Category: Strategic Development

SaaS commercialization strategy: gain efficiency to break into new markets

Published by : , on November 4th, 2024.
The software-as-a-service (SaaS) market is booming, with the advent of AI and the emergence of new trends. In this context, developing an effective SaaS commercialization strategy is essential for any company looking to stand out and conquer new markets. In this post, I want to share with you the development of a SaaS…. Read More...

Market analysis: the key to a successful B2B product launch abroad

Published by : , on September 17th, 2024.
Market analysis is a crucial lever for B2B marketing, especially when launching a product internationally. It enables marketing teams to draw on solid data to make strategic decisions. Whether it's targeting the right market segments, adapting messages or defining a positioning strategy. However, once a market analysis has been completed, its potential is…. Read More...

The subtle art of strategic planning in B2B marketing

Published by : , on September 19th, 2023.
For both us and our customers, strategic planning in marketing is a demanding, methodical but oh-so-essential process. It requires deep thought, meticulous analysis and the ability to project your business into the future. In the world of B2B marketing, every decision must be carefully calculated. Building a robust strategic marketing plan is crucial…. Read More...

How do you strategically position yourself in a market already occupied by “Goliaths”?

Published by : , on July 7th, 2021.
We are currently working with a client on a strategic position and branding mandate. This is the launch of a new technology platform. It combines artificial intelligence and the expertise of specialists in a market that already has its leaders and challengers. They are mostly well-established multinationals (Goliaths), with a roadmap that ensures…. Read More...

Don’t forget the importance of B2B brand strategy

Published by : , on September 9th, 2020.
During my monitoring and my participation in B2B marketing / sales virtual events lately, I have gathered rich and abundant information, especially on the importance of B2B brand strategy. Many industries have been experiencing content saturation  for several years. The current crisis is pushing us to create more (somewhat ironic) in response to…. Read More...

Set Your Employer Brand Apart – A Digital Campaign Example

Published by : , on April 25th, 2019.
Creating and strengthening an employer brand is an ongoing challenge for every business, especially in industries where employers fight for a limited source of qualified workforce. In such a situation, defending the company's interests turns into a strategic MarCom mission. So how do you achieve that? I'll share some insights from campaigns we…. Read More...

Strategic Positioning in the Era of Digital Transformation

Published by : , on June 14th, 2018.
Strategic positioning is the DNA of a brand. To get to know it, it’s necessary to study it so that it does not become the only result of a communication exercise. Strategic positioning is the foundation for the success of brands (companies and products) and, should precede the reflection and creation of "branding". Marketing…. Read More...

B2B Martech: take your time, but hurry up!

Published by : , on December 12th, 2017.
AI, predicitive, sales enablement, DMP, Big data, digital transformation, machine learning, IoT… The Martech sector (marketing technology) offering amounts to an incredible alphabet soup. Interest in solutions that can handle large data sources is high for large corporations, in both the B2B and B2C sectors. But what about Quebec B2B small to medium-sized…. Read More...

Blistering, blundering brand of birdbrains! (Apologies to Captain Haddock)

Published by : , on June 2nd, 2016.
Have you ever run into a high-technology company with a dated image? Does it affect your perception of the value of the innovation behind the technology? It certainly can. Take ABC company for example: It has been around for 35 years, has never done marketing, and has “never needed to”. (Believe me, there…. Read More...

Keep your major accounts and increase their value!

Published by : , on May 3rd, 2016.
...With Account Based Marketing Ever notice how well Amazon knows you? How well they recommend the right product, the right album, the right book? Ever notice how advertisement directly related to the product you were just shopping for, is waiting for you in your Facebook feed? Highly personalized marketing isn’t it? Now imagine…. Read More...