Marketing Strategy Consulting
Philip Kotler, known as the “Father of Modern Marketing”, defines marketing strategy as “the overarching plan or high-level approach that guides the actions and decisions of a business”. This work includes decisions related to target market, positioning, value proposition and competitive differentiation.
It’s important to understand the market, client history, how and why they buy, and where they sit in the competitive landscape. In short, strategy is the “what and why” of marketing.
Unfortunately, for many companies, tactics often overshadow the strategy because they make leadership feel that something tangible is being done. But action without a strategy is the best way to confuse movement with progress—and fly through your marketing budget in the process.
Strategy = Roadmap
Strategy is the roadmap that drives the specific marketing channels and activities that are implemented from that strategy and may include ad campaigns (digital and print), social media, content creation, email marketing, promotional events, networking, industry conference and trade booth marketing, among others. But it’s critical to know which channels to use to attract the Ideal Prospects, and that is determined by many factors. These include the prospect targets, how they make decisions and where they gather. Without that you can’t be sure your messages will be seen and heard, not to mention the practical matters of budget, timeframe for results and resource availability.
Susan Gold Coaching provides custom strategic consulting services for B2B companies that answer the “big questions” that align with growth and expansion objectives.
How
do we identify our next growth market and size the opportunity?
Where
do we direct our team and marketing dollars geographically?
How
do we determine our ROI and marketing effectiveness?
How
do we align sales and marketing strategy for a united effort?
What
We’re drowning in data but we don’t know what we should do next.
What
can we do differently to compete more effectively?
How
do we redirect our marketing resources to more effectively fill our pipeline with the right prospects?
How
can we better understand the current needs of our customers?
These big-picture questions need practical, data-driven answers that are timely and responsive. Based on in depth input, a detailed, custom proposal and project scope would be provided including objectives, action steps and outcomes, keys to success and interdependencies, timeframes and fees.