The marketing team targets and engages with customers, attracting and converting leads into paying customers. Through various marketing channels such as traditional and digital advertising, social media, email marketing, and content marketing, companies can create brand awareness, promote their products or services, and build a strong customer base. A good marketing team also deeply understands their customers’ needs and preferences, enabling the company to tailor product offerings and enhance their value proposition.
The list below details some of the challenges we respond to:
| Strategy development: brand | Is your mission intuitive and relevant to its stakeholders? Do you stand out among your competition? What is it that your customers celebrate about you? |
| Strategy development: channel | How do you plan to reach your target audience? What is your customer’s path to purchase, and how do you intend to engage them at each step of the process? |
| Strategy development: media | In which environments, and in what context, will your message appear? How much reach do you need, to achieve your goals? And how are generating exposure at a sustainable cost? |
| Strategy development: creative | Does your value proposition come across in your communications? How do you inspire your customer to take action? |
| Lead generation program development | How are you using marketing channels to augment the business development efforts of your sales team? How does incremental exposure translate to business opportunity? |
| Measurement & marketing analytics audit | What are you measuring, to benchmark your marketing effectiveness? How are you measuring? And what do you do with those insights? |
| Market research | What don’t you know about your market, product or customer? How can you accelerate your understanding? |
| Content & collateral audit | What are all the assets you’re using to communicate with clients and partners? What’s useful and what is not? What’s missing all together? |
| Audience & buyer persona development | How are you segmenting a wide array of stakeholders into distinct categories? How will you tailor your product, process and communications to each unique circumstance? |
| Digital asset development | What is the story you want to tell? What is the asset that will reach a brand new customer — or motivate them to respond in a new way? |
| Alignment of performance marketing programs to sales pipeline management | How are you connecting the pipes between direct marketing outcomes, and the followup from the sales team? How are you digesting intelligence to keep optimizing for performance? |
| Qualification criteria for MQL (marketing-qualified leads) | What makes a good lead, vs. a bad lead, vs. an outstanding lead? How are you leveraging your scoring mechanism to drive quantity and quality in your lead generation programs? |
| Competitive analysis | Who are the leaders in your category? Who occupies which space? And where is there a vacuum that you could step in to fill? |
For details on our project-based approach to generating repeatable outcomes, please see our Deliverables page, or reach out using the form below.