Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

The ideal customer for Stratonova Consulting is an SMB in Alberta that is looking for modernization services. They already have 5 million or more in revenue and over 25 staff, indicative of established, yet under-digitized businesses.

Audience Type

B2B
Small and medium-sized businesses

Industries (if B2B)

Generic across various business industries in Alberta

Needs – Primary Buying Considerations

Solutions to modernize their current tech stack
Affordable and practical consultancy services

Demographics

Business Size: Over 25 employees
Revenue: 5 million or more (CAD) annually

Psychographics

Looking for growth or possible sale of their business
Struggling with their outdated technology stack
Value affordable, high quality, and personalized solutions
Decision-Making Roles:
Primary Decision Maker: Business Owners/ CEO / CIO
Secondary Decision Influencers: IT Managers
Support Roles: Other Senior Management Staff

2. My Message to My Target Audience

Refined Elevator Pitch

Stratonova Consulting delivers bespoke modernization services to Alberta businesses, leveraging right-fit digital solutions that erase tech anxieties and enable forward progress.

Understanding Their Pain Points

Stagnation caused by outdated technologies
Businesses with crowded tech stacks not serving them well
Struggling to scale or prepare for sale due to tech limitations

Transformation

Streamlined and updated tech stacks
Freedom from tech-related growth constraints
Enhanced business value and readiness for scale or sale

Unique Selling Proposition (USP)

Boutique approach to business technology modernization
Expert insights and solutions tailored for specific business needs
High-end technology support at boutique prices

Brand Values & One-Liners

"Technology frustrations end here."
"Your path to progression is one consultation away."
"Free advice today, scalable success tomorrow."

Tone

Stratonova Consulting communicates with a tone that conveys competence, confidence, and a deep understanding of business technology. We want our clients to feel seen, heard, and assured that they're partnering with a team that can simplify the complex and propel their growth.

Hero Text Idea

Flag Text: Alberta's Modernization Maestros
Main Headline: Harnessing Technology For Your Business Evolution
Sub Headline: From tech dread to forward-readiness - unlock growth with bespoke modernization solutions.
CTA: Begin Your Modernization Journey

3. The Media I Will Use to Reach my Target Market

Website

Improve UI/UX to cater to the B2B audience needs
Implement SEO strategies to improve website visibility
Use GoDaddy's built-in analytics to track user behavior & engagement
Optimize website for both desktop and mobile usage considering the diverse target audience

Social Media

LinkedIn for professional networking, thought-leadership content, and brand awareness (Post 3x per week)
Facebook & Twitter for customer engagement, community growth, & networking (Post 2-3x per week)
Use social listening to observe trends and target audience behavior

Paid Advertising

Google Ads for search engine marketing and display ads
LinkedIn Ads for targeted B2B marketing
Google Analytics to monitor ad performance

Content Recommendations

Case studies demonstrating digital modernization results
Informative articles about the importance of digital modernization for SMBs
How-to guides for tackling common technology hurdles

Podcasts

Start own podcast focusing on modernization practices, solutions, and case studies
Appear on industry-relevant podcasts like "Digital Nomad," "SMB Tech Podcast," and "B2B Growth Podcast."

Directories

List in B2B directories such as Clutch, DesignRush, and GoodFirms
Register on Alberta business directories for local presence

Publications

Guest post on B2B blogs like "Forbes," "Harvard Business Review," and "SMB Group."
Feature in technology magazines like "TechnologyAdvice," "BizTech," and "PCMag."

Partnerships & Outreach

Partner with local technology providers, business associations
Engage in speaking opportunities at business and technology events

SEO and Content

Create keyword-rich blog content focused on digital modernization
Leverage long-tail keywords related to SMB growth and technology upgrades

Offline and Local Media

Attend business events and local networking meetups in Alberta
Sponsor exhibitor booths at technology events and trade shows

Online Events

Organize webinars about latest trends in business modernization
Participate in virtual roundtables and technology discussion panels

Online Networking

Engage investors and businesses on Professional On LinkedIn
Participate in related discussions on Quora, Reddit, and relevant forums

Cold Outreach

LinkedIn InMail for targeted professional networking
Cold email pitching to businesses that fit customer profile and are in dire need of modernization

During (Lead)

1. My Lead Capture System

Lead Magnet

'Modernization Starter Guide' - Free eBook written for SMB leaders
'Tech Audit' - Free technology assessment for potential clients
'ROI Calculator' - Interactive tool estimating returns from modernizing

Tripwire Offer

'Quick-Fix Consultation' at a low cost to tackle immediate tech issues
'1 Hour Strategy Call' to discuss a high-level modernization approach

Welcome Sequence

Introduce Stratonova and thank them for interest with an immediate email
Share the lead magnet and remind them to utilize it in the second email
Send a personalized email promoting the tripwire offer in the third email

Segmentation

Use Salesforce to tag leads based on industry, company size, and tech maturity level

Chatbot and Automation

Implement a chatbot on the website for instant engagement
Set up email automation in Salesforce for the welcome sequence

2. My Lead Nurturing System

Marketing CRM

Current platform: Salesforce
Automation capabilities: Email sequences, segmentation, lead scoring
Recommended improvements: Set up custom fields for segmentation based on industry, company size, and tech stack maturity

Sales CRM

Current platform: Salesforce
Pipeline tracking or handoff process: Use Salesforce's pipeline management to track leads from interest to conversion
Recommended improvements: Set up automation for moving leads between pipeline stages based on actions taken

Automated Follow-Ups

Post-opt-in: Send the 'Modernization Starter Guide' immediately after signup
Post-consultation: Follow-up email thanking for the meeting and scheduling the next step
Reactivation: Trigger sequence after 60 days of inactivity offering a free tech audit

Newsletter

Frequency: Monthly
Topics: Case studies, modernization tips, industry trends
Segmentation: Send industry-specific newsletters where possible

Retargeting & Ads

LinkedIn: Promote lead magnets to audience who visited the website without signing up
Google Ads: Remarketing to website visitors for brand reinforcement

Social Media and Content

Posting frequency: LinkedIn (2x per week), Facebook & Twitter (3x per week)
Content type: Blog articles, LinkedIn thought leadership posts, customer testimonials

Webinars and Events

Suggested cadence: Quarterly webinars to educate potential clients about modernization

Other Nurture Channels

Chatbot: Set up on the website to offer quick help and capture leads
SMS: Consider using for reminders about booked consultations

3. Sales Conversion Strategy

Sales Process

Implement CRM (Salesforce) to streamline sales operations
Integrate referral capture system with GoDaddy
Automate quote generation based on service consultation outcomes
Enhance contract transparency and expedite billing via digital documentation

Sales Assets

Develop consultative sales scripts aligned to value proposition
Standardize operations with sales SOPs
Create compelling proposals and pitch decks highlighting modernization value and ROI
Develop case studies demonstrating successful modernization projects

Testimonials and Case Studies

Collect client testimonials post-service or project completion
Showcase testimonials on website, social media, and pitches
Develop case studies demonstrating successful modernization projects

Conversion Rate Insights

Determine initial conversion goals based on first sales cycles
Regular analysis of CRM data to evaluate and improve existing strategies

Urgency and Offers

Create seasonal service bundles to encourage action
Apply count-down timers on limited-time promotions
Implement fast mover incentives like discounted consultation for the first conversion

Guarantees and Risk Reversal

Offer partial or full refunds if promised results not achieved
Provide assurance of project completion within agreed timelines

Shock and Awe

Deliver surprise value like free initial tech-stack audit
Send personalized thank-you notes post deals or project completion

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Personalized welcome email outlining the modernization process
An introductory call with a consultant to discuss the client's technological pain points
Complimentary initial consultation to discuss the current state of the client's tech stack and possible solutions

Communication Cadence

Weekly update emails or calls, summarizing progress and next steps
Ad hoc communication whenever significant milestones are met or decisions are needed
Quarterly business reviews to analyze progress and plan for future initiatives.

Client Education

A Knowledge Hub includes blog posts, whitepapers, and guides to business modernization
Training sessions to familiarize client teams with new technologies and upgrades
Recordings of strategy sessions and tech tutorials for clients to re-watch as needed

Personalized Touches

Handwritten thank you notes after crucial strategy meetings
Customized gifts or tokens of appreciation when milestones are met during the modernization process
Birthday and anniversary email greetings to client's key stakeholders, complete with any necessary corporate gifting

Visuals and Documentation

Detailed modernization plans complete with visuals, timelines, and milestones
Before and after visuals showing the transformation of the client's tech stack
Regular progress reports that enable clients to track their journey to modernization

Feedback and Proactive Support

Customer satisfaction surveys after project milestones and upon completion
Dedicated support helpline for immediate assistance with tech-related issues
Regular check-ins to address any emerging concerns or issues proactively.

Guarantee or Promise

100% satisfaction guarantee with the promise to rework or rectify any unsatisfactory aspect
Assurance to clients that solutions will be a right-fit for their specific needs, not a one-size-fits-all approach

Operational Excellence

Punctuality and professionalism during all client interactions
Strict adherence to agreed timelines and deliverables
Regular team training to always stay ahead of technology trends

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Introduce annual contracts with 10% prepay discount for commitment

Upsells & Cross-Sells

Develop specialized modernization add-ons, such as cloud migration or cybersecurity services
Present lead generation or automation solutions as cross-sell opportunities

Bundling & Packaging

Offer business modernization packages that bundle core services with specialized add-ons
Create tiered service packages based on size and complexity of the client's tech stack

Loyalty & Retention Programs

Implement a referral program offering discounts on future services for successful referrals

Custom Services and Personalization

Offer custom solutions tailor-made to fit unique client requirements
Provide premium upgrade options for faster turnaround or dedicated project management

Pricing Strategy

Provide incentives for multi-year commitment, like additional 5% discount on total service cost
Implement value-based pricing, adjusting rates based on the size and complexity of projects

Customer Data and Insights

Leverage Salesforce CRM for tracking customer engagement, project success, and identifying upselling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Provide cash rewards or discounts on future consultations for successful referrals.
Provide new referred clients with a free initial consultation.

Shareable Assets

Design business-specific ‘Refer-A-Friend’ landing pages.
Create email templates with easy-to-share referral links.
Distribute printable referral cards to clients.

Timing and Triggers

Prompt for referrals after delivering successful modernization solutions.
Train customer-facing staff to request referrals during client interactions.
Set Salesforce triggers for staff to ask referrals post successful project completion.

Client Success Stories

Collect testimonials post successful engagements and share via email and social media.
Develop case studies highlighting the impact of your services and share with potential referrers.

Referral Contests

Conduct quarterly referral contests rewarding top referrers with added service benefits.

Partner or Affiliate Programs

Collaborate with other Alberta businesses offering complementary services for referral opportunities.
Develop an affiliate program that tracks referred leads and rewards affiliate partners.

Thank-You Experience

Send handwritten thank-you notes to top referrers recognizing their contribution.
Publicly recognize top referrers on your website and social media as 'Referral Stars'.

Stratonova Consulting

Your 1-Page Marketing Plan is Ready!