Blog

Unleashing the Power of Marketing Personas: Boosting Revenue and Engagement

Helene Gey October 1, 2024

Are you interested in “Personas” and how they can boost your revenue, but you don’t know where to start? Here are some considerations and resources to help you get started! What are marketing Personas? Marketing personas are like cool fictional characters you create but for your ideal customers. They’re all about demographics, behaviour, motivations, and goals—giving businesses the inside scoop to understand and reach their audience effectively. By personifying the perfect client, companies can tailor products and go-to-market strategies with them in mind. Do you need Personas? The short answer is yes. Personas are vital in modern marketing. They facilitate personalized strategies that enhance customer engagement, satisfaction, and conversion rates. Personas drive marketing success in today’s dynamic landscape by catering

Unlocking Growth: The Role of Product Marketing in B2B Tech

Helene Gey May 22, 2024

As a fractional marketing executive, I’ve had the privilege of working with numerous B2B technology companies. Through these experiences, I’ve witnessed the transformative power of effective product marketing on a business. Often misunderstood or under-utilized, product marketing is a strategic bridge between your product, sales, and other marketing functions, such as demand generation or external communications. It’s a key driver of market success and revenue growth. This article aims to demystify the role of product marketing and underscore its value, particularly for CEOs and CROs who may not fully grasp its potential. So, what is Product Marketing all about? Strategic Positioning and Messaging Product marketing involves determining how your product aligns with the market through deeply understanding customer pain points

Mastering Your Go-to-Market Game: Essential for Tech Scale-ups

Helene Gey March 1, 2024

As a Fractional CMO, my primary focus is collaborating with scale-up companies. Scale-ups that have effectively demonstrated the value of their product or service in the market are now focusing on expanding their market footprint and scaling up their operations to meet growing demand. In contrast to startups, which mainly focus on establishing a viable business model, scale-ups emphasize growth strategies, operational efficiencies, and expanding their presence in current or new markets. The shift from startup to scale-up marks a crucial turning point in a company’s lifecycle, signifying the achievement of the right product-market fit and readiness to capitalize on initial success. This phase necessitates the development of a precisely defined go-to-market strategy. Without this strategic framework, scale-ups may flounder,

Assessing Marketing Opportunities for Gray: the First Step of Collaborating with a Fractional CMO in the Health Tech sector

Helene Gey February 23, 2024

In the dynamic world of health tech startups, discerning the proper marketing path can be as complex as developing the innovative technologies themselves. Gray, a rising player in the healthcare technology arena, found itself at this critical juncture—burdened with tactical questions but needing strategic marketing guidance. Understanding the Challenge Gray approached hgeystudios with a long list of immediate concerns: how to set a strong marketing foundation, refine their messaging, explore quick wins in marketing automation, contemplate investment in content strategy, and balance the scales between outbound and inbound efforts. These tactical considerations, while important, signified a more profound need for comprehensive strategic planning. Our Collaborative Journey We embarked on a collaborative deep dive into the core of Gray’s business landscape.

Five key benefits of hiring a fractional CMO

Helene Gey March 28, 2023

Chief Marketing Officers can make a significant impact on a company’s marketing efforts in a relatively short amount of time. CMOs can help develop and execute effective marketing strategies that can drive growth, revenue, and brand awareness, and their contributions can have lasting effects on a company’s success. As a CEO or CRO, you have undoubtedly heard of the concept of a fractional CMO – hiring an experienced and specialized professional on an as-needed basis to guide your organization’s marketing strategy. Perhaps you are wondering what the benefits of this approach are. By leveraging the experience, network, focus, cost-effectiveness and flexibility and risk reduction that a fractional CMO can provide, your organization derives numerous strategic advantages compared to traditional staffing

The Path to Lead Generation Success: No Shortcuts!

Helene Gey March 19, 2023

Lead generation is undoubtedly a top priority for CEOs and CROs. However, it takes more than just running lead-generation campaigns to ensure they are successful. To boost your chances of generating high-quality leads, you must prioritize essential marketing deliverables such as positioning in the market, differentiation, content strategy, marketing automation and customer experience. Positioning in the Market and Differentiation The key to successful lead-generation campaigns is having a strong position in the market and differentiating yourself from competitors. This means understanding your target audience and how your product or service offers advantages that your competitors do not. It also involves developing an effective messaging strategy highlighting why customers should choose your company. This also includes designing a unique brand identity

5 Marketing Resolutions To Make A Bigger Impact in 2023

Helene Gey January 17, 2023

As we are setting our intentions for the new year in our personal life, January is also an excellent time to reflect on our professional practices and an opportunity to cultivate healthy habits. If you have yet to decide on your marketing resolutions for 2023, we have a few suggestions to help you get started. 1. Keep your marketing goals in line with the business objectives. Are they aligned? We make business decisions daily, and it is a good practice to check in annually, if not quarterly, to ensure that you are still working under the latest strategic direction. 2. Regularly review the scores and relevancy of your scorecard. Are you creating value? You want to study your results

Now is the time for Omnichannel B2B sales

Helene Gey November 1, 2022

Multichannel sales, where companies sell their products and services through multiple different channels is widely implemented in B2B organizations. On the other hand, omnichannel sales where buyers use multiple channels concurrently to interact with sellers throughout their purchasing journey, is a relatively new practice which soared during the pandemic. As a matter of fact, we are already familiar with the omnichannel model in our personal lives, as this is the modern norm in B2C. Think about how your shopping experience spans across multiple engagement channels such as social media, online and in-store… but what about B2B? Is this new trend a pandemic reaction that will progressively fade away, or should B2B organizations take it more seriously? Prepare to embrace

Are you throwing your marketing money out the window?

Helene Gey October 31, 2022

I have been reflecting on the role of marketing in B2B organizations over the last few years, and it is with an acute consciousness that most C-level executives don’t quite know what marketing can bring to the table that I am now working as a business consultant in… marketing! Most companies going through their initial growth phase are typically equipped with very tactical marketing resources that help with a little bit of everything. Although this might be perfectly fine for the first stages of development, to accelerate growth and sustain market leadership in the longer-term, marketing teams need to become more strategic. Marketing is not magic A critical challenge that comes from the lack of comprehension of the marketing role