Strategy: Analysis

Analysis and Objectives Deep Dive

Many business leaders are frustrated by random acts of marketing that aren’t guided by strategy and research. So we do the research and analysis to get a grip on your customers, competitors and the marketplace. This knowledge creates stable home base and allows us to make informed decisions throughout every phase of marketing. Market analysis is a critical part of achieving and maintaining a competitive advantage in the marketplace. These are the services we offer:

Competitive Analysis
Competitive analysis includes a search and review of major competitors and provides a handy way to keep track of where your organization is ahead or behind. Many company leaders know their competitive analysis in their heads, but it’s important to expand and document it so it can be easily accessed by others.

• Secondary online research that covers four to twenty direct and indirect competitors, including their strengths, weaknesses, leaders, financial picture, reputation, positioning, product attributes, pricing, distribution and target audiences.

• Written analysis and recommendations to strengthen brand positioning.
  

Marketplace Analysis
Marketplace analysis includes a review of your industry, its potential and future changes that may impact your organization, its products and its brand positioning.

• Secondary online research into your industry, including market valuation, growth potential, key players, current trends and future forecasts.

• Written analysis and recommendations to help identify your most viable customers and strengthen brand positioning.
  

Customer Analysis
Customer analysis includes reviewing your Customer Assessment (performed in Discovery) and researching all viable target markets. This is followed by buyer persona and customer journey map development to support our marketing efforts.

• Review of Customer Assessment (if performed) and secondary online research into viable target audiences to refine your audience segmentation.

• Development or refinement of two to ten buyer personas to represent target audiences. See an example buyer persona.

• Creation of one to four customer journey maps to support marketing funnel activity planning.
  

Setting Informed Objectives and KPIs
Organizational goal setting is done last because our analysis of your competitors, marketplace and customers may change your organization’s goals. We help you clarify growth objectives, financial goals, product or geographic expansion plans and the marketing objectives that will help you achieve these goals. For example:

• Revenue and profitability goal setting or refinement

• Product development plans or future R&D goals

• Lead generation goals regarding MQLs versus SQLs