Marketing Messages
A Marketing Message (crm_marketing_message) in B2B consultative selling is a carefully worded text or information intended for the communication with potential customers. The purpose of the message is to move the customer up the recognition ladder. For example, it should indicate the importance and weight of pain points that the product resolves, note the importance of the product selection criteria (from among your strengths), associate the brand with a specific product niche, and more.
Marketing messages
Create a marketing message
To create a marketing message, complete the steps below:
- Navigate to CRM → Content Management → Marketing Messages.
- Click New and fill in the fields.
- Click Save or Save and exit to apply the changes.
Marketing Message form fields
- General
- Notes
| Field | Mandatory | Description |
|---|---|---|
| Name | Y | Specify the title of the marketing message. |
| Sales direction | Y | Specify the sales direction to which the marketing message is related to. The field is automatically filled in with one of the sales directions to which the current user belongs. If the user is not related to any sales direction, the default sales direction specified in the crm.selling_direction.default system property is used instead. You can change this value. If the Service/Product field is completed, you can select only the direction related to the specified record. |
| Service/Product | N | Specify the service or product promoted by the marketing message. If the Sales direction field is completed, you can select the service or product related to the specified record only. |
| Pain | Y/N | Specify the client pain that the marketing message targets. If the Service/Product field is completed, you can only select the pain related to the specified record. The field becomes mandatory if the value of the Recognition ladder step field equals 1. Awareness of the problem and a possible solution. |
| Recognition ladder step | N | Specify the recognition ladder step on which the target audience of the marketing message stands. |
| Differentiator | Y/N | Specify the differentiator to which the marketing message is related. If the Service/Product field is completed, you can select only the differentiator related to the specified record. The field becomes mandatory if the value of the Recognition ladder step field equals 3. Selection of supplier. |
| Communication objective | N | Specify the marketing message communication objective. If the Recognition ladder step field is completed, you can select only the communication objective related to the specified record. |
| Recognition ladder transition problem | Y/N | Specify the recognition ladder problem the marketing message is supposed to solve. If the Service/Product or Recognition ladder step field is completed, you can select only the problem related to the specified record. The field becomes mandatory if the value of the Recognition ladder step field is equal to 2. Finding solution providers or 4. Concerns. |
| Field | Mandatory | Description |
|---|---|---|
| Additional Comments | N | Specify additional information that will be added to the record's activity feed. |
| Work Notes | N | Specify information related to the work progress for the marketing message. This note will be added to the record's activity feed. |
The Activity Feed widget is also located on this tab. It is displayed after the first saving of the record.
Related lists of the Marketing Message form
- Content – the list of content records that utilize the marketing message.
- Content Tasks – the list of tasks emerging from the content that utilizes the marketing message.
- Content Packages – the list of packages emerging from the content that utilizes the marketing message.
- Publications – the list of published packages emerging from the content that utilizes the marketing message.
Automatic generation
You can generate the Name of a marketing message automatically using the B2B CRM-Ainergy itegration. When the integration is configured, the following UI actions appear on the form of a created marketing message:
- Generate – click to save the record and using AI generate a value for the Name field.
- Shorten – click to save the record and using AI shorten the value of the Name field.
The prompt sent to the AI contains the data from the records specified in the marketing message fields:
| Marketing message field | The field of the specified record used in the prompt |
|---|---|
| Service/Product | Descriptiion |
| Communication objective | Name |
| Pain | Name, Implication |
| Differentiator | Name |
| Recognition ladder transition problem | Name |
To achieve the best results at the generation, you need to fill in those fields in the marketing message record and referenced records. Otherwise, the results may not be relevant to the marketing message.
The generation may take some time, during which you need to keep the tab with the record open. Other users cannot edit the record during the generation. If they open the record during the generation, they see a corresponding message.
At the completion, the Name field is filled in automatically with the generated value. If the field contained another value, it is overwritten. If the result suits you, click Save to apply the changes. In case the generated value exceeds the maximum length of the field (255 symbols), the name is cut. The full generated value is available in the Activity Feed.
Recognition ladder transition problems
Roles required:
- Create – crm_sales, crm_manager, crm_marketeer, crm_pam, crm_admin, crm_certificate_manager, admin.
- Read – any user with an "out-of-the-box" B2B CRM role.
- Edit and delete records of their sales directions – crm_sales, crm_manager, crm_marketeer, crm_pam, crm_certificate_manager. Users with the crm_admin, admin roles can edit and delete any records.
Create records of Recognition Ladder Transition Problems (crm_transition_problem) to connect them to the marketing messages aimed at solving these problems.
To create a recognition ladder transition problem, complete the steps below:
- Navigate to CRM → Content Management → Recognition Ladder Transition Problems.
- Click New and fill in the fields.
- Click Save or Save and exit to apply the changes.
Recognition Ladder Transition Problem form fields
| Field | Mandatory | Description |
|---|---|---|
| Name | Y | Specify the name of the recognition ladder transition problem. |
| Service/Product | N | Specify a service or product to which the problem is related. If the Sales direction field is empty, you can specify a service or product related to any sales direction that you belong to. If a Sales direction is specified, you can select only from the services or products related to the sales direction. |
| Sales direction | N | Specify the sales direction to which the problem is related. The field is automatically completed with the first found sales direction of the current user. If you belong to more than one sales direction, you can change the value to another one of them. If a Service/Product is specified, you can select only from the sales directions providing the specified service or product. |
| Recognition ladder step | N | Specify the step of the recognition ladder to which the problem is related. |
Related lists of the Recognition Ladder Transition Problem form
- Marketing Messages – the list of marketing messages aimed at solving this recognition ladder transition problem.
Communication objectives
You can create Communication Objectives (crm_communication_objective) to save a default content structure for each step of the recognition ladder.
Roles required:
- Create, edit, delete – crm_admin.
- Read – any user with an "out-of-the-box" B2B CRM role.
To create a communication objective, complete the steps below:
- Navigate to CRM → Settings → Communication Objectives.
- Click New and fill in the fields.
- Click Save or Save and exit to apply the changes.
Communication Objective form fields
| Field | Mandatory | Description |
|---|---|---|
| Steps on ladder of recognition | N | Specify the steps of the recognition ladder for which the communication objective is relevant. |
| Name | Y | Add the title of the communication objective. |
| Content structure | N | Add a description of the content structure. You can use text formatting tools and add images to this field. |