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.