How to Create a Messaging Framework That Resonates
Speaker: Pam Didner | B2B Tech Marketing Consultant, Author | Relentless Pursuit
As a marketer, the two most frequently asked questions by your team tend to be “how much budget do we have?” and “how do we position our products and services?”
You may not be in control of your budget, but you can uniquely differentiate your products and services.
In this session, Pam will share a simple process to help you rationalize your value propositions across product/service lines and bring clarity to your sales and marketing teams. She will discuss features vs. benefits, messaging vs. value propositions, and taglines vs. slogans. This process will help you decode product features and benefits, identify customers’ needs, and map them together to create a framework that your team can use to create content.
Bonus: she will share three useful templates that you can apply to your job immediately!
At the end of this session you will be able to:
Comprehend the benefits of a messaging framework
Understand the steps, and use the templates, to create value propositions
Tie product features and benefits to customers’ pain points and challenges
Attendee Experience Level: This session is for those that are new to the topic or have a basic idea of the topic, but very little experience implementing.