This document outlines 10 tips for creating an effective marketing strategy. It recommends adopting mindfulness for meaningful disruption and innovation. It also suggests selling a vision rather than just tools, thinking beyond just marketing automation, and creating alignment between sales and marketing through a common language and goals. Additional tips include addressing soft and hard integration of teams, developing a "next practices" culture, coaching models for different engagement levels, focusing on relationship building, constantly refining lead scoring with sales feedback, and redefining traditional marketing metrics. The overall aim is to transform marketing approaches.

1. 10 Tips for Creating your
Marketing Ironman
10 Tips for Creating your
Marketing Ironman
22
September
2015
Stewart Conway
Head of Digital Marketing
Jupiter Asset Management

2. A bit of context: Who I am and who we
are…

3. A new breed of Marketing professionals
are being built…

4. 1. Innovation and disruption is more
than an idea, change your approach
Mindfulness is the intentional, accepting and non-­judgemental focus of
one's attention on the emotions, thoughts and sensations occurring in the
present moment
The
secret
source
code
to
meaningful
disruption
‘Mindfulness’

5. 2. Sell a vision not a tool
Create desire, motivation and clarity

6. 3. Think big, think beyond MA
Marketing Automation
‘A smart email tool’
Customer engagement engine
‘Sales and Marketing Exoskeleton’
Marketing
transformation

7. 4. Create sales and marketing
alignment
The need to create a common purpose, common interest and common language

8. 4. Create sales and marketing
alignment
4491
1325
669
634
Common interest: Sales funnel
Common purpose: Developing the funnel
Common language:
• Number of leads
• Quality of leads
• Velocity through the funnel
• Funnel health by product
• Sales

9. 5. Soft and hard integration to be
addressed
Source and use boundary spanners to
leverage transferable trust

10. 6. Develop a ‘Next Practice’ culture
Best Practices look backward, providing advice that worked
in the past;; Next Practices focus on what to do in the time
ahead.

11. 7. People engage at different speeds,
develop a variety of coaching models

12. 8. Content overhaul: think
conversations and relationship building
ToFu
MoFu
BoFu

13. 9. Constantly review and refine your
lead scoring with sales
13
Constant feedback loops
New
touch
points
Collaborate
with
sales

14. (BSI)
+
(CCSC)
(OEBG)
10. Redefine the marketing equation:
The Traditional equation
X
(EMS)
=
£
‘I
know
half
of
my
marketing
is
working,
I
just
don’t
know
which
half’
(Henry
Ford)
?

15. 10. Redefine the marketing equation:
The Traditional equation

16. 10. Redefine the marketing equation:
Our new equation
£
=
(MCF)
x
(ASI)
=
£+

17. 1. Adopt
‘Mindfulness’
for
meaning
full
disruption
and
innovation
2. Sell
a
vision
not
a
tool
3. Think
big
– beyond
MA
4. Create
sales
and
marketing
alignment
– develop
a
new
common
language
and
way
of
thinking
5. Soft
and
hard
integration
need
to
be
addressed
– build
relationships
and
boundary
speakers
6. Develop
a
“Next
Practice”
culture
7. People
engage
at
different
speeds,
develop
a
variety
of
coaching
models,
including
1-­‐2-­‐1
8. Content
Overhaul:
think
conversations
and
relations
building
9. Constantly
review
and
refine
lead
scoring
with
sales
10.Redefine
the
marketing
equation
10 key learnings and recommendations17

18. Thank you
COMING SOON

19. Thank You!Thank You!