Services to meet your needs

Marketing teams often run on a "lean and mean" philosophy. There Is always work that we know we should be doing, but just can't seem to get to it. Additionally, there are times when we simply need additional resources. A fractional marketer gives you the additional bandwidth you need to meet these opportunities.

• Program implementation
• Product launches
• New initiatives 
• Research and analytics
• Events
• Employee leaves

Fractional marketing is available on an hourly or on a retainer basis for longer term needs.

 A marketing plan is like a really good map. It provides direction, highlights opportunities to explore and pitfalls to avoid. We'll look at your company, your goals, the competition, and the customer to develop a plan that is workable and delivers results. The process looks something like this:

1. Internal review- review current sales and marketing activities and data to establish baselines.
2. Competitive analysis- top 2-4 competitors with SWOT analysis
3. Goal setting- what do we want to accomplish and when. List the top 3-5 goals and any associated milestones. Capture success measures.
4. Create a customer persona - document customer needs, benefits and behaviors, triggers emotional and behavioral. Includes interviews with 3-5 customers to learn qualitative data.
5. Map the sales cycle- establish triggers, milestones and events throughout the buying journey.
6. Communications audit- analyze current communications for value in progressing customers along the sales cycle. Identify gaps.
7. Create a marketing plan- Blueprint to streamline marketing activities and improve ROI on tactics as well as charting new activities to grow the business.

"They" say that even sliced bread would have been a failure without effective product marketing. Do you have an effective go-to-market (GTM) strategy for new products? Arming your sales channel with the tools they need to tell the story is just the beginning. An effective GTM strategy also requires providing prospective customers with the information they need to understand and evaluate your product(s). I have developed, launched and re-launched dozens of business and consumer products. I specialize in delivering GTM plans and activities that maximize market impact to accelerate sales. 

Tools include:

• Market requirements and planning (business cases, segmentation, market sizing, competitive analysis, etc.)
• Training
• Collateral
• Marketing assets (Infographics, adverts, social media, videos, case studies, etc.)
• Presentations
• Product demos

The digital landscape is multi-faceted and dynamic. You don’t have to use all of the tools to be effective. What is needed is an omni-channel strategy and execution based on the customer. What media do your customers regularly consume? How often and how long do they go there? What are their sources of truth? Once we understand those relationships, we can build a digital bridge between your company and your (prospective) customers; aligning media and message to connect in meaningful ways that drive conversations and sales. 

• Marketing automation (email)
• Content marketing
• Demand generation
• Website development and optimization
• SEM/SEO
• PPC and display advertising
• Social media

“How are we doing?” That really is the question, isn’t it? Still companies, large and small, struggle with delivering and understanding performance analytics. Being deep into the data has been key throughout my career. You don’t need to have a Marketing Scientist on staff to have marketing analytics and key performance indicators (KPIs). 

Developing solid reporting is a 4-step process-

1. We’ll start by understanding what you know, don’t know, and really should know. 
2. Then we’ll look at your data sources (CRM, marketing automation, website analytics, etc.) to determine where we can mine critical “nuggets of truth”. 
3. Next, we’ll establish benchmarks and goals.
4. The end result will be turnkey reports and processes for delivering the data and insights you need to grow.

Sales channels used to be fairly simple. Companies had a group of individuals that knocked on doors, made calls, delivered the pitch, and closed ~10% of the deals. Easy breezy. Today, 70% of the customer journey (sale) occurs before prospects ever speak to sales. 

Channel development requires an integrated digital and personal approach to: 

• Map the customer journey
• Develop self-help, web-based assets
• Create communications streams to nurture prospects
• Deliver effective sales collateral and pitch decks
• Maximize event and trade show experiences and impact
• Close the deal

Marketing assessments provide an objective review of your current marketing activities and systems. They validate areas of strength, identify weaknesses in processes and, most importantly, provide recommendations and alternatives for improvement.

Assessments leverage many of the tools used in creating a marketing plan:

• Activity review
• Competitive analysis
• Communications audit

In marketing, one-size-fits-all does NOT work. That's why I offer a number of working relationships. From coaching to projects to being a virtual or fractional member of your team.