HOW TO DEVELOP B2B COMPETITIVE STRATEGY
We work collaboratively with business owners and leaders to answer the following ‘mission critical’ business growth question:
“What do you do differently or better than your competitors, that your customers care so deeply about, they are prepared to pay a premium?”
DISCOVERY WORKSHOP
The first engagement is the Discovery Workshop. The discovery workshop is a diagnostic tool designed to extract the key business information, including competitive market, products and services, key messages, markets served, segmentation, value proposition etc.
The workshop is conducted by senior EvettField associates, with the owners and leaders of the business, including sales, marketing and product teams. Where possible, the workshop is conducted on client premises to allow EvettField to immerse in your business and get a real sense of how you operate, and your working environment.
In advance of the workshop, we request a ‘download’ of various materials including sales and marketing collateral and plans, previous research, strategic plans etc. In addition, the EvettField associate will conduct independent desktop research to familiarise themselves with your competitors, industry, market position etc.
Investment: $3,500 + GST
Travel and accommodation is invoiced separately at cost.
STAGE ONE: MARKET RESEARCH, CUSTOMERS AND COMPETITORS
Objective, independent research is the foundation of sustainable Competitive Strategy. Our well-developed research methodology examines the evidence, and builds the fact-base to provide detailed information and clear insights on:
MARKET ANALYSIS:
Review market drivers and dynamics, growth rates, and market share. The market analysis is a combination of evidence and reliable data gathered from industry, government, and third party reports, which is then augmented by ‘sunk knowledge’ from the business owners and leaders, sector experience and is then supported by sensible assumptions. The market analysis is continually ‘pressure-tested‘ throughout the project as additional insights are gained through the Competitive Analysis and Customer Research.
Investment: ~$12,000 + GST
Deliverable: Customised industry report focussed on your business, customer profile, distribution area, products and services.
COMPETITOR ANALYSIS:
Research competitors’ market position, superpowers and kryptonite. What is their stronghold that may be difficult, expensive or impossible to topple, and what is their weak underbelly where you can carve out market share by playing to your strengths.
Investment: ~$10,000 + GST
Deliverable: Documented competitive analysis focussed on your main three competitors, revealing their market position, and strengths and weaknesses that can be exploited to gain market share .
CUSTOMER RESEARCH AND BUYER BEHAVIOUR:
How are your customers segmented? Who is in the Invisible Buying Committee™? Who can either make, or influence the buying decision? What are their buying processes, expectations and needs?
Customer Research is typically delivered as long form, qualitative interviews with 12x nominated representatives of the Invisible Buying Committee™. The interviews are conducted confidentially, where responses are aggregated up into a general report. Interview subjects are informed that the interview is ‘their interview’. As such, they are encouraged to talk about the issues and opportunities from their perspective. The questions are open-ended and designed to inspire open communication. There are no ‘scaling questions’ on a scale of 1-10. Typically interviews will take an hour, and the longest interview on record was 3+ hours.
We will continue to conduct interviews with as many respondents as necessary to reach ‘information saturation’ when it is apparent that no new information is presenting in the interviews.
Investment: ~$12,000 + GST
Deliverable: Documented customer research and buying behaviour of your Ideal Customer Profile, segmented using the Invisible Buying Committee™ model.
STAGE TWO: GO TO MARKET PLAN
Using evidence-based research findings as the foundation, we work with you to build your competitive strategy, document your go-to-market plan and marketing management implementation process.
Who is involved from the client organisation?
- Management and Leadership: Integrating competitive strategy into company culture and coordinating resources to create competitive assets.
- Marketing and Communications: Leveraging data, technology, and analytics to attract and engage your target audience with compelling content.
- Sales and Business Development: Ensuring seamless transition from marketing to sales, maintaining buying momentum and aligning efforts.
Investment: ~ $3,500 + GST
Deliverable: Documented go-to-market plan including budgets, resources, timelines etc.
STAGE THREE: MARKETING MANAGEMENT IMPLEMENTATION
Our in-house content creation and digital lead-generation team provide fully outsourced marketing management services, including brand management, channel management, content creation, digital distribution, HubSpot management, lead generation campaigns, search engine optimisation and marketing, reporting and ROI analysis.
As authors of the research and architects of the strategy, EvettField provide a completely transparent process with end-to-end visibility research, to execution, to ROI and reporting.
“Our client’s brand awareness, lead generation and marketing campaigns typically perform four times (4x) to ten times (10x) above industry benchmarks.”
Investment: ~ $15,000 + GST p.c.m.
Deliverable: A full service lead generation and marketing engine including account management, advertising management, article writing, campaign management, content creation and amplification, digital postcards and platform management, Google search, display, retargeting, organic posts, performance max (PMax), HubSpot management, Meta, LinkedIn, SEO, SEM, trade show support, training, ROI and reporting.
ADDITIONAL SERVICES
APPROVED SUPPLIER NETWORK
EvettField’s core expertise is research, including market, customer, and competitive research, and marketing management implementation. Often our clients are seeking assistance with a range of additional services such as advertising, animations, design, explainer videos, photography, printing, promotional products, signage, trademark, uniforms, videography etc.
EvettField has hand picked each member of our Approved Supplier Network to ensure they provide our valued clients with exceptional customer service, high responsiveness to client requests, and deliver quality products aligned with client budget expectations.
CAMPAIGN MANAGEMENT
Campaigns are the lifeblood of a sophisticated brand awareness and lead generation. Segmented campaigns, delivering content, customised to the exact buying behaviour and key message requirements of your Ideal Customer Profile (ICP) generates 4 x – 10x above industry benchmarks, often at half the ad costs of your competitors.
CONTENT CREATION
EvettField employ a range of content specialists, copywriters, designers, photographers, videographers and subject matter experts to develop and distribute content, customised and segmented to the exact buying behaviour and key message requirements of your Ideal Customer Profile (ICP).
DIGITAL ADVERTISING PERFORMANCE MANAGEMENT
EvettField has deep experience in optimising advertising, brand, content, and websites to dominate search engine rankings. Our team of digital specialists are expert in Google search, display, Performance Max, re-marketing, HubSpot, LinkedIn and Meta advertising.
HUBSPOT SOLUTIONS PARTNER
As a HubSpot Solutions Partner, EvettField has delivered HubSpot implementation, onboarding and training programmes for the majority of our B2B clients in Australia and New Zealand. We pioneered the ‘walled garden’ concept for B2B buyers incorporating the ‘digital shopping mall’ and ‘below the radar’ marketing elements that have helped our clients grow at significantly faster and more profitable pace than their competitors and the market
LEADERSHIP SUPPORT AND MANAGEMENT ADVISORY
EvettField work with the business owners and leaders to assess the organisational capability, and identify the gaps. We take a risk management approach, breaking down strategic goals into coherent plans and ensuring your business has the resources, expertise, and discipline for successful implementation.
We help the leadership to assess and coordinate the relevant resources to support the planned sales and marketing activities, including CRM, channels to market, customer segmentation, customer experience, information systems, marketing automation, marketing and sales leadership, reporting and ROI.
We provide advisory support and access to our network of expert resources through our Approved Supplier Network.
SALES ALIGNMENT
As marketing generate demand, sales satisfies that demand. The baton change of marketing qualified leads (MQL’s) to sales, and the management of both MQL’s and sales qualified leads (SQL’s) is often the difference between average campaign performance and exceptional campaign performance.
A unified view of the market, customer segments, buying behaviour, the Invisible Buying Committee™, key messages, channel selection, platform performance, lead volume, quality and conversion ensure that each dollar of marketing spend is optimised for maximum performance.
WHAT TO EXPECT FROM A FULLY IMPLEMENTED COMPETITIVE STRATEGY
- Increased brand awareness, brand preference and purchase
- More informed and qualified prospects, who can either influence, or make the buying decision
- Higher volume of qualified proposals, with higher dollar values and conversion rates
- Less price-based buying with increased focus on durability, lifetime cost of ownership, and total value
- More predictable and reliable sales pipeline, improving forecasting and sales revenues
We work with you and your leadership team in a collaborative and productive way to drive positive improvements in revenue, margin, and market share, producing above market campaign results and ROI.
Discover how EvettField can help you and your business thrive in today’s dynamic market.