Go-to-market strategy and digital growth strategy – should you implement them in-house or with an agency?

Of course, both are possible. However, the advantage of an experienced agency is that you have a sparring partner with strategic depth and B2B experience. You should therefore not bring a pure copywriting service provider on board, but rather a partner who provides concrete frameworks, templates, playbooks and skills – not a 120-page PowerPoint overload. However, overarching topics such as value proposition, core messages, corporate identity, tone and brand voice, as well as red lines in the wording, should always be defined in-house.

How do you develop a B2B content strategy?

In addition to a customer-centric approach, it makes sense to structure the content strategy around a clearly defined content funnel (top/mid/bottom of the funnel). When assessing ROI, consideration should also be given to linking the strategy to lead generation and the relevant channels (website, LinkedIn, specialist publishers, search engines, etc.) and formats (e.g. blog, white papers, webinars). Targets should also be defined for this purpose to ensure clear measurability (awareness, engagement, leads, MQLs, SQLs…).

How are buyer personas defined in B2B?

Buyer personas are not creative excesses of the marketing team, embellished with clichés and stock photos. It makes sense to involve customer-facing departments (sales, customer service) from the outset in order to obtain as specific a picture as possible of the customer landscape. These insights can also be used to build AI agents (more on persona agents), which can be utilised as personas for content creation or even product development, sales, service, etc.

What is the Customer Exploration Framework?

Customer Exploration (CusEx) is the methodology developed in-house by PARK 7, which we use to analyse the market, target companies and buyer personas in a structured way in order to develop a tailor-made content strategy and effective campaigns and content throughout the customer journey.

Our approach to strategy and Allbound

No chaos. No back-and-forth.
Everything under one roof.

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Our approach – everything under one roof

Customer-centric strategies for increased visibility

High-quality leads and predictable growth

We specialise in digital growth initiatives and go-to-market strategies for B2B clients with complex or high-consideration products and services. We combine strategy and implementation in a systematic and agile four-phase approach:

1. PLAN – using the Customer Exploration Framework, we hold an initial workshop to define clear objectives, a customer-centric strategy and a corresponding action plan.
2. BUILD – within a few weeks, a scalable performance infrastructure is developed through an iterative process. Supported by smart automation and AI. Empowered by clear, meaningful KPIs.
3. USE – here, the system and the measures are rolled out into live operations. Your team is trained, the reports are in place, and day-to-day work begins.
4. SCALE – now the ongoing performance optimisation begins: reporting, testing and scaling. Always in transparent dialogue regarding budgets and KPIs.

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Consistently customer-centric – a tailored strategy using PARK 7’s Customer Exploration Framework

Our in-house framework has served as the foundation guiding us through strategy and implementation for years. Prepared through targeted analyses, audits and brief interviews, we create the groundwork for a highly bespoke and customer-centric strategy during a guided one-day workshop, from which we derive specific measures. With us, there’s no 120-page PowerPoint overload – everything is tailored individually to your specific requirements.

Objectives

KPIs and success metrics

What objectives should be pursued? How can success be measured using KPIs? What should be achieved over the coming months?

Products and Solutions

Value proposition

Which products and services should be offered? What is the innovative aspect?

Market situation

Analysis and in-depth research

What is the competitive landscape like? Which competitors are active, and to what extent? What sets you apart from your competitors?

Customer journey and collaboration

Touchpoints and purchasing decisions

What is the path from initial contact to the purchase decision? At which touchpoints do potential customers encounter your company – and what content do they need at each stage? Where are there currently friction points between marketing and sales?

Defining target companies and characteristics

Ideal customer profile (ICP)

Which companies are your best customers – and why? In which sectors, size categories and regions does your greatest growth potential lie? What characteristics turn a lead into a truly qualified prospect?

Target individuals, buying centres and buyer personas

Pain points, benefits and decision-making roles

Who makes the purchasing decision – and who influences it? What specific challenges, objectives and objections drive your target individuals? How can content and messages be tailored specifically to the various roles within the buying centre?

A distinctive content DNA (since 2009)

We’ve been developing content strategies for almost 20 years – always at the cutting edge of new formats, channels and technologies. Flexibility and adaptability are embedded in our DNA.

360-degree Allbound (push and pull)

PARK 7 has been a pioneer in inbound marketing since 2009. Today, we orchestrate all relevant channels according to the formula: inbound + outbound = Allbound.
More about Allbound

Customer-centricity above all

Our tried-and-tested Customer Exploration Framework is established across more than 50 B2B client environments.

Marketing and Sales Alignment

Our approach brings marketing and sales together and fosters mutual understanding, because we deliver results and facts rather than just reasons.

AI-first

PARK 7 relies on secure and efficient AI support.
More on AI agents and workflows

What sets us apart

We don’t work for our clients, but alongside them.
Find out more about PARK 7

Weeks 1–4
Kick-off and PLAN phase

Analysis and audit

Customer Exploration workshop strategy and concept development

Weeks 5–8
BUILD phase

MVP development

Including content production, landing pages, campaign set-up

From week 8
USE phase

MVP go-live

From week 12
SCALE phase

Regular meetings and performance reviews

Optimisation, ongoing scale-up
(every 2 weeks)

Go-to-market strategy and digital growth strategy – should you implement them in-house or with an agency?

Of course, both are possible. However, the advantage of an experienced agency is that you have a sparring partner with strategic depth and B2B experience. You should therefore not bring a pure copywriting service provider on board, but rather a partner who provides concrete frameworks, templates, playbooks and skills – not a 120-page PowerPoint overload. However, overarching topics such as value proposition, core messages, corporate identity, tone and brand voice, as well as red lines in the wording, should always be defined in-house.
How do you develop a B2B content strategy?

In addition to a customer-centric approach, it makes sense to structure the content strategy around a clearly defined content funnel (top/mid/bottom of the funnel). When assessing ROI, consideration should also be given to linking the strategy to lead generation and the relevant channels (website, LinkedIn, specialist publishers, search engines, etc.) and formats (e.g. blog, white papers, webinars). Targets should also be defined for this purpose to ensure clear measurability (awareness, engagement, leads, MQLs, SQLs…).
How are buyer personas defined in B2B?

Buyer personas are not creative excesses of the marketing team, embellished with clichés and stock photos. It makes sense to involve customer-facing departments (sales, customer service) from the outset in order to obtain as specific a picture as possible of the customer landscape. These insights can also be used to build AI agents (more on persona agents), which can be utilised as personas for content creation or even product development, sales, service, etc.
What is the Customer Exploration Framework?

Let's talk

Get in touch

Maik Rico y Gomez

Managing Director