Clear, compelling messaging is the foundation of a strong brand.  I start every marketing program by ensuring the product positioning and unique value propositions (UVPs) for each target audience are well defined, validated, and understood throughout the organization.

 

Developing a powerful, pragmatic marketing strategy is influenced by many factors: market maturity, competitive landscape, economic conditions, available resources, etc.  Regardless of product, industry or circumstances, to be successful every marketing strategy must be:

1. Rooted in a deep understanding of the customer

2. Aligned to the goals and priorities of the company

3. Inclusive of all phases of a customer lifecycle:

Awareness, Consideration, Conversion and Advocacy.

4-Phase Marketing Approach

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Audience Segmentation

 Buyer Journey Mapping

ABM/Digital/Experiential Tactics

Targeted, Dynamic Content

Integrated Campaigns

Email/LDR Nurture

Thought Leadership

Public/Investor/Analyst Relations

Industry Awards/Events

Web/SEO/SEM

Advertising

Product Launch

Goals

Plans

Metrics

Value-based Selling

Closed-loop Lead Flow

Competitive Positioning

Industry/Product Training

ROI Models, Case Studies

Win-Loss & Funnel Analysis

Customer Testimonials

Customer Advisory Board

Onboarding & Education

Net Promoter Score, Surveys

Social/Community Building

Partner Co-marketing

Marketing Program Metrics

Executives and board members love metrics.  I’ve learned to love metrics, too, not just out of fiscal responsibility, but to answer the question every dedicated, goal-oriented employee wants to know: “Is it working?”  We owe it to our teams, not just our bosses, to identify and quantify the impact of their hard work and talent.  With the right tools and a clear set of objectives, I guide the marketing department to measure every program, optimize the budget, and maximize results at every stage of the funnel. 

AIR COVER

Media Coverage, Social Followers

Web Traffic, Search Rankings

FUNNEL

Contacts, Responders

Conversion to Opportunity Rate

Pipeline Contribution

REVENUE

Conversion to Closed-Won Rate

Marketing Influence on Closed-Won

LOYALTY

Renewal/Churn Rates

Customer Lifetime Value (LTV)

ADVOCACY

Testimonials

Net Promoter Score

EFFICIENCY

Campaign ROI & Payback

Cost Per Lead

Customer Acquisition Cost

Return on Marketing Investment

© 2020 Carla Fitzgerald,  All Rights Reserved                                                                                 

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