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Marketing

High-performing companies treat marketing as a discpiline to drive growth, efficiency and predictability. It shapes how the market perceives your proposition, primes buyers before the sales team ever engage, and provides the insight and demand needed to grow better and faster with your existing resources.

Why this is important

  • Shorter sales cycles – sales conversations are easier and faster if prospects clearly understand how your product or service helps solve their issue or otherwise adds value
  • Predictable, qualified demand – creates a steadier stream of interest from your Ideal Customer Profile (ICP) across market segments
  • Raises seller confidence – compelling, differentiated and clearly articulated value propositions help sales reps to converse with confidence, consistency and credibility to increase conversion rates

How to Grow Better and Faster

Foundations - ICP, Value Proposition and Plan

  • Define and segment the ICP and develop personas
  • Build a narrative – create value propositions based on customer and prospect pain and opportunity, differentiated against the competition. Test with sales and customers
  • Author a marketing plan  – with a roadmap and proposed budget, stipulating how ROI will be measured for each activity

Execute

  • Create key content – to include messaging guide, pitch deck, website narrative, case studies, competitive differentiation points and nurture sequences.
  • Deploy – against the buyer journey, execute organic and paid search, other ads, partnerships and other actions, each measurable
  • Support the sales team – with messaging, training, objecting-handling – and seek regular feedback about what’s working well

Measure and Optimise

  • Jointly define KPIs with sales, to include lead quantity and quality, conversion rates and cost per opportunity
  • Attribute campaign performance to pipeline and revenue so you can measure what’s working and cut otherwise
  • Review progress monthly / quarterly and evolve campaigns to ensure continuous ROI improvement

Case Studies

Introducing marketing effectiveness at a B2B industrial products provider

An industrial products provider had a ‘reasonable’ marketing budget and an enthused marketing team. On closer inspection spend was based on ‘what we’ve always spent’ and there was neither a plan or any formal measurement of effectiveness.

We supported the introduction of a comprehensive marketing plan that started with ICPs and an understanding of how best to engage with each customer (prospect) segment.  A criterion for each proposed spend area was the team’s ability to measure effectiveness (whether directly correlated to revenue or minimally to leads), enabling marketing to justify many activities and reduce or cut others.