Marketing Strategy

Walker Sands’ integrated B2B marketing program leverages our expertise across public relations, demand generation, web, creative, content and branding to increase awareness, credibility and conversions for our clients. If we’re not moving the needle for your entire business, then we’re not doing our job.

How Walker Sands Can Help

We are the right marketing strategy partner for you if:

• You have a destination in mind, but no plan to get there.
• You want an integrated marketing strategy across channels.
• You want measurable success that drives real business outcomes.
• You need a roadmap for building out your marketing strategy and infrastructure.

From marketing planning to digital transformation and sales enablement, we develop marketing strategies that get your channels, technology and teams all working toward the same shared goals and business outcomes.

Branding

We’re experts in building B2B brands that are just as compelling as consumer brands. Our branding offering starts with a planning phase that defines how you should go to market with your brand and products. This is followed by a brand expression phase designed to bring your brand to life, both verbally and visually. Additional components include strategic market positioning, brand and product names, persona development and messaging frameworks.

Learn More

Go-to-Market Strategy

In addition to building your brand narrative and visual identity, we can develop a strategy for how to bring your products to market. Our exhaustive market research paints a complete picture of:

• Audiences and decision-makers
• Buyer journey mapping
• Competitive positioning and messaging
• Sales strategy
• Value proposition development
• “White space” market opportunity identification

With this knowledge in place, we develop an integrated marketing plan that includes a mix of internal activities (like sales training, sales enablement and product marketing assets) and external promotion (including demand generation, digital and social marketing, public relations and content marketing), as well as measurable marketing and sales goals so you can optimize your go-to-market strategy over time.

Marketing Planning

We develop a comprehensive, integrated marketing plan that holistically ties together public relations, demand generation, digital marketing and creative campaigns. Our goals and needs assessment outlines and analyzes your objectives, challenges, opportunities, internal marketing capabilities, and overall marketing strengths and weaknesses. We then develop a plan that maps out your B2B buyer’s journey and outlines goals to ensure measurable business results.

Content Mapping

As part of the marketing planning process, we create a content plan that maps resources to the buyer journey. This project includes a content audit to identify valuable resources and gaps that need to be filled, identification of content types and topics for each stage of the buyer journey, and a content plan and readout of recommendations and next steps.

Digital Transformation Consulting

We modernize your marketing technology stack by setting up and integrating solutions into a cohesive system, driving improvement in multi-channel marketing execution, campaign workflows, reporting and attribution.

Our three-phased approach to digital transformation move from internal audit to development to launch, with a deep assessment of your marketing technology tools and needs at each step, from integrated tracking and reporting to templated landing pages and emails.

There’s a fourth step to our process: Training your staff on best practices for the newly integrated system and campaign workflows. After that, the future of the partnership is up to you. We can either hand over the system keys to your team, or help execute ongoing integrated marketing programs.

Marketing and Sales Alignment

We know that marketing success doesn’t depend solely on strategy and systems. Especially in B2B industries, where qualified leads are everything, the alignment between marketing and sales is critical. We regularly consult with clients on lead-scoring models, CRM lead-flow processes and SLAs, and closed-loop attribution to facilitate smooth handoffs between marketing and sales. We also develop sales enablement programs for clients that ensure your marketing team provides sellers with the content and information they need to engage prospects throughout the sales funnel.

The right marketing strategy is the difference between imagining a destination and getting there. Get in touch with our web services experts for a more customized, in-depth perspective.