Creating a B2B Messaging Platform — Is It Worth The Bother?

Woman sitting at computer with thought bubble above that says this is a company that gets me

Do you know what a Messaging Platform (aka Messaging Framework) is?

In this context, it’s a guide that informs marketing, sales, and corporate communications. It usually includes insights about the company’s brand strategy, messaging approach, communication rules & policies, and sometimes suggested sales angles and calls-to-action as well approved answers to customer frequently asked questions.

People in the company will use a Messaging Platform for different reasons, but the main purpose of having one is to give stakeholders a tool for creating company communications.

The problem is: Many companies invest money for a consultant or agency to develop a Messaging Platform because they know it’s important. But then it never gets used. People just forget about it or they work in silos and use their own ideas as time goes by.

If you want to create a messaging framework but never intend to use it, I’d say “why bother?”. You could put that money towards something else. That said, below are examples when a pre-planned messaging strategy comes in handy. These may not only help you decide whether to create a Messaging Platform, but also motivate you to use it.

Keep in mind: A Messaging Platform is not exact copy or scripts. It’s a guide to show the general idea of what needs to be communicated and in what way.

1.  Website

You: “I want you to revise the content on our website.”

Web agency: “No problem; please send us information about your brand and content strategy, relevant analytics, and your Messaging Platform (so that we can figure out good copy angles and design).

You: “We don’t have a Messaging Platform, but I can tell you in general what we want to say.”

Be careful. Your website may be the first thing people use to understand why they should care about you. This is a great example of where a strategic messaging approach comes in handy (your creative staff will love you and you’ll get projects like these done faster).

2.  Sales Presentations

You: “I got a meeting with the executive team at ABC, Inc. to pitch our story and solutions. I need help from the marketing team to create the presentation – and I need it in 3 days please.”

Marketing partner: “I’d be happy to do it. Let’s confirm the story and come up with a tight message and flow to engage them.”

You: “Great, let’s get started.  We can work late so that we meet the deadline.”

Both you and the marketing team would be better off if the general approach to a sales presentation was figured out long before a deadline. That way everyone could use the same template and just customize it for various situations. A Messaging Platform (that people know about and use) can help reduce content development fire-drills like this and ensure consistency in how the company is being positioned by the sales team.

3.  Conferences

You: “I will be speaking at a large conference about the benefits of our solution. I need some feedback on my presentation.”

Marketing Colleague: “The presentation seems all over the place. I don’t see any angles from our company’s Messaging Platform.”

You: “That’s because I just came up with it on the fly, based on what I know and think.”

Hmmm, so in an instance like this where a Messaging Platform actually exists, the $10,000 spent on research and time to create it seems a bit of a waste.

The point is: Investing in a messaging platform is a great idea, but not so much if you never use it.


Updated on Sept 17, 2022

By : Lydia Vogtner

Lydia Vogtner is an independent B2B marketing and communications consultant specializing in brand, messaging and content strategy.

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