Marke&ng	  is	  a	  Waste	  of	  Time	  –	  Focus	  on	  Business	  Development	  	  
Agenda	   •      Introduc&ons	   •      Today’s	  Business	  Development	  Environment	   •      The	  Perfect	  System	  ...
Who	  is	  this	  Dan	  Kraus	  guy?	            •  25	  year	  sales	  &	  marke&ng	  veteran 	  	                 –  9+	...
Leading	  Results	  Overview	   •  Instructors	  for	  the	  Sage	  Marke&ng	  Academy	   •  Marke&ng	  services	  firm	  –...
Leading	  Results	  Core	  Marke&ng	  Mantra	   •  Dont	  talk	  about	  the	  products	  you	  sell;	  talk	      about	 ...
77!            7                                                                                    SEVEN!                ...
customers want more participation and even control
relationships with media are more complex than ever
we want to do business with a person
expectations are higher
there’s no such thing as perfect
attention is the new scarcity
the MP3 is good enough
What	  this	  means…	        Interrup&on	  doesn’t	  work	  anymore;	  	             	  -­‐	  I	  want	  to	  find	  you	  ...
Business	  Development	  has	  fundamentally	  changed!	     From:	  Marke+ng	  and	       To:	  Educa+ng	  and	          ...
Defini&on	  of	  Business	  Development	  Know	     Like	     Trust	     TRY	     Buy	     Repeat	   Refer	  
Business	  Development	  (in	  the	  new	  world)	    isn’t	  hard,	  but	  it	  is	  complicated	  
Business has only two functions -- marketing and innovation.     - Peter Drucker
Business	  Development	  is	  your	   Company	  System	         1.    	  Strategy	  before	  tac&cs	         2.    	  Fill...
The Perfect                                         Prospects	  Can	  Find	                                               ...
The Perfect Business Development System      Prerequisites:      •  Clear Messaging      •  Consistent Shared Purpose     ...
Digital	  Flywheel	                                                       Prospects	  Can	  Find	                         ...
Strategy	  before	  tac&cs	  (founda&on)	  	        •  Define your Purpose      •  Narrow your focus      •  Differentiate...
Define	  your	  Purpose	  	  
Get	  to	  the	  Y	  
Narrow	  your	  focus	  	  
What	  is	  ideal?	         • Values you       •  Profitable       •  Refers	  
Ideal	  customer	         •  Demographics       •  Psychographics       •  Geographics       •  Behavior	  
Differen&ate	  and	  they’ll	  flock	  to	  you	  
AErac&on	  through	  Differen&a&on	   •  To	  a	  prospec&ve	  customer,	  it	  is	  not:	       »  Great	  service	       ...
What	  people	  really	  buy?	  	         •  Your unique product/service       •  Your unique process       •  Your unique...
How	  do	  you	  differen&ate	  ?	                                             Yes               Not
Ask	  Your	  Ideal	  Customers…	   •  What	  made	  you	  decide	  to	  hire	  us?	   •  What	  was	  the	  biggest	  prob...
Goal	  –	  A	  new	  way	  to	   express	  your	  value	  to	  your	   ideal	  client	  
The	  founda&on	  is	  built...	    •  You	  know	  why	  you	  are	  in	  business	    •  You	  have	  a	  difference	  yo...
Now	  to	  build	  the	  system…	                                                        Prospects	  Can	  Find	          ...
Defini&ons	  for	  Business	  Development	   •  Net	  New	  Prospects	       »  Outreach	  to	  a	  prospect	  you	  have	 ...
Hourglass	                   Know	                    Like	                   Trust	                    Try	              ...
Hourglass	  &	  Program	  Types	                 Know	                         Net	  New	                  Like	          ...
Hourglass	  &	  Program	  Types	                 Know	                         Net	  New	                  Like	          ...
Trial	              Know	                      Net	  New	                Like	                                           N...
The	  product/service	  mix	  strategy	   •  What	  is	  your	  free	  or	  trial	  offering?	       »  It	  is	  going	  t...
Step	  1	  –	  Helping	  prospects	  find	  you	    •  Net	  new	  lead	  genera&on	    •  Gesng	  found	  via	  search	   ...
Getting Found = Valued Content•  You need materials that Educate•  The problems you solve, packaged for   consumption
Content that builds trust•  Reviews•  Testimonials•  Personality•  Social media•  SEO oriented
Content that educates•  White papers•  Webinars•  FAQs•  Success stories•  About You
If you thinks its all about         content…
Next	  -­‐	  Nurture	  Your	  Prospects	      •  You’ve	  been	  found	      •  You’ve	  educated	      •  Some	  have	  b...
Why	  Nurture	  Ac&vi&es	  Are	  So	  Important	              Know	                            • Who	  and	  how	         ...
Consistency	  Counts	   How	  oQen?	   •  Once	  a	  month	  (average)	  BUT	      Vary	  the	  approach	  
Varied	  Tac&cs	  and	  Delivery	   Core	  Tac&cs	   •  NewsleEers	   •  Conversa&ons	  (phone	  &	  F2F)	   •  Webinars	 ...
1:1	  Offers	    •    Audits	  	    •    Evalua&ons	    •    Quotes	    •    Custom	  reports	  or	  analysis	  	    •    M...
Exis+ng	  Customers	  –	  buy	  again	  &	  refer	    •  Create	  customer	  delight	    •  Systema&cally	  gather	  and	 ...
Get	  the	  flywheel	  going…	                                                       Prospects	  Can	  Find	               ...
Manage	  the	  Beast	       Again…	  This	  isn’t	  hard,	  but	  it	  is	  complicated	  
#1	  Fill	  the	  Hourglass	                      Know	                                       • Ar&cles	  you	  have	  wri...
#2	  –	  What	  are	  You	  Talking	  About?	    •  What	  problems	  do	  you	  solve?	    •  What	  do	  you	  do	  REMA...
#3	  –	  Create	  Time	  &	  Space	    •  You	  have	  to	  create	  &me/     resources	  for	  business	       developmen...
#4	  -­‐	  Use	  a	  calendar	  
Live	  by	  the	  Calendar	    •  Quarterly	  or	  Monthly	  themes	    •  Weekly	  ac&ons	  &	  Deadlines	    •  Daily	  ...
Summary	   •  Build	  a	  strong	  founda&on	       »  Core	  messaging,	  ideal	  customer,	  why	  you	  are	  in	      ...
Result	      Ultimately, an effective system    eliminates the need to compete on    price.          Offer	  #1	           ...
Offer	  #2	    •  Hour	  Glass	  Audit	        »  You	  complete	  our	  ques&onnaire	        »  We	  spend	  an	  hour	  o...
We help small businesses stop wasting money on marketing                 Thank	  You	  &	  Ques+ons                       ...
Marketing is a waste of time – focus on business development
Marketing is a waste of time – focus on business development
Marketing is a waste of time – focus on business development
Upcoming SlideShare
Loading in …5
×

Marketing is a waste of time – focus on business development

539 views

Published on

Presentation delivered at SageSummit 2012.

Published in: Business, News & Politics
  • Be the first to comment

Marketing is a waste of time – focus on business development

  1. 1. Marke&ng  is  a  Waste  of  Time  –  Focus  on  Business  Development    
  2. 2. Agenda   •  Introduc&ons   •  Today’s  Business  Development  Environment   •  The  Perfect  System   •  Star&ng  with  a  strong  founda&on   •  AErac&on   •  Approaching  New  Clients   •  Crea&ng  a  perpetual  flywheel   •  Managing  it  all    
  3. 3. Who  is  this  Dan  Kraus  guy?   •  25  year  sales  &  marke&ng  veteran     –  9+  years  with  Great  Plains  SoQware  (‘89-­‐’98)   –  6+  years  with  SAP  (‘03-­‐’09)   –  Allaire   –  Macromedia   –  Infinium  SoQware   –  ADP,  Con&nental  Cable  (Comcast)   •  Founded  3  companies   •  UMASS  Amherst,  Marke&ng  
  4. 4. Leading  Results  Overview   •  Instructors  for  the  Sage  Marke&ng  Academy   •  Marke&ng  services  firm  –  coaching  and  consul&ng     »  1:1  Coaching,  Group  Coaching   »  Frac&onal  VP  of  Marke&ng   »  Social  Media  Coaching  and  Learning   »  Referral  Marke&ng  Coaching  and  Classes   •  Authorized  Duct  Tape  Marke&ng  coaches   •  Offices  in  CharloEe,  Boston,  Philadelphia,  So.  Cal.   •  Clients  throughout  North  America   •  We  help  our  clients  stop  was&ng  money  on  marke&ng  that   does  not  create  results  
  5. 5. Leading  Results  Core  Marke&ng  Mantra   •  Dont  talk  about  the  products  you  sell;  talk   about  the  problems  you  solve.       •  Then  talk  about  the  remarkably  different  way   that  I  will  experience  working  with  you  as  you   solve  those  problems.     •  Be  sure  you  tell  me  what  I  get;  NOT  what  you   do.    Because  I  dont  have  &me  to  figure  out  if   what  I  need  is  what  you  do.    
  6. 6. 77! 7 SEVEN! VII SOURCE: edwardboches, chief creative officer, chief social media officer at Mullen
  7. 7. customers want more participation and even control
  8. 8. relationships with media are more complex than ever
  9. 9. we want to do business with a person
  10. 10. expectations are higher
  11. 11. there’s no such thing as perfect
  12. 12. attention is the new scarcity
  13. 13. the MP3 is good enough
  14. 14. What  this  means…   Interrup&on  doesn’t  work  anymore;      -­‐  I  want  to  find  you  when  I  need  you    -­‐  I  want  you  to  work  my  way    -­‐  I  will  always  have  other  op&ons  
  15. 15. Business  Development  has  fundamentally  changed!   From:  Marke+ng  and   To:  Educa+ng  and   Selling   Assis+ng   Print  Ads   Blogs,  e-­‐books,    white  papers   Radio  Ads   Podcasts   Television  Ads   Videos   Tradeshows   Webinars   Cold  Calling   Search  Engine  Op&miza&on   E-­‐mail  Blasts   RSS,  Feeds  
  16. 16. Defini&on  of  Business  Development  Know   Like   Trust   TRY   Buy   Repeat   Refer  
  17. 17. Business  Development  (in  the  new  world)   isn’t  hard,  but  it  is  complicated  
  18. 18. Business has only two functions -- marketing and innovation. - Peter Drucker
  19. 19. Business  Development  is  your   Company  System   1.   Strategy  before  tac&cs   2.   Fill  your  hourglass   3.   Publish  educa&onal  content   4.   Create  a  total  web  presence     5.   Use  a  lead  genera&on  trio   6.   Selling  Transformed  to  Assist   7.   Live  by  the  calendar    
  20. 20. The Perfect Prospects  Can  Find   You   Business Happy  customers   Valuable  content  Development and  partners  refer   new  prospects   drives  interac&on   System Exis&ng  customer   Engagement  with   marke&ng  drive   prospects   repeat  purchases     Some  Nurture   Some  Prospects   Prospects  Buy   Buy   Nurture  Programs   for  those  who   don’t   Founda&on  
  21. 21. The Perfect Business Development System Prerequisites: •  Clear Messaging •  Consistent Shared Purpose •  Defined Ideal Customer Profile •  CRM System Integrated with •  Website •  Email Marketing Engine •  Customer Service Systems incl. Phone
  22. 22. Digital  Flywheel   Prospects  Can  Find   You   Blog   Happy  customers   Valuable  content   and  partners  refer   drives  interac&on   new  prospects   Facebook   LinkedIN   Fan  Page   Exis&ng  customer   marke&ng  drive   Web   Engagement  with   repeat  purchases   PR   Site   prospects   2-­‐Step   Mktg   Some  Nurture   Some  Prospects   Prospects  BOutbound     uy   TwiEer   Buy   Nurture  Programs   for  those  who   don’t  
  23. 23. Strategy  before  tac&cs  (founda&on)     •  Define your Purpose •  Narrow your focus •  Differentiate and dominate
  24. 24. Define  your  Purpose    
  25. 25. Get  to  the  Y  
  26. 26. Narrow  your  focus    
  27. 27. What  is  ideal?   • Values you •  Profitable •  Refers  
  28. 28. Ideal  customer   •  Demographics •  Psychographics •  Geographics •  Behavior  
  29. 29. Differen&ate  and  they’ll  flock  to  you  
  30. 30. AErac&on  through  Differen&a&on   •  To  a  prospec&ve  customer,  it  is  not:   »  Great  service   •  They  haven’t  worked  with  you  yet   »  Length  of  &me  in  business   •  But  it  might  be  similar  customers  you’ve  served  over  all   those  years   »  How  well  trained  your  staff  is   •  Cer&fica&ons  &  training  are  the  entry  &cket  
  31. 31. What  people  really  buy?     •  Your unique product/service •  Your unique process •  Your unique experience •  Your unique people •  Your unique guarantee •  Your unique packaging/delivery …..Against a problem Its not about the products you sell, its about the problems you solve!
  32. 32. How  do  you  differen&ate  ?   Yes Not
  33. 33. Ask  Your  Ideal  Customers…   •  What  made  you  decide  to  hire  us?   •  What  was  the  biggest  problem  we  solved?   •  What  that  we  do  is  of  the  most  value?     •  What’s  one  thing  we  do  beEer?   •  What  could  we  do  beEer?   •  What  would  you  Google?   •  Would  you  refer  us  (and  what  do  you  say)?   ….What  themes  emerge?  
  34. 34. Goal  –  A  new  way  to   express  your  value  to  your   ideal  client  
  35. 35. The  founda&on  is  built...   •  You  know  why  you  are  in  business   •  You  have  a  difference  you  can  talk  about  that   maEers  to  your  ideal  customer   •  You  understand  the  problems  you  solve  for   your  ideal  customers   •  You  care  about  repeat  customers  
  36. 36. Now  to  build  the  system…   Prospects  Can  Find   You   Happy  customers   Valuable  content   and  partners  refer   drives  interac&on   new  prospects   Exis&ng  customer   Engagement  with   marke&ng  drive   prospects   repeat  purchases     Some  Nurture   Some  Prospects   Prospects  Buy   Buy   Nurture  Programs   for  those  who   don’t  
  37. 37. Defini&ons  for  Business  Development   •  Net  New  Prospects   »  Outreach  to  a  prospect  you  have  never  had  a  “conversa&on”   with     •  Nurture   »  Regular  outreach  to  prospects  you  have  had  a  “conversa&on”   with   •  Current  Customer   »  Outreach  to  customers  who  have  spent  money  with  you  before   •  Referral  Marke&ng   »  Gesng  a  name  and  introduc&on  (implied  or  real)  from  another   that  has  a  trusted  rela&onship  with  both  par&es   •  PR  &  Community   »  Press  or  speaking  ac&vi&es  that  get  your  name  in  the  public   domain  
  38. 38. Hourglass   Know   Like   Trust   Try   Buy   Repeat   Refer  
  39. 39. Hourglass  &  Program  Types   Know   Net  New   Like   Nurture   Trust   Try   PR  &  Community   Buy   Repeat   Current  Customer   Refer   Referral  
  40. 40. Hourglass  &  Program  Types   Know   Net  New   Like   Nurture   Trust   Try   PR  &  Community   Buy   Repeat   Current  Customer   Refer   Referral  
  41. 41. Trial   Know   Net  New   Like   Nurture   Trust   Try   Try   PR  &  Community   Buy   Repeat   Current  Customer   Refer   Referral  
  42. 42. The  product/service  mix  strategy   •  What  is  your  free  or  trial  offering?   »  It  is  going  to  happen  (like  it  or  not)   »  Be  prepared   »  Think  services,  not  products  
  43. 43. Step  1  –  Helping  prospects  find  you   •  Net  new  lead  genera&on   •  Gesng  found  via  search   •  Referral  through  Alliance  Partners  
  44. 44. Getting Found = Valued Content•  You need materials that Educate•  The problems you solve, packaged for consumption
  45. 45. Content that builds trust•  Reviews•  Testimonials•  Personality•  Social media•  SEO oriented
  46. 46. Content that educates•  White papers•  Webinars•  FAQs•  Success stories•  About You
  47. 47. If you thinks its all about content…
  48. 48. Next  -­‐  Nurture  Your  Prospects   •  You’ve  been  found   •  You’ve  educated   •  Some  have  bought   ….  What  do  we  do  with  the  ones  that  didn’t?  
  49. 49. Why  Nurture  Ac&vi&es  Are  So  Important   Know   • Who  and  how   • Ads   • Referrals   Like   • Web  site/blog   • Recep&on   • NewsleEer   Trust   • Search   • Expert  content   • Sales  presenta&on   Try   • Webinar   • Evalua&on   • Nurturing   Buy   • Service  team   • New  customer  kit   • Finance/delivery   Repeat   • Post  project  survey   • Cross  selling   • Quarterly  events   Refer   • Results  reviews   • Partner  intros   • Peer2peer  events   ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  50. 50. Consistency  Counts   How  oQen?   •  Once  a  month  (average)  BUT   Vary  the  approach  
  51. 51. Varied  Tac&cs  and  Delivery   Core  Tac&cs   •  NewsleEers   •  Conversa&ons  (phone  &  F2F)   •  Webinars     •  1:1  Value  Offers    
  52. 52. 1:1  Offers   •  Audits     •  Evalua&ons   •  Quotes   •  Custom  reports  or  analysis     •  Market  Comparison  
  53. 53. Exis+ng  Customers  –  buy  again  &  refer   •  Create  customer  delight   •  Systema&cally  gather  and  track  informa&on   •  Communicate  regularly   •  Treat  customers  as  good  or  beEer  than   prospects   •  Follow-­‐up  
  54. 54. Get  the  flywheel  going…   Prospects  Can  Find   You   Blog   Happy  customers   Valuable  content   and  partners  refer   drives  interac&on   new  prospects   Facebook   LinkedIN   Fan  Page   Exis&ng  customer   marke&ng  drive   Web   Engagement  with   repeat  purchases   PR   Site   prospects   2-­‐Step   Ads   Some  Nurture   Some  Prospects   Prospects  BOutbound     uy   TwiEer   Buy   Nurture  Programs   for  those  who   don’t  
  55. 55. Manage  the  Beast   Again…  This  isn’t  hard,  but  it  is  complicated  
  56. 56. #1  Fill  the  Hourglass   Know   • Ar&cles  you  have  wriEen  or  find  valuable   • Paid  Marke&ng  (2  step)   • Referrals   Like   • Web  site  &  Social  Media   • Response/recep&on/voicemail   • NewsleEer   Trust   • Marke&ng  kit   • Value  added  content   • Tes&monials  &  Videos   Try   • Services   • Detailed  Evalua&on   • “Small”  Products   Buy   • Service  team   • New  customer  kit   • Finance/delivery   Repeat   • Post  project  survey   • Cross  selling   • Quarterly  events   Refer   • Results  reviews   • Joint  marke&ng  introduc&ons   • Peer2peer  events   ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  57. 57. #2  –  What  are  You  Talking  About?   •  What  problems  do  you  solve?   •  What  do  you  do  REMARKABLY  well?   •  What  do  your  customers  and  prospects  really   care  about?   Set up 4 or 5 Themes
  58. 58. #3  –  Create  Time  &  Space   •  You  have  to  create  &me/ resources  for  business   development   »  Block  an  hour  a  day   »  Hire  someone   »  Recognize  you  can’t  do   everything  at  once  and  set   goals   »  Ac&on  begets  ac&vity  
  59. 59. #4  -­‐  Use  a  calendar  
  60. 60. Live  by  the  Calendar   •  Quarterly  or  Monthly  themes   •  Weekly  ac&ons  &  Deadlines   •  Daily  appointments  
  61. 61. Summary   •  Build  a  strong  founda&on   »  Core  messaging,  ideal  customer,  why  you  are  in   business   •  Content  is  KING   •  Know-­‐Like-­‐Trust-­‐Try-­‐Buy-­‐Repeat-­‐Refer   »  It  is  a  process  –  a  BUYING  process   •  Social  Media  is  a  amplfier/flywheel   •  You  need  a  system  to  manage  it  consistently  
  62. 62. Result   Ultimately, an effective system eliminates the need to compete on price. Offer  #1     Complete  the  evalua&on,   get  the  slides  
  63. 63. Offer  #2   •  Hour  Glass  Audit   »  You  complete  our  ques&onnaire   »  We  spend  an  hour  or  so  with  you  to   review  your  approach  against  the  Hour   Glass   »  We’ll  provide  you  with  a  blank  copy  of   this  calendar  template     Check  the  box  for  the  free  45  minute  business   evalua.on    
  64. 64. We help small businesses stop wasting money on marketing Thank  You  &  Ques+ons   Please  take  a  moment  to  complete  the  post   presenta&on  evalua&on   Contact UsWeb: www.leadingresults.comEmail: info@LeadingResults.comPhone: 888-717-1715Twitter: @LeadingResults ; @LauraBLorenzFaceBook: facebook.com/leadingresults

×