In today’s complex and fast-paced business environment it can be tempting to “just try something” and see what happens. We are big believers in experimentation, but to move beyond wishful thinking and generate tangible results, you’ve got to have specific goals and a well-crafted marketing action plan.
Marketing is more than a numbers game. In today’s B2B buying landscape, it’s all about quality over quantity. Vast troves of unqualified web traffic and leads are meaningless when you’re trying to close a deal.
Plus, audiences are too smart and too desensitized for generic marketing to inspire action. The research varies, but it’s safe to assume you have less than a minute to capture your audience’s attention. Some statistics show we have closer to eight seconds before audiences move on.
Look at it this way: even if your marketing dashboard is in the green, if your company’s bottom-line is in the red, what purpose does marketing serve? Arketi’s tagline, ‘where marketing generates revenue,’ was developed with this exact purpose in mind. Our B2B technology clients trust us to build and execute marketing strategies that live up to our brand promise.
Arketi’s approach to marketing strategy goes beyond the number of leads in a database or emails delivered. Metrics like these are helpful indicators, but they should not define your marketing program. That’s why our marketing strategies are developed with your fundamental corporate goals in mind, right from the start.
Digging for those gems about your organization – so we can make them shine.
“It was like a mini-retreat,” said one executive. “Our leadership team hasn’t spent so much time reviewing everything that makes our business tick since… well, I don’t know when.”
You’ve probably sat (or snoozed) through a “discovery session” before, but probably not like this. All hands. Four hours. Nothing off-limits. As the name implies, Arketi’s Unearth workshop aims to go deeper than most, with probing questions and engaging exercises. Sound intense? It is. Lively? You bet. Fun? Yeah, mostly… but always driven by a focus on uncovering what makes you matter to the market.
Led by one of our seasoned consultants, an Unearth workshop kicks off every new client engagement at Arketi. Then out of this deep dive, we distill everything our team needs to… Build your go-to-market plan… Craft a message that resonates with your buyers… Build a brand that sets you apart from the me-toos… Develop a campaign to fill your funnel. Or all of the above.
Creating a roadmap for greater success.
Using what we discovered during the Unearth, Arketi creates a B2B marketing strategy and plan covering activity timelines, budgets, resource allocation and measurement criteria. The plan will be built around the short- and long-term business objectives you identified. This might include generating content quickly, building brand awareness, shortening the sales cycle to reduce time to revenue or a creating steady stream of new sales opportunities.
Developing thought-provoking content to produce short- and long-term wins.
We then sprint to support your sales, marketing and communications efforts. This might include crafting problem/solution sets or enhancing website functionality to increase user interaction.
And since content is currency in the quest for qualified leads, we simultaneously develop a steady stream of relevant material that brings leads into the sales funnel, and nurtures them as they move through the buying cycle.
With our focus on B2B technology, Arketi is competent and confident writing about complex technology solutions from enterprise software to healthcare technology and everything in between. Our activities typically include:
Filling the funnel with sales-qualified leads.
Arketi executes multi-channel demand generation campaigns to fill the funnel with qualified leads and nurture those prospects until they become buyers – while building brand awareness along the way.
Typical campaigns include the perfect blend of email outreach, live and online events (such as webinars), PR and social media. We’ve also seen a strong resurgence in traditional direct mail as it offers more impact and a better engagement opportunity over today’s crowded email environment.
While anyone can produce an email drip campaign, effective marketing efforts must be integrated, established with strong goals from the start and measurable.
Since numbers speak volumes, we’ll give you data you need to see what works.
During weekly or bi-weekly calls with your team, we review your Action Plan – an itemization of all the initiatives we are working on, and how they map to your communications and business objectives.
You receive a status report month’s end recapping activities performed, the hours expended and remaining ones for the engagement.
We strive to minimize the time spent on reporting to maximize the budget we can dedicate to activities and deliverables. Over the past 20 years, with the help of client feedback, we have found an appropriate level of reporting details. If you require more, you will get it.
We also schedule a quarterly business review meeting – not just for the day-to-day team members, but with your executive team if you want. This ensures we remain aligned with your business objectives – and gives us a chance to learn about business initiatives relevant to future marketing and PR activities.
We have worked with more than 200 clients to develop the right approach to marketing strategy development and execution, including activities such as messaging, branding, website development, digital marketing and public relations. From supply chain solutions to financial technology to telecommunications, it is tough to find not only an industry Arketi hasn’t worked in, but also a program we haven’t at least tried.
As a firm, Arketi specializes in public relations and digital marketing, but we’re tactic-agnostic – we seek to apply whatever approach we think will best help a client achieve its goals.
In marketing, as in life, “a goal without a plan is just a wish.” Successful marketing and PR must be process-driven, metric-focused, and based on a true understanding of the customer’s needs and concerns. Consistent execution that integrates all the marketing disciplines is key – with this in place, out-of-the-box ideas can be applied to truly differentiate.
Arketi applies best practices and takes a metrics-proven, results-based approach that drives revenue – not just ink, not just leads, not just web hits, but real revenue.
David Hartnett
Chief Economic Development Officer
Metro Atlanta Chamber
WHERE MARKETING GENERATES REVENUE
When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.
Let’s get started.
Combining 12 software and automation companies with a footprint spanning six continents requires collaboration on a grand scale – aligning ideas, processes and operations to ensure each organization can integrate flawlessly into one united business.
Meaningful content makes an impact on the reader and leaves them wanting more. Read on for five principles for building B2B content that stands out.
How do four generations of B2B technology buyers decide what to purchase? We asked enterprise B2B buyers – Gen Z, Millennials, Gen Xers and Baby Boomers – about their role in the process. Their responses revealed emerging trends as one cohort steadily exits the workforce and confirmed some expectations as others continue to grow into leadership roles.
It is important for us as communicators to approach new technologies with a healthy mix of skepticism and optimism. Rather than discount them outright, consider innovative technology a call to action. One where it is our job to take that leap of faith so we can understand how and if the solution fits within our work.
What do you get when 70+ marketing executives converge? Powerful ideas, tricks of the trade and a behind-the-curtain look at their expectations for the next year.
With a cool, cloud-based product in a hot technology space, Snapfulfil has built a strong brand and leadership position in its UK home market and Europe.
Combining 12 software and automation companies with a footprint spanning six continents requires collaboration on a grand scale – aligning ideas, processes and operations to ensure each organization can integrate flawlessly into one united business.
Meaningful content makes an impact on the reader and leaves them wanting more. Read on for five principles for building B2B content that stands out.
How do four generations of B2B technology buyers decide what to purchase? We asked enterprise B2B buyers – Gen Z, Millennials, Gen Xers and Baby Boomers – about their role in the process. Their responses revealed emerging trends as one cohort steadily exits the workforce and confirmed some expectations as others continue to grow into leadership roles.
It is important for us as communicators to approach new technologies with a healthy mix of skepticism and optimism. Rather than discount them outright, consider innovative technology a call to action. One where it is our job to take that leap of faith so we can understand how and if the solution fits within our work.
What do you get when 70+ marketing executives converge? Powerful ideas, tricks of the trade and a behind-the-curtain look at their expectations for the next year.
With a cool, cloud-based product in a hot technology space, Snapfulfil has built a strong brand and leadership position in its UK home market and Europe.
Combining 12 software and automation companies with a footprint spanning six continents requires collaboration on a grand scale – aligning ideas, processes and operations to ensure each organization can integrate flawlessly into one united business.
Meaningful content makes an impact on the reader and leaves them wanting more. Read on for five principles for building B2B content that stands out.
How do four generations of B2B technology buyers decide what to purchase? We asked enterprise B2B buyers – Gen Z, Millennials, Gen Xers and Baby Boomers – about their role in the process. Their responses revealed emerging trends as one cohort steadily exits the workforce and confirmed some expectations as others continue to grow into leadership roles.
It is important for us as communicators to approach new technologies with a healthy mix of skepticism and optimism. Rather than discount them outright, consider innovative technology a call to action. One where it is our job to take that leap of faith so we can understand how and if the solution fits within our work.
What do you get when 70+ marketing executives converge? Powerful ideas, tricks of the trade and a behind-the-curtain look at their expectations for the next year.
With a cool, cloud-based product in a hot technology space, Snapfulfil has built a strong brand and leadership position in its UK home market and Europe.