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Services and Relationship Marketing


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Presentation given to Masters students at University of Surrey discussing services marketing and the importance of relationships in marketing.

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Services and Relationship Marketing

  1. 1. Services and Relationship Marketingin the Real World Leigh Hopwood B2B Technology Marketing Consultant Website Email Call 07746 249132 Skype leighhopwood LinkedIn /leighhopwood or /reddmarketing Twitter @leighhopwood or @reddmarketing
  2. 2. Who am I?• Passionate about marketing• Chartered Marketer• 16+ years B2B marketing experience• Technology and business services• Both agency and client side• 18 month old business – Marketing consultancy – Marketing coaching/mentoring – Virtual marketing director• Chair for CIM South East Region• Mum to 4½ year old twins
  3. 3. CIM’s Global Coverage A Life in Marketing What is the CIM? Incorporated Sales HRH The Prince Philip, Manager’s 1st Certificate Correspondence courses Duke of Edinburgh 1911 Association Examinations - Sales Management Becomes Patron Sales Manager’s 1921 1928 1939-1945 Association 1952 Founder member of the The Institute of 1955 now European First Industry Marketing Marketing Interest Group: The Institute of and Sales Confederation Marketing Code Construction Industry Marketing Diploma introduced Management of Practice 1971 1968 1961 1960 1975Royal College of Arms Her Majesty the Authorises 1975 Queen‘The World Is CPD International Business Awards the Royal Our Market’ programme Operations Superbrand Charter launched begin 1989 1993 1994 1996 1998 2005 First First Chartered graduation Marketers ceremony
  4. 4. CIM’s Global Coverage A Life in MarketingWhat employers want? Qualifications Relevant Aptitude Experience
  5. 5. CIM’s Global Coverage A Life in MarketingCIM Qualifications Marketing Qualifications Sales Qualifications 1. Cert. in Professional 1. Introductory Certificate Sales Practice 2. Professional Certificate 2. Advanced Cert for Sales 3. Professional Diploma Management 4. Post Grad. Diploma 3. Intensive Diploma in Strategic Sales 5. CPD Management 6. Chartered Marketer
  6. 6. CIM’s Global Coverage A Life in MarketingMarketing Salaries Graduate/Supervisor £24,708 Junior Manager £28,500 Middle Manager £35,500 Senior Manager £45,000 Head of Function £57,802 £77,799 Director £77,799 Av. Salary of a Marketing director* *CIM Croner Rewards Survey, 2012-13
  7. 7. CIM’s Global Coverage A Life in MarketingTo find out more… Group: CIM SurreyTwitter: @CIM_SEFacebook: TheCIM
  8. 8. People buy from People
  9. 9. Case Study: Redd Marketing• Marketing consultancy• 18 months old• UK technology and business services sector• Clients:
  10. 10. Case Study: Redd MarketingMarketing Mix• Networking: online and offline• Speaking opportunities• Digital marketing: website, Twitter, LinkedIn, blog• Named accounts
  11. 11. Case Study: Redd MarketingKey Messages = Benefits• Increase engagement with your audience• Take advantage of new channels• Get greater return on marketing investment
  12. 12. Case Study: Redd MarketingAchieved• At capacity from 4 months• Growing network• More speaking engagements• More recommendations/found on LinkedIn• Exceeding revenue targets: Year 2 exp 10%• Work life balance!
  13. 13. Case Study: STS• Provider of food safety and health & safety consultancy, audits and training• 25 year old business• £1m turnover• UK only• Clients:
  14. 14. Case Study: STSMarketing Mix• Thought leadership/content• Speaking opportunities• Case studies• Email marketing: newsletters and campaigns• Digital marketing: website, SEO, Twitter, LinkedIn• Telemarketing
  15. 15. Case Study: STSKey Messages = Benefits• Improve quality• Reduce food safety risks• Save time and money• Increase efficiencies and productivity
  16. 16. Case Study: STSAchieved to date…• High customer retention• Engaging with broader audience through multiple channels• Increased bookings for training
  17. 17. Case Study: Sabio• Contact centre solutions• Formed in 1999• £25m turnover• UK, Germany and Singapore• Clients:
  18. 18. Case Study: SabioMarketing Mix• Sponsorship• PR• Thought leadership/content• Digital marketing: website, SEO, PPC, link building, Twitter, Facebook, LinkedIn, blog• Email campaigns• Events• Named accounts approach in sales
  19. 19. Case Study: SabioKey Messages = Benefits• Overcome your greatest customer contact challenges• Improve quality of customer service• Save time and money• Increase efficiencies and productivity
  20. 20. Case Study: SabioAchieved• Top places to work for in the sector• Excellent reputation throughout the industry• High customer retention record• Continued year-on-year growth of 15%+
  21. 21. In summary…
  22. 22. &Website 07746 249132Skype leighhopwoodLinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing