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Presentation in the partner track - How to build your marketing system

Presentation in the partner track - How to build your marketing system

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21st century marketing machine seminar sugar con 2011 Presentation Transcript

  • 1. Building  a  Marke.ng  Machine     for  the  21st  Century  
  • 2. Agenda   •  Introduc.ons   •  Marke.ng  Today   •  The  Perfect  System   •  Building  your  founda.on   •  Content   •  Marke.ng  types  and  programs   •  The  flywheel   •  Managing  it  all  
  • 3. Who  is  this  Dan  Kraus  guy?   •  25  year  sales  &  marke.ng  veteran     –  9+  years  with  Great  Plains  SoLware  (‘89-­‐’98)   –  6+  years  with  SAP  (‘03-­‐’09)   –  Allaire   –  Macromedia   –  Infinium  SoLware   –  ADP,  Con.nental  Cable  (Comcast)   •  Founded  3  companies   •  UMASS  Amherst,  Marke.ng  
  • 4. Leading  Results  Overview   •  Marke.ng  services  firm  –  coaching  and  consul.ng     »  1:1  Coaching,  Group  Coaching   »  Frac.onal  VP  of  Marke.ng   »  Social  Media  Coaching  and  Learning   »  Referral  Marke.ng  Coaching  and  Classes   •  Authorized  Duct  Tape  Marke.ng  coaches   •  Offices  in  Boston  and  Philadelphia   •  Clients  throughout  North  America   •  We  help  our  clients  stop  was.ng  money  on  marke.ng  that   does  not  create  results  
  • 5. Leading  Results  Core  Marke.ng  Mantra   •  Dont  talk  about  the  products  you  sell;  talk  about  the   problems  you  solve.       •  Then  talk  about  the  remarkably  different  way  that  I   will  experience  working  with  you  as  you  solve  those   problems.     •  Be  sure  you  tell  me  what  I  get;  NOT  what  you  do.     Because  I  dont  have  .me  to  figure  out  if  what  I  need   is  what  you  do.    
  • 6. “IF  YOU  DON’T  LIKE  CHANGE,  YOU’RE  GOING  TO  LIKE  IRRELEVANCE  EVEN  LESS.”        -­‐  GEN.  ERIC  SHINSEKI    
  • 7. 77! 7 SEVEN! VII SOURCE: edward boches, chief creative officer, chief social media officer at Mullen
  • 8. customers want more participation and even control
  • 9. relationships with media are more complex than ever
  • 10. we want to do business with a person
  • 11. expectations are higher
  • 12. there’s no such thing as perfect
  • 13. attention is the new scarcity
  • 14. the MP3 is good enough
  • 15. What  this  means…   Interrup.on  doesn’t  work  anymore;      -­‐  I  want  to  find  you  when  I  need  you    -­‐  I  want  you  to  work  my  way    -­‐  I  will  always  have  other  op.ons  
  • 16. Marke.ng  has  fundamentally    changed!   From:  Outbound   To:  Inbound   (ProspecIng,  HunIng,  InterrupIng)   (ALracIng,  EducaIng,    “GeNng  Found”)   Print  Ads   Blogs,  e-­‐books,    white  papers   Radio  Ads   Podcasts   Television  Ads   Videos   Tradeshows   Webinars   Cold  Calling   Search  Engine  Op.miza.on   E-­‐mail  Blasts   RSS,  Feeds  
  • 17. Defini.on  of  Marke.ng  Know   Like   Trust   TRY   Buy   Repeat   Refer  
  • 18. Marke.ng  isn’t  hard,  but  it  is  complicated  
  • 19. Marke.ng  is  a  System   1.   Strategy  before  tac.cs   2.   Fill  your  marke.ng  hourglass   3.   Publish  educa.onal  content   4.   Create  a  total  web  presence     5.   Use  a  lead  genera.on  trio   6.   Make  selling  a  system  too   7.   Live  by  the  calendar  
  • 20. The Perfect Prospects  Can  Find   You   Lead Happy  customers   Valuable  content  Generation and  partners  refer   new  prospects   drives  interac.on   System Exis.ng  customer   Engagement  with   marke.ng  drive   prospects   repeat  purchases   Some  Nurture   Some  Prospects   Prospects  Buy   Buy   Nurture  Programs   for  those  who   don’t   Founda.on  
  • 21. Digital  Flywheel   Prospects  Can  Find   You   Blog   Happy  customers   Valuable  content   and  partners  refer   drives  interac.on   new  prospects   Facebook   LinkedIN   Fan  Page   Exis.ng  customer   marke.ng  drive   Web   Engagement  with   repeat  purchases   PR   Site   prospects   2-­‐Step   Mktg   Some  Nurture   Some  Prospects   Prospects  BOutbound     uy   Twiper   Buy   Nurture  Programs   for  those  who   don’t  
  • 22. Strategy  before  tac.cs    (founda.on)   •  Define your Marketing Purpose •  Narrow your focus •  Differentiate and dominate
  • 23. Define  your  Marke.ng  Purpose  
  • 24. Marke.ng  Purpose     •  Not  about  what  you  do  –  Its  why  you  do  it   »  Beyond  making  money   •  Ques.ons  to  Answer:   »  What  value  do  we  always  deliver   »  What  advice  would  you  give  to  someone  looking   to  buy  what  you  sell?   »  How  do  you  want  your  customers  to  describe  you,   your  company,  your  service?  
  • 25. Narrow  your  focus  
  • 26. What  is  ideal?   •   Values you •  Profitable •  Refers
  • 27. Ideal  customer   •  Demographics •  Psychographics •  Geographics •  Behavior
  • 28. Differen.ate  and  Dominate  
  • 29. Aprac.on  through  Differen.a.on   •  To  a  prospec.ve  customer,  it  is  not:   »  Great  service   •  They  haven’t  worked  with  you  yet   »  Length  of  .me  in  business   •  But  it  might  be  similar  customers  you’ve  served  over  all   those  years   »  How  well  trained  your  staff  is   •  Cer.fica.ons  &  training  are  the  entry  .cket  
  • 30. What  people  really  buy?   •  Your unique product/service •  Your unique process •  Your unique experience •  Your unique people •  Your unique guarantee •  Your unique packaging/delivery …..Against a problem Its not about the products you sell, its about the problems you solve!
  • 31. How  do  you  differen.ate  ?   Yes Not
  • 32. Ask  Your  Ideal  Customers…   •  What  made  you  decide  to  hire  us?   •  What  was  the  biggest  problem  we  solved?   •  What  that  we  do  is  of  the  most  value?     •  What’s  one  thing  we  do  beper?   •  What  could  we  do  beper?   •  What  would  you  Google?   •  Would  you  refer  us  (and  what  do  you  say)?    ….What  themes  emerge?  
  • 33. Goal  –  A  new  way  to  talk   about  yourself  to  your   ideal  client  •  Talking  Logo  –  What  you   do  for  a  living  •  How  you  do  that  •  Tag  lines  with  meaning  
  • 34. Sample  Talking  Logos   The  TL  is  the  answer  to  the  ques.on..  What  do  you  do?    A  good   TL  invites  the  response  of  “how  do  you  do  that”  or  tell  me   more…   •  Architect  –  We  help  contractors  get  paid  faster   •  Business  Coach  –  We  make  entrepreneurs  more  confident   •  Career  Consultant  –  I  help  break  people  out  of  jail   •  Cookie  Maker  –  We  bake  nostalgia   •  Landscaper  –  Specialize  in  the  dirty  work  around  the  home   and  office  
  • 35. Differen.ate  –  SoLware  Selec.on  Firm   •  What  you  do  for  a  living        “We  help  eliminate  buyer’s  remorse”   •   Complimentary  statement        “Precise  Advice,  at  the  Precise  Moment”   •   Posi.oning  goal/statement        To  be  recognized  as  a  leading  selec.on  bou.que          and  analysis  firm   •   Core  marke.ng  message  (Tag  Line)        “Leveling  the  playing  field”  
  • 36. The  founda.on  is  built...   •  You  know  why  you  are  in  business   •  You  have  a  difference  you  can  talk  about  that   mapers  to  your  ideal  customer   •  You  understand  the  problems  you  solve  for   your  ideal  customers   •  You  care  about  repeat  customers  
  • 37. Now  to  build  the  system…   Prospects  Can  Find   You   Happy  customers   Valuable  content   and  partners  refer   drives  interac.on   new  prospects   Exis.ng  customer   Engagement  with   marke.ng  drive   prospects   repeat  purchases   Some  Nurture   Some  Prospects   Prospects  Buy   Buy   Nurture  Programs   for  those  who   don’t  
  • 38. Defini.ons  for  Lead  Genera.on   •  Net  New  Prospects   »  Outreach  to  a  prospect  you  have  never  had  a  “conversa.on”   with     •  Nurture  Marke.ng   »  Regular  outreach  to  prospects  you  have  had  a  “conversa.on”   with   •  Current  Customer   »  Outreach  to  customers  who  have  spent  money  with  you  before   •  Referral  Marke.ng   »  Gewng  a  name  and  introduc.on  (implied  or  real)  from  another   that  has  a  trusted  rela.onship  with  both  par.es   •  PR  &  Community   »  Press  or  speaking  ac.vi.es  that  get  your  name  in  the  public   domain  
  • 39. Marke.ng  Hourglass   Know   Like   Trust   Try   Buy   Repeat   Refer  
  • 40. Marke.ng  Hourglass  &  Program  Types   Know   Net  New   Like   Nurture   Trust   Try   PR  &  Community   Buy   Repeat   Current  Customer   Refer   Referral  
  • 41. Marke.ng  Hourglass  &  Program  Types   Know   Net  New   Like   Nurture   Trust   Try   PR  &  Community   Buy   Repeat   Current  Customer   Refer   Referral  
  • 42. Trial   Know   Net  New   Like   Nurture   Trust   Try   Try   PR  &  Community   Buy   Repeat   Current  Customer   Refer   Referral  
  • 43. The  product/service  mix  strategy   •  What  is  your  free  or  trial  offering?   »  It  is  going  to  happen  (like  it  or  not)   »  Be  prepared   »  Think  services,  not  products   »  CE  is  a  built  in  trial  (if  you  wan  to  go  there)  
  • 44. Step  1  –  Helping  prospects  find  you   •  Net  new  lead  genera.on   •  Gewng  found  via  search   •  Referral  Marke.ng  with  Partners  
  • 45. Net  New  Lead  Genera.on   •  Fills  the  gaps  in  your  plan  (plan  this  LAST)   •  Narrowly  targeted   •  2-­‐step  –  direct  response   •  Measurable   •  Two  Goals:   »  Uncover  ac.ve  opportuni.es  that  value  your   remarkable  difference   »  Generate  contact  and  permission  for  nurture   marke.ng  to  enter  into  your  system  
  • 46. Net  New  Program  Examples   •  Tele-­‐  Discovery   •  PR   •  Public  Speaking  to  groups   •  Public  Wri.ng  –  Blogs,  Ar.cles   •  Invites  in  support  of  Nurture  Programs  (you   already  will  be  doing)   •  Ac.ve  Referral  Development  (more  on  this   tomorrow)  
  • 47. Getting Found = Valued Content•  You need marketing materials that Educate•  The problems you solve, packaged for consumption
  • 48. Content that builds trust•  Reviews•  Testimonials•  Personality•  Social media•  SEO oriented
  • 49. Content that educates•  White papers•  Webinars•  FAQs•  Success stories•  About You
  • 50. Marke.ng  Kit/Company  Face   •  Case  Statement  –  problem   •  Marke.ng  Story  of  how/ client  has;  picture  of  what   why  you  started  the   life  is  like  with  problem   business  (your  backstory)   solved;  how  they  got  here  in   •  Product/Service  offerings   the  first  place;  path  to   •  Case  Studies   follow;  call  to  ac.on  for   contact  -­‐  DU   •  Tes.monials   •  FAQ   •  Core  Difference   •  Ideal  Client  Descrip.on   •  Client  List   •  Processes  &  Checklists  that   you  use  with  your  clients     •  Ar.cles  you  have  wripen  
  • 51. Blogging   •  Add  Depth  to  Your  Web  Site   •  Display  Personality   •  Feeds  the  Spiders   •  Thought  Leadership  Plaxorm  
  • 52. If you thinks its all about content…
  • 53. Content  Sources   StaIc  Content  (eg  Marke.ng  Kit,  Website)   •  Interview  your  customers,  staff,  partners,  vendors   Dynamic  Content  (blog,  webinars,  newslepers)   •  You  have  to  read  (or  hire  someone  to)   •  Google  Reader  (RSS  Feeds)  to  follow  blogs   •  Google  Alerts  for  updates   •  Your  sales  and  your  support  staffs  –  Q’s  being  asked   •  Partner’s  content  
  • 54. New  Content  Crea.on   •  Share  the  burden   •  Hire  a  writer   •  Create  Standard  Copy  Blocks   »  For  profiles  &  lis.ngs   »  For  proposals/RFPs   »  For  PR  ac.vi.es   •  Establish  a  da.ng/expira.on  schema  
  • 55. Reduce,  Reuse,  Recycle   Create  Once  –  Use  Many   •  Sales  ques.on  becomes  a  blog  post   •  Blog  post  expanded  to  white  paper   •  White  paper  content  repackaged  as  a  seminar   •  Seminar  recorded  and  placed  on  website   •  Shortened  seminar  placed  on  YouTube   •  Slides  from  Seminar  placed  on  Slideshare    1  core  topic,  used  at  least  6  8mes  
  • 56. Outbound  –  Amplifica.on  &  Automa.on  Blog Post -> Social Media XXTopic  blog  post   Blog  Post  X  Posted   XXTopic  ar.cle  in  newsleper   Tweet  linking  to  blog  post   Eventually blog post becomes a newsletter article. Newsletters go onto your facebook page. Tweets  also  go  to  FB,  LinkedIN   Automa.cally  
  • 57. Next  -­‐  Nurture  Marke.ng   •  You’ve  been  found   •  You’ve  educated   •  Some  have  bought   ….  What  do  we  do  with  the  ones  that  didn’t?  
  • 58. What  is  Nurture  Marke.ng?   •  Nurture  Marke.ng  is  the  process  of   con.nually  engaging  a  prospect  with  offers   based  on  your  unique  value,  and  invi.ng  them   to  respond  for  deeper  engagement  
  • 59. Why  Nurture  Marke.ng  is  So  Important   Know   • Who  and  how   • Ads   • Referrals   Like   • Web  site/blog   • Recep.on   • Newsleper   Trust   • Search   • Expert  content   • Sales  presenta.on   Try   • Webinar   • Evalua.on   • Nurturing   Buy   • Service  team   • New  customer  kit   • Finance/delivery   Repeat   • Post  project  survey   • Cross  selling   • Quarterly  events   Refer   • Results  reviews   • Partner  intros   • Peer2peer  events   ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  • 60. Take  a  Thema.c  Approach   •  Value  based   »  Content  that  educates   »  Content  that  builds  trust   •  Creates  engagement  opportunity   •  Themes:   »  Not  about  your  product  or  service     »  What  problem  does  your  customer  have  that  you   solve?   »  Broad  enough  for  sub-­‐topics  
  • 61. Your  Themes   •  Revolve  around  a  problem  (or  opportunity)  your  customer  has   and  wants  to  solve:   »  Cash  Flow;  xSell/UpSell;  Marke.ng  Automa.on;  Beper  customer   rela.onships   A.  Then  answer  how  your  product/service  solves  the  problem   B.  Understand  the  compe..ve  or  alterna.ve  offerings   C.  Understand  what  will  happen  to  them  (results,  effects,  lost   opportunity)  if  they  don’t  take  any  ac.on.   The  answers  to  A,  B,  and  C  will  help  you  build  your  ac.vi.es.  
  • 62. Consistency  Counts   How  oLen?   •  Once  a  month  (average)  BUT   Vary  the  approach  
  • 63. Varied  Tac.cs  and  Delivery   Core  Tac.cs   •  Newslepers   •  Conversa.ons  (phone  &  F2F)   •  Webinars     •  1:1  Value  Offers    
  • 64. Sample  Newsleper  TOC   •  One  or  two  main  ar.cles   •  Some  quick  .ps  related  to  your  theme   •  Other  sources  of  informa.on   •  Quick  success,  tes.monial  or  quote   •  Item  of  interest  
  • 65. Other  Passive  Nurture  Tac.cs   •  Educa.onal  email  series     •  Value  Content  Offers   •  Tes.monial  Stories    &  Videos   •  Reviews    
  • 66. Example  Webinar  Agenda   •  Introduc.on   •  Problem  Statement     •  Things  to  consider  in  the  solu.on   •  Presenta.on  of  your  solu.on   •  Demonstra.on  (as  appropriate)   •  Summary  of  info  presented   •  Call  to  Ac.on   •  Q  &A  and  contact  info  
  • 67. Other  1:Many  Tac.cs   •  Group  Entertainment   •  In  Person  Seminars   •  Twiper   •  Blogging   •  Slideshare           •  YouTube  (educa.onal)    
  • 68. 1:1  Offers   •  Audits     •  Evalua.ons   •  Quotes   •  Custom  reports  or  analysis     •  Market  Comparison  
  • 69. ExisIng  Customers  –  buy  again  &  refer   •  Create  customer  delight   •  Systema.cally  gather  and  track  informa.on   •  Communicate  regularly   •  Treat  customers  as  good  or  beper  than   prospects   •  Follow-­‐up  
  • 70. Referrals   •  Be  more  referable   •  Industry  Partners     •  Customers   •  Be  predictable  and  systema.c   •  Share  the  burden   •  Follow-­‐up              …Session  tomorrow  just  on  referral  
  • 71. Get  the  flywheel  going…   Prospects  Can  Find   You   Blog   Happy  customers   Valuable  content   and  partners  refer   drives  interac.on   new  prospects   Facebook   LinkedIN   Fan  Page   Exis.ng  customer   marke.ng  drive   Web   Engagement  with   repeat  purchases   PR   Site   prospects   2-­‐Step   Ads   Some  Nurture   Some  Prospects   Prospects  BOutbound     uy   Twiper   Buy   Nurture  Programs   for  those  who   don’t  
  • 72. General  Web  Stats   •  80%  of  all  Internet  users  go  immediately  to  a  search  engine  when  online.     •  30-­‐40%  of  users  click  on  the  first  organic  lis.ng.     •  62%  of  search  users  click  a  link  on  the  first  page  of  search  engine  results.   •  70%  of  searches  are  LONG  TAIL    (very  relevant,  not  high  traffic)   •  Years  to  reach  50  millions  users:  Radio,  38  years;  TV,  13  years;  Internet,  4   years;  iPod,  3  years.  Facebook  added  100  million  users  in  less  than  nine   months;  iPhone  applica.ons  hit  1  billion  in  nine  months.       •  77%  of  search  users  choose  organic  over  paid  lis.ngs  when  searching,  67%   choose  organic  search  when  purchasing.     •  If  Facebook  were  a  country,  it  would  be  the  worlds  fourth  largest,   between  the  United  States  and  Indonesia.  (600m  users)   •  The  fastest  growing  segment  on  Facebook  is  55-­‐  to  65-­‐year-­‐old  females.     •  LinkedIN  -­‐100m  members  (I’m  number  191342)   •  Twiper  –  165m  accounts    +/-­‐  
  • 73. Why  bother  with  Social  Media?   Website   3 Connections Social   Media   Site   Blog   Social   Media   Website   Site   Social   Media   Site   18 Connections Reviews  
  • 74. Get  Found  
  • 75. Establish  Credibility  
  • 76. DO  FIRST:  Create  a  listening  post     Customer  experience   Brand  men.ons   Compe..on   Accuracy   Media  monitor   Content  
  • 77. Op.mize  YOUR  brand  assets   •  Images,  audio,  video   •  Social  profiles   •  Local  search   •  Social  search   •  Online  PR  
  • 78. Pick  your  key  sites  
  • 79. Gewng  Started  Socially   Come  to  my  session  tomorrow…  or   1.  Create  a  profile  on  all  sites   2.  Pick  one  a  month  to  get  good  at   3.  Integrate  your  feeds  between  them   4.  Talk  about  what  your  ideal  customer  cares   about   5.  Do  it  consistently  
  • 80.  Video  -­‐  Bigger  Than  You  Think   •  The  average  U.S.  Internet  user  watches  186  videos  per  month  (May   2010)   •  More  video  is  uploaded  to  YouTube  in  60  days  than  all  TV  networks   created  in  the  past  60  years   »  30  hours  of  new  video  every  minute   •  E-­‐commerce  sites  that  use  videos  sell  up  to  45%  more   •  19%  of  small  business  adver.sers  already  use  online  video  –  up   from  8%  last  year.   •  Forrester:  50x  more  likely  to  be  on  1st  page  of  Google’s  search   results  with  video  
  • 81. Video  is  moving  to  the  web  –  and  to  new  devices   •  Web  video  is  already   responsible  for  32%  of  Internet   traffic,  growing  to  54%  in  2014.   60+%  annual  growth   •  Web-­‐based  video  is  now   spreading  from  the  browser  to   the  TV  screen  and  mobile   devices   •  Companies  have  to  be  there  to   reach  their  audience   Statistics source: Cisco
  • 82. How  relevant  is  Video  SEO?   •  About  30-­‐40%  of  video  views  are  the  result  of   search  queries  (including  Youtube  search).   •  Another  30%  are  the  result  of  social  sharing   on  Facebook,  Twiper,  blogs,  etc.   •  The  rest  gets  discovered  right  on  a  website  or   a  video  plaxorm  (“stumbled  on”).    Caveat:  Numbers  about  this  topics  vary  wildly.    
  • 83. Manage  the  Beast   Again…  Marke.ng  isn’t  hard,  but  it  is   complicated  
  • 84. #1  Fill  the  Marke.ng  Hourglass   Know   • Ar.cles  you  have  wripen  or  find  valuable   • Paid  Marke.ng  (2  step)   • Referrals   Like   • Web  site  &  Social  Media   • Response/recep.on/voicemail   • Newsleper   Trust   • Marke.ng  kit   • Value  added  content   • Tes.monials  &  Videos   Try   • Services   • Detailed  Evalua.on   • “Small”  Products   Buy   • Service  team   • New  customer  kit   • Finance/delivery   Repeat   • Post  project  survey   • Cross  selling   • Quarterly  events   Refer   • Results  reviews   • Joint  marke.ng  introduc.ons   • Peer2peer  events   ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  • 85. #2  –  What  are  You  Talking  About?   •  What  problems  do  you  solve?   •  What  do  you  do  REMARKABLY  well?   •  What  do  your  customers  and  prospects  really   care  about?   Set up 4 or 5 Themes
  • 86. #3  –  Create  Time  &  Space   •  You  have  to  create  .me/ resources  for  marke.ng   »  Block  an  hour  a  day   »  Hire  someone   »  Recognize  you  can’t  do   everything  at  once  and  set   goals   »  Ac.on  begets  ac.vity  
  • 87. #4  -­‐  Use  a  calendar  
  • 88. Live  by  the  Calendar   •  Quarterly  or  Monthly  themes   •  Weekly  ac.ons  &  Deadlines   •  Daily  appointments  
  • 89. Summary   •  Build  a  strong  founda.on   »  Core  messaging,  ideal  customer,  why  you  are  in   business   •  Content  is  KING   •  Know-­‐Like-­‐Trust-­‐Try-­‐Buy-­‐Repeat-­‐Refer   »  It  is  a  process  –  a  BUYING  process   •  Social  Media  is  a  amplfier/flywheel   •  You  need  a  system  to  manage  it  consistently  
  • 90. Result   Ultimately, an effective marketing system eliminates the need to compete on price. Offer  #1   Complete  the  evalua.on,   get  the  slides  
  • 91. Offer  #2   •  Marke.ng  Hour  Glass  Audit   »  You  complete  our  ques.onnaire   »  We  spend  an  hour  or  so  with  you  to   review  your  marke.ng  against  the   Marke.ng  Hour  Glass   »  We’ll  provide  you  with  a  blank  copy  of   this  calendar  template   Check  the  box  for  the  free  45  minute  business   evalua.on  
  • 92. We help small businesses stop wasting money on marketing Thank  You  &  QuesIons   Please  take  a  moment  to  complete  the  post   presenta.on  eval  that  you  will  receive  shortly   Contact UsWeb: www.leadingresults.comEmail: info@LeadingResults.comPhone: 888-717-1715Twitter: @LeadingResults ; @LauraBLorenzFaceBook: facebook.com/leadingresults