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From sales emails, monthly newsletters, and gated webinars to social media posts, your B2B SaaS organization is sending messages to your target audience around the clock. But, are those messages resonating with your target audience? 

Ask yourself:

  • When your target audience is scrolling through social media and reading your newsletters, are they receiving the same core message? 
  • Are the messages speaking to their core pains?
  • Would your target audience classify your messaging as consistent?

Chances are, if your marketing and sales teams are not working congruently, the messages your customers consume will vary from medium to medium. 

Your marketing and sales teams are working for one organization with one goal: to solve your target audiences’ pains. It is time to unite as an organization before creating marketing and sales communications.

In our eBook, 5 Tips to Build a Better B2B SaaS Brand Messaging Strategy, we break down the importance of building a messaging strategy that acts as the foundation upon which all communication is built upon. Then, we dive deeper into our top tips for delivering messages that resonate with your B2B buyers, including:

  1. How to engage your most important stakeholders in the creation of your B2B marketing strategy
  2. How to find your voice through messaging
  3. How to Performing competitor research to create better messaging
  4. How to get to know your ICP
  5. How to roll out your messaging strategy as part of your overall B2B marketing plan

Read on for what to expect in our eBook, which you can download here. 

Interested in hearing more about how to create an effective B2B tech messaging strategy? We have also recorded a webinar with additional information, which you can view here.

1. Engage Your Most Important Stakeholders In the Creation of the B2B SaaS Marketing Strategy

Your B2B SaaS messaging permeates everything from pitch decks to social media posts. Therefore, your key stakeholders should be involved in the creation of the messaging strategy. 

Consider inviting the following individuals to your messaging meeting:

  • The c-suite for a bird’s eye view
  • The sales team to learn what customers are asking for directly
  • The marketing team to learn what messages resonate the most with your target audience
  • Any new employees for a fresh, outside perspective

With all of your key stakeholders united in understanding your organization’s goals and messaging, it will be easier to roll out the messaging strategy as a united force. 

2. Find Your B2B SaaS Organization’s Unique Voice

What sets your B2B SaaS organization apart from the rest? 

While it may be your solution, it likely has more to do with the value you provide through your customer service, your mission, or your employees. 

Your messaging should be as unique as your organization. This may mean starting from scratch and rethinking your tone and personality.

If you’re finding yourself stuck, consider asking for an outside perspective. A marketing agency can uncover an organization’s personality through messaging interviews with key stakeholders.

In our eBook, we uncover how we helped our client, CloudNine, find their voice after they went through repositioning and acquisition. Read more by downloading our eBook here

3. Perform Competitor Research

The smartest way to begin your B2B SaaS messaging strategy creation process is not from the beginning. Some of the leg work has already been done for you by your competitors. Shortlist your top competitors and see what aspects of their content resonate with you. 

Ask yourself:

  • What are your competitors missing from their content?
  • What questions are left unanswered by their existing content?
  • How do they stand out uniquely from the competition? 
  • How do their messages stand up against our messaging?

4. Know Your ICP, Inside and Out

The heart of your messaging strategy lies with your Ideal Customer Profile (ICP). If you are not directly speaking to your ICP, you will not receive quality leads. 

In addition to asking for input from your most important stakeholders, like those we discussed in Tip 1, it is vital to consult your current customers.

Our recommendation: Schedule meetings with current customers you envision serving far into the future, those you imagine will grow alongside your B2B SaaS organization. We have created a list of questions to guide these conversations, which you can find in our eBook here

5. Have a B2B Marketing Plan In Place

Once you have created your B2B SaaS marketing strategy, it is vital that you begin using it as the foundation for every marketing and sales communication. 

We suggest meeting with both the marketing and sales departments to discuss how they can reference every blog article or sales email against the messaging strategy. For example, does the upcoming blog article or sales email:

  • Match the tone outlined in our messaging strategy?
  • Align with the brand promise we have established in our messaging strategy?
  • Serve to further the mission statement our key stakeholders agreed on in the messaging strategy review process?

Build a Brand Messaging Framework, Watch Business Soar

Your B2B SaaS messaging strategy is a reference document that serves as a check and balance between your core company messaging and your sales and marketing departments. When used as a foundation for all communications, your brand will appear more consistent and valuable to your core target audience. 

Ready to level up your B2B marketing messages? That’s what our B2B marketing experts do best. Contact us today for a free consultation.

Shannon Prager

Shannon Prager

Shannon Prager is a recognized B2B marketing strategist and the President of Leadit Marketing. At Leadit, she is responsible for partnerships, business development and the strategic direction of the company. A marketing leader with 25 years of B2B demand generation and marketing experience, she understands the importance of a fully developed integrated marketing strategy from marketing automation to end-to-end marketing operations. Follow her on LinkedIn (@ShannonPrager) for her take on the latest and greatest in marketing.