How to create an effective B2B messaging strategy?

Lead generation / demand generation B2B B2B marketing Messaging 7 min read

When running a B2B Lead Generation campaign, it is crucial for you to have a well-orchestrated outbound outreach. For that, you would need to make sure you deliver the right message to the right people.

Today, you will learn how to create proper B2B messaging strategy, while you can find more info about LinkedIn targeting here.

With the development of digital technology, we are now facing an unprecedented informational landscape. The price of single message delivery is all time low, allowing companies to reach their audiences with minimum expenses.

Such tempting abilities encourage brands to intensify their messaging activities, which leads to increased amounts of noise bombing people's brains with sales offers.

As a result - we now have become immune to pretty much any message we receive. The more noise we hear around us - the less comes through.

This is especially true in the B2B environment, where single decision-maker can receive dozens (if not hundreds) of sales messages daily. That is why marketers still have serious challenges when creating B2B messaging strategies, even though they have AI-powered distribution and analytics.

Even the most precise and technologically advanced distribution won't work if your message is not humane. It is only a well-though personalized approach that makes prospects want to read your message.

Why do you even need a well-planned B2B Messaging script?

Before moving to direct instructions on creating a B2B messaging script, it is important to outline which problems does it solve. Here are some of the main functions of B2B messaging strategy:

  • Mapping an actual problem on prospects' radars;
  • Initiating a shift in perception about why customers should believe in a transformational way of thinking;
  • Position the product or solution in a way that both rationally and emotionally articulates the value proposition directly to key target audiences;
  • Clearly show audiences how your offer can influence their processes and make pain points smoother.

This idea is tightly connected with the classical SPIN sales model. During your sales process, you are guiding your prospect through a previously planned set of questions. This allows you both to investigate their current pain points and draw their attention to those points.

With a well-thought messaging sequence, you will have the same effect.

If everything is done properly - you will at least have much more detailed understanding of your prospects' challenges. At most - you will have hot leads, who would enter your CRM having a sustainable interest in your offer.

Why does your B2B Messaging perform badly?

It would be fair to state that we have created hundreds of messaging scripts for companies in various industries, who promote various offers. It would also be fair to state that pretty much half of those scripts did not meet the expectation right away.

You need to understand that your messaging script (just like any other on-the-spot communication) is rather a dynamic dance than a solid strategy that works equally for everyone. That is why you need to be agile when receiving reactions.

Luckily, we have already figured out some of the most common mistakes that are done when creating a B2B messaging strategy:

  1. When reading the message, your prospect cannot tell whether it was for them or not.
    There is nothing more confusing than receiving a general message that would state "I have a special offer for professionals like you". Or something like "Our solutions is something that would fit everyone in your industry". Yuck!
  2. The tone of voice is off.
    You have to know who you are dealing with.

    If your buyers exist in a conservative environment - they would truly appreciate if you could stick to the rules of formal communication.

    Or vice versa - if you are looking for startup founders who do not take themselves too seriously - you wanna cut the crap and make the value proposition clear as a bell.
  3. Poor writing.
    Yeah, this one's pretty obvious. It does not matter how cool your offer might be. If you cannot write about it properly - you will be perceived as an amateur.
  4. Vague focus.
    Companies love naming the features of their product or service.

    However, they often neglect to explain how these features solve problems for their target buyers. Moreover, because the messages are product-focused, they are extremely hard-to-read. It's just a random list of adjectives that are supposed to provoke interest. Ugh!

    Which of the many adjectives is the reader supposed to remember? What’s the main point of the product? What makes it special?

Here's an example of a vague script done from our side. The result was instant.

What makes a good messaging script?

Considering the aforementioned, we can come up with the most prominent features of a good B2B Messaging script:

  • Personalization. Your messages have to reflect the recipient. The reader has to feel like the message was addressed directly.
  • Clear Structure. In order to avoid prospects' confusion - your messages need to be logically structured, discovering the problem and unfolding a solution as a result.
  • Conciseness. Listen, nobody wants to read your foot-long messages. Remember about the informational noise? You have to respect your prospects' time and deliver the value right away.
  • Value Proposition. Be focused on what benefits does your offer delivers, not the amazing features it has.
  • Qualification. Asking the right questions can both filter irrelevant people and stimulate the relevant ones to interact with you.
  • Call-to-Action. Remember that your script has to result in a real tangible action from the prospects' side. That is why you really have to stimulate this action with your messages directly.

Additional note: Be sure to empower your script with proper sales materials. If you have a lot of information to share - make sure to do it visually, not textually. Sometimes a proper Case Study can really make a difference.

What is the best number of messages?

It really depends on what goals are you looking to achieve, on an average duration of your sales cycle, as well as on how much time and resources do you have. Ideally, you shouldn't hurry and make sure that you really know the prospect's problem instead of shooting the sales offer right away.

However, there are different strategies you can use. Here are a couple of the most common approaches for creating a B2B messaging script:

Summary. Step-by-step instruction.

Considering all the abovementioned, you now must be aware of the fact that your script has to be as personalized as possible. The idea is to showcase your competence with a couple of short messages, which has never been an easy task.

You can only prove your expertise when being aware of your audience's problems and offering them a working solution.

Anyway, here is a quick step-by-step guide. Doing those actions properly will most likely result in a nice efficient script.

  1. Identify the offer. Listen, we know you want to make your business profitable. We know you are looking for a revenue boost. However, you need to choose what exactly are you promoting. This is the only way your messages won't sound too vague.
  2. Identify the audience. There is no way your messages would work if they are not targeted precisely.
  3. Outline the pain-points. As soon as you know your audience - it is crucial to learn about their problems. If you don't know the problem you are trying to solve - you simply don't know the essence of your business. In that case, you should probably do some marketing basics, then get back to messaging.
  4. Determine your VP. Based on your audience's pain points, you can figure out which problems you can solve with your offer. Pick the most prominent ones and you'll have your VP covered.
  5. Determine your tone of voice. Make sure you use the exact same language that is used by your audience. Even the word choice can become a common ground of a dividing wall.
  6. Create a logical sequence. If there is a message that can be confusing - it will be confusing. Be sure that you are leading your prospects on a clear path that would outline their problem, offer a solution, and encourage action.
  7. Adjust. It is almost impossible to create an efficient script right away. It's perseverance that wins the game. Be sure to analyze all the reactions you get and be sure to adapt your messages according to the replies.

There definitely are a lot more details to be covered, as conversation is an ever-changing process. The more you work with it - the more has to be done. However, using the aforementioned tips will probably lead you to creating a decent script that would generate hot qualified B2B leads.

Be sure to check our Case Study to see the results that can be achieved with proper messaging.

B2Bmarketing digitalmarketing B2B demand generation lead generation