Momentum Marketing
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Momentum Marketing

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Marketing should pursue momentum. We should not feel like we are pushing a rock up a hill, or as we say at Wave Marketing, you are not out there fighting waves. You can’t win that battle. Successful ...

Marketing should pursue momentum. We should not feel like we are pushing a rock up a hill, or as we say at Wave Marketing, you are not out there fighting waves. You can’t win that battle. Successful marketing finds the wave and you ride it!

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  • Goal of this slide is to show campaign focus, cadence, key milestones and H2 ‘waves’ as we defined in the Croc meeting.Stay on our game / don’t risk confusing the market with ‘stop-gap’ measuresGain maximum distance and cause trouble for IBM by ‘launching’ April 1 - be where IBM will be first and target their customers with our air cover
  • Goal of this slide is to show campaign focus, cadence, key milestones and H2 ‘waves’ as we defined in the Croc meeting.Stay on our game / don’t risk confusing the market with ‘stop-gap’ measuresGain maximum distance and cause trouble for IBM by ‘launching’ April 1 - be where IBM will be first and target their customers with our air cover
  • Goal of this slide is to show campaign focus, cadence, key milestones and H2 ‘waves’ as we defined in the Croc meeting.Stay on our game / don’t risk confusing the market with ‘stop-gap’ measuresGain maximum distance and cause trouble for IBM by ‘launching’ April 1 - be where IBM will be first and target their customers with our air cover
  • Goal of this slide is to show campaign focus, cadence, key milestones and H2 ‘waves’ as we defined in the Croc meeting.Stay on our game / don’t risk confusing the market with ‘stop-gap’ measuresGain maximum distance and cause trouble for IBM by ‘launching’ April 1 - be where IBM will be first and target their customers with our air cover

Momentum Marketing Momentum Marketing Presentation Transcript

  • 1Wave Marketing Group © 2013 | All Rights Reserved www.gowavemarketing.com Momentum Marketing AmCham Shanghai September 2013
  • 2Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing B2B Marketing Is Launch & Event Driven Sales Kick-offs Sales Programs Product & Solution Launches Industry Events Campaigns of marketing is driven by launches and events… should it be?
  • 3Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Seeking Momentum Launches seek to create momentum. Momentum creates excitement, builds confidences, and reinforces success. Seek It. Built It. Extend it. Momentum Marketing is about maximizing the impact
  • 4Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Momentum Is Not “The One And Done” Reloading the human cannon ball is hard.
  • 5Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Think Waves SECOND WIND TIMING A WAVE MAXIMIZE IT, GAIN SPEED WHEN YOU CAN
  • 6Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Think Waves – Don’t Fight It, Ride It Ride The Opportunities / Don’t Fight The Market
  • 7Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Traditional We Called Them Campaigns Typically • Limited In scope, often Lead Generation focused • Stand-alone, not viewed across marketing • Different Leaders, Objectives, and often different campaigns pursue the same target
  • 8Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Modeling Momentum – Where & Why Introduction Growth Maturity Decline Classic Customer FunnelClassic Product Lifecycle Finding momentum in the customer buying process: product lifecycles and customer funnels, or market timing. Awareness Interest Belief ReinforcementAcquisition Classic Marketing Calendar
  • 9Wave Marketing Group © 2013 | All Rights Reserved GrowDevelopment Launch Establish (Market Position) Mature Extend Classic Product Lifecycle Expected Revenue Ramp (the hockey stick) Finding Momentum: The product lifecycle and revenue ramp
  • 10Wave Marketing Group © 2013 | All Rights Reserved Optimizing Momentum: revenue gaps Revenues Improve sales ramp Actual Revenues New customer acquisition Increase sales close rate Increase share of wallet Launch follow-through Time Expected Revenue Ramp Focus only on things that make an impact
  • 11Wave Marketing Group © 2013 | All Rights Reserved Optimizing Momentum: cost gaps Revenues Time Expected Revenue Ramp Actual Costs Target Marketing Costs Marketing Collateral Production Demand Generation Agency Costs Marketing Systems Costs Focus only on things that make an impact
  • 12Wave Marketing Group © 2013 | All Rights Reserved GrowDevelopment Launch Establish (Market Position) Mature Extend Stop The One & Done – Build Momentum Multiple Waves Maximize Timing Example Tool: Marketing & Market Timing
  • 13Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing VS. External - Buyer Glide Path (Market, Seasonal & Personal Calendar Driven) • My Industry (industry events, launches) • My Corporate (other initiatives, budget timing) • My Personal Habitat (Christmas, Europe Holidays) Finding Momentum: Market Timing Internal – NPI Schedule (Product Development Driven) • Beta Release Cycles • Customer Commitments & Revenue Recognition August 29 – September 4 2013
  • 14Wave Marketing Group © 2013 | All Rights Reserved Targeted Marketing And Launches Drive Opportunities Sales And Customer Success Reinforces Value Proposition Driving Additional Opportunities Classic Customer Funnel Awareness Interest Belief Acquisition Reforce Finding Momentum: The customer funnel
  • 15Wave Marketing Group © 2013 | All Rights Reserved Poor Marketing–Sales Hand-off Too Much Focus On “Filling” The Funnel Sales Cycle Is Too Long Too Many Prospects Drop Out Awareness Interest Belief Acquisition Reforce Optimizing Momentum: Marketing and sales gaps Actual Funnel Poor Intelligence To Adapt & Thrive
  • 16Wave Marketing Group © 2013 | All Rights Reserved Example: Focus on The Big Impact Tools, Processes & Programs Awareness Interest Belief Acquisition Reinforcement Educate Prove Confirm Extend & Build Loyalty • White Papers • Business Value Modeling Tools • Sales Presentations • Brochures / Flyers / Business Value Profiles • Webinar Series • Case Studies • Business Case Presentation / Cost Justification Proposal • Demonstrations • Proof of Concept • Proposal Text • Statement of Work Document • Solution Performance Measurement • Voice of the Customer (VoC) Interviews • Case Study Development • Launch “Celebration”/ Recognition Initiate • Campaign Sites • Email / Leadgen Sites • Online Interactive Tools • Animations • Press Releases • Journal Articles • SEO, Print / Banner Advertising • Direct Marketing Campaigns Announcements Digital Presence Advertising Thought Leadership Sales Enablement Develop Prepare • Marketing Requirements Documents • Messaging & Positioning Documents • Marketing Plans & Calendars • PR/ Media Briefing Plans Messaging & Positioning Launch Plans Account Specific Validation & References Make It Easy
  • 17Wave Marketing Group © 2013 | All Rights Reserved Reality: a sampling of multiple customer funnels Marketing Funnel Social FunnelSales Funnel Marketing “Prep” Broader Awareness Nurture
  • 18Wave Marketing Group © 2013 | All Rights Reserved Combined Customer Funnel: Combined Marketing, Sales & Social Media Awareness Interest Belief Acquisition Reinforcement Process Driven MarketAnalysis& ProductOffering Messaging&Positioning CampaignPlanning AssetCreation Launch Awareness Interest Listen Engage GainTrust Name Engaged Prospect Lead Opportunity Close Customer Advocacy & Influence Support, Automate Monitor Moderate Recognize, Reward Loyalty Social Network Hand-Off Marketing & Sales Hand-Off Strategy & Creative Driven Develop Sales Nurturing Process (i.e. SFA) Marketing Database Social Media Driven Sales Funnel Driven
  • 19Wave Marketing Group © 2013 | All Rights Reserved Your 2014 Priorities Sales Kick-offs Launches Industry Events Customer Wins Campaigns Sales Programs Approaches To Gaining Momentum Approach and framework: • Find Momentum • Focus Resources • Achieves Breakthrough
  • 20Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Momentum Marketing Approach • Get equipped A framework, a plan, a set of tools • Focus resources • Find your timing • Gain breakthroughs • Measure, manage, improve
  • 21Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Traditional View Functional Organization • Marketing Strategy (planning, organization core competence) • Messaging, Positioning and Value Proposition • Branding, Corporate Image (including investor relations) • Awareness (PR, AR, Events) • Engagement (web and social media) • Demand Generation (lead gen, db marketing, SFA enablement) • Sales Enablement • Partner Marketing • Customer Support/ Loyalty Marketing Mix Mapping  Increased Market Awareness Mapping Objectives To Resources  Improve Lead Quality  Offering Defined Objectives Resources  Compelling Value Proposition  Competitive Differentiation  Primed Sales and Partner Organi zations  Larger Deal Sizes  Shorter Sales Cycles  More Productive Sales Reps  LeadGen Develop ment  Sales Tool Develop ment  Sales Training  Launch Planning  Customer , Partner and Industry Validation  “Big Idea” Message Develop ment  Positioning and Messaging Develop ment  Value Proposi tion Develop ment  Business Case Planning
  • 22Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Simplify, Content & Integrate Momentum-Based Marketing Mix Offering & Value Proposition Differentiated Messaging & Positioning Ideas & Communities Insights, Provocative, Loyalty (Outside –Out) Market Entry, Launch & Wave Driven Market Impact, Market breakthrough (Inside – Out) Buying & Selling Enablement Combine offering lifecycle, customer funnel and buying timing
  • 23Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Simplify, Connect & Integrate – 5 Pillars: Marketing Mix Foundation Marketing Mix Strategy, Plan & Dashboard Positioning & Messaging Selling & Buying Enablement Ideas & Communities Market Momentum Messaging Framework Sales Enablement Plan Customer Collateral & Programs Campaigns & Launches Plan Content Marketing Plan Social Media Plan Define 1. 2. Enable 3. Excite Engage 4. 5.Manage Web & Content Marketing Plan
  • 24Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Dashboard – Running your mix, driving momentum Contact Wave Marketing Group For A Copy greg@gowavemarketing.com
  • 25Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Kick Start Your 2014 Initiatives Wave Marketing Offerings Marketing Assessments Messaging & Positioning – including portfolio definition and Infographics Selling & Buying Enablement Creative Services Campaigns Marketing Training & Tools Wave Marketing Methods Outside Insight – research, validation and justification. Combine both internal with external viewpoints Big Idea Discovery – compelling and unique big idea messaging Breakthrough Creative – unique experience and interactive Marketing Mix Framework, Marketing Skill Development WMG Tools Free For You: Messaging & Positioning Framework, Workshop Templates Momentum Marketing Approach Marketing Mix & Dashboard Launch & Campaign Plan Customer & Sales Engagement Plan - Including customer collateral and sales tools Content Marketing / Social Media Plan
  • 26Wave Marketing Group © 2013 | All Rights Reserved Builds momentum.