Innovation & Strategy driven Product Marketing
helping small businesses, ambitious startups, visionary entrepreneurs, growing SME firms
achieve competitiveness + visibility + growth.
3 critical pillars of a winning product marketing strategy + go-to-market plan
– whether you’re a small business/SME/large company – promoting a new product or existing products – in current or new markets.
Solid brand
awareness
positive brand image, company reputation, competitive positioning
Key marketing
messages
promoted in various forms via diverse channels to
attract, convert, engage
Delighted
Customers
great ratings + reviews,
likes + referrals,
repeat visits + buys
And the essential foundation beneath the 3 marketing pillars above
Product Strategy
market + viability oriented
customer needs + experience driven
whole product focus + innovation
Here’s your (not so) secret formula for growing your business steadily & beating the competition:
Growth Strategy 101 = ∑ All Strategies above × Customer Advocacy focus
i.e. the sum of all the strategies above – each viewed & shaped from a customer delight perspective.
Yes, that’s really it. The summary pages above cover all the critical elements of your growth strategy – providing insights & tips on these key marketing 101 concepts – cutting through buzzwords & jargon. They highlight strategic considerations that shape & power your marketing tactics – determining whether they hinder or help your achievement of high level marketing & business goals.
These strategic focus areas present great challenges as well as big opportunities for your business – to beat the competition, establish your reputation, and increase your sales & market share.
marketing-innovation consultant to boost your efforts.
Leverage the power of Upstream Marketing/Strategic Marketing
What is the best way to achieve your
key sales & marketing goals?
Create a customer and innovation focused product marketing strategy.
Apply it to drive product innovation, communications, go-to-market plan.
Get the right resources, skills, partners to execute your strategy + plans.
Online Marketing Strategy 101
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TIP #1: The ONLY reliable, cost-effective way to competitive dominance
Addressing ALL 4 of these critical market winning dimensions.
Make sure all your marketing & sales actions (esp. promotion tactics)
are driven by a solid marketing strategy + go-to-market plan
– with a strong product strategy at its core.
- content marketing
- SEO
- social media marketing
- search engine marketing
- email marketing
- online advertising
- online PR
- influencer marketing
- other promotional tactics
– makes it easy to overlook the VALUE of a strong strategy to guide the activities above – increasing their power, effectiveness, and results.
As clarified in the Strategic Marketing Analysis page, there is a lot more to strategic marketing than promotion (spreading the word!).
Strategy driven marketing is the only smart, reliable, and proven way to 
stay ahead of your competition (old and new, direct and indirect) increase the effectiveness and ROI of your go-to-market activities & tactics foster a strategic (big-picture) perspective that powers smart & effective decisions – about your products & services; roadmap & key messages; segments, targeting, & positioning – that help shape effective promotional content to relevant audiences – with the right tools/ tactics to deliver them.
- results vs. activity
- effectiveness vs. efficiency
- sustained market share, margin, and sales growth vs. short-term sales spikes
The simple, effective roadmap to success:
GOALS → STRATEGY → PLANS (with TACTICS & TOOLS) → EXECUTION → RESULTS → REFINEMENT
Online Marketing Strategy 101
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To discuss how a sharp, experienced, innovation-focused consultant can enhance your web marketing efforts and boost your results, do get in touch. (Free initial consultation.)
Tip #2: Differentiate between promotion tactics and marketing strategy
Recognize how upstream marketing strategy development outputs can shape & boost your “online marketing” tactics.
Visit the Tactics vs Strategy page which provides insights on the 3 key questions highlighted in the boxes below.
Guide your company towards real-world success in competitive markets – by prioritizing and investing in upstream marketing activities like strategic analysis, strategy development, go-to-market planning.
Get high quality feedback (especially from an objective, outsider perspective) to challenge assumptions and uncover opportunities + innovative ideas across key areas.
Apply the key concepts presented in the other sections to build the necessary strategic foundation – to ensure the success and cost-effectiveness of your downstream web promotion and sales efforts.
Online Marketing Strategy 101
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Based in Silicon Valley / San Francisco Bay Area
Will YOUR business benefit from a SOLID marketing strategy?
How effective & worthwhile is a go-to-market plan in different business environments?
Large corporation vs. small business
A common question is whether marketing best practices and concepts are more suitable for one category or another, or for one industry versus another. Yes, there are significant differences between a unique neighborhood shop and a big-box corporate giant – but there is a common foundation for both – serving customer needs and delivering value – competently and consistently.
From that wider perspective, it is easy to see that the core marketing concepts and techniques presented here are as highly relevant and potent for large, global companies as they are for small businesses, SME firms, entrepreneurial startups.
New product launch vs. growing existing products
Launching a new product or service is an exciting endeavor. You have the luxury of having a nearly blank slate to set strategy and direction – compared to an existing product.
That said, the key ideas and insights summarized below are as applicable and powerful for new product development & launches as for growing + improving an existing product or service.
Large budget vs. small budget / startup setting
Regardless of scope, scale, setting, and budgets, preparing a strategic analysis report and a go-to-market plan are vital steps for generating game-changing ideas and innovations that lead to competitive success and satisfied, loyal customers.