Boxter developed the SAIL system to make sense of marketing research and competitive analysis. SAIL provides companies with a foundation for growth through predictive analytics and marketing automation.
The four cornerstones of successful marketing
1. Unique Value Proposition
A marketing concept first developed to explain a pattern in successful advertising campaigns that made unique propositions. These campaigns successfully convinced customers to switch brands. Television advertising pioneer Rosser Reeves is credited with coming up with the idea. Harvard Business School professor Theodore Levitt says: "Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage." The concept encompasses a company's positioning in the marketing, branding and messaging.
2. Customer Personas
Personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. A fully developed customer persona allows us to get answers to specific questions and more accurately target your audience.
3. Competitive Analysis
Competitive analysis is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Bringing together relevant sources of data into one framework provides efficient and effective strategy formulation, implementation, monitoring and adjustment.
4. Content Strategy
Content strategy refers to the planning, development, and management of content—written or in other media. Companies need a repeatable system that defines the entire editorial content development process. This includes an editorial calendar, content guidelines, content management and content marketing channels.
Once the SAIL system data analysis and reports have been completed it allows Boxter to begin a successful marketing campaign. And then using iterative testing the data and reports are updated as part of a Lean Marketing strategy.
4 Steps
1. Customer Discovery & Development
2. Customer Testing & Validation
3. Customer Growth
4. Brand Building
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Case Study:
6000% Hypergrowth through Content Marketing