By Ed Pierce, Founder, ITA Fleet Communications
Many companies think of the marketing message as solely a branding issue. This compartmentalization looks nice on an org chart; however, in a B2B environment, it is short-sighted.
The marketing message — the pillar for constructing the value driver — influences sales’ success in having effective meaningful and relevant conversations with prospective customers.
While companies build messages that produce a unique selling proposition, tagline, and boilerplate, few go the extra mile to produce a message that fosters customer engagement.