Lately, we’ve been asked by customers, partners and colleagues pretty frequently about what kinds of things we’ve been working on. We’re usually so busy creating, developing and delivering, we rarely take the time to share what we’ve been up to. Here’s a taste of how we have helped our customers over the past twelve months. Perhaps it will give you some ideas on new ways to tackle your own markets in 2015. We’ve had the privilege to work with some amazing companies to help do amazing things. Give us a call – we’re happy to share more detail.
Value Proposition Development: We worked with a global leader of next-generation information technology services and solutions to help them develop a compelling value proposition platform for a new workplace solution tailored to different workstyles, including deskless workers, innovators, knowledge workers and more. We conducted a two day workshop, bringing together teams from product development, marketing, strategy, sales, analyst relations, and others to collaboratively develop a value proposition for the services category, as well as the individual workstyles. Post workshop, we worked with key individuals through virtual editorial sessions to fully develop, refine and test the messaging. Outputs included a set of highly differentiated value proposition statements, top customer value drivers, quantification of those drivers, and proof points. We then moved into a subset of vertical markets to customize the messaging platform for selected industries.
Value Proposition Coaching: We helped a SMB Insides Sales Training company develop a new value proposition to better leverage their name and more clearly differentiate themselves in a noisy and competitive market. In this project, we provided them with modular orientation and tools to draft each piece of the value proposition platform. Then we reviewed and coached them through the development process. This enabled them to create, iterate and develop a new messaging platform semi-independently, with the benefit of expert guidance and input. According to the customer, the live coaching was a value-add that enabled them to go further with the creation process than they had previously been able to on their own.
Digital Content Assessment: Working in tandem with one of our partners, we conducted a number of digital content assessments over the past year, evaluating anywhere from 15 to over 100 content assets across a set of best practice content attributes developed and market tested by our partner. With each project, we simultaneously surveyed technology buyers in each customer’s specific target market space. Upon completion of the assessment and the survey, we then compared the results to reveal the strengths, weaknesses, gaps and opportunities of their current content asset array, and how they mapped to their buyers’ content preferences. We also provided a set of recommendations on the top ten assets across the set, as well as ideas for content improvements, extensions, and new assets. The end result of these projects was a digital content road map for each client to use to refine, better leverage and improve their content marketing mix to drive better target engagement.
Account Based Marketing: This year we became certified in a partner’s Account Based Marketing methodology and started jointly delivering this program to clients. Our first engagement was with the leading global provider of enterprise software and information solutions for professional services firms and government contractors. Together we worked on a single strategic account to develop a highly customized account based campaign plan. The program included advanced research, a workshop with the account team, marketing and product management. Together we build a set of account imperatives (business, operational and IT based) around which we crafted potential plays to address each imperative. Finally we created a campaign plan for each selected play to drive these new messages and enable the account team to have deeper, more solution oriented conversations to uncover and drive deeper account penetration and revenue.
Sales Enablement and Sales Kickoff Training: We built a sales enablement program for a mid-market integrated marketing services and solution company to help drive evolution in their sales team from selling predominantly print and promotional materials to adding interactive services (digital, web, social). This was phase 2 of a two year effort to bring the sales team up to speed in this new arena. The program included developing a new Discovery Model geared to prospecting within existing accounts for new interactive marketing opportunities, a bundled offering strategy with sales enablement tools to help sales more easily integrate interactive services into their selling mix. The program was initially piloted for three months with a select set of account executives, and then rolled out to the entire national sales team at their annual sales kick-off meeting. The effort t included two workshops, sales tools (Quick Reference Guides, Offering Brochures, Discovery Model, Discovery Questions), and a post training coaching program.
Strategic Content Development: Working with a partner, we developed a set of branded content components for a global Fortune 100 technology company. The content was used in a multi-touch campaign for a key solutions offering to drive multi-country lead generation. Working with their subject matter experts, we developed and executed an industry survey aimed at vice presidents of IT Infrastructure and IT Operations. The results of the survey were utilized to craft messaging in the development of an infographic, an interactive white paper, and a branded interactive assessment tool to be used by the customer’s prospect audience. All asset and activities focused on two things: the insight of buyers, and their current adoption status, plans and expectations around potential benefits. The content was translated into 11 languages – providing the means to execute this multi-touch program globally.
New Product Launch: We helped a global information company to execute a fast-track pre-launch of the world’s largest online information source for news, insight, content and community for engineers and technical professionals. This fast-track project demanded a 4 week turnaround of sales content while the product itself, simultaneously, was in concept development. The goal was to be able to pre-launch to their top partners at one of the most important annual trade shows in their market space. Launch materials included value proposition development, a high-level product sheet, an internal product briefing presentation, an external partner presentation deck, and a product FAQ.
As we dive head-first into 2015, it makes sense to jump-start your sales program now, so it pays off at the end of the year. Let’s talk.
— Lisa Dennis