Messaging strategy for B2B businesses
Keep your brand story consistent and impactful across channels with a solid messaging strategy
Why does messaging strategy matter for B2B brands?
Your messaging strategy defines what you say about your business and how you say it. It gives you consistency across all your communications and across all channels. So wherever people experience your brand, they receive the same story. Without one, you brand isn’t aligned or coherent. Get it right once, and everything downstream (ABM assets, sales decks, social ads, etc.) gets quicker and easier to produce.
What do you get with a B2B messaging strategy?
A messaging strategy starts with a workshop, but what are the deliverables at the end? You get a messaging house (this is your core story: the key challenges you solve, how you solve them, and the key messaging pillars that give you consistency across topics), a clear value proposition, and tone principles that keep everything sounding like your brand.
An proven approach that delivers for B2B brands
The approach starts with discovery: what are your business challenges and objectives? From there, a workshop with key stakeholders draws out the thinking, together, which gets shaped into a messaging framework. At this point the copywriting and content creation can begin, grounded in a single source of truth: your messaging strategy.
A suite of B2B messaging services …
With many years’ experience behind me, I offer a range of services to help you deliver engaging and efficient B2B marketing campaigns.
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I’ve been a copywriter for over a decade, with seven years in B2B, and three of those leading a global team of writers. Which means I can help guide your content throughout a campaign, from planning and strategy to execution and delivery.
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Your messaging strategy keeps your brand communications consistent across content and across channels, and gives your whole team a single source of truth they can use for all marketing assets.
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How does your business present itself to the world? Which words, phrases, and acronyms does it use? What would it say in any given situation? Is it English or American? A Tone of Voice guide gives you the answers.
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There’s a time and a place for flashy metaphors and clever puns. And, usually, that’s not website copy. I can help you optimise your site for action with copy based on UX design best practices.
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Often the most interesting insights are locked inside expert heads. A well-planned conversation to tease them out is a solid foundation for a series of thought leadership articles.
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Ad headlines and email subject lines draw attention; the B2B white papers, annual reports, and research studies give substance.
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While emotion is very important in B2B buying, buying committees aren’t impulsive. They need to see evidence in order to purchase, and case studies are the tool for this.
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ABM assets for each stage of your campaign: Account-specific value propositions and sales toolkits for the planning; Creative ideation, white papers, infographics, and web copy for the campaign creation; Emails, lead gen ads, social posts, and thought leadership blogs for ongoing campaign delivery.
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LinkedIn’s scale and targeting tools make it an obvious place (but not the only place) to run a B2B campaign. I can help you plan and write your campaign according to LinkedIn best practices.
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Your B2B brand has published a lot of content over the years, but does it align with your messaging today? A content audit will show you what you need to remove, update, or renew.
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B2B sales toolkits are often created by marketing teams but they are not marketing assets: your Sales team needs concise, scannable, and direct messaging that makes life easier.
An experienced writer to guide your B2B campaign
Hi, I’m Alastair. I can help you with your B2B marketing challenges. Why do I say that? I’ve worked in marketing and advertising since university, and I started professional copywriting at McCann London in 2013. Since then I’ve worked agency-side and client-side, at global corporations and at SMEs, in B2C and B2B.
As a copywriter I learned what makes good content; as a department leader I learned how content works across the stages of a campaign: messaging houses, value propositions, and content strategies in the planning; sales toolkits, long-form and video content, and social campaigns for the execution. A little more about me …
