The 6 Keys to Bad Marketing
– for ICT considered purchases
Mistake #2: Campaigns
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 1
…of emails,
articles, white
papers, blog posts...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 2
Most assume the same basic principals…
…often ...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 3
ICT investments target complex needs.
Signific...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 4
Some things are just wrong…
…for serious busin...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 5
…and B2B ICT marketing must assist.
Businesses...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 6
Crosscut Bay helps SMEs sell ICT
to businesses.
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 7
In our specialist, expert(-ish) opinion…
Mista...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 8
eMarketing & CRM systems just love the
‘campai...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 9
But what, actually, is a ‘campaign’?
They used...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 10
Now, online ‘campaigns’ are simpler…
…often j...
Content Plan
• Find Something
• Write Something
• Make Something Up
• …
Regular ‘email blast’ campaigns…
January February ...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 12
…is fired off to the ‘in-house list*’.
Once c...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 13
The ‘in-house email list’ is our fishpond…
…i...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 14
Like old-school advertisers, we focus…
…on th...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 15
But a single nudge – even from a brilliant
‘c...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 16
A foundation must be built…
…before prospects...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 17
Complex Sales Require Relationships
People se...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 18
Relationships, not campaigns…
…are the basic ...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 19
Relationships must be developed…
…and exploit...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 20
Developing relationships takes time...
…but b...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 21
Rather than dangling bait on a hook…
…we guid...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 22
Relationships take time and patience…
…invest...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 23
Identifying
prospects worth
investing in...
…...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 24
Each prospect undergoes an
‘on-boarding’ proc...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 25
Each relationship is progressively nurtured…
...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 26
Instead of ‘email blasts’ to find leads…
…you...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 27
Engagement plants the seeds…
…into a continuo...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 28
Downsides? We’re seeing three:
• Growth build...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 29
But that’s what it takes…
… to do marketing r...
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 30
Next Time…
Mistake #3: House Lists
www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 31
Crosscut Bay is a specialised, outsourced
mar...
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The 6 keys to bad marketing (for considered purchases) #2: Campaigns

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Marketing complex, expensive B2B products and services like ICT is different from commodity or B2C selling. and we've found 6 key mistakes from carrying over ideas. Here is the second: Campaigns (instead of building relationships).

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The 6 keys to bad marketing (for considered purchases) #2: Campaigns

  1. 1. The 6 Keys to Bad Marketing – for ICT considered purchases Mistake #2: Campaigns
  2. 2. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 1 …of emails, articles, white papers, blog posts, LinkedIn groups and social media… …on how to do ICT marketing. These days, there’s an avalanche…
  3. 3. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 2 Most assume the same basic principals… …often repeated but seldom questioned. Maybe it’s time for some old ideas.
  4. 4. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 3 ICT investments target complex needs. Significant purchases with long sales cycles. They’re carefully considered… …not impulse buys.
  5. 5. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 4 Some things are just wrong… …for serious business purchases.
  6. 6. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 5 …and B2B ICT marketing must assist. Businesses invest carefully…
  7. 7. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 6 Crosscut Bay helps SMEs sell ICT to businesses.
  8. 8. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 7 In our specialist, expert(-ish) opinion… Mistake #2:
  9. 9. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 8 eMarketing & CRM systems just love the ‘campaign’…. …it just sounds so ‘Madison Avenue, 1963.’
  10. 10. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 9 But what, actually, is a ‘campaign’? They used to be clever advertising strategies.
  11. 11. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 10 Now, online ‘campaigns’ are simpler… …often just email, banner ads or Google PPC. Audience Message Marketer Response
  12. 12. Content Plan • Find Something • Write Something • Make Something Up • … Regular ‘email blast’ campaigns… January February March April May June … …go out each day, week, or month… …and struggle for fresh content. Content Plan • Find Something • Write Something • Make Something Up • … Content Plan • Find Something • Write Something • Make Something Up • … Content Plan • Find Something • Write Something • Make Something Up • … Content Plan • Find Something • Write Something • Make Something Up • … www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 11 Content Plan • Find Something • Write Something • Make Something Up • …
  13. 13. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 12 …is fired off to the ‘in-house list*’. Once cobbled together, the ‘campaign’… (* we’ll whinge about that later.)
  14. 14. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 13 The ‘in-house email list’ is our fishpond… …in which we dangle marketing ‘bait.’
  15. 15. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 14 Like old-school advertisers, we focus… …on the marketing, not on the prospects.
  16. 16. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 15 But a single nudge – even from a brilliant ‘campaign’… …won’t sell a real, significant purchase on its own.
  17. 17. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 16 A foundation must be built… …before prospects will spend real money. Problem Education Establish Trust & Credibility Teach Shared Language Develop & Capture Demand
  18. 18. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 17 Complex Sales Require Relationships People seldom make big purchases from someone they don’t know.
  19. 19. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 18 Relationships, not campaigns… …are the basic element of marketing.
  20. 20. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 19 Relationships must be developed… …and exploited only when ready.
  21. 21. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 20 Developing relationships takes time... …but brings lasting rewards.
  22. 22. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 21 Rather than dangling bait on a hook… …we guide relationships through a maze.
  23. 23. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 22 Relationships take time and patience… …invested carefully, and at scale.
  24. 24. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 23 Identifying prospects worth investing in... …and reaching out to engage each one.
  25. 25. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 24 Each prospect undergoes an ‘on-boarding’ process… …honed through repetition... …to capture their attention.
  26. 26. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 25 Each relationship is progressively nurtured… …to educate, while building trust & credibility.
  27. 27. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 26 Instead of ‘email blasts’ to find leads… …you grow a base of relationships. Proactive Approaches: 20 per weekday Engagements (Relationships added): 90% of approaches Relationships lost (Opt-outs): 0.5% per month Leads (% of base): 1.0% per month Relationship Base Leads (monthly) Leads (cumulative) Start 0 0 0 January 413 2 2 February 770 6 8 March 1161 10 19 April 1532 15 33 May 1936 20 53 June 2303 21 75 July 2685 29 103 August 3082 32 135 September 3426 34 169 October 3819 42 211 November 4193 42 253 December 4549 48 301 0 2000 4000 6000 Relationship Base - year 1 0 200 400 Leads Generated - year 1
  28. 28. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 27 Engagement plants the seeds… …into a continuous crop of leads. …your relationship base grows…
  29. 29. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 28 Downsides? We’re seeing three: • Growth builds gradually – patience is required Say, 20 targeted introductions each day seems a small contact stream; but over 12 months builds a base of 3,000 high-quality relationships which are spread across all stages of the relationship journey, yielding a steady stream of leads. • Target market must be clear and focused Broad or unclear markets require generalised content with less focus on specifics and less challenging messages, so targets recognise and learn less. Re-using and refining content for a narrow target increases impact and outcomes the most. • CRM and eMarketing systems suck CRM and eMarketing systems use simplistic, campaign-driven process models. We’ve had to build engagement and relationship-development processes ourselves, using the available tools where possible.
  30. 30. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 29 But that’s what it takes… … to do marketing right, for ICT.
  31. 31. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 30 Next Time… Mistake #3: House Lists
  32. 32. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 31 Crosscut Bay is a specialised, outsourced marketing agency, based in Sydney, NSW Australia. The brainchild of Jon Tinberg and Paul D Hauck, Crosscut Bay helps ICT vendors identify their markets and get pro-active about reaching them. You can find out more from our website, or contact us directly: www.CrosscutBay.com Paul.Hauck@CrosscutBay.com Jon.Tinberg@CrosscutBay.com Suite F1, 1-15 Barr Street Balmain NSW 2042 Australia +61 (02) 8011 4620

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