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"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
"Winning In the New Reality"
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"Winning In the New Reality"

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Scheibel Halaska's "Winning In the New Reality" presentation was given by Mary Scheibel to the MMAC on November 17, 2009.

Scheibel Halaska's "Winning In the New Reality" presentation was given by Mary Scheibel to the MMAC on November 17, 2009.

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Transcript

  • 1. Marketing to Win: How the New Reality is Changing the Game November 17, 2009
  • 2. Historically - <ul><li>For smaller midmarket B2B players, marketing is viewed as “things” </li></ul><ul><ul><li>Brochures, print ads, sales collateral, websites and most recently SEO, SEM, pay-per-click, and social media campaigns </li></ul></ul><ul><li>No real tie to business goals and objectives </li></ul><ul><ul><li>Most have collapsed- rather than aligned marketing and sales </li></ul></ul><ul><li>Results remain elusive and difficult to measure </li></ul><ul><li>But the game is changing - </li></ul>
  • 3. Today’s leading B2B companies are <ul><li>Increasing share in a smaller market and entering new ones </li></ul><ul><ul><li>Expanding products and services </li></ul></ul><ul><ul><li>Deepening core competencies </li></ul></ul><ul><ul><li>Changing their business models </li></ul></ul><ul><li>Taking more compelling offers to the marketplace </li></ul>
  • 4. Today’s leading B2B companies are <ul><li>Aligning marketing and sales </li></ul><ul><li>Overcoming marketplace disconnects to change assessments of who </li></ul><ul><li>they are </li></ul><ul><li>Exploiting a competitive advantage to own the leadership position </li></ul><ul><li>Moving from defensive to offensive strategies </li></ul>
  • 5. The result: new interest in brands <ul><li>Company = X </li></ul><ul><li>Single big idea </li></ul><ul><li>UPS = World’s Leading Supply Chain Management Expert </li></ul>
  • 6. How strong brands produce ROI <ul><li>Internal alignment/unified voice </li></ul><ul><li>Support of premium pricing/guarding against price-based competition </li></ul><ul><li>Faster acceptance of new products and services in existing markets </li></ul><ul><li>Sustained differentiation in a crowded marketplace </li></ul><ul><li>Accelerated entry into new markets </li></ul><ul><li>Recruitment and retention of top talent </li></ul><ul><li>Increased enterprise value </li></ul>
  • 7. Common branding pitfalls <ul><ul><li>Too many smaller to mid-market companies, typically describe their services versus differentiate their companies </li></ul></ul><ul><ul><li>As a result, they too often tell me what they can do instead of answering that all important question, “What can you do for me?” </li></ul></ul><ul><ul><li>The majority either do not actively engage in branding or base their brands on entry-level attributes (Innovation, solutions and etc.) </li></ul></ul>
  • 8. Effective positioning <ul><li>Valued by all current and prospective constituents </li></ul><ul><li>Operationally coherent </li></ul><ul><li>Differentiating </li></ul><ul><li>Credible </li></ul><ul><li>Defensible </li></ul><ul><li>3-5 year lifespan </li></ul><ul><li>Leaves space for company to evolve (new products, services, acquisitions, etc.) </li></ul>
  • 9. TrueCenter process <ul><ul><ul><li>Before </li></ul></ul></ul><ul><ul><ul><li>After </li></ul></ul></ul>
  • 10. Interactive best practices <ul><li>Brand-based creative on home page </li></ul><ul><li>Intuitive, streamlined site navigation </li></ul><ul><li>Multiple calls-to-action on website </li></ul><ul><li>Content that quickly and effectively conveys key information </li></ul><ul><li>Keyword optimization for search discoverability </li></ul>
  • 11. Email marketing <ul><li>Design and deliver through best practices </li></ul><ul><li>Speak to your audience – Content is King </li></ul><ul><li>Build a program based on results and benchmark of user engagement </li></ul><ul><ul><li>30% open rate </li></ul></ul><ul><ul><li>37.89% click thru rate </li></ul></ul><ul><ul><ul><li>Click thru rate is significantly better than industry average. </li></ul></ul></ul>
  • 12. Strategic public relations
  • 13. Beginning the social media journey <ul><li>Develop a social media plan that is tied to business objectives </li></ul><ul><ul><li>Create goals and strategies </li></ul></ul><ul><ul><ul><li>Build awareness on the web </li></ul></ul></ul><ul><ul><ul><ul><li>Cross promote your brand through multiple online presences </li></ul></ul></ul></ul><ul><ul><ul><li>Take advantage of thought leadership in marketing </li></ul></ul></ul><ul><ul><ul><ul><li>Monitor industry conversations and respond to issues and queries </li></ul></ul></ul></ul><ul><li>Top 5 tips for small to mid-size B to B companies </li></ul><ul><ul><li>Start small- benchmark and measure progress </li></ul></ul><ul><ul><li>Protect your web identity </li></ul></ul><ul><ul><li>Ensure all employees are speaking with “one voice” (ex. LinkedIn accts) </li></ul></ul><ul><ul><li>Know where your audience lives </li></ul></ul><ul><ul><li>Be personable </li></ul></ul>
  • 14. SH social media <ul><li>Identified three involvement levels Basic Presence, Intermediate and Advanced that correspond to varying degrees of engagement and tactics </li></ul><ul><ul><li>Three phases to our social media presence: </li></ul></ul><ul><ul><ul><li>Build a foundation </li></ul></ul></ul><ul><ul><ul><li>Engage and create conversations </li></ul></ul></ul><ul><ul><ul><li>Become a thought leader </li></ul></ul></ul><ul><ul><li>Assessed goals, strategies and metrics </li></ul></ul><ul><ul><ul><li>Created an integrated plan with PR to address monthly action items </li></ul></ul></ul>

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