In a consumer world of dizzying choice, content overload and instant gratification, Marketing’s vital role remains unchanged.
To create a customer.
That’s about Strategy not just Communications.
There can be no debate how technology has significantly changed the marketing landscape in the past twenty years. And today AI is hitting marketing teams like a runaway tsunami, forcing marketers to reassess and re-evaluate how they continue to deliver value to the organization.
While heated debates about the validity of the 4P’s, where to invest in your MarTech stack and the balance between performance versus brand abound, your CEO expects one thing from Marketing.
Create a customer. Someone prepared to part with their precious attention, their limited time and their hard-earned money to spend it on your product. And to choose your brand over your competition. Time and time again.
That’s why answering these two questions remain the toughest task every organization faces:
“Where are we going to play?”
“How are we going to win?”
Creating a customer and winning with them is more than an exercise in communications and media, it begins with strategy and insight.
HERE’S WHERE I CAN HELP YOUR ORGANIZATION:
Who are our customers really? What are their attributes, attitudes and personas?
How should we be positioned to win with customers?
Who is our competitive set? Are there emerging or adjacent competitors to be wary of?
What is our value proposition? And do our customers truly believe that is valuable?
What insights should drive our communication efforts?
“Hilton is one of the most empathetic, tenacious marketing leaders on the plant. No one cares more, does more, impacts more than Hilton. I recommend him to any organization that has a fast clockspeed, and a need for passion.”
THE STRATEGIC CHOICES YOU MAKE CASCADE THROUGH EVERY PART OF YOUR ORGANIZATION
Roger Martin’s famous “Playing to Win” framework remains the most comprehensive and powerful strategic tool to develop winning strategies from.
This is the framework I employ to help my clients win with their customers and prospects
SELECT ENGAGEMENTS
US Medical start up: Defined the Brand Articulation (Purpose, Vision, Values) and marketing communication platform.
Canadian Telco: Determined the B2B customer experience journey and executed research culminating in an extensive set of recommendations for CMO.
Global Professional Services Firm: Developed and built B2B personas and unique value propositions to inform and drive content program.
Canadian Automotive Manufacturer: Mapped extensive automotive customer journey to determine content needs and channel selection for principal 1st time buyers and key influencer targets.
“As a creative and out-of-the-box thinker, Hilton has an extraordinary ability to generate innovative solutions that are imaginative and highly effective. His decisions are always backed by data and are a testament to his commitment to results-driven strategies.”