Yo! Welcome to the latest edition of Fresh Salmon, your no-nonsense B2B marketing newsletter.

In this episode, I share with you a B2B Persona Messaging Framework, tips on playing the long game in marketing, and how to create a remarkable B2B marketing strategy.

Let's jump right in. . . .

1) B2B Persona Messaging Framework

How often do you find yourself struggling to craft messages that really resonate with your target audience as a B2B marketer? You're not alone. You can create messages that resonate by following a straightforward approach.

Follow these five steps:

1. Identify your persona's main responsibilities

Understand the activities your target persona is directly responsible for. You can create messages that resonate with their daily work by tapping into these.

1. Identify the problems they face and address them

Each job comes with its own set of challenges. Instead of just being another vendor trying to sell them something, you become an ally by aligning your messaging with the problems your persona faces.

1. Make Your Messaging Relevant to Their Situation

When you identify your target persona's main jobs and problems, you can create messaging that speaks directly to them. For effective messaging to resonate with them, you need to understand their needs.

1. Introduce Your Product's Capabilities

Having anchored your messaging to the situation of your target persona, you can introduce your product's capabilities. Make sure this is clear and simple to understand so that everyone can understand it.

1. Describe the feature that powers the capability and its benefits

Finally, to add credibility to your messaging, explain how the technology behind the product makes it possible. Then, explain how this new way of doing things will be beneficial. Keep your promise realistic and related to the capability and feature.

You can create engaging B2B persona messages by following these five simple steps.

Check out how Asana targeted a Head of Marketing persona with this approach. Simple and clear, this model connects the problem to the product with just three key messages.

2) Play The Long Game

Want to make a big splash with your marketing efforts?

Despite our desire for quick results, marketing is a long-term game that requires consistency and patience.

In the early days of your startup, you may feel like you're constantly shouting into the void. We can get discouraged easily and wonder if all our efforts are for nothing.

But here's the thing: it takes time to establish a loyal customer base and build a strong brand.

Take a look at some of the most successful startups. Were they successful overnight?

No, almost certainly not. Instead, they likely spent years developing their brand, refining their messaging, and cultivating a loyal following.

The key to their success was patience.

How can you remain motivated and patient while waiting for the rewards of your efforts? A few tips:

Set realistic expectations - Be sure to set achievable goals for your marketing efforts. It won't happen overnight. Consider setting small, incremental goals over time instead.

Focus on the long-term - Marketing is a marathon, not a sprint. Don't get caught up in short-term metrics like website traffic. Focus on building a brand that will endure.

Experiment and iterate - The majority of marketing campaigns will not be a success. It's okay! Iterate and learn from each campaign. Over time, refine your approach based on what works and what doesn't.

Stay true to your vision - It's easy to get distracted by what other startups are doing or what the latest marketing trends are. Don't lose sight of your own vision and values, however. For all of your marketing efforts, stay true to what makes your startup unique.

Remember, success in a startup takes time, patience, and persistence.

3) Creating a Remarkable B2B Marketing Strategy

It's not enough to be just another B2B provider in today's crowded market. Your marketing strategy must capture customers' attention and make them eager to work with you if you want to stand out and win them over.

In order to create a remarkable marketing strategy, Seth Godin recommends focusing on what he calls the "Purple Cow." You need to create something truly exceptional and unique that sets your business apart from the competition and makes customers want to talk about you.

Start by asking yourself the following questions to create your own "Purple Cow" in B2B marketing:

• In comparison with our competitors, what do we do differently?

• What is our unique value that our customers can't find anywhere else?

• What can we do to package our product or service so that it is truly memorable and stands out?

Your marketing strategy will be able to stand out once you have identified what makes you unique. Here's an example from Seth Godin’s Purple Cow book:

"Will It Blend?" was a viral marketing campaign that featured Blendtec's founder blending unusual objects, such as marbles and an iPhone. Blendtec's videos were highly entertaining and demonstrated the power and durability of the blender in a memorable way. Consequently, the company's sales and brand awareness increased significantly.

How can you create your own "Will It Blend?" for your B2B company? How can you create a marketing campaign that captures your audience's attention and makes them excited to work with you? 

Interesting Thing That I Read Last Week

Recently, I had the pleasure of connecting with Drew Brucker on LinkedIn. Drew is the VP of Growth at Lasso. His content is 🔥, don’t forget to follow him!

Tweet That I Noticed Last Week

Interested in growing your newsletter? This is the advice I strongly recommend. 

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter and LinkedIn.

Cheers,

Vivek

PS. I love you ❤️