Market research can be time consuming, but since we focus exclusively on your market we develop insights that only come through this deep specialization. This enables us to deliver faster and better for you.
Marketing and Demand Generation Strategy
Companies in the human capital and sales enablement industries tend to be smaller and don’t have the resources or expertise to develop effective marketing strategy. Often our clients have an idea about their strategy, but it is in the head of the founder or CEO. The strategies are often incomplete, missing important details that will influence the organization’s ability to execute.
Positioning, Messaging & Branding
Working with you, we triangulate the perspectives of your customers, your competition and your leadership to identify the pains customers turn to you to help solve, your approach to solving these problems, and what makes you unique. Once this is done, you can align other aspects of your business such as your logo and tag line, website, recruiting, new hire onboarding and management training.
We’ve studied hundreds of buyers’ journeys and know how they use websites to source and qualify providers. Your website must establish relevance and credibility at a glance and enable buyers to effortlessly find the information they need to consider you. If it doesn’t, then the buyer will hit the “back” button and find someone else who they think is a better fit.Beyond first impressions, the buyer’s journey, and brand, our writers will ensure your website’s messaging reflects your point of view on important issues – and that the look and feel are first class.
We have written over one thousand articles and created countless content pieces for companies in the human capital and sales enablement industries. Over this time, we’ve learned to create content that resonates best with buyers and to work with your subject matter experts (SMEs) to ensure the content reflects their point-of-view on a topic, and we’ve perfected the power of “content leverage” to wring every ounce of value out of your content creation efforts.
We keep you top-of-mind in your market and make you the star while you carry on with what you do best – leading your firm and serving your clients.
Integrated Demand Generation Campaigns
Integrated demand generation campaigns are turnkey and leave nothing to chance. We make it easy for you to execute and get an outstanding return on your investment.
We help you to identify the accounts that are the best fit for you to pursue, identify the key players in those accounts, and research their position and objectives to focus on relevance to your capabilities. We then help you create content that will resonate with these prospects and a series of activities to get your message in front of them on a regular basis.
Digital Advertising & Search Engine Optimization
In situations where you can’t wait for your organic search ranking for important keywords to improve, you will need to buy advertising. We have a team of certified professionals to help you buy ads and design creative copy for Google, Linkedin, Twitter and Facebook. They can also help you implement remarketing campaigns – so ads follow your prospects around the Internet creating better brand awareness and, eventually, clicks.
We take care of all the stuff creative so ads capture the attention of your audience, and then work with you to optimize your website and landing pages to convert as much traffic as possible to leads.
Trigger Event and Predictive Marketing Programs
We help you identify trigger events and signals that indicate a need for your services. We do this by drawing on our extensive buyer research and augmenting it by analyzing several of your recent wins and losses. Common triggers include new leadership, new strategy announcements in earnings reports and analyst presentations, significant legal or regulatory changes, and rapid growth. We can also include surge data from data providers such as TechTarget, Bombora, TrueInfluence and The Big Willow. Trigger event and predictive marketing programs often move faster to close since there’s an active initiative in the client to buy. When done right, these programs deliver an incredible ROI.
Marketing Department Outsourcing
Once clients start working with us, it becomes clear that it is more cost effective and impactful to outsource their entire marketing function to us. They’re tired of futzing around with marketing that isn’t working, and they recognize that we have the resources and expertise that they don’t. It’s simply better for them to focus on what they do best and outsource the rest.
When we work with you in this capacity, we always start with a strategy you approve so we’re all clear about the business objectives, and the activities and resources needed to achieve those objectives. Then, you will have an experienced account manager to coordinate the effort on our side to get the work done as scoped. You can check in with your account manager as often as you like, but you will have a formal progress meeting scheduled every two weeks to ensure that everyone is informed, and that everything is on track.
We are experts at developing marketing automation strategy and implementing marketing automation processes and software that makes your marketing more efficient and more effective. The software enables you to schedule and manage all of your key activities in one central location. Imagine a single platform to execute your inbound and outbound marketing activity, such as your contact database, email marketing, social media, marketing content assets right through to managing your sales opportunities and accounts.
While marketing automation makes you more efficient, it also makes you more effective. It captures all of the interaction data with a client so you know what they’ve read, what they’ve done, and how to better position your value based on their needs.
While the thought of implementing marketing automation can be daunting, we are experts that do this all day every day. In many cases, our clients outsource their marketing function to us and marketing automation makes it easy and transparent to execute. For more information about how we can help you with marketing automation, please contact us.