{"id":46832,"date":"2021-10-14T10:23:51","date_gmt":"2021-10-14T17:23:51","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=46832"},"modified":"2021-10-14T10:23:53","modified_gmt":"2021-10-14T17:23:53","slug":"marketing-insights-messaging-drives-bottom-lines-more-than-tactics","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2021\/10\/marketing-insights-messaging-drives-bottom-lines-more-than-tactics\/","title":{"rendered":"Marketing Insights: Messaging Drives Bottom Lines More Than Tactics"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

Good solutions matter, especially amid today\u2019s complex shift to hybrid workplaces. But having the best solutions doesn\u2019t mean a thing if you can\u2019t market and sell them. To do that, you need the right message delivered in the right way.<\/p>\n\n\n\n

The Mighty Message<\/strong><\/p>\n\n\n\n

Today\u2019s marketing is filled with tools and tactics that marketers could only dream about just a few years ago, including AI, automation, predictive ads, and more. But as much as all of this is an asset when you\u2019ve got the right message, it\u2019s a liability when you\u2019ve got the wrong one.<\/p>\n\n\n\n

So what\u2019s the right message? Let\u2019s start with what it isn\u2019t: today\u2019s customers don\u2019t want equipment specs and yet another promise of great service. Instead, they want stories. They want context. And most of all, they want something they can grab onto, something that makes them part of the story you\u2019re telling.<\/p>\n\n\n\n

If you really want to move the needle, getting the story right is as essential as getting it in front of customers. Here are some thoughts to guide you.<\/p>\n\n\n\n

Know Yourself, Your Competitors and Your Audience<\/strong><\/p>\n\n\n\n

First, talk through your customers, competition, and capabilities. Get together with your team and really define who your customers are. Understand industry concentrations and why you\u2019re successful there. Ask what your desired customers are seeking and why. Discuss how competition is attacking the market and where you win and lose.<\/p>\n\n\n\n

Then examine how your capabilities stack up. Do you need to innovate with new product offerings or build a solution around a unique customer need? How about evaluating staff to meet the changing needs of a demanding new technology landscape?<\/p>\n\n\n\n

This simple messaging exercise not only gives your marketing focus, differentiation, and a foundation to drive revenue, it actually calibrates your overall business strategy.<\/p>\n\n\n\n

Put Your Words to Work<\/strong><\/p>\n\n\n\n

Once you have a messaging foundation in place, it\u2019s time to think about how to use your story to drive outcomes. How can you connect with what prospects are struggling with right now? Here are a few examples we\u2019ve seen bring new prospects to the table:<\/p>\n\n\n\n

  1. Downsized offices \u2013 Develop affordable solutions that uniquely meet the needs of streamlined office environments.<\/li>
  2. Hybrid offices \u2013 Bundle smaller MFPs with remote office technology to give companies an affordable path to mixed onsite\/remote work.<\/li>
  3. Solutions \u2013 Case studies and examples of how you\u2019ve helped other customers solve for today\u2019s problems have never been more important.<\/li>
  4. As-a-service \u2013 Dealers offering all-inclusive as-a-service solutions have seen strong demand increases and profoundly impactful marketing results.<\/li>
  5. The whole office \u2013 Marketing messages that reach the larger technology need with additional solutions or financing beyond the MFP lease have seen strong reception in many markets, leading to larger deals and stickier relationships with customers.<\/li><\/ol>\n\n\n\n

    Drive Bottom Line Outcomes<\/strong><\/p>\n\n\n\n

    Whatever messaging strategy you choose, it\u2019s important to ensure your finance provider is included in the planning. Leading with payments in a time when budgets are under pressure will be foundational to continuing success. After you\u2019ve explored all these areas, you\u2019ll be ready to move on to topics like how AI could help you improve message timing and relevance. And when you do, you\u2019ll be positioned for success because you have a message that connects with customer needs.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Good solutions matter, especially amid today\u2019s complex shift to hybrid workplaces. But having the best solutions doesn\u2019t mean a thing if you can\u2019t market and sell them. To do that, you need the right message delivered in the right way. The Mighty Message Today\u2019s marketing is filled with tools and tactics that marketers could only dream about just a few years ago, including AI, automation, predictive ads, and more. But as much as all of this is an asset when you\u2019ve got the right message, it\u2019s a liability when you\u2019ve got the wrong one. So what\u2019s the right message? Let\u2019s start with what it isn\u2019t: today\u2019s customers don\u2019t want equipment specs and yet another promise of great service. Instead, they want stories. They want context. And most of all, they want something they can grab onto, something that makes them part of the story you\u2019re telling. If you really want to move the needle, getting the story right is as essential as getting it in front of customers. Here are some thoughts to guide you. Know Yourself, Your Competitors and Your Audience First, talk through your customers, competition, and capabilities. Get together with your team and really define who your customers are. Understand industry concentrations and why you\u2019re successful there. Ask what your desired customers are seeking and why. Discuss how competition is attacking the market and where you win and lose. Then examine how your capabilities stack up. Do you need to innovate with new product offerings or build a solution around a unique customer need? How about evaluating staff to meet the changing needs of a demanding new technology landscape? This simple messaging exercise not only gives your marketing focus, differentiation, and a foundation to drive revenue, it actually calibrates your overall business strategy. Put Your Words to Work Once you have a messaging foundation in place, it\u2019s time to think about how to use your story to drive outcomes. How can you connect with what prospects are struggling with right now? Here are a few examples we\u2019ve seen bring new prospects to the table: Downsized offices \u2013 Develop affordable solutions that uniquely meet the needs of streamlined office environments. Hybrid offices \u2013 Bundle smaller MFPs with remote office technology to give companies an affordable path to mixed onsite\/remote work. Solutions \u2013 Case studies and examples of how you\u2019ve helped other customers solve for today\u2019s problems have never been more important. As-a-service \u2013 Dealers offering all-inclusive as-a-service solutions have seen strong demand increases and profoundly impactful marketing results. The whole office \u2013 Marketing messages that reach the larger technology need with additional solutions or financing beyond the MFP lease have seen strong reception in many markets, leading to larger deals and stickier relationships with customers. Drive Bottom Line Outcomes Whatever messaging strategy you choose, it\u2019s important to ensure your finance provider is included in the planning. Leading with payments in a time when budgets are under pressure will be foundational to continuing success. After you\u2019ve explored all these areas, you\u2019ll be ready to move on to topics like how AI could help you improve message timing and relevance. And when you do, you\u2019ll be positioned for success because you have a message that connects with customer needs.<\/p>\n","protected":false},"author":284,"featured_media":46833,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,87,1638],"tags":[2833],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/46832"}],"collection":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/284"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=46832"}],"version-history":[{"count":1,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/46832\/revisions"}],"predecessor-version":[{"id":46834,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/46832\/revisions\/46834"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/46833"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=46832"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=46832"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=46832"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}