My Approach to Analyst Relations & Marketing
The broader topic of marketing is a dynamic, multifaceted discipline that everyone has an opinion on, yet true mastery is rare. Throughout my career, I've collaborated with talented professionals and honed a deep understanding of what drives success. At its heart, successful marketing is about creating exceptional products or services, building trust with key stakeholders, and delivering the right message at the right time. This creates strong brand equity. Here’s a glimpse into my approach and how I can help you achieve exceptional business performance.
Define with a Product Marketing Strategy
There is no more critical factor in business success than having the right marketing strategy to launch and sustain new products. The challenge is that it must be continually evaluated and updated as market conditions change, or new competitors emerge. Intelligent Process Automation, Artificial Intelligence (AI), and Machine Learning technologies, among many others, are now disrupting many business models, triggering a need for a strategy or marketing program review.
Every great product and marketing strategy starts with a unique value proposition. This message must be differentiated and be more than just a technology-focused message. There must be a clear and concise story that explains how business value is created and why this difference matters to your customers.
I can perform each of the following services to help identify the best strategy that falls within your budget, resource, and time frame constraints:
See my recent achievements.
Every great product and marketing strategy starts with a unique value proposition. This message must be differentiated and be more than just a technology-focused message. There must be a clear and concise story that explains how business value is created and why this difference matters to your customers.
I can perform each of the following services to help identify the best strategy that falls within your budget, resource, and time frame constraints:
- Analyst Relations Plan/Strategy Creation
- Supporting Product Collateral & Analyst Slides
- Value Proposition Refinement
- Competitor Evaluation
- Pricing Analysis
See my recent achievements.
Amplify with Analyst Relations, PR, and Brand Awareness
With a marketing strategy and communications program in place, the next step is to amplify the awareness and positioning of your value proposition and solution offering. This approach will positively impact sales and marketing effectiveness by providing the necessary "air cover" to shorten the sales cycle and expand existing customer footprints.
The use of third-party influencers is an important part of the enterprise software purchase cycle. Validation that solution providers can do what they say and are well positioned for the future are important selection criteria. Working with the analyst and influencer communities can help achieve this validation, providing a strong ROI as a strategic part of a marketing program.
I can define and execute a plan to increase the awareness of your brand. This can include one or more of the following:
See my recent achievements.
The use of third-party influencers is an important part of the enterprise software purchase cycle. Validation that solution providers can do what they say and are well positioned for the future are important selection criteria. Working with the analyst and influencer communities can help achieve this validation, providing a strong ROI as a strategic part of a marketing program.
I can define and execute a plan to increase the awareness of your brand. This can include one or more of the following:
- Analyst Relations Program
- Public & Media Relations
- Influencer Engagement
- Marketing Communications Strategy
- Speaking & Awards Programs
See my recent achievements.
Nurture with Writing & Content Creation
At the core of any marketing or awareness strategy is great content. Marketing "assets" can come in various formats, whether as a video, podcast, webinar, blog post, contributed article, or technical white paper. Each must communicate with a common voice, in the language of the industry, and be tailored to meet the needs of your audience.
These assets provide different ways and new opportunities to reinforce your brand message and value proposition. Generative AI has streamlined how content is prepared. However, it is not a complete replacement. The right topics and writing perspectives must still be applied for consistency and thought leadership positioning, including when engaging with the analyst community.
I can prepare each of the following as part of the execution of your marketing, communications, and awareness strategy:
See my recent achievements.
These assets provide different ways and new opportunities to reinforce your brand message and value proposition. Generative AI has streamlined how content is prepared. However, it is not a complete replacement. The right topics and writing perspectives must still be applied for consistency and thought leadership positioning, including when engaging with the analyst community.
I can prepare each of the following as part of the execution of your marketing, communications, and awareness strategy:
- Analyst Briefing Presentations
- Blog Posts
- Newsletters
- Emails
- Press Releases
- Contributed Articles
- Marketing Collateral (brochures, data sheets, success stories, etc.)
- White Papers
- Website Copy
See my recent achievements.