Sami Jajeh - Uniting Messaging and Segmentation for Better Marketing Results

Savvy marketers know a compelling message is critical to everything one does. whether it is lead generation, brand awareness, or plain old-fashioned selling. But, as B2B marketers, how often do we succesfully tie all of our market segment to a top-level message for our company. At one extreme, messaging strategies can be too broad for the marketplace, ensuring that it will only resonate for with certain constituents or segments. At the other end of the spectrum, a completely different message is provided for every product, for every segment, and sometimes, for every sales call!

There is a better way. By uniting the messaging exercise with the segmentation exercise, marketers can develop an over-arching message that unites a common concept at the corporate or product line level, while ensuring the flexibility to message within that concept for specific targets. By doing this correctly, markets gain the benefits of standing for something strong from a brand standpoint, while talking to individual segments with what they want to hear.

Sami Jajeh will showcase how savvy companies are doing this well and others not so well. and he will highlight the key tenets and steps for successfully integrating messaging and segmentation exercises.

Rating:
Tags:
Views: 201

Share Twitter Facebook