The last time the B2BMX team caught up with Tamsen Webster was at the 2020 B2B Marketing Exchange in February, just weeks before the COVID-19 outbreak forced us to quarantine, work from home and of course, cancel events. During the show, Tamsen delivered an energetic keynote address about building messages people say “yes” to. Though the marketing world (and the rest of the world) has been turned upside down, the need for relevant and enticing messaging remains, but many marketers are struggling with how to approach it as they tread through unchartered waters.
“The messaging should be less about ‘Hey, here’s what we do and here’s how we can help’ and more about ‘Here’s how we are looking forward and making sure the things that we’re supplying to you are going to continue to be there,” Tamsen said.
In this exclusive interview, Demand Gen Report’s Senior Content Strategist Alicia Esposito and Tamsen discuss the impact of COVID-19 on the B2B industry, as well as:
- Why now is the time to revisit your core brand story;
- How to pressure test your messaging; and
- How to improve the delivery and impact of the spoken word.