022 - Effective messaging is effective marketing
1* Effective messaging is effective marketing.
You can adapt your message, increase your sign ups and still not understand what has really influenced the sign up or purchase.
“Someone signing up for your thing after consuming your messaging is the effect. You can't impact the effect directly. Instead, you need to work on the cause.
To understand what makes messaging work, you need to distil it down to components:
1) clarity - do they get it?
2) relevance - is it aligned with their priorities and challenges?
3) value - do they want the promised value?
4) differentiation - why this and not the other thing?
5) brand - what does it say about me when I buy you?”
This is super smart.
It’s easy to get caught up in the quant data.
You make a change, CTRs go up, CAC goes down and you relish the praise thrown upon you.
But you haven’t truly understood what’s made that shift to enable that impact.
Truly understanding the cause will bring a more sustained impact.
Read Peep’s original post here
2* The curious case of attribution software.
Attribution software can be…
𝐈𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐯𝐞 - bring more insight to the customer journey
𝐀𝐠𝐠𝐫𝐞𝐠𝐚𝐭𝐨𝐫 - collate useful sales and marketing data/insight into one source
𝐁𝐞𝐡𝐚𝐯𝐢𝐨𝐮𝐫𝐚𝐥 𝐍𝐮𝐝𝐠𝐞𝐫 - sending emails based on behavioural triggers can offer timely email prompts
Attribution software can also be...
𝐌𝐢𝐬𝐥𝐞𝐚𝐝𝐢𝐧𝐠 - Attribution software cannot accurately capture what’s really going on behind the scenes (“dark social”) which plays a key role in driving business decisions
𝐘𝐨𝐮𝐫 𝐖𝐨𝐫𝐬𝐭 𝐄𝐧𝐞𝐦𝐲 - Making big investments and bets on inaccurate data alone can lead to the wrong strategy, the wrong execution, and the wrong measurement of success
𝐏𝐫𝐨𝐟𝐢𝐭𝐞𝐫 𝐎𝐟 𝐖𝐫𝐨𝐧𝐠 𝐈𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧 - Attribution software continues to flourish, they seem to be popping up everywhere. But no one seems to be trying to address some of the questionable data they attribute
Are attribution platforms important?
Absolutely, they play an important role in the overall measurement framework you and your team need to have in place. Their data, along with various other touchpoints (paid media platform data, website behavioural data, qualitative data) need to be taken into account when making key strategic and tactical marketing decisions.
Should you be 100% reliant on their data alone?
Absolutely not.
The B2B buying ecosystem is too complex to be reliant on any one source, attribution data needs to be taken into account and measured, along with a variety of customer and data insight.
B2B Excellence - Original Source
3* The problem with creating new demand.
“If you're mapping out content based on paint points, you're focusing on capturing existing demand.”
PLEASE READ THAT AGAIN.
It’s easy to gloss over this statement because it seems obvious.
But it’s profound, in the sense most content strategy consist of “focusing on pain points”.
And Jay is absolutely right.
When your focus, marketing and strategy is based on an existing belief, it’s difficult to shift the narrative.
Changing an ingrained behaviour or view, is tough.
If your product serves a different belief to the current behaviour you need to map out a different strategy to help change their existing belief.
Here’s an action.
Map out your audience, where they sit within your beliefs. And create a cadence that slowly shifts their beliefs to align with your value proposition and belief.
Jay Baron builds on this framework, but here are action points.
“🧊 Cold Audience(s): Map content to your buyers existing beliefs and shift them. Show them what's wrong with continuing these beliefs. You'll start to create and agitate pain.
🌡️ Warm Audience(s): Now that they have a new *narrative* you need to change their behaviour. As buyers have a new belief show them what they should be doing with it.
🔥 Hot Audience(s) Content that shows them how you help customers win with this new narrative. How are other buyers winning and how does your product help them win.”
To read Jay’s entire thinking, check out his post here.
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Each week I share a tool I have used, plan to use or I find interesting.
A curation of the best of the best of B2B industry ads so you can get inspired and spark new ideas on how to make your own ads more effective.
https://oribi.io/ultimate-b2b-ads-library
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