Taking complex lead generation to the next level
The messaging matrix is a strategy and a set of tactics with one purpose — engage a target prospect in the most efficient and productive conversation, as measured from both perspectives. It is applied at the campaign level and involves a series of steps. Rigorous testing, continuous improvement, mock calling with the client and detailed feedback sessions are all part of the process. The goal is to keep iterating and improving until results are being met.
Looking to incorporate value-centric messaging in your matrix? Take a look at our Marketing Growth Initiative for a highly effective approach to centering your messaging and strategy.
Establishing a messaging matrix is a process that entails several steps, which we have outlined in a helpful e-guide below.
The messaging matrix is not intended to be a static document. This is a defined process that evolves over time, allowing for continuous improvement in your conversations, voicemails, blog articles, email messages, and yes, lead rates.
Frantz Group utilizes the messaging matrix process in many of our marketing programs. When programs have integrated campaign elements between inbound and outbound marketing, the messaging matrix serves as a messaging guide between the various tactics being run, helping ensure that topics discussed are phrased in a manner that is not only effective in conversation and voicemails, but also allows your prospects to quickly find your organization on the web and identify you as a subject matter expert on the topic. Integrated messaging is a fantastic approach to improving your website SEO, and with ready validation through an outbound program, you ensure that the messaging that you’re emphasizing is actually resonating with your audience.
Segmentation plays an important role in defining the messaging matrix, whether it be by industry, job title, company size, or installed products, there are many subtle changes to how best to approach a prospect. The pain points for these prospects will vary considerably, some industries will be feeling regulatory or market pressures, SMBs facing growing pains related to the simplicity of their infrastructure, while also delineating subtle differences between departmental concerns.