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Marketing: The New Normal


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Jennifer Beever presents what\'s new and what\'s critical in B2B marketing today?

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Marketing: The New Normal

  1. 1. 1<br />Marketing 2010:The New Normal<br />Renaissance Executive Forum<br />September 7, 2010<br />by Jennifer Beever<br />Certified Management Consultant<br />
  2. 2. 2<br />Are You<br />Doing the right marketing?<br />To the right people?<br />Getting the right results?<br />
  3. 3. Topics<br />Marketing Paradigm Shift<br />Strategic Planning Models<br />Customer Centric Marketing<br />Integration<br />Inbound Marketing <br />Results Orientation<br />3<br />
  4. 4. Marketing Change<br />4<br />
  5. 5. Old<br />One to many<br />Synchronous<br />“Push” marketing<br />Geographic barriers<br />Unique Selling Proposition<br />Sales funnel<br />5<br />
  6. 6. 6<br />Old Marketing Paradigm The Sales Funnel<br />Leads<br />Sales Cycle<br />Sales Revenues<br />
  7. 7. New<br />Many to many<br />Asynchronous<br />“Pull” marketing<br />Geographic boundaries fall<br />UBN: Unique Buying Need<br />Buying funnel<br />7<br />
  8. 8. 8<br />New Marketing Paradigm The Buying Funnel<br />Prospects<br />Buy Cycle<br />Customers<br />
  9. 9. 9<br />Strategic Marketing<br />Uses Market Research<br />SWOT<br />Competitive and Customer Intelligence<br />Product life cycle<br />Demographics, psychographics…<br />Marketing Personas!<br />Based on business vision, mission, goals<br />
  10. 10. 10<br />SWOT Assessment<br /><ul><li>Lack of cash
  11. 11. Legal legacy
  12. 12. Stakeholder comm
  13. 13. Fledgling distrchannel
  14. 14. Mktng/sales alignment</li></ul>Weaknesses<br />Strengths<br /><ul><li>Breakthrough product formula
  15. 15. Seasoned sales consultants
  16. 16. Agility, flexibility in R&D</li></ul>Internal<br />External<br /><ul><li>Cost of diesel fuel
  17. 17. Sell cycle variability
  18. 18. Low barrier to entry</li></ul>Threats<br />Opportunities<br /><ul><li>Cost of diesel fuel
  19. 19. Increasing emissions regulations
  20. 20. Focus on sustainability</li></li></ul><li>11<br />SWOT Assessment with Actions!<br />Translating <br />SWOT <br />into Action!<br />Weaknesses<br /><ul><li>Lack of cash
  21. 21. Legal legacy
  22. 22. Stakeholder communications
  23. 23. Fledgling distribution
  24. 24. Marketing/sales alignment</li></ul>Strengths<br /><ul><li>Breakthrough product formula
  25. 25. Seasoned sales consultants
  26. 26. Agility, flexibility in R&D</li></ul>Opportunities<br /><ul><li>Cost of diesel fuel
  27. 27. Increasing emissions regulations
  28. 28. Focus on sustainability</li></ul>Resolve weaknesses, take advantage of opportunities<br /><ul><li>Resolve legal issues
  29. 29. Increase sales, raise capital
  30. 30. Improve communications
  31. 31. Increase quality distribution</li></ul>Maximize strengths to take advantage of opportunities<br /><ul><li>Continue solution selling
  32. 32. Brand and position well
  33. 33. Awareness campaigns</li></ul>Minimize weaknesses to reduce threats<br /><ul><li>Generate positive publicity
  34. 34. Sales training for distributors
  35. 35. Increase market share</li></ul>Threats<br /><ul><li>Cost of diesel fuel
  36. 36. Sell cycle variability
  37. 37. Low barrier to entry</li></ul>Maximize strengths to mitigate threats<br /><ul><li>Focus on cost savings and eco-friendly benefits
  38. 38. I.D. and communicate sales cycle and ideal prospect
  39. 39. Protect I.P.</li></li></ul><li>12<br />Competitive Analysis<br />P<br />r<br />i<br />c<br />e<br />Performance<br />
  40. 40. 13<br />Bloody Red Ocean of Competition<br />P<br />r<br />i<br />c<br />e<br />Performance<br />
  41. 41. 14<br />Blue Ocean Strategy<br />P<br />r<br />i<br />c<br />e<br />Performance<br />
  42. 42. 15<br />
  43. 43. 16<br />Based on vision, mission, goals<br />On-Going<br />Branding,<br />Customer Retention<br />Direct Response Marketing:<br />Offline and Online,<br />Direct Mail, PR, Ads, <br />Trade Shows<br />Collateral Design:<br />Logo, Web Site, Brochures<br />Company Vision, Mission, and Goals<br />
  44. 44. 17<br />Benefits of Strategic Marketing<br />Intelligent decision making<br />Tied to business objectives<br />Aware of industry, competitors<br />Customer-Centric!<br />
  45. 45. 18<br />Customer-Centric Marketing<br />Market research<br />Focus!<br />Niche marketing<br />Know your customers<br />Map touch points<br />
  46. 46. 19<br />Market Research<br />Identify industry concentrations<br />Identify profitable customers<br />Maintain accurate database<br />
  47. 47. Customer Touch Point Map<br />List every customer touch point<br />Marketing<br />Sales<br />Product Delivery<br />Customer service<br />Accounting<br />Travel to events<br />I.D. friction points and fix them<br />20<br />
  48. 48. 21<br />Know Your Customer<br />Survey customer satisfaction<br />Know defection rates <br />Survey customer needs - new products<br />Frequent communication<br />6-12/year -> 12-24/year<br />
  49. 49. New - Marketing Persona<br />George the Loyalist<br /> Meet George. He’s 63 years old and comes from a Big 5 consulting background. He’s married, has grown children and grand kids. He has a boutique firm with three partners. George has a tremendous work ethic and still works long hours. He is extremely generous to his family, especially the grandkids. Now George is wondering if he should retire when he had planned or work a few more years!<br /> George is an early Baby Boomer. He grew up with the Vietnam and Cold wars, the McCarthy hearings, the Kennedy/King assassinations, Woodstock, women’s rights and the moon landing. He prints out pre-conference materials before the conference. He likes receiving the postcards and also responds to email. He wears glasses, and he didn’t grow up using computers so much, although he has learned and adapted to succeed. With his big consulting background, he expects very high quality content at the conference. He is very loyal and really values networking and face-to-face time with his peers.<br />22<br />
  50. 50. 23<br />Customer-Centric Marketing<br />Greater return on investment<br />Increases market responsiveness<br />Helps increase market share<br />Closer to customers<br />
  51. 51. 24<br />Integrated – Response Compression<br />Trade Show<br />Website<br />Ad<br />Brochure<br />Telemarketing<br />Article<br />Direct Mail<br />Seminar<br />
  52. 52. 25<br />Integrated – Response Compression with New Tactics<br />Trade Show<br />Website<br />Ad<br />Brochure<br />Telemarketing<br />Article<br />Direct Mail<br />Seminar<br />
  53. 53. “Old” SEO(still working)<br />Meta Tags <br />Content - rich with keywords<br />Links<br />Changing content – dynamic sites<br />26<br />
  54. 54. New SEO = SMO<br />Web Site<br />Blog<br />27<br />
  55. 55. 28<br />Results-Tracking in the Marketing Plan<br />Every activity must be measurable<br />Online marketing easier to track<br />Results must be forecast<br />Results must be tracked to plan<br />
  56. 56. 29<br />Results Tracking<br />Marketing Continuum<br />Strategic Planning<br />Tactical Planning<br />Implementation<br />Results Tracking<br />
  57. 57. 30<br />Results Tracking<br />Number of leads<br />Source of leads<br />Number of sales by source<br />Sales revenue by source<br />Conversion rate<br />Cost per lead<br />
  58. 58. 31<br />Results Tracking – example<br />OC Reg. Ad<br />AZ Trade Show<br />Direct Mail<br />Referrals<br />
  59. 59. 32<br />Benefits of Results Tracking<br />Better decision-making<br />ROI-based marketing<br />Maximize marketing investment<br />
  60. 60. 33<br />Create Your Marketing Plan<br />Research markets and competitors<br />Know your customers<br />Determine your strategy and position<br />Plan and budget marketing activities<br />Track and measure results<br />Revise and refine as you go<br />
  61. 61. 34<br />Jennifer Beever<br />Follow me:<br />CMO for Hire<br />Strategic Marketing Consulting<br />Certified Inbound Marketing Professional<br />818-347-4248 <br /><br />Don’t Leave Your Marketing to Chance<br />