Delivering results on the promise of demand gen & marketing technology  

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Digital Marketing

Marketing has drastically changed in the last decade with the emergence and proliferation of new digital channels.

• Allocate significant resources to digital content development, search, social, email, referral, affiliate marketing etc. Digital marketing channels are among the most cost effective
  
• Expect intense competition to gain digital mindshare; some digital channels are essentially free, making them within reach of any business; so hire ‘growth hackers’
  
• Center your campaigns on the customer not the channel. There should be no division of traditional and digital marketing. Campaigns are omni-channel
  
• Build a marketing analytics capability; measure Return on Marketing Investment
  
• Be strategic and tactical: marketing is about attracting, converting, and closing sales
  

The profile of the new marketer is highly versatile: possessing 1) the traditional communication, brand, PR skillset 2) the data, technical, analytical mind of a scientist 3) the business acumen of a business strategist.

International Marketing Strategy

Boosting business revenues globally is often a major component of a business growth strategy, but comes with its own set of challenges to address. 

• Do a robust market analysis: market size, local stakeholders and thought leaders, competitive landscape, regulatory framework, and other barriers to entry
• Develop a go-to- market strategy with its associated economics: direct or channel partnerships 
• Hire the right talent: combination of headquarters staff, and best-in-class local talent

• Establish the right balance of centralization and decentralization: leverage headquarters processes, marketing and sales tools 
  
• Think about long-term scalability for IT and operations expansion
  
• Keep the customization/localization to a minimum.

International expansion if done well provides exceptional revenue and market growth 

Demand Generation, Field/Sales Integrated Marketing

Demand Generation is about creating awareness, educating the customer, and establishing the organization as a trusted expert and partner.

• Own the go-to-market strategy: define sales objectives, target audience, and offline and online marketing activities

• Partner with the sales team; own top of the sales funnel awareness
• Map customer buying process; develop content specific to each stage in the sales cycle
• Design and execute integrated multi-channel lead generation to move prospect through the sales pipeline; introduce lead scoring; define lead management process
• Measure campaign results, and contribution to revenue; learn and adjust
• Design and automate lead nurturing/drip campaigns
• Define, deploy, manage marketing database and marketing automation tools

Lead Generation is about automating, scaling and driving top of the line growth.   

Product and Brand Marketing

Product Marketing is about matching product capabilities to customer needs.

• Build brand/product strategy plan including roadmap
  
• Monitor competitive landscape, participate in relevant industry events
  
• Understand and define product and brand target audience
  
• Own product/brand messaging and positioning
  
• Strategize and coordinate product launch
  
• Partner with product management team to define pricing strategy
  
• Craft brand success metrics (volume, revenue, margin, costs, net promoter score etc.)
  
• Conduct quantitative and qualitative market research, establish consumer insight program: via surveys, advisory board, focus groups etc. and feed product management with market insights
  
• Develop product collateral: blog, video, webinar, sales playbook and training
  

Branding is about giving your products a personality that meets your audience emotional needs

Digital & E-commerce strategy

Digital Commerce is not an option it's a necessity. Customers and buyers have moved to the digital age long ago, and organizations that can't adjust to this new reality will be left behind.

• Develop an online and mobile business strategy 
  
• Partner with the IT organization if possible to define best IT architecture, solution and vendors for given ROI
• Hire talent with previous experience in building e-commerce platforms: UI/UX designers, product managers, digital marketers and software developers
• Keep the digital team separate/standalone to execute on the mobile and online vision 
• Track performance of the e-business, enhance and adjust course accordingly

E- commerce solutions, if well executed, bring transparency, scalability and streamline business processes.