Gaining Control Over Brand & Messaging in the CPG Industry

July 26, 2019

The consumer packaged goods (CPG) industry is becoming increasingly competitive, with more brands and products being introduced all the time. Additionally, the distinction from one brand’s product to another’s are minimal. It’s easy to get caught up in the shuffle and become “just another” brand; however, getting a grasp on messaging and keeping it consistent across your organization can make all the difference.

How can CPG marketing and sales teams position their brand in an innovative way that puts them ahead of the competition?

The challenge for CPG companies

With a high rate of scale, consistent branding and messaging are imperative for CPG companies. However, this fast growth also makes it more difficult to stay on top of the latest changes and ensure content is up to date and relevant. Over half (59%) of marketers find it difficult to personalize content at scale while still building an emotional connection. 

Buyers expect sales representatives to understand their industry and specific needs when they sit down for a conversation. CPG sellers need to address these points while still communicating their distinct brand voice and mission.
 
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Handing the keys over to marketing

The key to differentiating from competitors in the CPG market is to offer personal, innovative, and compelling experiences for buyers through content that stands out, is relevant, and directly focuses on buyer needs. This means giving your marketing team control over branding to provide buyer experiences that resonate with a central point of truth. 

Salespeople know customers. Marketers know branding and content. In order to create compelling, customer-centric content, the two teams need to work together. But that’s easier said than done.

Using one solution that both sales and marketing teams use for creating, storing, and updating content spurs collaboration by nature. Sellers can offer their feedback, and marketers can make updates as needed in real-time, ensuring sales reps only have access to content that they know is current, compliant, and on brand. Salespeople also save time in tracking down the content they need, allowing them to focus on developing customer relationships and providing the best buyer experience possible. 

Such solutions also provide integrations with other sales tools, like CRM, marketing automation, email, social selling, and more. With one platform, sales and marketing can truly work in harmony.


It’s vital for CPG organizations to have control over their branding and messaging in customer conversations, and that from rep to rep that messaging is consistent. Sales and marketing alignment saves time, increases efficiency across your organization, and creates a more meaningful relationship with buyers. Learn more.

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