Strategy is essential to the success of a marketing program. Yet, many marketers operate without one. It’s not enough to combine tactics with the latest marketing trends. You need a strategy to know where you are going and what makes for a successful journey.
There are four building blocks to a winning marketing strategy:
- Segment your audience. You know the key players and markets you’re going after. Now, it’s time to group your audience into segments. This allows for personalized messaging and rich measurement.
- Get inside your audience’s head. Your buyer is loyal to your brand…but why? What motivates them to purchase? What frustrates them? What makes them happy? Developing persona profiles gets this information on paper. This helps you understand the buyer and what makes them tick. It also helps you share that understanding with the rest of the organization.
- Visualize the buyer’s journey. Right now your buyer is on a journey with your brand — even if they don’t know it. Documenting the journey is your key to aligning marketing and sales efforts.
- Draft your go to market strategy. Once you have the above building blocks in place, you need a plan your team and vendors can follow to put these insights to work. Inbound or outbound? Lead generation or account-based marketing? How does content fit into the strategy? We have a well-structured and proven process for identifying and documenting a plan based on your prospect’s needs as they move through the buyer’s journey.
We offer a series of customizable, virtual workshops designed to help you and your team develop these baseline tools. Your final strategy is how these elements connect. We’re here to help you connect the dots in a unique, structured, and measurable way.
Define the personas who make up your buyers in this customized workshop. What sets your buyers apart? What draws them in? We get this information on paper with the help of your organization’s stakeholders. Our battle-tested process builds consensus along the way and buy-in across departments.
Align efforts between your marketing and sales teams in a segmentation workshop. Segmentation puts your prospects, customers and partners in groups based on their persona and market segment. You’ll leave our workshop with clearly defined segments and a high-level strategy that applies personalization and analytics to deliver highly-targeted messaging.
Buyer's Journey Workshop
The most important tool you hold as a marketer is a documented buyer’s journey. Having a clear picture of what triggers a prospect to consider your product, and their state of mind and actions as they move through the buyer’s journey, gives you and your team power to inject the right message at the right time. It can be hard to build consensus of what this journey looks like with your team. In this workshop, we help you create a shared vision using our proven method to uncover and document the buyer’s journey.
Editorial Calendar Workshop
Great content doesn’t “just happen.” In this workshop, we work with you to structure your creative ideas with an editorial calendar. This invaluable tool aligns your content with your strategy, audience and buyer’s journey. The result is consensus and a tactical plan for creating content that reaches your prospects at the right time with the right message. Plus, we educate you on the analytics that measure success.
Lead Generation Workshop
We all wish lead generation was as simple as making great content and watching the leads roll in. The reality is, you need a comprehensive strategy. One that connects the dots between your audience, content, and marketing channels.
In this workshop, we work together to design a lead-gen program for your unique audience and goals. This strategy helps you systematically build an audience and convert its members into loyal customers. What’s more, we maximize the reuse and longevity of the content you produce through our custom framework.
If you’ve heard about Account-Based Marketing, but aren’t sure how to apply it to your business…you’re not alone. ABM is not a one-size-fits-all tactic. There is no “one” prescription for a successful program.
In this workshop, we educate you and your team about ABM to give you a solid foundation. Then, we guide you and your organization through key decisions about the scope, scale, roles, and actions to build consensus and develop a customized ABM program aligned with your objectives and resources.