B2B Marketing Consultant
I help CMOs and their marketing teams make sense of strategy choices. Together, we find effective solutions to product marketing challenges. And we design and develop effective management processes, too, so that marketing can respond more swiftly to change.
How I can help you
- providing perspectives on strategy choices
- advising on evaluation criteria so you can set priorities for marketing resources
- helping you compare and navigate alternatives – and avoid landmines
- providing a fast, safe start in new areas
- avoiding the loss of time and effort from learning by trial-and-error
- offer insights on issues and outcomes, based on hands-on experience
- suggest better structures and processes for improving marketing efficiency
Problems I have solved for clients
Most of my work is done under NDA, so the descriptions that follow are anonymised summaries of successful projects:
- Go-to-Market Strategy development
Close collaboration with Sales and Business Development to design and develop a go-to-market strategy that aligns with the company’s business objectives. This included a strategy for identifying and prioritising market segments, and specific target organisations for targetted Account-Based Marketing via social media (LinkedIn).
- Product Messaging that aligns with Brand values
In complex B2B selling, effective product messaging must resonate for all members of a Buying committee. This project involved developing a series of value propositions and messages to communicate the product differentiators to multiple Buyer Personas. At the same time, messages were aligned to a strong corporate identity and reinforced the brand positioning to target audiences.
- Sales and Marketing alignment
Deep collaboration between marketing and sales resulted in a B2B Product Category being re-positioned as a Service to drive international revenue growth. Working together to understand of the customers “job-to-be-done”, sales and marketing identified new Touchpoints on the Buyers Journey. Marketing deliverables included new content pieces with strengthened value messaging.
- Product Launch planning
The planning and execution of a product extension into a new segment for a high-value investment machine with long sales cycle included positioning and messaging. The choice of marketing tactics to generate interest and awareness for the product covered owned, earned and bought media channels.
- MarTech selection and implementation
This project began with consultation to gain buy-in from the managers of eight country offices. Criteria for product selection and the long list were defined; presentations by short-list candidates were evaluated. After awarding the contract, an implementation roadmap provided the basis for work sequences (including integration of marketing automation data flows to CRM) and progress reporting to management. The brief included training for staff, and a formal hand-over to a full-time function manager, appointed to lead the new team.
- Performance Measurement and Optimization
By establishing performance metrics aligned to business objectives, the marketing team gained insights that enabled it to optimize email marketing campaigns and achieve better results. They set up tracking and measurement methods, analysed performance data, and adjusted content and copy to achieve better results.
- Process Design and Development
A simple marketing communications challenge – set up newsletters for three B2B target groups – was complicated by the resource restriction: only one staff day per month. We achieved the objective by simplfying and standardising the the work process steps and getting up-front agreement on how meetings would be run from all participants: director, manager and team member. The process was used successfully for six years.