Written by Sam Hagan
In today’s B2B marketing landscape, the accessibility and depth of account and contact level data have affected the way marketing professionals approach branding. It can seem counterintuitive to use a left brain, analytical way of thinking to inform a right brain, creative strategy. But for the modern B2B marketing organization, these traditional silos of marketing work are being merged together to create a new way to market.
In Kevin Kerner’s (CEO and Founder of Austin-Based digital experience agency, Mighty and True) presentation Why the Message Matters for the Austin Marketo User Group February meeting, he explores the growing role of technology in a B2B marketing organization’s creative process. Specifically in how companies position and message their value proposition to customers. In his presentation, he shares a few messaging and positioning “hacks” a few ways in which new marketing technologies are changing the way companies make creative content.
Positioning and Messaging
As a marketing professional, you don’t need another blog that defines basic marketing terms. You already know what messaging and positioning is and how to implement it into your strategy. What is changing today in the world of big data are the ways that marketing professionals can now use data-driven processes and technology to measure and evolve their creative branding. In a quick 1:1, I got the chance to ask Kevin about the metrics that marketers could track in their “Branding Dashboard” to understand and improve their messaging and positioning.
Conversion by Messaging
Messaging is an ever-changing component of branding. Whether you are responding to a change within an industry or in terminology, it is important for marketers to know how the language they use to communicate their company’s brand is being received and why.
Moreover, it is just as important to know when and why messaging doesn’t work. Here are some questions you should ask when trying to understand failed messaging:
- Why does this language not resonate with this audience?
- Does this language apply to this industry?
- Do your larger clients expect a greater convenience and attention?
- Do your smaller clients respond to your industry thought leadership?
Conversion by Persona
It’s not always about how your company brands itself. Buyer personas help guide how your company presents itself to certain professionals with their target market. Developing a full data-driven profile of your personas provides marketing teams with the proper intent at each touchpoint of their journey, from reading a blog to downloading gated content. By tracking your conversions by persona, you can test which messaging pillars create the most engagement for which personas.
Filling in contact level data for your leads can also help in other creative aspects of messaging. Personalization is like reading a new book once a month: you know you should do it, and you know it’s good for you. But with your contacts, you don’t need to know their deepest darkest secrets or their mother’s father’s sister’s maiden name.
Putting it all together
So why is it important for marketers to start using their left and right brains when they work on their company’s branding strategy? Robots. As companies with AI Creative Directors like the Japanese Ad firm in the previous link or Marketo’s ContentAI feature, B2B marketing teams are developing a more diverse and dynamic technology stack.
As AI technology further develops, there will be more creative tasks that will be taken over by sophisticated technology. Believing that computer software can never produce a creative piece of content that people will connect to is antiquated thinking.
The marketing professionals of the future are going to be working in an environment where more and more tasks are going to be accomplished by technology, so it is important that they take the time now to learn about how these technologies work and the data quality necessary for those tools to work efficiently.