I frequently consult with small business owners who are interested in identifying more effective ways to go to market. I had a good meeting with a small business owner this afternoon. She owns an outsourced office suite for business owners and entrepreneurs. Her brand is third or fourth in a market led by Regus and a few other players. Her clients fall into a couple of buckets. Some are solopreneurs…
DIAMOND Strategic Marketing provides a compelling advantage and clear value to its clients by planning and implementing the critical client-side high-tech marketing tasks that no one else really knows how to. Strategic market planning, market research, detailed target and segment marketing, product agreement, cross-organizational integration, and messaging/positioning to ensure that the company is ready to go to market…and doesn’t waste time and money. For less and quicker, so that companies…
DIAMOND Strategic Marketing is primarily hired by CEO’s of growing technology and professional services firms that want to take their company to the next level, whatever that may be. Usually there is a revenue growth goal in mind, and the company has reached its first or second critical inflection point. We get that they are primarily interested in growing revenue. That’s unusual from other marketing consultants. Here’s how we help…
One of the reasons that CEOs of growing tech firms don’t always appreciate the value behind the marketing investment is because too often “marketing” seems like random, immeasurable folly that can’t be tied back to the main goals of the business. These goals are usually related to revenue or sales achievement. A reason for this is that the marketing team often has no real insight into who the true money-paying…
We are often invited to present current marketing trends to CEOs at clients of our business partners. This morning, Aileen Pisciotta, attorney at Executive Counsel, invited me to present current trends in marketing to her clients. The reception was great and I appreciated the chance to interact with some bright and interesting business leaders. Here’s a summary of what we discussed: Even though new marketing ideas emerge on a daily…
Frequently, CEOs at my prospect companies will say to me, “We’ve called every prospect on our list once but no one wants to buy. Now what do we do?” I ask them to tell me about the other 41 things they are doing to move a prospect through the pipeline into a paying customer. You see, it would be great if all we had to do in the business-to-business, enterprise…
Your overall corporate goals must be clearly understood before any marketing program begins. Here are four planning categories that must be identified before you start. Revenue Goals: Revenue goals should be broken down by product and service line offering. For example, $1.7 million in products and $3.4 million in services. You need to document how many customers you will need to get to reach that number. If the average unit…
There are so many things that are defined as marketing today in the business world. The activities that come under the umbrella of marketing may include lead generation, branding, campaign management, Web 2.0, communications, customer relations, loyalty programs, sales support and even executive relations. Marketing organizations often are also responsible for graphic design, web site management, events, and corporate standards. However, marketing organizations often fail to realize that their main…
Singapore Electronics, a hugely successful Asian technology company, with products that span a wide range of electronics, software, and wireless offerings, was looking to open a US market. After a number of stops and starts, the company opened a branch in 2001. The project entailed looking at the company’s product line and determining which ones had the best chance of success in the US. After narrowing the list to under…
There are two elements of an effective marketing plan that fast growing government contractors should consider. While an effective go-to-market strategy includes sound business development, targeting, and performance, two marketing tactics that are strong today are corporate blogs and electronic newsletters (e-newsletters). This is for the following reasons. Many high-tech and professional services firms have many messages they are trying to get into the market. While it would be great…