Taking an offering to such a well developed market can require a comprehensive strategy of marketing, consistent messaging, PR and selling. Rather than dilute the impact of these complementary disciplines, we advocate linking them as closely as possible. This is why we encourage our clients to work with us in:
Business success requires not only determined sales effort; it requires intelligent positioning, a differentiated proposition and clear communication of the message. With these foundations established, it is possible to commit any amount of time, money and resource to whatever it is that passes for ‘marketing'. We help build the foundation, then considering the resources available, structure a marketing strategy to support the business goals. We believe that Marketing is about getting noticed, so we are frequently amused by companies who seek to get noticed by doing everything the same as everybody else - what's that about? Images of well groomed models shaking hands in front of shiny buildings and platitudes about customer service and best practice have become a bit predictable. If your field has become crowded with birds of a feather, we're here to turn you into a peacock, or a toucan.
Strategic Account Selling
Most of our clients like to target the larger accounts; these are often the multi-nationals. The challenge most sales organisations face in addressing blue-chip multi-national opportunities is alignment of objectives. How do you get salespeople to collaborate when their targets and rewards do not coincide. We have complete alignment of objectives and ensure that our rules of engagement with the client and within our own team promote collaborative team selling, even across international boundaries where the strategy demands.
According to Forest Gump's mum Telemarketing is like a box of chocolates - you never know what you're going to get. Telemarketing services vary widely across the industry, sadly, so does the quality. We have experience of navigating these murky waters and are now confident of introducing our clients to the right style and quality of service to support their objectives.
Truly disruptive propositions do not generally succeed on advertising - who can afford to change a market through advertising? For real impact, innovations that are worthy of the name are launched through effective PR. It is more cost effective and has a greater impact. As part of an integrated marketing strategy, we can help you structure a PR campaign, or manage it for you through our network of reliable, but vocal PR partners.
A company's fortunes can turn on a few industry analyst observations. Like any other relationship, working with the analysts requires a structured approach backed up by knowledge of how that world works. We understand that world and introduce our clients to it where beneficial.
How Strategic Market Access can help you to turn analysts into advocates for your products, services and company
Analyst relations should be the foundation of any integrated marketing program. By not tapping into analysts you are missing out on getting plugged into some of the most connected people in high tech. Analysts are not only talking to your competitors, but are also talking to your customers, prospects, partners and potential partners.
Most importantly major companies, with allocated budget dollars for your product or service, are relying on analysts to come up with a short list of vendors. And in some sales situations these major companies are outsourcing the whole Request for Proposal (RFP) process to an analyst.
Maximise your budget
You don't have to spend a fortune to get good coverage. Through our contacts with analysts and our knowledge and understanding of the way they work, Strategic Marketing Access can help you to get maximum coverage with minimum budget, taking advantage of free briefings and tapping into their existing research schedules. If you do decide to enter into a paid relationship with specific analysts, our experience, knowledge of their commercial terms and personal relationships can help enormously during the negotiation process. By understanding what an analyst is working on and their view on the current state of the market, Strategic Marketing Access can make sure that you present your products and services in the best possible light, pointing out the ‘must have' features and benefits.
Prepare for Success
Analysts are busy people and it is vital that they don't perceive you and your company as wasting their time. By helping to make sure you prepare properly for briefings and other analyst engagements, Strategic Marketing Access will ensure that the analysts know that you respect their time. Presentations and demos are often a key part of analyst briefings and it is vital that they are properly prepared, and rehearsed and are specific to the analyst and the briefing topic. Analysts often have back-to-back meetings and will cut you off after the allotted time, even if you are just about to show them your killer function! Strategic Marketing Access can help you to prepare, suggesting the best way to get your messages across and providing feedback on materials and rehearsals.
Know your analyst
There are many analyst firms and many analysts within them, covering a broad array of topics and industry verticals. As well as helping you to identify the analysts that your customers and prospects are listening to, Strategic Marketing Access talk to many of these analysts on an ongoing basis and can be your eyes and ears in the analyst community, identifying opportunities to contribute to research and making sure that you don't miss out by not being involved in the key reports for your industry, product or service. Analysts are looking to establish relationships with executives that they can count on to help them with their research and inquiries from end users. Strategic Marketing Access can help you to show the analysts how smart you are and how much you know about the topics they are interested in.
There many other tips, tricks and approaches that our analyst relations experts can apply on your behalf to make sure that you succeed with analysts. Our AR experts have learned these over many years of specialising in this area and of building relationships with key analysts.
What We Do