B2B MARKETING STRATEGY CONSULTING
The business challenges that can arise in B2B are unique: channels are unclear, less data is available and messaging requires a different tone and objective from consumer-facing communications. You need an outside resource to provide an objective view and help your team get past roadblocks using best marketing practices. With over 20 years' experience in B2B marketing of goods and services, I'm available for short-term projects and longer-term consulting engagements.
As a classically trained marketer, I bring disciplined skills in marketplace insights and analytics, marketing planning and communication, and new product development . Product Marketing involves Sales, Finance and IT as much as it does R&D, Operations and Customer Service, and getting the best of cross-functional collaboration requires broad and deep experience across industries.
INNOVATION and NEW PRODUCT LAUNCH
I can help you establish the right process for ideation, prototyping, testing, positioning and go-to-market implementation that will enable you to harness your organization's capabilities and maximize their value in the marketplace. I can provide insight to processes that will optimize speed to market, as well as lead team workshops to catalyze concept generation, define the value proposition and target customers.
ANALYTICS and DATA VISUALIZATION
Marketing decisions must be rooted in data. Accessing the data, selecting the right metrics and setting decision criteria are crucial, and providing a way to communicate those Key Performance Indicators (KPIs) helps to gain alignment.
CLIENT PROJECTS HAVE INCLUDED:
General Mills/Nature Valley granola bars - market launch in C-store channel
Schwan's Consumer Brands - innovation pipeline for Red Baron pizza
Otsuka Pharmaceutical - launch acceleration for new digital health product
MOM Brands - licensed brand development targeting Hispanic market
CHS Inc - value proposition design and marketing planning for new agriculture services product
Harmon, Inc. - competitor analysis and evaluation of market growth opportunities
National Marrow Donor Program/Be The Match - new product development process
Best Buy/Geek Squad - new service design and market launch via e-commerce subscription model
Conklin - new ag product launch via independent distributor network