Marketing Activities

Strategic Planning

Simply copying what your competitors or leaders are doing is not a marketing strategy. Similarly, randomly implementing a series of hacks and jumping from one to the next is not effective. A true strategy involves deliberately and methodically building awareness and stimulating demand among specific target customers (ICP) within a particular market, while executing activities aimed at achieving realistic, desired results with the resources at hand.

There is no one-size-fits-all strategy. Blind imitation can be detrimental in the long run. Each company is unique. The goal is to understand as clearly as possible what your company stands for, who your actual customers are, and how your services or products align with their worldview. From there, you should create market engagement and sales scenarios through hypotheses and experiments that are specific to your company, rather than imitating your competitor.

When should you develop a marketing strategy?

Need for sales growth

Promotional chaos

Low advertising effectiveness

Entering a new market or launching a new product

Services as part of the activity

Marketing Strategy

Define the development process of your business by building meaningful relationships with potential customers. Answers questions: What do we want to achieve? How can we achieve it? What difficulties might we face and how can we overcome them?

Positioning

Create a relevant perception of the company and its services/products among the target audience and potential customers (ISP). Develop a concept of why the product/service is worth buying for each segment of the target audience and how it differs from the competition.

Ideal Customer Profile

Describe the ideal customer, including aspects such as income, team size, geography, specialization, market segment, pain points and professional/industry triggers, qualification criteria, and places/channels to find these customers.

Customer Research

Key information about customers: decision chains, decision makers/influencers/champions, triggers (problems and opportunities), insider and publicly available information to effectively target the company.

Content Distribution

Identifying touch points with target customers, building a non-linear interaction process and developing awareness and nurturing programs, building marketing and sales funnels.

Growth Marketing/Growth Hacking

Discover new business opportunities and new ways to communicate with potential customers. Test and experiment to determine how to maximize sales opportunities at each stage of the funnel.

A clear system when it's obvious what needs to be done to get there.

Where does your brand stand in the minds of your customers within your category? How does your positioning help (or hinder) your profit potential? How do you differentiate yourself from your competitors in the marketplace? Does your marketing support your business growth plans? Is your offer working? Could you be missing something because you're too close to it? We take a comprehensive approach, starting with an in-depth study of business strategy before focusing on marketing communications and activities.

KEY STAGES
  • Methodology
  • Research
  • Evaluation
  • Action plan
Methodology

Inbound Methodology - Assessing and expanding the potential of prospects to meet business objectives at each stage of the buyer's journey.

Prospects are not bombarded with direct mail. Instead, prospects are engaged with valuable content and conversations that establish your brand as a trusted industry player. Then, prospects are presented with solutions and ideas that align with their goals and pain points, increasing the likelihood of a purchase. The final step is to provide your customers with the support they need to make a successful purchase.

Research

Nobody knows your business better than you. In this phase, we dive into the data to understand what you're doing, what's working and what's not, and how you perceive the customers who buy from you. Through our questions, we not only gain insights, but you begin to see your brand and values from a new perspective.

Examine the competitive landscape. Identifying the strengths and weaknesses of your competitors and evaluating their activities. In addition, we study your indirect competitors (i.e., how customers and prospects solve emerging problems).

Study the current, adjacent, and potential audience. Formulation of the ISP, definition of segmentation criteria and testing using the 5W method (who buys, why they buy, who influences the buying decision, where to find them, what influences the decision-making process).

Evaluation

After gathering information, we begin the process of analyzing external and internal trends, actions, interactions and patterns.

Based on the findings, we develop positioning, value propositions, personalization, go-to-market plans, growth strategy, market behavior hypotheses and tactics, perspectives, and direction for development.

Action plan

Placement and promotion of content in accordance with the strategy through agreed channels. Collect statistics and adjust strategy as needed.

Describe specific actions - where to find ICPs, how to communicate with them, what tactics to use, what channels are best for interaction, the tone of your communications, etc.

Your marketing strategy is the direction in which your business is moving and the ways to get there. Individual campaigns may change, but the strategy includes who the ideal customer base is, how to attract them, the acceptable cost of acquiring new customers, where your ideal prospects are located, and the solutions your product/service/brand offers to the problems these prospects face.

Do you need to develop a strategic plan to market and sell?

Let's talk

Key points to consider

Be realistic
  • Downloading a file does not indicate intent to buy.
  • Attending a webinar does not mean intent to buy.
  • Interest and curiosity do not equal intent to buy.
  • The larger the deal size, the more people in the prospect's organization will be involved in the decision-making process.
  • Content based solely on keywords is always superficial (especially in B2B).
  • Educational content should educate, not be a veiled advertisement for product features.
  • If you're not a market leader, it doesn't make sense to copy the leaders because you lack their resources and don't understand their strategic goals.
  • Copying competitors leads to sameness in the eyes of the target audience.
  • Templates and scripts do not sell, but relevance does.

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