B2B MESSAGING
B2B Messaging: turn your expertise into a clear message.
Defensible positioning. A testable value proposition. A narrative your sales team can repeat without creating misunderstandings — and that prospects grasp the first time.
TL;DR
Fast Growth Advisors helps European B2B startups build their messaging. The problem: unclear messaging lengthens sales cycles, blurs differentiation, and slows expansion. The method: a structured messaging framework in 4 to 6 weeks — defensible positioning, testable value proposition, repeatable commercial narrative. Every claim is backed by evidence. The first deliverable — the Point of View — is operational from week two.
THE PROBLEM
Why is B2B messaging so hard to get right?
B2B messaging is the problem nobody wants to see. Not because it's invisible — because it's everywhere, and you end up getting used to it.
When a sales rep adapts the pitch for every meeting, that's a messaging problem. When the website says one thing and the sales deck another, that's a messaging problem. When prospects ask "but what do you actually do?" after your demo, that's a messaging problem.
The cost is rarely dramatic. It's diffuse. And that's what makes it dangerous.
SYMPTOMS
What are the signs that your B2B messaging isn't working?
Your sales reps adapt the pitch for every meeting.
They improvise because there's no clear framework. Result: inconsistent messages and shifting promises.
Prospects confuse your offer with the competition.
Your differentiation isn't perceptible. You're "another one" on the shortlist, and price becomes the only criterion.
Your website no longer reflects what you actually do.
The product has evolved, the market too, but the messaging still reads like the first investor pitch.
New hires take months to master the pitch.
Because there's no reference document. Everyone learns by imitation, with all the drift that entails.
CONSEQUENCES
What are the concrete consequences of unclear messaging?
Sales cycles get longer.
Prospects don't understand the difference. They ask for extra demos, references, time to "think about it." Every extra week is cash burning.
International expansion stalls.
What worked in France doesn't translate. Local sales reps don't know how to pitch. Each new market feels like starting over.
Qualified leads disappear.
Marketing generates traffic, but the message doesn't resonate. Prospects leave without understanding what you do.
The ecosystem can't position you.
Partners, integrators, investors — nobody can explain what you do. You don't exist when shortlists are built.
DEFINITION
What makes B2B messaging good?
The difference between good and bad messaging isn't style. It's testability:
It holds in a client meeting.
Not just in a brainstorm. In a real conversation, facing a sceptical prospect.
It differentiates where you genuinely outperform.
Not on a theoretical battlefield. On what you deliver today, better than the rest.
It's repeatable across the entire organisation.
Marketing, Sales, CS, leadership. If everyone tells a different story, you have an alignment problem.
THE FRAMEWORK
How do you structure a Point of View in 4 sentences?
The Point of View is the ultimate test of clear messaging. 4 sentences. 30 seconds. If your CEO, VP Sales, and CMO don't tell the same story, the problem is right there.
The POV is structured around 4 answers:
1. Who are you? — Your identity in one sentence. Not your mission statement. What you are, for whom.
2. What do you offer? — Your offer as a client benefit. What the client gets, not what you do.
3. What differentiates you? — Your defensible advantage. The one competitors can't claim.
4. What value do you deliver? — The measurable outcome. Not a vague promise — a verifiable result.
Most startups can't do this exercise. The POV is the first deliverable of every Fast Growth engagement. Validated, tested, and usable from week two.
Does your messaging hold up? Take the test.
6 questions, a free-form pitch, and an AI analysis of your website.
4 minutes. A diagnostic you won't find anywhere else.
Avant de commencer
On a besoin de savoir à qui on parle.
, tes commerciaux peuvent-ils pitcher de manière cohérente, sans improviser ?
Demande à trois d'entre eux séparément. S'ils ne racontent pas la même histoire, c'est un problème de messaging, pas de personnes.
Une nouvelle recrue peut-elle expliquer ce que fait dès sa première semaine ?
Si le onboarding prend trois mois avant qu'un sales sache quoi dire, le messaging n'est pas documenté. Il est oral.
Le site web de dit-il la même chose que vos commerciaux en rendez-vous ?
Le désalignement site/sales est le symptôme le plus courant d'un messaging construit par sédimentation.
Le messaging de fonctionne-t-il à l'international sans refonte ?
Traduire n'est pas adapter. Un messaging solide traverse les marchés. Un messaging fragile casse à chaque frontière.
Tes prospects comprennent-ils réellement la valeur que délivre ?
Si tes deals se gagnent sur le prix plutôt que sur la valeur, le messaging ne fait pas son travail.
Les analystes IT — Gartner, Forrester, IDC — savent-ils parler de et de votre offre ?
Si les gens qui cadrent votre marché ne savent pas vous positionner, vos prospects non plus.
, décris en quelques lignes.
Comme si tu devais l'expliquer à un prospect qui ne te connaît pas. Pas de bullet points, pas de jargon corporate — juste ce que vous faites et pourquoi ça compte.
Où envoie-t-on l'analyse ?
On va te préparer un diagnostic détaillé. Utilise ton email pro — c'est plus sérieux, et nous aussi.
Email pro uniquement. Pas de Gmail, Outlook ou Yahoo.
Analyse en cours...
Analyse du messaging en cours...
METHOD
How does Fast Growth build a messaging framework?
We don't start by looking for a catchy phrase. We start by understanding what's actually happening. Four steps, 4 to 6 weeks:
1. Diagnostic.
Audit existing messages — website, decks, sales emails. Interview Sales and CS. Analyse won and lost customer conversations. Identify inconsistencies, real differentiators, and unkept promises.
2. Positioning clarification.
Who you serve, what problem you solve, why you. Deliberate choices, with explicit limits. Positioning is an act of letting go — that's what makes it useful.
3. Framework build.
Testable value proposition. Structured commercial narrative. 4-sentence POV. Evidence mapped to every claim. Documented, versioned, ready to deploy.
4. Activation.
Deployment across priority channels. Team training. Adoption tracking. A framework in a drawer has zero value — we make sure it gets used.
DELIVERABLES
What are the deliverables of a B2B messaging engagement?
Point of View (POV).
Who you are, what you offer, what differentiates you, the value you deliver. 4 sentences. 30 seconds.
Complete Messaging Framework.
Positioning, value proposition, differentiators, evidence. The reference document from homepage to sales pitch.
Commercial narrative.
The story your sales team tells, from first contact to close. Consistent, adaptable, aligned with marketing.
Claim files.
For every key claim: validity conditions, limits, evidence, formulations to avoid.
Operational roll-out.
Homepage copy, product pages, elevator pitches, objection handling. Ready to deploy.
TESTIMONIALS
What our clients say
"Hervé is among a select group of professionals who combine deep knowledge of international markets, hands-on experience in tech business development, and a sharp sense of customer satisfaction."
CMO
"Michel has a remarkable ability to step back and adjust his messaging — navigating skillfully in the hyper-connected world of web 2.0."
Managing Director - Consulting
WHO WE SERVE
Who is a B2B messaging engagement for?
Fast Growth works with B2B startups and scaleups that have outgrown the improvised stage.
You have a product that works, customers who pay, a team that's growing. But something's off in the way you describe what you do.
The criteria:
- B2B startup or scaleup based in Europe
- Series A or beyond (raised more than €3M)
- Ready to make choices (messaging means letting go)
- Looking for a lasting framework, not a cosmetic refresh
Ready to sharpen your message?
Clear messaging isn't something you declare. It's something you build. And it's built better when you start from what's true.
We start with a conversation. Not a 47-slide audit. Just a discussion to understand where you stand.
Book a messaging diagnosticFAQ
Frequently asked questions about B2B messaging
What is a B2B messaging framework?
A reference document structuring everything your company says to the market: positioning, value proposition, differentiators, claims, and evidence. It aligns Marketing, Sales, and leadership around a coherent, defensible narrative.
What is a Point of View (POV)?
The ability to explain in 4 sentences and 30 seconds: who you are, what you offer, what differentiates you, and the value you deliver. The first deliverable of every Fast Growth engagement.
How long does it take?
A complete framework takes 4 to 6 weeks. The POV is delivered by week two. Includes diagnostic, positioning, framework build, and team activation.
Messaging vs branding?
Branding covers visual and emotional identity. Messaging covers what you say, to whom, and why they should believe you. Fast Growth works on messaging: defensible claims backed by evidence.
Is a messaging framework useful for international expansion?
Yes. A well-built framework is universal in structure. Only the localisation changes. Local teams can pitch consistently across every market without starting from scratch.