Launch with Confidence
Showcasing “Human Capital”
Separating Yourself From the Crowd
About Me
Marketing Manager:
Achieve Internet
5+ years of Marketing
expertise
Utilize my economic
background to increase RO...
Agenda
•

About Achieve
•
•
•

•

Differentiation
•

•

Set yourself apart from your competition

Defining Your Value
•
•
...
Achieve at a Glance
legal name
founded

headquarters
leadership
mission
primary
contact info

Achieve Internet, Inc.
1998
...
Key Clients: Media & Entertainment

clients

7
Additional Key Clients

clients

8
Achieve Services
Achieve builds custom enterprise IT management systems to solve the most complex business challenges.
App...
Differentiation
•

Only As Good As Your People

•

Defining Your Value

•

Customer Decision Journey

•

Communication Cha...
Buyers Market
In a buyers market there is a ton of competition and competing
products - supply is greater than demand, the...
Marketing Defined
Marketing is the process of creating, communicating and
delivering value to customers.
Marketing can be ...
Marketing's Goal
Capturing qualified leads to support sales. Ultimately driving
and increasing revenue.

13
How Do We “Capture Leads?”

By creating, communicating and delivering
value LEADS, not
to customers.
LEAD

14
High Performance Marketing

But in order to grow we need to expand our lead pool to increase
the sales pipeline. We do thi...
•

Differentiation

Only As Good As Your People
•

Defining Your Value

•

Customer Decision Journey

•

Communication Cha...
Human Capital

The stock of competencies, knowledge, social and personality
attributes, including creativity, embodied in ...
Showcasing Human Capital

18
Subject Matter Experts (SME)

Your Human Capital are SME and have the ability to
influence purchasing behavior with their ...
The Achieve Dream Team

20
•

Differentiation

•

Only As Good As Your People

Defining Your Value
•

Customer Decision Journey

•

Communication Cha...
Market Segmentation
A fictional character that represents your DREAM
customer. They help provide direction and influence f...
Value Proposition

A value proposition is the reason why customers turn to
one company over another.
23
Meeting Customer Needs
Identify core competencies and leverage those to meet
your target markets’ needs.
SME Focus

Market...
Communication Channels

The Marketing Mix
• Advertising
• Word of Mouth Marketing
• Sales Promotion
• Public Relations and...
Authentic Content Takes Teamwork
•

Differentiation

•

Only As Good As Your People

•

Defining Your Value

Customer Decision Journey
•

Communication Cha...
The Customer Decision Journey
Leverage SME here!

Use your Human Capital to influence a buying decision

1. Adapted from A...
•

Differentiation

•

Only As Good As Your People

•

Defining Your Value

•

Customer Decision Journey

Communicating Va...
A Proactive Approach
Evolution of Media and
Marketing Communications

One-Way
Communication

Two-Way
Communication

All-Wa...
On to Social Media

31
Content Mix
MONTHLY EDITORIAL CALENDAR

Weekly Newsletter

Attract: the darker shade represents a prospect that is closer ...
Take Aways

33

Separate yourself from the competition
Conclusion

Human
Capital

Meeting
Customer
Needs

Leads

34
Q&A

35
it‟s not magic,

it‟s excellence.
Ben Schluter
 Marketing Manager
 benjamin.schluter@achieveinternet.com
 800.618.8777 ...
Main Resources
Cisco Social Media Playbook:
• http://www.slideshare.net/Cisco/cisco-social-mediaplaybook

Social Media Mar...
Why Should We Take it Seriously?
Buyers say they are likely to buy
from a company whose CEO uses
social media2

77%
Of peo...
The Achieve Roster
Player

Position

Specialty

Ben Schluter

QB

Marketing, distributing the ball

Shawn Smiley

FB

Serv...
Upcoming SlideShare
Loading in …5
×

Showcasing Human Capital: How to Effectively Market a Professional Services Firm

692 views

Published on

Effective marketing tactics for professional services firm marketing. In a service firm marketers do not have the luxury of marketing product features. The one key differentiator becomes the quality of your people and your core competencies. This presentation covers the importance of your Human Capital and the people that make up your Professional Services Firm

Published in: Marketing, Business
  • Be the first to comment

  • Be the first to like this

Showcasing Human Capital: How to Effectively Market a Professional Services Firm

  1. 1. Launch with Confidence Showcasing “Human Capital” Separating Yourself From the Crowd
  2. 2. About Me Marketing Manager: Achieve Internet 5+ years of Marketing expertise Utilize my economic background to increase ROI of marketing campaigns. I enjoy outdoor adventures with my wife and puppy. 4
  3. 3. Agenda • About Achieve • • • • Differentiation • • Set yourself apart from your competition Defining Your Value • • • • • • • • • The goal of the Marketing Department Only As Good As Your People • • Key Clients Achieve Services Core Values Market segmentation Value proposition Meeting customer needs Communication channels Authentic communication The Customer Decision Journey Communicating Value Take Aways Conclusion 5
  4. 4. Achieve at a Glance legal name founded headquarters leadership mission primary contact info Achieve Internet, Inc. 1998 1767 Grand Avenue, Suite #2 | San Diego, CA 92109 | U.S.A. Ron Huber, Chief Executive Officer Achieve leverages best-in-class Open Source web application development experience, and tools to create optimized platforms for enterprise clients. 800.618.8777 | info@achieveinternet.com Achieve is a leading software development company that leverages Drupal to develop advanced enterprise web and mobile solutions for an array of clients in varying verticals. Achieve has a singular goal: To help you launch your advanced digital platforms with confidence. Our ethos is “it‟s not magic, it‟s excellence,” and our all-star developers deliver on that promise with every new project we take on by consistently exceeding client expectations. 6
  5. 5. Key Clients: Media & Entertainment clients 7
  6. 6. Additional Key Clients clients 8
  7. 7. Achieve Services Achieve builds custom enterprise IT management systems to solve the most complex business challenges. Application Development Achieve makes integration easy so you can focus on what is most important to your business – your customers. Platform Integration Optimize the performance of your web site or application to increase productivity and streamline operations. Infrastructure Services Achieve has vast experience in creating global web solutions that far out perform the competition. Globalization Services „Going Mobile‟ is no longer an option. With Achieve you won‟t have to compromise design for utility. Mobility & End User Services 9
  8. 8. Differentiation • Only As Good As Your People • Defining Your Value • Customer Decision Journey • Communication Channels
  9. 9. Buyers Market In a buyers market there is a ton of competition and competing products - supply is greater than demand, therefore the buyer has the power. 11
  10. 10. Marketing Defined Marketing is the process of creating, communicating and delivering value to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders. Additionally, marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. http://en.wikipedia.org/wiki/Marketing 12
  11. 11. Marketing's Goal Capturing qualified leads to support sales. Ultimately driving and increasing revenue. 13
  12. 12. How Do We “Capture Leads?” By creating, communicating and delivering value LEADS, not to customers. LEAD 14
  13. 13. High Performance Marketing But in order to grow we need to expand our lead pool to increase the sales pipeline. We do this through differentiation. 15
  14. 14. • Differentiation Only As Good As Your People • Defining Your Value • Customer Decision Journey • Communication Channels
  15. 15. Human Capital The stock of competencies, knowledge, social and personality attributes, including creativity, embodied in the ability to perform 17 labor so as to produce economic value.
  16. 16. Showcasing Human Capital 18
  17. 17. Subject Matter Experts (SME) Your Human Capital are SME and have the ability to influence purchasing behavior with their expertise.
  18. 18. The Achieve Dream Team 20
  19. 19. • Differentiation • Only As Good As Your People Defining Your Value • Customer Decision Journey • Communication Channels
  20. 20. Market Segmentation A fictional character that represents your DREAM customer. They help provide direction and influence for all marketing and sales activities. Our target buyer persona 22
  21. 21. Value Proposition A value proposition is the reason why customers turn to one company over another. 23
  22. 22. Meeting Customer Needs Identify core competencies and leverage those to meet your target markets’ needs. SME Focus Market Demand Responsive Web Design Customer A Needs Platform Integration Customer B Needs Optimized Performance Customer C Needs
  23. 23. Communication Channels The Marketing Mix • Advertising • Word of Mouth Marketing • Sales Promotion • Public Relations and Publicity • Personal Selling • Events • Direct and Interactive Marketing • Inbound Marketing • Social Media • Buzz 25
  24. 24. Authentic Content Takes Teamwork
  25. 25. • Differentiation • Only As Good As Your People • Defining Your Value Customer Decision Journey • Communication Channels
  26. 26. The Customer Decision Journey Leverage SME here! Use your Human Capital to influence a buying decision 1. Adapted from Ant’s Eye View, PwC and McKinsey 28
  27. 27. • Differentiation • Only As Good As Your People • Defining Your Value • Customer Decision Journey Communicating Value
  28. 28. A Proactive Approach Evolution of Media and Marketing Communications One-Way Communication Two-Way Communication All-Way Communication What does “All-Way Communication” Mean • • • Conversations will happen whether we want them to or not Monitoring the conversations is critical You are able to influence what conversations happen • • • “Plant Seeds” Know what questions to ask This is where Subject Matter Experts (SME) are important 30
  29. 29. On to Social Media 31
  30. 30. Content Mix MONTHLY EDITORIAL CALENDAR Weekly Newsletter Attract: the darker shade represents a prospect that is closer to making a purchasing decision Social Media Focus Attract Blogs Attract Case Study Convert Events Convert Webinars Convert Downloadable Content WHITEPAPERS 32 TIP/FACT SHEETS PRICING SHEETS
  31. 31. Take Aways 33 Separate yourself from the competition
  32. 32. Conclusion Human Capital Meeting Customer Needs Leads 34
  33. 33. Q&A 35
  34. 34. it‟s not magic, it‟s excellence. Ben Schluter  Marketing Manager  benjamin.schluter@achieveinternet.com  800.618.8777 o.  @SchluterRooter
  35. 35. Main Resources Cisco Social Media Playbook: • http://www.slideshare.net/Cisco/cisco-social-mediaplaybook Social Media Marketing Workshop: Is My Brand Ready? • September 19th, 2013: The Rady Center for Executive Development Communicating Value • Professor On Amir, The Rady Business School 37
  36. 36. Why Should We Take it Seriously? Buyers say they are likely to buy from a company whose CEO uses social media2 77% Of people believe company employees are the most credible specialist sources of information1 41% Will use support forums and technical discussion groups to inform the purchase decision3 1. 2. 3. 94% Social Media 60% Michel Brito, Edelman Digital, Smart Business, Social Business eMarketer via jeffbullas.com Adapted from Ant’s Eye View, PwC and McKinsey 88% 38 Said C-suite social media participation enhances a brand image2 Suggest that social channels are strong influencers during the decision process3
  37. 37. The Achieve Roster Player Position Specialty Ben Schluter QB Marketing, distributing the ball Shawn Smiley FB Server performance, breaking bottlenecks and speed Dagoberto Aceves FS Idea man, innovative approaches to tackling new projects Esteban Solano TE Multi-lingual development Mike Lee DE Can take on any task and complete it in a rush Roberto Montero RB Responsive Web Design William O’Connor WR Apache Solr Marc Hermsmeyer MLB Operations and management Ron Huber GM Team manager, ownership, and front office David Makalsy OL Project architecture, building a sound foundation German Licon DB Design, UX, and theming Darlene Holden OLB Accounts payable, billing, and time entry czar Lamin Turay SS Account management and client communications

×