Developing a go-to-market strategy
Honor Technology required a go-to-market strategy to sell their proprietary care and technology platform to independently owned and operated home care providers.
Responsibilities
Coordinating with stakeholders
Identifying marketing deliverables
Supporting audience segmentation
Project management
Deliverables
Integrated marcom plan
Audience segmentation
Outcomes
Drive interest among the target audience, with the goal of connecting prospects with the sales team to learn more about the product
Identifying a unique strategy for each audience segment
A key step in developing the go-to-market plan was identifying the target audience. In collaboration with the communications lead, I compiled a recommendation for audience segmentation that included:
Business goals and targets
Audience objectives
Best practices
Tactics, channels and frequency
Cost/benefits analysis
Developing an integrated marcom plan
We needed to align marketing, communications and sales strategies and tactics into an integrated plan. This provided visibility for all teams, decreasing the duplication of work and increasing the impact on the target audience by providing the right information at the right time.
I began our plan by facilitating a 2-hour virtual workshop. The workshop allowed cross-functional teams to work together toward a shared vision.
After the workshop, I compiled a recommendation that included the following for each stage of the conversion journey:
Goal and call to action
Key messages
Timing
Tactics and owners
Key performance indicators
Rollout schedule
Please note that due to the proprietary nature of this work, more information about this project may be available by request only. Please contact me to learn more.
"One of Lauren's remarkable strengths lies in her collaborative nature. She seamlessly works across all levels of the organization, forging strong connections and effectively aligning teams around marketing plans and strategies. Her clear communication skills and thoughtful approach have been instrumental in ensuring successful execution and achieving our marketing objectives."
Jessie Brumbach | Chief Marketing Officer | Honor Technology, Inc.
Learn more about me and my work
Hi, I’m Lauren — a marketing pro with more than 10 years of experience leading strategic, product, content and digital projects and empowering teams to produce their very best work.
