- Our services:
- Market Impact,
- Product Impact,
- Sales Impact,
- Channel Impact
The demands on your time and focus are significant. Let us lighten the load.
Our strategic consulting services combine a common-sense approach with veteran expertise in critical thinking and problem solving to boost your brand. Whether that entails formulating marketing strategies and sales enablement programs or supplementing areas in your product marketing and channel marketing initiatives.
We believe that while quality execution of marketing programs is essential to positive outcomes, the path to success starts with an upfront investment in planning and preparing.
Market Impact: Messaging and communication strategies
Developing a new solution or revising the messaging for an existing product or service? They’re both time-consuming efforts that require talent and focus. The latter of which is often in short supply as day-to-day activities, such as managing marketing programs and teams, compete for your energy.
We’re your shortcut to market
More than 20 years of B2B experience helps us know what resonates with prospects and customers and what doesn’t. Our expertise ensures your brand and solution messages get delivered in a concise, powerful, and meaningful way. We use a deep understanding of the B2B space and the priorities of key decision-makers to hone your communications, so they speak directly to your audience.
How to stand out from the crowd
Your messaging isn’t something you can just pull out of thin air. It needs to be validated by external research and inputs. We immerse ourselves in your world so we can tell the story with confidence and real-life details, not fluff.
We start with a deep dive into your business environment: from the competitive space you inhabit to the day-to-day lives of your customers. It takes a comprehensive understanding of your sales model, audience segments, and solutions. To fully achieve that, you need input from not only internal stakeholders, but customers, partners, and third-party industry experts and analysts.
The process for gathering that information includes a variety of activities:
The goal is to determine how to speak to your audience in their terms—and to identify what it is that only you can say to them. Specifically, the positioning statement we develop contains multiple customer value propositions that inform and direct the messaging.
Once we gain your group’s consensus and approval on the positioning statement and value propositions, we create messaging platforms that guide content development.
The four parts to creating and implementing a messaging strategy
Identify customer pain points
Identify solutions (based on benefits and capabilities)
Develop positioning statement (for internal use only)
Establish key value propositions (for external audiences)
Create messaging platforms and communication strategy
Identity creation & implementation
Write primary messaging content
Explore design trends (general and market-specific design research)
Create visual identity
Communication & coordination
Distribute editorial and design guidelines to ensure consistent usage across client audiences, vendors, and partners
Deliver messaging through the right channels
For your messaging strategy to succeed, you need to know who you’re speaking to and how to reach them. Also critical is the cadence of your communications with prospects. By carefully crafting the right series of touchpoints, your marketing efforts can capture mindshare and increase awareness without overwhelming your audience.
Part of what we learn during our exploration of your audience and the ecosystem in which they conduct business is an understanding of their behaviors and buying habits, such as where they go to find information about solutions and services. That helps us develop customer profiles or archetypes that support a cohesive communication strategy.
Armed with that intelligence, we recommend the best channels or outlets to distribute your content, as well as the right mediums through which to tell your story. Perhaps most importantly, we orchestrate these elements to ensure that you are positioned uniformly, and your messaging is delivered consistently, across all points of customer engagement.
Executive Positioning Workshop
To find consensus and clarity, you need input from key stakeholders and internal content experts. A guided discovery conversation starts uncovering the most critical aspects of your brand’s story. Such as:
Your core audience. Who are they? What groups, and what are the titles/job functions within those groups?
Your audience’s pain points. What holds them back from success or gives them headaches? What problems do your prospects and customers face? What’s real and what’s perceived?
The market landscape. What are your competitors saying in the market? How does the audience feel about them and their solutions? What’s the current trend?
Perceptions. What do customers think about your company and your solutions? And are these perceptions true or false?
Current offerings. What solutions does your company currently offer to solve customer problems? Which of these are most unique and desirable to customers?
Product Impact: Product marketing strategies
Taking a product to market is no simple feat—whether it’s a business with a single solution focus or a large enterprise juggling an extensive portfolio of offerings.
In all instances, the necessary marketing activities are similar and numerous. And so are the pitfalls that cause delays and low market adoption.
There are no shortcuts, and a punch-list approach to managing a launch should only be a guide, not a one-size-fits-all program.
Put your solution in the best position to succeed, from pre- to post-launch
At Sudden Impact Marketing, we have the consultative expertise to fill gaps and act as a natural extension of your product team. We can assist your team in building a strategy that spans the four critical areas of launch marketing:
Need help productizing a service?
Talk to our team about our productization methodology that addresses sales, delivery, audience segments, and marketing. It’s an approach that helps ensure a successful launch and adoption by customers.
When does a launch end?
Instead of determining a completion date, you should transition a solution launch into an ongoing marketing campaign. That way, you maintain momentum and can immediately start a lead nurturing program to continuously create sales opportunities.
Sales Impact: Sales enablement strategies
You want your sales team in the field working opportunities and closing deals.
To do that, they need the right tools and solution knowledge to meet prospects where they are in the buying process to advance the sales effort.
But what often happens is the marketing tools come up short in speaking to the prospects’ pain points or lack the content required at a particular point in the buying process.
Compounding those problems is a complicated or inadequate campaign rollout to the sales organization. If training is insufficient or confusing, sales teams and channel partners will be hesitant to promote the solution. It’s human nature to default to our individual comfort zone. For sales people, it’s selling what they understand well and have had success with in the past.
We make the complex simple and the content highly relevant
Confidence in the content and trust in the training are keys to successful sales. We partner with your product, marketing, and sales organizations to develop effective strategies to educate sales teams and provide them with the assets they need to uncover, nurture, and close deals.
To build a tailored sales enablement strategy, we consider revenue goals, audience disposition toward your solution, sales team knowledge (internal and channel teams), sales scenarios, and influencers. These variables shape the necessary messaging, level of training, and library of sales tools.
Sales tools to consider
- Sales tips—Brief summary of useful tactics when approaching a prospect/customer or furthering an opportunity
- Sales successes—Recent wins and the strategy and tactics employed to close the deal
- Sales playbooks—Campaign overview about opportunities, target audiences, objection handling, competitive information, and resources
- Sales accelerators—Brief summary of a campaign and how to get started
- Call guides—Discussion guides for cold calling prospects to initiate an opportunity
- ROI calculators—Mid-to-late buying process tool that provides financial details for prospects when considering solutions
- Customer-facing presentations—Sales presentation to address a customer’s pain point with the focused solution
- Sales productivity apps—Tools to help a mobile sales force easily access content, presentations, and ROI calculators during the customer buying process
- Sales kits—Unique sales presentations, often dimensional in nature, to promote a solution and convey its key selling points
- Emails—Offer-based personal emails from the salesperson to a prospect/customer to drive a sales effort
Channel Impact: Partner growth strategies
Channel partners extend your brand reach and amplify your message—as long as they buy in to your program and maintain that interest. After all, they want to sell what the market demands, and what doesn’t require more work than it’s worth.
We’ve been working deep in the technology partner ecosystem for more than 20 years. From recruiting and nurturing channel partners to executing lead generation and sales-enablement programs.
We know the language of partners, what motivates them, and how to capture mindshare with them. More importantly, we help ensure your solutions remain top of mind, increasing your and their success.
We develop growth strategies and programs that focus on:
Read more about our full offering for channel marketing.