Attack new markets and opportunities with strategies based on pivotal inside information.
Defining Target Markets
Find the most promising markets for your solution by understanding how buyers operate in each space and what motivates their decisions. Base marketing plans on the crucial prospect details that close deals.
Refine Market Analysis With Industry Insight
Determine which markets are most likely to buy your solutions and assess how well your competitors are doing there. As industry experts and former decision-makers in your target market, Emissary Advisors have insight beyond analyst reports. They help your team select markets with an urgent need for your offering and the willingness to engage. Advisors understand the culture, buying dynamics, and unspoken priorities of the companies you’re considering. Their input will guide you toward niches that are ready for your solutions
Develop an Ideal Customer Profile That Mirrors the Most Promising Buyers
Create an ICP to represent the most fertile opportunities for your solution and populate the profile with key details, such as existing technology stack, technical maturity, and objectives for the future. You know the value of your solution, but Emissary Advisors help you define it from the buyer’s point of view and capture that in your ICP. Advisors share their experience as decision-makers in your target markets and accounts, so you can craft an ICP that accurately reflects the most promising prospects in the market.
Draw Vertical Segmentation Based on Deal-Winning Criteria
Divide your market into segments and subsegments based on meaningful criteria that measure the difference between success and failure for your deals. Flesh out typical segmentation categories with information that may not easily be found on websites, such as corporate culture, urgency of pain points, and perceived status of competitors. Emissary Advisors can share these esoteric details about target companies. As buyers in your market, they’ve ushered through many enterprise purchases, and they know what pushes companies toward one solution over another. Use their experience to delineate targets which are intrinsically attracted to your offering.
Learn More about How Emissary Accelerates Marketing Teams:
Understanding the Buyer
Borrow your buyer’s shoes and go for a hike. Developing an accurate understanding of each decision-maker in your target market requires understanding beyond social media profiles and really getting to their struggles. Invest in developing credibility at all levels of the organization.
Listen to Emissary Advisor Adam Schlesinger , former business acceleration system leader with over 20 years of experience across a range of industries including Big Tech and Fin Serv.
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Give Your Personas the Voice of the Buyer
Focus marketing effectively with accurate buyer personas and get the details right with input from an actual buyer. Emissary Advisors have made purchasing decisions in your target accounts and understand the motivations and concerns of each buyer role in the account or industry. Use Advisors’ input to develop new personas for the market or refine existing ones. Advisors can also point out buyer types you may have overlooked. With realistic persona descriptions, your marketing strategy is headed in the right direction.
Define Pain Points on a Personal Level
Within a single account or across a market niche, the pain points you’ve defined impact decision-makers differently. Some may care more about financial consequences; some may want to solve operational challenges. Emissary Advisors understand what each buyer is struggling with and help you associate each with the right pain points. Advisors also explain how corporate structures, regulations, technological maturity, or culture limit the company’s ability to address problems. With a more complete evaluation of pain points, your go-to-market strategy will handle objections proactively and prevent hidden obstacles from bogging down deals.
Meet Prospects Where They Are With a Map of the Customer Journey
With an accurate guide to how your target finds and selects technology solutions, you can plan to meet the buyer at each point with relevant, persuasive content. Emissary Advisors help you customize the buying journey for target accounts and market segments. They’ll point out where decision makers are likely to search for solutions and the channels they prefer. As former executives in prospect accounts, Advisors can also review content from the buyer’s point of view, ensuring your messaging is aligned with each stage of the process. A marketing strategy synchronized with prospects’ inflection points positions your solution as a market leader and strengthens your brand for faster closes.
Positioning
Understand what buyers in your target market care about beyond the surface pain points. Draw on industry insight to develop an accurate assessment of what prospects value, and your messaging will hit the right notes to capture attention and close deals.
Position Your Product for the Best Market Fit
Determining market fit for your offering can take guesswork unless you have extensive industry expertise. Emissary Advisors have years of experience in your prospective markets. They’ll tell you what these companies really want from a technical solution and how they like to buy. They can also conduct whiteboard strategy sessions to brainstorm the most effective positioning. You’ll be able to focus on the most promising markets with ease and adjust the go-to-market strategy to highlight the features and benefits which matter most to buyers.
Base Messaging on What Decision-Makers Value Most
Effective value messaging depends on how well you’ve defined buyer personas and understand what each one cares about. Emissary Advisors have spent years listening to vendor messaging. They’ll help you craft content in the voice of the buyer and assess how well existing messaging will sway target accounts toward the benefits you offer. With Advisors’ help, you’ll build up a suite of coordinated messaging for all stages of the buying cycle. While highlighting your solution’s strengths, content will frame the benefits according to the values of target decision-makers, ensuring each connection builds momentum toward a successful deal.
Compile Industry Insight Into a Powerful Value Matrix
Pulling your research and analysis into a value matrix will help you design the most effective go-to-market strategy. Include Emissary Advisors in the development process to ensure your research reflects the needs and requirements of buyers. With industry insight and years of experience at prospect accounts, Advisors share the knowledge you need to find your edge in the target market. In addition, Advisors share information your research team could never find through public industry resources. They understand power structures, culture, purchasing procedures, and technical details that fill out your value matrix and inform your marketing strategy with a more sophisticated understanding of the opportunity.
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Get more information on working with Emissary Advisors.
Tony Jaros
Chief Executive Officer
A product-focused, customer obsessed leader with a long track record of bringing new ideas to complex markets while building high performing and collaborative teams, Tony most recently served as CEO at Legacy Data Access, a healthcare software company. Other notable roles include CEO of CultureIQ, an employee engagement company sold to Perceptyx in 2021, and President and Chief Product Officer of SiriusDecisions, which he joined as a startup almost 20 years ago and helped build the organization into the worldwide leader in B2B sales, marketing and product management research, benchmarking and advisory services. Early in his career, Tony held product and consulting roles at Peppers & Rogers Group and Simba Information. He holds an MBA from New York University and a BSJ in Journalism from Northwestern University.
Erin Provey
VP Products
Erin has 20 years of experience in B2B product and service innovation and leadership roles, with a consistent focus on growth through customer-centricity. Most notably, Erin spent nearly a decade at SiriusDecisions (now part of Forrester Research) in a range of research and advisory product leadership roles, responsible for the entire innovation lifecycle: discovery, design, development, sales enablement, launch, implementation, and research/voice-of-the-customer-based iteration and enhancement. As part of this work, she was one of the most prolific commercially-viable content creators and public speakers, authoring and presenting hundreds of commercially-viable research briefs, models, frameworks, templates, tools, and one patented methodology – building world-class delivery teams and working closely with hundreds of the world’s leading B2B marketing leaders to operationalize these best practices in pursuit of revenue objectives.
Adam Rice
VP Engineering
Dynamic, results-driven agile technology leader with over 12 years of leadership experience and 10 years of hands-on software development experience. Adam has significant expertise in designing, building, and running highly available software as a service. He loves being part of a team where he can be instrumental in building and running a world-class team of software practitioners based on shared cultural values including collective ownership, pragmatic mastery, and continuous improvement.
Diana Kudajarova
VP of Operations
Diana has extensive experience in senior operational roles at technology startups. Before becoming VP of Operations, she was Emissary’s Chief of Staff and Head of Revenue Operations. Prior to joining Emissary, she was Director of Sales Operations for Burning Glass (a Boston-based job market analytics company). Diana has a PhD in History from Harvard University and was, in another life, a consultant for Monitor Consulting and professor of management at Moscow School of Management. Diana was also a co-founder and operator of four critically acclaimed restaurants in Cambridge and Somerville, Massachusetts,
Morgan Costello
Director, Advisor Operations
Morgan oversees advisor operations at Emissary. Prior to joining Emissary, Morgan spent the last 9 years building and optimizing high performing operations teams from the ground up. Morgan previously ran operations at the home services network, Handy, scaling the professional platform by over 10x before being acquired by ANGI Homeservices. Having worked in professional services and consumer services, Morgan is an expert in how to scale and grow operations.
Seleste Lunsford
Chief Research and Strategy Officer
Seleste has been a leader and consultant in the sales effectiveness space for over 20 years, running professional services, product and marketing organizations. She is a regular contributor to industry publications, a conference speaker and has written two books and countless papers on B2B revenue strategies.
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