The quick summary is we help our clients better understand their customers - how they behave, how they buy, and how they want to be engaged. By doing so, we're able to help our clients develop sustainable, predictable revenue streams from a larger funnel of engaged prospective clients.
First and foremost, we try to understand where a company is on the continuum toward a better understanding of their client base - some are further advanced along the spectrum than others. We offer services from soup to nuts. So at the very beginning, if you're trying to even identify what your ideal potential customer profile is, which is the first step in any ABM based program, we can walk you through a process of better defining and refining this understanding. Then from there, you want to understand which personas or targeted individuals within these accounts are going to influence any potential decision or evaluation. Helping our clients through this involves everything from ABM methodologies, market research and survey capabilities, to reaching out and directly engaging in focus groups or one on one interviews with their prospective clients.
We also develop a profile of the type of content and engagement their clients would like to see from prospective vendors, including what that content might look like. Then we can prepare and propose programs and campaigns for our client specific to that target audience, and engage and develop the specific content and then facilitate and assist our client in sharing that content.
This is extremely important because a fully functioning enterprise must know what their total universe of addressable potential clients is, and that will help them establish some market and industry benchmarks by which they can measure their company's performance. It's also good from a valuation perspective, when it comes to raising capital they will need to understand what the total market is from an investor perspective.
Part of our differentiation is the methodology, another part is how we measure our performance with our clients. We're looking to enable our clients to have an attributable, measurable impact on their top of funnel engagement, which then results in significant increases in bottom of funnel activity and revenue down the line. Virtually all target audiences don't want to be sold to, they want to be educated and informed. The way you do this is by being a thought leader. We've focused very much on thought leadership as a core underlying principle that guides how we work with our clients and what they should be striving to achieve.
Beyond our thought leadership focus, an additional aspect that differentiates us is we recognize and understand that C-suite executives are far more engaged and will continue to be more engaged in any technology type acquisition. So successfully engaging the C-suite and influencing them and their decision making in terms of how they will influence the organization to buy from a vendor when they need a particular technology. We help our clients understand the content requirements needed in order to engage at the C-level. Other agencies might develop a lot of content for various levels of a target audience, such as the Manager level, Director level, etc. We really limit the scope of our engagements because most of our clients are already able to have feature-function-benefit conversations with their clients. Where they need help is in creating content that reflects a broader industry understanding and perspective and that will attract C-suite executives from their target audience.
Our ideal customer profile would be primarily a tech based company. This is for a number of reasons: it’s where there's a lot of sophistication in terms of the buy side, you're dealing with a lot of well educated folks on the buy side that have STEM degrees, and / or MBAs, etc. So they're relatively sophisticated. In terms of profiling, we are looking for the tech companies that are growing and have the industry fundamentals behind them, usually cloud based technologies, because that's been growing for quite some time and is still accelerating. We're looking at any organization that is a Series B investment cycle or above, because now they're really trying to grow their customer base and increase the level of sophistication of how they're selling to their target audience. Then ultimately from a C-suite or an executive perspective, they're really looking to grow and to build a longer term sustainable pipeline and they see the value of thought leadership towards this objective.
Looking at this from a crawl, walk, run perspective, we're looking at companies that are walking but now want to run. There's certain credentials they must have - they have a product or set of products or services. They've really proven themselves with some success in terms of the initial market entry. You really need to have significant horsepower in place to be able to pull this load because you're bringing an entire enterprise and hopefully drawing many C-level executives into your fold. A company who is pre-Series B tends to be fighting for every single customer and doesn't have the time or the wherewithal to do this properly - they're busy trying to get to market from the very early adopter risk takers looking for an advanced technology.
First of all, verbalizing it and coming to an agency like us and saying: “Hey, I love the content that you're providing on how to build a funnel and all that type of stuff. So we want to buy that.” Ultimately, they're trying to really grow and scale their marketing capabilities, and they are focusing on return on investment from marketing investments, because they need to be able to track what's really going to work for them. Another indicator is a level of sophistication from their marketing lead, whether it's the CMO, CEO or CRO. Ultimately, one or more people in the C- suite needs to recognize that thought leadership is what will drive and provide the return on investment, and position them long term to build sustainable pipelines for the kind of growth they will need in the years ahead.
It varies, but to a large degree we start with an assessment of the client. What content assets do they have in place? What data assets do they have in place? Have they defined their ICPs? If so, what does that look like? Do they have market data on who are all the companies that fit these profiles? That's not necessarily easy to do, you don't just go out and buy that data. It's a combination of finding multiple data sets, putting them together, and then working and managing that data to really have an understanding of what your addressable market is. So the first step is an assessment of the content marketing assets, the marketing infrastructure, and how they're currently engaging with their target audience. Then we would come up with a customized plan based on where they fit on the evolutionary spectrum of marketing sophistication. Do they need, for example, further assistance with value proposition development? Do they need to better understand the customer? Should they be doing surveys? What would those surveys look like? Should they be doing focus group interviews, and really getting into that? Where else can they acquire data from? So in summary, the answer is it really depends, but it begins with an assessment of where they are on the continuum.