Approach

We position your business for growth

Technology products and services marketing is more about positioning your offering in a customer's buy-cycle than about pushing "vanilla" content and scoring visitor intent through marketing automation tools.

IT decision makers today are more concerned about IT alignment to business goals and growth support than about cost savings and stabilization of IT systems.

Over the years, we have worked closely with CIOs and IT buyers at global enterprises to understand how they seek information in their buying cycle. As these buyers move from "latent pain" to "active buy" stages, we have understood how they seek various kinds of content assets to help them make informed decisions and receive internal buy-in from business sponsors and stakeholders.

In turn, we have worked with several IT products and services firms to help them align their marketing efforts to their prospect customers' decision-making process, resulting in higher ROI from their marketing spend.

Our successful approach to positioning your business for growth is based on the following principles:

  • Communicate with clarity
  • Design to delight
  • Reach for results

Communicate With Clarity:

Most organizations grow in spurts and cross inflection points driven by unseen opportunities. Your company today is definitely not what it was you set out to build a few years ago. Additional services and products, solutions and features, newer product versions and innovations have given your business new twists and dimensions. How do you build a communication strategy to address growth, and be flexible to adapt to the coming changes?

ColourKite can help your technology product or services company build a powerful communication strategy for tomorrow, while managing change today. We can help your business:

  • Create the right business context for your products or services
  • Position them in the right "pain" centers of your current and prospect customers
  • Build storyboards that help communicate your solutions to audience
  • Establish credibility through content assets
  • Clarify to the reader what exactly they are getting and how it benefits them in their business growth plans
  • Create content assets that are powerful, credible, convincing, and fascinating
  • Follow a strategy that drives fresh communication around your business growth across multiple media

Our Communicate with Clarity will deliver:

  • Short-term marketing accelerators to help your business with immediate needs including print collateral, slide decks, email campaign etc.
  • Long-term strategy-driven communication program across media including web site redesign, content refresh, social media development, blogging, whitepapers, case studies, testimonials, and so on

Design To Delight

Design is an opportunity to continue telling the story, not just to sum everything up. - Tate Linden

We firmly believe in driving communication through elegant design. When businesses buy into design driven thinking and process, the end benefits are multifold. Design challenges status quo, and opens up thinking to new possibilities pushing businesses to extend beyond their comfort zones and embrace newer methods, ideas, and opportunities. Good design helps your business:

  • Build significant differentiation in the way you deliver your communication to your prospects, customers, and employees
  • Create fascinating stories about your company, products and services, employees, and vision that your audience will love to hear, look, and explore
  • Connect with people in the multiple devices they access information and deliver the same experience around your brand
  • Engender long-term loyalty to your organization as you build innovation around businesses' unmet or unperceived needs today
  • Emerge as a valuable business asset in society, community, and customers' buying cycles

ColourKite works with clients to create a sustained Design to Delight program that delivers:

  • A growth program for your business aligned to customers' plans for the future
  • A sustained path to diagnose your customers' unmet needs
  • An innovation plan to design products and solutions to meet your customers' growth plans

Reach For Results:

In the end, any marketing program will be measured against the results it produces. Unless your organization's marketing is built around delivering to your customers' evolution from "latent pain" to "active purchase," all efforts will be vain.

In any IT product or service firm, there is a distinct disconnection between the Sales and Marketing teams. The sales team focuses on prospect customers' immediate business needs and possible opportunities to sell your business services. The marketing team, on the other hand, focuses on brand, content, communication media and visitors' "intent" scoring through various automation tools.

How do you deal with this issue?

ColourKite can help your business create and sustain a Sales driven Marketing that will help drive direct revenue focused results including:

  • Incisive "diagnosis" tools to identify a prospect's real and immediate / long term business requirement
  • Continuously communicate your organization's evolving solutions and services that are aligned to your customers' growth plans
  • Generate highly relevant interest in your current products, technologies, and services