Offer and messaging

Turning one angle into a campaign: the theme, the segment it targets, the assets it needs and how long it runs.

• Campaign asset planning
• Campaign audience definition
• Campaign offer design
• Campaign timing and flighting
• Campaign variant testing

Choosing the problem, trigger or belief a message leads with, and testing angles against each other.

• Belief-based messaging
• Cost-of-inaction messaging
• Mechanism-led messaging
• Message-angle testing
• Pain-point messaging
• Trigger-based messaging

Deciding what to personalize, how deeply and at what scale, and the frameworks reps use to do it fast.

• Account-based personalization
• Persona-based personalization
• Personalization depth levels
• Personalization evidence standards
• Personalization prioritization
• Scalable personalization
• Trigger-based personalization

Customer names, numbers, case studies and credentials that make a claim believable in a first touch.

• Customer logos and name-dropping
• Customer testimonials and quotes
• Outbound case studies
• Proof relevance and matching
• Quantified outcome proof
• Third-party credentials

Stating who the offer is for, what it changes for them and why it beats doing nothing.

• Competitive differentiation
• Cost of inaction
• Economic value propositions
• Feature-to-benefit translation
• Outcome-based value propositions
• Value proposition hierarchy
• Value proposition testing