Atlanta has long been home to famous brands including Coca-Cola, Home Depot, and UPS. But the city’s roster of highly respected companies continues to evolve rapidly and, today, Atlanta is becoming known not only for its global powerhouse corporations, but also for its innovative startups like tech-driven MailChimp and booming regional brands like SweetWater Brewing. We being an Atlanta marketing firm are blessed to be a part of this ecosystem.
The City of Alpharetta, in particular, has been enjoying growth for years. In fact, it was singled out by Forbes in 2007 as the #1 Place to Move in America, with particular praise for its economic growth and its proximity to the City of Atlanta. However, Alpharetta is far more than an Atlanta suburb, it’s an economic powerhouse in its own right.
Alpharetta has made a decidedly aggressive push to focus on “branding the city as a cutting-edge innovation center.” According to Mark Hubbard, CEO of Alpharetta Technology Commission, there are 900 technology companies in the Alpharetta area. These tech brands include Microsoft, Verizon Wireless, Jackson Healthcare, Priority Payment Systems, and many more. Each company has made its own targeted contribution to the local technological ecosystem.
This is the exact type of energetic, innovative thinking that Alpharetta-based Atlanta Marketing Firm eWise Communications thrives on. Most of the companies that we work with are in growth mode–looking for targeted and efficient ways to take their organization to the next level.
A Keen Focus on Target Marketing
Target marketing is one of the most effective marketing strategies you can have in your marketing toolkit. As evidenced in our recent blog post, Zeroing in On Your Target Market, we believe the power of your brand relies on your ability to craft a marketing message that will convert prospects into customers. That is why identifying and understanding your target customers—and finding more like them—are critical to the success of marketing campaigns. Defining your target market will help you identify opportunities in your target audience and strengthen your brand’s overall effectiveness.
Account-based Marketing: The Darling of B2B Marketing
Account-based marketing (ABM) is a marketing strategy in which we target only those companies and buyers who represent our best, most ideal customers. As we discuss in 6 Steps for Building a Winning Account-based Marketing Strategy, one of the fundamental characteristics of ABM is the use of marketing messages and content that are tailored for specific target accounts.
When companies adopt an ABM strategy, they make a conscious decision to focus most of their demand generation efforts on a relatively small number of potential customers. Instead of squandering precious marketing dollars on reaching everyone, ABM spends more responsibly on just the likely buyers. It’s critical to make marketing communications as effective as possible, and the best way to do that is to use customized content that is hyper-relevant for each target account.
Breaking Through the Marketing Noise
Today, the lines of business are blurring. To win new customers, and retain existing business, you must position and market your company, your services, and your products, correctly and unforgettably. The messages you communicate are important. The key is to create a buzz that is different from the rest of the noise so that your customers pay attention and the correct information is communicated.
It’s easy enough for companies to compete in a local market. But it takes specialized expertise to succeed in the global business arena. When a medical device company wanted to refresh their global brand so product launches and campaigns better reflected the company’s relevance in today’s crowded marketplace, eWise Communications outlined a program to break through the marketing noise. Our on-going communication efforts are helping communicate product and service offerings across a variety of international customers, prospects, distributors, and employees.
As a leading Atlanta marketing firm in Alpharetta, Georgia, our approach at eWise Communications targets growth by helping businesses remain competitive and successfully create and implement local, regional, national and international marketing programs. We prioritize and develop the right programs that will activate your target audiences and jump-start growth.