I want to re-align my partner marketing to focus on my customers and not my solutions
In an increasingly digital world, over 60% of clients have made up their mind about the solutions that they will buy before they engage with an IT organisation. That means that they have done their research online, asked peers their advice in online community groups, and gathered the facts to make the best-informed decision. If you haven’t positioned messages from 0-60% that resonate in the right places, then you will have missed out.
Attracting customers to your offer involves really understanding their unique pains and then creating personas and a message that positions your solution (including your partners) in a way that will resonate with them, in places that they go, i.e. search engines, websites, communities, online magazines.
We have developed a methodology that involves working collaboratively with your teams to create a GTM blueprint which uses fact-based research to ensure you hook in opportunities early and then nurture them through the entire customer journey.
Click the buttons below to find out more about our joint value proposition development and go-to-market planning services:
I have many partners and campaigns to run. I want to ensure each of their offers are differentiated.
No one relationship is the same and it’s important that value is clearly understood by internal stakeholders so that they can sell the offer well. It’s also important that it’s clearly understood by customers so that they can differentiate between you and your competitors.
We have developed over 300 joint value propositions using our robust framework. We can focus on a vertical market, a solution or even a persona. This can be done in a virtual workshop environment or through interviews and desk research, and we always include a customer verification phase. The result is a succinct narrative which can be used as a baseline for all partner marketing deliverables – a must have investment. We can also present how to optimise it online.
Watch our tutorial video to find out about online value propositions:
I need to ensure that my customers are nurtured and engaged through their buying journey
We strongly believe that you can’t recommend a partner marketing plan without knowing what you are selling, who you are selling it to and where you are selling it. All of that should be highlighted by a good piece of discovery and a value proposition.
It’s equally important that you have the right message targeted at the right contact at the right time and through the right channel.
We’ve been working with Smart Insights to integrate those principles into our own ADAM methodology to develop a channel version of the infamous RACE model. What you will get is a well thought through GTM plan grounded in customer insight, and tactic recommendations designed to get the results you want in either the ‘market to’ phase or the ‘market with/through’ dependent on your objective.
R – Reach out to your target audience
A – Attract your target audience
C – Convert your target audience
E – Engages them and keeps them loyal
Here are some examples of tactics we can deliver for you:
Playbooks | Datasheets | Cheatsheets | Battlecard | Sales Deck | Campaigns in box
SEO support | Social media profiles and editorial content calendar | Social campaign - paid, earned, owned | Google ad campaign | Email campaign | Newsletters
Website development, microsite, web copy | Videos and animations | Infographics | Case studies/use cases | Brochures
Webinars | Events / virtual events | Opinion papers | Remarketing | Round tables / virtual round tables | Business case builders - digital tools
Onboarding kit | Community websites