How to build a messaging framework that actually works

Let’s talk about messaging frameworks.

Everyone says you need one. But most B2B companies either don’t have one, overcomplicate it, or create something that sits in a Google Doc collecting virtual dust.

But, without a clear messaging framework, your marketing is just guesswork. You end up with campaigns that miss the mark, sales teams that pitch different things, and content that doesn’t resonate with the right audience.

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If you’re fed up with inconsistent messaging, unclear positioning, or the dreaded “what exactly do we say about our product?” struggle — this one’s for you.

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Why most messaging frameworks fail

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A messaging framework should be your marketing team’s bible — but most of them don’t get used.

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Take for example an expense management tool below, with messaging that fails to do the job and (because we’re feeling a bit generous) some examples that actually will land.

Most messaging fails because it’s either too generic, too internally focused, or too rigid to scale across different channels.

So, let’s fix that.

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How to actually build a messaging framework that works

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Here’s how we structure messaging frameworks (both for ourselves and for the companies we work with):

• Start with value drivers, not just features.

Before you decide what to say, figure out why customers actually buy from you.

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• Define the problems you solve

B2B buyers don’t wake up thinking, “I need to buy X product today,” and they wake up with problems. Your messaging should start there.

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💡 Pro tip: Your messaging should reflect how your audience talks about their pain points, not just how you see them internally. If you don’t know, go talk to your best customers.

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• Make sure your messaging scales across channels

A messaging framework isn’t useful if it only works in one place. If it doesn’t work across all of your channels, we regret to inform you: it’s just not a good framework.

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But, what happens when you get this right?

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• Your marketing is consistent across every touchpoint.
• Your sales team tells the same story as your marketing team.
• Your brand stands out because you’re not saying the same thing as everyone else.
• Your messaging actually drives revenue, because it’s built on what customers care about.

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Most companies build their messaging in silos — and it shows. If you’re not sure if yours is working, we’ll happily take a look. Just reach out!

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