We connect Big “M” and little “m” marketing
Big “M” marketing answers important strategic questions:
- What do I sell and how is it articulated to my market?
- Do I have different targets for the different offerings that I bring to the market?
- What are the best segments to reach for my business and why?
- What are the specific buying decision-making roles that I should target within those segments?
- Do my brand position and messaging framework resonate with my specific targets? Am I addressing their needs and pain points?
Big “M” marketing work:
- Market Opportunity assessment and prioritization
- Definition of Customer Segments
- Value Propositions and Positioning versus competition/alternatives
- Messaging, Voice and Tone
- Marketing strategy and prioritization of marketing tactics
- Marketing/Sales funnel and metrics
- Channel / Retail Strategy
- Product / Service Strategy
Strategy then dictates the small “m” marketing tactics:
- What marketing communications best reach our target customer segments?
- What materials best support our sales team?
- Where should I hire marketing staff versus contractors? What should our marketing organization look like?
- What is my marketing budget?
- How do I measure results?
Little “m” marketing work:
- Structure of marketing departments and position descriptions
- New product launch plan
- Email marketing plan
- Social media plan
- Customer event plans
- Advertising SEM goals, key messaging and targets, RFP for vendor selection
- Marketing operations
- Sales/business development support materials
- Website goals, messaging, criteria for vendor selection
- SEO approach, keywords, vendor selection