SquiggleThink: Crafting communications that connect
Sales Today
English - June 20, 2024 04:30 - 38 minutes - 35.6 MBBusiness Education personalbranding b2b bdm coldcalling complexsales consultativeselling emotionalintelligence enterprisesales negotiation presentationskills Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Join us on this weeks episode of the SquiggleThink mini series with Paul Fernandez as we unpack the complexities and strategies behind effective communication messaging in sales and marketing.
Our discussion begins with the critical need for alignment between sales and marketing efforts. Drawing on insights from the travel sector and the emerging role of Chief Revenue Officers, we highlight how integrated teams can better coordinate their go-to-market strategies, enhancing messaging and ultimately driving revenue.
We explore the foundational elements of crafting a resonant message, focusing on understanding your identity, target audience, and the goals you aim to achieve.
We discuss the nuances of effective communication strategies for brands, emphasising the balance between credibility and customer-focused messaging along with the pitfalls of appearing self-centered and the necessity of addressing client pain points and outcomes.
Tailoring communication to the buyer's journey, from building awareness to maintaining relationships, is key. This conversation highlights the importance of creating a two-way dialogue and the varying communication strategies required at different stages of the buyer's journey, steering clear of overused terminologies while acknowledging their underlying concepts.
We challenge the traditional sales funnel, presenting the "squiggle" as a more accurate representation of today's hyper-personalised buyer journeys.
We also highlight the importance of feedback loops between sales and marketing to ensure messaging resonates and leads to conversions.
Additionally, we address the challenges and benefits of video marketing, advocating for salespeople to take the lead in creating video content.
Make sure to tune in and don’t miss this insightful episode
--------- EPISODE CHAPTERS ---------
(0:00:00) - Developing Effective Communication Messaging
Align sales and marketing efforts for effective messaging, understand target audience and goals, create resonant and engaging message.
(0:12:53) - Effective Communication Messaging Strategies
Nature's communication strategies balance credibility, customer focus, and buyer's journey, creating a two-way conversation and avoiding overused terminology.
(0:16:58) - Navigating Individual Buyer Journeys
Nature's "squiggle" challenges the sales funnel, emphasising personalised communication and feedback loops between sales and marketing.
(0:29:40) - Salespeople Creating Marketing Content
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