Nearly three quarters (70%) of companies do not have a formalized marketing messaging process for all employees to follow. More than 30% of respondents said their messaging was company centric, and just over one third provide ongoing coaching to ensure consistency across marketing campaigns.
These are some of the findings of a recent survey from Corporate Visions. The company polled more than 500 B2B marketing and sales professionals worldwide regarding the alignment of their marketing campaigns and sales content development processes.
In the survey, respondents were asked how they would describe their company’s marketing campaigns and sales content development process. Some of the responses included:
- 29% said everyone follows a well-established message development process;
- 35% reported that they have an established messaging development process, but it is not applied consistency;
- 13% have a message development process, but it is rarely followed; and
- 12% don’t have a formal process for message development.
“The failure to follow a well-established message development process is causing many organizations to miss the mark when it comes to designing content and campaigns that resonate strongest with their customers and prospects,” said Tim Riesterer, Chief Strategy and Marketing Officer for Corporate Visions. “Customer-centric messaging, on the other hand, focuses on identifying customers’ and prospects’ unconsidered needs along with gaps in their current approach.”
Click here for more information about the survey.