Although marketing is about communications, how often do you struggle with your value proposition, product positioning or what makes you different?
If you asked your entire team, would you get the same answer? What is the value of proper messaging within your organization? What is the cost of poor messaging that fails to resonate with prospects?
Arketi’s unique methodology for messaging, positioning and value proposition development is built for maximum clarity and consistency. The process applies to corporate, product line, customer segments and all levels of decision makers.
The outcome is the foundation for all your PR and marketing communications. The benefit is a clear expression of your position and a messaging architecture that takes your company, products and solutions to market with confidence.
How do I go to market for a product lacking a defined category? How many programs should focus on educating versus selling? What is my real differentiator or value proposition? Can I refresh my message without alienating my customer base?
Arketi Group’s robust messaging process answers these questions and more. We’ve used this proven approach in more than 150 engagements for B2B technology companies over the past two decades.
Cutting-edge…leading…innovative…
It’s easy for B2B marketers to latch onto the same buzzwords time and again. All too often, the result is a safe, predictable, stale position that falls flat – which only serves to diminish the value and impact of your brand message.
A “me too” position is asking for “me too” performance. That’s why we utilize positioning to uncover how your customers view the brand; where they want the company to be in the future; and what they believe makes you the perfect partner. These unique qualifiers serve as the foundation for the development of a powerful message.
Everyone has a message, but what makes yours different?
Today’s market landscape is not driven by product or technology alone. It is influenced by how audiences perceive key players and stakeholders. There’s a reason some companies secure revenue and customers without a product to show for: a powerful and compelling message.
We start every messaging engagement with an in-depth competitive analysis. We uncover how your competitors’ messaging stacks up in the market, and to reveal those hidden jewels that differentiate and define your B2B message. This ensures you don’t reuse the same old-same-old and your message is fresh.
Short, concise and to-the-point, a tagline says it all.
Quick, tell us what your product does, and what makes it superior – in 10 syllables or less. Yup, syllables, not words.
That’s the challenge of the tagline: to express your entire positioning in three or four words, capturing the prospect’s attention and differentiating you from the competition. To sum it up. Boil it down. And make them care.
Arketi creates taglines to display brands’ unique personalities; taglines that evoke emotion and necessitate a response from your audience. Using our customer-centric approach, we ideate and select the taglines to maximize customer engagement and ensure your brand captures and retains industry mindshare.
The foundation for powerful messaging.
A message is only as strong as the customers it resonates with. No matter how much you love or believe in your company’s brand messaging, it is no good if it fails to engage your audience.
Arketi’s messaging process is grounded in our core “customers know best” belief. Over the previous 20 years, we’ve developed and refined our approach to test B2B brand messaging directly with customers. This data-driven analysis puts customers front-and-center to ensure your brand message is aligned with their expectations, perceptions and your position in the market.
Bringing a message to life internally and externally.
Your custom-built messaging guide is your company’s roadmap for success when taking a message to market. Consistency is critical when launching a new and improved message, so Arketi equips you with all the tools, resources and content needed to stay on-message at every opportunity.
Whether a company is going to market with a new service or launching a demand generation program for a legacy solution, campaign success always begins with a clear, succinct, defendable message that separates a company and its products and services from the competition.
While many B2B marketers understand the importance of creating “sticky” messaging that resonates with customers and prospects, they often feel there is little time to develop solid messaging because of a real or perceived need to rush going to market. Even with adequate time and budget, others struggle to activate messaging in a way that best suits their company’s need to communicate effectively and drive sales.
Our messaging process is a robust and proven approach that we have applied across more than 150 engagements for B2B companies over the previous two decades. Without skipping any steps, a messaging engagement typically requires between eight to 12 weeks.
And while there is no “one-size fits all” solution to messaging, our process accounts for the specific needs of a company based on its lifecycle stage, the effectiveness of existing messaging and market outlook or stability. This enables us to tailor our messaging process for where your company is at any given moment – and where it aims to be.
Rene Hermes
CMO
Körber Supply Chain
WHERE MARKETING GENERATES REVENUE
When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.
Let’s get started.
Our messaging process was developed and refined over the course of more than 200 engagements working alongside B2B technology providers. We’ve put this methodology to the test for more than two decades, and we’ve built it around these five principles for developing and activating powerful B2B messaging.
Conversations with real-world B2B marketers doing hands-on marketing that generates revenue and accelerates growth.
Few are surprised by the complexity of our global supply chain. What astounds the mind are the millions of people, vehicles, miles and technologies that keep it running.
Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up – you’re falling behind.
TAG needed to bring its DE&I program to life, so it could secure funding and support from members. Arketi stepped in to provide product marketing expertise and develop a compelling name, message and product-driven launch strategy.
Our messaging process was developed and refined over the course of more than 200 engagements working alongside B2B technology providers. We’ve put this methodology to the test for more than two decades, and we’ve built it around these five principles for developing and activating powerful B2B messaging.
Conversations with real-world B2B marketers doing hands-on marketing that generates revenue and accelerates growth.
Few are surprised by the complexity of our global supply chain. What astounds the mind are the millions of people, vehicles, miles and technologies that keep it running.
Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up – you’re falling behind.
TAG needed to bring its DE&I program to life, so it could secure funding and support from members. Arketi stepped in to provide product marketing expertise and develop a compelling name, message and product-driven launch strategy.
Our messaging process was developed and refined over the course of more than 200 engagements working alongside B2B technology providers. We’ve put this methodology to the test for more than two decades, and we’ve built it around these five principles for developing and activating powerful B2B messaging.
Conversations with real-world B2B marketers doing hands-on marketing that generates revenue and accelerates growth.
Few are surprised by the complexity of our global supply chain. What astounds the mind are the millions of people, vehicles, miles and technologies that keep it running.
Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up – you’re falling behind.
TAG needed to bring its DE&I program to life, so it could secure funding and support from members. Arketi stepped in to provide product marketing expertise and develop a compelling name, message and product-driven launch strategy.