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X2M excels at developing strategic and tactical marketing plans and
programs for all facets of the channel. The integration and interaction
among vendor, distributor and reseller can become complex. Our Applied
Marketing services provide the direction to maximize relationships and
align each channel participant’s objectives. The result - a
common roadmap for success.
- Services
- > Marketing
Strategy
- > Tactical
Marketing Plan Development
- > Marketing
Activities, Programs and Tactics
- > Demand
Generation and Administration
- > Program
Management
- Benefits
- > Improved
partnerships through a well articulated marketing strategy
- > Successful programs
built on customer value
- > Increased
effectiveness of tactical marketing activities
- > Revenue growth
through identification of new target markets
- > Enhanced cost
control and return on investment
Marketing Strategy
Marketing strategy produced by X2M can include new solution offerings;
repositioning the business to increase service sales; developing new
partnerships; exploring new geographic regions or tackling a new target
market segment.
What’s required to achieve success? A thorough review of the
marketplace. An internal inventory of the existing business structure.
A clear, articulated strategy for moving the business forward.
- X2M Marketing Strategy Services typically
consider
- > Business model
evaluation and enhancement
- > Strengths,
Weaknesses, Opportunities and Threats (SWOT) analysis
- > Gap analysis
- > Market
differentiation
- > New market
identification and assessment
- > Investment analysis
- > Value proposition
development and key messaging
- > Technical and
service development
- > Pricing and margin
strategies
- > Programs and tactics
We create a strategic go-to-market plan, leveraging the value
proposition and competitive advantage to launch a business, product or
service. This translates into an actionable strategy more tightly
supporting a business’s objectives. It can reduce the time to
market and decrease sales and marketing expenses.
Tactical Marketing Plan Development
X2M draws on our extensive experience developing comprehensive
marketing strategies for vendors, distributors and resellers. We
develop and track a complete 12-month marketing plan that supports the
overall business and marketing strategy.
The marketing planning process takes into consideration unique business
strategies, vertical industries, existing and net new customers,
solution offerings, marketing resources and budget considerations.
- Each customized marketing plan tracks the
following
categories for measuring success and realizing return on investment,
including
- > Marketing activity
- > Number of companies
targeted/Circulation
- > Anticipated
response or result
- > Cost per lead or
activity
- > Anticipated
financial return
- > Sales objective
- > Person or persons
responsible for the activity
- > Monthly calendar to
track activity occurrence
- > Total marketing cost
Marketing Activities, Programs and Tactics
The breadth of X2M capabilities ranges from comprehensive program
development to one-off lead generation campaigns. We focus on data
tracking and analysis, and encourage modern data management techniques
for the most effective marketing tactics.
Lead generation is currently the most critical channel marketing
activity. We have found, that many lead generation campaigns lack
adequate tracking and follow-through, and often end with disappointing
results. In response, X2M has developed comprehensive lead generation
programs that deliver focused, manageable results.
- X2M Marketing Activities, Programs and Tactics
include the following disciplines
- > Program creation
and implementation
- > Lead generation
campaigns
- > Telemarketing
script writing and development
- > Internet-based
marketing and advertising
- > Print and
electronic advertising
- > Sales lead
incentive programs
- > Customer or lead
database development
Demand Generation and Administration
X2M Demand Generation Services include program development and
administration for vendors, distributors and resellers who want
affordable, quick-turn targeted lead generation campaigns. From list
acquisition strategy to prequalification activities to back-end data
capture and analysis, X2M provides targeted, highly successful lead
generation services.
X2M has access to a diversity of sources of lead information and can
provide basic to detailed profiles of each opportunity. We tailor each
campaign to our clients’ specific needs to maximize
investment in
the program.
Program Management
X2M Program Management Services help vendors, distributors and
resellers execute marketing initiatives. This complete set of turn-key
services provides implementation, management, measurement and reporting
on marketing programs. Our Program Managers integrate tightly with our
clients’ internal team providing support for managing and
monitoring key initiatives. X2M’s seasoned project managers
employ established project management practices and tools to track
results and provide realtime reporting. Along with freeing your staff
to focus on other priorities, X2M Program Management offers an
affordable way to tap into the skills of a team with extensive
experience implementing successful channel marketing programs.
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