Your SlideShare is downloading. ×
Building a Marketing Machine for the21st CenturyDan KrausLeading Results
“IF YOU DON’T LIKECHANGE, YOU’REGOING TO LIKEIRRELEVANCE EVENLESS.”   - GEN. ERIC SHINSEKI
Leading Results Overview•  Instructors for the Sage Marketing Academy•  Marketing services firm – coaching and consulting ...
77!            7                                                                                    SEVEN!                ...
customers want more participation and even control
relationships with media are more complex than ever
we want to do business with a person
expectations are higher
there’s no such thing as perfect
attention is the new scarcity
the MP3 is good enough
What this means…   Interruption doesn’t work anymore;         - I want to find you when I need you         - I want you to...
Business Development has   fundamentally changed!      From:Outbound                           To: Inbound (Prospecting, H...
Marketing isn’t hard, but it is complicated
Marketing is a System 1.    Strategy before tactics 2.    Fill your marketing hourglass 3.    Publish educational content ...
The Perfect                              Prospects Can                                            Find You   Lead         ...
Digital Flywheel                                      Prospects Can                                         Find You      ...
Strategy before tactics(foundation)  •  Define your Marketing Purpose  •  Narrow your focus  •  Differentiate and dominate
Narrow your focus to your IdealCustomer
What is ideal? •  Values you •  Profitable •  Refers
Ideal customer •    Demographics •    Psychographics •    Geographics •    Behavior
Differentiate and Dominate
Attraction through Differentiation•  To a prospective customer, it is not:  –  Great service     •  They haven’t worked wi...
What people really buy? •  Your unique product/service •  Your unique process •  Your unique experience •  Your unique peo...
Ask Your Ideal Customers… •  What made you decide to hire us? •  What was the biggest problem we solved? •  What that we d...
The foundation is built... •  You know why you are in business •  You have a difference you can talk about    that matters...
Now to build the system…                                     Prospects Can                                        Find You...
Marketing Hourglass         Know          Like         Trust          Try          Buy        Repeat         Refer
Marketing Hourglass & ProgramTypes         Know               Net New          Like                            Nurture    ...
Marketing Hourglass & ProgramTypes         Know               Net New          Like                            Nurture    ...
Trial        Know            Net New         Like                        Nurture        Trust         Try     Try     PR &...
The product/service mix strategy •  What is your free or trial offering?   –  It is going to happen (like it or not)   –  ...
Step 1 – Helping prospects find you•  Getting found via search  –  Requires Content•  Referral Marketing with Partners  – ...
Getting Found = Valued Content•  You need marketing materials that Educate•  The problems you solve, packaged for   consum...
Content that builds trust•  Reviews•  Testimonials•  Personality•  Social media•  SEO oriented
Content that educates•  White papers•  Webinars•  FAQs•  Success stories•  About You
Blogging •    Add Depth to Your Web Site •    Display Personality •    Feeds the Spiders •    Thought Leadership Platform
You HAVE Content…Reduce, Reuse, RecycleCreate Once – Use Many•  Sales question becomes a blog post•  Blog post expanded to...
Net New Lead Generation •  Fills the gaps in your plan      (plan this LAST) •    Narrowly targeted •    2-step – direct r...
Next - Nurture Marketing  •  You’ve been found  •  You’ve educated  •  Some have bought    …. What do we do with the ones ...
What is Nurture Marketing?•  Nurture Marketing is the process of   continually engaging a prospect with offers   based on ...
Why	  Nurture	  Marke-ng	  is	  So	  Important	              Know                          • Who and how                  ...
Take a Thematic Approach•  Value based  –  Content that educates  –  Content that builds trust•  Creates engagement opport...
Consistency CountsHow often?•  Once a month (average) BUT  Vary the approach
Varied Tactics and DeliveryCore Tactics•  Newsletters•  Conversations (phone & F2F)•  Webinars•  1:1 Value Offers
Existing Customers – buy again &refer •  Create customer delight •  Systematically gather and track information •  Communi...
Referrals •    Be more referable •    Industry Partners •    Customers •    Be predictable and systematic •    Share the b...
Get the flywheel going…                                     Prospects Can                                        Find You ...
Why bother with Social Media?                           Website                    3 Connections                          ...
Get Found•    Google Places Listing•    Local Merchant Listings•    Review Sites•    Association Sites•    Chamber Lists• ...
Establish Credibility•    LinkedIN Recommendation•    Q & A Sites•    Follow and reply to twitter inquiries•    YouTube “H...
MANAGING THE BEAST
#1 Fill the Marketing Hourglass            Know                    • Articles you have written or find valuable           ...
#2 – What are You Talking About?•  What problems do you solve?•  What do you do REMARKABLY well?•  What do your customers ...
#3 – Create Time & Space•  You have to create time/   resources for marketing  –  Block an hour a day  –  Hire someone  – ...
#4 - Use and Live by a Calendar
Live by the Calendar •  Quarterly or Monthly themes •  Weekly actions & Deadlines •  Daily appointments
We help small businesses stop wasting money on marketing
Summary•  Build a strong foundation  –  Core messaging, ideal customer, why you are in     business•  Content is KING•  Kn...
Result  Ultimately, an effective marketing  system eliminates the need to  compete on price.         Offer #1     Complete...
Offer #2•  Marketing Hour Glass Audit   –  You complete our questionnaire   –  We spend an hour or so with you to      rev...
We help small businesses stop wasting money on marketing                   Thank You      Please take a moment to complete...
Upcoming SlideShare
Loading in...5
×

Marketing machine for 21st century final

177

Published on

Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
177
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Marketing machine for 21st century final"

  1. 1. Building a Marketing Machine for the21st CenturyDan KrausLeading Results
  2. 2. “IF YOU DON’T LIKECHANGE, YOU’REGOING TO LIKEIRRELEVANCE EVENLESS.” - GEN. ERIC SHINSEKI
  3. 3. Leading Results Overview•  Instructors for the Sage Marketing Academy•  Marketing services firm – coaching and consulting »  1:1 Coaching, Group Coaching »  Fractional VP of Marketing »  Social Media Coaching and Learning »  Referral Marketing Coaching and Classes•  Authorized Duct Tape Marketing coaches (4)•  Clients World-Wide•  We help our clients stop wasting money on marketing that does not create results
  4. 4. 77! 7 SEVEN! VII SOURCE: edwardboches, chief creative officer, chief social media officer at Mullen
  5. 5. customers want more participation and even control
  6. 6. relationships with media are more complex than ever
  7. 7. we want to do business with a person
  8. 8. expectations are higher
  9. 9. there’s no such thing as perfect
  10. 10. attention is the new scarcity
  11. 11. the MP3 is good enough
  12. 12. What this means… Interruption 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 options
  13. 13. Business Development has fundamentally changed! From:Outbound To: Inbound (Prospecting, Hunting, Interrupting) (Attracting, Educating, “Getting Found”) Print Ads Blogs, e-books, white papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Optimization E-mail Blasts RSS, Feeds
  14. 14. Marketing isn’t hard, but it is complicated
  15. 15. Marketing is a System 1.  Strategy before tactics 2.  Fill your marketing hourglass 3.  Publish educational content 4.  Create a total web presence 5.  Use a lead generation trio 6.  Make selling a system too 7.  Live by the calendar
  16. 16. The Perfect Prospects Can Find You Lead Happy customers Valuable contentGeneration and partners refer new prospects drives interaction System Existing customer marketing drive Engagement with prospects repeat purchases Some Nurture Some Prospects Prospects Buy Buy Nurture Programs for those who don’t Foundation
  17. 17. Digital Flywheel Prospects Can Find You Blog Happy customers and partners refer Valuable content drives interaction new prospects Facebook LinkedIN Fan Page Existing customer marketing drive Web Engagement with repeat purchases PR Site prospects 2-Step Mktg Some Nurture Some Prospects Prospects Buy Outbound Twitter Buy Nurture Programs for those who don’t
  18. 18. Strategy before tactics(foundation) •  Define your Marketing Purpose •  Narrow your focus •  Differentiate and dominate
  19. 19. Narrow your focus to your IdealCustomer
  20. 20. What is ideal? •  Values you •  Profitable •  Refers
  21. 21. Ideal customer •  Demographics •  Psychographics •  Geographics •  Behavior
  22. 22. Differentiate and Dominate
  23. 23. Attraction through Differentiation•  To a prospective customer, it is not: –  Great service •  They haven’t worked with you yet –  Length of time in business •  But it might be similar customers you’ve served over all those years –  How well trained your staff is •  Certifications & training are the entry ticket
  24. 24. 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 their problems Its not about the products you sell, its about the problems you solve!
  25. 25. 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 better? •  What could we do better? •  What would you Google? •  Would you refer us (and what do you say)? ….What themes emerge?
  26. 26. The foundation is built... •  You know why you are in business •  You have a difference you can talk about that matters to your ideal customer •  You understand the problems you solve for your ideal customers •  You care about repeat customers
  27. 27. Now to build the system… Prospects Can Find You Happy customers and partners refer Valuable content drives interaction new prospects Existing customer marketing drive Engagement with prospects repeat purchases Some Nurture Some Prospects Prospects Buy Buy Nurture Programs for those who don’t
  28. 28. Marketing Hourglass Know Like Trust Try Buy Repeat Refer
  29. 29. Marketing Hourglass & ProgramTypes Know Net New Like Nurture Trust PR & Try Community Buy Current Repeat Customer Refer Referral
  30. 30. Marketing Hourglass & ProgramTypes Know Net New Like Nurture Trust PR & Try Community Buy Current Repeat Customer Refer Referral
  31. 31. Trial Know Net New Like Nurture Trust Try Try PR & Community Buy Current Repeat Customer Refer Referral
  32. 32. 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
  33. 33. Step 1 – Helping prospects find you•  Getting found via search –  Requires Content•  Referral Marketing with Partners –  Requires Effort•  Net new lead generation programs –  Requires Money
  34. 34. Getting Found = Valued Content•  You need marketing materials that Educate•  The problems you solve, packaged for consumption
  35. 35. Content that builds trust•  Reviews•  Testimonials•  Personality•  Social media•  SEO oriented
  36. 36. Content that educates•  White papers•  Webinars•  FAQs•  Success stories•  About You
  37. 37. Blogging •  Add Depth to Your Web Site •  Display Personality •  Feeds the Spiders •  Thought Leadership Platform
  38. 38. You HAVE Content…Reduce, Reuse, RecycleCreate Once – Use Many•  Sales question 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 times
  39. 39. Net New Lead Generation •  Fills the gaps in your plan (plan this LAST) •  Narrowly targeted •  2-step – direct response •  Measurable •  Two Goals: »  Uncover active opportunities that value your remarkable difference »  Generate contact and permission for nurture marketing to enter into your system
  40. 40. Next - Nurture Marketing •  You’ve been found •  You’ve educated •  Some have bought …. What do we do with the ones that didn’t?
  41. 41. What is Nurture Marketing?•  Nurture Marketing is the process of continually engaging a prospect with offers based on your unique value, and inviting them to respond for deeper engagement
  42. 42. Why  Nurture  Marke-ng  is  So  Important   Know • Who and how • Ads • Referrals Like • Web site/blog • Reception • Newsletter Trust • Search • Expert content • Sales presentation Try • Webinar • Evaluation • 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  
  43. 43. Take a Thematic Approach•  Value based –  Content that educates –  Content that builds trust•  Creates engagement opportunity•  Themes: –  Revolve around a problem (or opportunity) your customer has and wants to solve: –  Cash Flow; xSell/UpSell; Marketing Automation; Better customer relationships
  44. 44. Consistency CountsHow often?•  Once a month (average) BUT Vary the approach
  45. 45. Varied Tactics and DeliveryCore Tactics•  Newsletters•  Conversations (phone & F2F)•  Webinars•  1:1 Value Offers
  46. 46. Existing Customers – buy again &refer •  Create customer delight •  Systematically gather and track information •  Communicate regularly •  Treat customers as good or better than prospects •  Follow-up
  47. 47. Referrals •  Be more referable •  Industry Partners •  Customers •  Be predictable and systematic •  Share the burden •  Follow-up
  48. 48. Get the flywheel going… Prospects Can Find You Blog Happy customers and partners refer Valuable content drives interaction new prospects Facebook LinkedIN Fan Page Existing customer marketing drive Web Engagement with repeat purchases PR Site prospects 2-Step Ads Some Nurture Some Prospects Prospects Buy Outbound Twitter Buy Nurture Programs for those who don’t
  49. 49. Why bother with Social Media? Website 3 Connections Social Media Site Blog Social Media Website Site Social Media Site 18 Connections Reviews
  50. 50. Get Found•  Google Places Listing•  Local Merchant Listings•  Review Sites•  Association Sites•  Chamber Lists•  Guest Blogs
  51. 51. Establish Credibility•  LinkedIN Recommendation•  Q & A Sites•  Follow and reply to twitter inquiries•  YouTube “How To”•  Slideshare Presentations
  52. 52. MANAGING THE BEAST
  53. 53. #1 Fill the Marketing Hourglass Know • Articles you have written or find valuable • Paid Marketing (2 step) • Referrals Like • Web site & Social Media • Response/reception/voicemail • Newsletter Trust • Marketing kit • Value added content • Testimonials & Videos Try • Services • Detailed Evaluation • “Small” Products Buy • Service team • New customer kit • Finance/delivery Repeat • Post project survey • Cross selling • Quarterly events Refer • Results reviews • Joint marketing introductions • Peer2peer events ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  54. 54. #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
  55. 55. #3 – Create Time & Space•  You have to create time/ resources for marketing –  Block an hour a day –  Hire someone –  Recognize you can’t do everything at once and set goals –  Action begets activity
  56. 56. #4 - Use and Live by a Calendar
  57. 57. Live by the Calendar •  Quarterly or Monthly themes •  Weekly actions & Deadlines •  Daily appointments
  58. 58. We help small businesses stop wasting money on marketing
  59. 59. Summary•  Build a strong foundation –  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•  Online Presence is a amplifier/flywheel•  You need a system to manage it consistently
  60. 60. Result Ultimately, an effective marketing system eliminates the need to compete on price. Offer #1 Complete the evaluation, get the slides
  61. 61. Offer #2•  Marketing Hour Glass Audit –  You complete our questionnaire –  We spend an hour or so with you to review your marketing against the Marketing Hour Glass –  We’ll provide you with a blank copy of this calendar template Check the box for the free 45 minute business evaluation
  62. 62. We help small businesses stop wasting money on marketing Thank You Please take a moment to complete presentation evaluation Contact Us Web: www.leadingresults.com Email: info@LeadingResults.com Phone: +1-704-875-1188 Skype: LeadingResults Twitter: @LeadingResults ; @LauraBLorenz FaceBook: facebook.com/leadingresults

×