From the course: B2B Marketing Foundations: Positioning
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Crafting your messaging
From the course: B2B Marketing Foundations: Positioning
Crafting your messaging
- Messaging is a team sport. In order to build meaningful business benefit statements, an excellent starting point is to recruit your team to get the customer facing folks involved. Sales, customer service, implementation teams, and product management teams are great participants in this process, to create better benefit statements and to get organizational buy-in on the results. Once you assemble your team, show them the featuring capabilities inventory you've created. Make sure that all of the meaningful items are captured and that the team is satisfied with the list. Use a spreadsheet like the one provided in this course to track all these items. Second, explain what you mean by business benefits, reviewing the five generic benefit types and showing examples. The best example is a real one from your product, so on your spreadsheet, fill in the first business benefit that the features on the list deliver. Continue down the featuring capability list, discussing the business benefits…
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