Strategic marketing expertise for B2B technology companies.
Areas of Practice
Product Marketing
Making sure your buyers understand what you offer, how you do it and the benefits is more of an art than a science. It all starts with clearly defining the portfolio of what you offer - your products, services and partnerships — ensuring you get credit for all you do, and more importantly, everyone understands what it means without all the garbly gook. This includes the solutions and use cases you address and how this differs across verticals. We also help you define a go-to-market approach that delivers seamless product launches, clear packaging and pricing, competitive intelligence, win/loss analysis and market intelligence that can define your product and company strategy. It doesn’t stop there. We also enable sales, customer success, partners and other customer-facing functions to articulate your value proposition, positioning and messaging.
Corporate Marketing
Your customers buy because of your company, not because of your products. Sure, your products are important, but why your company exists, how you do what you do and the benefits you bring, determine more so if and why your customers buy. We work with you in defining your company messaging, what your brand stands for, and how to convey that in the market. We help you marry your corporate or company messaging with your product messaging so it tells a powerful and consistent story, and map it into all communications — from sales, customer, analyst and investor decks and materials to your website and beyond.
Public Relations
Many organizations have spent lots of money and time working with public relations (PR) agencies, only to find out that they either don’t like the agency they are working with or could do it more effectively with someone in-house. We can work with you in defining the right approach — agency or in-house — including managing your PR agency, helping to select a new agency or executing a PR strategy on your behalf. We tailor our efforts to meet your goals and provide media relations, analyst and influencer relations, customer reference efforts, speaking opportunities, award submissions, social media, content and how to leverage these efforts as part of integrated campaigns.
Demand Generation
Building your funnel with the right opportunities takes a laser-focused approach to make sure you’re getting the right message to the right buyers at the right time and in the right way. Miss on any one of these, and you could miss your goals. We can help you build a demand gen plan based around your target lead, opportunity and revenue goals or work within your existing plan to help you execute the campaigns to support this plan. We assist in field marketing, event management, digital marketing, email marketing, execution and tracking through your CRM and marketing automation systems, enablement of inside sales or sales development reps and more.
Content Marketing
Content is the foundation of almost all marketing efforts, whether it be whitepapers, ebooks, blog posts, videos, case studies, surveys and research results, web copy or other content that is designed to drive awareness, inbound leads, or assist in outbound efforts. We can work to create content briefs to drive alignment on what the content is, who it is intended for, and how it will be delivered, then execute the delivery of the content, including writing, copy editing, layout, design and operationalization of the content in marketing efforts.
Partner Marketing
Partner marketing is very challenging. It’s not always clear how you can drive marketing efforts together with partners, including what the right message is, who the right audience is, who does (and provides budget for) and what success looks like. It’s only exacerbated if you don’t have a partner strategy mapped out. We can help you prioritize which technology or services (systems integrators, agencies, channel partners, etc.) to work with, how to properly define joint programs, including joint budgets and resources, and execute the program effectively.
PRODUCT MANAGEMENT
The bridge between development and the market is a crucial one. Getting the requirements of the market wrong and sending development to build the wrong product can take quarters, if not years, to recover from. We define the product roadmap and product requirements, making sure they are vetted and prioritized, and clearly articulated to the development team. We can work with the rest of the organization and customers to make sure they understand released product capabilities and provide can feedback for future requirements.
STRATEGIC PLANNING
The corporate world, especially with startups and emerging companies, is still fierce and requires marketing expertise to support venture capital fundraising, merger and acquisition efforts and of course, company short and long-term strategy planning. We can work to build strategic plans, align marketing efforts to strategic goals, and execute due diligence or research.