The	  Marke)ng	  Assessment:	  	  How	  to	  Use	  Marke-ng	  Score	  to	  Build	  Campaigns,	     Allocate	  Resources	  ...
Meet	  the	  Team	  Paul	  Roetzer	  @PaulRoetzer	  founder	  &	  CEO,	  PR	  20/20	  author,	  The	  Marke)ng	  Agency	  ...
The	  Origins	      @PaulRoetzer	     #Marke-ngScore	  
PR	  20/20	  Marke-ng	  Survey	       175+	  audits	  completed	  
challenges	  with	  the	  current	  process	  ‣ Time	  intensive	  to	  turn	  responses	  into	  ac-onable	  intelligence...
A	  More	  Intelligent	  Process	  &	  PlaLorm	  subjec)ve	  analysis.	  assessment	  scoring.	  automated	  recommenda)on...
Marke)ng	  Score	  (@MKTScore)	  is	  a	  free	  online	  tool	  that	  assesses	  the	  strength	  of	  business	  and	  ...
1.	  Build	  Your	  Profile	  ‣ Contact	  informa-on	  ‣ Business	  &	  marke-ng	  basics	  ‣ Financial	  ‣ Marke-ng	  goal...
2.	  Rate	  Your	  Marke)ng	  ‣ Subjec-ve	  analysis	  ‣ Internal	  stakeholders	  ‣ 10	  sec-ons	  ‣ 132	  factors	  ‣ 0-...
Marke-ng	  Score	                                       core	  principle	             Every	  element	  of	  an	  organiza...
assets	  vs.	  escalators	  ‣ Assets	  =	  Strengths	  that	  can	  accelerate	  marke*ng	  success.	  ‣ Escalators	  =	  ...
Every	  organiza-on	  should	  be	  focused	  on	  building	  assets	  that	  can	  be	  leveraged	  to	  accelerate	  suc...
3.	  Review	  Your	  Report	  
Marke-ng	  Score	  forecas)ng	  poten)al	  &	  aligning	  expecta)ons	  ‣ Founda)on:	  What	  is	  the	  strength	  of	  t...
builders	  vs.	  drivers	  ‣ Builders	  are	  founda)onal	  projects	  (website,	    brand	  posi-oning,	  collateral)	  a...
4.	  Improve	  Your	  Performance	       ‣ Technology	     ‣ Talent	       ‣ Processes	      ‣ Budgets	       ‣ Partners	 ...
<marke)ng	  intelligence	  engine>	  ‣ Ra-ngs	  are	  used	  to	  generate	  automated	  recommenda)ons.	  ‣ Profiles	  and...
<marke)ng	  intelligence	  engine>	  
what’s	  the	  roadmap?	  ‣ Online	  educa-on	  and	  resources	  ‣ Automated	  recommenda-ons	  ‣ Company	  profiles	  ‣ N...
Perform	  a	  Marke-ng	  Score	  Assessment	                       @PaulRoetzer	                      #Marke-ngScore	  
Meet	  Social	  Business	  Unlimited	  (SBU)	  —	  	       A	  Hypothe-cal	  B2B	  Company	  
Key	  Findings	  ‣ With	  weak	  customer	  (4)	  and	  lead	  databases	  (4),	  and	  low	  brand	                 aware...
Key	  Findings	  ‣ SBU	  is	  heavily	  reliant	  on	  outbound	  sales.	  This	  presents	  a	  lot	  of	                ...
Key	  Findings	  ‣ Immediate	  opportuni-es	  to	    improve	  brand	  awareness	    through	  integrated	  content,	  soc...
Key	  Findings	  ‣ Suppor-ng/improving	  conversion	  rates	  and	  sales	  efficiency	  is	    possible	  in	  the	  short	...
Marke-ng	  Score	     gain	  perspec)ve	  from	  mul)ple	  sources	  CMO	  sec*on	  score	  =	  62%	  vs.	  CEO	  sec*on	 ...
Conduct	  Discovery	  Research	                @PaulRoetzer	               #Marke-ngScore	  
Highly Discovery	  Process	           The	  Competitive Market‣ Gain	  further	  insight	  through	  a	  custom	  audit.	 ...
sample	  follow-­‐up	  ques)ons	  ‣ What	  are	  the	  top	  3-­‐5	  key	  performance	  indicators	  (KPIs)	  that	    ma...
sample	  follow-­‐up	  ques)ons	  ‣ There	  were	  numerous	  escalators	  when	  reviewing	  your	    marke)ng	  team’s	 ...
Build	  a	  Marke-ng	  Performance	  Dashboard	                         @PaulRoetzer	                        #Marke-ngScor...
Iden-fy	  Top	  KPIs	           .	  .	  .	  and	  know	  your	  sales	  funnel	  ‣ Website	  traffic	  (specifically	  organi...
Key	  Metrics	  Snapshot	  
Ini-ate	  the	  Marke-ng	  GamePlan	                  @PaulRoetzer	                 #Marke-ngScore	  
Profile	  and	  Segment	  Audiences	  ‣ Label	  as	  owned,	  borrowed	  or	  bought.	  	  ‣ Use	  this	  as	  a	  star)ng	...
Establish	  Accelerators	  ‣ What	  assets	  exist	  that	  can	  accelerate	  success?	  ‣ Accelerators	  may	  include:	...
Define	  Founda-on	  Projects	  ‣ Sales/marke-ng	  integra-on	  ‣ Marke-ng	  performance	  dashboard	  ‣ Site	  op-miza-on	...
Outline	  Campaign	  Concepts	  ‣ Builder	  campaigns	     ‣ Awareness	  and	  thought	  leadership	     ‣ Social	  engage...
Connect	  Ac-ons	  to	  Audiences	  and	  Metrics	  
Map	  Marke-ng	  Team	  Strengths	                                 ‣ Understand	  your	  team’s	                          ...
Client	  Services	  Series:	  	  A	  Year	  in	  the	  Life	  of	  a	  Hypothe)cal	  B2B	  Account	               ‣ Sessio...
www.TheMarke)ngScore.com	  
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
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The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance

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Every element of an organization, as it relates to marketing, can be divided into assets, neutrals and escalators. Assets are existing strengths that can accelerate marketing success, and escalators are weaknesses that require additional resources to build and improve.

By evaluating and scoring these elements, you can devise marketing strategies; select the right marketing agency partners; allocate time, money and talent; and adapt resources and priorities based on performance.

Marketing Score is powered by PR 20/20. Visit www.TheMarketingScore.com to sign up free, and get your Marketing Score today.

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The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance

  1. 1. The  Marke)ng  Assessment:    How  to  Use  Marke-ng  Score  to  Build  Campaigns,   Allocate  Resources  &  Drive  Performance   Dec.  17,  2012   #Marke-ngScore  
  2. 2. Meet  the  Team  Paul  Roetzer  @PaulRoetzer  founder  &  CEO,  PR  20/20  author,  The  Marke)ng  Agency  Blueprint  Jessica  Donlon  @JessicaDonlon  client  services  manager  PR  20/20  
  3. 3. The  Origins   @PaulRoetzer   #Marke-ngScore  
  4. 4. PR  20/20  Marke-ng  Survey   175+  audits  completed  
  5. 5. challenges  with  the  current  process  ‣ Time  intensive  to  turn  responses  into  ac-onable  intelligence.  ‣ Requires  high-­‐level  personnel  to  analyze,  therefore  it’s  not  scalable.  ‣ Results  lack  scoring  system  and  visualiza)ons  that  establish  benchmarks.  ‣ Not  a  true  assessment  of  success  poten)al.  ‣ Fails  to  properly  set  expecta)ons.  
  6. 6. A  More  Intelligent  Process  &  PlaLorm  subjec)ve  analysis.  assessment  scoring.  automated  recommenda)ons.       ‣ Assess  business  and  marke-ng  strengths.   ‣ Forecast  poten)al  for  success.   ‣ Build  integrated  marke-ng  strategies.   ‣ Connect  ac-ons  with  KPIs  and  audiences.   ‣ Determine  talent  needs  and  team  structure.   ‣ Forecast  agency  services  costs.   ‣ Allocate  resources—-me  and  money.  
  7. 7. Marke)ng  Score  (@MKTScore)  is  a  free  online  tool  that  assesses  the  strength  of  business  and  marke-ng  founda)ons,   forecasts  poten)al  and  aligns  expecta)ons.  
  8. 8. 1.  Build  Your  Profile  ‣ Contact  informa-on  ‣ Business  &  marke-ng  basics  ‣ Financial  ‣ Marke-ng  goals  ‣ Marke-ng  plans  
  9. 9. 2.  Rate  Your  Marke)ng  ‣ Subjec-ve  analysis  ‣ Internal  stakeholders  ‣ 10  sec-ons  ‣ 132  factors  ‣ 0-­‐5  =  escalators  ‣ 6-­‐7  =  neutrals  ‣ 8-­‐10  =  assets  
  10. 10. Marke-ng  Score   core  principle   Every  element  of  an  organiza-on,  as  it  relates  to  marke-ng,   can  be  divided  into:  assets,  neutrals  and  escalators.     By  evalua-ng  and  scoring  these  elements,  an  organiza-on  can  devise  marke)ng  strategies;  allocate  )me,  money  and  talent;  and  adapt  resources   and  priori)es  based  on  performance.  
  11. 11. assets  vs.  escalators  ‣ Assets  =  Strengths  that  can  accelerate  marke*ng  success.  ‣ Escalators  =  Weaknesses  that  require  addi*onal  resources   to  build  up  and  improve.  
  12. 12. Every  organiza-on  should  be  focused  on  building  assets  that  can  be  leveraged  to  accelerate  success  (brand,  website  traffic,   social  reach  and  influence,  owned  databases,  persona-­‐based   content,  rela-onships,  partnerships,  goodwill,  etc.).    
  13. 13. 3.  Review  Your  Report  
  14. 14. Marke-ng  Score  forecas)ng  poten)al  &  aligning  expecta)ons  ‣ Founda)on:  What  is  the  strength  of  the  exis-ng  website,  brand,   infrastructure,  internal  marke-ng  capabili-es  and  capacity?    ‣ PlaLorm:  How  extensive  is  the  reach  and  influence  among  target   audiences,  specifically  as  it  relates  to  online  marke-ng?  ‣ Expecta)ons:  What  are  priority  needs  and  goals,  and  how  do  they   align  with  talent,  technology  and  resources?    ‣ Poten)al:  What  is  the  poten-al  for  a  marke-ng  agency  to  have  an   immediate  and  sustained  impact  on  the  brand?  ‣ Strategy:  What  strategies  and  tac-cs  will  have  the  greatest  impact   on  performance?  
  15. 15. builders  vs.  drivers  ‣ Builders  are  founda)onal  projects  (website,   brand  posi-oning,  collateral)  and  recurring   campaigns  (social  engagement,  blogging   media  rela-ons)  designed  to  create  and   expand  assets.  ‣ Drivers  are  campaigns  that  capitalize  on   exis)ng  assets  to  accelerate  success—leads,   sales  and  loyalty.    
  16. 16. 4.  Improve  Your  Performance   ‣ Technology   ‣ Talent   ‣ Processes   ‣ Budgets   ‣ Partners   ‣ Priori-es   ‣ Strategies   ‣ Results  
  17. 17. <marke)ng  intelligence  engine>  ‣ Ra-ngs  are  used  to  generate  automated  recommenda)ons.  ‣ Profiles  and  responses  are  benchmarked  by  industry,  size,  budgets,   growth,  performance,  etc.  ‣ Recommenda-ons  become  more  intelligent,  in-­‐depth  and  customized.  ‣ Analy-cs  integrated  to  connect  ra)ngs  to  results,  and  adapt  resources  and   priority  ac-vi-es.  
  18. 18. <marke)ng  intelligence  engine>  
  19. 19. what’s  the  roadmap?  ‣ Online  educa-on  and  resources  ‣ Automated  recommenda-ons  ‣ Company  profiles  ‣ Notes  and  to-­‐dos  ‣ Agency  partner  program  
  20. 20. Perform  a  Marke-ng  Score  Assessment   @PaulRoetzer   #Marke-ngScore  
  21. 21. Meet  Social  Business  Unlimited  (SBU)  —     A  Hypothe-cal  B2B  Company  
  22. 22. Key  Findings  ‣ With  weak  customer  (4)  and  lead  databases  (4),  and  low  brand   awareness  (4),  SBU  doesn’t  have  much  to  leverage.  There  is  a   lot  of  building  to  be  done.  ‣ Lead  volume  is  OK  (6),  but  SBU  is  not  ranking  quality,  and   conversion  rates  (3)  need  help.  Opportuni-es  exist  to  nurture   leads  through  social,  email  marke)ng  and  content.  ‣ Audiences  were  mainly  ranked  as  escalators  or  neutrals,   meaning  they  likely  need  a  PR  and  communica)ons  program.   The  internal  marke-ng  team  is  not  strong  in  these  areas,  so  they   may  need  to  hire,  or  outsource  to  a  marke-ng  agency/PR  firm.        
  23. 23. Key  Findings  ‣ SBU  is  heavily  reliant  on  outbound  sales.  This  presents  a  lot  of   opportuni-es;  however,  priori-za-on  and  focus  becomes   essen-al.    ‣ Sales/marke-ng  integra)on  (2)  is  a  weakness,  and  may  present   challenges.    ‣ SBU  has  a  CRM  solu-on,  but  u-liza-on  is  weak  (3),  which  will   impact  your  ability  to  deliver  results.  ‣ SBU  will  need  an  email  marke)ng  solu)on,  along  with  lead   nurturing  capabili-es.        
  24. 24. Key  Findings  ‣ Immediate  opportuni-es  to   improve  brand  awareness   through  integrated  content,  social,   PR  and  search  strategies.   However,  it’s  a  crowded  market,   so  SBU  must  focus  on  quality  and   value  to  stand  out.    ‣ Lead  genera)on  will  require  a   commitment  to  inbound   marke-ng  strategies  and  sales/ marke-ng  integra-on.  
  25. 25. Key  Findings  ‣ Suppor-ng/improving  conversion  rates  and  sales  efficiency  is   possible  in  the  short  term,  if  all  leads  are  migrated  into  SBU’s   CRM  system  and  this  system  is  integrated  with  a  marke-ng   automa-on  tool.    ‣ Immediate  opportuni-es  to  affect  customer  loyalty  (reten-on,   referrals  and  life-me  value)  through  content,  integra-on  of  CRM   and  marke-ng  automa-on.  
  26. 26. Marke-ng  Score   gain  perspec)ve  from  mul)ple  sources  CMO  sec*on  score  =  62%  vs.  CEO  sec*on  score  =  38%  
  27. 27. Conduct  Discovery  Research   @PaulRoetzer   #Marke-ngScore  
  28. 28. Highly Discovery  Process   The  Competitive Market‣ Gain  further  insight  through  a  custom  audit.  ‣ Run  a  Marke)ng  Grader  report.  ‣ Perform  preliminary  market  research.   ‣ Analyst  reports,  industry  ar-cles,  Google  Insights,   keyword  volume  ‣ Analyze  compe)tors.   ‣ Messaging,  marke-ng  strategies,  market  share  ‣ Analyze  social  opportuni)es  and  chaner.   ‣ Ac-ve  channels,  noteworthy  communi-es,  popular   discussion  topics  
  29. 29. sample  follow-­‐up  ques)ons  ‣ What  are  the  top  3-­‐5  key  performance  indicators  (KPIs)  that   maner  most  to  your  marke-ng  program?  ‣ How  do  you  currently  monitor  and  report  marke-ng   performance  metrics?  Is  there  an  organiza-onal  marke-ng   performance  dashboard?  ‣ What  do  you  see  as  your  organiza-on’s  top-­‐priority  marke)ng   needs?  And,  how  will  you  measure  your  marke-ng  team’s  value   and  success?    ‣ Briefly  describe  what  you  see  as  your  greatest  opportuni)es  for   growth?
  30. 30. sample  follow-­‐up  ques)ons  ‣ There  were  numerous  escalators  when  reviewing  your   marke)ng  team’s  capabili)es.  Which  areas  do  you  envision   outsourcing  to  an  agency  partner?  Which  will  you  internalize?    ‣ You  rated  your  team’s  competencies  in  social  media  high  (8),   but  don’t  seem  to  have  a  sound  strategy  in  place  or  dedicated   resources  (6/11  escalators).  Do  you  see  this  as  a  cri-cal  piece  of   the  marke-ng  program?  If  so,  will  planning,  monitoring  and   management  be  outsourced  to  an  agency?  ‣ Content  marke-ng  was  the  lowest  rated  sec-on  at  15%.  Is  the   organiza-on  commined  to  ac-va-ng  a  content  marke)ng   strategy  as  a  means  to  increase  leads  and  drive  conversions?  If   yes,  will  it  be  internalized,  or  outsourced?  
  31. 31. Build  a  Marke-ng  Performance  Dashboard   @PaulRoetzer   #Marke-ngScore  
  32. 32. Iden-fy  Top  KPIs   .  .  .  and  know  your  sales  funnel  ‣ Website  traffic  (specifically  organic  and  social)  ‣ Leads  ‣ Free  trials  signups  ‣ Customer  conversions  ‣ Customer  reten)on  (churn  rate)  
  33. 33. Key  Metrics  Snapshot  
  34. 34. Ini-ate  the  Marke-ng  GamePlan   @PaulRoetzer   #Marke-ngScore  
  35. 35. Profile  and  Segment  Audiences  ‣ Label  as  owned,  borrowed  or  bought.    ‣ Use  this  as  a  star)ng  point  for  the  GamePlan.    ‣ Cri-cal  to  iden-fy  driver  campaign  opportuni-es.  
  36. 36. Establish  Accelerators  ‣ What  assets  exist  that  can  accelerate  success?  ‣ Accelerators  may  include:  lead/prospect/customer  lists,   partnerships,  media  buys,  sponsorships,  high-­‐profile  speaking   engagements,  industry  reports,  social  reach,  social  engagement,   original  content,  top  website  pages  and  more.  
  37. 37. Define  Founda-on  Projects  ‣ Sales/marke-ng  integra-on  ‣ Marke-ng  performance  dashboard  ‣ Site  op-miza-on  (CTAs,  landing  pages,   lead  forms)  ‣ Social  community  building  ‣ Internal  marke-ng  team  training  ‣ Evaluate  and  integrate  tech  solu-ons   (CRM,  marke-ng  automa-on,  social   media  management,  email)  
  38. 38. Outline  Campaign  Concepts  ‣ Builder  campaigns   ‣ Awareness  and  thought  leadership   ‣ Social  engagement   ‣ Technology  integra-on  ‣ Driver  campaigns   ‣ Customer  loyalty  —  referral   ‣ Lead  gen  —  ver-cal  markets   ‣ Agency  partner  program  
  39. 39. Connect  Ac-ons  to  Audiences  and  Metrics  
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  42. 42. www.TheMarke)ngScore.com  

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