Marketing Services
We operate on the left side of the marketing paradigm by helping fast-growing high tech product and professional services firms figure out their go-to-market, product, vertical market and communications strategies. CEOs of growing tech firms engage us to help build out the go-to-market strategy, to help with their growth. Frequently, they have hired new sales people or a senior level vice president to take them to the next level. We come in to round out the marketing part of the equation.
We specialize in the following areas:
- Go-to-market strategy development.
- Vertical market development
- Outsourced Senior Marketing Leadership
- Product Marketing Projects
- Marketing Communications and Lead Generation Projects
We frequently have helped government contractors looking to grow their market presence or to help launch new products. Government marketing is one area where we specialize.
With years of experience helping companies ranging from Apple and Compaq and dozens of small-to-midsize firms grow their market presence, we provide high-quality marketing leadership and staff work to get your challenges addressed faster and completed quicker. We’re always thinking about the possibility of the firm in the marketplace and if the firm is properly set up to penetrate a market. Once we’re convinced it can happen, we then work with the firm to create and implement the most effective go-to-market plan. The plan may entail anything from communications, to networking/referral strategies, to vertical market development and thought leadership, to sales acceleration tactics, such as events and targeted communications. We help determine the right things to do from a marketing perspective once we create the go-to-market strategy.
Go-to-Market Strategy Development
Most of our clients are tech or services firms that have reached a certain inflection point where the firm’s ownership believes the firm is ready to get to the next level. Perhaps the firm has grown to $20 million and now wants to grow to $50 million. To get to the next level, ownership recognizes that the firm needs to do a number of things differently. Human resources, sales, finance, and hiring all need to be done differently. Often, to attain the growth, the firm will hire a senior sales VP from a major tech manufacturer or developer, or hire a team of sales reps.
Usually, within three months both strategies will fail often because the company’s positioning is not succinct or targeted enough, or because the offerings are too vague, or because the company’s target market is not big enough. We are usually hired at this point, to help create a sound, smart, and effective go-to-market plan that will help accelerate the sales and business development efforts.
Vertical market development
Vertical marketing strategies are critical to help keep a growing firm on target and focused. Customers are looking for companies that understand their business needs. They want partners who understand their challenges be they compliance, regulations, or other unique market needs. We always work with our clients to ascertain the most likely vertical markets to pursue and then develop the plan to make them a leader in the market. The vertical marketing plan includes messaging, communications strategies, and sales acceleration and integration programs. The intention is to help establish the firm as a leader in one or more vertical markets.
Outsourced Senior Marketing Leadership
As outsourced senior marketing professionals with a wealth of knowledge of the high-tech space, we provide high-quality staff leadership and staff work to get your challenges addressed faster and completed quicker. Always on the client side, we become an intimate member of your team. In this role, we can develop, design, and implement specific or general programs in order to meet agreed upon objectives. One way to look at this might be as a “rent a marketing director service.” In this role, we’ll research your market, develop the strategy, and put the systems, people, and training in place to carry out the strategy successfully. We’ll manage the staff as appropriate. In today’s world of layoffs and downsizing, outsourced marketing is a reality. Some of our engagements last a month, some last many years.
Look at DIAMOND Marketing a little differently than you would other marketing groups. We have spent our entire careers on the client side, so we’re interested in a strong overall program. We also start the marketing process way before launch begins to ensure that the right communications, promotion, product, channel, and sales programs are in place. We are committed to your company’s success.
Product Marketing Projects
We specialize in ensuring that the entire marketing approach is correct and realistic. We start with “is this product ready to be sold” and then “who are the best possible prospects for the actual products you are selling today?” We also take into account the competition and market factors to ensure you have the right strategy. We want to stand behind the strategy, so we stay around to implement the recommendations, as you see fit.
Here’re some examples:
- “Product X” Marketing Plan, including market sizing, product marketing, product requirements, message development, product delivery, sales/channel, and launch/communications strategies.
- Competitive Positioning for new market opportunities.
- New market planning in order to figure out what’s necessary to take your products into successful new markets.
- Target market sizing, validation, and strategy implementation
Marketing Communications and Lead Generation Projects
Once it’s clear that there’s a realistic market opportunity for your product or service, we put together the most cost-effective and highest quality customer communication program. Sample ideas are:
- Partner marketing programs.
- E-campaigns designed to ensure Internet marketing maximization.
- Road show or seminar series.
