For your business to succeed, you have to know where you want to go and how you will get there. You wouldn’t create a business plan without an underlying strategy, and your marketing should be no different. Taking the time to plan now is an investment that will pay off later by providing better results and causing less frustration.
Connectsm specializes in developing high-tech marketing solutions for enterprises. We can help you through every step of the marketing process, from planning comprehensive business-to-business strategic messaging to evaluating the effectiveness of a single press release. We will begin by conducting market research to ensure you have the proper foundation on which to build your campaign, because you need to know who you are trying to reach, as well as the current state of high-tech marketing. Using the results of this research, we will then work with you to develop the business-to-business strategic messaging that will define your products, improving your Internet presence through Web 2.0 media. As your campaign unfolds, we will provide reports to measure the effectiveness of the program and help you get the most out of your marketing.
Interesting content is the core of an effective marketing program. Surveys and focus groups are excellent ways to generate content. A well-crafted research project can provide content for a wide variety of programs, including:
In addition, research content remains relevant for as long as 18 months. It is no wonder aggressive companies use surveys to:
Connectsm has conducted more than 100 surveys, involving more than 100,000 respondents from all kinds of companies, representing CIOs, IT managers, network administrators and other technical professionals, as well as end users.
Connect offers comprehensive research services, including surveys, traditional focus groups and in-depth telephone interviews.
Symantec wanted to extend their thought leadership in the emerging mobility market. To help, Connect designed, executed and analyzed a survey of more than 3,200 global organizations in 29 countries. We then prepared 33 versions of PowerPoint decks, written reports and fun infographics for different countries and highlighting different cuts of the data such as SMB or Enterprise.
As a result, Symantec received hundreds of articles and tens of thousands of social interactions, increasing their share of voice in this important area and impacted sales.
Let’s assume we secure a meeting with a top tier one journalist. What will you say? For many spokespeople, the default answer is ‘I’ll tell them what we do’. That sounds good, but in fact is literally the last thing you should say.
Why? Because journalists would prefer not to learn about a new company if they can avoid it. It’s difficult, takes time, and most new companies fail anyway.
Why should they bother learning about you?
And that is precisely the question you must first answer. You need to show the journalist why they must know about your company. Do so and they’ll want to know what you do. And at that point you’ll be ready to tell them, assured that they’ll be listening.
This is the objective of Connect’s messaging process. We have developed a methodology that helps you articulate your story in a way that ensures the media is, first, motivated to hear what you do and, second, understands what you do. Here’s how …
To create this desire, you must answer four simple questions, which we describe below. If you do that, they will then actively want you to answer the fifth question: What you do.
One of the key parts to the Messaging DNA is a 4-quadrant graph that shows how you are differentiated from your main competitors. There are two axes on this chart, each representing a core differentiator. The product level messaging builds on these two axes in two important ways:
Our process to determine this is as follows:
Connectsm is driven by results — we judge our success by the exposure your company receives. Measuring the results of a marketing campaign can be a challenge, but Connectsm will work with you to determine your goals and the metrics by which to measure them.
We have developed a comprehensive set of tools to show you how effective your marketing is:
Connectsm also prepares regular reports detailing the results of our work. These reports list all the coverage you have received, including articles placed, case studies and all other media coverage. With Connectsm, you can see exactly what you get for your marketing dollar.
Good writing makes your audience understand or believe. Great writing does both.
Great writing is what we do; whether it is your company story, a press release, a blog post, a video script or the About Us section of your web site.
Connectsm can quickly learn new technologies and write in a way that makes the complex simple and compelling. We start by understanding who the audience is and the goals of written communication. Only then do we begin.
The types of writing the Connect can do include:
When Symantec wanted to show that they are not only thought leaders in antivirus technology but also in enterprise security, they turned to Connectsm. Together we developed strategic messaging to establish Symantec’s thought leadership in enterprise security, by publishing an annual “state of enterprise security” threat report. The plan for the release included several strategic elements:
Through this strategic approach, Symantec’s annual security threat report has received extensive media attention. Symantec is now the first source the media look to for enterprise security developments.