Sometimes potential clients don't always know exactly what they need. Tailor your messages to ensure they do.

1. Messaging for Sales

2. K2 Global Communication
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Global PR, inbound & content
marketing, social media, and marcom
for Israeli and international companies
Bottom-line focus
Experience introducing new
technologies in specialized markets
Local availability with global reach
Clients in cybersecurity, AI, IoT, cloud,
agtech, big data, software, storage & more
Larry Kenigsberg
Co-founder & CEO K2
Amy Kenigsberg
Co-founder & COO K2

3. It’s all about
strategy.

4. Establish and strengthen your market presence to increase
sales
Challenge
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YOUR LOGO HERE

5. Solution
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Start with clearly defined messaging that
outlines your target markets, audiences,
and roles/personas to fine-tune targeted
marketing and sales efforts to drive
qualified clients into your marketing and
sales funnel.

6. All Communications
Should Appeal to
Clearly Defined
Audiences
6
Not everyone is a
customer

7. The Initial
Focus
What’s in
it for
me??
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“ ”

8. What do customers expect from you?
What can you deliver that
fulfills MY needs &
desires? (I’m really not that
interested in your
marketing blah-blah.)
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9. Business Benefits
What will your product do that
will help them drive success?
• Accelerate delivery times
• Lower the risk of lawsuits
• Reduce operational costs
Start-ups 50 | K2-GC Messaging for Sales

10. DO Get Granular
• Get THIS benefit from Feature
A
• Get THAT benefit from Feature
B
• You’ll be able to achieve THIS
with a combination of Feature
A, B, C and D
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11. DON’T FORGET: Break this down by audience
Not everyone in the buying chain will benefit from all
your features. Tailor your messaging to the persona.
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12. NOW the technology
• Finally – we get to what makes your
technology really cool – because after
you’ve gotten through to the right
people who will be buying, they need
to know how it works.
• Here’s where you focus on
• What makes your technology
unique
• What your technology has that
your competitors don’t
• How your technology integrates
with all other systems already in
place
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13. Next Steps
• Get buy-in from every member of the management team –
Everyone needs to agree that these are the KEY messages
for the organization
• Validate them with your investors, analysts, or trusted
advisors
• Finalize your messages
• Disseminate them throughout the organization
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14. Results
Marketing
& Sales
Qualified
Leads

15. Questions?

16. Thank You!
16
Int’l +972 9 794 1681
U.S. +1 913 440 4072
amy@k2-gc.com
www.k2-gc.com

17. APPENDIX – Hands-on

18. Assignment
• List your targeted industries
• Make a list of everyone within the
organization who may be a touchpoint in
the sales process
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19. Assignment
Outline the key business benefits of your
product/technology/solution/service
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20. Assignment
Provide three benefits per person within
the buying chain
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21. Assignment
Break the roles down into real
people
Define the top three personas to
whom you
think you are selling based on
industry, role, and product benefits
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22. Assignment
22
Write 3 key points about
what your technology
DOES for each of your
target personas.
What is most
important to
them?
What problems
your
technology
solves for
them?

23. THE END RESULT
A written messaging document that
clearly defines the benefits of your
products/technologies/solutions for
each of your key target audiences that
your entire organization can use
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