Creating a Memorable Marketing Message that Lasts

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Presented by

Jann Martin Schwarz, Senior Fellow, LinkedIn and Founder, The B2B Institute and John Steinert, CMO, TechTarget

About this talk

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep? In this new webinar series, B2B Content Brilliance we’ve gathered the best minds in B2B content and we’ll be exploring content from every possible angle, from using research to graphic design, and much more. In episode one, John Steinert (CMO, TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.
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Hear from analysts and researchers as they provide expert opinions and learnings on how B2B marketers and sellers can better engage IT buyers. About us: TechTarget’s Enterprise Strategy Group is an integrated technology analyst, research and strategy firm providing market intelligence and actionable insight to the global technology community.