Marketing Strategist 2009 Top10

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ITSMA clients voted for these ideas with their computer mice. These are the ideas contained within ITSMA research documents that were downloaded most often in 2009, in order of popularity. We’ve created a special report with excerpts from these most popular research documents that you can download for free.

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Marketing Strategist 2009 Top10

  1. 1. ITSMA’s Top Ten Marketing Ideas for 2010 ABBREVIATED SUMMARY Special Edition | January 4, 2010 Chris Koch Download the full Special Edition of ITSMA’s Top Ten Marketing Ideas for 2010. 09TOP10
  2. 2. Introduction We had many new ideas to help marketers in 2009. (You can see them all in ITSMA’s Online Library.) But here we’ve summarized the ones that you voted for with your feet. These are ideas within the documents that were downloaded most often in 2009, in order of popularity. Enjoy! Download the full Special Edition of ITSMA’s Top Ten Marketing Ideas for 2010. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 2
  3. 3. 1. Help customers and prospects spark epiphanies We have identified three steps to becoming a master of the epiphany stage:  Refocus your thought leadership strategy.  Align the sales and marketing processes with the customer’s buying process.  Change sales’ emphasis from transactional to consultative selling. ITSMA’s Relationship Model Relationship Stage 1. Stage 2. Stage 3. Stage 4. Stage 5. Stages EPIPHANY AWARENESS INTEREST CONFIDENCE LOYALTY Buying Need Search Alternative Selection and Post-Purchase Processes Recognition Evaluation Purchase Evaluation  Explore the  Clarify objectives  Solicit proposals  Select the  Evaluate possibilities and solution provider satisfaction  Evaluate specifications  Identify a need alternatives  Negotiate the  Measure value or opportunity  Identify contract delivered alternatives  Ultimate sign-off (short list) Source: ITSMA, 2009 To understand the epiphany stage and how it can help, read our report, The Epiphany Stage: The Missing Link in the Buying Process. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 3
  4. 4. 2. Match value propositions to the different stages of the buying cycle According to ITSMA’s definition, a value proposition is: A clear and simple statement that reflects the essence of the unique value a business will provide to a client or target market through a combination of benefits and price. ITSMA’s Six-Step Process for Articulating Value Propositions Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Understand Determine Articulate Quantify Elicit internal Collaborate with the market your true unique value value and external sales to and clients differentiators based on feedback and communicate customer need revise value Source: ITSMA, 2009 propositions For more information, read our report Where’s the Beef? Creating Value Propositions That Matter, which explains our six-step process for developing effective value propositions and offers a proven template for creating value propositions that deliver results. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 4
  5. 5. 3. Reduce the cost per order dollar through marketing Cost per order dollar is the key to demonstrating the power of marketing to improve the efficiency of sales. It helps senior management understand that spending money on marketing has the potential to both improve revenue generation and reduce the cost of sales as a percentage of revenue. For more information, read Why (and How) You Should Spend More on Marketing in a Downturn. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 5
  6. 6. 4. Create a clear process for developing and selling complex solutions In 2005, HP began an ambitious Other essential steps in HP’s solution effort to create an all-encompassing development process include: solution for customers to revamp 1. Size the potential market. their data centers. 2. Research customer needs. Developing a quantitative analysis of the 3. Market the solution internally. potential market was important not just for market planning but also for making 4. Create an appropriate level of the case for the solution internally. HP detail in the solution. wanted the solution to be something that 5. Develop a list of differentiators. the business units would be actively 6. Create a go-to-market plan. involved in and supportive of. That made quantitative market research essential. 7. Raise the tolerance for ambiguity inside the organization. 8. Create a composite portrait of ROI. To learn more about these specific steps, read How to Develop a Complex Solution: HP’s Data Center Transformation. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 6
  7. 7. 5. Close deals faster with collaborative account planning Collaboration between marketing and There are six steps to sales in the account planning process collaborative account planning: can speed up the sales process. 1. Pick the target accounts. Ideally, sales and marketing should 2. Conduct research and map to collaborate on both selecting accounts customers’ strategic planning and digging up the market and processes. customer intelligence to support the 3. Validate with customers and plan. Salespeople are good at analysts. understanding the “now” inside 4. Link the initiatives to the accounts—the current opportunities — responsible individuals. while marketing develops the larger 5. Develop targeted offerings. picture of market trends and new 6. Create tailored value opportunities. propositions. Want to learn more about collaborative account planning? Read Accelerate the Buying Process with Collaborative Account Planning. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 7
  8. 8. 6. Differentiate by knowing buyers’ business needs No single marketing tactic stands out as being more effective than others to buyers today. Yet thought leadership- based tactics such as e-newsletters, Webinars, and in-person seminars all cluster near the top, whereas more traditional marketing tactics such as brochures, telemarketing, and hospitality events all occupy the bottom of the list. Learn more about what buyers want by reading How Customers Choose Solution Providers, 2009: The Importance of Personalization, Epiphanies, and Social Media. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 8
  9. 9. 7. Stop reporting and start predicting through analytics According to our survey, Marketing ITSMA’s Analytics Analytics, marketers who want to make Best Practice Model the transition to analytics need to do Use marketing data to glean insights three things: and make important marketing decisions 1. Collaborate with finance. Work with Cultivate a fact-based decision-making finance to gather the enterprise-level culture data necessary to get a view of Manage marketing data at an enterprise level marketing’s overall business impact. Gather sufficient data to document 2. Shift to a fact-based culture. That marketing’s performance means a culture that is comfortable Analyze marketing data in conjunction with waiting a little longer before taking data from finance and operations to create a action—a culture that wants answers holistic view of marketing’s impact on the business before plunging ahead with action. Demonstrate a link between marketing 3. Experiment. Develop experimentation performance and business profitability and methods to predict the performance of customer loyalty/retention rates marketing programs and campaigns. Source: ITSMA research Want to get the facts about analytics? Download our survey, Marketing Analytics. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 9
  10. 10. 8. Integrate Marketing into the Portfolio Management Process Building a successful portfolio management process is difficult enough, Key Takeaways but building support for and participation  Portfolio management, business development, and marketing groups in the process in a company as large should all be involved in the and diverse as CSC takes years. selection of the products and As CSC has discovered, fthe portfolio services that they will be asked to management function must establish the market and sell. senior executive relationships necessary  Delivering complex solutions to gain entry into the process, get globally requires a tightly managed funding for finding and investing in new portfolio process. ideas, and become change management  The effectiveness of strategic experts to get skeptical businesspeople marketing activity inside the to support it. organization grows as it becomes more involved in the portfolio process.  Building acceptance is the biggest challenge in portfolio management. Learn more about how CSC created its portfolio management process by reading CSC: How to Integrate Marketing into the Portfolio Management Process. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 10
  11. 11. 9. Make marketing more efficient rather than slashing and burning Marketing staffs were already lean But we also saw some companies coming into this recession. We were making some intelligent choices. They’ve shocked at how deep some companies tried to make marketing more efficient by cut marketing. Some will not recover taking these steps: from it. Meanwhile, many of those same  Move from broad to narrow. companies are holding sales expenses steady or even increasing the number of  Shift from offline to online. sales resources.  Use the urge for continuity to cut costs.  Go offshore for productivity, not just cost. To learn more ways that marketers responded to the downturn, listen to our online briefing ITSMA’s 2009 State of the Marketing Profession Address: Making the Right Choices in Uncertain Times. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 11
  12. 12. 10. Refine the demand generation and lead management processes Marketers need to move from lead generation to lead The role and value of information in the IT buying nurturing. We do this by process developing programs that Technology Buyers Information Usage generate awareness, Look for different kinds of information at various 61% points in the buying cycle stimulate interest, and educate. We also identify Need to see information about a new technology or solution at least three times needs, pain points, and 85% purchase ability. But most Rated educational content as ‘very’ or ‘extremely’ 85% important to them important, we engage in dialogue and build a 72% Contacted a vendor after reading a white paper relationship and credibility. Almost Spend ~5 hours per week with third-party information all Source: KnowledgeStorm, Connecting through Content, March 2006; IDC, An Inconvenient Truth: The Role and Value of Information in the IT Buying Process, January 2008 ITSMA Web Briefing | OLB090225 Generating Revenue in Tough Times © 2009 ITSMA. All Rights Reserved. 26 Learn more about how to manage your demand generation and lead management processes by downloading Generating Revenue in Tough Times: Better Thinking, Better Tactics. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 12
  13. 13. About ITSMA As a membership organization, ITSMA brings together the world’s leading technology and professional services firms to advance the state of the art in marketing and selling services and solutions. Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 13
  14. 14. For More Information Chris Koch Director, Thought Leadership and Research ITSMA ckoch@itsma.com +1-781-862-8500, Ext. 115 Online Library Follow us… Special Edition | January 4, 2010 | 09TOP10 Top Ten Marketing Ideas for 2010 © 2010 ITSMA. All Rights Reserved. 14

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