"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.

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"Winning In the New Reality"

  1. 1. Marketing to Win: How the New Reality is Changing the Game November 17, 2009
  2. 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. 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. 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. 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. 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. 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. 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. 9. TrueCenter process <ul><ul><ul><li>Before </li></ul></ul></ul><ul><ul><ul><li>After </li></ul></ul></ul>
  10. 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. 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. 12. Strategic public relations
  13. 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. 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>