On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
“ Marketing is a cost center, not a revenue generator.”
“ Anyone can do marketing. Its intuitive.”
“ The Internet makes it so easy and affordable to do marketing.”
“ Marketing is a luxury we can’t afford.”
Modern Marketing 1 x 1 marketing LinkedIn Groups Second Life Affiliate Marketing Tipping Points Chasms Permission marketing Clickthroughs Mobile ads Flash demos Track backs SEO Twitter Facebook Blogs Opt in/Opt out Customer relationships Loyalty programs Virtual events Corporate responsibility Web video AdWords Landing pages Mavens YouTube
Misleading Marketing Measurements
Manic Marketing “ I should do marketing” I shouldn’t do marketing” “ I should do marketing” “ I should do marketing” I shouldn’t do marketing” I shouldn’t do marketing”
Maxed Out Marketing
Today’s goal: calm, confident marketing
Marketing identifies, attracts, fosters and retains qualified sales leads.
Marketing Objective: … profitably find prospects and then help them make efficient buying decisions.
The No Time Cure
Step 1: do a marketing inventory
Step 2: fill in the missing blanks
Step 3: develop powerful positioning and messaging
Step 4: validate pricing
Step 5: acquire new leads
Step 6: foster leads
Step 7: create a defendable marketing plan
Step 8: refine plan over time
Step 1: 30 Magic Questions – Your Marketing Inventory
Section 1: Your Prospects & Customers
1a. B to B or B to C?
Size: revenue, # of employees
Type of companies: industry, public/private, domestic/international, franchised/wholly owned, for -profit or non-profit, etc.
1b. Who buys/approves?
job title (including homemaker, student, unemployed), gender, age, income and education level, professional and personal interests
1c. Who uses? Same or different than buyer?
job title, gender, age, professional and personal interests
1d. Who participates in the purchase decision? Are there multiple people or a committee?
role each person plays
1e. What other types of people, companies, or industries would you like to sell to?
Section 2: The Buying Process
2a. Steps prospects go through evaluating
Talk with people inside your company?
Use your website or other marketing collateral?
2b. How long to a yes or no decision?
2c. Requests for proposals (RFPs) or other formal methods of evaluation?
2d. References or other purchasing input?
When in the buying cycle is this required?
2e. Product demonstrations
Run on their own or done by a company representative?
2f. Trial period or return policy? Warranty?
2g. Part of prospect’s budgeting process?
2h. How often win ? Why do you lose?
Section 3: Your Marketing Channels
3a. Media - magazines, websites, blogs, newsletters, TV, radio are prospects (users, influencers and buyers) reading or watching?
3b. Read/watch at work (during work time) or at home (on their own time)?
3e. Industry analysts, other thought leaders?
Section 4: Your Competition
4a. Similar products or services?
4b. Other ways to accomplish the same thing?
manually or using other tools?
Why is it better to use a product or service like the one you offer?
4c. Replace existing solution or new budget money required?
4d. Why are you a better value to a prospect?
4e. Your company and product /service weaknesses
4f. What happens to prospects if they don’t use your’s?
4g. Priced competitively?
Relative to competitors’?
Relative to manual or substitute solutions?
4h. Admire any of your competitors’ products/services or their marketing techniques?
Section 5: Your Market
5a. Key trends in your market today
5b. Market crowded?
Must you educate?
5c. Short- and long-term market share goals?
5d. What does your company want to be known for?
Step 2: Obtaining the missing answers
Step 3 : D evelop powerful positioning and messaging
For [describe target customers/businesses]
[Your Company] provides
[Describe product/service in layman terms]
[The benefit of using your product/service instead of alternative means to address the problem] .
Unlike other solutions, our product [ compared to the competition, describe why your offering is uniquely valuable] .
A positioning statement says what you provide, why is it the best, who it benefits and how.
1. List the words that you want people to use when describing your company: (e.g. innovative, inexpensive, quality, smart, organized, etc.)
2. If you could pick any celebrity (alive or dead, real or fictional, Hollywood, literary, political – essentially, someone well known to the public) to be your company spokesperson, who would it be and why? Describe the qualities that make them ideal to hypothetically represent your product or service.
3. What other companies (in any industry) do you feel have the same or similar attitude or look and feel as yours or that you would like to be more like? Why?
Step 4: Validate pricing
Competition (market position)
Step 5: Acquire new leads push marketing
Direct mail *
Internet Mail/newsletters *
Face-to-face seminars *
Tradeshows, conferences, associations
Webinars & teleseminars *
Search Engine Optimization (SEO)
Frequent Buyer and Customer Loyalty Programs
* Require lead lists
Step 6: Foster leads pull marketing
Data/spec or information sheets
Whitepapers and briefs
Blogs, online discussion groups
Customer Case studies
Cost and ROI tools
Email and phone call follow-ups
Tracking leads – relationship building & resource allocation
Closed vs. dead leads
Step 7: Create a defendable marketing plan Present, don’t write!
Step 8: Refine plan over time
Monitor what is working
Maintain marketing intelligence
Media read time: Analysts distribution; newsletters
Selective conference and association attendance
Set quota of customer/prospect interactions
Do an annual marketing plan review
Final thoughts [email_address] 508.881.5664 Twitter @notimemarketing www.NoTimeMarketing.com Book, eBook, templates, teleclasses Downtown Women’s Club discount = 10% off Use order code: DWC consulting, custom training, event speaking, promotional use for new prospects and loyal customers