Effective Marketing
Corporations need to create marketing plans that support key strategic initiatives and support the prospect to help them solve their business problems
Tech CEOs Struggle with
The Wrong Leads
Marketing is unable to attract the right leads that result in a quick buying decision.
Wasted Resources
Sales and Marketing teams waste money chasing prospects that will not buy.
Slow Sales Cycle
Prospects take too long moving through the sales process because they don’t fully understand how the product helps.
Common Approach
- Many companies focus their marketing efforts describing who they are and using low value slogans to attract prospects.
- They spend a lot of effort on feature-benefit discussions.
- The critical information needed by prospects is hidden from their view.
The Result
Messaging and customer engagement is identical to competitors making it difficult for the prospect to understand why you are different and why they should invest time with you
The Problem
- Prospect who are ready to buy cannot find the information they need or fail to understand how the product addresses their strategic, business and operational needs. The prospect moves on to competitor solutions.
- The Marketing Message becomes about what the product can do rather than on what the prospect needs.
- Marketing does not properly support the customer engagement model as defined in the business model.
New Viewpoint
Put the customer at the center of your marketing messaging.
Develop messaging that moves your prospect to action.
Stop hiding information from your prospects because you are afraid of competition. Instead understand that competitive advantage and produce advantage comes from areas that competition has difficulty replicating.
Customer Journey
Identify the steps and phases a prospect goes through when looking for solutions to their business, strategic and operational problems.
Provide materials to support that journey.
Make it easy for the prospect to evaluate that you are a good fit.
Understand the Triggers
Triggers are the conditions that exist that indicate to the prospect that something is not working right. They are not the underlying problem but point to what the problem is.
Marketing needs to understand these triggers, tie the triggers to the underlying problem and show how the solution solves that problem.
Customer Engagement
Stop putting yourself at the center of your marketing messaging. Shift the focus to what your customer needs and why they came to you.
Business Alignment
Align your marketing activities with your business model canvas. Ensure Marketing supports your
- Customer Segments
- Customer Channels
- Customer Relationships