Strategic Marketing Consulting Services
Virtual CMO functions as a fractional Chief Marketing Officer to provide executive coaching to founders, CEOs, and sales and marketing managers. Engagements are designed to deliver strategic marketing consulting services that maximize the return on their marketing investment.
All marketing consulting services are delivered by Dave Zwicker, a highly experienced marketing professional with more than 25 years of executive-class experience in all phases of marketing. Dave has experience working in B2B and B2C digital marketing environments for companies in a variety of industry segments and various stages of growth.
Strategic Marketing Process
All engagements are structured to follow a proven strategic marketing process delivered as modules from an Executive Marketing Roadmap. Each client engagement is tailored to meet the individual needs of the business with one overarching purpose: Maximizing the Return on the Marketing Investment.
The Executive Marketing Roadmap provides a framework for a collaborative work plan that guides business leaders or sales and marketing managers through 5 critical success factors that impact the marketing ROI. The starting point for this roadmap is based on a current state assessment and builds toward a desired future state of marketing performance and efficiency.
Learn more about the Executive Marketing Roadmap
Marketing Consulting Services Engagement Models
Engagement models can vary depending on the goals of the client and their time, budget or resource availability. The essence of the fractional CMO model is to fill gaps and address the most pressing needs of the business. Virtual CMO marketing consulting services can take the form of a project-style engagement to build a comprehensive marketing plan covering all 5 critical success factors of an Executive Marketing Roadmap. Clients also have the option to pick and choose individual components as needed. Following is a description of Virtual CMO consulting engagement models.
Navigating the Executive Marketing Roadmap
This comprehensive engagement is a 10-week structured program for building an Executive Marketing Roadmap that will take your organization from current to future state. The focus of this program is maximizing your marketing ROI by applying marketing best practices for 5 critical success factors.
STAGE 1:
Messaging Framework
Strategy Sessions:
- Assess Your Target Market Focus
- Define Your Buyer Personas
- Establish Your Value Propositions
Deliverable: Documented Messaging Framework
STAGE 2:
Website Optimization
Strategy Sessions:
- Review Website Messaging
- Assess Website Performance
- Analyze Website Conversion Paths
Deliverable: Documented Website Optimization Plan
STAGE 3:
Content Audit
Strategy Sessions:
- Map Customer Journey Stages
- Audit Potential Campaign Assets
- Develop New Digital Content
Deliverable: Documented Content Strategy and Plan
STAGE 4:
Campaign Strategy
Weekly Strategy Sessions:
- Inbound Marketing Campaigns
- Outbound Marketing Initiatives
- Develop Campaign Execution Plan
Deliverable: Documented Demand Generation Plan
STAGE 5:
Analytics and KPIs
Strategy Sessions:
- Top Level KPIs and ROI Target
- Marketing Resource Plan
- Continuous Improvement Plan
Deliverable: Documented ROI Strategy and Plan
THE RESULTS
Success Plan
Strategy Sessions:
- Build a Better Sales Funnel
- Maximize the Marketing ROI
- Drive Continuous Improvement
Deliverable: Actionable Marketing Plan & Budget
Focused 30-Day Sprints
An alternative to the project-style engagement described above is a more focused and facilitated engagement following the model of a 30-Day Sprint. These short-term engagements are designed to help clients get started or fill gaps in their marketing efforts. Marketing consulting services take the form of weekly strategy sessions with Virtual CMO that follow a predefined plan and include pre-session research and post-session follow-up. Below are two very typical 30-Day Sprints. If desired, a custom 30-Day Sprint can be created for a specific area of focus.
Messaging & Website Optimization
(30-Day Sprint)
Week 1: Markets and Buyers
Develop detailed target market profile and buyer persona
Week 2: Solutions and Proof Points
Identify solution examples and customer proof points
Week 3: Website Messaging Optimization
Optimize website messaging, navigation and digtial assets
Week 4: Website Performance Optimization
Identify ways to improve traffic, conversion and engagement
Demand Generation Optimization
(30-Day Sprint)
Week 1: Demand Generation Goals
Develop demand-gen strategies and performance targets
Week 2: Inbound Campaign Strategies
Optimize SEO/PPC campaigns with keywords and content
Week 3: Outbound Campaign Strategies
Design targeted campaigns to engage prospective buyers
Week 4: Campaign Metrics
Identify performance metrics and methods to track them
Learn About the 30-Day Customer Acquisition Sprint!