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The Manufacturer’s Growth Manifesto
 

The Manufacturer’s Growth Manifesto

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Learn how marketing (the forgotten function in manufacturing) can be transformed into an engine for growth. This document talks about a framework called 'Modern Marketing 2.0' which is proven to grow ...

Learn how marketing (the forgotten function in manufacturing) can be transformed into an engine for growth. This document talks about a framework called 'Modern Marketing 2.0' which is proven to grow a product manufacturing company as much as 10, 20 or even 30% annually.

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  • VERY well thought out presentation - absolutely true. One of the hardest issues is discovering where the buyers are hanging out, and what content is relevant to them. To get in the door with larger manufactures (we're a contract manufacturer), you usually need to be an approved vendor which can put a halt on things as well. That's where I see the old methods of sales reps not going anyway, at least for a few more years as the millennials start getting into the decision making roles.
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  • Bruce is DEAD ON when it comes to growing your manufacturing business. His 'Manifesto' is an outstanding outline of changes mfgs. need to make right now. I fear many will not wake up in time.
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    The Manufacturer’s Growth Manifesto The Manufacturer’s Growth Manifesto Presentation Transcript

    • For Executives in the Manufacturing Industries The Manufacturer’sGrowth MANIFESTO Who’s this fellow you ask. Well that could be you; ‘the unflinching, levelheaded, low risk, product focused’ type of CEO struggling to grow even 2% hoping the next new product will finally be the big one. Nah, probably not you… Bruce E. McDuffee - bruce@knowledgemktg.com
    • Times Have Changed, butYou Haven’t. You’re under pressure from owners, the board of directors, shareholders, Wall Street and others to grow your manufacturing business. You’ve tried increasing spend on R&D, commissioning market research studies, customer satisfaction surveys, changed out business unit leadership, and any number of other schemes to push your products in order to increase revenue. Nothing seems to work. You target 5% to 8% growth year-on- year, but you only seem to be able to deliver 1% to 3% at best. Your sales team seems to be in a reactive mode and they’re missing deals in spite of the high dollar sales management system you brought in last year. Times have changed. At one time your products were unmatched in the marketplace. But now, due to massive globalization in all markets, your product has become commoditized easily available from any number of competitors around the globe. Your customers have changed their buying habits but you haven’t changed your go-to-market model. This book is about how to match your go-to-market model to your customer’s buying habits enabling growth and taking market share from your competitors with a marketing framework I call ‘Modern Marketing 2.0’. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 2
    • There’s GOOD news and there’s BAD news First the bad news… Bruce E. McDuffee - bruce@knowledgemktg.com 33/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 3
    • The bad news is… Industrial Production Growth Rates in industrialized countries are dismal. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 4 Country Rank % Change (2012) China 20 out of 172 +8.1% United States 83 out of 172 + 3.2% Japan 100 out of 172 + 2.0% Germany 139 out of 172 - 0.5% France 146 out of 172 - 1.0% European Union 149 out of 172 - 1.6% United Kingdom 156 out of 172 - 2.5% Source: CIA World Factbook see the entire list at https://www.cia.gov/library/publications/the-world-factbook/rankorder/2089rank.html
    • More bad news… Manufacturing output of industrialized countries is expected to increase at a marginal rate of 0.7% in 2013*. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 5 * Source: United Nations Industrial Development Organization (UNIDO) World Manufacturing Production Statistics for Q2, 2013 How can you grow your business 8% to 10% if global output is only increasing at a rate of 0.7%? Answer: Take market share from your competitors. Read on to find out how.
    • The Picture is Clear. Prospects for manufacturing output to increase any time in the near future are somewhere between slim and none. This means the pie is not going to get bigger or the tide isn’t going to rise (choose your metaphor) any time soon. You can no longer rely on an ever-expanding global economy to grow your business. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 6 Source: United Nations Industrial Development Organization (UNIDO) World Manufacturing Production Statistics for Q2, 2013
    • But, maybe these stats aren’t about your industry. Not bloody likely! Growth of output will be meager at best in the Industrialized Economies in all major sectors. Even output growth in the Developing Economies is only in the single digits. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 7 Source: United Nations Industrial Development Organization (UNIDO) World Manufacturing Production Statistics for Q2, 2013
    • What’s a Manufacturing CEO to do? The pie is not getting any bigger. Growth of output or production is no where near double digit rates in any of the major world markets. If US industrial production is growing at around 3% and you want to grow your business 8%, 10% or more, you have 3 options: 1. Buy growth through acquisitions. 2. Grow by selling more in developing or emerging markets. 3. Take market share from your competitors. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 8
    • Take market share away from your competitors. Let’s Explore #3 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 9
    • Finally, the Good News… 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 10 Your manufacturing company could be the one to take the market share. Adopting modern marketing strategy, tactics, teams and technology is key to growth rates of 10%, 20% or even 30%. Gains in market share are possible and will go to the firm in your competitive market able to quickly take advantage of Modern Marketing 2.0 and adapt to the new buyer’s habits.
    • The Window of Opportunity is Open. Most executives in the manufacturing industry are laggards when it comes to understanding the new buyer’s habits and how they apply to go-to-market strategy and tactics. The progressive, savvy and bold CEO willing to take a look at new ways of engaging with their target market will have a huge advantage over competitors. Modern Marketing 2.0 is a framework proven to work so you are the one to win in your market. The window of opportunity is open for those modern, bold executives willing to change the way they interact with their target audience. Don’t wait too long. First movers into Modern Marketing 2.0 get the advantage of credibility and top-of-mind awareness. Once your competitors catch on, they’ll try to copy your success. In the meantime, take advantage of the those laggardly CEOs. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 11
    • Just what are these new buying habits? • Buyers will not engage directly with your sales team until they are 60% to 70% through their decision process. • In the past, buyers would call the manufacturer’s sales people to get the information they needed. Now, buyers are using search engines and the web to get the information they need well before you ever know they have a need. • Buyers are interacting with peers via social channels and industry forums talking about the types of products or services you sell and sharing information about the challenges they face. They aren’t interacting with your people until much later in their purchase decision process. • Buyers are looking for ebooks, webinars, videos and more about the problems they face early in their buying process. They are not looking for product specs or product promotional brochures until mid to later stages of their purchase decision process. • More people than ever are involved in the purchase decision and they are all doing these things too. Some might never directly call your firm, but they are forming opinions based on their own investigations. Those firms that provide useful and helpful information will be the ones who get early engagement, top of mind awareness and credibility among the decision influencers and decision makers. • Buyers (all of us) are trained to screen B.S. at the speed of light. If your information is not useful, helpful, relevant and timely or you try to promote your products disguised as useful information, you’re screened out. • Buyers don’t care about you, your firm or your products. They care aboutWIIFM. (what’s in it for me) 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 12
    • Buyers Are In Control. “Buying 2.0 is a better metaphor for the buying/selling interactions of today’s selling environment as the hunter has become the hunted. Buyers are more informed and seek information independent of sales. Buyers have access to overwhelming amounts of information, but seek intelligence they can trust to support their decision making process.” Sirius Decisions 2009 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 13 “Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery no longer create competitive advantage. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers.” Forrester Report 2013 “The Digital Disruption is a fundamental challenge caused by the Internet and digital channels to traditional ways of doing business.The Internet has become the leading source for information throughout society and the industrial sector is no different. Engineers and other industrial professionals are spending more time online and using a variety of digital resources to perform work-related tasks, which has transformed their buy cycle and disrupted the marketing and sales process for suppliers and manufacturers. And because engineers and related professionals have so many digital information resources available to them, they rely less on contact with vendors in making purchasing decisions and often don’t contact a vendor until they are ready to buy. ” IHS GlobalSpec 2013 Benchmark Report
    • It’s not about your product anymore. Your customers don’t care about your products or services. They only care about what’s in it for them. Sorry, it’s true, but they won’t tell you to your face. EMERGENCYALERT 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 14
    • Your products, new or old, will not grow your business. Why? Because your product is perceived by your target audience as a commodity. Your messaging sounds just like your competitors messaging. You all sound alike and look like me-too products. SHOCKER 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 15
    • You no longer control the critical information. Information about your technology, solution, service and even pricing is widely available to anyone at any time any place with a quick Google search. OH SHIT! 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 16
    • You Don’t Even Get the Call Until the Research is Mostly Done. Unless your helpful and useful information is found during the buyer’s investigative phase, you and your competitors are left to fight over price after the 60% point. Interesting information that helps them do their job better is what gets you found and builds credibility during the 60% phase. Note: Latest data shows the figure is now closer to 70% complete before they contact your sales team or request specific information about price or specifications. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 17
    • The winner of market share will be the firm engaging with prospective customers during their self-guided investigation early in their buying process. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 18
    • You may now be thinking “This makes sense, I get it”. Great! Now it’s time to talk about the how-to. But first, let’s summarize what we’ve covered so far: • Global manufacturing output is flat. Best case projection for industrialized economies is 2% to 3% increase. • How can you grow 8% to 10% or more if the pie is not getting bigger? Modern Marketing 2.0 • The best way to grow organically at a rate of 10%, 20% or 30% is to take market share from your competitor. • Only the top 2 firms in any one market will be able to grow.The rest will stagnate or be swallowed up by the winners. We’ll proceed based on the assumption that you want to be the one taking market share not giving it up. • The secret to being #1 or #2 is to engage with your target audience early in their buying process way before you even know they might be interested in your (or your competition’s) product. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 19
    • This is how it works… 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 20
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 21 Stop Pitching Products. If you’re a typical manufacturing firm, chances are your success has always come from your product innovations. Your entire culture is built around the product. You must flip the group thinking and the product focused culture. Instead of talking about the products, talk about your expertise. Educate your target audience about issues they face. (this does not mean to try educating them about your products) Acknowledge that your product is perceived as a commodity in the eyes of your target audience. To repeat what I said earlier, “Buyers don’t care about you, your firm or your products. They care aboutWIIFM.”
    • Don’t lead with product features & benefits, lead with educational information. If you help the people in your target audience solve their problems by educating them using your particular experts and expertise, they will attach high value, credibility and top-of-mind awareness to your brand and your offering. Give away your information and expertise. For FREE!! Important Hint: Only educate on topics where you have authority. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 223/28/2014 22Bruce E. McDuffee - bruce@knowledgemktg.com
    • You may now be thinking, WTF? You want me to give away my expertise for free? How will that help me grow? The 2 main reasons why it works: 1. Consistency. It’s a well documented fact that humans build perceptions in their brains based on their experiences. Once these perceptions are in place, we humans do everything we can to align our actions to our perceptions or beliefs. (even on a subconscious level) 2. Reciprocity. It’s a well documented fact that humans feel a very strong need to reciprocate. If I give you a gift, you feel the need to give me a gift. If you give away your expertise to your target audience through education, they will want to give something back to you such as credibility, trust, a place top of mind, a position on the short list or they might just place the order. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 23
    • When you help the people in your target audience to improve their situation by sharing your expertise, you are giving them a gift. They want to reciprocate. This is the beginning of engagement and a subsequent customer relationship. As the consumers of your expertise and information learn that you are helping them to improve their daily lives by showing them how to solve a problem, for example, they build a perception of credibility around your brand and your offering. “Up to 95% of qualified prospects on your website are there to research and not ready to buy or talk to a sales person, but as much as 70% will eventually buy a product from you – or your competitor.“ Brian Carroll,CEO InTouch 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 23 Help people and they will want to do business with you.(help doesn’t mean figuring out clever ways to ‘get them to see the light’ about the features and benefits of the product) 3/28/2014 24Bruce E. McDuffee - bruce@knowledgemktg.com
    • If you make these changes: 1. Stop pitching products and start helping people (in your target audience) doing better in their daily lives. 2. Start educating your audience utilizing your particular experts and expertise. For FREE. 3. Stop advertising product features and benefits of a product. 4. Start promoting your useful, helpful papers, webinars, seminars, videos, etc. (not product information) 5. Admit your products are perceived as a commodity.Without making these changes, you’re reduced to fighting for business by lowering your price. You’ll get these things in return: 1. Credibility and trust in the minds of the people in your target audience. 2. Top-of-MindAwareness (T.O.M.A.) in the minds of your prospective customers. 3. Higher prices, more sales, more market share, higher growth rates. These things happen because when the day comes where people (with whom you have engaged by educating them and helping them with their problems and challenges) are ready to purchase, your firm gets the call. Your firm already has a position in their mind as credible and reliable. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 243/28/2014 25Bruce E. McDuffee - bruce@knowledgemktg.com
    • The Secret Formulas of Modern Marketing 2.0 T.O.M.A + Credibility T.O.M.A means Top of Mind Awareness = kill the competition = 10%, 20% or 30% growth = huge market share gains T.O.M.A + Credibility T.O.M.A + Credibility 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 253/28/2014 26Bruce E. McDuffee - bruce@knowledgemktg.com
    • If you’re doing a good job choosing your target audience, it is likely they will need or want what you have to sell at some point in the future. When that day comes around, your brand and your offering are lodged in their brain with strong feelings of credibility and a desire to reciprocate for all the great information you have provided over the past months or years. These feelings, emotions and perceptions will give you a huge leg up on the competition who are still pitching their products. These feelings could be so strong, that even your price won’t matter that much any more. Knowing, really knowing your target audience is critically important. Don’t rely on common or tribal knowledge. Do some real market research through an independent source to learn about the challenges, issues and problems they face on a daily basis. KnowYourTarget Audience Intimately 3/28/2014 273/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 26
    • At this point, you may be thinking, “this seems too easy” or “is it real or just a bunch of B.S.?” Oh, it’s real baby, and it works! 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 28 It ain’t easy, but it’s worth it!
    • You’re not a Modern Professional Marketer! (and, chances are, if you’re reading this manifesto, your head marketer isn’t a Modern Professional Marketer either) MESSAGE FORTHE CEO, COO, CFO…
    • Your current marketing function might look like this: Old Style Marketing 1.0 • A cost to the business • A group of people in the back cubicles who manage the brand, create brochures, set up tradeshows, send some emails, and do what the product and sales people tell them to do. • No idea about effectiveness of generating revenue, leads or opportunities. Your head marketer tells you about clicks, views, likes, exposures, cost per this and cost per that. All useless information for the executive team. • A crappy, dirty database with more holes than a hunk of good Swiss cheese resulting in generic, intrusive, useless outbound messaging. • Maintains a one-way website hosting nothing more than digital brochures and an e-store that sucks up more revenue than it brings in. • Prepares messages about product features without any real knowledge of the positioning, value proposition or perceptions of the marketplace. • Does whatever the sales or product people tell them to do without any thought, question, planned strategy or tactics. We call this ‘seat-of-the- pants’ or ‘ad-hoc’ marketing. • No wonder companies with Old Style Marketing 1.0 are only growing 1-2% this year! 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 30
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 31 Modern Marketing 2.0 looks like this: Let me say one more time, this stuff (Modern Marketing 2.0) works. I’ve used these strategies, tactics and tools to grow a boring electronics manufacturing business in the range of 10 and 20 percentage growth rates. • A revenue generator. A revenue engine for the business. • A written, current marketing plan. • A strategic partner providing high value in aligning modern marketing strategy, tools and teams to the business goals. • Metrics obsessed to ensure it is known what works great, what works OK, what does not work and what has failed in order to optimize and iterate for optimum spend and absolute growth. • A high value, clean and comprehensive database from which to market, cross sell, up sell and analyze via relevant and timely messaging. • Maintains a website designed to have a conversation with visitors by delivering relevant dynamic content tailored to the visitor. • Strategic positioning, value propositions that resonate, messaging about the customer’s needs. • Tactics that funnel large numbers of qualified leads who are ready, willing and able to buy. • Producing high value, useful, helpful marketing material, events and activities engaging early in the purchasing process. • Understands technology and fully leveraging technology for efficient and scalable marketing teams and activities.
    • Six Essential Components These are the six core components required to implement Modern Marketing 2.0. 1. A formal marketing plan 2. Tech savvy/content savvy professional marketer as the leader 3. Marketing integrated business culture 4. Modern technology and tools 5. Content based marketing strategy 6. Executive team sponsorship 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 32
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 33 1. A formal marketing plan Every company should have a formal Business Plan which contains a formal Marketing Plan. Sadly, most do not have either. In order for any marketing strategy to work, including Modern Marketing 2.0, the fundamental questions must be addressed and will act as a basis for daily tactical and longer term strategic plans. A Formal Marketing Plan includes these pieces: 1. Executive Summary 2. SituationAnalysis 3. Objectives & Issues 4. Target Market Analysis 5. Marketing Strategy 6. Marketing Programs 7. Financial Plans 8. Measurement & Controls
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 34 2. A tech savvy, content savvy Marketing leader Modern Marketing 2.0 relies on modern technology. The two primary pieces are Marketing Automation integrated with the CRM tool. There are many types of technology available to the modern marketer and it is essential to have a leader who is able to assess the technology and make educated choices. Even more important is a leader able to fully utilize the technology. As discussed earlier, Modern Marketing 2.0 relies on developing and distributing content that engages the target audience early in the buying cycle. It is critically important that the leader understands the underlying strategy and tactics of using the expertise, experience and knowledge to engage. Otherwise, you’ll just end up with a bunch more brochures and spec sheets. It’s not enough for the leader to just know about the technology, he should also know how it contributes to revenue and growth.
    • 3/28/2014 Bruce E. McDuffee - bruce@knowledgemktg.com 35 3. Marketing integrated business culture It’s tough for the CEO to take his lead marketer seriously. For years he’s heard about clicks, likes and open rates silently thinking to himself, “who cares?” Marketing has never shown any real contribution. The CEO only sees Marketing as a line item on the income statement under the ‘cost’. It’s no wonder 80% of CEOs don’t trust marketers while 91% do trustCIOs andCFOs. If your head marketer isn’t able or willing to show contribution to the growth of your business, get rid of her. You need a Modern Marketing 2.0 leader. The only way for this strategy to succeed is to include the marketing leader at the strategic table. The Marketing leader should be capable of contributing to the business strategy, proving the value of his marketing strategy and contributing innovative concepts to stay ahead of the competition.
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 36 4. Modern technology & tools Chances are you do have a CRM in place to help track opportunity pipeline and sales person performance. That’s a good thing. You may even be shelling out thousands of dollars a month on a MarketingAutomation Platform (MAP). And, chances are also good that you have a number of other platforms, software, SaaS, etc. scattered about in their respective silos. Modern marketing technology is essential for Modern Marketing 2.0 to achieve that double digit growth by taking market share from your competitor. Even more important is full implementation of the technology and even more important than full implementation is full socialization within the global marketing team. Hint: Major mistake (among many when it comes to technology) some companies make regarding marketing automation is trying to centralize the use at a HQ location. Every marketer should be a competent user of the MAP.
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 37 5. Content based marketing strategy Developing a content marketing strategy and executing on that strategy is foundational to the success of Modern Marketing 2.0. It is difficult to do it right, but the payoff is enormous. The term ‘content marketing’ is approaching the iconic stage these days. However, the term is poorly defined. If you got 10 marketers in a room and asked each one to define content marketing, you’d get nearly 10 definitions. As an essential component of Modern Marketing 2.0, ‘content marketing’ means creating, distributing and measuring useful and helpful papers, videos, FAQs, seminars, webinars, podcasts, et al. It does not mean creating more product brochures. When thinking about ‘content’ in relation to growing a business, remember, it’s not about the product it’s about sharing expertise to help those in your target audience do better. Make no mistake, content, as described herein, is the foundational element of the Modern Marketing 2.0 strategy but it must be useful and helpful for the people in the target market, not a list of why your firm and its products are so great. Content marketing on its own is effective, but not nearly as powerful as being integrated to a holistic Modern Marketing 2.0 framework. Try to avoid wee-weeing all over yourself; ‘we do this’, ‘we are that’, ‘come and look at our stuff’, ‘we’re a global leader’, ‘we are great’, ‘we have this’, etc.
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 38 6. ExecutiveTeam sponsorship There is a distinction between buy-in and sponsorship. It is critically important for the executives in the C-suite to act as sponsors and for the CEO to be the champion for the MM2.0 effort. Without high level sponsorship, it will be difficult to obtain buy-in. All stakeholders must understand the MM2.0 concept and at least buy in to a pilot program. Stakeholders may include: • C-suite:CEO, COO, CFO, CIO • Product development leaders • Sales team leaders and members • Marketing team • Business management leaders
    • One thing to keep in mind, the firm that gets there first wins in their market space. Get to Marketing 2.0 first before your competition gets there. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 39 Get there first!
    • Five Big Questions to Ask BeforeYou Get Started: 1. Is my organization ready to admit our products are perceived as a commodity in the marketplace? (not talking about the brand, just the products) 2. Do I have specific expertise within my organization with potential to help the people in my target audience do better in their daily lives? Am I willing to give it away in exchange forTOMA and credibility? 3. Do I have the people within my organization willing and able to implement and execute on Modern Marketing 2.0? 4. Am I ready, willing and able to support what may be a drastic change in our corporate culture? 5. Am I ready to support a 10%, 20% or 30% growth rate? If you answer ‘no’ to any of these questions, are you comfortable with your competition who answer ‘yes’ taking your market share? 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 40
    • You’ll need to devote or divert resources, time and money. MODERN MARKETING 2.0 IS NOT EASY 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 41
    • Your leadership team and managers will struggle and resist at first. This should be expected. They will need to see results. Your staunch support of Modern Marketing 2.0 will be critical to success. MODERN MARKETING 2.0 ISA BIG CHANGE 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 42
    • You will have success with Modern Marketing 2.0.The more you share the success, the better it will work. BE READYTO SHARE AMAZING SUCCESS STORIES 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 43
    • 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 44 It sounds interesting, how do I learn more about Modern Marketing 2.0?
    • You could do these things… • Investigate for yourself. There are tons of whitepapers, webinars, etc. in the webosphere. – Some good search terms are ‘modern marketing’, ‘content marketing’, ‘B2B marketing’ • Check out these progressive websites: – ‘Modern Marketing for Industry’ (my personal blog) http://marketingbymcduffee.blogspot.com/ – ‘It’sAll About Revenue’ (Eloqua blog) http://blog.eloqua.com/ – ‘Industrial MarketingToday’ http://industrialmarketingtoday.com/ – ‘Content Marketing Institute’ http://contentmarketinginstitute.com/ – ‘Industrial Internet Marketer’ http://industrialmarketer.marketpipeline.com/ • Bring in a consultant. – There are a lot of consultants out there. Some are great, some are poor and there are many in between. As with any vendor, there are pros and cons to consultants. If you do bring in a consultant, I’d be careful to assess if they have actually been on your side of the desk as a sales and/or marketing leader. Otherwise, you get a lot of theory, but not much that has been tested and proven by their own actions in a corporate manufacturing business environment. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 45
    • Or try one of these… • Hire a new head of marketing with experience in implementation and execution of Modern Marketing 2.0, one who has done it already in a manufacturing organization. – The danger here is that you’ll no doubt want someone with years of experience in your industry because that’s what you’ve always done. Or you’ll want someone from a similar manufacturing industry who has run a marketing team in the past. – Big mistake! There are a lot of senior marketers like this out there. They know about branding, marketing communications, public relations and running a reactive marketing team designed to serve, not designed to think about the new age of marketing. – You will need a tech savvy marketing pro who not only understands technology and MM2.o strategy, but also understands business, finance, leadership and management on a global scale. • Turn it over to yourVP Marketing/CMO – This is a tricky one and depends much on your relationship and the position of the senior marketer. – My experience is that if you were to ask your CMO about Modern Marketing 2.0 or details from this presentation, there will be one or two reactions; one is to defend the status quo and claim they are already doing these things. It may be true or it may not be true. If your top line is growing at a healthy rate, pleasing most stakeholders, you might conclude, ‘yes’ she is doing a fine job. If you are not growing at the rate you desire and your CMO claims to be executing the Modern Marketing 2.0 strategy and tactics, I suggest skepticism. The second reaction might be to embrace the fact that she is operating in the Old Style Marketing 1.0 mode and wants to learn about Modern Marketing 2.0. Second reaction is better and it would be up to you if you think she can pull it off or not. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 46
    • Still not sure? Perhaps considering this quote will help: “Insanity is defined as doing the same thing over and over again and expecting different results” - Albert Einstein 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 47
    • Who am I and why did I write this Manifesto? Hello, my name is Bruce McDuffee. I help industrial companies increase their organic growth rates by creating and implementing a marketing strategy built around the Knowledge Marketing framework. I'm passionate about Knowledge Marketing simply because I know it works. It's an amazing way to go to market and I want to share my expertise and knowledge with your team. How do I know it works? As the Marketing Director of a global electronics manufacturing company, I increased the AMER growth rate from 4% to 20% with this Knowledge Marketing framework. I was able to work out most of the kinks, problems and issues in this test bed. Now I'm ready to help you realize extraordinary growth in your manufacturing business. Are you ready? At this point, you are either actively thinking WIIFM [what’s in it for me?] Well, here’s what’s in it for you:  Rapid revenue growth rate – potentially tripling your recent growth rate.  Take market share from your laggardly competitors.  Convert your marketing team from a utilitarian cost center to a revenue engine for rapid growth. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 48 For more about me and what I can do for you: • FAQs about Bruce • Visit the web site • Send me an email • Fill out a form
    • Ready to add 10%, 20% or 30% to your revenue? If you answered 'yes', then let's get started: • Step 1: Send me an email, fill out the contact form or call me at (303) 505-8009 and we'll schedule a 30 to 60 minute discovery call. (no charge for the discovery call) • Step 2: If you like what we discuss and if you think your organization is ready to increase growth and embrace the marketing function as a revenue engine. I'll prepare a custom proposal for your review. • Step 3: If you accept the proposal, we get to work. We agree on schedules and resources. We dig into your current marketing plan, strategy, messaging, etc. • Step 4: We set a plan of action and milestones (POA&M) and commence building your plan based on the 3 step framework. • Step 5: Watch your top line grow and reap the rewards. 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 49
    • Call me to discuss, brainstorm or chat about Modern Marketing 2.0. Mobile phone: 303-505-8009 feel free to call during normal business hours Email: bruce@knowledgemktg.com Website: Knowledge Marketing for Industry http://knowledgemktg.com/home.html Blog: GrowYour Business with Knowledge Marketing http://knowledgemktg.com/blogs/ My LinkedIn Profile: http://www.linkedin.com/in/brucemcduffee/ 3/28/2014Bruce E. McDuffee - bruce@knowledgemktg.com 50