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Marketing Now

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Actifio CEO Ash Ashutosh asked us to kick off a marketing planning meeting by talking about how marketing itself has changed, with emphasis on new strategies and tools being leveraged by savvy …

Actifio CEO Ash Ashutosh asked us to kick off a marketing planning meeting by talking about how marketing itself has changed, with emphasis on new strategies and tools being leveraged by savvy marketers right now. These are our thoughts.

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  • [I cut the other emotion slide, just to pare this back a little. This one clearly gets the point across pretty well.]
  • You can start with something really easy and virtually free, through the creation of something we call a Listening Station. [explain what it is.]
  • Transcript

    • 1. Marketing Now APRIL 6, 2012 ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
    • 2. World War II ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 2
    • 3. Power in production. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 3
    • 4. Economies of Scale ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
    • 5. Key: Uniform Demand ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
    • 6. Instruments of Uniform Demand•  Broadcast Media •  Homogeneity•  Uncle Miltie •  Consumer Culture•  CPM •  LIFE Magazine•  Reach •  Middle Class•  Frequency •  Journalism ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 6
    • 7. Mad Men Ruled. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 7
    • 8. Over time,we got so good at production it became a commodity. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 8
    • 9. Competition Today•  Intellectual Property•  Customer Loyalty•  Recruiting & Retention Product of•  Culture Relationships•  Strategic Partnerships•  Access to Capital ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 9
    • 10. Today relationships have surpassed production scale as a source of competitive advantage. New, yet familiar... ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
    • 11. Emphasis On Relationships 20th Century19th Century 21st Century ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 11
    • 12. Back To The Future ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 12
    • 13. Back To Basics•  First know your market.•  Simple stories sell.•  Your product is your marketing.•  Good business is personal.•  Make your customers happy. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 13
    • 14. New tools. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 14
    • 15. Marketing Now•  Outside-In Development•  Emotional Value Proposition•  Design Innovation•  Social Marketing•  Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 15
    • 16. Outside-In Development ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 16
    • 17. Start with what’s easy.a conversation you care about is already happening online. … or a competitor … or the problem you’remaybe about you … trying to solve. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 17
    • 18. Real-World Tools•  Google Reader – Free Listening Station•  UserVoice – Customer inbound channel•  QualBoard – A panel of your prospects ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 18
    • 19. Marketing Now•  Outside-In Development•  Emotional Value Proposition•  Design Innovation•  Social Marketing•  Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 19
    • 20. Idea is not new. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 20
    • 21. “To change what people do, you must change what they feel.” ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 21
    • 22. Emotional Value Proposition ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 22
    • 23. Real-World Tools•  Brand Strategy – Beyond tactics.•  One Simple Thing™ – Check.•  Discipline – Follow through. Needs work. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 23
    • 24. Marketing Now•  Outside-In Development•  Emotional Value Proposition•  Design Innovation•  Social Marketing•  Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 24
    • 25. Design Innovation ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 25
    • 26. “When you see an object, you make so many assumptions aboutthat object, in seconds. What it does, how well it’s going to do it,how much you think it should cost…” Objectified ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 26
    • 27. Even for Enterprise?•  Fundamental human drivers in play•  Enterprises don’t buy products. People within them do.•  Always a cost, and a question of value(s.) ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 27
    • 28. Marketing Now•  Outside-In Development•  Emotional Value Proposition•  Design Innovation•  Social Marketing•  Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 28
    • 29. Promise of Social Marketing Scalable Intimacymore intimate relationships thanare possible through traditional media, at sufficient scale to impact the enterprise. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 29
    • 30. Enabler is Worthwhile Content1.  decide who you’re talking to.2.  listen to learn how you can help them.3.  deliver content that does so.4.  build a relationship over time.5.  ask for what you want. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 30
    • 31. Content Strategywhat target what you what servesprospects need to your want deliver interests ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. ©2011 31
    • 32. Essential Functions activation distribution and conversionengagement outreach and participation creation original content development curation culling third-party content listening monitor the conversation ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 32
    • 33. Proven B2B ResultsTop B2B companies average 17% of leads from socialmedia, and 230% more marketing-generated leads. Top20% average the following performance metrics:•  20% annual revenue growth (vs. avg 8%, laggards -3%)•  44% of sales-forecasted pipeline generated by marketing (vs. avg 10%, laggards 5%)•  73% annual customer retention rate (vs. avg 27%, laggards 7%) SOURCE: Aberdeen Group ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 33
    • 34. Social Marketing ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 34
    • 35. New Marketing Model online TVinternet radio search mobile app facebook twitter TV site mobile site radio YouTube print print online display SOURCE: Forrester Research ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 35
    • 36. Real-World Tools•  Marketing Machines – David Skok•  HubSpot – Effective basic platform•  Pardot – More robust, flexible, complex ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 36
    • 37. Marketing Now•  Outside-In Development•  Emotional Value Proposition•  Design Innovation•  Social Marketing•  Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 37
    • 38. What drives growth?ADVOCACY . ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 38
    • 39. How do you measure it? ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 39
    • 40. Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 40
    • 41. “In a company of our size and complexity, it becomes critically important to simplify and focus on one number that is practical to measure. It is also vital that this metric reliably link to profits and growth. … Satisfaction surveys… don’t connect to business economics … NPS links well to both market share and profitability.” Gary Reiner CIO | Six Sigma Leader General Electric ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 41
    • 42. Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 42
    • 43. What It Takes “NPS has to be more than an executive metric to work. The best companies use it to drive action that creates promoters and converts detractors oneFred Reicheld customer at a time. One CEO called it his ‘GPS to greatness.’ I love that.” ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 43
    • 44. Marketing Now•  Outside-In Development•  Emotional Value Proposition•  Design Innovation•  Social Marketing•  Net Promoter System ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 44
    • 45. Enduring Truths•  First know your market.•  Simple stories sell.•  Product is marketing.•  Good business is personal.•  Make customers happy. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 45
    • 46. Building Relationships for…Better communication. Better products. Happier customers. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 46
    • 47. thank you. @hollandmark ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.