Marketing A Sizzling Version


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Marketing A Sizzling Version

  1. 1. Marketing: A House Divided<br />January 2010<br />Marcus R. Tewksbury<br />Director of Customer Intelligence<br />Bob Barker<br />VP of Corporate Communications<br />
  2. 2. On the same team…But moving in different directions<br />Field<br />Direct<br />Do your marketer’s work as an integrated team?<br />Or are they throwing it over the wall...<br />Analysts<br />Product<br />Brand<br />Corporate<br />
  3. 3. Need a shared objective…Collective reason for being should be revenue generation<br />Corporate<br />Each has a role in advancing a prospect through the stages of their buying cycle<br />Field<br />Product<br />
  4. 4. Customer centricThe only successful marketing has a central focus on the customer<br />Questions marketing needs to solve to generate qualified leads for sales:<br />What is the customer looking for in these areas?<br />What do we have to engage them/solve their pains?<br />How do we engage them?<br />How do we move them down the funnel?<br />
  5. 5. Trust your teammatesEach group has an important role to play<br />Customer Orientation<br /><ul><li>Intimately engaged with the demand generation process
  6. 6. Has frequent and direct interaction with sales and customers
  7. 7. Serves as the “voice” of the customer</li></ul>Editorial Discipline<br /><ul><li>Well schooled on social campaign management execution
  8. 8. Aligns content to pain and life stage
  9. 9. Can communicate audience requirements to content creators</li></ul>Social Practitioners<br /><ul><li>Fluent in the technologies of the social web
  10. 10. Wields the power of reach</li></ul>Central Themes<br /><ul><li>Knowledge of major market trends
  11. 11. Story telling and vision development</li></ul>Positioning<br /><ul><li>Promotion of individual & corporate brands
  12. 12. Localization of stories for specific geographic and vertical markets</li></ul>Command & Control<br /><ul><li>Branding
  13. 13. Coordinated production schedules
  14. 14. Access to unique resources</li></ul>Product & Market Expertise<br /><ul><li>With the technology – features/functions/benefits
  15. 15. With the market and customers – what customers want
  16. 16. With the future – through analyst input and research</li></ul>Product Plan<br /><ul><li>Significant releases
  17. 17. Competitive positioning
  18. 18. Value propositions
  19. 19. Pricing</li></ul>Go-to-market Ideas<br /><ul><li>Exhibitions we could attend
  20. 20. Places to speak
  21. 21. Online communities
  22. 22. Places we could advertise</li></ul>Product<br />Field<br />Corporate<br />
  23. 23. Lessons from publishing worldStick to your lanes. Let each play its own role.<br />Product<br />Field<br />Know the product and how it can solve pains<br />Corporate<br />Knows the process. Can facilitate content creation process.<br />Feel for macro concerns and trends driving decision making<br />
  24. 24. Approach is key. The best players in the world can’t execute without a plan.<br />
  25. 25. Content Generation MethodologyConsistently producing sticky, valuable content is a process – not inspiration<br />5-Steps to Quality Content Generation<br />
  26. 26. 1. Segment a micro-audienceYou can’t be all things to all people. Find a very specific audience and serve them well.<br />... and know them very well<br />Target an audience of 300...<br />
  27. 27. Identify what moves the needleClose the loop by tracking which assets can be directly related to a sale<br />
  28. 28. Boiling it down…<br />
  29. 29. What you need to be successfulReflection on things that have and haven’t worked<br />Field marketing needs the key pains the product solution is trying to solve<br />By buying centre<br />By sales cycle – AIDA<br />Working together, field and product (or corporate) then need to figure out:<br />Which content assets are moving the needle<br />What we need to create/already have we can repurpose<br />Finally, field marketing will then:<br />Distribute/market those assets based on<br />Managing the buying/engagement cycle<br />
  30. 30. Thank You!<br />Marcus R. Tewksbury<br />Director of Customer Intelligence<br /><br />Bob Barker<br />VP of Corporate Communications<br /><br />