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Master your Market

Go-to-Market strategy, tactics, ideas, facts, and fun stories

Use Audience-Focused Messaging Not Company-Focused Messaging

The key lesson for successful marketers is to shift the focus away from themselves. Effective messaging revolves around the needs and desires of the target audience, rather than highlighting the company, CEO, sales team, or marketing team. Skilled marketers understand that the content they create should address the pain points or passions of their audience, not the internal concerns of the executive, sales, or marketing teams.

While it's essential to incorporate product-focused content in your content library, the key is to ensure that even descriptions of your offerings are centered around your audience. Every piece of content should address the question that potential customers are silently asking: "How does this benefit me?"

To determine if your content is self-centered, take a moment to review your website pages, brochures, or webinar invitations. Are you focused on showcasing your company and offerings, or are you engaging your audience by offering them valuable insights and opportunities for growth? Keep an eye out for common phrases that indicate a 'me first' mindset, as these can hinder audience engagement and connection.

Integrate Marketing Fundamentals with a Modern Go-to-Market Strategy

In the olden days of marketing, we talked about positioning statements, the 4 Ps, marketing plans, branding, etc. Some pundits and bloggers might claim that these old style concepts and practices are obsolete and have been replaced with content marketing, social media, marketing automation, SEO, SEM and so on. I suggest these so-called old style, outdated concepts, strategies, and tactics are more important than ever. As professional marketers, I propose that we go back to the future and embrace the fundamentals before we begin to use the modern tools and trendy fads.

Top 10 KPIs for B2B Revenue Teams

Perhaps the best we can do with measuring marketing performance ROI is to employ the age-old statement made by John Wanamaker more than 90 years ago, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."