Erica Schneider

Messaging shapes how customers understand what you sell, why it matters, and why they should choose you instead of an alternative.

That message also needs to stay consistent wherever customers encounter the business. Gartner’s research found that 69% of B2B buyers report inconsistencies between information on company websites and what sellers tell them. That disconnect can create mistrust before a purchase is made.

A messaging strategy gives marketing, sales, product, and other customer-facing teams a shared foundation for what to say, who to say it to, and how to communicate the value behind the product.

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Expanding your reach and scaling your marketing strategy becomes a lot easier when every employee in your company is a brand ambassador.

Employee advocacy programs turn employees into advocates, shortening sales cycles, boosting growth, and helping your team differentiate from the crowd. 

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You work tirelessly to understand your customer, market, and competition so you can differentiate. Voice-of-customer (VoC) research, user research, competitor research, and insights on jobs-to-be-done (JTBD) can inform your marketing strategy. 

Brand tracking is how you measure if those efforts are paying off.

Brand tracking provides both qualitative and quantitative answers to crucial questions:

• How do your customers perceive your brand?
• Are your campaigns driving conversions?
• Do consumers know who you are?
• Does your messaging at each touchpoint match customer intent? 
• Is your brand part of most consumers’ consideration set?
• Have you built perceived value?  

You work tirelessly to understand your customer, market, and competition so you can differentiate. Voice-of-customer (VoC) research, user research, competitor research, and insights on jobs-to-be-done (JTBD) can inform your marketing strategy. 

Brand tracking is how you measure if those efforts are paying off.

Brand tracking provides both qualitative and quantitative answers to crucial questions:

• How do your customers perceive your brand?
• Are your campaigns driving conversions?
• Do consumers know who you are?
• Does your messaging at each touchpoint match customer intent? 
• Is your brand part of most consumers’ consideration set?
• Have you built perceived value?  

In this article, we’ll share key brand tracking metrics and methods for how to measure and optimize your success. 

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