Tech and innovation businesses
A strategic approach to marketing is essential for businesses competing in the areas of advanced tech and digital solutions, telecoms, online training and software as a service (SaaS).
Why marketing strategy matters
A marketing strategy will clarify your value proposition, align your marketing efforts with your business goals and help you attract and retain more of your ideal customers..
The neccessity of a strategic approach
The pace of technological change and intensity of competition facing tech and innovation businesses has never been higher.
Standing out among the saturation
A well articulated value proposition that resonates with the audience you best serve is more than a nice to have; it’s essential protection for your brand against future changes and new market entrants. Even those with the most innovative products can’t afford to be complacent.
Shifting buyer patterns
People are more discerning about the tech they buy, and they’re carrying out more research before making decisions. The complexity of the buyer journey has increased, elevating the need for tech firms to map and effectively engage through touchpoints and content at every stage.
Signs you have a non-strategic approach
Agile doesn’t extend to marketing: You might have a clearly defined process when it comes to business, but marketing may be disconnected from this leading to inefficiencies and siloed working.
Deduction over data: You rely on gut instinct for customer engagement and product choices when making decisions on where to invest resources.
Lost loyalty and opportunities: You’re getting a good volume of leads but struggling to convert them or retain existing customers and it’s not obvious why.
Low quality leads: ‘Everyone’ is your customer: your marketing efforts are broad rather than being focused on priority segments.
No systematic strategy: Your marketing activity is ad hoc and focused on short-term immediate gains, like one-off campaigns, with no long-term strategy for building brand equity or relationships.
%
Small businesses analyse their data for insights
%
SMEs don't have a plan of how to retain customers
%
Average marketing budget wasted
The benefits of a marketing strategy
Clarity and focus
Having a documented marketing strategy will ensure your marketing is focused on your ideal customer profile (ICP), is data-driven and aligned to clear objectives. It will reduce the time and cost associated with trial-and-error approaches.
Trust and visibility
Customer insights and case studies are essential to demonstrating your reliability and trust. Real customer research will ensure a user-centred approach to both customer engagement and acquisition.
Competitive positioning
A differentiated value proposition is instrumental for businesses delivering tech and innovation solutions to align products with your ideal customers and demonstrate your wider role in digital transformation.
Easier decisions
A strategic approach to marketing makes it easier to identify and measure relevant data points, leading to more data-driven rather than intuitive decision-making and allowing you to pivot quickly if something isn’t working.
Greater efficiency
A documented marketing strategy can lead to huge efficiency gains, aligning sales and marketing functions, streamlining and automating relevant processes, eliminating unnecessary tactics and wasted effort.
Goal-aligned growth
By setting specific, measurable and time-bound marketing goals which align to your business objectives, you will create a more joined-up focus across the business and maximise your return on marketing investment.
How Glew can help
Marketing Strategy review
Glew can work collaboratively with you to audit your current customer experience and develop a clear roadmap and go-to-market plan. For tech and innovation businesses, a focus on customer experience and value proposition in relation to your peers or competitors is vital for developing a robust marketing strategy.
Data visualisations
If you want to derive more value from the data you collect and quickly identify trends and patterns, Glew can create interactive dashboards and maps of location-based data to help. These can be extremely effective in informing both internal and external marketing as well as the wider business strategy.
Flexible strategic consultancy
If you already have a marketing team you might find there are times when there’s too much for them to action, or that they need some strategic marketing guidance. In this situation, Glew can provide flexible support, joining on to your team.
Market research projects
Glew can carry out market research on your existing clients or target markets via surveys, interviews or focus groups. As well as providing valuable insights to inform your go to market strategy or launch a new product, research can be used to measure brand awareness and sentiment or develop valuable articles and whitepapers.
Ideal customer profiles
Drawing on your insights and wider open-source data, Glew can help you define or redefine your Ideal Customer Profile (ICP) and identify the best way to engage and through which touchpoints at each stage of the customer journey. Personas can be provided by way of output to help internal and external stakeholders to visualise and effectively target them.
Marketing implementation
If you have a launch, a campaign or event to organise, a website or rebrand to manage, Glew can help you gain maximal value from it by developing a strategic brief, liaising with or procuring suppliers and project-managing the process.
Case studies
Ogi – Telecoms Data Mapping
Mapping client and lead data to support a telecoms go-to-market strategy A fast-growth business in a highly competitive market Welsh telecoms company Ogi needed a way to understand their business clients and inform their Business Sales and Marketing Strategy. The...
Oxfam – Audience Segmentation
Delivering an audience segmentation to support a £400million charitable ambition Revisiting and diversifying audiences As part of Oxfam’s new strategy ‘Transforming for a Radically Better World’, and in the light of radically evolving social behaviour, Oxfam...
Abbeyfield – Co-living Insights
Devising an insights-led marketing strategy for an independent living provider Developing a strategic marketing foundation Housing Association Abbeyfield Bristol & Keynsham provide a novel alternative for people in later life who want to keep living independently:...
Cerebral Palsy Cymru
Supporting a children’s charity to increase engagement, reach and income Who Early intervention is essential for babies and children who have or who are at high risk of having cerebral palsy. I had the pleasure of working with Cerebral Palsy Cymru ahead of the opening...
FNF
Bridging the strategic marketing gap for a UK charity with global goals Who The Florence Nightingale Foundation (FNF) is a UK-based charity which supports the leadership development of nurses and midwives. In the 87 years they’ve been running, FNF’s programmes have...
Ogi
A sustainable insights strategy for an ambitious tech firm Who Fast-growing Welsh broadband and telephone provider Ogi saw an opportunity in Glew’s market research and insights services to help them develop the structure and rich insights they needed to drive tactical...
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Sarah Vining, Head of Brand and Engagement
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