7 Key elements of new business strategy • Inbound marke-ng -‐ Capture and track leads • Content marke-ng – editorial plan • Social media – growing presence • Plan how to build rela-onship between awareness and purchase • Mul--‐touch, nurturing campaigns • Re-‐marke-ng • Demand genera-on and automated marke-ng – autoresponders
Pitching is going out of fashion Crowdsourcing and freelancers – Victor and Spoils Low-‐value projects not put out to tender Need for brands to have a range of agencies on roster with diverse skills E-‐Auc-ons and procurement driving down margins [IBM Emptoris, Ariba] Poorly run pitches discourage quality par-cipants -‐ High number of agencies on the pitch list -‐ Too liOle -me given to respond to pitch -‐ No budget allocated to brief -‐ Increasing number of hoops -‐ Addi-on of ‘reverse auc-on’ step Good prac-ce pitching guidelines
Inbound Marke@ng Tools to drive brand engagement Pop ups and light boxes Searchable URLs Commen-ng on others’ blogs and newspaper websites Reverse IP Lookups Give away your exper-se
How to build credibility for your exper@se • Show oﬀ • Give away your advice (Xero, Technora- Media) • Use the media in which you are expert • -‐ an app developer who doesn’t have an app • -‐ a direct marketer without a mailing list • -‐ a digital agency who doesn’t blog • -‐ a PR agency who’s not in the press • Be very available to your prospects
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