Marketing Strategy
Marketing strategy agency Perth
Gilligan Group develops marketing strategies for technical, industrial and resources businesses across Perth and Western Australia.
Strategic marketing planning
Start with the objective, not the activity
Marketing activity is most effective when each decision is directly linked to a clear commercial objective; without this foundation, businesses risk spending considerable time and resources across various disconnected channels, often lacking a clear understanding of what constitutes success.
For over 14 years, our Perth-based team has helped businesses translate complex commercial objectives into clear market direction, collaborating with leadership and marketing teams to identify the business’s goals, target audiences, and how marketing can align with these priorities.
strategy development
Turn business objectives into go-to-market action
A marketing strategy defines the direction and priorities that steer how a business or product is introduced to market.
We begin by learning more about the business, its commercial priorities, and the opportunities it aims to capture. This may include entering new geographical markets, launching a product or service, increasing market share, generating demand, or reinforcing an existing market position. From there, we establish clear marketing objectives and define what constitutes success.
We evaluate where opportunities lie and how the business can most effectively capitalise on them. This involves defining priority markets and geographical areas, identifying and segmenting target audiences, understanding the roles of decision-makers and influencers, and considering the most effective routes to market. These routes may include direct engagement, strategic partnerships, resellers, and industry alliances.
With the market opportunity and target audiences identified, we can then ascertain how marketing can best facilitate the path to market. We create an integrated channel mix that encompasses relevant digital, content, PR, advertising, media, and direct marketing activities, supported by campaign priorities, key messages, calls to action, and budget recommendations.
We translate the strategy into a practical execution plan, outlining recommended activities, campaign sequencing, timelines, investment priorities, and measures of success. Where applicable, this includes digital and conversion requirements, performance tracking, KPIs, and scopes for future work, providing internal teams with a clear framework for implementation and ongoing optimisation.
B2B marketing strategy
We know complex markets
Marketing activity is most effective when each decision is directly linked to a clear commercial objective; without this foundation, businesses risk spending considerable time and resources across various disconnected channels, often lacking a clear understanding of what constitutes success.
For over 14 years, our Perth-based team has helped businesses translate complex commercial objectives into clear market direction, collaborating with leadership and marketing teams to identify the business’s goals, target audiences, and how marketing can align with these priorities.
Frequently asked questions
Understanding marketing strategy
These are some of the most frequently asked questions about marketing strategy, what it includes and how it guides ongoing marketing activity.
A marketing strategy is a structured plan that defines how a business will use marketing to achieve specific commercial objectives. It establishes priority audiences, market opportunities, channel mix, campaign direction, investment priorities and measures of success.
The exact scope depends on the business and its objectives, but a marketing strategy can include market and competitor analysis, audience segmentation, go-to-market objectives, channel recommendations, campaign frameworks, budget allocation, keyword strategy, key messages, conversion pathways, KPIs, tracking requirements and rollout plans.
A marketing strategy establishes the broader direction, including what the business wants to achieve, who it needs to reach and where marketing investment should be focused. A campaign is a specific execution of that strategy, using defined messages, channels, creative and calls to action to achieve a particular objective.
A marketing strategy can be particularly valuable when a business is entering a new market, launching a product or service, pursuing growth, repositioning its offering or investing in marketing without a clear view of which activities are contributing to its objectives. It provides a common strategic reference point for prioritising activity and investment.