What Dynamic Heart can do for your business
When business needs a different approach
Businesses don’t always need more marketing activity. Sometimes they need to reconsider their direction, propositions, priorities, people or capabilities.
I work with senior leaders to understand the underlying business challenges, identify what needs to change and lead the work through to delivery.
Direction
Customer, market and competitor insight. Marketing and organisational diagnostics. Defining strategy, positioning and market approach.
Value
Developing and repositioning brands, propositions, products and services. Brand architecture, market entry, go-to-market strategies and approaches to customer acquisition and retention.
Capability
Reviewing and redesigning marketing functions, operating models, governance, processes and systems. Defining roles, recruiting, coaching and developing teams, and evaluating marketing technology.
Delivery
Leading the implementation of strategies and change programmes, including integrated marketing and communications, brand transformation, digital marketing, customer journeys, corporate communications, PR and public affairs.
Across every assignment, I engage with people throughout the organisation to understand what is happening, challenge assumptions and ensure change can be sustained.
How we can work together
Interim leadership – senior leadership to tackle specific business problems, for a defined period, taking ownership for strategic direction, teams and delivery.
Fractional leadership – ongoing senior expertise and leadership for organisations that don’t require a full-time executive.
Strategic discovery and projects – focused, standalone assignments to investigate business challenges, assess market opportunities and organisational capability, and deliver evidence-based recommendations.
Let’s talk about your business
Core expertise
Insight/research and analysis
Focusing on business, market, customer and competitors using a blend of publicly available research and bespoke insight programmes as data-driven basis for strategic direction.
Strategy and planning
Development of marketing, brand and communications strategies and plans aligned to corporate targets to drive revenue growth, brand engagement and reputation and commercial performance.
Leadership and team development
Leadership, design, recruitment and training to strengthen and expand marketing teams, using coaching/ mentoring approach and gap analysis of marketing capability and capacity against business needs.
Customer focus
Identification of ideal customer profiles, understanding needs, development of personas for buying committees, mapped to compelling content across brand touchpoints.
Commercialisation and transformation
Refocus of marketing and brand impact, to refresh and transform businesses through competitive advantage and defined market strategies.
Technical expertise
Brand planning, strategy & identity
Strategic foundations of brand/corporate identity and guidelines, value propositions and brand architecture.
Alignment of service/product positioning and messaging and stakeholder communications with brand values.
Product/service innovation and management
Drive growth of products and market share based on commercial insight, using proposition and messaging development.
Development of go-to-market strategies to fuel sales pipeline using targeted approaches, including Account-Based Marketing (ABM) to drive demand/lead generation, consumer engagement and prospect nurturing.
Corporate communications
Develop PR, public affairs, internal and external comms positioning and messaging, based on authentic brand platforms, stories and toolkits to manage reputation and amplify purpose.
Integrated marketing communications
Shape seamless customer experience across online and offline channels including: advertising; always on digital marketing; brand and keyword monitoring; content hubs; corporate comms and engagement platforms; customer relationship management (CRM) systems, email/direct mail; events; marketing automation and tech stack; online and insight tools; search, social and web.
Marketing audits and team training
Working with senior leadership to identify marketing gaps and duplication across enterprises. Themes and topics encompass professional expertise highlighted across key technical areas.
Training packages tailored to business needs.
Most bespoke programmes will contain a blend of core and technical expertise aligned to specific business objectives and requirements.
Six to 12 sessions
We also offer packages and programmes designed to professionalise your marketing at a strategic level and optimise your resources to achieve business targets.
Packages of six to 12 sessions per theme are available, working in close collaboration with key internal leaders in your business and external stakeholders or customers as appropriate. After all, you know your business requirements and culture better than anyone!
Insight/diagnostics
- Research and analyse market, customer and competitor insight
- Analysis and diagnostics of marketing capability and organisational resource requirements
- Design, recruit and build a marketing team aligned to corporate needs.
Brand identity
- Review and development of brand positioning – purpose, vision, values and personality
- Creative development of brief for refreshed brand guidelines – brand mark, visual identity, tone of voice, architecture and sub-brands
Proposition development
- Development of value proposition and creative positioning
- Products/services launches, go-to-market strategies and roadmaps
- Plan, forecast, develop and position products throughout their life-cycle
Commercial growth
- Develop defined commercial strategies to grow sales pipeline
- Targeted brand content and advertising for acquisition, expansion and retention.
- Explore Account based marketing (ABM) approach to grow customer accounts (B2B)
Reputation & engagement
- Develop corporate communications and engagement strategies
- Develop PR and Public Affairs brand platforms and internal communications positioning and messaging
Customer experience
- Identify ideal customer profiles (B2B) based on deal stage and engagement, deal size and potential revenue
- Develop tailored personas for key customer segments or buying committees
- Map customer journeys and develop seamless omni-channel experience to strengthen and amplify brand engagement
Digital health
- Review key elements of martech and digital performance: websites, digital channels and tools, social media
- Develop a digital marketing roadmap for an optimised integrated approach for always-on digital marketing
If your business is wrestling with conflicting comms and muddled marketing or:
- struggling to achieve the next stage of commercial growth and customer engagement
- going through a merger or acquisition or a total refocus of company strategy
- facing confusion around launching a new product or service – and which markets to target
- dealing with dwindling revenue streams and unprofitable products and services
- watching weak acquisition, ineffective demand/lead generation and poor brand engagement
- drifting into commercial irrelevance with competitors outpacing you
- feeing like a faded brand with outdated marketing capabilities
- wrangling with reputation management issues and lack of brand awareness...
Then Dynamic Heart can help. Fill in the contact form with a brief outline of your challenge and your preferred contact method and times.
