Ideas

Breitfelder GSP was founded on researching — and practicing — the three ideas of the GSP approach to business-to-business marketing.

Growth story positioning (GSP) is a content-driven B2B marketing methodology for building more interactive business brands. The GSP method guides interactive media and content management to strengthen client relationships – positioning brands for sustained growth.

Big, long-term growth position

Know how to position your growth-oriented brand story with clients using a big idea – crystallizing the clear, authentic fit between their pressing business growth issues and the long view of your services. The strategic management of this interactive marketing nexus is the key to sustainable, profitable client relationship growth.

The Breitfelder GSP research agenda covers traditional and emerging positioning strategy practices — from customer segmentation, competitive analysis and persona development to marketing leadership development, risk management, wireframe prototyping, analytics and social CRM.

What’s your growth story in the market? Do you have a positioning strategy and narrative that’s sustainable throughout most client relationships? Is your growth story positioned consistently and effectively across all media? If not, what's your development plan?

This “big three” of positioning strategy – clients, content and media – has proven to be the key differentiator for top business brands from IBM to McKinsey. High-performing, relationship-focused consumer brands, such as Apple, share these qualities as well.

The three ideas of the GSP method are constantly refined by researching market trends with the B2B community and studying key cases.

GSP ideas in action – Cases >

Tenacious content development

Develop messages and content on top business issues – adapting tenaciously to market shifts – to keep clients engaged with your brand story.

The Breitfelder GSP research agenda covers traditional and emerging content development practices — from long-form content like white papers, webinars and keynotes to pithy real-time tweets.

What business content do you need to grow client relationships? How are you closing that gap between your editorial calendar and revenue?

More interactive media

Interact more with clients using content that communicates your long-term growth story – across media from your website to face-to-face elevator pitching – to own that unique position in their minds & the market.

The Breitfelder GSP research agenda covers traditional and emerging media management practices — from print publications to increasingly social digital media.

How interactive & engaging is your brand? Are most client interactions “on message” and positioning your brand for sustainable growth? Or are you reacting to short-term opportunities – positioning your firm in a price war to the bottom?

Throughout the client relationship:

•Client growth & retention: Keep current clients engaged with education program
• Proposal/negotiation: Convert more prospects with research-based sales content
• Prospecting: Generate more leads with research content
• Awareness: Keep engaging more clients & build expert brand position
• Enable growth: Strengthen brand systems

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What if your brand were more interactive – engaging current and prospective clients in consistent conversations around a long-term narrative that addressed their most critical issues?

Would that help grow client relationships? How would more growth-oriented client interactions impact your mission and bottom line?