Marketing communication for complex products and services
Many products and services are complex. It can be hard to explain your value proposition succinctly. How do you vary your message to different customer segments? How do you support sales staff? How do you cut through to time-poor customers reluctant to part from traditional technologies?
InDepth Communication specialises in marketing communication approaches that address these challenges. Our innovative engagement approach revolves around mapping the subject matter against key customer segments to identify what will engage customers, building your own audience with online customer communities and developing the organisation's thought leadership to support the sales funnel.
I do all the things you would expect a content marketing service provider would do. I write engaging content for websites, social media and all forms of marketing collateral - from company brochures to white papers. However, I do so in the context of an integrated approach to understanding what will engage your customers, build your audience and support your sales funnel.
What sets InDepth apart is out deep knowledge of science, engineering and technology. I am an engineer with 15 years of experience in both industry and publishing. I speak your language already.
If you rely on your expertise and sophisticated technology to compete in the business-to-business environment, then you have come to the right place to get serious with your marketing.
Identifying what your customers will connect around.
A core aspect of any marketing campaign is to have a clear approach to customer segmentation. For complex products and services it's important to understand the one thing that that will engage your customers, which will vary from category to category.
InDepth specialises in sophisticated mapping of your technology against core customer needs, application categories and the technology/vendor ecosystem your brand operates in.
We conduct interviews and workshops with your in-house experts, customers, end users and other key stakeholders in the procurement/supply chain to identify insights and the topics of critical importance to your customers.
We then consult on successive drafts of a customer segmentation framework. For each category, we identify customer personas and key messaging that will underpin your marketing communication strategy.
Building your online audience
Online communities are increasingly seen as the key to developing productive relationships with your customers. Recently large vendors have become publishers in their own right, now they are building their own private audiences.
InDepth is expert in building vibrant customer communities around the key topics identified in the earlier mapping of your customer environment.
We provide a range of services including organising, marketing and hosting webinars, face-to-face events, stimulation of discussion forums and management of online platforms.
Engaging your customers to build the sales funnel
Having built a trusted relationship with your customer community, a light touch is required to take the relationship to the sales stage. The thought leadership approach to marketing communication is ideal for companies with complex products and services.
Building the sales funnel starts with sharing your expertise in a way that encourages your customers to open up about their needs and become increasingly engaged with your value proposition.
InDepth works closely with your in house experts and sales staff to develop marketing collateral and content marketing services that facilitate all aspects of your thought leadership strategy. Services cover thought leadership coaching and workshops, communication plans and all supporting editorial services including ghost writing, social media, graphic design and video production.
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