State of the Business Owner Accelerators Webinar, July 12

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State of the Business Owner Accelerators Webinar, July 12

  1. 1. State of the Business Owner 2012 Marketing & Technology Accelerators Accelerators Webinar July 12, 2012 Presented by: Cameron Madill, President and Founder, Synotac Jed Bickford, Director of Marketing, EMyth 333 SW Fifth Avenue, Suite 350 | Portland, OR 97204 | 800-620-0307 | www.synotac.com © Synotac Design, LLC 2012
  2. 2. Presenters Cameron Madill Jed Bickford President & Founder, Director of Marketing, Synotac EMyth For Guides & Additional Resources www.stateoftheowner.com
  3. 3. Webinar Questions & CommentsTwitter Hashtag: #sobo2012GoToWebinar chat For Guides & Additional Resources www.stateoftheowner.com
  4. 4. BackgroundFor Guides & Additional Resources www.stateoftheowner.com
  5. 5. State of the Business OwnerGoal: Learn about the success factors helpingsmall and midsize businesses succeed in 2012 Research gathered from a study of 802 business owners in early 2012 see the full research report at stateoftheowner.com KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  6. 6. The Planner and The Pessimist Businesses owned by Planners... Grew faster in 2011 Had higher annual revenues Were more profitable Were more optimistic about 2012 KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  7. 7. The Three Keys to the Growth EngineFundamentals Accelerators People KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  8. 8. Accelerators:Marketing & Technology For Guides & Additional Resources www.stateoftheowner.com
  9. 9. "Half the money I spend on marketing iswasted; the trouble is I dont know which half." - John Wanamaker KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  10. 10. 4 out of every 5 dollars spent on marketing by small and midsize companies are wasted KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  11. 11. KEY #2 - ACCELERATORSFor Guides & Additional Resources www.stateoftheowner.com
  12. 12. "Because the purpose of business is to createa customer, it has only two basic functions:marketing and innovation....marketing is thedistinguishing, unique function of thebusiness." - Peter Drucker KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  13. 13. A Tale of Two Entrepreneurs KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  14. 14. Greg Crabtree KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  15. 15. Business Owner #2 KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  16. 16. A Tale of Two Entrepreneurs KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  17. 17. Marketing &Technology Research For Guides & Additional Resources www.stateoftheowner.com
  18. 18. What do you do? KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  19. 19. Critical Marketing Questions1. WHO does your marketing implementation?2. HOW MUCH do you budget for marketing?3. HOW do you decide what to do and monitor results? KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  20. 20. Primary Marketing Resource KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  21. 21. Marketing BudgetsThe size of the marketing budget did not have asubstantial impact on growth rates.The average budget was 5.9%, and we found arange of budget sizes at all growth rates.Takeaway: Spend what is right for yourbusiness to reach your objectives. KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  22. 22. Marketing Planning & MonitoringDo you have a marketing plan that you revisit atleast quarterly to evaluate results? KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  23. 23. Marketing and PlannersOnly 35% of respondents had a marketing plan they evaluated at leastquarterly. KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  24. 24. Last Website Redesign KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  25. 25. Percentage of leads from digital KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  26. 26. How to Use Technology to Accelerate Your Growth For Guides & Additional Resources www.stateoftheowner.com
  27. 27. It can measure business results,leading to insights and opportunities KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  28. 28. It can measure business results,leading to insights and opportunities IF you know why those numbers matter and how to change them KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  29. 29. It can give you access to prospects you could not afford to reach KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  30. 30. It can give you access to prospects you could not afford to reach IF you understand who yourprospects are and what problem you solve for them KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  31. 31. Great Companies and Innovation KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  32. 32. Monitor Your Results Effectively For Guides & Additional Resources www.stateoftheowner.com
  33. 33. Measurement and SuccessBusinesses that monitor their lead generationand website analytics outperformed those thatdid not:- They grew 20% faster in 2011- They are twice as optimistic about 2012- They generated 30% more revenue overall KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  34. 34. Why Does Measurement Fail?1. Don’t setup meaningful goals because youdont know benchmarks(what’s realistic and possible)2. Don’t know how to improve what you aremeasuring(access to resources) KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  35. 35. "Insanity: doing the same thing over and overagain and expecting different results" Albert Einstein KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  36. 36. Educate Your CustomersFor Guides & Additional Resources www.stateoftheowner.com
  37. 37. Reaching customers before theydecide to buy KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  38. 38. What do those 97%want to hear about? KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  39. 39. Product data vs. market dataAs soon as you start talking about product data,97% of the audience stops listening and youlose permission to keep marketing to them. KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  40. 40. Examples3 reasons you need to buy a super computer VS.How top research labs increase productivity without buying anything5 ways a logistics company can improve your supply chain VS.Free online tool to calculate the easiest way to route products to Asia4 ways that a translation company saves you money VS.Use our free reading level calculator to reduce translation costs and increaseaccuracy KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  41. 41. Educational Marketing KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  42. 42. Focusing on your customers needs before they are ready to buy allowsyou to build a relationship before they start price shopping KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  43. 43. Stephens Margolin KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  44. 44. Stephens Margolin KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  45. 45. Stephens Margolin KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  46. 46. The Digital Marketing Ecosystem For Guides & Additional Resources www.stateoftheowner.com
  47. 47. The Digital Marketing Ecosystem KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  48. 48. 4 out of every 5 dollars spent on marketing by small and midsize companies are wasted KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  49. 49. Marketing and PlannersOnly 35% of respondents had a marketing plan they evaluated at leastquarterly. KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com
  50. 50. POLL KEY #2 - ACCELERATORSFor Guides & Additional Resources www.stateoftheowner.com
  51. 51. Accelerators ResourcesFree Resources: synotac.com/resourcesTrainings: synotac.com/trainingsAssessments & Services: synotac.com/services KEY #2 - ACCELERATORS For Guides & Additional Resources www.stateoftheowner.com

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