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SMALL BUDGET.
BIG MARKETING.
JEFF PERKINS
IZENDA USER CONFERENCE
JANUARY 2016
@jeffperkins8 #IZENDACONF2017
@jeffperkins8 #IZENDACONF2017
WHERE I’VE WORKED
@jeffperkins8 #IZENDACONF2017
LIFE CAN BE PRETTY GOOD AT BIG
COMPANIES
AutoTrader 2012 Annual Meeting
@jeffperkins8 #IZENDACONF2017
“I REALLY WANT TO BE A BIG
COMPANY GUY MY ENTIRE
CAREER.”
-SAID NO ONE EVER
@jeffperkins8 #IZENDACONF2017
“I WANT TO DO SOMETHING
MORE ENTREPRENEURIAL.”
-SAID EVERYONE EVER
@jeffperkins8 #IZENDACONF2017
I WENT FROM THIS...
@jeffperkins8 #IZENDACONF2017
TO THIS.
@jeffperkins8 #IZENDACONF2017
9 WAYS TO MAKE A BIG
IMPACT WITH A SMALL
BUDGET
@jeffperkins8 #IZENDACONF2017
1. BUILD A STACK
@jeffperkins8 #IZENDACONF2017
THERE’S NOTHING AUTOMATED
ABOUT MARKETING
@jeffperkins8 #IZENDACONF2017
YOU DON’T NEED A
TECH STACK.
YOU NEED A
PEOPLE STACK.
@jeffperkins8 #IZENDACONF2017
“I noticed that the dynamic range
between what an average
person could accomplish and
what the best person could
accomplis...
THE PEOPLE STACK INCLUDES
YOUR AGENCY NETWORK
@jeffperkins8 #IZENDACONF2017
BEWARE THE AGENCY RETAINER!
@jeffperkins8 #IZENDACONF2017
WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING
YOU CAN’T DO.
@jeffperkins8 #IZENDACONF2017
2. POUR A STRONG
FOUNDATION
@jeffperkins8 #IZENDACONF2017
BUYERS ARE 70% OF THE WAY
THROUGH THE PURCHASE
PROCESS BEFORE ENGAGING A
SALES REP
@jeffperkins8 #IZENDACONF2017
IF YOU ARE WEAK ONLINE, YOU WILL BE
WEAK OFFLINE
@jeffperkins8 #IZENDACONF2017
3. THE IMPORTANCE OF
FOCUS
@jeffperkins8 #IZENDACONF2017
DO WE REALLY NEED A NEW
BRAND???
@jeffperkins8 #IZENDACONF2017
YOU CAN DO ANYTHING,
BUT YOU CAN’T DO
EVERYTHING.
@jeffperkins8 #IZENDACONF2017
WE ARE LOSING DEALS BECAUSE OF
_____________.
FOCUS 100% ON FIXING THE “BLANK”
WE ARE NOT GROWING REVENUE
FASTER BECAUSE O...
4. MAXIMIZE LIMITED
RESOURCES
@jeffperkins8 #IZENDACONF2017
SMALL COMPANIES CAN’T
AFFORD TO SPRAY AND PRAY
@jeffperkins8 #IZENDACONF2017
FIND THE WATERING HOLES
@jeffperkins8 #IZENDACONF2017
DON’T PAY FOR THINGS YOU CAN
DO FOR FREE
@jeffperkins8 #IZENDACONF2017
5. BE A DATA NERD
@jeffperkins8 #IZENDACONF2017
testing
T
@jeffperkins8 #IZENDACONF2017
TRACK & MEASURE EVERYTHING
@jeffperkins8 #IZENDACONF2017
DRIVE HIGHER CONVERSIONS
@jeffperkins8 #IZENDACONF2017
6. GET YOUR NAME OUT
THERE
@jeffperkins8 #IZENDACONF2017
APPLY FOR EVERY AWARD YOU
CAN
@jeffperkins8 #IZENDACONF2017
MEET THE PRESS
@jeffperkins8 #IZENDACONF2017
7. THINK BIG
@jeffperkins8 #IZENDACONF2017
@jeffperkins8 #IZENDACONF2017
QUALITY JAM
• 200+ attendees
• 77% rated the event
“very good” or
“excellent”
• 90% plan to attend next
year
@jeffperkins8...
CONTENT
LIVES ON
AFTER THE
EVENT
@jeffperkins8 #IZENDACONF2017
8. BE THE BRAND
@jeffperkins8 #IZENDACONF2017
YOU ARE THE CHIEF
KOOL-AID DRINKER
@jeffperkins8 #IZENDACONF2017
IF SOMEONE MESSES WITH
YOUR BRAND, WHAT DO YOU
DO?
@jeffperkins8 #IZENDACONF2017
@jeffperkins8 #IZENDACONF2017
SHOW TWITTER BATTLE
@jeffperkins8 #IZENDACONF2017
@jeffperkins8 #IZENDACONF2017
@jeffperkins8 #IZENDACONF2017
9. WHAT WOULD
SPRINGSTEEN DO?
@jeffperkins8 #IZENDACONF2017
“GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS
HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE,
AND OF ACTI...
TOP GROSSING CONCERTS OF
2016
@jeffperkins8 #IZENDACONF2017
@jeffperkins8 #IZENDACONF2017
1. BUILD A STACK
2. POUR A STRONG FOUNDATION
3. FOCUS
4. MAXIMIZE LIMITED RESOURCES
5. BE A DATA NERD
6. GET YOUR NAME OUT...
@jeffperkins8 #IZENDACONF17
THANK YOU!
Jeff Perkins
CMO
QASymphony
jeffperkins@qasymphony.com
@jeffperkins8
https://www.li...
Small Budget. Big Marketing. Izenda User Conference - Jan 2017
Small Budget. Big Marketing. Izenda User Conference - Jan 2017
Small Budget. Big Marketing. Izenda User Conference - Jan 2017
Small Budget. Big Marketing. Izenda User Conference - Jan 2017
Small Budget. Big Marketing. Izenda User Conference - Jan 2017
Small Budget. Big Marketing. Izenda User Conference - Jan 2017
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Small Budget. Big Marketing. Izenda User Conference - Jan 2017

When you're a small company with small marketing budgets, how do you make a big impact? In this presentation, I offer 9 tips on how to do a lot with a little.

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Small Budget. Big Marketing. Izenda User Conference - Jan 2017

  1. 1. SMALL BUDGET. BIG MARKETING. JEFF PERKINS IZENDA USER CONFERENCE JANUARY 2016 @jeffperkins8 #IZENDACONF2017
  2. 2. @jeffperkins8 #IZENDACONF2017
  3. 3. WHERE I’VE WORKED @jeffperkins8 #IZENDACONF2017
  4. 4. LIFE CAN BE PRETTY GOOD AT BIG COMPANIES AutoTrader 2012 Annual Meeting @jeffperkins8 #IZENDACONF2017
  5. 5. “I REALLY WANT TO BE A BIG COMPANY GUY MY ENTIRE CAREER.” -SAID NO ONE EVER @jeffperkins8 #IZENDACONF2017
  6. 6. “I WANT TO DO SOMETHING MORE ENTREPRENEURIAL.” -SAID EVERYONE EVER @jeffperkins8 #IZENDACONF2017
  7. 7. I WENT FROM THIS... @jeffperkins8 #IZENDACONF2017
  8. 8. TO THIS. @jeffperkins8 #IZENDACONF2017
  9. 9. 9 WAYS TO MAKE A BIG IMPACT WITH A SMALL BUDGET @jeffperkins8 #IZENDACONF2017
  10. 10. 1. BUILD A STACK @jeffperkins8 #IZENDACONF2017
  11. 11. THERE’S NOTHING AUTOMATED ABOUT MARKETING @jeffperkins8 #IZENDACONF2017
  12. 12. YOU DON’T NEED A TECH STACK. YOU NEED A PEOPLE STACK. @jeffperkins8 #IZENDACONF2017
  13. 13. “I noticed that the dynamic range between what an average person could accomplish and what the best person could accomplish was 50 or 100 to 1... A small team of A+ players can run circles around a giant team of B and C players.” –Jay Elliott, Leading Apple with Steve Jobs @jeffperkins8 #IZENDACONF2017
  14. 14. THE PEOPLE STACK INCLUDES YOUR AGENCY NETWORK @jeffperkins8 #IZENDACONF2017
  15. 15. BEWARE THE AGENCY RETAINER! @jeffperkins8 #IZENDACONF2017
  16. 16. WHEN YOU HAVE THE RIGHT TEAM, THERE’S NOTHING YOU CAN’T DO. @jeffperkins8 #IZENDACONF2017
  17. 17. 2. POUR A STRONG FOUNDATION @jeffperkins8 #IZENDACONF2017
  18. 18. BUYERS ARE 70% OF THE WAY THROUGH THE PURCHASE PROCESS BEFORE ENGAGING A SALES REP @jeffperkins8 #IZENDACONF2017
  19. 19. IF YOU ARE WEAK ONLINE, YOU WILL BE WEAK OFFLINE @jeffperkins8 #IZENDACONF2017
  20. 20. 3. THE IMPORTANCE OF FOCUS @jeffperkins8 #IZENDACONF2017
  21. 21. DO WE REALLY NEED A NEW BRAND??? @jeffperkins8 #IZENDACONF2017
  22. 22. YOU CAN DO ANYTHING, BUT YOU CAN’T DO EVERYTHING. @jeffperkins8 #IZENDACONF2017
  23. 23. WE ARE LOSING DEALS BECAUSE OF _____________. FOCUS 100% ON FIXING THE “BLANK” WE ARE NOT GROWING REVENUE FASTER BECAUSE OF ___________. @jeffperkins8 #IZENDACONF2017
  24. 24. 4. MAXIMIZE LIMITED RESOURCES @jeffperkins8 #IZENDACONF2017
  25. 25. SMALL COMPANIES CAN’T AFFORD TO SPRAY AND PRAY @jeffperkins8 #IZENDACONF2017
  26. 26. FIND THE WATERING HOLES @jeffperkins8 #IZENDACONF2017
  27. 27. DON’T PAY FOR THINGS YOU CAN DO FOR FREE @jeffperkins8 #IZENDACONF2017
  28. 28. 5. BE A DATA NERD @jeffperkins8 #IZENDACONF2017
  29. 29. testing T @jeffperkins8 #IZENDACONF2017
  30. 30. TRACK & MEASURE EVERYTHING @jeffperkins8 #IZENDACONF2017
  31. 31. DRIVE HIGHER CONVERSIONS @jeffperkins8 #IZENDACONF2017
  32. 32. 6. GET YOUR NAME OUT THERE @jeffperkins8 #IZENDACONF2017
  33. 33. APPLY FOR EVERY AWARD YOU CAN @jeffperkins8 #IZENDACONF2017
  34. 34. MEET THE PRESS @jeffperkins8 #IZENDACONF2017
  35. 35. 7. THINK BIG @jeffperkins8 #IZENDACONF2017
  36. 36. @jeffperkins8 #IZENDACONF2017
  37. 37. QUALITY JAM • 200+ attendees • 77% rated the event “very good” or “excellent” • 90% plan to attend next year @jeffperkins8 #IZENDACONF2017
  38. 38. CONTENT LIVES ON AFTER THE EVENT @jeffperkins8 #IZENDACONF2017
  39. 39. 8. BE THE BRAND @jeffperkins8 #IZENDACONF2017
  40. 40. YOU ARE THE CHIEF KOOL-AID DRINKER @jeffperkins8 #IZENDACONF2017
  41. 41. IF SOMEONE MESSES WITH YOUR BRAND, WHAT DO YOU DO? @jeffperkins8 #IZENDACONF2017
  42. 42. @jeffperkins8 #IZENDACONF2017
  43. 43. SHOW TWITTER BATTLE @jeffperkins8 #IZENDACONF2017
  44. 44. @jeffperkins8 #IZENDACONF2017
  45. 45. @jeffperkins8 #IZENDACONF2017
  46. 46. 9. WHAT WOULD SPRINGSTEEN DO? @jeffperkins8 #IZENDACONF2017
  47. 47. “GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE, AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE SPRINGSTEEN @jeffperkins8 #IZENDACONF2017
  48. 48. TOP GROSSING CONCERTS OF 2016 @jeffperkins8 #IZENDACONF2017
  49. 49. @jeffperkins8 #IZENDACONF2017
  50. 50. 1. BUILD A STACK 2. POUR A STRONG FOUNDATION 3. FOCUS 4. MAXIMIZE LIMITED RESOURCES 5. BE A DATA NERD 6. GET YOUR NAME OUT THERE 7. THINK BIG 8. BE THE BRAND 9. WHAT WOULD SPRINGSTEEN DO? 9 WAYS TO MAKE A BIG IMPACT ON A SMALL BUDGET @jeffperkins8 #IZENDACONF2017
  51. 51. @jeffperkins8 #IZENDACONF17 THANK YOU! Jeff Perkins CMO QASymphony jeffperkins@qasymphony.com @jeffperkins8 https://www.linkedin.com/in/jeffperkins1 singlemindedproposition.com @jeffperkins8 #IZENDACONF2017

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