Early-stage companies need a deep understanding of who they are selling to—success depends on it.
The marketing foundation performs primary and secondary research to define the buyer personas, the buyer’s journey, the lifecycle journey, and the competitive landscape.
Deliverables from this phase include:
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- Buyer Personas: Examines a day in the life of the targeted buyer
- Message Map/Pain Chain: Defines the key messages by persona and the pain your product/service alleviates
- Buyer’s Journey: Defines the decision making process for a buyer
- Lifecycle Journey: Describes the life of a customer to ensure ongoing marketing in order to maximize the Life-Time Value (LTV)
- Competitive Analysis: Examines how you stack up against competitors
In addition, an audit of experience, media, and content is performed in order to define the gaps.
Note: The deliverables described above are not static, they evolve over time and need to be maintained.