Ferdinand Magellan referred to it as his “heavenly angel” when he became the first to circumnavigate the globe. Sir Edmund Hillary called it a “brilliant night light” during his quest to climb Mount Everest. And Native American Shawnee Chief Tecumseh was named for this bright sphere that reliably holds its place in the northern sky. Scientists and astronomers call it “Polaris,” the brightest star in the constellation Ursa Minor. You know it simply as the North Star.
Why have so many sailors, explorers, hikers, and others relied on this luminous orb? Mainly because it remains anchored in virtually the same position in the cosmos and provides a constant point of directional guidance from nearly every world vantage point. Like all celestial bodies, the North Star is in perpetual motion, but due to its close proximity to the equator, it appears to remain in the same constant position in the sky.
By now, you’re probably wondering what marketing has to do with all of this. Actually, a lot. At least for the team at Spoke Marketing and the successful clients we are proud to partner with.
The Customer Buyer Journey: Our North Star for Everything We Do.
You’re no doubt familiar with the customer buyer journey, right? The path people take to move from prospect to loyal brand advocate. Well, while a lot of marketers talk about this process, the Spoke team activates this process for each of our clients and uses it as the inspiration and motivation for all we do. We are committed to helping clients reach their customers throughout their journeys with everything they need to make a purchase decision every step of the way.
To make this happen, we provide fully-integrated marketing and sales programs driven by the customer buyer journey. Each one is grounded in strategy, aligned with your company’s sales model, delivered with strong creative content and materials, and designed for the highest possible return on investment. Where to begin? We work with you to determine where you want to be, then ensure your team has the resources they need to help you get there.
Programs That Connect With Customers During Every Step of Their Journey.
At every turn, our strategies and programs take a custom approach to activating the buyer journey for your specific audience – and to achieve your unique goals. With the mission of converting your prospects to loyal brand advocates always in mind, we may apply any or all of the following Spoke marketing processes to ensure your success. Typically, it all begins with destination mapping.
Destination mapping™ – To have the highest return on investment, you need to determine where you are now and (most importantly) where you want to be™. Here’s where we work to make that happen with a discovery session that helps you define your audience and messaging, and the development of a marketing plan designed to activate the buyer’s journey for your brand audience.
Brand engagement – There’s an art to simplifying a complex story. Your goal should be to develop content that connects with your audience and accurately and inspirationally reflects your brand and your promise of performance. Your messaging platform (defined during the destination mapping phase) should give your audience what they need to know to make positive buying decisions.
Marketing enablement – Simply put, marketing enablement ensures that every dollar you invest will help your marketing tactics and tools to fire on all cylinders. You’ll see this concept in action as we work with you to put your marketing plan in motion that’s flawlessly executed, seamlessly integrated, meticulously measured, and designed to effectively connect with your audience,
Content activation – Are you producing lots of great content? Or are you developing content that serves a true purpose of connecting with your audience in a meaningful and measurable way? When it comes to blogs, white papers, podcasts, and email campaigns, everything you do should have a strong point of view that intrigues and inspires, is in sync with your overarching messaging platform and, most importantly, inspires your audience to take action.
Sales enablement – Our sales enablement programs are all about giving your team the right tools, resources, and support during the most critical touchpoints of the customer buyer journey – when salespeople need help the most. Together, we’ll build an actionable strategy that maximizes your marketing ROI.
Customer success – A satisfied customer is the best business strategy of all. And each customer touchpoint is an opportunity to increase their brand satisfaction, improve their lifetime value to your bottom line, and create a mutually beneficial relationship that stands the test of time.
Meet Your Customers Where They Are, So You End Up Where You Want to Be™
Looking back on it, your parents and close friends were right: it’s not about you. While that could be the topic for a blog in itself, when it comes to business, it’s all about your customers. How they think. How they feel. And (ultimately) what motivates them to make a purchase. Simply put, it’s not about how you want to sell; it’s about how your customers want to buy.
Our North Star – developing marketing strategies that inspire your customers to take action – will always be what motivates our every action. Because when your customers win, a beautiful thing happens: your business and brand will, too. Contact us to take the next steps to activating your customer buyer’s journey together.