Go-To-Market


Potential customers want different kinds of content at different stages of their research and purchase process. Therefore, selecting the appropriate communications vehicle for bringing a new product to market is essential to hitting the mark.

Asset development

We work closely with our clients to articulate messages based on customers’ input and then engage industry analysts, press, and influencers through two-way interactive communications for validation. Our goal is to have customers endorse the brand message and use word-of-mouth marketing to capture demand.

We reverse the traditional marketing approach by developing crisp messaging based on influencers’ engagement rather than rely solely on product features.

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Process

  • Data gathering with the product teams and executives
  • Market perspectives from influencers and trend-analysis
  • Customer intelligence from listening programs
  • Gap analysis
  • Segmentation: identify the influencers
  • Competitive landscape
  • Collaborative marketing with customers and advocates
  • Message refining and testing
  • Launch through traditional and evolving channels of communications
  • Sales enablement tools for Web, Mobile, and Events
  • Internal sales enablement execution

Deliverables

  • Assets creation
  • Product launch execution
  • Analyst briefings
  • Media launch materials
  • Sales enablement tools for Web, Mobile, and Events
  • Launch events (A to Z logistics)