The 6 Essential Components of Modern Marketing 2.0
Including definitions of Marketing 1.0 versus Modern Marketing 2.0
The 6 Essential Components of
Modern Marketing 2.0
Your current marketing function might look like this:
Old Style Marketing 1.0
• A cost to the business
• A group of people in the back cubicles who manage the brand, create
brochures, set up tradeshows, send some emails, and do what the product
and sales people tell them to do.
• No idea about effectiveness of generating revenue, leads or opportunities.
Your head marketer tells you about clicks, views, likes, exposures, cost per
this and cost per that. All useless information for the executive team.
• A crappy, dirty database with more holes than a hunk of good Swiss cheese
resulting in generic, intrusive, useless outbound messaging.
• Maintains a one-way website hosting nothing more than digital brochures
and an e-store that sucks up more revenue than it brings in.
• Prepares messages about product features without any real knowledge of
the positioning, value proposition or perceptions of the marketplace.
• Does whatever the sales or product people tell them to do without any
thought, question, planned strategy or tactics. We call this ‘seat-of-the-
pants’ or ‘ad-hoc’ marketing.
• No wonder companies with Old Style Marketing 1.0 are only growing 1-2%
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Modern Marketing 2.0 looks like this:
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Let me say one more time, this stuff (Modern Marketing 2.0)
works. I’ve used these strategies, tactics and tools to grow a
boring electronics manufacturing business in the range of 10 and
20 percentage growth rates.
• A revenue generator. A revenue engine for the business.
• A written, current marketing plan.
• A strategic partner providing high value in aligning modern
marketing strategy, tools and teams to the business goals.
• Metrics obsessed to ensure it is known what works great, what
works OK, what does not work and what has failed in order to
optimize and iterate for optimum spend and absolute growth.
• A high value, clean and comprehensive database from which to
market, cross sell, up sell and analyze via relevant and timely
• Maintains a website designed to have a conversation with visitors
by delivering relevant dynamic content tailored to the visitor.
• Strategic positioning, value propositions that resonate, messaging
about the customer’s needs.
• Tactics that funnel large numbers of qualified leads who are
ready, willing and able to buy.
• Producing high value, useful, helpful marketing material, events
and activities engaging early in the purchasing process.
• Understands technology and fully leveraging technology for
efficient and scalable marketing teams and activities.
Six Essential Components
These are the six core components required to
implement Modern Marketing 2.0.
1. A formal marketing plan
2. Tech savvy/content savvy professional
marketer as the leader
3. Marketing integrated business culture
4. Modern technology and tools
5. Content based marketing strategy
6. Executive team sponsorship
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1. A formal marketing plan
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Every company should have a formal Business Plan which
contains a formal Marketing Plan. Sadly, most do not have
either. In order for any marketing strategy to work, including
Modern Marketing 2.0, the fundamental questions must be
addressed and will act as a basis for daily tactical and longer term
A Formal Marketing Plan includes these pieces:
1. Executive Summary
3. Objectives & Issues
4. Target Market Analysis
5. Marketing Strategy
6. Marketing Programs
7. Financial Plans
8. Measurement & Controls
2. A tech savvy, content savvy Marketing leader
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Modern Marketing 2.0 relies on modern technology. The two
primary pieces are Marketing Automation integrated with the
CRM tool. There are many types of technology available to the
modern marketer and it is essential to have a leader who is able
to assess the technology and make educated choices. Even
more important is a leader able to fully utilize the technology.
As discussed earlier, Modern Marketing 2.0 relies on developing
and distributing content that engages the target audience early
in the buying cycle. It is critically important that the leader
understands the underlying strategy and tactics of using the
expertise, experience and knowledge to engage.
Otherwise, you’ll just end up with a bunch more brochures and
It’s not enough for the leader to just know about the
technology, he should also know how it contributes to revenue
3. Marketing integrated business culture
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It’s tough for the CEO to take his lead marketer seriously. For
years he’s heard about clicks, likes and open rates silently
thinking to himself, “who cares?” Marketing has never shown
any real contribution. The CEO only sees Marketing as a line
item on the income statement under the ‘cost’.
It’s no wonder 80% of CEOs don’t trust marketers while 91% do
If your head marketer isn’t able or willing to show contribution to
the growth of your business, get rid of her. You need a Modern
Marketing 2.0 leader. The only way for this strategy to succeed is
to include the marketing leader at the strategic table. The
Marketing leader should be capable of contributing to the
business strategy, proving the value of his marketing strategy
and contributing innovative concepts to stay ahead of the
4. Modern technology & tools
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Chances are you do have a CRM in place to help track
opportunity pipeline and sales person performance. That’s a
good thing. You may even be shelling out thousands of dollars a
month on a MarketingAutomation Platform (MAP).
And, chances are also good that you have a number of other
platforms, software, SaaS, etc. scattered about in their
Modern marketing technology is essential for Modern Marketing
2.0 to achieve that double digit growth by taking market share
from your competitor. Even more important is full
implementation of the technology and even more important
than full implementation is full socialization within the global
Hint: Major mistake (among many when it comes to
technology) some companies make regarding marketing
automation is trying to centralize the use at a HQ location. Every
marketer should be a competent user of the MAP.
5. Content based marketing strategy
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Developing a content marketing strategy and executing on that strategy is
foundational to the success of Modern Marketing 2.0. It is difficult to do it
right, but the payoff is enormous.
The term ‘content marketing’ is approaching the iconic stage these days.
However, the term is poorly defined. If you got 10 marketers in a room and
asked each one to define content marketing, you’d get nearly 10
As an essential component of Modern Marketing 2.0, ‘content marketing’
means creating, distributing and measuring useful and helpful
papers, videos, FAQs, seminars, webinars, podcasts, et al. It does not mean
creating more product brochures. When thinking about ‘content’ in relation
to growing a business, remember, it’s not about the product it’s about
sharing expertise to help those in your target audience do better.
Make no mistake, content, as described herein, is the foundational element
of the Modern Marketing 2.0 strategy but it must be useful and helpful for
the people in the target market, not a list of why your firm and its products
are so great. Content marketing on its own is effective, but not nearly as
powerful as being integrated to a holistic Modern Marketing 2.0
Try to avoid wee-weeing all over yourself; ‘we do this’, ‘we are that’, ‘come
and look at our stuff’, ‘we’re a global leader’, ‘we are great’, ‘we have
6. ExecutiveTeam sponsorship
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There is a distinction between buy-in and sponsorship. It is
critically important for the executives in the C-suite to act as
sponsors and for the CEO to be the champion for the MM2.0
effort. Without high level sponsorship, it will be difficult to
All stakeholders must understand the MM2.0 concept and at
least buy in to a pilot program. Stakeholders may include:
• C-suite:CEO, COO, CFO, CIO
• Product development leaders
• Sales team leaders and members
• Marketing team
• Business management leaders
“Insanity is defined as doing the same thing over and
over again and expecting different results”
- Albert Einstein
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Who am I and why did I write this Manifesto?
Hello, my name is Bruce McDuffee. I help industrial companies increase their organic growth rates by creating
and implementing a marketing strategy built around the Knowledge Marketing framework.
I'm passionate about Knowledge Marketing simply because I know it works. It's an amazing way to go to
market and I want to share my expertise and knowledge with your team.
How do I know it works? As the Marketing Director of a global electronics manufacturing company, I
increased the AMER growth rate from 4% to 20% with this Knowledge Marketing framework. I was able to
work out most of the kinks, problems and issues in this test bed. Now I'm ready to help you realize
extraordinary growth in your manufacturing business. Are you ready?
At this point, you are either actively thinking WIIFM [what’s in it for me?]
Well, here’s what’s in it for you:
Rapid revenue growth rate – potentially tripling your recent growth rate.
Take market share from your laggardly competitors.
Convert your marketing team from a utilitarian cost center to a revenue engine for rapid growth.
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For more about me and
what I can do for you:
• FAQs about Bruce
• Visit the web site
• Send me an email
• Fill out a form
Ready to add 10%, 20% or 30% to your revenue?
If you answered 'yes', then let's get started:
• Step 1: Send me an email, fill out the contact form or call me at (303) 505-8009
and we'll schedule a 30 to 60 minute discovery call. (no charge for the discovery
• Step 2: If you like what we discuss and if you think your organization is ready to
increase growth and embrace the marketing function as a revenue engine. I'll
prepare a custom proposal for your review.
• Step 3: If you accept the proposal, we get to work. We agree on schedules and
resources. We dig into your current marketing plan, strategy, messaging, etc.
• Step 4: We set a plan of action and milestones (POA&M) and commence
building your plan based on the 3 step framework.
• Step 5: Watch your top line grow and reap the rewards.
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Call me to discuss, brainstorm or chat about Modern
Mobile phone: 303-505-8009 feel free to call during normal business hours
Website: Knowledge Marketing for Industry http://knowledgemktg.com/home.html
Blog: GrowYour Business with Knowledge Marketing http://knowledgemktg.com/blogs/
My LinkedIn Profile: http://www.linkedin.com/in/brucemcduffee/
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