments, collect lead data, answer questions, build personal connections, and keep conversations alive, even beyond work hours and while your reps focus on other important tasks.

3. Create well-thought, dynamic, and personalized scripts

Scripts are vital to the success of a B2B messaging strategy. Use B2B messaging scripts that address the needs, interests, and pain points of your target audience and clearly show how you are the best solution for them. Avoid using generalized, one-size-fits-all scripts. Instead, create dynamic and customized scripts to drive higher audience engagement and B2B messaging ROI.

Map your B2B messages to key channels and touchpoints on the buyer’s journey of your target prospects. This ensures your target audience gets the right message at the right time, appropriate to their specific buyer’s journey stage.

Don’t forget to articulate your value proposition and create a logical or well-structured sequence for your B2B messaging. For example, you first identify a problem, then present your product as a solution, and finally, deliver CTAs to encourage the target audience to take action. The point here is to not confuse your target audience but ensure their smooth movement through the buyer’s journey.

4. Use competitive positioning to boost your B2B messaging strategy

One of the best tactics to develop a killer B2B messaging strategy is to research your competitors and position your brand in a way that gives you an edge over them. Start by listing your competitors and collecting as much information about them as you can.

Apart from B2B messaging, the competitor information you gather could include:

  • Top products or services and their key benefits and features
  • ICPs, buyer personas, and top clients
  • Business partners, alliances, awards, and certifications
  • Firmographics and technographics (tech stack, company size, revenue, etc.)
  • CTAs, taglines, display ads, testimonials, and case studies

Play the role of a mystery shopper to track the response time of your competitors and the actual B2B messages they use for various purposes. Check for best B2B messaging practices they adopt for brand awareness, promotion, customer surveys, and feedback, lead nurturing, deal closing, upselling or cross-selling, transaction, etc. Continuing with your mystery shopping, ask your competitors how they are different or better than other industry players, especially your brand.

Another way to strengthen your B2B messaging strategy is to examine the competitive messaging landscape and look for areas that have not been covered yet. Once you know how to fill the gaps in the competitive messaging landscape, you’ll be able to better present your brand and set yourself apart through B2B messaging.

The Wrap

The tried-and-true tactics discussed here are sure to help you build a result-oriented, impactful B2B messaging strategy. Be sure to keep your B2B messages authentic and relevant to target prospects and customers. It’s also important to ensure your B2B messaging is consistent across all channels, be it display/print advertising, email, social media, website, or in-person/virtual event.

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✅Kommo is a pioneering Messenger Based Sales CRM software that helps businesses achieve more sales and create long-lasting relationships with their customers. It is a tool that enables companies to reach better results and increase their profits.

Ariana Shannon

Marketing Director for

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