Marketing strategy for a fast growing tech start-up

We are a new player in a very old industry that is more than ripe for change. We know our product works and our users are finding a tremendous amount of success. What we don't know is how to properly take this to market in a space that relies so heavily on outdated sales/marketing models. Historically, our industry has relied on cold-calls, personal relationships with sales reps and plain old inertia, where the customer just does what they've always done. We are trying to define a new approach to sales marketing that reflects our innovative product. We are looking for a team of students that will be able to immerse themselves in our marketplace and identify new opportunities for lead generation. Some students will focus on specific areas of our marketplace, others will spend time working on overall market research and others on direct outreach via social media. In addition to individual responsibilities, the group will work together to present a sales marketing recommendation at the end of the course.

Digital Marketing Strategy

We want students to help us develop a digital marketing strategy to grow and engage our target market. We’d like to know how we can maximize different channels and what will work best for us. The main questions we’d like students to help us answer are the following: How should we promote our offering (which is proven to be valuable for clients)? What social media channels should we utilize? What budget is appropriate for advertising? What messaging should we use? How we should analyze the effectiveness and ROI of our marketing activities?