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.