ModusMark

To a CRO, messaging can sound like a fluffy, faraway concept – nobody knows a brand better than the internal teams behind it, right? It’s a bit trickier than that. Leadership, Marketing, Sales, and Customer Success might all be talking about the same thing…but are they talking about it in the same way? Probably not. And that’s normal. Because each team has its own goal: 🏔️ Marketing is trying to entice them 🏔️ Sales is trying to close them 🏔️ Customer success is trying to retain them That means when they’re describing or selling the brand, (without an aligned messaging strategy) they’re probably not focused on the same key points. And too much variation can be wildly confusing for someone on the outside… Someone like your customer. That said, each of these teams have important perspectives to factor into your messaging strategy. Plus, you can develop more effective messaging when you think about it through the lens of the customer journey. Swipe below to find out how your audience sees your brand when internal teams aren’t in 100% agreement 🏔️ (And if you see yourself in the scenario below, shoot us a message. We can help you out.) #messagingstrategy #messaging #salesenablement #customersuccess

If you’re having trouble connecting with your audience through your content, ask yourself: “Are we creating content for the right reasons?” With the emergence of AI, content creation has never been easier. This has led to intense content saturation across all industries. Today, most of the content being produced by businesses feels like content for the sake of content. And in the new age of content saturation, content for the sake of content isn’t going to cut it.  ❌ You shouldn’t make TikToks just so that you can capitalize on the “short-form video content” trend ❌ You shouldn’t start a podcast just because your friend’s company did and saw some results. ❌ You shouldn’t host a webinar just because you think of it as the way that B2B companies get the most traction with generating leads. If you aren’t speaking to specific people and their specific pain points, and doing it in a way that’s credible, valuable, and engaging, how do you expect them to hear you? Your reasons – for everything in your business, really – should all start with your customers. Their interests, their challenges, their educational gaps, and their favorite places to engage should all be top of mind when forming your content strategy. When you view content through the lens of connecting with your audience, instead of for the sake of creating content, your reasons are going to look pretty different. ⭐️ “Our audience is really active on LinkedIn to keep in touch with their professional network, so we’re going to start posting more thought leadership.” ⭐️ “Our audience is highly technical, so they watch a lot of tutorials on YouTube. Let’s grow our YouTube channel.” ⭐️ “Our audience needs to stay up-to-date on industry news, so they follow tons of influencers on Twitter. Let’s start engaging with timely content there.” What the world needs isn’t more content. It needs more solutions to the problems that today’s consumers are facing…and when that’s the guiding light behind your content, that’s when you can really make an impact. #contentcreation #contentwriting #contentstrategy

Last week, our Account Manager and Content Writer Katy Anyan spoke with AMA at UGA - American Marketing Association at the University of Georgia students about her transition from college to the working world. 2 years into her career with ModusMark, she shared her experience and insights into the early years of a marketing career. We loved getting to know the next generation of University of Georgia - Terry College of Business marketing grads – and it’s always a treat when we get to visit our team’s Alma Mater ❤🖤 Thank you to AMA at UGA for having us! #uga #universityofgeorgia #ama #americanmarketingassociation #atlantamarketingagency

How most B2B companies "communicate their value prop." 😅 #b2bmarketing #messagingstrategy #putin

Two people might look the same in your CRM, but that doesn't mean the same content will resonate with both of them. 👀 Demographics are important, but they’re also only one piece of a much larger puzzle. That’s why we always ask questions that dive a little deeper: 🏔 What do they care about? 🏔 How do they make decisions? 🏔 How is their success measured in their role? 🏔 What do they expect from a solution like yours? 🏔 What do they want to hear? Learn about?  🏔 Where do they go to find community? How can you get in front of them? Take the time to understand your prospects at a HUMAN level - not just at a demographic level. #ICP #messagingstrategy #personas #contentstrategy

“Kate, when you use words like ‘go-to-market strategy’, ‘positioning strategy,’ ‘messaging strategy,’ aren’t these all just fancy ways of describing copywriting?” ABSOLUTELY NOT. (but this is a common misconception.) While all of these terms relate to one another, each concept plays a unique and specific role within your larger business strategy. So.... What is GTM vs. Positioning vs. Messaging vs. Copywriting? 🏔 GTM = Your business strategy Your go-to-market strategy is WHAT your business brings to WHICH market, and HOW you’ll enter the market. Put another way... your GTM strategy should answer the following questions: 💡 What is the need in the market?  💡 Who has this need? How can you reach these people? 💡 What do you sell that addresses this need? 💡 What other offerings exist in the market that aim to address this need? Then, there’s positioning. 🏔 Positioning = Where you fit within the market landscape When trying to get the human brain to process unfamiliar concepts (or in this case, an unfamiliar brand), it’s helpful to give the brain reference points. Think of reference points as mental guideposts that help a prospect contextualize what you’re offering and whether or not your offering fits their needs. That’s the question at the core of positioning. At ModusMark, we refer to the concept of positioning as “claiming your corner of the market.” 🏔 Messaging = Your communications strategy Once you have your GTM and positioning established, that’s where messaging comes into play. Good messaging translates your GTM + positioning strategy into a language that your audience can not only understand... but also relate to. With a consistent messaging strategy executed across sales, marketing, and service delivery (or customer success), your brand will benefit from more brand awareness and more brand recall within your target audience base. 🏔 And FINALLY, there’s copywriting. Copywriting is how messaging materializes across different communication channels (Websites, social, proposals, etc.). It is the words you read. That's it. In short: 💡 Effective copywriting is the result of a thoughtfully crafted messaging strategy.  💡 Messaging strategy is informed by your GTM and positioning strategy.  💡 And ALL OF THIS should be informed by deep research and understanding of your market, your competitors, and your target audience. #positioning #messagingstrategy #gtm #b2bmarketingstrategy

#SaaS CROs, CGOs, and sales teams - is your sales cycle a little longer than you’d like it to be? An over-saturated market + economic turbulence = Overly cautious buyers (who are likely tired of talking to one salesperson after another who can't give them what they're looking for). So how do you close more valuable deals, faster? Step 1 - Speak to the right audience with the right message: It starts at the top of your marketing funnel: attracting the right kinds of leads. Just because you have a target a job title and target company size doesn't mean you have a clear target audience. That's broad. Instead of trying to pull in the whole ocean, focus on a smaller segment or use case. Find the people with a prevalent need that you can fill, and speak to them directly. Hang out where they hang out, and talk to them in words they understand. Step 2 - Pre-emptively address objections through content: The earlier you can address your prospects' objections, the more quickly they will move through your pipeline. Salespeople, ask yourselves: - What are the most common objections you face? - What inaccurate assumptions do prospects often make about your solution? - What other educational gaps exist within your prospect base? These kinds of issues are excellent content topics. BUT REMEMBER: With content, don’t just focus on selling your product - focus on answering the question and solving the problem at hand. Step 3 - PERHAPS MOST IMPORTANTLY, quantify the cost of inaction: Most of the time, your biggest competitor is the status quo. People don't like change. Plus, from your prospects' vantage point, it costs nothing to keep doing what they've been doing. And that makes it hard to sell them on making a change. So your job becomes convincing your prospects that doing nothing IS costing them something - the price tag is just much less obvious. Quantify the cost of inaction, and then use that price tag as an anchor so your audience has a reference point for how much you're saving them. Maybe your solution is $10,000, and that sounds like a high price point when presented in a vacuum -- but if you're solving a $100,000 problem, that price point quickly becomes a steal. Step 4 - Make it easy to work with you: B2B buyers are tired. They have countless options to choose from, and it takes a lot of effort to sift through them all to make a decision. Where can you take the burden off of them? Show your pricing if you can, tell them exactly how easy it is to do business with you, and put any information they need to know right in front of them so they don't have to do any more digging. Bottom line? Attracting more leads isn’t always the solution to your lengthy sales cycle - but attracting more qualified, interested, and educated leads, is. Follow ModusMark for more tips on tightening up your sales pipeline. #SaaSsales #cybersecuritysales #saasmessaging #saasmarketing

Want an instant hack that will elevate your writing? 📝 Use this easy, 3-step process to create more strategic and effective content in less time. ✅ #B2Bwriting #messagingstrategy #writingtips

Your brand pillars = your business strategy 🏔 And if the two aren't aligned within your own business (or if you're struggling to come up with what your brand pillars are), we can help with that.

As we head into a new year, our team intentionally uses this week to slow down and recharge. It’s not only an opportunity to gear up for 2024. It’s also an opportunity to look back on this year’s successes and wins. To help us do this, we captured our top 2023 highlights across these 5 areas of our business: 8️⃣ award wins: Our client work AND people were recognized by some of the industry’s biggest award programs like AMA Atlanta's AMY Awards, #CommunicatorAwards, #DaveyAwards, and #HorizonInteractiveAwards. 3️⃣ new clients: We helped companies in some of our favorite, complex B2B spaces– Cybersecurity, Management Consulting, and Staffing– find a message that sets them apart. 2️⃣ company retreats: During our spring and fall retreats, we stepped away from the daily work, realigned on the bigger picture, and reconnected as a team. 1️⃣ new hire + employee milestone: Our team grew with the addition of our newest talent, Michelle Huynh, and we celebrated our very first employee, Dena Pham, for her 3 years at ModusMark. ➕ Lots of industry + community engagement: We mentored the aspiring entrepreneurs of two The University of Georgia organizations - Society of Entrepreneurs - UGA and Innovation at UGA - taking them through our founder’s story and conducting storytelling workshops that helped them develop a brand and value proposition. We also spent time with the AMA Atlanta community – attending award shows, educational events, holiday parties, and participating in their AMA mentorship program. And of course, none of this would be possible without our incredible clients who have been with us since the beginning! Cheers to a record year – we can’t wait to make 2024 another one for the books! 🥂🎉 #2023highlights #b2bmarketing #messagingagency