Generate demand & accelerate sales

 

Across the buyer’s journey, our services include demand generation, influencer marketing, outbound marketing, lead generation, inbound marketing, lead nurturing, account-based marketing, sales enablement, and customer marketing. These are proven sales & marketing strategies and tools we use to deliver the right content to the right buyer(s) at the right point in the buyer’s journey – to drive revenue.

Leverage proven sales & marketing strategies and tools

across the buyer’s journey

 

Pre-awareness

At this stage your goal is to find and engage your prospective buyers. Find the people whose problems your product or service resolves. Educate them about what you offer. Engage them.

Demand generation
  • Branding
  • Events
  • Hosted webinars (“virtual events”)
  • Contributed articles
  • Infographics & other data visualizations
  • Blog posts
  • Short videos
  • Market trend reports
  • Paid search
  • Search engine optimization (SEO)
  • Social media (organic & paid)
Influencer marketing
  • Social media
  • Analyst relations (AR)
  • PR/media relations
  • Content distribution to influencers
Outbound marketing
  • Email marketing
  • Direct mail
  • Digital advertising

Awareness

At this stage your goal is to turn prospects into leads by enticing them with valuable, actionable content that they can use today to solve a problem.

Lead generation
  • Lead-targeted content syndication
  • Lead-targeted paid social media
  • Lead-targeted publication in external outlets
  • Lead-targeted organic social media
  • Lead-targeted landing pages
  • Whitepapers
  • Webinars
  • Podcasts
  • Use cases
  • Tip sheets
  • Checklists
  • Technical briefs
  • Business briefs
  • Short thought leader videos
Outbound marketing
  • Email marketing
  • Direct mail
  • Outsourced lead generation
  • Inside sales/ Telemarketing
  • Digital advertising/ Paid media
  • Retargeting

Consideration

At this stage your goal is to walk leads through the sales pipeline by giving them progressively more valuable content, targeted to their preferences.

Lead nurturing
  • Case studies
  • Analyst reports
  • Whitepapers
  • Webinars
  • Podcasts
  • SlideShares
  • Solution guides
  • Data sheets
  • In-depth thought leader videos
  • Email newsletters
  • Drip emails
Account-based marketing
  • Account-targeted content syndication
  • Account-targeted paid social media
  • Account-targeted landing pages
  • Buyer role-specific perspective sheets
  • Business cases

Decision

At this stage your goal is to quickly and efficiently close the deal.

Sales enablement
  • Case studies
  • Buyer’s guides
  • Sales decks
  • Sales brochures
  • ROI presentations
  • RFP responses
  • Needs assessments
  • Joint customer webinars
  • Buyer role-specific perspective sheets
  • Business cases

Evangelization

At this stage your goal is to turn customers into evangelists – perfect candidates for cross-selling and up-selling, and your best sales people.

Customer marketing
  • Client onboarding guides
  • Customer newsletters
  • Customer events
  • Value maximization guides
  • Refer-a-Friend campaigns
  • Customer “listening” campaigns
  • Customer-targeted social media

Engagement Models

Across the entire buyer’s journey or for any particular stage, delivery of the B2B demand generation and sales acceleration services described above is a three-step cycle: strategy, execution, and optimization. Many clients leverage our services end-to-end across all three steps of that cycle. Some develop strategy in-house and hire us to execute at scale. Still others hire us to optimize existing programs. We are open to whatever engagement model best suits your particular needs. (Check out some common use cases.)

Having a strategy doesn’t guarantee success, but not having one guarantees failure. Strategy is about understanding your buyers and their journey, and your goals, and crafting a program designed to walk your buyers through their journey in order to accomplish your goals.

 

Key elements of effective strategy include:

Buyer persona development & buyer journey mapping

Messaging platform development

KPI dashboard development

Internal content audit

Competitive analysis & benchmarking

Needs assessment

Lead flow mapping and lead score development

Marketing automation tool selection and implementation

Campaign development

Content distribution planning

With an effective strategy in place, the rubber meets the road with execution. This is about creating great content, to be sure – content that resonates with buyers and moves them to action. Our team of marketing professionals, journalists, designers, and social media experts create content that is thought-provoking, explanatory, and authoritative. That is at the heart of engaging potential customers.

But great content, while necessary, is not sufficient. Effective execution is also about ensuring that each piece of content is designed to integrate within a broader ecosystem – built based on feedback from both marketing and sales – to achieve the end goal of driving revenue.

 

Key elements of effective execution include:

Content development at scale

Keyword research

Big rocks & little rocks

Internal content integration

Marketing automation tool management

External content distribution

Content promotion & amplification

Community engagement

The only content that works is content that works. You could create the most brilliant interactive whitepaper ever written and if it doesn’t get to the right buyer at the right time, and doesn’t compel that buyer to action, then it’s a failure. Optimization is about seeing what has worked well and what could work better and tweaking the program to do more of the former and less of the latter.

 

Key elements of effective optimization include:

KPI data analytics & reporting

Campaign assessment & optimization

Asset assessment & optimization

Marketing automation tool optimization

Use Cases

If you have a small (or even non-existent) marketing team

For start-ups that have received initial rounds of funding but have not yet built robust marketing teams, we can help kick-start the marketing program. In this case, typically our work would focus on pre-awareness and awareness – essentially, filling the sales pipeline. Then we would turn to the later stages, consideration and decision, to help ensure a scalable platform for sales to convert leads into customers. As the company grows, we can back off on execution and even strategy, potentially handing over the reins entirely once the marketing team is fully built-out.

If your bandwidth is constrained

For many fast-growing companies, the marketing team is constantly constrained by bandwidth issues – able to launch but not scale innovative marketing programs to generate more leads, or better convert existing leads. We come in with the bandwidth, expertise, and partnership attitude that enable us to deliver on your existing strategy – at whatever scale is required to meet your business goals.

If technical content is a challenge

We’ve been doing content since way before content was cool, but these days most companies have content developers in-house. But they’re not always able to execute on the most technical projects – writing that whitepaper your head engineer has in his head and is could become the lynchpin in your new ABM program, for example.

If you’re looking for a fresh perspective

It’s easy to see the forest for the trees when you’re in a helicopter flying at 5,000 feet. It’s much harder when you’ve been trudging through that forest for years. If that’s the case for you, we can fly in and share a fresh perspective – backed by a robust audit of your content benchmarked against your key competitors. We can then take those learnings and recommend optimizations to your existing strategy and execution.

Of course, it’s really not the proven sales & marketing tools that drive revenue for our clients. It’s the people who leverage them.

 

Copyright Castelazo Marketing Ltd. 2018

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