Our Approach
THE TECH TRANSLATION SYSTEM™
A structured path for turning complex products into compelling conversations
We never jump straight into delivery. First, we help you frame the problem. That’s how we set up every engagement for success.
In most cases, engagements progress through stages, aka “sprints.” Established companies may not need all stages or all elements of each stage, so we can leverage the work you’ve already done to get you to your goal faster.
- Assessment
- Definition
- System Creation
- Content Execution
- Continuous Measurement and Improvement
Each stage builds on the one before so there’s no wasted time.
Step 1: Assessment
We evaluate your current positioning, messaging, and customer-facing content with a fresh set of eyes to determine:
- How aligned are leadership, sales, and marketing on the story you want to tell?
- How effectively does sales and marketing content tell that story?
- How well does it differentiate you from competitors?
- How are prospects engaging?
- How are you showing up in search engines and AI results?
You’ll get...
- An assessment report with tailored recommendations at two levels – low hanging fruit for early wins and opportunities for long-term initiatives.
You’ll be able to…
- Double down on what’s working and remove and replace what’s not.
- Avoid wasting time or burning out your team.
- Gain internal support and trust while you build your marketing function.
Step 2: Definition
We help you answer the five most important positioning questions:
- Who do you advocate for?
- What are the problems you're trying to solve for?
- What alternatives do you replace?
- Why must a buyer act now?
- What opportunities do you see that others don’t?
To answer these questions, we triangulate information from multiple sources.
- Excavate and aggregate data and insights from your internal teams.
- Conduct customer interviews and listen to sales calls to understand the buying journey.
- Identify topics competitor’s aren’t talking about that your customers want to know.
You’ll get...
- Consensus and a shared language to rally around.
- Deep understanding of customer attributes, signals, and entry points.
- A messaging playbook with ready-to-use messages at each stage of the buying cycle.
- Product definitions and a marchitecture that’s easy for customers to understand.
- Defined offers for sales plays.
- Initial content to market test.
You’ll be able to…
- Clearly communicate the value you deliver.
- Transform technical information into stories that help buyers make decisions.
- Create market moments to gain share of voice.
- Create and ship content faster. Gain rapid market feedback to refine messaging and content.
Step 3: System Creation
By doing things in the right order, you get a compounding effect that delivers the most bang for the buck.
You own the process once it’s built and can carry the work forward.
You’ll get...
- Frameworks for content briefs and campaign guides.
- Key themes, topics, and formats for your editorial calendar.
- A “value vault” packed with stories and proof points that’s easy to share.
- Tools and resources that fit into your budget.
You’ll be able to…
- Stop wasting time recreating work.
- Align teams and agencies to sound like one company.
- Ensure your hard work actually gets used.
- Make the most of what you create by optimizing and atomizing content.
Step 4: Content Execution
To write and design content, we can support your internal team or supplement with external resources.
Either way, your content always sounds distinctly like you.
You’ll get...
- Content tailored for different formats and channels:
- First call deck for sales team
- Website refresh
- Videos and interactive content
- Original research and thought leadership
You’ll be able to…
- Get your message in front of new audiences, to build your prospect database and get on more short lists.
- Increase engagement and conversions on your website and in campaigns.
- Accelerate sales, from building early stage pipeline to progressing opportunities.
Step 5: Continuous Measurement and Improvement
We build in cycles to test, measure, and improve.
With key milestones and short feedback loops, we measure progress and adjust quickly, feeding the learnings back to your team.
You’ll get...
- An ongoing plan, built to help you achieve your high-growth goals.
- Dashboards and reports to share goals and track progress, including content performance and pipeline influence.
- Workshops and coaching on storytelling, brand voice, web writing, and more.
You’ll be able to…
- Make data-backed decisions and pivot quickly when needed.
- Demonstrate success to motivate your team and gain buy-in across the organization.
- Upskill your internal marketing team.
Not sure where to start?
Let’s talk about you and your business and explore how we can work together.