Marketing RoadMaps

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
  • Branding
  • 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