A go-to-market campaign begins with your goals. Depending on your overall business priorities and sales model, campaign goals are a mix of awareness, qualified leads, new clients and revenue.
Then we gather together:
- Knowledge of the customer, and their buying process. We prefer to speak directly with your existing customers to learn about their priorities, and what they actually do when purchasing a product like yours. Who’s involved in the sale? What would they type into Google? How should we segment these buyers? (We owe this approach to our business partner Kristin Zhivago, a revenue coach for CEO’s.) Everything about a campaign flows downstream from knowing the customer.
- Product and corporate characteristics. Sometimes the buyer only looks at a few critical product features, the price, and then makes a decision. With long B2B sales, you’re selling your company’s credibility as much as the product. So we consider all your touch points with the customer. International considerations get addressed here.
- Competitor and partner concerns. Product comparisons can often be a highlighted element in a campaign. Just as often, it might be ignored publicly and addressed in an objection handling sheet for your sales force. Your own partners can be a valuable channel for lead generation.
- The launch budget.
We combine these four things, climb a mountain, and come down with a marketing plan.
Ingredients of a Campaign
The most important item is a product positioning that will resonate with the audience, and be credible.
The bulk of the plan are the communications for lead generation and development, which may include:
- Lead generation email blasts
- Social media
- Copywriting for websites
- Product tours
- Banner ads
- Pay-per-click ads
- Local search engine placement
- Press releases
- Trade show promotion
- Direct mail
- Case studies
- Promotional products
- and more
We have firsthand experience with all of these, and knit them together into an actionable and scalable campaign.
We’ve got the strategic sense and the hands-on experience to launch your product successfully, beginning with a realistic plan and ending with a scorecard of key performance indicators.