Let us help you facilitate the buying decision:
RESONATE WITH B2B DECISION-MAKERS
Who is involved in the buying decision? What role do they play and when? What motivates them? What’s the best way to reach them?
establish credibility in your market
How do you fit into the grand scheme of things? Can you teach your audiences something they don’t know and show expertise?
stand out from the competition
Who does your competition target, why, and how? How are you different, even unique? Is it easy for your customers to choose you?
convince and convert b2b buyers
Do you address customer concerns and pain points, differentiate from competitors, and guide buyers where you want them to go?
with limited resources, choices have to be made
At Usher & Spur, we understand how hard that can be. When you need more or better quality leads, should you favour increasing your salesforce over improving your marketing? Will SEO, social media or a blog better drive sales? Should you cast a wide net or target low-hanging fruit? Which marketing best practices work for B2B technology? Will a professional copywriter make a difference or is expert knowledge better than good prose?
WE CAN HELP YOU WEIGH YOUR OPTIONS
Try our Starter Pack.
We'll listen to your story, help you pinpoint your needs in order of priority, and give you a written summary with our recommendations. You'll then have everything you need to make an informed decision.
know what you want and need specific help? discover our offer below
Understanding your customers
Technology buying is a complex and often long process with many participants and intermediate stages
To resonate with your customers, you must identify decision-makers and influencers, and understand the concerns that drive them and how they act on them.
BUYER ANALYSIS
Cross-functional information gathering - your customer-facing people may not know they have valuable intel
Buyer persona definition - information from the horse's mouth helps build clear pictures
BUYER BEHAVIOUR
Customer journey mapping - awareness of customer goals and how they change over time helps us decide
User experience (UX) mapping - being the customer as we interact with the brand shows up weak points
“Usher & Spur really helped us to get perspective on our customers. When you’re bogged down in marketing operations, it’s hard to see the wood for the trees.”
Understanding your market and you
Contrary to popular belief, having a great product doesn’t mean it will sell itself
To stand out from the crowd, you not only need to solve the technology problem your customers have, you need to make it easy for your customers to understand why they should choose you. And that means knowing how you fit into the grand scheme of things.
MARKET ANALYSIS
Buying trends - how are customers buying products like yours? are there opportunities to differentiate?
Competitive analysis - how are your competitors selling products like yours? how are you different?
POSITIONING
Mapping your market - where do you fit? is there an untapped part of the market you could fit into?
Positioning statement - in short, who are you?
Value proposition/USP - what's in it for your customers, that no-one else does?
“Usher & Spur applied their in-depth knowledge of business, marketing and communications to build us a solid marketing foundation, including a rich, detailed and compelling website that took us up not one but five notches.”
Understanding compelling communications
Accompanying buyers along their journey, means saying the right thing, at the right time, through the right channel
For maximum impact, you need to say it coherently and consistently, with appropriate information architecture and tools, so it can be found and you can measure that impact.
WHAT WE NEED TO SAY
Content inventory - what information have you already documented, in what form? where is it?
Content mapping - what buyers do we address? at what stages of the decision? where are the gaps?
HOW WE SAY IT
Messaging guide - how do we ensure we always say the same things to our customers?
Content library - how do we make it easy for people in the company to access ready-made content?
Information architecture - how do we make it easy for customers to find answers to their questions?
Content revision and production - do we need to adjust or create content to meet our goals?
Thought leadership content
Lead generation content
Lead nurturing content
Brand building content
WHERE WE SAY IT
Distribution channel definition - what are the best places for our customers to find our information?
Editorial calendar - in what form should we put the information out there at a given time?
WHEN WE SAY IT
Editorial calendar - what are the best times to publish our information?