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B2B 
Product 
Marke/ng 
Brand 
Awareness 
and 
Lead 
Genera-on 
High 
ROI, 
High 
Impact 
and 
Low 
Cost 
Framework 
Michael 
Fertman 
B2B 
SaaS 
Product 
Marke/ng 
Leader 
August 
7, 
2014
Typical 
Assump/ons 
for 
a 
B2B 
Brand 
or 
Product 
Marke/ng 
Annual 
Plan 
2 
• Sales 
Growth 
ACCELERATION 
o Primary 
marke/ng 
goal 
is 
to 
profitably 
generate 
a 
‘step-­‐change’ 
increase 
in 
annual 
sales 
growth 
o E.g. 
15% 
annual 
growth 
! 
30% 
annual 
growth 
• Brand 
Recogni-on 
o Eleva=ng 
the 
Brand 
is 
a 
key 
founda/on 
in 
the 
achievement 
of 
this 
goal 
o I.e. 
Increase 
in 
brand 
awareness 
in 
close 
associa/on 
with 
key 
differen/ators 
• Marke-ng 
Efficiency 
o Marke/ng 
efforts 
(i.e. 
expenses) 
clearly 
/ed 
to 
outcomes 
o E.g. 
Repurpose 
content 
and 
campaigns 
across 
mul/ple 
channels
Typical 
Assump/ons 
for 
a 
B2B 
Brand 
or 
Product 
Marke/ng 
Annual 
Plan 
(con/nued) 
3 
• Profitable, 
‘step-­‐change’ 
increase 
in 
annual 
sales 
growth 
is 
the 
primary 
marke/ng 
goal 
o Accelerate 
the 
increase 
in 
penetra/on 
within 
exis/ng 
customers 
o Accelerate 
the 
increase 
in 
the 
number 
and 
value 
of 
new 
customers 
o Reduce 
cost 
of 
sale 
by 
con/nuously 
evalua/ng 
ROI 
by 
marke/ng 
channel 
/ 
program 
• Brand 
Awareness 
improvement 
is 
a 
key 
driver 
of 
goal 
achievement 
-­‐-­‐ 
Examples: 
Tradi-onal 
o Tradeshows 
o PR 
o Print 
• Marke/ng 
Tac/cs 
will 
typically 
Include 
focus 
on: 
o Building 
the 
Brand: 
See 
above 
o Increasing 
Penetra-on: 
Incen/ve 
and 
Loyalty 
program(s), 
communica/ons 
plaXorms, 
training, 
materials 
o Genera-ng 
Demand: 
" Integrated 
Marke/ng 
programs 
– 
e.g. 
Direct 
Mail 
+ 
Email 
+ 
Search 
Engine 
Marke/ng 
+ 
Telemarke/ng 
" Lead 
Nurturing 
– 
ongoing 
digital 
communica/on 
based 
on 
digital 
or 
offline 
interac/ons 
with 
sales 
and 
marke/ng 
" Clear 
Value 
Props 
– 
what 
problems 
does 
your 
product 
solve? 
For 
whom? 
And 
why 
is 
yours 
beber? 
" New 
Sales 
Channels 
– 
Iden/fy 
new, 
less 
expensive 
sales 
channels, 
poten/ally 
outside 
typical 
approaches 
to 
reaching 
prospects 
Digital 
o Website 
/ 
SEO 
o Thought 
Leadership 
& 
relevant 
content 
distributed 
via... 
o … 
PR, 
Email, 
Newslebers, 
Blog 
Posts, 
Social 
Media, 
Paid 
Search
In 
B2B 
Marke/ng, 
the 
Following 
Three 
Principles 
Lead 
to 
Effec/ve 
and 
Profitable 
Growth 
Accelera/on 
Face-­‐to-­‐Face 
marke-ng 
elevates 
the 
brand 
o Face-­‐to-­‐face 
rela/onships 
are 
/ 
can 
be 
the 
brand 
in 
many 
cases 
o Target 
Customers 
must 
believe 
that 
your 
product 
is 
an 
industry 
leader 
and 
that 
you 
are 
too 
Thought 
Leadership 
Drives 
Brand 
Awareness 
and 
Improves 
Brand 
Image 
o Valuable 
insight 
for 
target 
customers 
will 
help 
them 
make 
beber 
decisions… 
o … 
and 
will 
elevate 
brand 
percep/on 
… 
o … 
and 
will 
provide 
‘air 
cover’ 
for 
poten/al 
customers 
when 
selec/ng 
your 
product 
Marke-ng 
Efficiency 
is 
Cri-cal 
o Focus: 
Choose 
the 
20% 
-­‐ 
25% 
of 
effort 
that 
will 
drive 
80% 
-­‐ 
90% 
of 
poten/al 
impact 
o Scale: 
Enhance 
brand 
building 
with 
digital 
marke/ng 
efforts 
o Tools 
and 
Analy-cs 
" Produc-vity: 
Marke/ng 
automa/on 
(e.g. 
Marketo, 
Hubspot, 
Pardot, 
Eloqua) 
fully 
integrated 
with 
CRM 
" Op-miza-on: 
End-­‐to-­‐end 
measurement 
of 
success 
and 
ROI 
of 
all 
programs 
4 
1 
2 
3
Mapping 
the 
Marke/ng 
Mix 
to 
These 
Guidelines 
Can 
Profitably 
and 
Efficiently 
Generate 
Sales 
Growth 
Accelera/on 
5 
Marke-ng 
Approach 
Descrip-on 
Face-­‐to-­‐Face 
Marke-ng 
Trade 
Shows 
and 
Industry 
Events 
Goals: 
Generate 
new 
rela/onships 
with 
thought 
leaders 
and 
prospects, 
advance 
exis/ng 
rela/onships, 
build 
Brand. 
Client 
Advisory 
Panel 
Goal: 
Increase 
value 
for 
large 
current 
clients 
• Share 
best 
prac/ces 
• Understand 
addi/onal 
services 
and 
ROI 
Thought 
Leadership 
/ 
Face-­‐to-­‐Face 
Marke-ng 
Roundtables 
with 
exis-ng 
and 
target 
customers 
Goal: 
Establish 
your 
company 
and 
product 
as 
a 
thought 
leader 
on 
relevant 
topics. 
Increase 
posi/ve 
brand 
awareness. 
Company 
Leaders 
on 
Industry 
Panels 
Goal: 
Establish 
your 
company 
as 
a 
thought 
leader 
within 
relevant 
ver/cals. 
Build 
brand 
awareness. 
Thought 
Leadership 
/ 
Remote 
and 
Electronic 
Topics 
relevant 
to 
the 
problems 
your 
company 
solves 
Goals: 
(1) 
Establish 
your 
company 
and 
product 
team 
as 
a 
thought-­‐leader 
on 
important, 
‘key 
word 
rich’ 
topics. 
(2) 
Develop 
‘rela/onships’ 
with 
prospects 
whom 
you 
would 
otherwise 
not 
reach. 
Delivery 
Methods 
Webinars, 
Teleconferences, 
Ar/cles 
/ 
Blog 
Posts, 
Newslebers 
Goal: 
Package 
content 
in 
a 
manner 
that 
can 
be 
mass-­‐ 
distributed 
and 
‘re-­‐purposed’ 
Marke-ng 
Efficiency 
Distribu-on 
Methods 
Electronic 
– 
press 
releases, 
email, 
social 
media, 
website, 
Newslebers 
Goal: 
Build 
Brand 
and 
generate 
inbound 
leads 
– 
inexpensively 
and 
efficiently. 
Face-­‐to-­‐Face 
Marke-ng 
• Trade 
Shows 
& 
Sponsorship 
• Advisory 
Panels 
• Topical 
Thought 
Leadership 
• Topics: 
Focus 
on 
problems 
that 
product 
solves 
• Formats: 
Roundtables, 
panel 
discussions… 
Roundtables 
• Speaking 
on 
Panels 
…White 
Papers, 
Blog 
Posts, 
Webinars, 
Teleconferences, 
Independent 
surveys 
Marke-ng 
Efficiency 
Low 
cost 
distribu/on: 
Press 
Releases, 
Email, 
Social 
Media, 
Website, 
Newslebers, 
YouTube 
, 
Slideshare
Example: 
Up-­‐Front 
Planning 
and 
Analysis 
for 
a 
company 
with 
few 
tools 
and 
processes 
already 
in 
place 
• Add 
Site 
Analy/cs 
• Website 
SEO 
• Audit 
materials 
/ 
gaps 
• Close 
major 
gaps 
(website, 
materials) 
• Compe/tor 
Monitoring 
• Plan 
marke/ng 
automa/on 
sooware 
• Con/nue 
closing 
major 
gaps 
• Implement 
marke/ng 
automa/on 
sooware 
• Assemble 
data 
on 
exis/ng 
customers 
• ID 
key 
clients 
and 
prospects 
to 
interview 
ID 
differen/a/ng 
characteris/cs 
• “New” 
Clients 
• “Growing” 
Clients 
• “Lost 
/ 
Declining” 
Analyses 
to 
develop 
models 
for: 
• Abri/on 
warning 
• Likely 
upsell 
/ 
Cross-­‐sell 
Align 
on 
KPIs 
PR 
Planning 
/ 
Calendar 
• Iden/fy 
‘Influencers’ 
& 
Awards 
• Create 
General 
communica/ons 
calendar 
Align 
on 
KPIs 
Create 
Marke-ng 
Calendar 
• Trade 
shows 
• Client 
outreach 
• Incen/ve 
/ 
Loyalty 
programs 
• Topics 
for 
‘content 
marke/ng’ 
calendar 
Implement 
Calendar 
Align 
on 
KPIs 
for 
2015 
Con-nued 
Execu-on 
(see 
Q2) 
Rplan 
Planning 
for 
Next 
Year 
• Full 
year 
ROI 
analysis 
• Map 
opera/onal 
readiness 
to 
marke/ng 
poten/al 
• Full 
Year 
Marke/ng 
Calendar 
6 
Cri-cal 
Tools 
to 
Increase 
insight, 
reach 
and 
efficiency 
Key 
Insights 
to 
Drive 
Cross-­‐Sell 
and 
Upsell 
Customer 
Segmenta-on 
& 
Targe-ng 
Planning 
Planning 
Q1 
Q2 
Q3 
Q4 
Tools 
and 
Enablement 
TOOLS, 
ANALYSIS 
AND 
PLANNING
• Add 
Q1 
Q2 
Q3 
Q4 
Site 
Analy/cs 
• SEO: 
Directories 
• SEO: 
Website 
changes 
• SEO: 
Case 
studies 
• SEO: 
Inbound 
Links 
TBD 
• New 
/ 
enhanced 
materials 
for 
target 
segment(s) 
• Design, 
send 
branded 
‘desk 
items’ 
to 
clients 
TBD 
• Newsleber(s) 
• Integrated 
mktg 
campaign(s) 
• Email 
• Paid 
Search 
(LinkedIn) 
• PR, 
Social, 
webinar 
• Targeted 
outreach 
• Design 
loyalty 
program(s) 
• Client 
Advisory 
Panel 
• Ramp 
up 
campaigns 
• Improve 
targe/ng 
• Develop 
repor/ng 
& 
scorecards 
for 
acquisi/on, 
calculators, 
scorecards 
• Begin 
targeted 
PR 
campaign 
towards 
key 
influencers 
– 
‘road 
show’ 
• Ongoing 
applica/ons 
to 
relevant 
industry 
awards 
• Tradeshows 
• Bi-­‐Weekly 
‘content’ 
and 
campaigns: 
white 
papers, 
webinars, 
infographics, 
etc 
via 
email, 
SEM, 
social, 
blogging, 
PR 
• Trade 
shows 
Example: 
Execu/on 
Calendar 
7 
Website 
and 
Collateral 
Website 
Marke-ng 
Collateral 
Penetra-on 
Increase, 
Acquisi-on, 
Branding 
TACTICAL 
EXECUTION 
Increase 
Penetra-on 
Acquisi-on 
and 
Branding
Mission: 
Know 
that 
trade 
group’s 
mission 
and 
how 
it 
relates 
to 
your 
brand, 
product 
and 
differen/a/on 
Know 
membership 
Know 
compe/tor 
rela/onship 
Annual 
Conference 
(Date, 
Loca?on) 
Compe=tor 
is 
Silver 
Sponsor 
Gold 
Sponsor: 
$6,500 
Silver 
Sponsor: 
$3,200 
Eastern 
Regional 
Mee?ng 
(Date, 
Loca?on) 
Western 
Regional 
Mee?ng 
(Date, 
Loca?on) 
Same 
as 
Above 
Industry 
Summit 
Summit 
(Date 
and 
Loca?on) 
Exhibitor: 
$1,650 
+ 
T&E 
2014 
Industry 
Symposium 
(Dates, 
Loca?on) 
Exhibitor: 
TBD 
Example: 
Brand-­‐Building 
– 
Industry 
Events 
8 
Industry 
Events 
Industry 
Trade 
Associa-on 
#2 
Overview 
Q2 
‘14 
Q3 
‘14 
Q4 
‘14 
Industry 
Trade 
Associa-on 
#1 
Industry 
Sponsorship 
Opportuni/es
Michael 
Fertman 
– 
About 
the 
Author 
Michael 
Fertman 
is 
a 
B2B 
Product 
Marke/ng 
Expert 
whose 
20+ 
year 
career 
has 
included 
leadership 
roles 
in 
B2B 
Corporate 
Marke/ng, 
Product 
Marke/ng 
and 
Product 
Management 
primarily 
for 
SaaS 
and 
Informa/on 
Services 
companies 
and 
products. 
He 
is 
currently 
providing 
product 
marke/ng 
consul/ng 
services 
to 
B2B 
firms 
with 
10-­‐200 
employees 
and 
$0mm 
to 
$50mm 
in 
annual 
sales. 
Previously, 
as 
CMO 
of 
an 
interna/onal 
market 
research 
firm 
serving 
the 
Investment 
community, 
he 
built 
the 
marke/ng 
func/on 
from 
the 
ground 
up. 
During 
his 
tenure 
the 
firm 
generated 
double-­‐digit 
growth 
in 
a 
flat 
market 
two 
years 
in 
a 
a 
row, 
taking 
share 
from 
the 
compe//on. 
Before 
his 
CMO 
role, 
He 
held 
a 
variety 
of 
Product 
Marke/ng 
roles 
at 
D&B, 
where 
his 
teams 
more 
than 
doubled 
the 
growth 
rate 
of 
six 
different 
product 
lines. 
His 
career 
also 
includes 
marke/ng 
strategy 
consul/ng 
at 
Booz 
& 
Company 
and 
Strategic 
Marke/ng 
for 
New 
York 
Life. 
He 
began 
his 
career 
as 
a 
Naval 
Officer, 
serving 
as 
Navigator 
of 
a 
Nuclear 
Powered 
Cruiser 
during 
the 
First 
Gulf 
War 
aoer 
abending 
the 
Wharton 
School 
of 
the 
University 
of 
Pennsylvania 
on 
a 
Navy 
ROTC 
Scholarship. 
He 
also 
holds 
an 
MBA 
in 
Marke/ng 
from 
the 
University 
of 
Chicago 
Booth 
School 
of 
Business. 
9
Michael 
Fertman 
– 
Areas 
of 
Exper/se 
• Search 
Engine 
Op/miza/on 
o Gain 
first 
page 
Google 
and 
Bing 
rank 
for 
3 
to 
5 
cri/cal 
keywords 
o 5x 
to 
10x 
increase 
in 
keyword-­‐driven 
site 
visits 
o Strategy, 
Planning 
and 
Execu/on 
o Examples: 
Primary 
Research 
Firms 
(Guidepoint 
Global); 
B2B 
SaaS 
CMO 
NYC 
(Michael 
Fertman) 
o Engagements 
ranging 
from 
2 
days 
to 
3 
weeks 
• Sales 
Growth 
Strategy 
-­‐-­‐ 
Diagnos/c 
and 
Ac/on 
Plan 
o Company 
must 
have 
200+ 
clients 
o Customer 
Segmenta/on 
by 
growth 
category 
(new, 
growing, 
lost, 
declining) 
o Root 
cause 
analysis 
o Priori/zed 
ac/on 
plan 
o Plan 
execu/on 
• Integrated 
CRM 
and 
Marke/ng 
Automa/on 
procurement 
and 
implementa/on 
o Suitable 
for 
companies 
with 
$10mm+ 
annual 
sales 
and/or 
200+ 
clients 
o Map 
sales 
process 
to 
CRM 
and 
Marke/ng 
automa/on 
o Procure 
suitable 
systems 
based 
on 
company 
maturity 
and 
growth 
trajectory 
o Manage 
implementa/on 
and 
rollout 
(requires 
some 
outside 
programming 
support) 
10
Michael 
Fertman 
– 
Areas 
of 
Exper/se 
(con/nued) 
• Product 
Launch 
Management 
o Crao 
comprehensive 
launch 
plan 
" External: 
PR, 
Adver/sing, 
Customer 
and 
Prospect 
Communica/ons, 
Case 
Studies 
and 
Tes/monials 
" Internal: 
Internal 
launch 
communica/ons 
plan, 
sales 
enablement 
o Launch 
Plan 
Execu/on 
" Marke/ng 
Materials 
(see 
above) 
" PR 
" Website 
changes 
o Engagements 
ranging 
from 
weeks 
to 
months 
11

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B2B Lead Gen and Brand Building - B2B Product Marketing Series

  • 1. B2B Product Marke/ng Brand Awareness and Lead Genera-on High ROI, High Impact and Low Cost Framework Michael Fertman B2B SaaS Product Marke/ng Leader August 7, 2014
  • 2. Typical Assump/ons for a B2B Brand or Product Marke/ng Annual Plan 2 • Sales Growth ACCELERATION o Primary marke/ng goal is to profitably generate a ‘step-­‐change’ increase in annual sales growth o E.g. 15% annual growth ! 30% annual growth • Brand Recogni-on o Eleva=ng the Brand is a key founda/on in the achievement of this goal o I.e. Increase in brand awareness in close associa/on with key differen/ators • Marke-ng Efficiency o Marke/ng efforts (i.e. expenses) clearly /ed to outcomes o E.g. Repurpose content and campaigns across mul/ple channels
  • 3. Typical Assump/ons for a B2B Brand or Product Marke/ng Annual Plan (con/nued) 3 • Profitable, ‘step-­‐change’ increase in annual sales growth is the primary marke/ng goal o Accelerate the increase in penetra/on within exis/ng customers o Accelerate the increase in the number and value of new customers o Reduce cost of sale by con/nuously evalua/ng ROI by marke/ng channel / program • Brand Awareness improvement is a key driver of goal achievement -­‐-­‐ Examples: Tradi-onal o Tradeshows o PR o Print • Marke/ng Tac/cs will typically Include focus on: o Building the Brand: See above o Increasing Penetra-on: Incen/ve and Loyalty program(s), communica/ons plaXorms, training, materials o Genera-ng Demand: " Integrated Marke/ng programs – e.g. Direct Mail + Email + Search Engine Marke/ng + Telemarke/ng " Lead Nurturing – ongoing digital communica/on based on digital or offline interac/ons with sales and marke/ng " Clear Value Props – what problems does your product solve? For whom? And why is yours beber? " New Sales Channels – Iden/fy new, less expensive sales channels, poten/ally outside typical approaches to reaching prospects Digital o Website / SEO o Thought Leadership & relevant content distributed via... o … PR, Email, Newslebers, Blog Posts, Social Media, Paid Search
  • 4. In B2B Marke/ng, the Following Three Principles Lead to Effec/ve and Profitable Growth Accelera/on Face-­‐to-­‐Face marke-ng elevates the brand o Face-­‐to-­‐face rela/onships are / can be the brand in many cases o Target Customers must believe that your product is an industry leader and that you are too Thought Leadership Drives Brand Awareness and Improves Brand Image o Valuable insight for target customers will help them make beber decisions… o … and will elevate brand percep/on … o … and will provide ‘air cover’ for poten/al customers when selec/ng your product Marke-ng Efficiency is Cri-cal o Focus: Choose the 20% -­‐ 25% of effort that will drive 80% -­‐ 90% of poten/al impact o Scale: Enhance brand building with digital marke/ng efforts o Tools and Analy-cs " Produc-vity: Marke/ng automa/on (e.g. Marketo, Hubspot, Pardot, Eloqua) fully integrated with CRM " Op-miza-on: End-­‐to-­‐end measurement of success and ROI of all programs 4 1 2 3
  • 5. Mapping the Marke/ng Mix to These Guidelines Can Profitably and Efficiently Generate Sales Growth Accelera/on 5 Marke-ng Approach Descrip-on Face-­‐to-­‐Face Marke-ng Trade Shows and Industry Events Goals: Generate new rela/onships with thought leaders and prospects, advance exis/ng rela/onships, build Brand. Client Advisory Panel Goal: Increase value for large current clients • Share best prac/ces • Understand addi/onal services and ROI Thought Leadership / Face-­‐to-­‐Face Marke-ng Roundtables with exis-ng and target customers Goal: Establish your company and product as a thought leader on relevant topics. Increase posi/ve brand awareness. Company Leaders on Industry Panels Goal: Establish your company as a thought leader within relevant ver/cals. Build brand awareness. Thought Leadership / Remote and Electronic Topics relevant to the problems your company solves Goals: (1) Establish your company and product team as a thought-­‐leader on important, ‘key word rich’ topics. (2) Develop ‘rela/onships’ with prospects whom you would otherwise not reach. Delivery Methods Webinars, Teleconferences, Ar/cles / Blog Posts, Newslebers Goal: Package content in a manner that can be mass-­‐ distributed and ‘re-­‐purposed’ Marke-ng Efficiency Distribu-on Methods Electronic – press releases, email, social media, website, Newslebers Goal: Build Brand and generate inbound leads – inexpensively and efficiently. Face-­‐to-­‐Face Marke-ng • Trade Shows & Sponsorship • Advisory Panels • Topical Thought Leadership • Topics: Focus on problems that product solves • Formats: Roundtables, panel discussions… Roundtables • Speaking on Panels …White Papers, Blog Posts, Webinars, Teleconferences, Independent surveys Marke-ng Efficiency Low cost distribu/on: Press Releases, Email, Social Media, Website, Newslebers, YouTube , Slideshare
  • 6. Example: Up-­‐Front Planning and Analysis for a company with few tools and processes already in place • Add Site Analy/cs • Website SEO • Audit materials / gaps • Close major gaps (website, materials) • Compe/tor Monitoring • Plan marke/ng automa/on sooware • Con/nue closing major gaps • Implement marke/ng automa/on sooware • Assemble data on exis/ng customers • ID key clients and prospects to interview ID differen/a/ng characteris/cs • “New” Clients • “Growing” Clients • “Lost / Declining” Analyses to develop models for: • Abri/on warning • Likely upsell / Cross-­‐sell Align on KPIs PR Planning / Calendar • Iden/fy ‘Influencers’ & Awards • Create General communica/ons calendar Align on KPIs Create Marke-ng Calendar • Trade shows • Client outreach • Incen/ve / Loyalty programs • Topics for ‘content marke/ng’ calendar Implement Calendar Align on KPIs for 2015 Con-nued Execu-on (see Q2) Rplan Planning for Next Year • Full year ROI analysis • Map opera/onal readiness to marke/ng poten/al • Full Year Marke/ng Calendar 6 Cri-cal Tools to Increase insight, reach and efficiency Key Insights to Drive Cross-­‐Sell and Upsell Customer Segmenta-on & Targe-ng Planning Planning Q1 Q2 Q3 Q4 Tools and Enablement TOOLS, ANALYSIS AND PLANNING
  • 7. • Add Q1 Q2 Q3 Q4 Site Analy/cs • SEO: Directories • SEO: Website changes • SEO: Case studies • SEO: Inbound Links TBD • New / enhanced materials for target segment(s) • Design, send branded ‘desk items’ to clients TBD • Newsleber(s) • Integrated mktg campaign(s) • Email • Paid Search (LinkedIn) • PR, Social, webinar • Targeted outreach • Design loyalty program(s) • Client Advisory Panel • Ramp up campaigns • Improve targe/ng • Develop repor/ng & scorecards for acquisi/on, calculators, scorecards • Begin targeted PR campaign towards key influencers – ‘road show’ • Ongoing applica/ons to relevant industry awards • Tradeshows • Bi-­‐Weekly ‘content’ and campaigns: white papers, webinars, infographics, etc via email, SEM, social, blogging, PR • Trade shows Example: Execu/on Calendar 7 Website and Collateral Website Marke-ng Collateral Penetra-on Increase, Acquisi-on, Branding TACTICAL EXECUTION Increase Penetra-on Acquisi-on and Branding
  • 8. Mission: Know that trade group’s mission and how it relates to your brand, product and differen/a/on Know membership Know compe/tor rela/onship Annual Conference (Date, Loca?on) Compe=tor is Silver Sponsor Gold Sponsor: $6,500 Silver Sponsor: $3,200 Eastern Regional Mee?ng (Date, Loca?on) Western Regional Mee?ng (Date, Loca?on) Same as Above Industry Summit Summit (Date and Loca?on) Exhibitor: $1,650 + T&E 2014 Industry Symposium (Dates, Loca?on) Exhibitor: TBD Example: Brand-­‐Building – Industry Events 8 Industry Events Industry Trade Associa-on #2 Overview Q2 ‘14 Q3 ‘14 Q4 ‘14 Industry Trade Associa-on #1 Industry Sponsorship Opportuni/es
  • 9. Michael Fertman – About the Author Michael Fertman is a B2B Product Marke/ng Expert whose 20+ year career has included leadership roles in B2B Corporate Marke/ng, Product Marke/ng and Product Management primarily for SaaS and Informa/on Services companies and products. He is currently providing product marke/ng consul/ng services to B2B firms with 10-­‐200 employees and $0mm to $50mm in annual sales. Previously, as CMO of an interna/onal market research firm serving the Investment community, he built the marke/ng func/on from the ground up. During his tenure the firm generated double-­‐digit growth in a flat market two years in a a row, taking share from the compe//on. Before his CMO role, He held a variety of Product Marke/ng roles at D&B, where his teams more than doubled the growth rate of six different product lines. His career also includes marke/ng strategy consul/ng at Booz & Company and Strategic Marke/ng for New York Life. He began his career as a Naval Officer, serving as Navigator of a Nuclear Powered Cruiser during the First Gulf War aoer abending the Wharton School of the University of Pennsylvania on a Navy ROTC Scholarship. He also holds an MBA in Marke/ng from the University of Chicago Booth School of Business. 9
  • 10. Michael Fertman – Areas of Exper/se • Search Engine Op/miza/on o Gain first page Google and Bing rank for 3 to 5 cri/cal keywords o 5x to 10x increase in keyword-­‐driven site visits o Strategy, Planning and Execu/on o Examples: Primary Research Firms (Guidepoint Global); B2B SaaS CMO NYC (Michael Fertman) o Engagements ranging from 2 days to 3 weeks • Sales Growth Strategy -­‐-­‐ Diagnos/c and Ac/on Plan o Company must have 200+ clients o Customer Segmenta/on by growth category (new, growing, lost, declining) o Root cause analysis o Priori/zed ac/on plan o Plan execu/on • Integrated CRM and Marke/ng Automa/on procurement and implementa/on o Suitable for companies with $10mm+ annual sales and/or 200+ clients o Map sales process to CRM and Marke/ng automa/on o Procure suitable systems based on company maturity and growth trajectory o Manage implementa/on and rollout (requires some outside programming support) 10
  • 11. Michael Fertman – Areas of Exper/se (con/nued) • Product Launch Management o Crao comprehensive launch plan " External: PR, Adver/sing, Customer and Prospect Communica/ons, Case Studies and Tes/monials " Internal: Internal launch communica/ons plan, sales enablement o Launch Plan Execu/on " Marke/ng Materials (see above) " PR " Website changes o Engagements ranging from weeks to months 11