While syndicated research can provide insight into aggregate buyer behavior, the only way to find out what is important to YOUR optimal customers is to talk to them. We conduct primary research to uncover the information needs of your optimal buyers at each stage of their buyer journey and then build buyer personas and customer journey maps to guide the development of message strategy and marketing campaigns.
We apply buyer persona and customer journey insights uncovered in our primary research to build a message strategy that includes tailoring value propositions to individual segments, buyer personas and individual accounts (for ABM). We apply a message map framework to identify key messages and supporting points for each segment and persona and frame the value proposition claims in terms of business outcomes.
We use customer journey maps to identify the content marketing assets needed at each stage: pre-sale, sale, on-boarding, usage and advocacy. By assessing your content marketing library for message fit at each stage we can quickly identify and prioritize assets that need to be created to support campaign initiatives. Typical content marketing assets include: white papers, e-books, case studies, infographics (process, solution), explainer animations, and process/testimonial videos. All content marketing assets are tagged and SEO-optimized in accordance with your content governance process.
We create insight-led sales narratives and supporting assets that shift sales conversations from problem-solution fit, to providing insights to help buyers improve their business outcomes. We apply best-practice frameworks that compare the prospect’s current state to leaders in their industry and then financially quantify what it is costing the prospect to remain in the status quo. We then develop provide easy-to-understand solution visualizations and implementation timelines to help remove perceived risk — an essential step in closing the sale.