Making Marketing Pay

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... ■ 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? 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

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 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

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 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

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

Making Marketing Pay

by Clear Thought Consulting Ltd on Mar 26, 2009

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Making Marketing Pay — Webinar Transcript