The B2B Revenue Executive Experience
Episode 288: Why Your Marketing Messaging Needs a Makeover for Rocketing Engagement with Michelle Giardinello and Elizabeth Roche
Oct 31, 2023
Michelle Giardinello, Senior Customer Marketing Manager of Healthcare at Kimberly-Clark Professional, and Elizabeth Roche, Managing Partner at ValueSelling Associates, discuss the importance of customer-centric messaging, collaborating on a sales improvement program, and the shift from being category-focused to problem-focused in marketing messaging.
31:18
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Quick takeaways
- Shifting marketing messaging to address specific customer problems and pain points can improve engagement and deliver value.
- Implementing value selling methodology and tools can enhance messaging and content, leading to increased confidence and improved lead generation.
Deep dives
Evolving Marketing Messaging for a Better Customer Experience
One of the main ideas discussed in the podcast is the importance of evolving marketing messaging to deliver a more effective customer experience and engagement. The guest, Michelle Giardinello, senior customer marketing manager at Kimberly Clark Professional, emphasizes the need to shift from product-focused messaging to problem-focused messaging. By identifying the business issues and pain points that customers face, marketers can tailor their messaging to address those specific problems and provide value. This approach requires aligning sales and marketing, using customer-centric messaging, and creating a unified voice across the organization.
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