With 25+ years of B2B tech marketing leadership behind us, and more than 100 technology companies served since 2017, we know how best to position your company amongst your competitors.
We get there by conducting objective, highly accurate competitive analysis that shows exactly where your unique value proposition can win.
A great B2B go-to-market strategy is a must, and it doesn’t have to be complicated!
Our extensive market research paints a complete picture of:
- Audiences and decision-makers.
- Buyer journey.
- Competitors’ positioning and messaging.
- Sales strategy.
- Value proposition.
- Target audiences’ pain points.
- Who are your customers? Who are the decision-makers within the company?
- Who are the users? Where are they?
- What work challenges keep them up at night?
- What core problem does your product solve for your target customers? Do you solve this problem with a unique technology or process?
One thing has changed about the buyer journey: most of it now happens out of sight.
B2B buyers do the bulk of their research before ever talking to sales, in private communities, peer recommendations, and increasingly by asking AI assistants to compare vendors. By the time someone fills in your form, the shortlist already exists.
So our go-to-market strategies plan for the invisible stretch of the journey: showing up credibly where buyers learn, publishing answers worth quoting, and capturing demand cleanly when buyers finally surface.
We believe in the importance of people-to-people connections, and we work hard to ensure the tone and voice of our marketing materials always foster this.
The elements of a successful marketing strategy should always include:
Understanding the ‘buyer persona’
We approach potential customers based on various relevant attributes such as demographics, buyer behaviors, attitudes, or needs (i.e., segmentation), and then we identify the segments most attractive to you (the ones you are best able to serve – i.e., targeting).
Market segmentation
It is a key process in any marketing strategy that uses insights from market research to determine who is most likely to purchase your product, solution, or service. What we’re looking for is not just someone that could potentially buy your solution, but someone that needs to buy it. Our messaging and approach is tailor-made in a granular way to each one of the verticals we decide to approach.
B2B go-to-market strategy
It solves a compelling business problem in a differentiated manner. It is based on market and buyer personas, market trends, competition, product offerings, and pricing. Moreover, it is important to consider the best way to reach customers: direct? via distribution? channels? partners?
Brand strategy
It is essential for companies that want to differentiate themselves from the competition. Your brand strategy defines what you stand for and how you communicate with the market. What is the single most important value that your company presents to the world? We believe in the importance of a coherent brand identity, and once a company gets its brand just right, it is likely that all the other parts of the marketing mix will fall into place. Branding sits at the core of a company’s philosophy because a company’s brand makes the company who it is.