Much like in the story of “Goldilocks and the Three Bears,” tech marketers must find the right balance between too many and too few messages. Common pitfalls include standardizing on a one-message-fits-all philosophy to having so many messages that sales and marketing are unable to deliver them to the right people, at the right time, and in the right context. That’s where Guiding Principle Number Five fits in.
Guiding Principle Number Five: Messaging 3x2
For almost all technology solutions, it’s necessary to have variances in messaging to reflect the different roles or titles, geographies, size companies, different industries, etc., that tech marketers are targeting. The good news for tech marketers is that Forrester Tech Marketing Navigator data shows that by focusing on the top three shared messages that are relevant across multiple segments and the two messages that are uniquely relevant to a specific segment/target, tech marketers can achieve the Goldilocks’ “just right” quotient for messaging.