Marketing Channel Analysis & Value-Based Messaging

Analysing your channels

Digitalisation of customer buying journeys across a wide variety of channels means that, even in B2B organisations, customer journeys need to be matched by the best communication channels. The ‘everywhere customer’ is looking for information, validation, choice and evidence across their buying journey. Relying solely on a phone number or webform for enquiries is no longer enough.

We work with you to analyse your current channels, talk to your customers about their buying journey and their experiences of engaging with you. We look at your competitors to see how they are communicating and engage and finally we examine your messaging to assess your attraction and reach.

Setting Yourself Apart with Value-Based Messaging

We have discovered that there often exists a void between brand messaging (building recognition and awareness) and product and service messaging (features and benefits). Value-based messaging needs to link both the brand and product and service messages.

Value-based messaging is about assessing and communicating what difference we make in our customers' worlds, not about what you do or how you do it

3 Step Value-Based Messaging Strategy

• Define - The issues and challenges you will help your customers address, that will lead to a change in the customer’s business

• Engage through value - Communicate what problems you solve, the value you offer, and the results they can expect from you, written in their language, reflecting your understanding of their position

• Results – Outcomes that customers will get, using proof that you can do this.

Customers want to know the difference you’re going to make to them and their business. Then, and only then, are they looking to understand what you do and how you do it.