A Transformative Year with a Fractional CMO
One year can mean a world of difference for your business.
When your team is ready to take on new terrain and purposively grow market share, Reveal can help you get there. Our part-time CMO program is a budget-friendly way to build your firm’s strategic marketing machine. Work with more than 150 clients has inspired a finely-tuned process that generates the right kind of leads and shows results more quickly. Just as importantly, we’re creating the marketing structure that can scale as your firm’s needs (and audiences) grow.
Reveal’s dedicated senior-level marketing expert is able shortcut the learning curve to quickly understand your business, target customers, products and the competitive landscape. They provide the leadership to define the brand, establish goals and priorities and to get ‘there’ quicker. Typical engagements are 10-15 hours per week with a renewable one-year contract.
What does an engagement look like in practice? Every case is different, but the 1-year chart below shows a typical marketing launch process for a new program. You could think of this as our set of deliverables.
Sometimes clients will have an established marketing program that needs new a new perspective and some optimization. Other times, we’re starting from scratch. In both cases, we’ll do some form of each of the following steps.
Step 1 – Assess and Research (1.5-2 months)
- Review digital presence, marketing and sales materials, past performance, client
- Hold executive interview(s) with key team members
- Conduct interviews with representative clients to understand their buying process and why they chose you and how they view you as different/better
- Conduct competitive analysis
- Share Report of Findings
- Discuss Recommendations
Step 2 – Develop Positioning, Strategize and Prepare (1.5-2 months)
- Defining and Researching Target Audiences
- Positioning and Messaging
- Marketing Plan with Budget and Calendars
- Team Building or Agency Selection
- Share Progrees Reports; Discuss Next Steps
Step 3 – Build Tools and Campaigns (2-4 months)
- Creative – Website and Digital, Graphic Design, Video, Event materials
- Content – Web and email copy, blog and social media planning and production
- Creative Direction and Project Management
- CRM Database and Marketing Technology selections and adoption
- Plan and secure buys for digital ads, paid search, promotions, events, and other integrated opportunities
Step 4 – Soft-Launch Marketing & Communications (3-4 months)
- Roll out new website, landing pages, gated content, etc.
- Launch PR roll-out blitz
- Direct communications with existing contacts
- Begin marketing automation (email marketing) program
- Begin social media campaigns
Step 5 – Scale Up Marketing Programs (4+ months)
- Start digital ad and paid content runs
- Continue proactive PR
- Exhibit at key trade shows; prioritize those with speaking opps
Step 6 – Ongoing Measurement and Optimization (Month 5 and ongoing)
- Monthly reporting
- Adjustments and A/B performance testing
- Quarterly planning and look-aheads
- Scale up/add capacity as success warrants