“Consumer beliefs and behaviors are changing fast. Companies should therefore ensure
that all their brand communications are attuned to buyer sentiment.”
— McKinsey
With all that has changed in 2020 — it is time for you to stop down and recapture the voice of your customer (buyer). It’s time to realign your story with their current mindset, buying behavior and priorities. If you don’t, you will waste valuable sales and marketing dollars in the years ahead.
How do you accomplish this? Well, McKinsey says, “Companies must conduct primary consumer-insights work, with a focus on identifying changed behaviors and associated changed beliefs and motivators to get a comprehensive picture of the changing consumer decision journey.”
To make this happen and reconnect with your buyer, you need to engage a third-party expert to help you implement a formal process that includes:
- Redefining what your ideal buyers look like
- Building a list of existing customers and prospects that fit that profile
- Shaping intentional discovery questions
- Conducting one-on-one in-depth discovery interviews with those buyers
Once that discovery process is complete, your partner can help you craft new messaging that more clearly aligns your corporate story with current buyer requirements.
The anchors of your new story should take the form of a Messaging Architecture that includes your:
- Purpose
- Mission and Vision
- Positioning
- Key Points of Difference
- Value Proposition
With a more meaningful and relevant Messaging Architecture in place, you must now ensure everyone is sharing the same story. This will require formal education and training for customer-facing employees, new sales enablement tools and demand generation programs that are used to fuel growth.
You can’t afford to enter the new year with a story that no longer resonates with your buyers’ current mindset. Now is the time to put these strategic initiatives into motion. You only have four months left in the year to get it right. Having a story that resonates with your buyers’ current mindset is the best way to kick off 2021 and accelerate growth in the new year.
We are here to help.
For the last 18 years, OnMessage has been the trusted B2B communications consultancy executives call when it counts. When strategic shifts in the business take place, when financial performance is on the line and when the message absolutely must deliver material business results. Request a briefing with our experts today.
