I recently heard a Tesla Motors exec give the back story on the company that’s shaking up the auto world. It was great to get a look under the hood of their strategy and future plans, but the thing that stood out to me most was what they had done with their core message. There’s an important lesson from this B2C brand that every B2B marketer should pay attention to. For Tesla, it’s not about … [Continue reading]
McKinsey study shows why customers don’t like your message
A recent McKinsey study* uncovered an alarming gap between what vendors are saying and what customers want to hear. They compared the core messages of the world’s largest B2B companies with what actually influences buying decisions. The results were fascinating. Here’s why customers aren’t responding to your message: The things you say the most are the things they care about the least. McKinsey’s survey of over 700 global executive decision makers revealed that the themes … [Continue reading]
It’s official. Your employees aren’t telling the truth about your brand.
Brace yourself. A major Gallup study found that less than half of employees – only 41% – feel they know what their company stands for and what makes its brand different from competitors’ brands.* Ouch! Your employees represent your brand every day to customers, prospects, family, and friends. If they don’t have your message right, you’re missing a huge opportunity. Here are five things you can do about it right now… 1. Define what makes … [Continue reading]