Answer what buyers want in a way that connects.
Many B2B companies could improve how they present themselves to their audiences.
The issue? Firms talk too much about how their products and services work, rather than communicate the problems they solve, and saying so in language and content that moves buyers to action.
Between competition, short attention spans, and the impact of the pandemic, getting your brand narrative right — creating messages that are different, relevant, and personal — is more important than ever.
Are you certain the next marketing message you send is relevant?
- If invigorating sales is your top priority…
- If you’re worried about getting the response you want for your marketing spend…
- If your marketing and sales teams aren’t aligned the way they should be…
- If you’ve never properly honed your company’s value to customers…
Now is the perfect time to re-examine and re-vitalize.
With our phased Brand Positioning & Messaging Roadmap, Element-R Partners designs and craft messages that resonate for B2B businesses. Your priority is your business. Ours is to critically assess what’s being said, and how well it hits buyers’ hot buttons.
Related article: Why Messaging is Your Most Important Job (and How to Improve Yours)
Results
See how we apply buyer insights to create more relevant and remarkable communications for our clients.
RELATABLE
From a typical, staid tradeshow booth, to drawing visitors with eye-popping, relatable problems solved by Mediafly.
Go bold! Evolved Selling™ software maker Mediafly offers a sophisticated content management and sales enablement solution to organizations worldwide. To really make a statement at its channel partners’ annual conferences, Dreamforce and Sapphire, Mediafly nixed the typical descriptive booth copy, instead drawing visitors in with bold problem statements its audience could relate to.
Together with design partner DoubleTake Design, Element-R developed channel partner messaging and several alternative creative concepts for the booth. We couldn’t have been happier that Mediafly selected this unusual and compelling way to present itself. Traffic was steady at the booths as visitors walked up to say, “can you really solve that problem for us?” The creative concept continues to be used successfully to bring attention to Mediafly’s many capabilities – proving that B2B marketing doesn’t have to be boring!
RENEWED
From an outdated, text-heavy website to a vibrant new presence deserving of all the storied Sonia Shankman Orthogenic School (O-School) offers to literally change students’ lives.
To meet a changing world of special education with funding and competitive challenges, the O-School needed to reacquaint its many publics about the organization’s mission and capabilities.
Interviewing staff and multiple influencer groups, Element-R developed a “messaging playbook” that served as the basis for all aspects of its external communication to encourage student enrollment and support funding. The backbone of this effort were two new websites, www.oschool.org and www.bw-center.org, creating a cohesive presence for the School in all of its materials, and bringing it into the 21st Century.
REINVIGORATED
What do people really care about when choosing an Independent Living facility? Many don’t want to live in a resort. See the warm family environment at Three Crowns Park.
When the nation’s oldest senior living community in the U.S. needed to reinvigorate its marketing, Element-R Partners helped Three Crowns Park play to its strengths in a crowded marketplace.
Through a deep dive with residents and staff, we developed messaging that appealed to retirees who don’t want to live in a cold institution or ritzy resort/hotel setting. The new website faithfully presents this welcoming and close-knit community of friendship and relaxed, suburban style living.
RETHOUGHT
From a basic, descriptor website to one that showcases a consultative and collaborative approach to AV and event staging for Stage Right, Inc.
All high-end professional AV and event staging companies show off their best events to attract prospects. Stage Right, Inc. needed to revitalize its digital doorstep and deliver key differentiators.
Element-R created a new, from the ground up website that made the company stand out on two fronts. First, instead of simply showing off glitz, we organized and showcased its capabilities by category, allowing prospects to identify and pair their challenges with a clear solution. Second, we branded and spotlighted the company’s proprietary planning protocols, now known as StageCraft™. Stage Right, Inc. has a modern, responsive site that places its distinctive competencies out front.
REPOSITIONED
Speak with the right authority and the target will listen … introducing a breakthrough in personal medicine for Genelex.
In the early days of personalized medicine, few people understood the new science of pharmacogenetics – how medicines interact with an individual’s genes, often causing avoidable side effects. YouScript software by Genelex (now owned by Invitae) was a pioneering technology giving physicians detailed input on these interactions for the benefit of patients.
To gain industry media attention for the relatively unknown company, Element-R recommended a purely educational webinar for the media only. Delivered entirely by an M.D., the webinar effectively informed editors and reporters about the topic – with a bonus: several covered the burgeoning science and the company’s leadership in feature-length articles.
REVEALING
A product launch event that shows off customers… to each other? “Best corporate event ever attended” for USG.
Demanding an innovative departure from predictable product introductions, USG tapped Element-R to help unveil new, patented technology.
We created a high impact event for industry leaders by an industry leader, using several non-traditional elements to make the launch distinctive:- Keynote speaker Daniel Libeskind, famed international architect
- Held at the Milwaukee Art Museum’s Quadracci Pavilion, a venue with both architectural and construction interest
- Directly involving guests by showing their own innovative projects in a Showcase Art Gallery; facilitating interaction throughout the evening
- Limiting technology introduction time to a 20-minute presentation by USG
Approach
To guide marketing strategy as a whole and market effectively to your targets on their buying journey, Element-R works closely with your team and gets to know your customers first.
Listen…
To your story
To your buyers
Know…
What buyers care about; where they go for information
Re-define your strengths and value
Engage…
With the right messages
On the right platforms
At the right time
Through R-Map, we plot your course to establish relevance between you and your prospects and customers.
R-MAP Strategic Planning
Our R-Map Planning and Messaging process helps pinpoint, then deliver on what your buyers really care about. Through it and your team’s institutional and competitive thinking, we compile an expansive set of fresh sales positioning and messaging that moves your marketing and sales forward.
There are no cookie-cutter marketing plans with Element-R. We’re thorough. Our team taps yours to uncover and then apply the nuances about your business that usually only exist in the owner’s or management teams’ minds.
Rather than quick fixes and short-cut tactics, our recommendations are customized to exactly what we believe you need most, allowing us to focus first and then be fluid as your needs or early results dictate.
Services
Taking a hard look at the state of your marketing can be overwhelming. We know this rodeo. Use our experience to assess your business challenges. We know where to start and how to shape a successful effort to reach your goals through our comprehensive services.
- Strategic Planning
- Brand Positioning and Messaging
- Content Marketing
- Lead Generation/Lead Nurturing Programs
- Website Content, Design & Programming
- Branding & Logos
- Graphic Design Services
- Email Marketing
- Social Media
- Public Relations & Speaking Engagements
- Collateral & Sales Tools
- Advertising (PPC, Online & Print)
- Trade Shows & Events
Relevant Messaging Wins
Stand out from the crowd with every communication.
Message us! Email us, or give us a call at (847) 639-8300
Co-Founder
susan@rurelevant.com (847) 639-8300
Bob Reed
Co-Founder
bob@rurelevant.com (630) 579-1770
