Presented by Vince Cavasin--Principal of Value Intersect Consulting--at the 2017 eReuse Conference (ERC) in New Orleans. This presentation covers all aspects of marketing strategy and tactics as they relate to companies in the eReuse industry, and gives specific examples of tactics that have yielded the most success based on Vince's experience as a marketing consultant to this industry.

1. Marketing in the eReuse Industry
Electronics Reuse Conference
November 1, 2017
Value Intersect Consulting

2. 2 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Agenda
• Why “do” marketing?
• Marketing tactic examples
• ROI-based prioritization

3. 3 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Agenda
• Why “do” marketing?
• Marketing tactic examples
• ROI-based prioritization

4. 4 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing is a key enabler of corporate
strategic goals
Corporate Strategic Goals (illustrative)
Grow
revenue
Increase
profitability
Enter new
markets
Secure
investment
Merge,
Acquire, Sell
Marketing Tactics
Thought
leadership
Sales/BD
assets
Website Analyst
relations
Press
mentions
Social
media
Campaigns VideosTemplates
Marketing Strategy
Brand
Strategy
Client
Strategy
Competitive
Strategy
Interaction
Strategy

5. 5 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Tactics
Marketing Strategy
An integrated marketing strategy requires all tactics
to work together to deliver a consistent message to
clients and prospects
Web Pages
Thought
Leadership
Sales/ BD
Assets
Email
Campaigns
Ad
Campaigns
Interaction Strategy
Brand Strategy
Customer Strategy
Competitive Strategy

6. 6 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Agenda
• Why “do” marketing?
• Marketing tactic examples
• ROI-based prioritization

7. 7 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing Tactic: Web Pages
What it is
• Ensuring ease of navigation and
fresh, relevant content on your
website
Why do it
• Improve SEO
• Destination for sales/BD
followups & campaigns
• Foundational for most other
marketing tactics
Measurement Mechanism
• Website analytics
Measurability
MH
ROI
MH
Dependencies
• Input quality/
availability
Information
Architecture
Targeted Pages Campaign Landing Pages
• Ensure site is easy for targeted users
to navigate
• If possible, test different taxonomies
and IA’s during redesign and
periodically after deployment
Target pages at specific segments and/or
personas based on content availability:
• Vertical specific pages
• Solutions pages
• Case study pages
• Thought leadership assets
• Must-do if you are conducting campaigns
• Target as carefully as possible at
expected visitors based on referring ad
• Convince visitors to opt-in for contact

8. 8 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing Tactic : Thought Leadership
What it is
• Developing authoritative POV
assets (whitepapers, ebooks,
infographics, videos) for use on
website, as leave-behinds, and in
campaigns
Why do it
• Increase brand awareness &
authority
• Generate leads
• Improve SEO
Measurement Mechanism
• Ad platform analytics
• Website analytics
Measurability
H
ROI
M
Dependencies
• Buyer
sophistication
From a single
foundational assets…
…You can create several
derivative assets…
Infographic
Journal
article(s)
Blog posts
…And then leverage all
these resources in paid &
organic campaigns
eMaterials
Reuse Co
The Definitive Guide
to Electronics
Refurbishment

9. 9 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing Tactic: Email Campaigns
What it is
• Emailing targeted messages to
prospects with the intent of
ultimately getting them to transact
Why do it
• Increase brand awareness
• Generate leads
Measurement Mechanism
• Search platform analytics
• Website analytics
Measurability
H
Dependencies
• Email list
quality/avail-
ability/cost
ROI
ML
• Many vendors to choose from
• Huge range of sophistication
• Huge range of price points
Address Sources
Internal
Sales/BD
Opt-Ins
Purchased
Lists
Email Marketing Platform Campaigns
• Informational vs nurturing vs promotional
• Number and complexity limited only by
your imagination and chosen platform

10. 10 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Potential Marketing Project: Digital Ad
Campaigns
What it is
• Placing display or text ads on
specific sites or groups of sites
• May be targeted to varying degrees
based on demographics and/or
behavior
Why do it
• Increase brand awareness
• Generate leads
Measurement Mechanism
• Ad platform analytics
• Website analytics
Measurability
H
ROI
M
Dependencies
• Channel
• Targetability
We have found LinkedIn to be the most promising
ad platform due to its targeting capabilities

11. 11 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing Tactics: Sales / BD Enablement
Materials
What it is
• Any materials your sales
and/or BD teams need to
represent your offerings to
clients and prospects
• E.g. pitch decks, videos,
intro letters, templates,
battle cards, etc.
Why do it
• Guide conversations to strategically most
important segments and solutions
• Equip sales & BD teams with highest
quality, most effective materials
• Ensure consistent messaging and
branding across assets and team
members
• Avoid reinventing the wheel
Measurement Mechanism
• Person hours saved
• Consistency/accuracy of
messaging
• Close rate
Measurability
M
ROI
H

12. 12 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing Tactics: RFx Response Inputs &
Database
What it is
• A set of vetted and
approved answers to
common RFx questions,
along with any necessary
attachments
Why do it
• Ensure messaging is aligned with
marketing strategy
• Ensure consistent messaging across
RFx responses and team members
• Avoid reinventing the wheel
Historic RFx Responses
& Attachments
Vet, Categorize, & Align Organize into database
• Use any DB—or even Excel
• Single best answer to every question
• Attachments embedded where needed
• Cross referenced between questions
where helpful & back to original source
• Aggregate all past responses in one
place
• Vet each question/response for
accuracy and timeliness
• Categorize by target segment,
solution offering, etc
• Align with current strategic messaging
Measurement Mechanism
• Person hours saved
• Consistency/accuracy of messaging
• Advancement in RFx processes
Measurability
M
ROI
H

13. 13 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing Tactic: Search Engine Marketing
What it is
• Paying search engines to display
your ads based on search results
and potentially other criteria
Why do it
• Increase brand awareness
• Generate leads
Measurement Mechanism
• Search platform analytics
• Website analytics
Measurability
H
Dependencies
• Keyword
availability
ROI
ML
Google Search Results Page Ads Google Display Network Ads
• Target by keyword only
• Pay per click
• Selecting right keywords can get
complicated
• Target by keyword, topic, and placement site
• Pay per click
• Targeting can be more refined but can get even
more complicated (and time consuming)

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Agenda
• Why “do” marketing?
• Marketing tactic examples
• ROI-based prioritization

15. 15 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Marketing Tactics Summary
Relative ROI
RelativePerformanceMeasurability
Thought
Leadership
Search
Engine
Marketing
Web
Digital
Ads
Circle size represents relative effort
Sales/BD
Assets
Email
Campaigns

16. 16 © 2017 Value Intersect Consulting, LLC. All rights reserved.
Thank you!
Vince Cavasin, Principal
Value Intersect Consulting
vince@valueintersectconsulting.com