In the Trenches: Product Marketing with Daneen Heislitz
Conversations with real-world B2B marketers doing hands-on marketing that generates revenue and accelerates growth.
EXPERTISE
PRODUCT MARKETING
Product marketing sits at the core of all successful B2B companies. It is the glue that binds sales, marketing and product teams to ensure each are aligned and marching to the same beat.
Arketi Group’s Product Marketing practice enables B2B technology companies to differentiate their solutions, bring products to market, connect with the right prospects and execute revenue-driving programs that meaningfully impact their bottom-line.
We work with our clients to eliminate gaps between Sales, Product and Marketing – let us help you do the same.
B2B marketing is challenging, not only because buyers can follow multiple paths to purchase, but also because there typically are multiple stakeholders influencing the buying decision. It is challenging to get the right message to the right audience, in the right format, and through the right channel.
We’ve experienced the evolution of the B2B buying and selling landscape firsthand, and we have crafted our product marketing practice to help B2B organizations solve the most important challenges in generating revenue, driving demand and increasing awareness.
Successful product positioning is more than a mere statement.
At Arketi, it is a strategic process that describes your product and its ability to solve market problems for your target audience. Done well, positioning aligns your company, your offerings and your market to drive revenue.
A powerful message is only built through a strong position. Arketi’s 12-step methodology for messaging and value proposition development is designed for clarity, conciseness and consistency. The output: a clear articulation of your industry-specific differentiators, product value and a messaging guide to take your products to market.
Today’s consumers have more information at their fingertips than ever, shifting control from sales reps to buyers.
Arketi uncovers the pain points buyers are looking to solve so we can create a seamless customer journey that guides them to the right answer: your products and solutions.
We also specialize in developing strategic buyer personas that serve as a composite of our complex B2B buying process. These personas help your organization quickly recognize who your customers are communicating with, as well as concisely message to their pain points and influencers.
Today’s customers want you to show, not tell.
They are not looking for another vendor or purchase order to fill out – they want a trusted partner who can prove they help others solve the same challenges they face day in and day out. Case studies and customer examples do that, but Arketi doesn’t just create a piece of collateral for your website. We illustrate these stories and market problems in a way that provides context and inspires action in the market.
Strong, relevant content accelerates how B2B prospects engage at each step of the buyer journey. Arketi’s seasoned content creators partner with you to craft valuable, relevant, consistent content that attracts and retains customers – ultimately driving revenue.
Think of your go-to-market plan as your business plan.
Effectively introducing your products to market can make the difference between closing your first deal quickly and needing more runway to keep business running. B2B buying cycles are not known for their rapid pace, which is why we work with you on the strategies and tactics to generate awareness. We help you identify the right kinds of leads – who we can productively engage to establish a steady stream of new business demand.
And since awareness is usually the first step, Arketi employs programs that raise the profile and familiarity of your products to attract and engage qualified prospects. We plan and execute strategic launches to capture market share, shape the message, and enrich your product’s reputation.
Make it easy for your sellers to sell.
To convert prospects into satisfied, loyal customers, Arketi unleashes our proven strategy for building trusted relationships and guiding prospects through the sales funnel. This includes getting to know your customers, planning across the right channels, creating the content, setting up lead scoring and measuring results that impact your bottom-line.
The B2B buying process is complex, and your customers have many choices to consider when selecting a product. Sales enablement tools increase your sales teams’ effectiveness and provide them with what they need to better engage target buyers. These tools further build customer confidence, provide higher quality leads, shorten the sales cycle, and drive revenue growth.
Our approach to product marketing is specifically designed to help B2B organizations solve the most important challenges in generating revenue, improving demand and increasing awareness. We do this by addressing three core areas:
We also know product marketing is a cross-functional discipline. It requires significant collaboration across multiple teams and with a wide variety of stakeholders, all of whom speak a different language regarding their area of expertise…not to mention the range of priorities they each have.
Arketi speaks the language of B2B. We translate the language of bits and bytes into meaningful, engaging tools, materials and content. That’s how we ensure consistent positioning and pitching throughout an organization – all of which accelerates growth and generates revenue.
Birgitte Dolevert-Larsen
Marketing Director, EMEA
Zyxel Communications
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.
Conversations with real-world B2B marketers doing hands-on marketing that generates revenue and accelerates growth.
To a niche audience, Leica Geosystems Geospatial Imaging was a household name with a strong reputation behind it.
Three ways B2B marketing and communication teams can help product management and product marketing teams bring their new offerings to market.
Conversations with real-world B2B marketers doing hands-on marketing that generates revenue and accelerates growth.
To a niche audience, Leica Geosystems Geospatial Imaging was a household name with a strong reputation behind it.
Three ways B2B marketing and communication teams can help product management and product marketing teams bring their new offerings to market.
Conversations with real-world B2B marketers doing hands-on marketing that generates revenue and accelerates growth.
To a niche audience, Leica Geosystems Geospatial Imaging was a household name with a strong reputation behind it.
Three ways B2B marketing and communication teams can help product management and product marketing teams bring their new offerings to market.