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Ignite Workshops
The Buyer Journey & Personas
Objective
To provide the workshop attendees with an effective framework for defining and mapping their ideal customers and the journey they take in making a purchase decision.
Overview
In any B2B purchase there are a multitude of stages in the buying journey and typically six or more stakeholders who will influence the buying decision. To successfully market and sell your product it’s therefore imperative to understand who’s involved in the purchase, what steps they take in the process, what problems they are looking to solve with your product and what touchpoints need to be in place to reach your target audience and communicate effectively information on your product(s)/service(.s)
Answering each of these will enable your business to reach the right audience via the best marketing channels and with the right content to influence their purchase decision.
In this introductory workshop we will provide you with:
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A step-by-step framework to understand and map your buyer journey
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A simple template to describe your buyer personas
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A guide of how to use the buyer journey and personas to define and assess requirements such as content and/or sales collateral required
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Considerations for how the buyer journey and personas help optimise your lead generation strategy
Information on workshop:
Length: 60-90 minutes including Q&As, delivered remotely
Takeaways
Each attendee will be provided at the end of each workshop:
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A document outlining the framework of the Buyer Journey and what should be considered at each phase
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A document Persona template
Brand Identity
Objective
The workshop will provide attendees with an introduction to brand marketing and an overview of the process in defining a company’s mission, vision and positioning statements.
Overview
Brand marketing should be at the core of every business. Understanding and describing; what you do, why you do it, what differentiates your brand and ultimately what benefits you bring to the customer are paramount.
Without a clear, universally understood definition of your proposition, your brand can lack clarity in purpose, strategy and your proposition be misunderstood by your customers.
In this introductory workshop we will provide you with:
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An overview of brand marketing
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The benefits of brand marketing
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An understanding of the differences between brand marketing and tactical marketing and why they are both imperative to your success
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A simple framework to define and articulate your vision, mission and positioning statements
Information on workshop
Length: 60-90 minutes including Q&As, delivered remotely
Takeaways
Each attendee will be provided at the end of each workshop:
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A guiding document in how to define and draft vision, mission and positioning statements
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Principles in defining your brand from values, personality, tone of voice, visual identity and what you stand for
Defining Your Go-To-Market Plan
Objective
A step-by-step guide to drafting a comprehensive ‘Go To Market Plan’ to enable a successful product and/or business launch.
Overview
Ahead of any product/service or business launch a defined ‘Go to Market’ plan should be developed. This document outlines what your value proposition is, to whom, how you're going to communicate, promote and sell it and the value it brings to the end-user. The step-by-step process of producing your plan ensures that the product has the best possible fit with the market opportunity.
In this introductory workshop we will provide you with:
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The importance of developing a GTM plan
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A step-by-step framework for your ‘Go To Market’ plan
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A guide of what to consider at each stage
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Metrics to consider to assess if your plan has achieved its goal
Information on workshop
Length: 60-90 minutes including Q&As, delivered remotely
Takeaways
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Each attendee will be provided at the end of each workshop:
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Template document and checklist to help your develop your GTM
Intro To PR & Press Release
Objective
Gain an understanding and overview of PR, how to use it effectively in their marketing strategy and how to write the best press releases.
Overview
PR can play a pivotal role in the marketing of any business. When well executed it can accelerate the growth of a brand by curating a targeted news agenda which amplifies the promotion of its value proposition. It can elevate the reputation of a brand by positioning it for example as a thought-leader, innovator, or problem-solver amongst its target customers, industry influencers and the press.
PR is also concerned with the crafting of brand and corporate messaging to ensure a consistent, positive and differentiated story for your brand.
In this introductory workshop we will provide you with:
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An overview of the role of PR
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What PR is and isn’t
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A guide to how it can raise brand awareness and position your brand
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How it should be used to manage reputation and crisis management
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A simple guide of how to write the perfect press release
Information on workshop
Length: 60-90 minutes including Q&As, delivered remotely
Takeaways
Each attendee will be provided at the end of each workshop:
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How to guide in drafting a press release
Social Media & Social Selling
Objective
Learn best practices of social media marketing for B2B businesses with an additional focus on how to leverage social media as a sales generation channel.
Overview
Social media provides a global platform to increase brand awareness and engage with your target audience. It enables an ongoing two-way conversation to tell your brand story, provide value to your customers and create competitive advantage for your business. Used in the right way it can also be a key lead generation channel to publish insightful sales-led content targeted at your ideal customer.
Social media can also play a significant role in supporting company employee brand and help create engagement advocacy from existing staff who in turn can amplify your brand message.
In this introductory workshop we will provide you with:
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The reasons you have to be using social media
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An overview of each of the key channels
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A user guide to beating the channel’s algorithms
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The ten commandments of Social Media
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The ACS of Social Media (Algorithm, Content, Schedule)
Information on workshop
Length: 60-90 minutes including Q&As
Takeaways
Each attendee will be provided at the end of each workshop:
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Social Media guidelines
We can also provide bespoke marketing & communication workshops for your teams, get in touch to discuss your needs!