Solving Modern Problems for Technology Marketers

Startup-idea-buildingThe “disruptive” nature of emerging technology companies and other start-ups means stories constantly change. From audience
needs to product packaging, from industry trends to your company’s elevator pitch – these stories are in constant flux. Traditional research moves slowly, producing insights that were relevant six months ago but old news today. Big data and analytics tell you what is happening, but not why. Even more challenging, tech and start-up companies must build a story ahead of its customer base even knowing it has a need. Finally, it is a world full of buzzwords, complexity, hyper-competition and high expectations – so your story has to be simple, clear and adaptable.

We’ve identified many key challenges marketers in the emerging technology and start up field face today. All of them require the ability to learn fast, find the competitive advantage and execute right away. We address these needs via our Action Science Marketing™ (ASM) methodology. Here’s how we approach many of the common questions from technology and start-up marketers:


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“Can you help me tell a simple, effective story about what we do?”

ASM Solution

Discover the clear needs, challenges and opportunities facing your customers and prospects in order to then build a unified story about the business that can be used across a number of marketing applications.

Key Deliverables

Story Development engagement, which produces a Company Narrative. May also be expanded to include a Company Story Schedule, which includes key themes and topics or a Product Packaging initiative, which helps to name and position products within the Company Story.

 

“What content will help establish me as a thought leader in my industry?”

ASM Solution

Build upon the values, beliefs and assumptions of your customers and prospects to create a story calendar that includes key themes and topics which may be developed for a wide range of channels – PR, content, social, video and more.

Key Deliverables

Thought Leadership engagement, which produces a Company Story Schedule. This schedule is a set of themes and related topics that directly reflect the values, beliefs and assumptions of your clients and prospects. Bylines, blog posts, video, thought papers, press releases, speaking topics and other channels are prioritized and planned in order to establish thought leadership. May also be expanded to include the development of a Learning Program which formalizes best practices and training into a repeatable and marketable program.

“How can I arm my sales team to consistently tell an effective story and drive revenue?”

ASM Solution

Marry your customer values to your company value propositions in the form of a consultative sales story (script), presentation and supporting collateral materials.

Key Deliverables

Sales Development engagement, which includes the production of a General Presentation (sales deck) that reflects how the customer-value-based-story is reflected in an interactive, consultative sale situation. The engagement also includes recommendations for developing demos, collateral, “kill sheets” and other sales support materials. May also include Sales Meeting Development which helps to shape a sales meeting to include the right education, training, motivation, incentive and other factors to drive a successful internal sales meeting and a clear path towards meeting revenue goals.

 

“What will drive awareness for my company so everyone knows what we do?”

ASM Solution

Determine where your customer and prospects most value receiving information about certain topics and themes. Create an integrated channel program that parses your story and delivers its parts across awareness and interest generating channels.

Key Deliverables

Marketing Awareness engagement, which includes a plan that aligns public relations with content marketing, social media marketing, digital marketing (Web/Mobile), event marketing and advertising. Specifically, the deliverable is a Channel Story Plan that parses your customer-centric story into parts that are most appropriate for each channel and arranges the channels into Campaigns – which unify marketing tactics around a singular time frame and singular message theme.

 

“Can you help build me a go-to-market plan that aligns and prioritizes sales and marketing initiatives?”

ASM Solution

Conduct a message and marketing effort assessment designed to reveal where your messages, organizations, strategies, initiatives and tactics are in sync and pointed toward business goals and where they are out of sync and need to be realigned. Build a true GTM plan that provides a clear roadmap for marketing focus, investment and messaging.

Key Deliverables

Go-To-Market (GTM) engagement, which produces a GTM plan. A GTM plan includes marketing goals through strategies and tactics. It reflects the concept of integrated campaigns. It also includes budgets, calendars and responsibilities so that the marketing (and sales) organization has a clear roadmap to drive revenue and other business objectives.