Yvonne Tocquigny manages creative brand strategy, messaging, and marketing implementation for YTBG. A nationally respected branding specialist, Yvonne was recently named to FierceCMO’s annual list of “Women to Watch” in B2B marketing. She was the founder and CEO of Tocquigny, an internationally recognized digital advertising agency, which she sold in 2015. In addition, Yvonne is a marketing/branding columnist for the Austin Business Journal and a frequent presenter at top industry events such as BMA, the largest B2B marketing conference in the world. She has been invited to judge the national finalist Effie awards in New York for three years running. Yvonne is also a founding partner and mentor at The Capital Factory, an Austin incubator for startup companies that draws business talent from across the country.
Of all her accomplishments, Yvonne is most proud of her two grown children. She loves to entertain, is obsessed with cooking, and has written and illustrated four cookbooks — thus the need for her other passion in life, lots of exercise.
Use these steps to create a “message framework”, for consistent selling to customers, employee recruitment and communicating with the press and industry insiders.
B2B companies tend to all say the same things. They use a limited vocabulary of terms that end up sounding like what I call “marketing gobbledy-gook”.