Understand And Reach B2B Technology Customers

Are you a business leader who would benefit from technology marketing knowledge to position your B2B organization for sustained competitive advantage?

Get professional advice and practical assistance with Jane’s 20+ years of B2B international technology marketing management experience.JEM 9 Marketing Consultancy |Photo of Jane Morgan

On the basis of a partnership built on trust, Jane Morgan at JEM 9 Marketing Consultancy works with you over several months to help you better understand and reach customers. A key focus is on developing customer-centric capabilities in your teams.

“With Jane’s ability to easily see through layers of fog, her skills in focusing on real customer problems has become legendary … I highly recommend Jane.”

David Smith
VP of Software Engineering
SpectorSoft (now Veriato).

Understanding Customers

Understanding customers lights a fire under your market and business strategy, product development and marketing communications efforts.  Understanding customers warms and informs market strategy from the fuzzy front-end of new product development, through product launch and beyond to reaching customers.

Market and customer research enlightens the road to profitability by focusing on your product and market context, and on solving real customer problems. Your B2B technology customers, the future users of your offers, are embedded in a market place. These are the three key elements required to understand market; customer need, the market space and alternatives to your offers, i.e. competitors.

A Framework for Understanding Markets. Include 3 aspects. 1). Customer  - Customer Personas  Ecosystem, 3Rs: responsibility, risk, reward Customer Journey Maps 2). Market Analysis - Market Trends Market Size & Segmentation  and 3). Competitive Analysis - Competing / Alternative Solutions Market Map / Landscape Market Share (versus competitors) Competitor Company Analysis Alternative Solution Analysis

Assignments to understand your market include:

  • Learning about customers, such as B2B customer persona development, using the rich array of  B2B data sources and expert techniques.
  • Undertaking market research to scope market size, segmentation and trends.
  • Exploring competitors’ positioning, offers and marketing communication.
  • Identifying, prioritizing and filling gaps in understanding the customer journey.
  • Working with your people to better articulate the value you provide to customers.

Reaching Customers – 3Cs

Investing in the right marketing content, channels (the marketing mix of events, email, social media, advertising,  public relations, etc.) and campaigns allows you to reach your B2B customers where they are in the most cost effective way.

JEM 9 B2B Consultancy Marketing Communications Channel Mix

Marketing content assignments include:

Consider the marketing content needed to answer your prospective customer questions.

Figuring out and producing content to guide and support your prospects through their journey from awareness, to trust, and purchase, to customer retention.  “Digital marketing central”, aka your website, is your single most important B2B technology marketing content hub and communication’s vehicle and, typically, a corner stone of your commercial success.

Marketing channel assignments include:

Scoping and guiding your team to establish marketing communications channels with practical considering of your available resources and skills.

Marketing campaigns bring together marketing content and channels for a specific, time-bound purpose, such as launching a new product, or inspiring customer to move to a new and improved version.

Establishing marketing metrics, including website, email and social media analytics, enable your organization to make informed decisions about what works and focus future marketing communications resource investment.

JEM 9 Marketing Consultancy Approach

Solving real customer needs is at the heart of great B2B technology marketing.

Jane guides you in developing a winning market strategy with customers at the center.  Invest in the development of your business based on your customers, your market context, your business objectives, your organizational development stage, and your solution delivery capabilities (from product development through marketing communications to sales, customer on-boarding and after-sales customer service).

Assignments include:

  • Embedding a team ‘customer first’ culture for sustainable innovation and excellence in marketing practices.
  • Undertaking a strategic review of market strategy of customer/market needs, market size, segmentation, product positioning, pricing, go-to-market channels, competitive considerations and marketing communications.
  • Establishing a fully functional marketing capability in your organization.

JEM 9 Marketing Consultancy | The Heart Of Marketing

Whether you need strategic direction on which product path to pursue, assistance understanding customers or to need to improve your B2B digital marketing communications, Jane‘s technology skills help you with:

♦ understanding customers

♦ market research

♦ reaching customers

♦ market strategy

JEM 9 Clients

  • SaaS vendors in various B2B technology sectors. Examples include fintech, digital publishing, supply chain management, and manufacturing process support.
  • High growth B2B, European technology vendor of an industry-leading 3D technology with customers in industrial product design.
  • American manufacturer of data center control systems with Fortune 500 customers in finance, technology and healthcare.
  • UK IT Services team with 23,000 users/customers across multiple campuses.
  • Pan-European publicly-traded logistics and supply chain technology provider with customers in manufacturing.
  • Various start-ups, including the Irish Government Local Enterprise Office (LEO) New Frontiers participants.
  • …. more =>   customer testimonials

JEM 9 Marketing Consultancy - Colin Campbell

=> Learn more about Jane’s Marketing Services

=> Enquire Now About Working With Jane

Code of Professional Conduct – Management Consultants
Code of Professional Conduct – ICG / MRS Market Researchers