Why your B2B Messaging may need a makeover in 2025 

When was the last time you reviewed your messaging? For most, this is not a frequent activity, but with constantly shifting and changing market forces it is critical that companies review that messaging on a regular basis.  

When was the last time you looked at the competition? Where do you go to get regular market updates? Does your messaging focus on features, benefits coma advantages or business outcomes? 

With so much noise in today’s market and outbound communications targeting prospects through a diverse range of channels, Your message could be lost. The sheer volume of messages means that it’s unlikely every message you send will be read, but how can you craft messages more likely to generate positive results? 

How to craft a unique, engaging message that resonates with decision-makers. 

The first consideration is understanding what makes each decision maker tick. And while developing a persona in and of itself can be useful the most impactful activity is to truly understand the prospects challenges and issues. You need to look at the market forces that are impacting that particular person in terms of legislation technologies, economic and environmental impacts as well as competition. Then consider what ‘explicit needs’ popping driven out of these key market drivers. 

In order for your content to resonate it needs to be impactful and touch some of the pain points that your prospects are being affected by. And, where possible, be able to respond to demonstrate how you can help to take away the pain. These statements need to be the first things that you say once you’ve introduced yourself in a conversation, the subject line of an e-mail, or the main content of a LinkedIn message. As these pain points are more likely to be front of mind for your prospect, you are more likely to get their attention, which is exactly what we need to do when prospecting for new business.