Marketing Research

Voice of the Customer – Go to the source and understand what makes customers happy or upset with your products and services. Use that primary research to develop better marketing messages and/or develop better products and services. And since the Sales Team is a "customer" to Marketing, it is important to get their feedback as well.   

Industry Verticals – What is the best place to prospect for new customers? Are their solutions for one industry that could apply closely to another? How should a marketing message be worded to apply to someone in one industry versus another?  

Personas – Creating hypothetical personas can help you to understand your customer's needs, experiences, likely behavior and end goals. This is invaluable when creating immersive marketing experiences and narratives. 

Competitive Analysis – You are not the only one offering a solution to a specific problem. It is important to understand what your competition is doing. Not to copy them, but to get ahead of them.  

SWOT Analysis – Regularly look at your marketing efforts as a whole to determine strengths, weaknesses, opportunities, and threats. This helps understand what your team does best right now, and to devise a successful strategy for the future.

Market Outlook – Understand how all this research translates into usable data to create actionable metrics and key performance indicators (KPI) for a time-frame that makes sense for the business, be that quarterly or annually.  

A/B Testing – Use detailed analytics to understand what marketing efforts have performed well in the past and what to do more of. Know what tactics to repeat and where new tactics should be tried.