How to Craft Your Message in a Complex B2B World with Lynne Capozzi

Welcome to the first episode of Three Minute Marketing with a guest. I’m your host and veteran growth junkie, Chris Mechanic. In our podcast, we micro-interview the world’s thought leaders about growth marketing. I’m joined by the one and only Ms. Lynne Capozzi. Lynne has experience across the entire spectrum of marketing, from brand building to growth, direct response, and demand gen. She comes from IBM and is currently the CMO at Acquia, a leading provider of hosting and related services for Drupal. Show Notes: * Messaging often changes during a site redesign. * Whether you’re merging brands, going through an acquisition, creating a category, or pursuing your CMO’s new vision, these are always opportunities where you can change messaging. * If you haven’t revisited your messaging for many years, it’s probably outdated given the pace of change. * Messaging is a process. Define your target audience and personas, and create custom messages tailored to each one. * Most messaging is too broad. Make sure your messaging supports your products and the researcher journey. * Nowadays, most people do their research online. And that journey is different depending on the persona. For example, someone in B2B doesn’t just want to hear your messaging—they want to be evangelized to! * One good thing that’s happened over the years is that companies have stripped out some of their jargon from messaging to make it more accessible or clear. Bonus discussion after recording: * B2B companies often have boring copy that’s too technical. * Many assets, like testimonials and case studies, help support that research journey.