Startup Marketing Series: The Marketing Assessment

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3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 1—The Marketing Assessment—focuses on how to analyze your company, allocate resources and build a strong core.

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Startup Marketing Series: The Marketing Assessment

  1. 1. the  marke)ng  assessment:  how  to  analyze  your  company,  allocate  resources  and  build  a  strong  coreMay  28,  2013startup  marke)ng  series
  2. 2. 1)  build  brand.2)  generate  leads.3)  convert  leads  into  sales.4)  increase  customer  loyalty.
  3. 3. 3  catalysts  for  transforma)on
  4. 4. change  velocitysource:  Giuseppe  ConstanDno
  5. 5. by  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.source:  GartnerIT  =  CIO  CMO
  6. 6. of  all  new  markeDng  hires  will  have  a  technical  background  starDng  in  2013.source:  IDC50%
  7. 7. selec/ve  consump/on
  8. 8. www.ZeroMomentOfTruth.com
  9. 9. of  the  decision-­‐making  process  B2B  customers  go  through  is  complete  before  contacDng  a  sales  rep.source:  MarkeDng  Leadership  Council60%
  10. 10. success  factors
  11. 11. “CMOs  today  are  under  increasing  pressure  to  provide  quan*fiable  evidence  of  how  their  markeDng  expenditure  is  helping  the  organizaDon  achieve  its  goals.”  —  IBM  Global  Chief  MarkeDng  Officer  Study,  2011
  12. 12. source:  IBM  Global  Chief  MarkeDng  Officer  Study,  2011
  13. 13. the  marke)ng  assessment
  14. 14. poten)al  &  expecta)onsfounda)onpla;ormexpecta)onspoten)alstrategysource:  Jayneandd
  15. 15. Marke)ng  Score  (@MKTScore)  is  a  free  online  tool  powered  by  PR  20/20  that  assesses  the  strength  of  business  and  markeDng  founda)ons,  forecasts  poten)al  and  aligns  expecta)ons.www.TheMarkeDngScore.com  
  16. 16. MarkeDng  Scoreevery  element  of  an  organiza)on,  as  it  relates  to  marke)ng,  can  be  divided  into:  assets,  neutrals  and  escalators.  
  17. 17. Define  FoundaDon  Projectsassets  vs  escalatorsassets  =  strengths  that  can  accelerate  marke*ng  success.escalators  =  weaknesses  that  require  addi*onal  resources  to  build  up  and  improve.
  18. 18. devise  marke)ng  strategies.allocate  )me,  money  and  talent.adapt  resources  and  priori)es.
  19. 19. Define  FoundaDon  Projectsrate  your  marke/ngsubjecDve  analysisinternal  stakeholders10  secDons132  factors0-­‐5  =  escalators6-­‐7  =  neutrals8-­‐10  =  assets
  20. 20. MarkeDng  Scoregain  perspec)ve  from  mul)ple  sourcesCMO  sec*on  score  (le7)  =  62%  vs.  CEO  sec*on  score  (right)  =  38%
  21. 21. meet  social  business  unlimited  (SBU)  —  a  hypothe)cal  B2B  company
  22. 22. Define  FoundaDon  Projectsthe  backstory  —  by  the  numbersenterprise  social  sobware  company6  months  oldseed  funding  of  $250,00030  acDve  customersavg.  50  users  per  account  at  $10  per  user  ($500/month)recurring  revenue  =  $15,000/monthseeking  Series  A  funding  of  $2.5  million
  23. 23. 73%  rated  as  escalators  (including  N/A)
  24. 24. financial  stability  (3)  is  a  concern.marke)ng  budget  (5-­‐10%)  is  a  challenge.brand,  leads  and  sales  all  high  priority.marke)ng  team  (1)  is  weak.weak  customer  (3)  and  lead  (2)  databases.lacking  criDcal  markeDng  tech  soluDons.audiences  primarily  escalators.source:  leon_eyemuch  building  work  to  be  done  .  .  .key  findings
  25. 25. top 3-5  key performance indicators (KPIs)?highest priority marketing needs?greatest opportunities for growth?marketing staffing plans?commitment to content marketing?source:  Ethan  Lobon
  26. 26. Define  FoundaDon  Projects top  KPIswebsite  visitors  leadsfree  trials  signupscustomer  conversionscustomer  reten)on  (churn)recurring  revenue12 %21 %
  27. 27. (brand,  website  traffic,  social  reach  and  influence,  contact  databases,  content,  partnerships,  goodwill  .  .  .)  every  organizaDon  should  be  focused  on  building  assets  that  can  be  leveraged  to  accelerate  success.  
  28. 28. 1  million+  visitors  per  month510,000+  Facebook  likes288,000+  Twijer  followers60,000+  leads  per  month
  29. 29. builders  vs.  drivers
  30. 30. Define  FoundaDon  Projectsfounda/on  projectssales/marke)ng  integra)onperformance  dashboardwebsite  op)miza)onsocial  strategycontent  calendarmarke)ng  automa)on  techsource:  Grant  Neufeld
  31. 31. bloggingcase  studiessocial  engagementbuilder  campaigns
  32. 32. driver  campaignscustomer  referral  IT  persona  lead  genagency  partner  program
  33. 33. session  2:  the  scorecard  (june  4)session  3:  the  gameplan  (june  11)
  34. 34. paul  roetzerpaul@pr2020.com@paulroetzerwww.TheMarkeDngScore.com  www.PR2020.com  thank  you

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