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The 4 Pillars that Will Transform Your Marketing

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Transformative marketing begins with the right mindset. These 4 pillars fortify a mindset that leads to repeatable wins.

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The 4 Pillars that Will Transform Your Marketing

  1. 1. Four Foundational Principles That will transform your digital marketing 8/19/2017 © 2012-2017, allies4me, All rights reserved 1
  2. 2. Sponsors Advocates In Kind Supporters
  3. 3. 8/19/2017 © 2012-2017, allies4me, All rights reserved 3
  4. 4. 8/19/2017 © 2012-2017, allies4me, All rights reserved 4
  5. 5. 8/19/2017 © 2012-2017, allies4me, All rights reserved 5
  6. 6. 8/19/2017 © 2012-2017, allies4me, All rights reserved 6 Example: Software Nearshoring It’s like offshoring, but in Mexico
  7. 7. 8/19/2017 © 2012-2017, allies4me, All rights reserved 7
  8. 8. 8/19/2017 © 2012-2017, allies4me, All rights reserved 8 “We just need more traffic . . . . Because when people land on our website, they will just call us.”
  9. 9. 8/19/2017 © 2012-2017, allies4me, All rights reserved 9 PROBLEM: That’s not how people work
  10. 10. 8/19/2017 © 2012-2017, allies4me, All rights reserved 10 PROBLEM: You’re not that unique (you’re on page 6 of Google . . . so, lots of competition)
  11. 11. 8/19/2017 © 2012-2017, allies4me, All rights reserved 11 PROBLEM: Only 1 in 1000 are completing your contact form
  12. 12. 8/19/2017 © 2012-2017, allies4me, All rights reserved 12 PROBLEM: You’re not that compelling
  13. 13. 8/19/2017 © 2012-2017, allies4me, All rights reserved 13 Yeah baby! I’m slightly better than average!
  14. 14. 8/19/2017 © 2012-2017, allies4me, All rights reserved 14 I’m so hot, you could stare at me all day!
  15. 15. 8/19/2017 © 2012-2017, allies4me, All rights reserved 15 I’m going to say something meaningless and wait for you to be impressed
  16. 16. 8/19/2017 © 2012-2017, allies4me, All rights reserved 16 I know we just met, but …. Let’s jump in the sack
  17. 17. 8/19/2017 © 2012-2017, allies4me, All rights reserved 17 Hey! I see you running for the door . . . Give me your number so I can call you
  18. 18. 8/19/2017 © 2012-2017, allies4me, All rights reserved 18 Please don't call yet. I need a sense of how this works and how much it costs. After review I will reach out. Thanks Comment Email Mr.Customer@BigCompany.com SUBMIT Another Example
  19. 19. 8/19/2017 © 2012-2017, allies4me, All rights reserved 19 NO!! People don’t want to be in your sales funnel!
  20. 20. 8/19/2017 © 2012-2017, allies4me, All rights reserved 20
  21. 21. 8/19/2017 © 2012-2017, allies4me, All rights reserved 21
  22. 22. 8/19/2017 © 2012-2017, allies4me, All rights reserved 22 Unilateral Giving Done Right Dear customer, here is something valuable at no charge. I hope you enjoy it.
  23. 23. 8/19/2017 © 2012-2017, allies4me, All rights reserved 23 Help them make decisions Even if the decision is to not buy your product
  24. 24. 8/19/2017 © 2012-2017, allies4me, All rights reserved 24 Perfect Your Give – Ask Ratio i.e. You make 1 ask For every 10 gives
  25. 25. 8/19/2017 © 2012-2017, allies4me, All rights reserved 25 Use every engagement to build trust
  26. 26. 8/19/2017 © 2012-2017, allies4me, All rights reserved 26 “I’m not in the book selling business . . . I’m in the helping people buy books business”
  27. 27. 8/19/2017 © 2012-2017, allies4me, All rights reserved 27 True Story GoDaddy called while making this presentation
  28. 28. 8/19/2017 © 2012-2017, allies4me, All rights reserved 28 True Story When I realize it’s a vendor, I say __________________!
  29. 29. 8/19/2017 © 2012-2017, allies4me, All rights reserved 29 True Story They said they’re worried that I’ve got 2 hosting accounts when I only need 1.
  30. 30. 8/19/2017 © 2012-2017, allies4me, All rights reserved 30 True Story When I realize they’re being helpful, I say __________________! I say __________________!
  31. 31. 8/19/2017 © 2012-2017, allies4me, All rights reserved 31 True Story Next time they call, I’ll say __________________
  32. 32. 8/19/2017 © 2012-2017, allies4me, All rights reserved 32 Free Advertising Now I’ve told you the story . . . . . . And it didn’t cost them a dime
  33. 33. 8/19/2017 © 2012-2017, allies4me, All rights reserved 33 Gut - Check Would you take your best friend through your sales funnel?
  34. 34. 8/19/2017 © 2012-2017, allies4me, All rights reserved 34
  35. 35. 8/19/2017 © 2012-2017, allies4me, All rights reserved 35 Good art? Bad art? Not the point!
  36. 36. 8/19/2017 © 2012-2016, allies4me, All rights reserved 36 Of Buyer’s journey is Self Education
  37. 37. Make it a Sales & Lead Machine 8/19/2017 © 2012-2014, allies4me, All rights reserved 37 Focused on understanding the problem Focused on different solutions to the problem Focused on your solution and how people benefit Awareness Consideration Action RetargetingBlog Traffic Other Ad Traffic Info Papers Engage & move prospects through funnel NOTE: Expect 3 – 4 months to start seeing initial results that will continue to ramp with continued content execution
  38. 38. 8/19/2017 © 2012-2016, allies4me, All rights reserved 38 Of Cost of Outbound Marketing
  39. 39. 8/19/2017 © 2012-2017, allies4me, All rights reserved 39
  40. 40. 8/19/2017 © 2012-2017, allies4me, All rights reserved 40
  41. 41. 8/19/2017 © 2012-2017, allies4me, All rights reserved 41
  42. 42. 8/19/2017 © 2012-2017, allies4me, All rights reserved 42 “When [competitors are] in the shower in the morning, they're thinking about how they're going to get ahead of one of their top competitors. Here in the shower, we're thinking about how we are going to invent something on behalf of a customer.”
  43. 43. 8/19/2017 © 2012-2017, allies4me, All rights reserved 43
  44. 44. 8/19/2017 © 2012-2017, allies4me, All rights reserved 44
  45. 45. 8/19/2017 © 2012-2017, allies4me, All rights reserved 45
  46. 46. 8/19/2017 © 2012-2017, allies4me, All rights reserved 46
  47. 47. 8/19/2017 © 2012-2017, allies4me, All rights reserved 47 DON’T!! Copy Your Competitors That’s the path to average . . . . . . and average SUCKS!
  48. 48. 8/19/2017 © 2012-2017, allies4me, All rights reserved 48
  49. 49. 8/19/2017 © 2012-2017, allies4me, All rights reserved 49
  50. 50. 8/19/2017 © 2012-2017, allies4me, All rights reserved 50
  51. 51. 8/19/2017 © 2012-2017, allies4me, All rights reserved 51
  52. 52. Sponsors Advocates In Kind Supporters
  53. 53. THE FISH THAT GOT AWAY 8/19/2017 © 2012-2017, allies4me, All rights reserved 53
  54. 54. 8/19/2017 © 2012-2017, allies4me, All rights reserved 54
  55. 55. 8/19/2017 © 2012-2017, allies4me, All rights reserved 55
  56. 56. 8/19/2017 © 2012-2017, allies4me, All rights reserved 56 Why Should You Care??
  57. 57. 8/19/2017 © 2012-2017, allies4me, All rights reserved 57 Is this contagious? What’s the difference between this & a biohazard?
  58. 58. 8/19/2017 © 2012-2017, allies4me, All rights reserved 58 These words energize 15% of the population . . . . . . And alienate 85% of the population
  59. 59. 8/19/2017 © 2012-2017, allies4me, All rights reserved 59 Bla bla bla bla bla bla bla bla
  60. 60. 8/19/2017 © 2012-2017, allies4me, All rights reserved 60
  61. 61. 8/19/2017 © 2012-2017, allies4me, All rights reserved 61
  62. 62. 8/19/2017 © 2012-2017, allies4me, All rights reserved 62
  63. 63. THE MOST TONE-DEF EMAIL EVER 8/19/2017 © 2012-2017, allies4me, All rights reserved 63
  64. 64. 8/19/2017 © 2012-2017, allies4me, All rights reserved 64 My Email I saw your comment about the email headers and unable to find links to SPAMHAUS ZEN. Any chance he was looking at the headers from my email and not [YOU]? I’ll send you headers from another email that came through today. It gives the identical result of the other email. I’m using MXToolbox to look at the headers: • The Analyze headers tool absolutely reports a Blacklist • When I look up the IP address [YOU] used (42.81.197.104), it shows up on Spamhaus ZEN You can double-check to see if that is one of your IP addresses. You can also look it up using MX Toolbox tools. Either way, we’re at an important intersection. I keep telling you that I’m getting emails from [YOU] sent from IP addresses on Spamhaus Zen’s black list. I tell you how I measured that and sent you screen shots. You keep telling me it’s not true but with no further information why. How do we move forward on this point?
  65. 65. 8/19/2017 © 2012-2017, allies4me, All rights reserved 65 His Response You ask how to move forward, are you suggesting that you’re ready for the partner agreement to be sent over so we can start working together? If so, I can send it via DocuSign and as soon as it’s received, we’ll coordinate the ‘intro to onboarding’ call with our Director of Onboarding.
  66. 66. Sponsors Advocates In Kind Supporters
  67. 67. 8/19/2017 © 2012-2017, allies4me, All rights reserved 67 bit.ly/8-Obstacles
  68. 68. ALLIES4ME INBOUND MARKETING Craig Andrews, Principal Ally allies4me Craig.Andrews@allies4me.com +1.512.333.1533 8/19/2017 © 2012-2016, allies4me, All rights reserved 68

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