Choose a marketing pitch around the audience and channel
A marketing pitch explains why an offer may be relevant to an intended buyer. Its job is to make the audience, proposed use and reason to investigate clear. A persuasive message does not establish that a prospect has the problem or is ready to buy.
The marketing pitch examples below are fictional. They illustrate different ways to organise a message, not verified customer results or The Sales Arc’s product capabilities. Use only facts you can support when adapting them.
A problem-focused message
“When approval requests move between teams, it can be difficult to see who owns the next action. Our shared queue records the request, owner and status in one place. See how the workflow handles an overdue request.”
This example names a situation and a capability. It suits a product page or a short demonstration invitation when the intended audience recognises the issue.
For direct outreach, ask whether the issue exists rather than presenting it as a fact about the recipient. Public research can suggest relevance, but it does not replace the customer’s account of their work.
A message about a proposed future workflow
“Review outstanding requests by owner and status before your weekly operations meeting, rather than assembling the list from separate email threads.”
This fictional wording explains a change in the task. It should be used only if the offer supports that workflow. Explain the setup and data requirements elsewhere in the material where they affect the buyer’s assessment.
A proposed workflow is not a guaranteed outcome. Adoption, data quality and responsibilities can affect whether it works as intended.
A message supported by a customer case
When a suitable approved case exists, name the task, the change made and the documented result. State the measurement period and the relevant conditions. Keep a source available for the claim.
A drafting prompt is: “The customer changed this process using this capability. The measured result covered this period. Read the case for the implementation details and limitations.” Replace those prompts with verified information before publication.
If no appropriate case exists, use a demonstration or labelled illustration. Do not create a quotation, customer identity or performance figure to make the pitch appear more established.
A message about cost and value
“Compare the current reporting workload with the proposed workflow, including setup, review and maintenance. Use your own inputs to estimate whether the change is worthwhile.”
This invites an evaluation instead of supplying an unsupported saving. A financial model needs a baseline, time period, costs and assumptions that the buyer can inspect.
For example, an average breach cost cannot be treated as an annual saving from buying a security product. The likelihood of an incident and the product’s actual effect remain separate questions. Do not convert a risk statistic into a guaranteed return.
A message based on an observation
“Your public support page lists several routes for submitting requests. How does the team bring those requests together for review?”
Use this kind of opening only when the observation is accurate and relevant. It identifies something visible and asks about the process; it does not claim the organisation has a hidden problem.
Give the recipient room to explain that their existing approach works. If the answer changes the apparent fit, change the conversation rather than forcing the original pitch.
Adapt the message to where it appears
A landing page can explain scope and supporting evidence. A short email needs enough context for the recipient to understand why it was sent. A live conversation allows questions and correction.
Keep claims consistent across those formats. A short headline should not promise a result that the detailed page later qualifies away. Make material limits visible where they affect the decision.
Choose a next step that fits the audience’s current question. That might be viewing a workflow, reading a case or discussing a requirement. A discovery meeting is not the necessary next step for every reader.
Review the message before testing it
Check that the pitch identifies the intended audience and a real capability. Remove unsupported numbers, broad superiority claims and assumptions presented as customer facts.
Ask a reader unfamiliar with the offer to explain what they think it does. If they infer a guarantee you did not intend, revise the wording. The value proposition slide guide provides a structure for making the claim and its evidence clearer.
Evaluate responses without overinterpreting them
Track outcomes relevant to the channel and purpose. A click shows interaction with a link; it does not establish a qualified opportunity. Inspect the questions and responses that follow.
When comparing message variants, account for differences in audience, timing and distribution. A small or unrepresentative sample is a reason to keep uncertainty visible, not to declare a winning formula.
Keep the useful message and revise what misleads
A good marketing pitch gives the right audience a clear reason to investigate. Retain wording that accurately explains the offer and helps people assess relevance.
Use feedback to clarify the message, including cases where the offer is not a fit. For spoken introductions and buyer discussions, the business pitch examples show how to carry the explanation into a conversation.
