The Message Map is a system for helping organizations clarify, articulate and organize their marketing messages at scale. When multiple teams collaborate to create a shared set of messages and use them consistently, the result is higher customer satisfaction and retention. Backstory's Message Map framework, course and Software as a Service (SaaS) product will guide you through the process of creating clear, concise, consistent marketing messages and matching them to the right audiences.
A marketing message describes a benefit a customer receives from buying your offerings. Also known as value propositions, unique selling propositions or benefit statements, well-crafted marketing messages simply state why customers buy.
You should inform your marketing messages by having in-depth conversations with real customers to understand and empathize with their perspectives. Your team can continue refining and adding to them as you learn more.
Brand messages span audiences and offerings. They communicate the value your company provides at a high level for a general audience. The job of a brand message is to pique a prospect’s interest, confirm that you’re a viable candidate to do the job and motivate them to learn more.
Product-specific messages communicate the features, advantages and benefits (FABs) of your products for specific customer segments or audiences.
According to marketing guru Geoffrey Moore, customer segment is a group of people who buy for the same reasons and talk to one another. In other words, a customer segment is a community of like-minded people.
Using the Message Map system will help your teams match the right marketing messages to the right customers and stakeholders. The right messages reflect the unique needs of audiences who benefit from your products and services. Having a shared set of messages creates more alignment across your marketing, sales and customer success teams, and improves customer satisfaction and retention.
When you consistently communicate the right messages to the right audiences, you live up to customer expectations and create long-lasting customer relationships.
Each section of the Message Map starts with an Ideal Customer Profile or ICP. An ICP describes the types of companies or organizations that value our products, services and solutions (also known as "offerings").
Customer personas describe the types of individuals who participate in the group buying decision within each of your ICPs. These personas define who they are, what they want and what’s in their way and typically fall into one of these three groups:
Our Message Map aligns your value propositions or "messages" to each of your audiences in a clear, concise, repeatable way.