Strategic marketing - Aditya Yadav

1. *
“Running an Agile Fortune 500 Company”
Aditya Yadav, aditya.yadav@gmail.com
in.linkedin.com/in/adityayadav76

2. * A Typical Global Company
* Fortune 500/1000
* 200 Divisions
* 40 Countries
* 25000 Employees
*

3. *
@ Acme Inc.

4. * Original Question “Our Cost/Lead is too high
and Conversion rates too low. Shouldn’t we
spend more in marketing?”
* The Correct Question - “Globalization and
changes in Consumer Behavior have altered our
assumptions. Should we relook at our
Marketing Strategy?”
*

5. *
And The Philosophy Behind The Answer

6. * The link between a society’s material requirements and its
economic patterns of response.
* Satisfies these needs and wants through exchange processes
and building long term relationships.
* The process of communicating the value of a product or
service through positioning to customers.
* Organizational function and a set of processes for creating,
delivering and communicating value to customers, and
managing customer relationships in ways that benefit the
organization and its shareholders.
* The science of choosing target markets through market
analysis and market segmentation, as well as understanding
consumer buying behavior and providing superior customer
value.
*

7. * Marketing Leads Product & consulting/engineering
through Product Management and Market Research
* Great for Incremental Products and Services and not
Breakthrough, Radical Innovations
* Works in a Stable Product Phase
* Marketing mostly starts by marketing what
consulting/engineering creates
* Great if you already have a Vision and will deliver
Innovative Products and Services
* Market Entry, Tough Competition where Innovation &
Experience is the key to Success
* A Natural offshoot of internal R&D and Innovation
Ecosystem
*

8. * The Small World Problem
* The Information Age & Information Overload
* Deregulation and Globalization
* Barrier to Entry at an all time Low
* Internet used for extensive
Product/Service/Experience Research
* Rational Customers - Behavior can be increasingly
modeled
* Cash strapped Customers optimizing Value vs Spend
* Marketing teams hard pressed to do virtually anything
to acquire customers; just short of drugging them
*

9. * Loyalty starts where Rational behavior ends and loyalty is
going to become increasingly difficult to acquire and retain
* Things don’t just go Viral anymore just because they are cool
* It’s a Reputation based Economy – Both in the Industry on the
Sell side and the Customer on the Buy side
* Customers are on social networks and forums to discuss their
choices and make recommendations to friends and family
that make rational sense and will be beneficial to them and
with those recommendations they risk their personal
credibility
* Information and Knowledge intensive Purchasing Decisions
* Marketing ceases to be a Business Function but rather part of
an Integrated Organizational Backbone
*

10. *

11. * Are in the Business-To-Business Space
* Pioneered the Hybrid Marketing Strategy
* Some Outbound
* Mostly Inbound
* Content Generation
* Voluntarily from the entire employee base across the world
* And from Dedicated Research divisions
* Not a Free For All but rather a Structured and Disciplined Marketing Operation
* Curating
* Content Aggregated/Curated/Branded by Global Marketing
* Outbound Communications Curated by Relationship Managers/Partners/Client Owners
* Goal
* Thought Leadership
* Engagement
* Relationships
* Value
* Absolutely no Cold Calling
* They never cold call and ask “Can we help you with anything?”
* They wait for the Customer to initiate/ask for the engagement
*

12. * They have RSS Aggregator of all their Employee’s Blogs
on their Corporate Website
* They offer loads of Open Source Software
* They conduct extensive
* Coding Competitions
* Un-Conferences
* Events & Webinars
* University Programs
* Social Impact Programs
* Startup Community Involvement
* Employee Authored Books
*

13. * They are not your typical tactical/operational
Consultants
* They are/and position themselves as Strategic Partners
in Success
* They are not 300,000 employee organizations
* They are also into SOS
* When the Economy is/Businesses are down they do the
most business
* They have to have an Impeccable Reputation for Success
* They don’t compete on costs. Customers appreciate
their Value
*

14. *

15. * Marketing in the Consumer Space
* Past Behavior + Estimated Intent => Future
Purchasing Behavior
* [Individual + Aggregate] Behavior + Aggregation
across [Platforms + Devices] => Analytics => Micro
Markets + Micro Strategies
* Wants + Needs + Demands => Behavior => Analyze
+ Learn + Predict => Sell
*

16. * Just Content * Thought Leadership
* Mass * Relationships
* Soliciting * Educating
* Pushing to close a sale * Pulling customers in the buy
cycle, in
* Competing on cost * Selling and Pricing for Value &
* Done by MBA's alone Experience
* Coordinated by MBA's and done
by the Core Experts
*

17. Aditya!!!
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