SERVICES OVERVIEW

COMMON CURRENT STATE

  • Some companies experience that marketing-generated campaigns have delivered diminishing response rates.  Only rarely are high-quality opportunities being generated by marketing.  In general, both digital and traditional marketing has been losing its effectiveness.  Evaluators are listening almost exclusively to trusted 3rd-party sources.  Marketing needs to evolve to generate influencers.
  • Is marketing producing pretty deliverables that may not effectively influence your target market’s buyer personas?  Marketing must align its positioning and messaging with key personas – addressing their urgent needs.  Content must shepherd a persona from early awareness through to willingness to purchase.  Companies that deliver marketing as a marketing or sales-defined branding exercise will fail to influence their potential buyers effectively.
  • Has your company gained new customers, but lost the opportunity for positive reviews, testimonials or referrals  – maybe as a result of not meeting customer expectations. Customer service must align itself with the market’s expectations – partially set by sales & marketing. Does this sound like it isn’t a marketing or product management problem?
  • Have you delivered or used a product that has features that rarely if ever are used, yet is missing other “obvious” features?  Product management must align its products with market problems.  If product/service features are engineering, sales or “key executive”-defined, products may suffer from not being ideally aligned with market needs.

These examples and practices highlight a few of the many telltale and costly signs that an organization is not effectively market-centric and market-aligned. Furthermore, it correctly suggests that marketing budgets are only effectively leveraged if the company is universally market-aligned and provides an aligned buyer experience through multiple company – marketplace touchpoints. Traditional, single department marketing fails to address the necessity of a multi-departmental, cross-organizational responsibility and effort required for effective marketing.

THE TREATMENT

  • Utilizing a time-tested “gap analysis”, quantitative methodology, Golden Gate brings the knowledge and tools allowing your whole organization to focus and reconnect with your market.  The result is an in-depth assessment and re-crafting of each touchpoint between your organization and its desired market(s). Furthermore, touchpoint baseline measurements and goals are established.

THE RESULT

  • Improved measurable result from a fixed marketing budget – and baseline metrics to compare results
  • Improved quantity and quality of sales leads
  • Improved retention and advocacy, which ultimately makes marketing more efficient
  • Increase in customer referrals and viral lead sources, which reduces the cost of high-value leads
  • Improve the expression of your brand because everyone in your organization knows their role and activities to reflect your now-unified brand.

SERVICES CATEGORIES OVERVIEW

  • Customer experience management
  • Customer and Evaluator Journey Mapping
  • Marketplace and segment research/assessment
  • Departmental, cross-organization brand alignment
  • Account-Based Marketing
  • Web presence assessment and vitalization

Touchpoint Management