Gaining Market Share Through Strategic Messaging with Jim Karrh

In this episode, Jeff interviews Jim Karrh, who is a Clinical Instructor of Marketing, consultant, professional speaker, and host of The Manage Your Message Podcast. He is also the author of The Science of Customer Connections and specializes in strategic messaging. They discuss how marketing language has changed over time to be more conversational, customer-focused, and relevant.

To keep consistency across conversations between salespeople and customers, Jim suggests introducing discipline by reverse engineering the desired outcomes from key conversations. He recommends creating a single source of conversational truth with information about targets, ideal customers, personas, or influencers in the buying process, as well as stories or questions to ask that reflect input from both sales and marketing teams.

Discipline is essential during times of uncertainty. Being clear and focused on what you offer will help position your team better with buyers while relieving stress for everyone involved. Tune in to learn the importance of focus in order to be agile, gain market share, and build trustworthiness. Discover the three main categories of symptoms to look out for when assessing a company’s messaging and find out why there is a need to leverage B2B influencers effectively as messengers.

Episode Highlights

07:47Marketing leaders are frustrated because they put together presentations and talks, and white papers and demos, and the like. And they’re frustrated because the sales team isn’t using it and the sales team is saying, “No,” because it doesn’t reflect the way that we want to speak at the ground level.

10:33 I think addressing this alignment issue, particularly between sales and marketing, and perhaps other units, subject matter experts, etc., is fundamental for us to be able to create distinctiveness, to be relevant, to get more access, to get more meetings, and to speed selling cycles, and to improve selling success.

15:06Get the language that is both consistent with our overall positioning for the marketing side, but also salespeople will go, “Yes, that’s the way that I talk to customers. That’s reflective of the concerns that customers and prospects have. I can do that.”

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Jim Karrh