Go-to-Market Research
Gain a deeper understanding of your target audience, their challenges, why they buy (or don't buy) your product, and other key insights to help set your marketing and sales development teams up for success.
Ideal customer profile (ICP) research and buyer personas
Developing a mutually agreed upon set of criteria for target accounts and buyers will help your organization save money and convert prospects into customers faster.
Buyer's journey
Understanding where your buyer is spending time at each stage of their buying process will help your team create and optimize end-to-end campaigns.
Vertical strategy
Whether you’re looking to increase your target addressable market, or further segment and invest more heavily in a few key areas—a vertical strategy roadmap will set you up for long-term success.
Win/loss analysis
Synthesizing reasons deals are won, or maybe even more importantly lost, will help provide deeper insights to action across marketing, sales, customer success, and product teams within your organization.
Demand Generation
From analysis of your current channel performance and mix, to uncovering new lead generation opportunities, to campaign strategy—this is the fun part! Let's optimize your channels for long-term, qualified delivery.
Lead and pipeline goals for incremental revenue growth
Building a revenue model based on historic performance as well as forward looking goals will help you set KPIs (key performance indicators). Establishing KPIs early will help mobilize your marketing team towards common goals, not to mention better align your org with sales.
Channel and campaign recommendations
From reviewing what’s working well so far to uncovering opportunities for improvement, let’s make sure your campaign strategy is multi-channel and integrated.
Revenue funnel definitions and strategy
Establishing a unified view into specific stages of your revenue funnel will help both marketing and sales speak the same language and more efficiently achieve your goals.
Email marketing strategy
Services range from email nurture to channel and campaign recommendations—email is still the backbone of a successful campaign strategy.
Field and event marketing strategy
Research and strategy development to help you scale, execute, and measure success of events—one of the most productive and engaging channels, especially in enterprise markets.
Content and webinar strategy
Optimization recommendations and tailored strategies that will help you scale these important, resource-intensive channels.
Direct mail campaign strategy
Services range from comprehensive strategies that will suggest touches and price points for various segments and funnel stages to point-in-time campaign recommendations.
Review site overhaul
Making sure you have a presence that’s up-to-date across top review sites such as G2 Crowd, Capterra, and TrustRadius will help validate your prospect’s decision to trust you with their business.
Account-Based Experience
Revenue is the name of the game, so it’s critical that Marketing, Sales, Customer Success, and Operations are aligned on everything from target list criteria, to tiering strategy, to resource and budget investment allocated across tiers based on potential revenue each brings to your company. Operational and sales enablement best practices will ensure successful program execution and measurement.
Target account selection + ICP development
Identifying mutually agreed upon criteria for target accounts—and mapping the buying group within those accounts—will help your organization save money spent targeting the wrong list, generate more opportunities, and potentially even increase average deal size within your target account list.
Strategic operational recommendations
You may only be at the stage of testing an ABX pilot, but thinking through what operational changes are needed to scale and maintain a successful ABX program is critical.
Custom messaging suggestions for segments
Developing a messaging hierarchy for each segment, such as an industry or persona within that industry, will help ensure consistency and improve the impact of each stage in the buyers’ journey.
ABX Marketing and Sales nurtures
Email nurture tailored to your ABX list, and top personas within, will help ensure this list isn’t receiving general demand generation nurtures or disparate messaging across Marketing and Sales.
ABX foundational engagement playbook
Marketing and Sales led touchpoints for each tier of accounts, inclusive of defining resource investment and spend thresholds.
Sales Enablement
Let's ensure your sales team has what's needed to efficiently follow up on marketing leads. Your sales development team is inundated with leads from a variety of sources, so implementing some operational best practices goes a long way in terms of improving lead follow-up time.
Marketing and Sales funnel definitions
Establishing a unified view into specific stages of your revenue funnel will help both marketing and sales speak the same language and more efficiently achieve your goals.
Sales positioning
Turning messaging documents into toolkits that sellers can leverage, especially if venturing into a new market, will help them hit the ground running when following up on marketing qualified leads or accounts.
Sales follow-up cadences
Establishing email and call scripts and recommended touchpoints customized for top lead generation channels will help your sales development reps not only action new leads faster, but also to leverage the appropriate number of touches needed to increase conversion.
Customer win/loss analysis or testimonial research
Synthesizing win/loss data across CRM data, sales insights, and customer interviews will provide valuable and actionable insights to your Marketing, Sales, Customer Success, and Product teams.