An Open Letter to New CEOs:
Foundry is a remarkably complete template offering you a plethora of handcrafted design elements. Whether promoting a product, service or portfolio – Foundry’s unique and flexible style has you covered.
GET THE MOST OUT OF YOUR CUSTOMER LISTENING TOUR.
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People just like you are already loving Foundry
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Value Proposition / Data Integration Software
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Strategic Pivot & Value Proposition / Cloud Management SaaS
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New Brand Identity and Mission / Financial & Tech Advisory
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Strategic Differentiation & Value Proposition / IT Outsourcing
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Strategic Repositioning / Retained Executive Search
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Strategic Repositioning & Rebranding / Healthcare Tech
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Positioning and Go-to-Market Strategy / Subscription Data
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Positioning & Messaging / Health Care Data
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Formulating the Story Using the Customer as the Reference Point
“We worked with Bob at a very important time when we needed to narrate our story and distill our business model in a way that could resonate with investors and others outside the company. He is relentless, in a positive way, about using a customer as the reference point (‘what would the customer think?’). This really rooted us with the audience and prevented us from sounding like we were talking to ourselves.”
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“Bob is is relentless, in a positive way, about using a customer as the reference point (‘what would the customer think?’). This really rooted us with the audience and prevented us from sounding like we were talking to ourselves.”
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“In meeting with Bob for just an hour or so, I got precious new clarity on our go-to-market strategy and priorities—something I’d been wrestling with for two years (with multiple marketing resources).”
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Q. What’s our sweet spot? What are we great at–better than anyone else?
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Q. What’s on your next board of directors update slide?
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Q. What would make you a customer for life?
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Q. Hypothetically, what would you get fired for not getting done in the next 12 months?
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“He applies business savvy and experience to make marketing a good investment rather than simply a series of activities that may or may not have the desired result.”
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“Our sales people are basically going into battle unarmed–with no differentiators that are meaningful to the target.”
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“We don’t really know why our marketing and sales results suck, so don’t know where to start fixing them.”
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“Most marketing and sales vendors talk about quick fixes or the latest shiny object.”
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“I’ve been burned by too many marketing and sales ‘experts’ who deal in platitudes not outcomes.”
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“We aren’t growing fast enough.”
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“We focus too much on features and benefits.”
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“Our messaging and value prop don’t resonate.”
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“We don’t have a clear positioning.”
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“We lose too many deals we should be winning.”
“We look and sound too much like others in our space.”
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Annual Investor Meeting
“We invited Bob London to keynote our quarterly investor meeting, and the audience’s feedback was terrific. Bob inspired everyone to think about whether they are really customer-centric and how being customer-centric can grow and sustain their businesses. My partner and I actually make a point of periodically watching the video of Bob’s talk to remind us to stay focused on identifying and leveraging our members’ Elevator Rant.”
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Executive Peer Group
“Bob’s talk at The Marketing Alliance was incredible. He really reminded us that everything starts with seeing things from the customer’s perspective, not our own. His examples were compelling, he has a relaxed and fun speaking style and the audience ratings were fantastic.”
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Executive Marketing Event
“Bob has a one of a kind ability to actively listen, connect to the target audience/buyer and bring real, potent, valuable and actionable insights back to management teams to upgrade their business.”
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Regional Marketing Conference
“Bob London’s talk at the Mid-Atlantic Marketing Summit was poignant and thought provoking. In a world where marketing is often thought of as spending money on outreach and campaigns, Bob makes a convincing case that everything comes back to understanding what’s really valuable from the customer’s perspective. His case studies were on point and the audience came away with tangible, actionable insights.”
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Company Meeting
“We brought Bob in to speak at our annual company meeting, and he really got us thinking about the importance of differentiation and positioning–for our own business as well as our clients. He pointed out why differentiators have to be tangible vs. “pixel-deep.” In other words, a true differentiator has to be more than words–it has to be valuable from the customer’s perspective. And to get the customer’s perspective, you have to ask them the right questions in the right way. Invaluable!”
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Pinpointing the Value Proposition of Data Integration Software
“Great results came from our deep engagement using Bob’s ‘customer listening’ approach, because it got right to the heart of the true value of our product–from the customer perspective–beyond fuzzy platitudes. What was cool was the actionable insight–sometimes cold reality–that helped us shape our precious investment into the software platform. In addition, the independent view of hearing our customers’ perspective versus our own was both confirming and challenging to common wisdom.”Read the entire story here.
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“Great results came from our deep engagement using Bob’s ‘customer listening’ approach, because it got right to the heart of the true value of our product–from the customer perspective–beyond fuzzy platitudes.”
Read the entire story here.
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“The feedback from every Partner, as well as my assessment of the effort, was outstanding and led to tangible results, including the partners’ satisfaction with their NAFCU partnership.”
Read the entire story here.
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The Big Pivot: Switch to Single-Purpose Cloud Optimizer App Wins Customers and Funding
“The bottom line is that the insights Bob uncovered were instrumental in helping us understand what customers really needed today. The resulting pivot to ParkMyCloud has turned out to be a great bet.”Read the entire story here.
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Creating a “Scalable” Brand Identity and Mission
“We regularly refer back to Bob’s work, particularly the insights he extracted from his one-on-one interviews with our clients and other decision-makers. Those discussions revealed real-world pain points and needs—in the customers’ language, not marketing-speak—that revealed a number of ‘rants’ that were previously unspoken and therefore unmet by others in our space. These insights became the basis of our new strategy.”
Read the entire story here.
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Marketing with a capital “M”
“I’ve engaged Bob as a marketing consultant and advisor on several business opportunities over the last several years and found his expertise to be very valuable in terms of understanding how to evaluate market opportunities and structure a pragmatic go-to-market approach. While a creative executive and resourceful problem-solver, Bob understands that success comes from sales/marketing alignment and execution moreso than having a clever tagline. Bottom line, he applies business savvy and experience to make marketing a good investment rather than simply a series of activities that may or may not have the desired result.”
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This Inc. 5000 CEO Did Something Shocking to “Decommoditize” His Business. He Listened
“Bob used this amazing concept he calls ‘discovering the customers’ Elevator Rant.’ Now we see our prospects’ eyebrows jump off their head, and they say, ‘Why doesn’t our provider do this?'”
Watch the video here.
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You Can’t Just Say “Smaller is Better,” You Have to Show How
“Bob asked (customers and prospects) a number of probing questions we wouldn’t have thought to ask,” said Pat Friel. “Like ‘What annoys you most about working with search firms?’ What’s the best and worst experience you’ve had on a search?’ and ‘How can you predict how much attention your search will receive before you choose the firm?’”Read the entire story here.
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Clarifying and Prioritizing Go-to-Market Strategy for Training & Certification Firm
“In meeting with Bob for just an hour or so, I got precious new clarity on our go-to-market strategy and priorities—something I’d been wrestling with for two years (with multiple marketing resources). He’s the opposite of the old expression, ‘If all you have is a hammer, every problem looks like a nail.’ By contrast, Bob’s deep expertise and insights across various marketing disciplines is incredibly refreshing and valuable.”
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Repositioning of Specialized Hosting Provider Leads to Acquisition
“A year later we remain convinced we made the right choice with London, Ink. Bob’s ‘outsourced CMO’ model plus full-service capabilities, is the right combination for a growth-stage company like ServerVault.”Read the entire story here.
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Seeing the Marketing Forest Through the Sales Weeds Uncovers New Sales Opportunities
“I give a significant amount of the credit for our newly energized marketing and business development approach and our overall business trajectory to Bob’s efforts. I’m letting you know this in case you are in a similar situation where you need senior-level marketing expertise and horsepower but don’t have the resources for a full-time executive.”
Read the entire story here.
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NAFCU Services: Strategic Plans Boost Success of Association Affinity Partners
“The feedback from every Partner, as well as my assessment of the effort, was outstanding and led to tangible results, including the partners’ satisfaction with their NAFCU partnership.”
Read the entire story here.
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Go-to-Market Positioning & Value Proposition for SaaS Product
“We got actionable customer insights tied to great creative concepts.”Watch the video.
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Strategic Repositioning & Rebranding for Teleradiology Company
“You rarely find this combination of strategy and creativity in one resource.”
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Helping a SaaS Company Turn the Corner
“Bob synthesized our story so it clearly presents what we are about and makes our marketing more effective.”
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“Rather than focusing on tactics like SEO, email, print or events, Bob started by getting us to look at our motives. In other words, spending a dollar on traditional marketing meant not investing in, say product development, support, or an additional sales person.”
Read the full story here.
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“You rarely find this combination of strategy and creativity in one resource.”
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“We got actionable customer insights that led to powerful creative concepts.”
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“The changes to our positioning and pitch made a huge and immediate difference.”
Read the entire story..
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“Bob synthesized our story so it clearly presents what we are about and makes our marketing more effective.”
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“The customer insights Bob uncovered were instrumental in our successful pivot that led to a $1.6M investment.”
Read the entire story here.
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“Now our prospects’ eyebrows jump off their head and they say, ‘Why doesn’t my vendor do this?'”
Watch the video here.
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“Bob did a fantastic job of translating the customers’ perspective into an effective vision and strategy.”
Flexible, Adaptable & Timeless.
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History
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Approach
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Culture
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Method
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