The document discusses a new marketing model called Cluster Marketing that biotech companies can use when marketing budgets are reduced. It involves segmenting customers into smaller demographic and psychographic groups and targeting them with customized messages. This allows for more effective marketing with fewer resources compared to traditional mass marketing approaches, and helps protect brand equity and facilitate growth even in difficult economic times.
The document is a February 2009 issue of a marketing magazine. It discusses focusing marketing resources during difficult economic times, understanding marketing effectiveness through a 5 parameter review, and earning a monthly dividend by referring new clients to the marketing firm Agora through their referral program.
Marketing Agility: The Missing Metric?Shelly Lucas
Marketing agility isn’t just about doing things faster. It’s about being adaptable to abrupt shifts in customer needs and industry developments. In most cases, dialing up your nimbleness requires more than a team tune-up—usually, it requires nothing short of a transformation. Why, then, don’t CMOs measure their agility progress?
In this white paper, you’ll learn how and why marketers should consider measuring adaptability.
Chapter 8 - SECRETS TO BUILDING A WORLD-CLASS BUSINESS THROUGH LEADERSHIP MAR...VINCE FERRARO
This document discusses secrets to building a world-class business through leadership marketing. It outlines six key roles of successful marketing leaders and organizations: 1) being a strategic visionary for the business, 2) growing revenues and market share while managing profitability, 3) identifying and creating new business opportunities, 4) bringing the voice of customers to senior leadership, 5) creating the right marketing structures, and 6) balancing strategic planning and tactical execution over time. The document emphasizes that marketing must be both strategic and able to execute, and that the most effective marketing leaders blend roles to drive business growth.
This document discusses six essential dimensions for sales force success: 1) Strategy and Structure, 2) Customer Knowledge, 3) Talent, 4) Climate, 5) Processes, and 6) Support Systems. It explains that high performing sales organizations integrate these six dimensions and regularly evaluate and adapt them. Specifically, it emphasizes having a clear sales strategy aligned with business goals, understanding customers, developing sales talent, fostering a positive work climate, defining sales processes, and providing competitive intelligence and other support to sales teams.
This document provides a summary of the leading UK educational resource tutor2u. It states that tutor2u is the leading UK resource for Business, Economics, ICT and Politics and provides both free and subscription-based resources that can be accessed on their website at http://www.tutor2u.net.
This document provides an overview of marketing services for single source companies offered by Oceancom. It discusses how companies are increasingly offering turnkey solutions and the challenges of marketing these capabilities with limited resources. Oceancom offers a hybrid marketing solution using small teams of experienced professionals to develop marketing plans, branding, communications, and sales support at a lower cost than large agencies. The document outlines Oceancom's services and advantages and suggests companies may be making marketing errors if materials are outdated, online presence is weak, or marketing lacks the proper calibre or perspective to attract large customers.
This document discusses how aligning a company's business strategy with its brand strategy can lead to greater success. It provides the example of how BMW aligned its business strategy of "building highly engineered cars for performance enthusiasts" with its brand strategy of being "the ultimate driving machine." This alignment helped BMW outsell Mercedes 3 to 1. The document advocates that companies share their business plans with their agencies to benefit from additional strategic perspectives that can strengthen plans and drive growth. It also outlines a process for agencies to facilitate business and brand strategy alignment.
The document is a February 2009 issue of a marketing magazine. It discusses focusing marketing resources during difficult economic times, understanding marketing effectiveness through a 5 parameter review, and earning a monthly dividend by referring new clients to the marketing firm Agora through their referral program.
Marketing Agility: The Missing Metric?Shelly Lucas
Marketing agility isn’t just about doing things faster. It’s about being adaptable to abrupt shifts in customer needs and industry developments. In most cases, dialing up your nimbleness requires more than a team tune-up—usually, it requires nothing short of a transformation. Why, then, don’t CMOs measure their agility progress?
In this white paper, you’ll learn how and why marketers should consider measuring adaptability.
Chapter 8 - SECRETS TO BUILDING A WORLD-CLASS BUSINESS THROUGH LEADERSHIP MAR...VINCE FERRARO
This document discusses secrets to building a world-class business through leadership marketing. It outlines six key roles of successful marketing leaders and organizations: 1) being a strategic visionary for the business, 2) growing revenues and market share while managing profitability, 3) identifying and creating new business opportunities, 4) bringing the voice of customers to senior leadership, 5) creating the right marketing structures, and 6) balancing strategic planning and tactical execution over time. The document emphasizes that marketing must be both strategic and able to execute, and that the most effective marketing leaders blend roles to drive business growth.
This document discusses six essential dimensions for sales force success: 1) Strategy and Structure, 2) Customer Knowledge, 3) Talent, 4) Climate, 5) Processes, and 6) Support Systems. It explains that high performing sales organizations integrate these six dimensions and regularly evaluate and adapt them. Specifically, it emphasizes having a clear sales strategy aligned with business goals, understanding customers, developing sales talent, fostering a positive work climate, defining sales processes, and providing competitive intelligence and other support to sales teams.
This document provides a summary of the leading UK educational resource tutor2u. It states that tutor2u is the leading UK resource for Business, Economics, ICT and Politics and provides both free and subscription-based resources that can be accessed on their website at http://www.tutor2u.net.
This document provides an overview of marketing services for single source companies offered by Oceancom. It discusses how companies are increasingly offering turnkey solutions and the challenges of marketing these capabilities with limited resources. Oceancom offers a hybrid marketing solution using small teams of experienced professionals to develop marketing plans, branding, communications, and sales support at a lower cost than large agencies. The document outlines Oceancom's services and advantages and suggests companies may be making marketing errors if materials are outdated, online presence is weak, or marketing lacks the proper calibre or perspective to attract large customers.
This document discusses how aligning a company's business strategy with its brand strategy can lead to greater success. It provides the example of how BMW aligned its business strategy of "building highly engineered cars for performance enthusiasts" with its brand strategy of being "the ultimate driving machine." This alignment helped BMW outsell Mercedes 3 to 1. The document advocates that companies share their business plans with their agencies to benefit from additional strategic perspectives that can strengthen plans and drive growth. It also outlines a process for agencies to facilitate business and brand strategy alignment.
This document summarizes the experience and qualifications of a senior-level management executive. The executive has over 30 years of experience leading large-scale operations in sales, marketing, and business development for technology companies in Latin America. Areas of expertise include strategic planning, revenue growth, operations management, and developing channel partnerships. The executive is proficient in English, Spanish, and Portuguese and has a proven track record of improving profits and driving new business opportunities through innovative leadership.
The document discusses how CMOs are facing pressure to achieve more with less marketing dollars. It recommends that CMOs adopt the 7S framework to optimize their marketing operations. The 7S framework involves analyzing and coordinating 7 interrelated levers: shared values, strategy, structure, systems, staffing, skills, and style. Adopting this framework would help CMOs standardize success and efficiency across departments, brands, and agency partners.
Reloop40innovation is a marketing consultancy that offers a unique service to small and medium sized companies. They provide expertise across all marketing and sales disciplines to help companies generate demand, accelerate growth through channels, improve the customer experience, build loyalty, and develop effective communications. Their services include demand generation, channel management, digital marketing, brand management, and image development. They take on projects, interim operating roles, or provide ongoing advisory assistance tailored to each client's specific needs.
Sales enablement solutions have shown dramatic impact for both sales and marketing departments by increasing efficiency. As buyers have become more risk-averse and seek efficiencies, companies are deploying sales enablement platforms to help sales teams add value and communicate effectively while handling wider product offerings. Case studies demonstrate sales enablement platforms can boost productivity and revenue generation while reducing costs.
The document discusses 5 strategies that can help businesses emerge stronger from an economic recession by optimizing their marketing and sales funnel. The strategies are: 1) Feeding the top of the funnel by improving lead generation rates through advanced marketing techniques; 2) Turning inquiries into qualified leads by capturing prospect data and implementing lead scoring; 3) Getting qualified leads to sales with the right information by integrating sales and marketing systems; 4) Identifying and nurturing opportunities by implementing targeted lead nurturing programs; 5) Increasing sales effectiveness through measurement, collaboration between sales and marketing, and automation. Case studies show these strategies can significantly improve conversion rates and increase revenue.
This document provides an overview of key concepts from a marketing principles course. It defines marketing and discusses the four Ps of marketing (product, price, place, promotion). It explains that marketing creates value for customers by satisfying needs and wants through an exchange process. The role of marketing has evolved from a production focus to a customer focus on delivering value. Marketing impacts various stakeholders and is important for both organizations and society.
This document discusses how retailers can optimize offers across multiple channels through automation. It recommends a three step process: 1) offer management by considering different touchpoints and customer segments, 2) offer optimization by matching offers to individual customer data and behavior, and 3) offer delivery by pushing optimized offers through the appropriate channels. The document emphasizes that effective offer optimization requires collecting and analyzing customer data across all retail channels to personalize offers for each customer.
Momentum – new perspectives on demand generationBANNER
Demand generation is the number one focus of an ever-increasing number of marketers. Faced by ever higher quarterly targets, they need to deliver predictable results from their activity. But, all too often, the traditional six week B2B campaign is simply failing to deliver.
In this white paper we explode the myth of the traditional sales funnel. We show how it is now time to move to a perpetual trigger-based approach. One recognising that different customers will need different information at different stages.
Today, this information can be triggered by easily observable customer behaviour using modern marketing automation systems such as Eloqua. The result is a more personal, more relevant and ultimately more effective way to generate and nurture demand.
Greg Holsen has extensive experience in sales, marketing, and business development. He has over 30 years of experience developing strategies and solutions that drive revenue. Some of his key skills and accomplishments include unifying marketing and sales through data analysis, rapidly pivoting a company to pursue a new market opportunity, and making a small startup appear larger than it was to gain credibility with customers.
This document discusses the importance of branding during an economic downturn or recession. It notes that brands can be a company's most resilient asset during challenging times. While recessions negatively impact many businesses, some companies have gained market share when competitors pulled back on marketing. The document advocates effective brand management rather than just maintaining or increasing marketing expenditures. It argues that brands provide value by influencing consumers, investors, and employees. The document also notes that brand value accounted for 33% of market capitalization for top brands in 2001, growing to 38% during the recession, demonstrating the strategic importance of brands.
This document provides an overview of marketing for small and medium-sized enterprises (SMEs). It discusses that marketing requires planned action to get results. Key aspects of marketing that SMEs should consider include defining goals and strategies, understanding their target market, developing a clear brand and message, and choosing appropriate marketing channels and media. The document also notes that for SMEs, marketing is often more focused on credibility and relationship-building through push strategies at first, but as the business grows, a balanced mix of push and pull strategies is important.
This document provides guidance on aligning sales and marketing teams through defining leads, agreeing on lead handoff processes, and mapping lead generation strategies to the sales funnel. The key points covered are:
1) Sales and marketing must agree on a definition of what constitutes a lead and when leads are handed off from marketing to sales.
2) Lead profiles should include demographics, firmographics, and BANT attributes to understand buyer readiness.
3) Service level agreements can ensure sales follows up on marketing-generated leads within set timeframes.
4) Lead generation strategies should target different stages of the sales funnel based on buyer intent and interest in the product.
The document discusses customer experience (CX) maturity models and how companies can progress through different stages of CX maturity. It begins by introducing a 5-level CX maturity model: Awareness, Mapping, Measurement, Process & Technology, and Culture. It then provides details on what each level entails and how companies can advance to higher levels of maturity by thoroughly implementing CX practices, measuring customer feedback, optimizing processes, and developing a customer-centric culture. The overall message is that CX has become a key differentiator and companies should take a staged approach to developing their CX capabilities.
This document discusses the need to integrate marketing more closely with business strategy and operations. It argues that marketing should shift from fragmented tactical tasks to a strategic role focused on creating sustained competitive advantages. The marketing function represents a major opportunity to increase business growth but often gets distracted by new opportunities and loses its strategic focus. True integration of marketing requires treating it like core business functions and applying project management disciplines to prioritize, coordinate and ensure completion of key marketing initiatives.
The document discusses the importance of building a brand through a holistic approach that involves all stakeholders within a company. It provides examples of how marketing departments often fail by focusing only on advertising without coordinating with other departments. A successful brand is built through consistent communication of core values across the entire customer experience, from product to sales and service. Marketers must understand customers thoroughly to position the brand in a way that meets their needs and builds emotional attachment to the brand over time.
Many things can impact channel sales, but there are five core factors that truly matter in driving profitable growth via a network of channel partners.
- Avaya, an IP service provider company, was looking to improve its marketing effectiveness and lead generation as its sales and marketing departments lacked communication, had disparate goals and metrics, and lacked leadership from their president.
- Two potential solutions were identified: creating a well-defined lead generation protocol and integrating the marketing and sales funnels.
- The best course of action was determined to be merging the marketing and sales departments into a single hybrid department by replacing leadership, developing standardized measures of success, and merging the individual funnels. This was estimated to cost $3.5 million but yield a 209.09% return on investment.
This document summarizes Lauren's sustainable meal of a roasted vegetable wrap with baba ghanoush spread. The meal uses locally grown vegetables that can be purchased from a farmer's market 3 miles from UCLA, and processed components from Trader Joe's that sources ingredients locally. The meal is both vegan and nutritious, containing various vitamins, minerals, and fiber. It can be easily prepared with minimal waste.
This document summarizes the experience and qualifications of a senior-level management executive. The executive has over 30 years of experience leading large-scale operations in sales, marketing, and business development for technology companies in Latin America. Areas of expertise include strategic planning, revenue growth, operations management, and developing channel partnerships. The executive is proficient in English, Spanish, and Portuguese and has a proven track record of improving profits and driving new business opportunities through innovative leadership.
The document discusses how CMOs are facing pressure to achieve more with less marketing dollars. It recommends that CMOs adopt the 7S framework to optimize their marketing operations. The 7S framework involves analyzing and coordinating 7 interrelated levers: shared values, strategy, structure, systems, staffing, skills, and style. Adopting this framework would help CMOs standardize success and efficiency across departments, brands, and agency partners.
Reloop40innovation is a marketing consultancy that offers a unique service to small and medium sized companies. They provide expertise across all marketing and sales disciplines to help companies generate demand, accelerate growth through channels, improve the customer experience, build loyalty, and develop effective communications. Their services include demand generation, channel management, digital marketing, brand management, and image development. They take on projects, interim operating roles, or provide ongoing advisory assistance tailored to each client's specific needs.
Sales enablement solutions have shown dramatic impact for both sales and marketing departments by increasing efficiency. As buyers have become more risk-averse and seek efficiencies, companies are deploying sales enablement platforms to help sales teams add value and communicate effectively while handling wider product offerings. Case studies demonstrate sales enablement platforms can boost productivity and revenue generation while reducing costs.
The document discusses 5 strategies that can help businesses emerge stronger from an economic recession by optimizing their marketing and sales funnel. The strategies are: 1) Feeding the top of the funnel by improving lead generation rates through advanced marketing techniques; 2) Turning inquiries into qualified leads by capturing prospect data and implementing lead scoring; 3) Getting qualified leads to sales with the right information by integrating sales and marketing systems; 4) Identifying and nurturing opportunities by implementing targeted lead nurturing programs; 5) Increasing sales effectiveness through measurement, collaboration between sales and marketing, and automation. Case studies show these strategies can significantly improve conversion rates and increase revenue.
This document provides an overview of key concepts from a marketing principles course. It defines marketing and discusses the four Ps of marketing (product, price, place, promotion). It explains that marketing creates value for customers by satisfying needs and wants through an exchange process. The role of marketing has evolved from a production focus to a customer focus on delivering value. Marketing impacts various stakeholders and is important for both organizations and society.
This document discusses how retailers can optimize offers across multiple channels through automation. It recommends a three step process: 1) offer management by considering different touchpoints and customer segments, 2) offer optimization by matching offers to individual customer data and behavior, and 3) offer delivery by pushing optimized offers through the appropriate channels. The document emphasizes that effective offer optimization requires collecting and analyzing customer data across all retail channels to personalize offers for each customer.
Momentum – new perspectives on demand generationBANNER
Demand generation is the number one focus of an ever-increasing number of marketers. Faced by ever higher quarterly targets, they need to deliver predictable results from their activity. But, all too often, the traditional six week B2B campaign is simply failing to deliver.
In this white paper we explode the myth of the traditional sales funnel. We show how it is now time to move to a perpetual trigger-based approach. One recognising that different customers will need different information at different stages.
Today, this information can be triggered by easily observable customer behaviour using modern marketing automation systems such as Eloqua. The result is a more personal, more relevant and ultimately more effective way to generate and nurture demand.
Greg Holsen has extensive experience in sales, marketing, and business development. He has over 30 years of experience developing strategies and solutions that drive revenue. Some of his key skills and accomplishments include unifying marketing and sales through data analysis, rapidly pivoting a company to pursue a new market opportunity, and making a small startup appear larger than it was to gain credibility with customers.
This document discusses the importance of branding during an economic downturn or recession. It notes that brands can be a company's most resilient asset during challenging times. While recessions negatively impact many businesses, some companies have gained market share when competitors pulled back on marketing. The document advocates effective brand management rather than just maintaining or increasing marketing expenditures. It argues that brands provide value by influencing consumers, investors, and employees. The document also notes that brand value accounted for 33% of market capitalization for top brands in 2001, growing to 38% during the recession, demonstrating the strategic importance of brands.
This document provides an overview of marketing for small and medium-sized enterprises (SMEs). It discusses that marketing requires planned action to get results. Key aspects of marketing that SMEs should consider include defining goals and strategies, understanding their target market, developing a clear brand and message, and choosing appropriate marketing channels and media. The document also notes that for SMEs, marketing is often more focused on credibility and relationship-building through push strategies at first, but as the business grows, a balanced mix of push and pull strategies is important.
This document provides guidance on aligning sales and marketing teams through defining leads, agreeing on lead handoff processes, and mapping lead generation strategies to the sales funnel. The key points covered are:
1) Sales and marketing must agree on a definition of what constitutes a lead and when leads are handed off from marketing to sales.
2) Lead profiles should include demographics, firmographics, and BANT attributes to understand buyer readiness.
3) Service level agreements can ensure sales follows up on marketing-generated leads within set timeframes.
4) Lead generation strategies should target different stages of the sales funnel based on buyer intent and interest in the product.
The document discusses customer experience (CX) maturity models and how companies can progress through different stages of CX maturity. It begins by introducing a 5-level CX maturity model: Awareness, Mapping, Measurement, Process & Technology, and Culture. It then provides details on what each level entails and how companies can advance to higher levels of maturity by thoroughly implementing CX practices, measuring customer feedback, optimizing processes, and developing a customer-centric culture. The overall message is that CX has become a key differentiator and companies should take a staged approach to developing their CX capabilities.
This document discusses the need to integrate marketing more closely with business strategy and operations. It argues that marketing should shift from fragmented tactical tasks to a strategic role focused on creating sustained competitive advantages. The marketing function represents a major opportunity to increase business growth but often gets distracted by new opportunities and loses its strategic focus. True integration of marketing requires treating it like core business functions and applying project management disciplines to prioritize, coordinate and ensure completion of key marketing initiatives.
The document discusses the importance of building a brand through a holistic approach that involves all stakeholders within a company. It provides examples of how marketing departments often fail by focusing only on advertising without coordinating with other departments. A successful brand is built through consistent communication of core values across the entire customer experience, from product to sales and service. Marketers must understand customers thoroughly to position the brand in a way that meets their needs and builds emotional attachment to the brand over time.
Many things can impact channel sales, but there are five core factors that truly matter in driving profitable growth via a network of channel partners.
- Avaya, an IP service provider company, was looking to improve its marketing effectiveness and lead generation as its sales and marketing departments lacked communication, had disparate goals and metrics, and lacked leadership from their president.
- Two potential solutions were identified: creating a well-defined lead generation protocol and integrating the marketing and sales funnels.
- The best course of action was determined to be merging the marketing and sales departments into a single hybrid department by replacing leadership, developing standardized measures of success, and merging the individual funnels. This was estimated to cost $3.5 million but yield a 209.09% return on investment.
This document summarizes Lauren's sustainable meal of a roasted vegetable wrap with baba ghanoush spread. The meal uses locally grown vegetables that can be purchased from a farmer's market 3 miles from UCLA, and processed components from Trader Joe's that sources ingredients locally. The meal is both vegan and nutritious, containing various vitamins, minerals, and fiber. It can be easily prepared with minimal waste.
Fighting for your Economic Development Marketing BudgetHeather @ Rain
This document summarizes strategies for economic development marketers to justify their marketing budgets when facing budget cuts. It addresses three common concerns: not understanding marketing goals, justifying marketing spending during economic downturns, and difficulty measuring marketing results. The summary recommends: 1) Presenting a marketing plan clearly linked to economic development goals; 2) Demonstrating that maintaining marketing provides long-term competitive advantages; 3) Including comprehensive measurement strategies focusing on analysis and implications to evaluate marketing results.
The document discusses the marketing strategy for launching a new product by Mobile Manufacturing Inc. It outlines the key elements of the marketing mix - product, price, place, and promotion. For the product, it recommends a thorough analysis of the lifecycle. For price, it recommends a penetration pricing strategy to gain market share. For promotion, it suggests an integrated approach using various channels. For place, it recommends focusing on youth and early adopters. The marketing strategy aims to aid Mobile Manufacturing in gaining market penetration in overseas markets as well.
There’s a time for spray and pray marketing: For casting your net wide when sharing news in the expectation that a small percentage of recipients will have that ‘aha’ moment. But let’s face it, when the emphasis is on delivering immediate results (and timely opportunities), then the more targeted your activities the better.
Which is, of course, the central promise behind Account-Based Marketing (ABM).
With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme or the main pitfalls to avoid.
At least until you opened this ebook...
1) Startups need marketing from the beginning to define their brand, target audience, and competitive advantage. Without this strategic direction, they risk failing to differentiate themselves or reach their full potential.
2) Investors want to see a marketing plan that demonstrates how the startup will enter the market, grow, and acquire customers. Marketing is essential for securing necessary funding.
3) With more startups competing for funding today, marketing becomes even more important to impress investors and increase the chances of receiving funding. The white paper recommends startups create a strategic marketing plan from the start to guide critical branding and messaging decisions.
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can build brand equity by enhancing brand awareness, improving brand image, and increasing brand resonance. The document also discusses new approaches to marketing like personalized and experiential marketing that focus on customer experience and getting consumers actively involved with a brand. It emphasizes integrating the brand into supporting marketing programs like product strategy, pricing strategy, and channel strategy to further build brand equity.
This document provides an overview of demand generation strategies and tactics. It discusses the importance of understanding customers' motivations and buying behaviors. It also highlights key elements of an effective demand generation program, including behavioral targeting, content marketing, and aligning sales and marketing. The document uses case studies to illustrate how these strategies and tactics can be successfully applied.
This paper from Swystun Communications focuses on the lost art and science of creating tangible go-to-market strategies. Too often marketing plans are just calendarized events and that is not the way to engage the most desired customers.
Fractional marketing: 9 power moves for unprecedented business growthReversed Out Creative
Unlock growth potential with fractional marketing. ReversedOut.com reveals 9 power moves to drive business growth. Expert strategies for success in today's competitive landscape. Level up your marketing game and achieve remarkable results.
This document provides a summary of Procter & Gamble's marketing strategy. It discusses the objectives of sales promotions which include stimulating quicker or greater purchase. It also analyzes P&G's use of various promotion tools for consumers, trade partners, and salesforce. The key promotional tools discussed are advertising, personal selling, public relations, direct marketing and sales promotions. The document evaluates factors in selecting and implementing different promotion programs and methods for evaluating their effectiveness.
In my assignment I am going to give a description of how certain techniques in marketing are used to list products on the market in two organisations. I have chosen to investigate Tesco PLC and Coca Cola Ltd. Such marketing techniques I will be describing are the use of branding; brand awareness, brand influences, brand building and brand extension, and the use of relationship marketing.
This document discusses planning for marketing effectiveness. It defines marketing effectiveness as measuring how well a marketer's strategy meets goals of maximizing spending to achieve short- and long-term results. Planning is important for effectiveness, with typical marketing cycles involving analysis, strategy, implementation, measurement, and adjustment. Individual brand plans must align with company strategies and budgets. Key factors that drive effectiveness include business strategy, marketing strategy and execution, infrastructure, sales alignment, resources, and data-driven practices. Effectiveness is best measured through metrics like revenue contribution, pipeline growth, conversion rates, costs per lead/opportunity, and brand awareness.
Aaron Musgrove of The Brand Makers, a sponsor company at the marcus evans CMO Summit 2023, discusses how CMOs can ensure branded gifts add value to a marketing campaign.
Achieving consistency in a world of complexity.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
This document discusses customer-centric marketing and provides a definition and blueprint for becoming a customer-centric organization. Specifically:
1) Customer-centric marketing is defined as marketing designed around each individual customer through highly granular targeting and segmentation using customer data.
2) Traditional marketing has been organized by mass markets, products, or channels rather than individual customers.
3) A nine-step blueprint is outlined for becoming a truly customer-centric organization, including using data and technology to personalize communications and align the entire enterprise around customer needs.
Case analysis on What are Brands Good for? Sameer Mathur
The document discusses aggregation and disaggregation approaches to marketing. Aggregation involves treating all consumers as the same and using mass marketing strategies. Disaggregation involves segmenting the market into distinct groups and customizing products and communications for each segment. The document argues that disaggregation allows companies to build better relationships with consumers through personalized two-way communication and is more efficient and profitable than aggregation approaches that brands have traditionally relied on. It also discusses how disaggregation impacts brand management and relationships with retailers.
Marketing effectiveness refers to how well marketers implement strategies to optimize spending and achieve both short-term and long-term results. There are five factors that drive marketing effectiveness: marketing strategy, creative execution, execution of marketing programs, marketing infrastructure/management, and external factors. Marketers can improve effectiveness by refining these areas without changing their overall strategy, for example through better creative content, execution of marketing campaigns, or management of marketing activities. While sometimes criticized as only focusing on short-term gains, marketing effectiveness actually aims to enhance both short and long-term results.
The document provides an introduction to the concepts of international marketing. It discusses key learning objectives, including distinguishing international from domestic marketing and understanding various management orientations. International marketing allows companies to take advantage of opportunities in foreign markets. While marketing principles are universal, application varies across countries due to unique customer, competitor, and environmental factors. Successful international marketers adopt a global mindset while locally adapting their marketing mix. The document uses several company examples to illustrate concepts like standardized vs. adapted approaches and thinking globally and acting locally.
Similar to Marketing Biotech When Funds Dry Up (20)
1. Marketing Biotech When
Funds Dry Up
During these hard economic times, it is common for companies to slash their marketing budgets
in order to improve their short-term bottom line and operate more efficiently. Australian small to
medium biotech companies are no different. To grow business when funds dry up, it is essential
biotech marketing departments change strategy rather than cut budgets. In this report, we
provide a brief overview of the short-term and long-term negative effects of cutting marketing
budgets and suggest a new marketing model for biotech companies to use in the current climate
and into the future.
INTRODUCTION
The model suggested further on in this report
outlines a new marketing framework for biotech
THE economy is in as worse a state than many life- companies to work from in hard times and best-
science executives can remember. The sentiment practice methods to carry over into the better times.
amongst management in the industry seems to be of But first, we must outline both the short-term and
dubious belief in the effectiveness of advertising and long-term negative effects of cutting advertising
marketing in the current climate. expenditure.
With no best-practice policies in place, management
is in limbo trying to preserve what they can whilst
trying to ensure that they stay afloat. Many THE MASS MARKETING CYCLE
executives are choosing to drastically slash their
marketing budgets or cut them completely. Further
organisational pressures to achieve more for less THE cycle begins with budgets being slashed due to
mean that buyers frequently end up in homogenous unsteady cash flow, as seen recently in response to
groups, forcing the marketing department to develop economic crises. With this, marketing departments
sophisticated and expensive ‘one size fits all’ begin cutting back on ad frequency and quality of
marketing messages. What often results is the marketing collateral.
marketing department wasting time (and funds)
Still trying to reach the whole target market and
trying to salvage campaigns rather than develop
pressured to get the same results with far fewer
new, more effective strategies.
resources, ad campaigns end up with inconsistent
messages. The sudden fall in company marketing
Marketing Biotech When Funds Dry Up - 1st Edition, June 2009. 1
2. activity and quality begins to send alarming unique, individual messages at them. The marketing
messages to investors, customers and competition department can develop a ‘purple cow’ for each
and the years of building brand equity often begins cluster and develop warmer leads for the sales force.
to falter.
The new model has a range of benefits. Firstly, it is
With brand equity slipping, marketing activity less expensive than traditional mainstream mass
significantly slowing and revenue falling, the marketing. Secondly, it helps build brand equity
company begins hiring more and more salespeople more effectively in more markets. Thirdly, it creates
in the hope of lifting sales. To improve cash flow, the cohesion between the marketing and sales
sales force is pressured to look for short-term, high departments. And finally, it allows for greater control
profitability sales rather than cultivate long-term and measurement of ROI with real-time analysis.
relationships. Over time, with relationships dwindling,
sales prospects slowing, and brand equity falling
even further, revenue and investment funds begin to
CLUSTER MARKETING MODEL
dry up. Marketing budgets are slashed due to lack of
funds and the Mass Marketing Cycle continues on its
merry way. THE Cluster Marketing Model is straightforward but
requires careful execution. The following steps have
Does this sound familiar?
been developed to provide a guide to ‘going
The degree to which biotech companies experience clustering’:
the Cycle can differ substantially, but one thing
1. Advertise Smarter. As already outlined, instead
becomes clear: whilst building brand equity may take
of advertising your product range’s many benefits
many years, it can be quickly eroded with long-term
to a large audience, promote your brand to
negative impacts.
smaller, more alike audiences. As Seth Godin
Small to medium biotech companies need a model emphasises in his best selling book ‘The Purple
that can allow both effective and efficient marketing Cow’, “For big results, think small”.
on lower budgets.
This type of brand-focused marketing will fulfill a
number of objectives. Firstly, it will appear as a
new marketing campaign and make your
THE NEW MODEL OUTLINE company appear innovative and energised. And
secondly, it will position your company more
effectively within your most important markets.
THE marketing department’s role has always been to
communicate the company’s core messages to the 2. Marketing <-> Sales Collaboration. An
masses through what is known as mass marketing. important part of the Cluster Marketing Model is
Herein lies part of the problem. ensuring complete collaboration between the
marketing and sales departments. In order to first
In times of short cash flow and limited budgets, why
develop the clusters, it is a good idea to hold
scattergun homogenous, indirect messages through
meetings with sales people to create short lists of
traditional channels? Instead, we suggest a new
qualified target audiences. These meetings can
brand of marketing called Cluster Marketing.
help better outline the target audience’s
Cluster Marketing focuses on separating target psychographics, allowing for far more targeted
customers into more similar demographic and marketing messages.
psychographic groups (clusters) and focusing more
Marketing Biotech When Funds Dry Up - 1st Edition, June 2009. 2
3. These meetings should be made common 5. Measure, Measure and Measure some more.
practice through the duration of the marketing As your target market has now been separated
campaign, allowing real-time feedback of into smaller more manageable clusters, measuring
marketing’s messages. Introducing sales activity your campaign’s success will be simpler.
between marketing ‘attacks’ can help refine
Sales tracking tools should be built into the sales
messages and improve the marketing campaign
cycle and coupled with regular feedback between
‘on the run’.
the marketing and sales departments. With each
Another benefit of these regular meetings, the piece of marketing collateral able to be measured
marketing department can develop a better through the Cluster Marketing Model, refining
understanding of the sales cycle and produce messages and improving communications for
inexpensive tools to help smooth the process. further campaigns becomes much easier.
These tools can include sales presentation
materials individually customised for the individual
clusters.
CONCLUSION
3. Develop Your Purple Cows. As Godin (The
Purple Cow, 2003) explains, “Being safe is risky.
THE Cluster Marketing Model provides a far more
Boring always leads to failure. Very good is an
efficient and effective framework than current mass
everyday occurrence and hardly worth
marketing models. With complete adoption of the
mentioning. To be a Purple Cow is to be
new model, small to medium biotech companies can
remarkable.”
avoid The Mass Marketing Cycle.
Now that you have done away with the limitations
Whilst providing a firm foundation for marketing
of mass marketing, you can significantly increase
departments to work from in tough economic times,
brand awareness and generate positive brand
the Model also provides a set of best practice
attitudes amongst each cluster by creating unique
methods for carryover into better times.
messages or purple cows for each. Using this
method, every piece of marketing collateral can With new cohesion between the marketing and sales
be personalised and customised and go a long departments, a better understanding of the
way in making the sales force’s job much easier. company’s target market and more trackable
campaigns, adherence to the model will allow
4. Improve Your PR Program. A solid PR program
protection of brand equity and business growth long
is a necessary part of any Cluster Marketing
into the future.
campaign. When correctly implemented it can
strengthen the overall marketing mix, generate ‘Marketing Biotech When Funds Dry Up’ is the first
warm leads for the sales force and make the edition of The Biobranding Report. The Biobranding
company appear active and energetic for a Report is a monthly investigation into important
fraction of the cost of mass marketing. Also, as issues facing the Australasian biotechnology
part of the Cluster Marketing campaign, your PR industry.
program can be customised to each individual
The next report, ‘Exploring Cluster Marketing for
cluster.
Biotechs’, will be available in July, 2009. To
Collaborating with an experienced PR Firm who subscribe to the reports, email
has existing relationships in the necessary media team@biobranding.com.au. For more information
channels will all but ensure success. see over.
Marketing Biotech When Funds Dry Up - 1st Edition, June 2009. 3