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As marketing professionals we all understand the need for segmentation of markets, identification of key contacts and the use of market research.

All too often data id kept in silos and rarely applied in a cognitive basis - this is applying not only segmentation strategies but also motivation and preference intelligence to a proposition or concept.

Understanding a target audience beyond traditional data strategies

This approach takes the idea of understanding a target audience beyond traditional data strategies as it segments your markets by the potential behaviour first and then identifies where the are in traditional segments, i.e. an individual who is highly likely to want you service because they are of a dynamic change driven personality, that understands a specific business X and needs to resolve it in a challenging way Y and is likely to exist in the following segments Z.

Producing cognitive profiles

Attendees to the marketing data workshop will firstly begin by understanding the market, their issues and motives whilst attempting to weight these in the order of criticality. Once understood, ways of resolving these issues are considered along with the way in which business instigate change - their adversity to it and the methods by which risk is managed. The attendees will see how each of these layers of insight will help to produce a cognitive profile of how a business, its DMU will react to a section of propositions.

Making primary and secondary research work more effectively

From here the workshop will progress this framework across traditional marketing segments and verticalsto begin the process of association. This will provide the 'target' account list. From here, the workshop begins to evaluate how you can make other levels of primary and secondary research work more effectively. Attendees will be able to test the strength of the research findings against a typical or perceived reaction (motivation analysis), resulting in redefining of research frameworks and above all use in marketing and sales activities.

Tactical 'hunter campaigns'

Not restricting itself to organisation of data, members of the workgroup will begin experimenting in intelligent lead development programmes (research led) and the use of tactical 'hunter campaigns' where a known personality or profile will react to a tactical proposition.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Determine the value of your business, the brand, the product and the service layer.
1 2 3 4 5
Isolate the differential in the brand and what "value" is attached to this differential
1 2 3 4 5
Map out the differentiated channel - segmentation at a channel level based upon a partners capability beyond revenue expectation
1 2 3 4 5
Audit the disconnect between channel and corporate goals and financial targets.
1 2 3 4 5
Create the differentiated channel business plan, with the built in business goals of the partner base.
1 2 3 4 5
Map out the obligations of the differentiated channel business plan.
1 2 3 4 5
Explore the sales cycle process with the partner, vendor support, partner tactics and their efforts to generate revenue streams
1 2 3 4 5
Summarise key issues and pains of the target industry to create issue based value
1 2 3 4 5
Develop tactical partner sales engagement propositions based upon the sales cycle and bid process to meet the needs of each member within the decision making process and their influencers.
1 2 3 4 5
Create the partner sales cycle marketing plan, budget for activities and manage the resource of the sales team as well as the marketing department.
1 2 3 4 5
Create a partner key account penetration plan linked to the sales cycle marketing strategy and bid process.
1 2 3 4 5
Develop partner led "hunter" marketing campaigns, campaign in a box tactics.
1 2 3 4 5

About the Workshop Co-ordinator

Our Education and course calendar will be delivered by an Anderson Baillie consultant.

Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.

Case Studies
BT Case Study - Corporate future visions meeting today’s products - Click here to read this case study
BT has some of the most challenging visions for the future of our telecommunications environment.  Strategies making better use of their existing ‘hard wire’ infrastructure and linking this to forthcoming technologies.
Axida Case Study - Making the difference to your customers - service subtleties - Click here to read this case study
Axida, a software company in the north of England has created one of the most compelling home service software products the retail sector had ever seen.