Developing effective, practical marketing strategy

Providing a clear direction and business-driven goals for your marketing activities

A clear, focused marketing strategy is key to delivering your business goals. Which market niches will benefit most from your technical strengths? What specific propositions will be most appealing to decision makers? Which routes to market will give you the attention and credibility that you need?

Strategic focus on customers and markets

Before you start investing in marketing campaigns, websites or events you need to be clear about your target customers. Who exactly are they? What are their most compelling needs? What are the implications of not addressing those needs?

We will work with you to draw out the key features and capabilities of your products and services and map those onto customers’ most pressing challenges. At the same time we consider the strengths and weaknesses of competing products and services, so we can identify where you have a strong competitive advantage and where others have the edge.

From this point it is usually clear which market segments or niches are going to be most receptive and profitable. We will support your strategic decisions, balancing short-term revenue against goals such as developing key markets and protecting margins.

All successful marketing is built on clear, compelling propositions – specific reasons why a customer would buy what you are offering. When the benefits of your products or services come from subtle technical advantages, you need to be sure that your marketing balances clear messages with technical insight and accuracy.

By drawing out the true market strengths of your products and services, we create very powerful, easily understood marketing and sales messages. These form the basis of all your awareness-building and lead-generation; they should also be at the heart of many sales conversations.

Marketing messaging and sales propositions

I have never heard our product and its benefits explained so clearly.
James McArthur, Managing Director, JEM/Stratford Consulting

Setting and tracking marketing goals

When you are investing in marketing and lead-generation campaigns it pays to review regularly what is working well and where changes may be needed. Although some results are very hard to measure, there are effective ways of tracking progress and attributing sales revenue to specific activities.

We will help you understand what you need to measure and track, from top level revenue goals back through interim success measures and more subtle performance indicators. This is easier when you have good marketing technology in place; so can help you implement simple approaches to recording and measuring marketing success.