Small Business B2B Marketing Blog

Market Alignment - What is it? & Why you need it.

Posted by Robert Hennessey on Mon, Oct, 24, 2011

Market AlignmentFailing to align your marketing message with your target audience is the primary reason why most small business B2B sales lead prospecting campaigns efforts fail.

Why because market alignment is the lynch pin in building customer rapport. If you do not build customer rapport there will be no sale.

A customer is sold or persuaded based on the rapport (a feeling of trust, confidence and affinity) that is built by the messages you deliver. Having your marketing message and your target audience properly in harmony creates market alignment.

What is market alignment?

Market align is simply the process of creating a marketing message that is properly aligned or in sync with the target audience the message is intended to persuade.

You may be familiar with the expression of describing a top sales professional as, “he or she can sell snowballs to Eskimos.” This would be the exception to the rule of market alignment. In the expression, the intent is to describe a sales person so persuasive they can sell something to their customer that they don’t need or would not be in market alignment with their target audience.

While a colorful way to describe an exceptionally talented salesperson, it is highly unlikely that such a gross market misalignment would be successful.

Why you need to achieve market alignment?

Understanding the importance of your B2B marketing message is essential to your small business marketing success. Most small business B2B marketing campaigns fail because they do not focus on the importance of the marketing message.

Small business is unduly influence by big business marketing's concern with the quantity of marketing messages not quality. This coupled with that fact that 99% of marketing messages are capacities and capabilities focused leads to a lot of wasted money that rarely converts to an acceptable return on investment for every marketing dollar spent.

The Wrong Marketing Message - Capacities & Capabilities

Capacities and capabilities marketing is all about telling your prospective customers how great you are and all the wonderful things you can do for them. The problem with this type of marketing is that your sales prospects could care less about how great you claim to be and could care less the things you claim you will do for them. This is why most marketing does not generate the sales results we all seek.

All the B2B marketing messages your prospects receive are the same and so their eyes gloss over. The first principal of good marketing is to differentiate your brand and to get noticed. Yet, few people differentiate their company in any meaningful way and do not get the sales results they seek because they are sending the same unresponsive capacities and capabilities marketing messages as their competitors.

The Right Marketing Message Customer-Centric Marketing

Your prospective customers are only concerned about their specific problems. What they want to know is - do you understand their problem and do you have a solution that will work for them. This is the essence of customer centric marketing.

Marketing Message Alignment

Ideal B2B marketing message alignment is achieved when initial rapport is built with your sales prospect based on the realization by your prospect that you understand their business problems and you have indicate a willingness and ability to help them solve their problems.

You must put your customer first and not yourself in the communications messages you are delivering to your sales prospects. It is not about you it is about them. You will know when you have achieved the perfect message alignment you seek. When a prospect calls you and says, "I feel as if I already know you and want to meet you as soon as possible", you have achieved market alignment.

Takeaway
Differentiate your small business from your competitors by having a B2B marketing message that is in proper alignment with your target audience is critical to your marketing and sales success.

Related Information

B2B Customer Centric Marketing
Customer Centric B2B Marketing
Customer Centric Marketing
Marketing Message

Topics: customer-centric marketing, b2b sales lead generation, market alignment

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