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 with your ideal customer profiles and then build buyer personas, journey maps and stakeholder maps to guide the development of message strategy and marketing campaigns.
We apply buyer persona and buyer 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 insights for buyer education, customer stories for authenticity, and emphasize quantifiable business outcomes to build trust.
We identify the content assets needed at each stage of the buyer journey to address buyer questions, fears and doubts. 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, buyer guides, checklists, e-books, case studies, infographics, explainer animations, and process/testimonial videos) as well as unscripted customer stories (audio, video) that highlight real-world buyer experiences doing business with your brand. 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 interactions from presentations to conversations. This includes insights and talking points that highlight what industry leaders do and the “cost of doing nothing” to create buyer urgency and action. We then develop easy-to-understand solution visualizations and implementation timelines to help remove perceived risk — an essential step in closing the sale.