Broadening your value proposition enables your sales and marketing teams to establish a deeper relationship with your customers, and long term impact on your business. The challenge for most organizations, is the commitment to the change required across all key stakeholders within the organization, in…
Throughout 2021/22 fiscal year, we aim to re-establish field marketing into a new GC commercial marketing development team, establishing processes that enable our organization to better identify, prioritize and overcome the challenges our group companies face in achieving their annual targets and objectives. This team…
Practices are made up of multiple people each matching one of your existing business (customer) segments. Small independents require different engagement tactics and have differing needs to large practices which differ again to those attached to ent centers. Similarly, a business owner may be interested…
Our Customer Needs Study uses a three step approach to identify and prioritize global trends in customer needs, providing valuable insight into how we should shape the value we offer to our customers in order to generate maximum demand for our group companies and brands.
A measured pathway that supports building a solid foundation in the journey to performance excellence with a focus on continuous improvement, based on adopting best practices and learning from results.
Quarterly business reviews are an ideal opportunity for our sales team to lead customer success conversations and leverage value to drive revenue growth. -Discuss portfolio opportunities -Present valuable market insights -Review identified customer goals -Present VAS to support goal achievement -Leverage value we’ve provided -Cultivate…
Our Value-Based Growth Strategy service is a comprehensive, data-driven approach designed to help businesses maximize their growth potential by aligning their offerings more closely with customer needs. Leveraging sophisticated analytics and market insights, our service is tailored to guide companies through a transformative journey that…
The B2B VAS Business Strategy 1. differentiates you from your competitors through effective commercial messaging, 2. creates a compelling reason for customers to purchase and ease of doing business with us, and 3. aligns VAS demand generation across the your organization to consistently move customers…
Establishing a centrally-defined, locally-consistent “Commercial Value Proposition”
B2B Customer Journey design services revolve around crafting and optimizing the touchpoints through which businesses engage with other businesses in their buying processes. Unlike the often spontaneous and emotion-driven B2C journey, B2B journeys are characterized by longer sales cycles, multiple decision-makers, and a need for…
As the resource person between GC and HQ, CMD team works closely with GCs to understand their support requirement, to consolidate the needs from all regions, to assess and define the priority ones and escalate them to HQ teams. 1.Communicate with GCs to understand their challenge…
ModShop is a web and mobile application, designed as a fun and interactive tool for guitarists to upgrade their guitars. Guitarists can use the app to quickly find and order parts that fit their specific guitar; ordering online or from their local dealer. Developed as…
The ModShop point of purchase merchandising units were developed as an interactive in-store guitar upgrade tool, providing Graph Tech dealers with a full scale cardboard merchandising unit, with built in iPad, to install in their store. Consumers within the store are attracted to the simplicity…
One of the most complicated issues faced by Graph Tech when I first entered my role with the company, was the combination of a vast catalogue of items, that fit many guitars, designed in many dimensions, and with many unique attributes. The website Graph Tech…
Graph Tech has over twelve brands of products, which are sold across four channels: OEM (guitar manufacturers such as Fender, Gibson, Martin etc), Distributors (over 27 worldwide), Dealers, and Ecommerce. Managing a team of internal and contracted marketing and design professionals, we have developed a…
At the heart of my Graph Tech tactical marketing traction plan, is a tightly organized public relations campaign, which targets business-to-business industry publications of interest to our OEM, Distributor and Dealer channel partners and prospects. Building strong relationships with all major publication editorial teams, as…
The local optimization aspect of my Graph Tech tactical marketing traction plan, is tied to the development of a new store locator, with country, state, city and dealer directory landing pages. This structuring of the directory pages are specifically designed to capture first page local…
A strong content marketing plan has been a major element of my marketing plan for Graph Tech Guitar Labs. My successful integration of HubSpot marketing automation software has delivered a structured customer lifecycle focused lead engine. Using blog posts, landing pages, forms, webinars, calls-to-action, ebooks…
Utilizing HubSpot’s marketing automation software, the email marketing campaigns built into the tactical marketing traction plan with Graph Tech have delivered lifecycle tuned measurable results, and a major push for lead generation. Carefully measuring the results of past email blasts, and implementing a landing page…
Channel partner communications and press releases are a regular element of my tactical marketing traction plans. Maintaining this flow of communication connects the brands and company within the minds of channel partners, in turn creating openings for discussions with sales teams, support teams, and overall…
As the guitar sectors only research and development facility of it’s kind, it is crucial for Graph Tech to conduct regular market research to support both product development, and the content marketing strategy. Survey’s are sent via email and social media to a steadily growing…
Graph Tech’s social media platforms have grown by over forty thousand likes as a result of a carefully designed and executed social media strategy built into HubSpot’s marketing automation system. By carefully planning topics of interest across a month to month strategy, working with our…
Conceptualized and managed the development of an Outdoor Living Design Studio; web and mobile application. Developed as a lead generation tool, the application allows consumers to design their backyard by adding Napoleon products to their uploaded or stock chosen backyard design. Once they have selected…
Conceptualized and managed the development of a Fireplace Design Studio; web and mobile application. This application allows consumers to design their fireplace, submit their design directly to their closest dealer, and receive an estimate from the dealer; initiating consumer to dealer communications. TRY IT OUT: …
Designed and managed the development of the new NapoleonGrills.com. Packed with interactive tools, recipes, content generators and a complete community styled design, the focus of this new website was to design a mobile responsive site, to enhance perception of the Napoleon Grills brand, and create…
Innovated, conceptualized, and managed development of Digital Product Module. This module was designed as a method for establishing an immense competitive edge across all dealer websites within the Napoleon dealer network. The module is embedded on dealer websites worldwide, and immediately updates their website with…
Conceptualized and managed the development of the Napoleon store locator and store landing page network. Designed as the bottom of the funnel to all Napoleon websites, the locator automatically generates landing pages for activated dealers within the control panel. Significantly improving local search engine results…
Developed and managed the social media strategy for each Napoleon branded product line. Developed content, contests, imagery and networking plans, successfully improving social media engagement, and user following from seven hundred to over twenty-five thousand page likes.
Designed, implemented and managed digital and traditional advertising campaigns. Connecting traditional marketing efforts with digital landing pages, funneling digital display-ad and adwords campaigns through to carefully designed landing pages, each designed to follow a specific direction to intrigue visitors to click each call-to-action. Successfully generating…
Conceptualized, innovated and managed development of an in-field sales application. Directly connected to a product database control center, the application enables B2B sales managers the ability to create an invoice with up to date product listings and sales support information. Integrated with the product design studio…
Wrote, storyboarded, and directed the production of consumer facing video advertisements. Each designed to connect psychologically with the end viewer in a way that intrigues their interest in the service or product in focus. VIEW: ca.linkedin.com/in/ejgillespie
