You Decide: Stand Out With Strategy or Lose in Feature Wars
Forget milk π₯. Got strategy?
Hello!
You have asked for more strategic comms advice and less B2B PR guidance, so Iβll adjust the content and rename B2B PR Now. The timing is perfect. After seeing B2B companies hit the same walls again and again when it comes to connecting with audiences, I overhauled our collectiveβs offering in 2022. I had to hop off the tactical hamster wheel and offer transformative strategies for B2B marketing bliss. More on that later.
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Iβve been tapped many times to plan or execute PR programs for B2B companies. One of the first things I ask for is their brand playbook. Iβve learned after doing this for years and speaking with hundreds of companies, most B2B businesses see themselves largely as a company, not as a brand.
Today, converting B2B companies into standout brands is required because buyers are:
Inundated with options π
Hearing inconsistent stories π€¦ββοΈ
Unable to tell solution providers apart π
While I donβt think itβs necessary to invest in $150k brand books like consumer brands do, I do think itβs crucial to lay the foundations to inform all marketing, comms, and PR efforts. How can a PR firm act strategically if a client doesnβt know which events customers attend?
By skipping all this and going right to sellingβIβm looking at you SaaS founders and investorsβitβs no surprise that copycat marketing is particularly prevalent in B2B marketing.
Whatβs Going On?
B2B prospective customers see:
Similar content π
Similar messaging π€¦ββοΈ
Ads that look the same π
Sites that look the same π
Reports that look the same π
Trade show booths that look the same π΅βπ«
Recently I posted here that Iβll be focusing more on strategic communications and go-to-market planning for B2B companies, while still providing PR services.
One reason why is too many times I have been asked to βPR stuffβ without messaging, positioning, an understanding of target audiences, or a narrative. And I'm not the only one who rarely sees these core elements that every B2B marketing team should give to partners so they can succeed.
Hereβs a peek into my approach to fixing all this:
ππ¨π¬π’ππ’π¨π§π’π§π : this illuminates category whitespace, creates distinction, and helps brands stand out, ultimately increasing brand awareness/consideration
πππ«π ππ ππ₯ππ²ππ¨π¨π€: whom to get in front of, what needs to be said and what theyβll care about, how to reach them, and how to convert them
πππ¬π¬ππ π’π§π πππ«ππππ π²: brand and product hierarchies, clear benefits, value propositions, where/when to use specific messages
ππ¨π¦π¦π¬ ππ₯ππ§: itβs likely there are multiple goals that need to be achieved. A comms plan maps the strategic initiatives, narrative, tactics, resources required, and KPIs. This tangible, replicable framework can be used every time a product/solution goes to market or relaunches
πππππ’πππ₯ ππ«π’πππ¬: with newly developed positioning, target and messaging strategy, I brief execution partners (i.e. copywriters, asset creators) or sculpt a comms/PR strategic program, if needed
The time has come for B2B businesses to step up their communications effortsβor face the reality that they will always engage in product or feature wars.
π Here are leaders I recommend you check out:
Matt Bahr, founder of Fairing (survey tool for DTC brands)
Chris Butler, Sr. Creative Producer at Uber (not Lyft)
Jason Bradwell, author of the B2B Bite newsletter & host of the B2B Better podcast
At a B2B company and want to make your messages hit home, or want an extra pair of eyes on a GTM Plan? Just reply to this newsletter and weβll talk. I love this stuff!
-John