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Services |
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Our services are focused on helping the CMO and marketing team to show results, improve outcomes and develop effective marketing strategies based on hard evidence.
Go-to-Market Strategy Marketing Performance Measurement Customer Buying Process Pricing Strategy Product Concept Validation Marketing ROI Analysis
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© 2006, 2007, 2008 Evidence-Based Marketing. All Rights Reserved. |
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Marketing Performance Measurement Get the evidence to show results and improve outcomes. The ultimate goal of this service is to establish an ongoing performance |
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measurement and reporting process that will show your company the value marketing is adding and will enable you to justify your budget. When marketing performance metrics are in place and reported regularly, you reduce second-guessing of marketing decisions, spend less time on budget justification “fire drills,” earn support for marketing experiments, and enjoy better relationships with Sales, Product Development, Finance and others in |
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your company.
Deliverables include: — a clear set of marketing objectives that are understood and shared by all parts of the Marketing organization and that are aligned with Sales, Product Development and other key interdependent organizations, — clearly defined, credible metrics to track progress toward these goals, — a system for managing the consistent reporting of performance metrics to internal audiences including, if desired, a marketing dashboard and automated reporting capabilities.
For more information, download the brochure on Marketing Performance Measurement. |
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Customer Buying Process Win deals faster based on evidence about the buying process. This service gets the evidence about how customers approach the buying process |
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for your product. We investigate purchase triggers, how customers learn about solutions and products, how products get on the “short list,” and the importance and impact of features, price, selling process, and company reputation on their purchase decisions.
Deliverables include a robust description of typical scenarios that exist at each step of the "marketing-sales funnel." We recommend ways to accelerate prospects through the funnel and move a greater percentage of them through each stage toward closing a purchase. As a result, |
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you will be better able to prioritize your sales and marketing efforts and better structure and focus marketing collateral and programs to align with the needs of the customer at key points in the purchase process.
As a result of this service, Marketing and Sales teams develop a common view of the customer buying process and the marketing-sales funnel. This improves alignment between the two organizations and results in better combined performance to accelerate revenue. |
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Pricing Strategy Make pricing decisions that meet your business objectives. Clients planning a new product launch or wishing to review and modify their existing pricing strategy and practices will get the evidence to make the right pricing decisions. |
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As part of this service, Evidence-Based Marketing will first work with clients to define the pricing objectives — e.g., to maximize profits, to gain market share or market penetration, to be a loss leader for other product lines, etc. We analyze competitive pricing tactics (or the cost of competing solutions where there is no direct |
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competition), review industry pricing, discounting practices and estimated product costs where relevant. We assess the financial impact of alternate pricing scenarios. For new products, custom pricing research is typically included to evaluate the perceived value of the product from the perspective of target customers.
Deliverables include recommended pricing structure, price levels, discount structures and an interactive business model allowing the client to review the financial impact of alternate price/volume scenarios. |
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Product Concept Validation Decide whether to invest in developing or marketing a new product. |
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This service gets the evidence to help you decide whether to make significant investments in further developing and marketing new product concepts. Clients have saved millions of dollars by not investing in projects that were not valued by the target customers.
Concept validation studies are tailored to the particular product concept and the intended target market. These projects involve primary, qualitative customer research. Prior to conducting the research, Evidence-Based Marketing identifies potential target markets, purchase decision makers and influencers in order to specify the |
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research sample. We also prepare a detailed discussion guide including draft benefits, draft pricing and other details relevant to the customer’s purchase of the product. Where possible, concept validation work includes the use of product prototypes or demonstrations.
Deliverables include a summary of research findings and a "go/no go" recommendation. If a "go" recommendation is made, we outline key issues that must be addressed before the product is ready for launch and make recommendations based upon the evidence obtained. |
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Marketing ROI Analysis Assess the business impact of specific marketing programs. |
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EBM will analyze the financial impact of specific marketing initiatives or programs. We examine the total cost of the program and its impact on revenue and/or profit margins. This typically includes describing the value (or ROI model) for the program and identifying, gathering and validating relevant company data. In many cases, primary market research is needed in order to obtain evidence of the program's impact. |
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Deliverables include the estimated value of the program, a report describing the value model used and a spreadsheet model containing the analysis and detailing the underlying assumptions. If primary market research is conducted as input to the model, the detailed findings of the research are included in the report. |
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Go-to-Market Strategy Bring new products to market successfully. |
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In developing a go-to-market strategy, we place strong emphasis on market-based evidence to hone the target market definition, market segmentation, market sizing, perceived product benefits, product positioning, and pricing. We consider market evidence to be critical to the product launch process because many of the "Top 10 Reasons Why New Products Miss Their Revenue Targets" are the result of incorrect fundamental assumptions in the strategic marketing plan.
For companies that are launching new product lines or |
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entering new markets, the go-to-market strategy provides direction for marketing implementation by internal staff and external resources such as advertising, direct marketing, and public relations agencies.
Deliverables include a clear definition and sizing of the target market and key segments, description of the product benefits as perceived by the target market/segments, product positioning, pricing strategy, recommended customer acquisition and retention programs, top-level marketing communications strategy, and channel support strategy. We work closely with you to determine specific, measurable, and attainable business objectives. |
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Check out Co-edited by our managing director, Karen Janowski, this blog focuses on best practices for bringing cleantech products to market and for creating economic advantage through sustainable business strategies.
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