Business Development through Marketing Effective marketing is realized through business growth Marketing from the customer's point-of-view Be transparent and address your customer's needs Marketing for Social Change & Social Good Think locally. Act globally. Marketing tools for continuous improvement Tools & resources that benefit both staff & customers Marketing Plan updating Perform regular evaluations as well as annual updates

1. Marketing Is A Process of
Continuous Improvement
Class 5: Leveraging Marketing for You & Your
Business
presented by
Stirling Morris

2. Great Marketing Is A Process
Learning Objectives:
● Marketing for Business
Development, Sales, & Operations
● Improving Marketing strategies from the customer's
POV (point-of-view)
● Marketing for Social Change & the Social Good
● Leveraging Marketing with up-to-date tools &
resources
● Continuous improvement through Marketing Plan
updates

3. Marketing for Business Development
Business Development works as the bridge
between marketing efforts and sales & operations.
Marketing & Business Development work hand-
in-hand to implement growth opportunities

4. Improving Marketing Strategies
Marketing Strategies are the steps
to bring the marketing plan to life:
● Performing situational analyses
● Setting objectives & goals
● Allocation of resources (financial,
personnel, & tools)
● Structuring teams & assigning responsibilities
● Managing, monitoring, evaluating the process
● Developing the process through training & integration
Performance will be recognized when the Marketing
objectives of the Marketing Plan are realized.

5. Developing Strategies from the
Customer's POV
Effective Marketing today is dependent
on the Social Customer. There are two
critical components to develop
marketing strategies when engaging
the Social Customer:
■ What are they finding about you & your
business? Be transparent!
■ How are you addressing the Social Customer's
needs?
When was the last time you distributed a formalized survey
or evaluation to your audience?

6. Marketing for Social Change
Why is Social Change critical to Marketing? Social Change
is driven by:
● culture
● religion
● economy
● science
● technology
These global forces impact how we interact as
individuals, groups, and businesses

7. Marketing for Social Good
A Social Good is a good or service that benefits the largest
number of people in the largest possible way. When
marketing your business, think:
● Locally
● Regionally
● Globally
We are each other's audience with
today's marketing options. Think
globally and act locally.

8. Marketing Tools & Resources
What tools and resources are available to leverage
marketing?
● CRM (Customer Relationship Management) Resources
● Analytical Resources
● Team Involvement & Technological Resources
● Advisors & Networks
Having the right tools & resources will ensure
success. What's in your bag?

9. Marketing Plan Continuous
Improvement
Make Marketing Plan updates annually to coincide with
Business Plan updates
Regular marketing assessment & evaluation is needed
regardless of updating the Marketing Plan

10. The Takeaway
● Business Development through Marketing
Effective marketing is realized through business growth
● Marketing from the customer's point-of-view
Be transparent and address your customer's needs
● Marketing for Social Change & Social Good
Think locally. Act globally.
● Marketing tools for continuous improvement
Tools & resources that benefit both staff & customers
● Marketing Plan updating
Perform regular evaluations as well as annual updates

11. Looking Ahead . . .
In 2013, expect:
● Marketing classes for varying levels of learners
● Marketing classes that are geared to specific marketing
options rather than being all-encompassing

12. What questions do you have for me?