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 tailors value proposition narratives to individual segments, buyer personas and individual accounts (for ABM). We leverage customer stories for authenticity, insights for buyer education and emphasize quantifiable business outcomes to build trust.
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. This includes traditional branded content (white papers, e-books, case studies, infographics, explainer animations, and process/testimonial videos) as well as customer story videos to highlight overcoming real-world challenges. 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 create sales assets that highlight the “cost of doing nothing” to create buyer urgency and action. We then develop provide easy-to-understand solution visualizations and implementation timelines to help remove perceived risk — an essential step in closing the sale.