Corporate and field marketers responsible for specific verticals, regions and market segments face a unique challenge: How do you translate corporate thought leadership and educational content to address the specific information requirements of customers, partners and influencers?

We sat down with the latest #MarketersDoBetter featured marketer, Natalia Kossobokova, Director of Marketing and Communications at SES Government Solutions, a wholly owned subsidiary of the world’s largest satellite company, to discuss the challenges marketers face in field and vertical environments.

Here are Natalia’s top three tips to translate corporate messaging:

• Understand the needs of your particular customer. Know their pain points so you can take a solutions approach with content. 
• Speak in your customer’s language. Many markets, such as the public sector, use unique terminology that should appear in your content. 
• Be passionate about your customers and how your company can help them solve a problem and be more successful.

Check out GovSatReport, the innovative, vertical market oriented content program Natalia runs for SES Government Solutions here.

Be on the lookout for video of our interview with Natalia, available on Modern Marketing Today later this month.  

If you’d like to check out some more resources in the meantime, view more #MarketersDoBetter stories of marketer triumph here. And join the Modern Marketing Today LinkedIn group to participate in the online discussion and engage with your peers.