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Making Marketing Pay
 

Making Marketing Pay

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From a talk prepared for the Bath & Bristol Marketing Network on making marketing accountable. Bryony Thomas, from Clear Thought Consulting looks specifically at financial accountability. With ...

From a talk prepared for the Bath & Bristol Marketing Network on making marketing accountable. Bryony Thomas, from Clear Thought Consulting looks specifically at financial accountability. With practical advice and real life examples, she demonstrates how to use sales funnels to ensure that marketers are rightly seen as money makers not money wasters.

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    Making Marketing Pay Making Marketing Pay Presentation Transcript

    • Making Marketing Accountable Shifting perceptions of marketing as the money spender to the money makers Thursday, 26th March 2009 Clear Thought Consulting Ltd Smart Thinking | Straight Talking | Gets Results www.clear-thought.co.uk Thursday, 26 March 2009
    • Quick facts on me... © 2009, Clear Thought Consulting Ltd 2 Thursday, 26 March 2009
    • Quick facts on me... © 2009, Clear Thought Consulting Ltd 2 Thursday, 26 March 2009
    • Quick facts on me... ■ Set up Clear Thought Oct 08 ■ 12 years marketing ■ Most recently Director of Marketing in Experian’s marketing services division ■ Business to business specialist ■ Strategic planning to hands-on execution through a freelance model ■ MBA (dist), CIM Professional Diploma (dist), BSc Politics ■ More at www.clear-thought.co.uk © 2009, Clear Thought Consulting Ltd 2 Thursday, 26 March 2009
    • What we’re talking about Thursday, 26 March 2009
    • Who are we accountable to? © 2009, Clear Thought Consulting Ltd 4 Thursday, 26 March 2009
    • Who are we accountable to? Our World © 2009, Clear Thought Consulting Ltd 4 Thursday, 26 March 2009
    • Who are we accountable to? Our World Our Customers © 2009, Clear Thought Consulting Ltd 4 Thursday, 26 March 2009
    • Who are we accountable to? Our World Our Customers Our Companies © 2009, Clear Thought Consulting Ltd 4 Thursday, 26 March 2009
    • Who are we accountable to? Our World Our Customers Our Companies See: Alain Thys, Future Lab: Reflecting on Marketing Accountability, SlideShare © 2009, Clear Thought Consulting Ltd 4 Thursday, 26 March 2009
    • What we’re talking about Thursday, 26 March 2009
    • Making marketing pay © 2009, Clear Thought Consulting Ltd 6 Thursday, 26 March 2009
    • Making marketing pay Managing the sales funnel © 2009, Clear Thought Consulting Ltd 6 Thursday, 26 March 2009
    • Making marketing pay Managing the sales funnel Awareness Interest Evaluation Trial Adoption Loyalty © 2009, Clear Thought Consulting Ltd 6 Thursday, 26 March 2009
    • Making marketing pay Managing the sales funnel Awareness Interest Evaluation Trial Adoption Loyalty © 2009, Clear Thought Consulting Ltd 6 Thursday, 26 March 2009
    • Making marketing pay Managing the sales funnel Awareness Need Recognition Interest Information Search Evaluation Evaluate Alternatives Trial Purchase Decision Post-Purchase Adoption Evaluation Loyalty © 2009, Clear Thought Consulting Ltd 6 Thursday, 26 March 2009
    • Making marketing pay Managing the sales funnel Awareness Need Recognition Attention Interest Information Search Interest Evaluation Evaluate Alternatives Trial Purchase Decision Desire Post-Purchase Action Adoption Evaluation Loyalty © 2009, Clear Thought Consulting Ltd 6 Thursday, 26 March 2009
    • Making marketing pay Managing the sales funnel Awareness Need Recognition Attention Interest Information Search Interest Evaluation Evaluate Alternatives Trial Purchase Decision Desire Post-Purchase Action Adoption Evaluation Loyalty See: Kotler’s rational model of decision making © 2009, Clear Thought Consulting Ltd 6 Thursday, 26 March 2009
    • Making marketing pay Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Integrating your activities Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Integrating your activities Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Integrating your activities Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Integrating your activities Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Integrating your activities Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Integrating your activities Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Integrating your activities Awareness Interest Evaluation Trial Adoption Loyalty Worked client example - IT sector © 2009, Clear Thought Consulting Ltd 7 Thursday, 26 March 2009
    • Making marketing pay Generate awareness Fill the sales funnel Educate the initiator Build confidence through the DMU Close Build loyalty Worked client example - professional services © 2009, Clear Thought Consulting Ltd 8 Thursday, 26 March 2009
    • Making marketing pay Balanced spending Generate awareness Fill the sales funnel Educate the initiator Build confidence through the DMU Close Build loyalty Worked client example - professional services © 2009, Clear Thought Consulting Ltd 8 Thursday, 26 March 2009
    • Making marketing pay Balanced spending Generate awareness Awareness Leads Fill the sales funnel Meetings Educate the initiator Build confidence Proposals through the DMU Close Close Loyalty Build loyalty 0 37500 75000 112500 150000 Worked client example - professional services © 2009, Clear Thought Consulting Ltd 8 Thursday, 26 March 2009
    • What we’re talking about Thursday, 26 March 2009
    • Proving it Suspects Un-qualified Leads Qualified Leads Proposals Sales Client engagement © 2009, Clear Thought Consulting Ltd 10 Thursday, 26 March 2009
    • Proving it Tracking conversions Suspects Un-qualified Leads Qualified Leads Proposals Sales Client engagement © 2009, Clear Thought Consulting Ltd 10 Thursday, 26 March 2009
    • Proving it Tracking conversions Conversion Suspects ? Un-qualified Leads 50% Qualified Leads 30% Proposals 50% Sales 30% Client engagement © 2009, Clear Thought Consulting Ltd 10 Thursday, 26 March 2009
    • Proving it Tracking conversions Conversion Target Suspects 200 ? Un-qualified Leads 100 50% Qualified Leads 30 30% Proposals 15 50% Sales 5 30% Client engagement © 2009, Clear Thought Consulting Ltd 10 Thursday, 26 March 2009
    • Proving it Target 200 100 30 15 5 Worked client example - professional services © 2009, Clear Thought Consulting Ltd 11 Thursday, 26 March 2009
    • Proving it Identifying holes Target 200 100 30 15 5 Worked client example - professional services © 2009, Clear Thought Consulting Ltd 11 Thursday, 26 March 2009
    • Proving it Identifying holes Target Actual 200 198 100 127 30 27 15 4 5 £0 12 26 Worked client example - professional services © 2009, Clear Thought Consulting Ltd 11 Thursday, 26 March 2009
    • Proving it Identifying holes Target Actual RAG 200 198 99% 100 127 127% 30 27 90% 15 4 26% 5 £0 0% 12 26 Worked client example - professional services © 2009, Clear Thought Consulting Ltd 11 Thursday, 26 March 2009
    • Proving it Identifying holes Target Actual RAG 200 198 99% 100 127 127% 30 27 90% 15 4 26% 5 £0 0% 12 26 Worked client example - professional services © 2009, Clear Thought Consulting Ltd 11 Thursday, 26 March 2009
    • Proving it Identifying holes Target Actual RAG Downloads Webinar 200 198 99% Interactions 11% 8% Existing clients 11% 37% Known prospects Unknown prospects 100 127 127% 16% 39% Other 63% 15% 30 27 90% 15 4 26% 15% 15% Sources 7% 9% 51% DM Named 5 £0 0% 27% DM Company 69% E-News 7% WOM 12 26 Worked client example - professional services © 2009, Clear Thought Consulting Ltd 11 Thursday, 26 March 2009
    • What we’re talking about Thursday, 26 March 2009
    • Tips to take away © 2009, Clear Thought Consulting Ltd 13 Thursday, 26 March 2009
    • Tips to take away Show Context © 2009, Clear Thought Consulting Ltd 13 Thursday, 26 March 2009
    • Tips to take away £ £££ Show Context Show Impact © 2009, Clear Thought Consulting Ltd 13 Thursday, 26 March 2009
    • Tips to take away £ £££ Show Context Show Impact Maintain Flow © 2009, Clear Thought Consulting Ltd 13 Thursday, 26 March 2009
    • Tips to take away £ £££ Show Context Show Impact Maintain Flow Speak English! © 2009, Clear Thought Consulting Ltd 13 Thursday, 26 March 2009
    • Get the conversation started... Thursday, 26 March 2009
    • Continue the conversation... ■ Does ROI mean a race to the bottom? ■ Information overload Vs hunch-based decisions? ■ Transparency Vs protecting expertise? http://clearthoughtconsulting.wordpress.com Thursday, 26 March 2009