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STRATEGIC COMMUNICATIONS DESIGN

Stop battling uphill with content that doesn't convert enough. Our Strategic Communications Design offering connects Account insights to impactful execution across content, campaigns and ABM execution. Drive measurable results and unlock your marketing's full potential.

The Challenge: Is Your Communication Strategy Connecting & Converting?  

In today's B2B SaaS market, generic content fails. Buyers engage late in the exploration-cum-buying process - thereby making impactful communication critical from the first touchpoint. Coupled with stretched sales cycles, there is need for a smarter, more strategic communications approach.

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Our Consultative Offering: The 3 core components:

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- Marketing Content Design

- Campaign Themes

- Extend to Full ABM

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Marketing Content Design: Resonate, Engage, Convert

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Is your content hitting the mark, or getting lost in the noise?

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In today's complex B2B SaaS landscape, reaching and resonating with diverse decision makers and buying committees is tougher than ever. Generic content struggles to make an impact, leading to stretched sales cycles and stagnant conversion rates. With buyers often delaying sales interactions, your content is frequently your first, and sometimes only, chance to impress.

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Stop battling uphill. Start making your content count.

 

We can help B2B SaaS companies unlock the full potential of their content investments. We go beyond surface-level messaging to ensure your content is deeply contextualized and strategically aligned, by means of providing rich, structured feedback on your current content assets to achieve significant enhancement.

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Our Approach: Deep Contextualization for Maximum Impact:

 

We analyze and provide recommendations to enhance your content across multiple critical layers:

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  1. Market Segment: Addressing specific client segment needs.

  2. Role & Level: Tailoring to the job needs, aspirations, and learning styles of key personas.

  3. Sales Stage: Delivering the right information at the right time in the buying journey.

  4. Content Format: Utilizing the most effective formats (blogs, case studies,

  5. ROI calculators, etc.).

  6. Tonality & CTA: Matching the tone and call-to-action to the audience and objective.

  7. Content Channel: Distributing through the most appropriate channels (LinkedIn, paid ads, webinars, etc.).

  8. Account Specific Nuances: Incorporating details relevant to individual target accounts.

 

Based on our analysis of your existing content, we provide recommendations in a structured way on how to make your Content assets resonate more.

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Key Benefits:

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  • Maximize Content ROI: Ensure your content investments deliver measurable results by aligning with buyer needs and psychology.

  • Accelerate Sales Cycles: Engage prospects effectively and shorten the path to conversion.

  • Enhance Engagement: Build stronger connections with clients through relevant, valuable content.

  • Improve Efficiency: Streamline your content strategy and make the most of your resources.

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Let us help you transform your content into an effective revenue driver.

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Campaign Plays: Activate Intelligence, Drive Momentum

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Are you translating deep customer insights into tangible results?

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Deep Account intelligence isn't enough by itself. CMOs are under pressure to convert rich data into pipeline and revenue growth, but generic campaigns often fall flat. The critical challenge lies in systematically activating your unique intelligence to orchestrate targeted, high-impact GTM motions.

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Bridge the gap between Knowledge and Action:

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Our Campaign Plays offering helps you weaponize your account intelligence, turning data into decisive action. We provide the framework to design and execute sophisticated, theme-based campaigns that resonate and drive results.

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Campaign theme framework: Account selection & Deep contextualization

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We focus on designing specific, actionable "GTM Plays" – focused mini-strategies targeting precise scenarios

 

Account Selection (The "Who" and "Why"):

 

Each Play clearly defines:

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  • Objective: The specific outcome you're driving (e.g., Displace Competitor X, Target Post-Funding Growth).

  • Target Account Profile: The precise segment or characteristic for the play (e.g., Midmarket using specific tech).

  • Core Hypothesis: Why this account is relevant now, based on inferred needs or triggers (e.g., "Account's tech lag presents modernization opportunity").

  • Qualification Criteria: The data-driven engine using weighted scoring and rules to pinpoint the exact accounts fitting the Play's criteria.​

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Deep Contextualization (Crafting the "How"):

 

We then orchestrate the engagement for each Play by defining:

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  • Value Proposition Angle: How your solution addresses the specific hypothesis, framed differently for key personas.

  • Key Personalization Points: Specific data insights (e.g., tech usage, growth signals) to weave into messaging.

  • Messaging Hooks: Tailored outreach starters incorporating those personalization points.

  • Content Format: The best assets (demos, case studies, ROI calculators) suited for the persona and objective.

  • Success Metrics (KPIs): How to measure the Play's effectiveness (e.g., lead velocity, conversion rate).

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​Stop letting valuable insights sit idle. Start activating your intelligence for market momentum.

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Extend to Full ABM

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Unlock Greater value by using your ABM tool in conjunction with our Data-backed Market & Account Insights

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In today's competitive B2B landscape, Account-Based Marketing (ABM) has become the go-to strategy for driving efficient growth and maximizing ROI for technology industry's B2B marketers.

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It's mainly because it offers these advantages:

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  • Higher ROI: ABM delivers significantly higher ROI than traditional marketing.

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  • Faster Sales Cycles: Focusing on highly qualified accounts accelerates sales cycles and improves deal closure rates.

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  • Stronger Customer Relationships: ABM fosters deeper relationships with key accounts through personalized engagement.

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  • Improved Sales & Marketing Alignment: ABM promotes collaboration between sales and marketing teams for more efficient campaigns.

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Key Features of an ABM tool:

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  • Multi-Channel Engagement Tracking: Track engagement across all channels, including website visits, content downloads, email opens, and social media interactions.

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  • Account & Contact Engagement Scoring: Score accounts and contacts based on their engagement levels and buying intent, allowing you to prioritize outreach.

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  • Campaign Optimization: Continuously analyze campaign performance and make data-driven adjustments to improve results and maximize ROI.

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  • LinkedIn Ads Integration: Leverage the latest ABM features of LinkedIn Ads to target and engage key decision-makers within your target accounts.​​

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However, many companies, especially mid-size ones find traditional ABM platforms cost-prohibitive and complex to implement.

 

SmartGTM's "Extend to Full ABM" provides a smarter path.

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The Smart GTM Approach:

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Our "Extend to Full ABM" provides a comprehensive and cost-effective solution for implementing ABM.

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How our consulting offerings ably complement your ABM tool:

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  • Midmarket & Enterprise Accounts: This offering provides the strategic foundation for your ABM program by helping you identify and prioritize your ideal prospect accounts - both for Midmarket & for Enterprise segments. "Extend to Full ABM" then provides the execution framework to engage these shortlisted, prioritized accounts effectively.

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  • Market & Competitive Plan: This offering provides deep market intelligence and competitive insights that inform your ABM strategy. By understanding the market landscape and your competitive positioning, you can develop more targeted and effective ABM campaigns.

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Key Benefits of this Integrated Approach:

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  • Comprehensive ABM Solution: Covers all aspects of ABM, from strategy and planning to execution and measurement.

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  • Cost-Effectiveness: You can utilize an economical ABM tool and still run a powerful ABM program, using our consulting offerings to power actionable input data for your ABM.

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  • Strategic Alignment: Ensures your ABM program is aligned with your overall business goals and market dynamics.

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  • Data-Driven Decision Making: Provides the data and insights you need to optimize your ABM campaigns and maximize ROI.

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Summing it up: We enable the Closed-Loop, Self-Optimizing ABM Cycle:​​​

 

1. Market & Competitive Plan: Understand your market, identify ideal target market segments, and analyze competitors to develop a competitive and market plan.

 

2. Account Prioritization: Select and prioritize high-value accounts based on data-driven insights.

 

3. ABM Campaign Execution: Launch targeted campaigns and personalized outreach using marketing automation, outreach tools and Linkedin Ads. 

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4. Engagement Tracking & Measurement: Monitor account engagement across various channels.

 

5. Performance Analysis & Optimization: Analyze campaign results, identify areas for improvement, and refine your ABM strategy.

 

6. Feedback Loop: Use insights from ABM performance to refine your ICP, adjust account prioritization, and improve content and messaging.

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This closed-loop approach ensures that your ABM program is continuously learning and improving, driving ongoing growth and maximizing your ROI.

 

By combining the power of SmartGTM's consulting expertise with the functionality of your ABM tool, you can unlock the full potential of ABM and drive significant growth for your business.

Download a 1-page sheet on Strategic Communications Design offering here: 

Lettter from the Founder of Smart GTM: 

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