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1. How to create
A simple marketing machine

2. Your Marketing Machine
Core
Offering
Lead
Magnet
Prospecting
Engagement

3. Core Offering

4. Creating a Core Offering
1. Find your “Blue Ocean”
2. Define your value
3. Package your skills

5. “The only way to beat the
competition is to stop trying
to beat the competition.
— Renee Mauborgne & W. Chan Kim,
Blue Ocean Strategy

6. Red vs Blue
Red Ocean Strategy Blue Ocean Strategy
Compete in existing market space Create uncontested market space
Beat the competition Make the competition irrelevant
Exploit existing demand Create and capture new demand
Make the value-cost trade-off Break the value-cost trade-off
Align the whole system of a firm’s
activities with its strategic choice of
differentiation or low cost
Align the whole system of a firm’s
activities in pursuit of differentiation
and low cost
vs

7. Define Your Value
● Present Features and Benefits
● Make a value promise
● Use unique language

8. Benefits and Features
Your brand is less about features and more about benefits

9. Define Your Value
● Products and Services
● Pain Relievers
● Gain Creators

10. Map to a Customer Profile
● Customer Jobs
● Customer Pains
● Customer Gains

11. Map to a Customer Profile

12. Core Offering Value Proposition

13. Prospecting Channels

14. Prospecting
1. Capture content
2. Share on social
3. The 80/20 Rule

15. Capture content
● Define your keywords
● Deliver insight
● Single action content

16. Find 10 Keywords
• Clients
• Competitor
• Area of Expertise
• Voice Search

17. Respect Attention Spans
Average human
attention span
in 2015:
8.25
seconds
Average goldfish
attention span
in 2015:
9
seconds

18. Establish a Platform Stack
● Choose a primary source
to fill your prospect pool
● Choose secondary platforms
and automate publishing

19. Facebook Platform Stack

20. LinkedIn Platform Stack

21. Respect Attention Spans
● Make the invitation clear
● Ask for as little as possible
● Provide clear directions
and easy-to-follow pathways

23. 80/20 Rule
80% interesting sharable content
20%
direct calls-to-action
for your brand

24. Lead Magnet

25. Lead Magnets
1. Offer real value
2. Gate your content
3. Keep the barrier to entry low

26. Offer Real Value
● Solves a real problem
● Promises one quick win
● Super specific
● Quick to digest
● Demonstrates your expertise
or UVP

27. Pick a Product Type That Makes Sense
● Newsletter
● Checklist
● Template
● Toolkit
● Resource
List
● Calendar
● Planner
● Worksheet
● Inspirations
● Calculator
● Spreadsheet
● Tutorial
● eBook
● Guide
● Infographic
● Video
● Webinar
● Email Course
● Quiz
● Survey
● Case Studies
● Cheat Sheet

28. Gate your content
Gated Content (n):
Any content (whitepapers, videos, ebooks) that requires a
subscription or action before it is accessed

29. Pick a product type that makes sense
80%
of B2B Marketing
Assets are gated

30. Keep the Barrier to Entry Low
The more information you ask for,
the less people will take you up on
your offer

34. Engagement

35. Engagement
1. Get permission
2. Drip on your prospects
3. Get personal

36. Get Permission
Be upfront with what you plan to do

37. Permission Marketing...offers the
consumer an opportunity to volunteer
to be marketed to. By talking only to
volunteers, Permission Marketing
guarantees that consumers pay more
attention to the marketing messages.
— Seth Godin, Author of Permission Marketing
“

38. Segmented campaigns
Segmented
and targeted
emails generate 58%
of all revenue.

39. Continued value
78% of consumers
See quality content as
evidence you are interested in
building good relationships

40. Drip on Your Prospects
● Newsletter
● Targeted Campaigns
● Calls
● Social interactions
● In-person meetings

41. Get Personal
Automated messages are
good, but people can sense
when something is not
personal.
Give them a chance to get
to know you.

42. Your Marketing Machine
Core
Offering
Lead
Magnet
Prospecting
Engagement

71. Call today!
888-379‑5724