We connect Big “M” and little “m” marketing

Big “M” marketing answers important strategic questions:

• What do I sell and how is it articulated to my market?
• Do I have different targets for the different offerings that I bring to the market?
• What are the best segments to reach for my business and why?
• What are the specific buying decision-making roles that I should target within those segments?
• Do my brand position and messaging framework resonate with my specific targets? Am I addressing their needs and pain points?

Big “M” marketing work:

• Market Opportunity assessment and prioritization
• Definition of Customer Segments
• Branding
• Value Propositions and Positioning versus competition/alternatives
• Messaging, Voice and Tone
• Marketing strategy and prioritization of marketing tactics
• Marketing/Sales funnel and metrics
• Channel / Retail Strategy
• Product / Service Strategy

Strategy then dictates the small “m” marketing tactics:

• What marketing communications best reach our target customer segments?
• What materials best support our sales team?
• Where should I hire marketing staff versus contractors? What should our marketing organization look like?
• What is my marketing budget?
• How do I measure results?

Little “m” marketing work:

• Structure of marketing departments and position descriptions
• New product launch plan
• Email marketing plan
• Social media plan
• Customer event plans
• Advertising SEM goals, key messaging and targets, RFP for vendor selection
• Marketing operations
• Sales/business development support materials
• Website goals, messaging, criteria for vendor selection
• SEO approach, keywords, vendor selection