Most of us are accustomed to using GPS to help us find our way from point A to point B, bypass traffic jams, and verify flight times. But when it comes to traversing the complex landscape of technology product and service marketing, how many of us know the best, most effective way to reach our destination?
When your marketing team has access to guidance and resources based on current best practices, they are able to speed project development and delivery and ultimately deliver more value faster for a variety of critical initiatives, including:
- Growth strategies – Identifying your best market opportunities and the investment needed to expand your business
- Branding – Developing compelling messaging and a visual identity that aligns with your audience’s interests and differentiates you from competitors
- Content creation – Creating more engaging content for specific use cases and getting more value from your content investment
- Audience acquisition – Attracting your target audiences to build brand equity and initiate sales engagement
- Demand generation – Creating high ROI conversion campaigns that qualify prospects and move them to sales-ready leads
- Sales enablement – Equipping your sellers and partners with tools that educate and arm them to have quality customer interactions
Fast-Track Your Marketing Success with GPS
Over the last 15 years, our team has worked with the leading and most innovative technology companies in the world to guide and enable their marketing efforts. Throughout this time we developed our own “GPS” system to address specific challenges our customers face — a framework that details our recommended solution coupled with an implementation roadmap to make it happen. We’ve found this purpose-built system to deliver significant value by helping marketers eliminate guesswork, address critical marketing challenges more quickly, and accelerate the time it takes to launch programs and achieve ROI.
What is Yeager GPS?
We use the term Guided Practice Solution to represent both the composition and approach to how our GPS offerings are delivered. They are:
- Guided, meaning that they are intentionally led and managed by our expert team to deliver optimal results.
- Best Practice driven, tested, and proven working with the world’s most innovative technology leaders and platforms.
- Solution-based and continually innovated by considering “what works now” strategies and employing new marketing channels, tactics, and technologies.
While the offerings are built for simplicity and structure, they also offer flexibility and enable customization and bundling to create multi-faceted programs that support larger, longer-term campaigns. We’ve developed GPS offerings for the most relevant needs in B2B tech marketing: building brands, creating content, driving demand, and market research.
Yeager GPS Offerings
Brand GPS: Differentiate for Impact
In an industry like tech, branding is critically important. The market is saturated with many competitive players and marketing messages are often filled with jargon, acronyms, and sameness. Figuring out how to make your brand stand apart from the crowd while resonating with your audiences is the goal.
At Yeager, we craft brands with intention. We collaborate with you to envision and strengthen your identity through strategic choices that elevate and accentuate all that makes you unique, all informed by decision-driven analytics. From naming to messaging to creating brand identities, we help you get clear on what your brand stands for and how it should live in the world.
The Brand GPS Approach
Whether you are building a company brand, a product or service brand, or an event brand, the best approach combines comprehensive research from a variety of sources coupled with a creative ideation process that broadly explores options and then narrows the focus. Once a proposed strategy is determined, we go deeper into market testing and trademark search.
When your new brand is in place, communication and consistency are key. We develop brand standards and messaging guidelines to ensure all stakeholders understand the brand purpose, messaging, and visual elements of the brand and how they should (and should not) be used.
Content GPS: Conquer the Content Battle
Content is the undisputed cornerstone of marketing. From positioning, storytelling, and thought leadership to product information, interactive web experiences, and sales tools, the need for high-quality, current content can’t be overstated; it drives the success of your marketing.
The best content is tightly aligned with a purpose and built to capture attention and deliver value to the reader. We create content to help your brand connect with audiences at every stage of the buyer journey by providing strategy-driven content programs that are turnkey to implement and effortlessly scalable.
The Content GPS Approach
When it comes to content, we focus on alignment first. It’s important to be clear on target audiences and goals for the content, as well as understand what content has been successful in the past for your brand and audiences. Once this alignment is in place, it’s easier to determine content recommendations that will meet your primary goals, as well as determine options to extend the content into other forms, such as video, infographics, webinars, or social media content.
As part of our Content GPS, we recommend doing a content audit to determine what content already exists and can be leveraged, updated, or reimagined for other purposes. This important step keeps costs low while optimizing investments in content creation.
Demand GPS: Capture Your Market
Did you know that only 5% of buyers are actively shopping at any given time? What are you doing to reach the other 95%? While everyone loves to uncover a lead that is ready to buy, as marketers, our focus needs to be on strategies that reach those target customers before they are actively in the market. This gives us an opportunity to educate customers, direct the buying considerations, and build trust that ultimately puts us on the shortlist of viable options.
In a saturated market like B2B tech, marketers face unique challenges. Long sales cycles. Complex buying processes. Hard-to-reach buyers. Identifying prospects early in the sales cycle. You know that tackling these problems the way you always have will get you nowhere fast. We’ve built demand-generation solutions that are designed to address these obstacles head-on. We’ll help you stand out in the market by generating demand and providing the right message to the right people at the right time.
The Demand GPS Approach
There are so many marketing options available that it can be challenging to understand what strategies, tactics, technologies, and channels will help you achieve your goals. We start with a deep understanding of your target audience and their pain points through research and persona development. We aim to determine what buyers care about, where they go for information, and which sources they trust. From there we leverage our Demand GPS to build proven, scalable programs that align with your buyer journey throughout the campaign in order to create an experience that achieves the desired outcomes.
Using a data-driven approach to understand what’s working and what’s not provides the insight to continuously optimize campaigns, ensuring maximum impact and ROI. Comprehensive reporting ensures clear communication with stakeholders about achievements and opportunities to improve performance.
Research GPS: Inform Strategy with Insight
As the technology industry continues to evolve, it’s challenging to make informed, impactful marketing decisions that keep you ahead of the competition. Research is the foundation for all effective marketing strategies. When defining a market research initiative, it’s critical to get clear on the insights that will impact your strategy and determine the best approach, resources, and effort to deliver on that objective. This helps define the scope of the research, including the purpose and desired use, data options to inform the research, and relevant tools (such as AI) to inform or validate findings.
Our research solutions at Yeager include persona development, competitive analysis, and market segmentation. All of these research projects provide the necessary insights to deliver better marketing outcomes and success.
The Research GPS Approach
Starting with alignment on goals to get a clear picture of the research needed, we then move to determine the methods and data required to achieve the goal. Research methods and resources include data analysis, internal interviews, buyer interviews, quantitative surveys, analyst reports, and third-party data sources. We also incorporate numerous time-saving AI tools that enable you to fast-track data analysis and visualize it to search for insight.
As important as it is to do the research, communicating it effectively is just as important. We develop thorough findings reports and walk stakeholders through our insights to clarify points, address questions, and challenge assumptions with the goal of ensuring research goals are achieved.
Marketing Results You Can Count On With GPS
Marketing continues to grow in complexity: more channels, more technology, more data, and that’s just the start. Add in a highly competitive industry like B2B technology where the investments are substantial, buyers can be difficult to reach, buying cycles are extended, and the complexity is off the charts.
Marketers of B2B technology products and solutions can bring more value to their organizations by partnering with an agency like Yeager that understands this complexity and has developed solutions uniquely designed to address it. Built with our GPS formula of Best Practices + ‘What Works Now’ Strategy + Implementation Roadmap + Best-In-Class Deliverables, Yeager can help your marketing team accomplish more of the things that matter, with better results and faster than you ever thought possible.
When you’re ready to learn more, ask us about our free consultation session to see what GPS can do for your marketing!