Go-To-Market Planning | eClarity process

Good Marketers love eMarketing as it forces FOCUS. And focus is one of the keys to effective marketing. Each product deserves its own BFOUND campaign - we will explain. Each products has a story - a set or list of benefits that the prospective buyer will attain by purchasing that product. Our task in marketing is to match that specific buyer to that specific product (or service) AT THE RIGHT TIME. So we have 1. FOCUS, 2. SPECIFIC TARGET BUYER and 3. TIMING.

During our eClarity Workshop we generate a rigorous discussion, encouraging all points of view and wrestling these issues to the ground. Buck Rogers said “its no good picking up speed if you’re on the wrong road”, and that certain applies to eMarketing. There is no point doing all the work needed to drive the wrong people to the wrong product (or service) at the wrong time. So taking a little time to get it right will pay dividends once the BFOUND Program gets underway.

We ask our clients to show us a picture of their ideal target. An actual photograph of THE person we are trying to attract.

If we could only say one thing about the product - if we only had time to address THE key benefit - what would that be?

Messaging, positioning and the importance of brand in the purchase decision are all discussed and documented. Competition - strengths and weaknesses - we cover all of the issues that separate you from the others. And we make some informed choices. Some decisions (the root words of decide are ”to kill” the options).

Now we are ready to develop our  Inbound Marketing Strategy.