You’d think humor would be the last thing on CMO minds right now. After all, being a CMO in 2023 is no joke. I know because I Googled it. A quick search turned up more than 7 million results dedicated to the plight of modern marketers. I didn’t read all 7 million, but I read a lot of them. It turns out that today’s C-suite marketers are up against pretty much everything. Global economic uncertainty. … [Continue reading]
B2B Messaging
Avoid the Guesswork Gap
One of our clients is a leading provider of workforce mobility. But what on earth is workforce mobility? Unless you’re in the industry, you could be thinking mobile phones … or travel management … or vehicle fleets … or who knows what else. For the prospect that’s never met you before (or for meetings with lots of different stakeholders), a generic term like “workforce mobility” can open up a Guesswork Gap. When your message falls … [Continue reading]
Bring a villain to your next pitch
You’re working hard to equip your sales force with a more compelling sales message. You’ve checked all the messaging boxes – leading with insight, speaking to pain points, casting a vision, backing it up with metrics … and stories. But your sales message still isn’t completely connecting with prospects. What else can you do? Here’s one really simple messaging hack that we’ve found to be surprisingly effective … Name the villain. Do what? Literally come … [Continue reading]