“SBG has made our competitive information much more concise; it is information that the salespeople now use. It has taught them how to ask the right questions to steer customers our way. SBG was the “glue” that attached our field sales teams to our factory marketing teams.”

Ed SullivanDistrict Manager, Field Sales, Americas, Agilent Technologies
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Buyer's Guide

How Is Messaging Different Than Content and Conversations?

 

In business marketing, messaging is a summary answer to the prospective customer’s primary and secondary buying questions – the key points that must be communicated to convince a person to engage and buy. Messaging is integrated into content (collateral, demand-generation, sales tools, and sales support training) via copywriting and the creative process and integrated into sales conversations by way of the communicator.

As you see in the visual below, messaging is the foundation for all customer communications.

NEXT: Read “How Is Persuasive Messaging Different From Descriptive Messaging?

Customer Communcations Framework Image v1-6

 

 


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