Q2 iQ Marketing Quantification Process
Our approach to integrated marketing communications is revenue focused and based on industry best practices. To help our clients achieve success, we developed and implement the 9 step Q2 iQ Marketing Quantification Process.
- Define Strategy
We work with our clients to answer questions like: Who is the target buyer? What will motivate them to buy—and to buy now? What's our unique value proposition and how do we carry it in a meaningful way to the prospect? What's our budget? What have we done before to impact this audience and how well has it worked? These answers will forge the baseline to address the prospects' pain points and provide a viable solution that fosters a response. - Determine Tactics
With the high level positioning in place and the hard questions answered, the tactical implementation comes next. These are the details, great and small, that will make or break a campaign. No amount of proper strategy can save poorly-implemented tactics. Due diligence up front and extensive follow up are essential. - Benchmark
In order to progress, it is essential for an organization to know where they have been. At this stage, we benchmark results from previous programs and establish measurements for future traction. To the greatest extent possible, we establish the reasons for programs' results and link specific initiatives with specific outcomes. - Project Results
Now, with the past as prologue for future success, we establish measurements for the results of upcoming programs. We set aggressive, but obtainable goals so we'll be able to demonstrate success and justify each client's investment in Q2 Marketing. - Establish Metrics
Verifiable measurement strategies must be in place in advance of deployment. Measurement initiatives must have an owner, a final point of accountability vested in ensuring that the quantification strategies are being leveraged. - Deploy
With all players and procedures in place, we deploy, often advocating a tiered approach. If it's a direct mail, we deploy a portion of the mailings consisting of 5% to 20%, depending on the size of the database. If it's a special event campaign with a short lead time, we can execute two different messages and/or packages and measure the results against each other to provide intelligence for the next event. Experimenting with different email subject lines, white paper abstracts and PR pitch leads, for example, will provide valuable data. - Analyze Results
Results analysis is a critical component. Pull the resources of your sales and marketing team to determine what worked, including direct feedback from prospects and customers. How have these prospects changed roles in the sales cycle? - Leverage Learnings - Deploy Again
Regardless of the specific results of the program, we'll learn how to refine and improve for the future. The truth is we're not going to exceed or even hit our expectations every time. There are no guarantees. But our client-agency team only really fails if we don't reach our goals and we don't gather valuable information to improve for the next phase or initiative. - Justify
With the data in, we provide results of each program. Granted, not all data may be in, and the full impact of many programs may be felt for months to come. A successful campaign is a rally to recognition for our clients' sales and marketing teams.
- Contact us to learn more about leveraging our experience to drive your company's revenue.
