For marketers, the last five years have been full of emerging technologies that are helping us reach our audiences faster and with more precision.
However, many efforts are still plagued by the same message issues that hampered yesteryear’s fax blasts and direct mail.
Namely, neglecting the fundamentals—forgetting to clearly and concisely illuminate why the customer should care and what’s in it for them.
Why? Most likely because marketing teams are caught up in a race to get to market while simultaneously trying to make sense of new B2B marketing channels and their tools and services.
Just remember, even if you pick the perfect channels with the right audiences targeted, success will be elusive without putting the fundamentals first.
Simple and focused wins
Believe it or not, creating detailed program flows filled with a plethora of marketing vehicles are easier than clearly defining your main message. It’s because making something razor-sharp simple is much harder than making something sprawling and complex.
But simplification is why good marketing succeeds: making it fast and easy for your audience to understand what they gain. Which is essential in today’s message-saturated, low-attention span business environment.
What to do first
Our advice: Set aside for a moment all the customer journeys, channels, and services you’re considering and focus on the fundamentals that will make or break your program.
Next time you’re ready to launch into a new program, start at the white board. Build consensus on the most focused, relevant message possible and the best way to tell it. Then create your flow charts of activities and channels to consistently deliver that message.