Gartner Blog Network

Tag: 'messaging' Blog Posts

from the Gartner Blog Network

Digital Marketing and the Convergence of Everything

by Jake Sorofman  |  July 26, 2016

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories,...

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Forget Scripts, Adopt Situational Messaging

by Hank Barnes  |  July 26, 2016

A standard component of most sales training programs, call blitzes, and campaigns is "the script."   The goal is to get everyone on the same page and communicating the same...

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Simple Tests to Assess and Improve Your Messaging

by Hank Barnes  |  July 12, 2016

As our research shows, messaging continues to be a challenge for many tech providers.    The reasons for this are varied, but some of the biggest issues are the breadth...

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Digital Marketing and the Tyranny of Words

by Jake Sorofman  |  July 7, 2016

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly...

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Messaging Should Not Be An Interval Training Experience

by Hank Barnes  |  March 8, 2016

For the last few months, I've been working to get into better shape.   I used to play a lot of volleyball, and realized that I was a physical mess....

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The Dangers of Assuming Context

by Hank Barnes  |  February 16, 2016

Have you ever been in a conversation with someone and they start mentioning (dropping?) names in  a manner where they clearly believe that you know exactly who they are talking...

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The Skeptic Test - A Key Step to Messaging Improvement

by Hank Barnes  |  January 5, 2016

How do your messages work when viewed with a skeptical eye?   Have you ever tested them in that regard? If you haven't, it is time to start. We all...

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The problem with value propositions

by Hank Barnes  |  December 29, 2015

Lately, I've seen a lot of clients come to me very focused on their value proposition.    And I get it.  Having a good value proposition is important.   It's...

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What's Your Brand's Unifying Theme?

by Hank Barnes  |  November 24, 2015

Lately, I've spent quite a bit of time with some of the largest providers in the tech industry.   For them, messaging and positioning challenges are different.   They have...

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Graceful Interruptions are Key to Marketing and Sales Success

by Hank Barnes  |  November 3, 2015

A couple of weeks back, I read Fanatical Prospecting by Jeb Blount.   Given that I am not a sales rep, I found some of the motivational portions of the...

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