B2B messaging

differentiation, Marketing, messaging, Positioning, Product Management, Sales, segmentation

I believe marketing is Marketing irrespective of what you sell. I keep telling my team, irrespective of what we are selling, we are selling to people.

Which means the psychology of influencing remains the same, whether you sell chips, or you sell dresses, or you sell technology services.

What I have found a little different is the medium of communication or the method of getting the message across for different markets.

By far the best way and also the most effective method in B2B especially for technology companies is email.

However the challenge is that because it is virtually free, it also gets abused. Therefore companies put filters on their email systems which block any mail which even remotely looks like spam or labels the mail as Marketing Mail if its seen as being sent in bulk.

If your mail passes the spam filter and does not get labeled as a marketing mail, then you only get a fraction of a second to attract attention, when someone sees your mail on their hand-held, before they move to the next mail.

This makes the challenge exciting and frustrating.

As Dean Jackson says, you need to look at the email as a conversation you have while standing in the line at Starbucks. You cannot be in a preaching mode when you write the mail. It has to be for that one person to whom it is addressed.

In future posts I will give examples of major learnings I have had sending hundreds of thousands of emails while prospecting for technology companies.

Till next time.

Carpe Diem!!!

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