The ROI of relevance and resonance
Working for leading B2B marketing agencies and directly for tech and SaaS companies, we've built a comprehensive, horizontal consulting skill set and have combined these into an integrated consulting practice.
Our experience ranges from starting new content departments and agencies, planning demand generation strategic playbooks as well as departments focused on that area, developing and implementing marketing automation operations beyond email, and more than our fair share of customer insight work, positioning, messaging, and segmentation for companies that range in scale from startups through enterprise.
Our approach of customer-led marketing strategy, built across dozens of clients in myriad strategic roles, gives us something else of value—four principles that measurably improve engagement and conversions at every step of the journey—improving conversion rates by 10% - 30%.
More simply, our approach is to accomplish the tailored approach buyers demand online by integrated work detecting intent and content needed to meet it.
1. Plan carefully to marry content strategy, first-party data, third-party data and marketing automation workflows.
2. Accept that marketing automation is not "automatic."
3. "Right message, right prospect, right time" only works if you can recognize a digital prospect's intent signals via mapping pain points to keywords.
4. This vision cannot work unless you organize content and tag in your CMS to match the likly buy cycle stage.
1. Plan carefully to marry content strategy, first-party data, third-party data and marketing automation workflows. 2. Accept that marketing automation is not "automatic." 3. "Right message, right prospect, right time" only works if you can recognize a digital prospect's intent signals via mapping pain points to keywords. 4. This vision cannot work unless you organize content and tag in your CMS to match the likly buy cycle stage.
Breaking down your stratgic digital silos
The Buyer Journey Mapping map shown below, an integral part of our approach, looks deceptively simple.
Trust us - it is not.
We start with topic pillars, but we stay with it from the buyer's perspective. It’s paramount to us not to go fishing for keywords with hundreds of guesses, thinking, “Maybe they might convert from these...” We want qualified traffic, and we want to know what THEY want right then.
Instead, we START with customers’ pain points, which drive our focus to the most resonant phrases and keywords for SEO and meta-tags. Our approach ensures relevance and resonance through content and data designed around the customer’s digital body language.
SEO, CMS, 1st and 3rd-party data aligned to quickly estimate intent
We are not “marketing” to people. We are helping them by solving our client’s most pressing, seemingly intractable problems. Suddenly, our content offerings, demo forms, free trials, and other tactics don’t seem to add up to a sales pitch but land as a wise friend pointing the way.