Person to Person (P2P) Marketing Content

P2P Content builds on customer need to be recognized, understood, and valued as individuals

Construction Tech Business

Person to Person Marketing Content is the perfect fit for Construction Technology marketing, were long-term client relationships are the building blocks of growth, and gnarly marketing/sales challenges like these are common.

Complex, intangible value - that must be explained.. and understood
Long purchase cycle
Late entry into purchase cycle
Multiple decision-makers, often with differing agendas
Senior management or board involvement
Aggressive, highly capable competitors

The Long View

Person to Person Marketing Builds Long-term Growth, shifting resources from expensive, one-off promotional campaigns, to building long-term relationships that focus resources on your most valuable customers and prospects.

Lead generation find and acquire compatible clients
Build lasting business and personal relationships
Seamlessly communicate what you do, and who you do it for
Build credibility and trust in you and your business
Differentiate what separates you from the competition
Put a trusted human face on your business
Embed your unforgettable brand in client's brain
Stay connected to your clients... Forever

You might be thinking; "OK, Person to Person Marketing Content makes sense"

You might also be thinking, "AI can do that for me...right?"

The problems with AI for P2P are twofold.

1. Your business is unique

AI doesn't have any way of knowing your business and your marketplace the way you do. AI only knows what a human has already said about something that may (or may not) be related to your general market space.

2. AI isn't a person

While AI offers valuable assistance with many time-intensive marketing tasks, AI doesn't know your customers, their pain points, their personalities or their personal idiosyncrasies.

Given that knowledge gap, working together, we approach your growth challenges with the tried-and-true method of getting smart humans working together to craft the solution that fits you business.

Here's How We'll Work Together to Craft That Solution

Objectives, Priorities, Resources, Expectations

First, we collaborate on what you want to achieve and which of those achievements are most important to you.

Then we take a long, hard look at the internal and external resources and technologies you are willing to commit to achieving those objectives.

With a better understanding of resources, we revisit objectives and priorities to clarify the reality of expectations. growth objectives / priorities

Deeply Understand Your Market and Customers

Next, we exchange ideas until we have a mutual understanding of your business, your customers, your marketplace, and your competitors.

Customer pain points, fears, decision triggers, objections, biases
Specific problems your customers want/need to solve
Things that irritate your customers
Market analysis - Identify demand gaps, opportunities, challenges
Current marketing - actions, expenditures, results
Your strengths and weaknesses
Competition strength and weaknesses market and competitive research

Tell Your Story, One Engaging Piece at a Time... Forever

And finally, we'll collaborate, turning that plot line (content calendar) into timely, relevant content that communicates your service value, in the most effective form for each customer contact point...

...from pre-contact research, through the entire purchase cycle, to post-sale "value update", and the "Hi, how you doin'?" five years down the road.

Some of the tools we'll use to tell your story

Pre-purchase research / Information hub - Site map / Pages
Lead generation - email / landing pages / blog posts
Client relationship building - Newsletters / email
Proof of value - Case studies
Sales enablement - Case specific, sales process content
Long-term brand value - Consistency of all the above
Sales expansion - white papers / eBooks
Client retention - Consistency of all the above

Goldilocks communicating

MEET JACK