Why your GTM messaging fails (and how to fix it)

The Proof Point

Jen Allen-Knuth may have lost a few friends with this one.

Jen (DemandJen), Kaylee Edmondson (DemandLoops), and Jason Oakley (Productive PMM) share some of the biggest failings around creating, socializing, and iterating on GTM messaging that resonates.

What’s working for GTM messaging:

START WITH THE PROBLEM AND VALUE If you know your ICP, the problem you’re solving, and the value you’re bringing, your messaging will resonate. Period.

What’s not working for GTM messaging:
CRAFTING IN A SILO Even if you’re your own ICP, don’t fall into the trap of not socializing your early messaging ideas and letting outside influence into your process

The key takeaways:

1. Trust and diagnosis in Sales: B2B marketers should empower prospects to self-diagnose their problems, thus fostering a trust-centered relationship. As Jen Allen-Knuth highlights, it is crucial to create an environment where customers can recognize and understand their pain points, rather than aggressively pushing products as solutions.
2. Internal alignment on messaging: Mark Huber stresses the importance of internal buy-in when it comes to new GTM messaging. Ensuring that influential figures, like the head of sales, are on board is crucial for consistent messaging adoption across the sales team, leading to a unified and effective market approach.
3. Data-driven Marketing strategies: Kaylee Edmonson's evolution in perspective on the value of product marketers underscores the necessity of good working relationships and the use of data in convincing teams of new strategies. Implementing any change, especially in messaging, should come with demonstrable results that support the strategy and help win over skeptics within the organization.
4. Targeting key Sales personnel: Jen's strategy of focusing on skeptics and top-performers to test new marketing approaches suggests that B2B marketers should identify and leverage internal influencers within the sales organization. These key individuals can provide valuable feedback and serve as advocates for the new messaging, aiding in wider team adoption.
5. The need for continuous feedback and adjustment: The discussion about the importance of ongoing feedback and adaptation, as echoed by all the guests, is a crucial takeaway for B2B marketers. Leveraging feedback from sales calls, involving marketing team members in the feedback loop, and adapting marketing strategies based on real-time sales experiences can significantly improve messaging relevance and impact.

Things to Listen for:

00:00 LinkedIn show featuring B2B SaaS experts & ideas.
05:24 Logic-based journeys, client objections, and referrals.
08:47 Avoid starting alone, in the dark, or mimicking competitors.
12:57 Chili Piper's innovative product sold itself effectively.
15:56 Balancing future vision with current challenges and sales.
18:06 Exceptional marketers understand the value of persuasion.
21:01 Inadequate context led to an unpleasant situation.
23:28 Importance of aligning sales and marketing strategies.
29:16 Jason fostered valuable work relationship, revealed industry insights.
33:24 Teaching process for product launch and positioning.
34:54 Feedback-driven approach improves sales messaging success.
40:00 Enablement team and coaching improves sales effectiveness.
41:47 Marketing team should listen to sales calls.