Are you developing a content marketing strategy but not sure where to start?
Are you considering an account-based marketing strategy?
Do you feel so buried in tactics that you can’t see the big picture?
Do you need strategic help but can’t afford an agency retainer?
Marketing Coaching Service
PropelGrowth offers coaching for B2B technology companies looking for help developing and executing a marketing strategy. This service is ideal for small and medium-sized firms with small marketing departments. Our coaching clients are working with tight marketing budgets, collaborate directly with the executive and sales teams, and use in-house resources for most of their marketing efforts.
We begin by meeting with your heads of marketing and sales, CEO and other strategic decision makers to discuss the company’s goals, target markets, sales strategy, competitive issues, and marketing needs. From that, we develop a coaching plan and hold weekly sessions with marketing to help in developing and implementing a marketing strategy aligned with the company goals. We have regular check-ins with the executive and sales teams to make sure we’re staying on track with the evolving business strategy.
Marketing coaching is available on a monthly retainer with an annual contract. Candyce Edelen does the majority of coaching, bringing in other specialized experts when needed.
Coaching covers a variety of topics based on the specific needs of the client. Below is a list of areas where we have expertise. To learn about the programs available, click here.
Our coaching process relies heavily on buyer research, because understanding your customers is essential to effective marketing. We will help you do effective persona research including online research and extensive interviews with clients, lost deals, non-customers, and early stage prospects. The goal of the interviews is to develop a better understanding of your target market’s business issues, buying process, influencers, key performance indicators, and decision points. Based on these interviews, we’ll help you prepare composite buyer personas and develop a persona-based marketing strategy.
Read more about buyer personas.
If your content has typically focused on features, we can help you focus on the business problems and solutions. We will help you make your messaging more customer-centric.
Many companies struggle to understand exactly where they fit in the competitive landscape. We help with online research, interview your competitors, even reach out to interview their clients. This can help your organization get a deeper and more accurate sense of your competitive positioning.
Not only does the competitive intelligence help marketing messaging, it also helps you get a better sense of deals where you’re not likely to win, helping to limit the resource drain and disappointment of late stage losses.
Read about creating a competitive strategy canvas.
Read a case study about a recent competitive analysis project for a coaching client.
Loss analysis is extremely valuable to marketing and sales. Interviewing buyers from lost deals help us refine your competitive positioning, gain clarity into the buying process, and identify internal objections that may not have surfaced in the sales process. The results of these interviews are vital to improving both marketing and sales effectiveness.
In many cases, financial technology firms target too broadly, resulting in a lack of focus; or too narrowly, resulting in limited market opportunity. We can help you focus on your best addressable market and identify untapped areas of opportunity. This will help to better target marketing and sales efforts.
Read more about identifying addressable markets.
The goal of thought leadership is to establish your team as trusted advisers and thought leaders in your space. We will help you identify areas where your organization has extensive expertise and aid you in developing a thought leadership program that highlights this experience.
Read more about thought leadership’s role in content marketing.
Understand the difference between thought leadership and content marketing.
We use a process we call “Using Every Part of the Buffalo” to develop a year-long lead generation program. We’ll help you develop a “Buffalo Content Program” including articles, blog posts, press announcements, infographics, email campaigns, online events and live events. We also facilitate the publication, syndication, and promotion of this content, tracking its effectiveness and adapting as needed to improve outcomes.
Read a white paper on creating a 1-year lead generation program on a tight budget.
Hear a real customer talk about how we created and deployed a real-world lead generation program.
In many cases, financial technology providers are surfaced by buyers via word-of-mouth. Outbound Marketing helps build this awareness. It encompasses trade shows, speaking engagements, webinars, company hosted events, email marketing, and direct mail. These tactics can be expensive, so we help you evaluate and select the outbound opportunities that are most likely to deliver desired results.
We can help you define and execute inbound and content strategies including blogging, social media, content marketing, thought leadership, content syndication, PR, search and online advertising, video and online events to help ensure that your site is found when people are looking for solutions..
Account-Based Marketing (ABM) is a methodology that enables you to target specific people at specific accounts to attract engagement, help your sales team gain more traction, and improve the chances of closing key accounts. For key target accounts, we’ll help you achieve the following:
- Define account-specific business problems and business/technical needs
- Identify the specific people who are likely to be involved in the decision process and categorize by persona
- Define persona messaging needs
- Develop /re-purpose messaging and content targeted to each persona
- Create an email series with 5-8 unique emails for each persona
- Obtain contact information for each member of the decision committee
- Set up an account-specific nurturing campaign in your marketing automation system
- Launch campaign and measure engagement
- “Rinse and repeat” with another target account
Note: This will be resource-intensive for the first account, but once we develop a process, you will be able to add more accounts in a fairly fluid manner.
Demand Generation and Lead Nurturing
We can help you develop lead nurturing campaigns that engage prospects through their buying process, helping them:
- understand their business needs
- identify possible solutions
- answer questions
- build internal consensus
- make a decision that favors your company
We guide you in the process of creating content and programs specific to each stage in the customer buying process.
Sales Process and Pipeline Management
The ability to measure marketing effectiveness is closely tied to sales process and pipeline management. We can help you tie the marketing efforts directly to sales in order to track conversions at each stage in the customers’ buying process so you can see deals progressing and get an accurate view into marketing’s contribution to the sales pipeline.
We can also help align the sales process with the client buying process. This allows sales to establish objective, customer-centric criteria for tracking deal stages that make forecasting more accurate.
Read about the coaching programs and how the service works.