Our primary research—in-depth executive interviews, focus groups, surveys and competitive benchmarking—captures critical insights about market perceptions, buyers’ priorities, and dimensions of decision makers’ “sphere of influencers”. Our product development work—business case development, offering framework, and risk assessment—helps clients plot profitable growth based on realistic expectations. Our lead generation programs—designed to open doors and nurture relationships—put the relevant content in compelling form on the desks of targeted contacts, spurring inbound inquiries.
Our marketing and corporate communications transform offering features, benefits and advantages into key economic value messages—posted where target execs’ look for insight early in their buying process—including traditional channels and the new social media marketing. These case studies, value maps, and strategic account profiles change the conversation from "checklist" comparisons to business strategy. Our market and customer segmentation—based on external research and internal profitability by account analysis—identify the definitive “ideal customer” characteristics of company demographics, buyer behavior profiling, and trigger conditions to look for—which helps clients devise selling strategies and eliminate time spent chasing dead ends. Our opportunity assessment models—lead scoring and sales feedback communications—give clients the structure and tools to communicate priorities, manage the sales funnel, and invest more time in the deals that will result in strategic wins.
Our facilitated strategy work sessions get client teams up to their elbows in independent findings from client and industry research we produce on brand awareness, product positioning and competitive readiness—to help them hammer out agreement on the strategic options and get aligned for action. Our marketing planning support creates the roadmap for integrated marketing execution—channel, media, platform, content, budget and feedback mechanism—to help clients get maximum benefit from every campaign element.