# Marketing Strategy Sample 01
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## Marketing Challenges
* With new offerings added, a unified and coherent value proposition is missing.
* Some marketing channels such as webinars are failing to get results.
* Grow Sitecore implementation revenue to US $10M in the next 12 months.
## Target Customers
**Industry Verticals > Accounts (companies) > Prospects (Individuals)**
In practice, this need not be a linear selection process. Marketing needs to plan this along with sales and executive leadership to arrive at target accounts.
Other approached could be:
* Start with existing customer base >> Seek similar customers.
* Start with ICP >> Apply some criteria to refine the list.
#### Target Industry Verticals
> "Core verticals for us are manufacturing, heavy assets, retail, healthcare, banking" - Steve Tzikakis, CEO Sitecore, Sep 1, 2020.
The firm can identify its sectors based on:
* Alignment with Sitecore's vertical focus to maximize channel partner support.
* Sectors with customers offerings higher gross margin projects.
* Competitive insights suggesting to either skip, collaborate for or enter in sectors addressed by its competitors. For example, ValTech seems to be focused on retail, finance, manufacturing, and CPG companies.
#### Target Prospect Accounts
Within the selected verticals, the firm can then segment and target customers basis:
* Company size
* Revenue growth.
* Marketing platforms/technology in use.
* Estimated investment in marketing technologies.
* Higher need to build connected customer experiences.
* Pain points.
A hypothetical example of a target customer account could be:
* Retail companies
* With more than 250+ branches
* Across North America
* Frustrated with mid-size MarTech solutions.
* Actively looking for enterprise solutions.
* New CMO or Customer Experience leader joined.
* Known for technology adoption.
#### Target Prospect Personas
* CMOs.
* Brand Marketers.
* Customer Experience Leaders.
* CTOs, CEOs.
## Competitors
Tear-apart the competitors' websites and communication. Make a live document out of it. Include the following points in the marketing tear-downs:
* What are their key solutions (value props) and benefits?
* What are the headlines, sub-headings; what body copy do they use?
* Where do you lag or where do you stand a good chance to win?
**Possible competitors (and collaborators):**
* **MarTech Consulting Firms:** ValTech, Horizontal, Epsilon, Publicis-Sapient.
* **Large IT Consulting Firms:** Accenture, PWC.
* **Large Agencies:** Digitas, Ogilvy.
## Value Proposition
{% hint style="info" %}
Click on each tab below to read the content within.
{% endhint %}
I have included two value propositions as a sample; more should be explored.
{% tabs %}
{% tab title="Current Problem" %}
Enterprise marketers are struggling to create consistent digital experiences for their customers across multiple channels using marketing technology platforms suitable for mid-market firms.
{% endtab %}
{% tab title="So What?" %}
Digital-native, as well as non-tech-savvy customers, who have adopted digital, are experiencing fractured brand presence across digital and offline channels making them indecisive about purchase decisions.
{% endtab %}
{% tab title="Your Solution" %}
Use a single technology platform Sitecore - to create connected digital experiences across multiple channels - thoroughly aligned with the customer's journey.
{% endtab %}
{% tab title="Benefit" %}
Customers have a consistent brand experience, emotionally relate more with the brands (both conveying resilience), and can confidently make purchase decisions or engage in brand advocacy.
{% endtab %}
{% endtabs %}
{% tabs %}
{% tab title="Current Problem" %}
Marketers are struggling to make the most of their investments in enterprise marketing technology platforms.
{% endtab %}
{% tab title="So What?" %}
As a result, their technology adoption timeline is longer than required, increasing overall technology adoption cost and loss of revenue due to delayed benefits of technology.
{% endtab %}
{% tab title="Your Solution" %}
Work with us and experience complete transparency in Sitecore implementation projects and costs.
{% endtab %}
{% tab title="Benefit" %}
Faster Sitecore implementation, 100% utilization, and faster go-to-market with campaigns and customer experience programs.
{% endtab %}
{% endtabs %}
## Messaging
**1)** Use competitor marketing tear-downs, and value proposition design, to fine-tune the core messaging.
Example:
> **Create superior connected experiences for new world customers. |** Achieve the highest ROI with your Sitecore implementation.
**2)** Keep the messaging consistent across:
* blog
* website
* sales collateral
* existing key content assets
**3)** Align the campaigns with the core messaging and value propositions.
## Campaign Brief
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