Services
B2B Strategy, Positioning & Go-to-Market
For lasting success in new business development and growth, vendor propositions must be consistently aligned to market needs, and then there must be in place an effective demand creation and conversion process. I work with B2B clients in creating such essential processes - addressing the following key business questions:
Market needs
What are the key challenges, drivers and opportunities within your target markets?
Value proposition
How does your proposition provide benefits and solutions for your focus customers?
Demand creation
How do you effectively promote your USPs to attract and convert the right audience?
Stages of the implementation program with clients
Markets
Stage 1 - Market Insights
Understanding the needs and opportunities with target customers and markets
Program activity includes target market drivers; customer personas; pain points and resulting proposed solutions; how and where to differentiate.
Key success factors
-
Continuously scan the business horizon
-
Understand the business landscape and ‘eco-system’
-
Stakeholders & influencers
-
Competition, your positioning
-
Insight also needing to be Foresight
-
Mega drivers of sector trends
-
Customer buying cycles
-
Importance of collaboration
-
Understand customer Pyramid of value
-
Emerging technologies
-
Legislation
Stage 2 - Develop Propositions
Developing differentiated products, services and messaging aligned to user needs
Leading on from market insights, the program develops necessary positioning and USPs for products, services and solutions.
Key success factors
-
Functionality - products, services
-
Movement to Solutions
-
Value-adding internal capabilities
-
Positioning
-
TAM, SAM, SOM
-
Application knowledge
-
Internal value streams and processes
-
Focus on Customer experience
-
Effective product launches
-
Pricing & TCO strategy
-
Value-selling model
-
Quality
Stage 3 - Create Demand
Marketing and Sales processes for creating demand and conversion with target audience
Proposition is then taken to market via marketing tools, including digital media. Effectiveness is continuously tuned to ensure conversion and ROI.
Key success factors
-
Brand development
-
Lead generation
-
New Customer acquisition
-
Customer retention
-
Personas of target audience
-
Sales & support assets and material
-
Content planning and development
-
Digital strategy
-
Combined Sales & Marketing pipeline
-
Awareness, Inspiration, Interest, Action
-
Reach, Engagement, Results
-
ROI