Leveling Up B2B Messaging with AI
Crafting compelling messaging that resonates is a challenge for many B2B marketers, especially those at tech startups. Distilling complex technical information into clear and persuasive language can take a lot of time, iterations and energy. It’s an area where generative AI can kickstart the creative process and generate tons of efficiency.
On a recent episode of the Share of Voice podcast, I discussed this topic with Story Tweedie-Yates, Chief Marketing Officer at FusionAuth. Here’s what she had to share:
Why Is Positioning So Complex?
Positioning a startup is like exploring uncharted territory — there aren't established rules, and the landscape constantly evolves. Marketing leaders often include many stakeholders in the process, and rightfully so, but this can further complicate the process. While possessing invaluable, in-depth knowledge of their product, founders often struggle to articulate its value in a way that resonates with a broader audience. The gap between internal expertise and external communication is a key reason positioning can be a puzzle.
Positioning isn’t just about creating a catchy tagline. That’s a key component, but effective messaging goes much deeper. It's fundamentally about making strategic decisions based on a solid understanding of your ideal customer profile and the competitive landscape. Your messaging should be clear, specific and relevant to your target audience's needs and pain points.
Generative AI as Your Creative Ally
Tools like ChatGPT can be valuable resources for B2B marketers. Think of it as a highly efficient brainstorming partner. It can quickly generate a wide range of interesting phrases, alternative descriptions and different ways to frame your product or service. By providing this variety, AI can help you explore other creative avenues and avoid getting stuck in a rut.
To harness the full potential of generative AI, provide clear and well-defined prompts. Be sure to include key parameters such as your target ideal customer profile, core differentiators, and main competitive alternatives. Start with a foundational prompt, then use follow-up prompts to refine and iterate on the results. The conversational nature of AI allows for a dynamic and iterative exploration of different messaging options.
AI as a Tool, Not a Replacement
While generative AI is a powerful tool, users must recognize its limitations. AI is only as effective as the information it's given. It can't replace human creativity, strategic thinking or a deep understanding of your target audience. Human input and validation remain essential to accurate and compelling messaging that authentically resonates with potential buyers.
Validating Your Messaging
Once you've developed your messaging, it's critical to validate it. This process involves gathering feedback from your ideal customer profile and aligning internal stakeholders across your organization. If feasible, A/B testing different messaging variations on your website or in marketing campaigns can provide data-driven insights into what resonates most effectively with your audience.
By leveraging generative AI to augment human expertise, B2B marketers can develop more effective and impactful messaging.
Listen to my recent conversation with Story on the Share of Voice podcast to learn more about developing effective messaging strategies.
