How to Solve Fragmented Messaging Across Industries

Go-to-market teams struggle to craft compelling value propositions that resonate across different industry verticals. This fragmented messaging creates generic, watered-down content that fails to address each industry's unique challenges and needs. Marketing campaigns underperform, sales cycles drag on, and revenue growth stagnates - classic symptoms of GTM Bloat. A GTM AI Platform efficiently generates highly-targeted, industry-specific messaging at scale. The right GTM AI strategy helps teams achieve the GTM Velocity needed to win in today's competitive landscape.

How to Solve Fragmented Messaging Across Industries

Go-to-market teams need to adopt two key workflows:

• Account Research gains deep insights into each target account's industry-specific needs
• ABM Asset Creation generates personalized content and campaigns tailored to each vertical

These workflows help teams develop a nuanced understanding of each industry they sell into and create relevant content that drives meaningful engagement. Companies break free from generic messaging and start connecting with prospects on an industry level.

Account Research (part of ABM Package)

The Account Research workflow uncovers critical insights about target accounts and their industries. It analyzes a company's website and other publicly available data to generate detailed reports on the account's strategic initiatives, pain points, and competitive landscape.

Inputs Needed:

• Company's URL

What the Workflow Does:

• Step 1: Crawl and analyze the company's website to identify key themes, messaging, and initiatives
• Step 2: Scan industry publications, analyst reports, and competitor sites for relevant trends and insights
• Step 3: Generate a comprehensive report on the account's needs, challenges, and opportunities
• Step 4: Provide recommendations on how to align your value proposition and messaging to the account

This deep level of account and industry intelligence helps go-to-market teams craft laser-focused content that speaks directly to each prospect's unique context. It eliminates generic one-size-fits-all messaging.

Example in Action: A supply chain optimization solution seller uses Account Research to discover that manufacturing prospects focus on reshoring initiatives, while retail prospects prioritize last-mile delivery. These insights create highly relevant content for each vertical.

ABM Asset Creation (part of ABM Package)

The ABM Asset Creation workflow generates highly-personalized content and campaigns at scale using rich insights from the Account Research workflow.

Inputs Needed:

• Data from account research
• Data from contact research

What the Workflow Does:

• Step 1: Create a tailored landing page that highlights your solution's industry-specific benefits
• Step 2: Generate a series of targeted advertisements that align with the account's key initiatives
• Step 3: Produce personalized event invitations and email copy that speak to the prospect's top challenges
• Step 4: Develop industry-focused case studies, whitepapers, and other sales enablement assets

This workflow automates the creation of account-based content, helping teams maintain consistency in their industry messaging across every customer touchpoint. Sales and marketing create a cohesive narrative.

Example in Action: Using insights from Account Research, ABM Asset Creation generates a manufacturing-specific landing page highlighting supply chain resilience, along with a retail-focused page on optimizing e-commerce fulfillment. Each asset addresses the industry's distinct needs.

Putting Them Together

These workflows combine to provide deep industry and account insights that fuel hyper-relevant content creation.

Together, they help go-to-market teams:

1. Understand an industry's unique needs and an account's specific challenges
2. Craft targeted value propositions that align your solution to those needs
3. Generate personalized content and campaigns that resonate with buyers in each vertical
4. Accelerate deal cycles by proactively addressing industry-specific concerns and objections

Why Copilots Aren't Sufficient

AI copilots generate high volumes of general content but often lack the ability to capture and apply nuanced industry insights. Copilot-generated content tends to be generic and disconnected from an account's true needs without structured inputs and purpose-built workflows.

Copilots don't maintain consistent messaging across departments and customer touchpoints. This creates a disjointed buyer experience as prospects move from marketing to sales.

Looking Ahead

Centralizing industry-specific insights and content improves alignment across go-to-market teams. Sales uses the same industry intelligence that informs marketing campaigns. Product teams prioritize features that address common pain points in key verticals. Customer success tailors onboarding and support to an industry's unique needs.

The result is a cohesive go-to-market engine that understands and resonates with each industry it serves. This drives sustainable growth in an increasingly competitive B2B landscape. Copy.ai's GTM AI Platform helps go-to-market teams achieve the GTM Velocity needed to outpace the competition.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• How AI is Transforming B2B Sales with Morgan J Ingram: Learn how AI-powered tools like conversation intelligence are revolutionizing the way B2B sales teams engage with prospects and close deals faster.
• Building Lasting Customer Relationships with Samantha McKenna: Discover proven strategies for cultivating strong, enduring relationships with your customers by delivering consistent value across the entire customer lifecycle.
• Sales and Marketing Alignment: The Key to Unlocking GTM Velocity: Explore why tight alignment between sales and marketing is critical for go-to-market success, and learn practical tips for fostering greater collaboration between these two functions.

Ready to see how Copy.ai's GTM AI Platform can help you achieve breakout growth? Book a demo today and discover how our AI-powered workflows can transform your go-to-market engine.