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Marketing: The New Normal

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Jennifer Beever presents what\'s new and what\'s critical in B2B marketing today?

Jennifer Beever presents what\'s new and what\'s critical in B2B marketing today?

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Marketing: The New Normal Marketing: The New Normal Presentation Transcript

  • 1
    Marketing 2010:The New Normal
    Renaissance Executive Forum
    September 7, 2010
    by Jennifer Beever
    Certified Management Consultant
  • 2
    Are You
    Doing the right marketing?
    To the right people?
    Getting the right results?
  • Topics
    Marketing Paradigm Shift
    Strategic Planning Models
    Customer Centric Marketing
    Integration
    Inbound Marketing
    Results Orientation
    3
  • Marketing Change
    4
  • Old
    One to many
    Synchronous
    “Push” marketing
    Geographic barriers
    Unique Selling Proposition
    Sales funnel
    5
  • 6
    Old Marketing Paradigm The Sales Funnel
    Leads
    Sales Cycle
    Sales Revenues
  • New
    Many to many
    Asynchronous
    “Pull” marketing
    Geographic boundaries fall
    UBN: Unique Buying Need
    Buying funnel
    7
  • 8
    New Marketing Paradigm The Buying Funnel
    Prospects
    Buy Cycle
    Customers
  • 9
    Strategic Marketing
    Uses Market Research
    SWOT
    Competitive and Customer Intelligence
    Product life cycle
    Demographics, psychographics…
    Marketing Personas!
    Based on business vision, mission, goals
  • 10
    SWOT Assessment
    • Lack of cash
    • Legal legacy
    • Stakeholder comm
    • Fledgling distrchannel
    • Mktng/sales alignment
    Weaknesses
    Strengths
    • Breakthrough product formula
    • Seasoned sales consultants
    • Agility, flexibility in R&D
    Internal
    External
    • Cost of diesel fuel
    • Sell cycle variability
    • Low barrier to entry
    Threats
    Opportunities
    • Cost of diesel fuel
    • Increasing emissions regulations
    • Focus on sustainability
  • 11
    SWOT Assessment with Actions!
    Translating
    SWOT
    into Action!
    Weaknesses
    • Lack of cash
    • Legal legacy
    • Stakeholder communications
    • Fledgling distribution
    • Marketing/sales alignment
    Strengths
    • Breakthrough product formula
    • Seasoned sales consultants
    • Agility, flexibility in R&D
    Opportunities
    • Cost of diesel fuel
    • Increasing emissions regulations
    • Focus on sustainability
    Resolve weaknesses, take advantage of opportunities
    • Resolve legal issues
    • Increase sales, raise capital
    • Improve communications
    • Increase quality distribution
    Maximize strengths to take advantage of opportunities
    • Continue solution selling
    • Brand and position well
    • Awareness campaigns
    Minimize weaknesses to reduce threats
    • Generate positive publicity
    • Sales training for distributors
    • Increase market share
    Threats
    • Cost of diesel fuel
    • Sell cycle variability
    • Low barrier to entry
    Maximize strengths to mitigate threats
    • Focus on cost savings and eco-friendly benefits
    • I.D. and communicate sales cycle and ideal prospect
    • Protect I.P.
  • 12
    Competitive Analysis
    P
    r
    i
    c
    e
    Performance
  • 13
    Bloody Red Ocean of Competition
    P
    r
    i
    c
    e
    Performance
  • 14
    Blue Ocean Strategy
    P
    r
    i
    c
    e
    Performance
  • 15
  • 16
    Based on vision, mission, goals
    On-Going
    Branding,
    Customer Retention
    Direct Response Marketing:
    Offline and Online,
    Direct Mail, PR, Ads,
    Trade Shows
    Collateral Design:
    Logo, Web Site, Brochures
    Company Vision, Mission, and Goals
  • 17
    Benefits of Strategic Marketing
    Intelligent decision making
    Tied to business objectives
    Aware of industry, competitors
    Customer-Centric!
  • 18
    Customer-Centric Marketing
    Market research
    Focus!
    Niche marketing
    Know your customers
    Map touch points
  • 19
    Market Research
    Identify industry concentrations
    Identify profitable customers
    Maintain accurate database
  • Customer Touch Point Map
    List every customer touch point
    Marketing
    Sales
    Product Delivery
    Customer service
    Accounting
    Travel to events
    I.D. friction points and fix them
    20
  • 21
    Know Your Customer
    Survey customer satisfaction
    Know defection rates
    Survey customer needs - new products
    Frequent communication
    6-12/year -> 12-24/year
  • New - Marketing Persona
    George the Loyalist
    Meet George. He’s 63 years old and comes from a Big 5 consulting background. He’s married, has grown children and grand kids. He has a boutique firm with three partners. George has a tremendous work ethic and still works long hours. He is extremely generous to his family, especially the grandkids. Now George is wondering if he should retire when he had planned or work a few more years!
    George is an early Baby Boomer. He grew up with the Vietnam and Cold wars, the McCarthy hearings, the Kennedy/King assassinations, Woodstock, women’s rights and the moon landing. He prints out pre-conference materials before the conference. He likes receiving the postcards and also responds to email. He wears glasses, and he didn’t grow up using computers so much, although he has learned and adapted to succeed. With his big consulting background, he expects very high quality content at the conference. He is very loyal and really values networking and face-to-face time with his peers.
    22
  • 23
    Customer-Centric Marketing
    Greater return on investment
    Increases market responsiveness
    Helps increase market share
    Closer to customers
  • 24
    Integrated – Response Compression
    Trade Show
    Website
    Ad
    Brochure
    Telemarketing
    Article
    Direct Mail
    Seminar
  • 25
    Integrated – Response Compression with New Tactics
    Trade Show
    Website
    Ad
    Brochure
    Telemarketing
    Article
    Direct Mail
    Seminar
  • “Old” SEO(still working)
    Meta Tags
    Content - rich with keywords
    Links
    Changing content – dynamic sites
    26
  • New SEO = SMO
    Web Site
    Blog
    27
  • 28
    Results-Tracking in the Marketing Plan
    Every activity must be measurable
    Online marketing easier to track
    Results must be forecast
    Results must be tracked to plan
  • 29
    Results Tracking
    Marketing Continuum
    Strategic Planning
    Tactical Planning
    Implementation
    Results Tracking
  • 30
    Results Tracking
    Number of leads
    Source of leads
    Number of sales by source
    Sales revenue by source
    Conversion rate
    Cost per lead
  • 31
    Results Tracking – example
    OC Reg. Ad
    AZ Trade Show
    Direct Mail
    Referrals
  • 32
    Benefits of Results Tracking
    Better decision-making
    ROI-based marketing
    Maximize marketing investment
  • 33
    Create Your Marketing Plan
    Research markets and competitors
    Know your customers
    Determine your strategy and position
    Plan and budget marketing activities
    Track and measure results
    Revise and refine as you go
  • 34
    Jennifer Beever
    Follow me:
    CMO for Hire
    Strategic Marketing Consulting
    Certified Inbound Marketing Professional
    818-347-4248
    www.newincite.com
    Don’t Leave Your Marketing to Chance