Services

Product Marketing

It all starts with product.  If you're building a product for a well-defined persona, that meets an unmet need, you're making all your subsequent marketing efforts significantly easier.  Effective product marketing provides the focus that then effectively communicates that benefit out to those personas.  Focus is everything!

Jigsaw can help:

• Build a framework for product marketing and the processes that can drive effective integration between product marketing, product management, sales and the rest of the marketing organization

• Define messaging and positioning through persona development and multi-stakeholder workshops  

• Ensure your sales team is ready with enablement tools, demos, competitive intel and customer success stories that work and impress

• Define campaign blueprints that your product marketers use to lay out their go-to-market strategies for clear and effective communication across the teams

Account Based Marketing (ABM)

Most organizations have two types of go-to-market motions.  There's the 'long tail' of customers that could buy their solutions and then there's the focused set of target accounts with high potential but specific/strategic needs.  The approach for each has to be different.  One is 'inbound-centric' and optimized for volume and the other is 'outbound-centric', highly aligned with sales account planning and highly targeted.  This is ABM.

In lot of respects ABM is not new.  Sure, there are some new technologies that now make it easier to target specific accounts and personas digitally, but it also re-awakens a lot of 'older' techniques like dimensional mailers and high-touch events that have fallen down the priority list for marketers recently.

Like everything else, ABM requires a pragmatic approach.

Jigsaw can help:

• Define what ABM means for your organization and how best to define your strategy and align with sales

• Identify the set of target ABM accounts 

• Create multi-touch campaigns that blend digital and offline tactics

• Develop a KPI framework focused on engagement and influence

• Make rational choices about how technology can help select accounts understand exactly what you can do for them

Lead Management/'Volume Marketing'

You have an agreement with sales to produce leads that are worthy of their time and effort.   So how do you build a framework that drives volume of engagement at the top of the funnel and nurtures these through the buyers journey to the point when sales can engage?

Jigsaw can help:

• Define a marketing funnel and the appropriate lead stages from inquiry through to 'Sales Qualified' while defining requirements based on industry best practices

• Target the "right people" from the "right accounts" based on your business objectives

• Design and build reporting to measure volume, velocity and conversion of leads through the funnel

• Integrate (and manage) a high-performance Business Development (BDR/ADR/SDR) function into the lead qualification process to generate high-quality appointments and opportunities for sales

• Integrate Salesforce lead management processes with the new breed of attribution platforms such as BrightFunnel

Reporting & Analytics

How many leads is enough leads?  What is marketing supposed to be bringing to the table - is it 50% of opportunities or 100%?  And if it's not just about lead sourcing (especially in a world of Account Based Marketing (ABM)), how do I measure less tangible things like 'influence' and 'revenue impact'?

The answers to these questions start with building a robust framework for marketing KPIs, where marketing exists in a model of your pipeline alongside sales and partners.  Only when you know what marketing is expected to deliver and how these are expected to convert to closed revenue, can you respond to questions like "why don't I have enough leads?" (heard that before?).

Jigsaw can help:

• Build a reverse waterfall model that sets up the KPIs and targets for the measurement of your entire opportunity creation funnel

• Build marketing effectiveness dashboards that measure the simple KPIs of lead performance - lead volume, velocity and conversion

• Build channel attribution reporting that takes the funnel back to it's origin; not just how many leads and what 'calls-to-action' are you generating, but HOW are you generating them?   How many are coming from PPC or organic search, and how well do they convert?

• Simplify the reporting of PPC, SEO, social media and web visits/engagement in ways that everyone can understand, not just your digital experts

• Build dashboards that breakdown the elements of your BDR execution and allow you to monitor the activities and outputs

• Put together a 'reporting pack' that you can use on a consistent basis to report on cross-marketing effectiveness to your executive team, investors or Board

Branding & Awareness

Branding is about more than just your logo and the colors on your website.   It only exists in one place - the heads of those that you interact with - and you can only control it one way, by ensuring that every interaction you have with external stakeholders, consistentlysupports a well-defined brand framework.  One that is authentic.

Jigsaw can help:

• Get the emotion back into your marketing!  The simple fact is that, for all this talk of data and process, people still make decisions based on emotion!  Your audience has to believe in what you are doing and feel affinity for how you do it.

• Put together a simple framework that clearly communicates brand vision, promise, messaging pillars and supporting elements like culture

• Build messaging that is simple, consistent and provocative and instigates action

• Ensure your visual appeal and communication style match your stated brand framework

• Define strategies for interaction with industry influencers, analysts and your most valuable customers to expand the brand reach

Influencer and Advocacy Programs

The world of PR, Analyst Relations (AR) and customer marketing have evolved dramatically over the last few years.

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PR and analyst firms are no longer the loudest voices in the market, your customers and influencers are!

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But how do you consistently harness and manage this ecosystem to drive marketing results?

Jigsaw can help:

• Design and execute an integrated influencer/customer advocacy initiative, along with KPIs to manage effectively

• Identify and nurture key customers and influencers that will have an impact

• Utilize platforms such as Influitive, G2 Crowd and Tech Radius to engage influencers/advocates, drive targeted 'asks' and keep them engaged in the long term

Paid Ads & Paid Social

Ever feel like paid ads are a bit of a 'black box'?  We pay our agencies large sums of money for something 'we couldn't possibly understand' (their words, not mine ;-) ).   True, it's a complex and fast changing world, and expertise is at a premium; but as a CMO, you have to know the basics and know enough to fit it into your demand generation framework.

Jigsaw can help:

• Make the right choices when choosing a digital agency and set-up the relationship to get what you need in terms of outcomes, weekly reporting etc.

• Get the balance of budget right when it comes to how much to channel into PPC and Paid Social campaigns and set effective targets and CPA goals 

• Optimize conversions so that effective conversions also translate to pipeline and revenue

• Develop reporting frameworks that demystify PPC and Social for your exec teams, investors and board.

Web Design & Development

Whether you are embarking on a website refresh or a full rebuild, it is critical to start with your objectives in mind.   How does the website support your brand goals (positioning, messaging, look-and-feel)?  How does it support the overall demand generation model (landing pages, prospect education, web personalization), including support for traditional lead development and conversion, and ABM?

Jigsaw can help:

• Set clear goals for your website project

• Develop a design framework and project plan that meets both the objectives and timelines

• Manage all aspects of planning, development and delivery

• Develop core branding, messaging and positioning assets to drive success and alignment through a workshop-based approach

Events

More than ever, marketing has to justify every dollar spent on events.   This means that they cannot stand alone as islands of awareness and lead generation, they must be an integral part of lead generation and ABM campaigns.  Your presence has to be impactful and provocative. And, every single event MUST be executed as integrated sales AND marketing projects.

Jigsaw can help:

• Develop an effective approach for event planning in the context of an overall plan to maximize budget impact;

• Project manage all aspects of event execution from messaging and theme development, to logistics, sales enablement and post-event demand generation