If you’re a B2B marketer, answer the following questions quickly:
1) What is your company/organization?
2) What do you help other organizations accomplish? (Here’s a hint – if you’re not helping them either reduce costs or generate revenue, you may be in trouble.)
3) How do you help those organizations accomplish that goal?
4) What types of organizations do you help?
You, and all the members of your marketing and sales team, should be able to answer those questions in 30 seconds or less. If not, there’s a messaging problem. In my experience, only 1 of every 4 marketing management types can answer these questions without stumbling.
If you don’t know your message, why do you expect prospects to understand your message?