Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
No question, the marketing mix has has significantly changed, shifted, and evolved from traditional marketing to Internet-centric approaches. But are marketers eliminating advertising, PR, trade shows, email and replacing with inbound marketing? Not even close. Sure small companies that never did marketing might only implement Inbound marketing, but most brands active in marketing employ a full complement of marketing elements and approaches.
Here in the unbiased, objective halls of the Modern Marketing University (MMU), we put forth a new theory of effective, best-practice marketing. A marketing mix that is multi-disciplined with a consistent brand identity and message. Outbound Marketing integrating seamlessly with Inbound Marketing, and more measurable than ever before.
We call it Integrated Inbound™ Marketing, and we illustrate the components and inter-relationships via the Inbound/Outbound Marketing™ Process Infographic, below.
This ppt explain why social media marketing is important? Why should companies think about being present on Social Media? How to create a Social Media Marketing Strategy that works.
Presentation by Doug Hay, CEO of Doug Hay & Associates covering how to integrate the various elements to maximize the ROI for small and medium businesses.
No question, the marketing mix has has significantly changed, shifted, and evolved from traditional marketing to Internet-centric approaches. But are marketers eliminating advertising, PR, trade shows, email and replacing with inbound marketing? Not even close. Sure small companies that never did marketing might only implement Inbound marketing, but most brands active in marketing employ a full complement of marketing elements and approaches.
Here in the unbiased, objective halls of the Modern Marketing University (MMU), we put forth a new theory of effective, best-practice marketing. A marketing mix that is multi-disciplined with a consistent brand identity and message. Outbound Marketing integrating seamlessly with Inbound Marketing, and more measurable than ever before.
We call it Integrated Inbound™ Marketing, and we illustrate the components and inter-relationships via the Inbound/Outbound Marketing™ Process Infographic, below.
This ppt explain why social media marketing is important? Why should companies think about being present on Social Media? How to create a Social Media Marketing Strategy that works.
Presentation by Doug Hay, CEO of Doug Hay & Associates covering how to integrate the various elements to maximize the ROI for small and medium businesses.
http://www.spiral16.com Social media ROI is tough to calculate because its a financial metric, and social media's value is not inherently financial. But the challenge isn't new -- finding ROI is difficult in other programs and campaigns as well. This presentation gives you 6 steps you can follow to measure an effective social media program.
So, You Want to be a Product Marketer? Here's How (ProductCamp Boston 2016)ProductCamp Boston
Product marketing is the process of promoting and selling a product to an audience. When compared to product management, product marketing deals with more outbound marketing or customer-facing tasks. If you are considering a career in product marketing, this session will give you a good idea of what you're getting yourself into and how you can be a success in your role.
About Carole Gunst and Rodan Zadeh
Carole Gunst is Marketing Director at Attunity, a data management software company. She is a Boston-based marketer who has handled product marketing for technology companies ranging in size from boot-strapped ventures to major corporations.
Rodan Zadeh is Strategy and Marketing Leader
Even though the notion of marketing has not changed, the marketing mix, or the set of elements that impact the delivery of value, has.
Learn about the 4 new I's of marketing at https://epicindiagroup.com/
A presentation about social media given at Comms Week Cal State Fullerton CA to PR students. Information on social media and why PR students need to learn social media as part of their PR course.
How to Select a Marketing Agency: A CMO's Guide to the Agency Selection and H...Modern Marketing Partners
Selecting a new marketing, advertising, creative, promotion, public relations, or internet agency is one of the most important decisions a marketer will make, complicated by the fact that making the wrong selection can be expensive, even career-jeopardizing, or that most marketers have little or no experience with the process.
To assist, this Marketing Agency Selection Guide will first consider some of the reasons for both hiring and firing an agency, followed by detailed descriptions of 11 types of agencies, a 4-Step Agency Selection Process, along with some additional resources on the subject.
This presentation introduces the most popular social media platforms linkedin, facebook, twitter and blog. It's focus is on how businesses can leverage the power of these new media to engage with their target audience and drive sales and make profits.
(This presentation was part of New Horizons London's Social Media Seminar in March2010: Slides have been created with the help of Chess Media's Jacob Morgan)
This presentation serves as a resource for professionals inside organizations who are tasked with buying Social Media technology, services and advertising. It is a culmination of one on one interviews, radio talk shows and survey data gathered from organizations that have launched social media.
A research project between Social Media Club and e-storm international. Findings were presented at Web 2.0 San Francisco.
If you’re looking to maximize exposure and profits while
consistently working towards acquiring new customers, there is
no better way than with referral marketing.
Referral marketing is all about encouraging people in your niche
to share your products and services. This can include customers,
influencers and thought leaders in your market.
View highlights from the 2015 American Pantry Study, which tracks consumer shopping patterns based on input from 4,013 survey respondents.
To access results of the survey, please visit: http://deloi.tt/2flmABk
An opportunity for the savvy marketer to connect early and make a deeper, more meaningful relationship with prospects – through lead nurturing.
1. Build custom buyer personas
2. Make all your marketing touchpoints personal
3. Use social marketing effectively
4. Provide the right content at the right point in the cycle
5. and much, much more!
360 Degree Marketing: How to benefit from online and offline marketing commun...Browne & Mohan
With advent of online and mobile platforms, marketing managers now have both offline and online marketing assets to increase their brand reach and customer engagement. However, many companies do not plan and execute a marketing strategy that meshes assets available on different media. Moreover, companies do not use an extensive embellished strategy to keep in continuous touch with customers. In this white paper, Browne & Mohan consultants show how to integrate offline and online marketing assets systematically and build a strong extensive content strategy to develop from low cost low information intensive assets to costly high information intensive assets.
Happy Juice principles: How to create a marketing organization that informs a...Browne & Mohan
Many companies spend lot of marketing without realizing the expected benefits. This happens because they simply lack a coherent approach. In this white paper, Browne & Mohan consultants share a proven empirical approach that makes sure your marketing efforts do perform.
http://www.spiral16.com Social media ROI is tough to calculate because its a financial metric, and social media's value is not inherently financial. But the challenge isn't new -- finding ROI is difficult in other programs and campaigns as well. This presentation gives you 6 steps you can follow to measure an effective social media program.
So, You Want to be a Product Marketer? Here's How (ProductCamp Boston 2016)ProductCamp Boston
Product marketing is the process of promoting and selling a product to an audience. When compared to product management, product marketing deals with more outbound marketing or customer-facing tasks. If you are considering a career in product marketing, this session will give you a good idea of what you're getting yourself into and how you can be a success in your role.
About Carole Gunst and Rodan Zadeh
Carole Gunst is Marketing Director at Attunity, a data management software company. She is a Boston-based marketer who has handled product marketing for technology companies ranging in size from boot-strapped ventures to major corporations.
Rodan Zadeh is Strategy and Marketing Leader
Even though the notion of marketing has not changed, the marketing mix, or the set of elements that impact the delivery of value, has.
Learn about the 4 new I's of marketing at https://epicindiagroup.com/
A presentation about social media given at Comms Week Cal State Fullerton CA to PR students. Information on social media and why PR students need to learn social media as part of their PR course.
How to Select a Marketing Agency: A CMO's Guide to the Agency Selection and H...Modern Marketing Partners
Selecting a new marketing, advertising, creative, promotion, public relations, or internet agency is one of the most important decisions a marketer will make, complicated by the fact that making the wrong selection can be expensive, even career-jeopardizing, or that most marketers have little or no experience with the process.
To assist, this Marketing Agency Selection Guide will first consider some of the reasons for both hiring and firing an agency, followed by detailed descriptions of 11 types of agencies, a 4-Step Agency Selection Process, along with some additional resources on the subject.
This presentation introduces the most popular social media platforms linkedin, facebook, twitter and blog. It's focus is on how businesses can leverage the power of these new media to engage with their target audience and drive sales and make profits.
(This presentation was part of New Horizons London's Social Media Seminar in March2010: Slides have been created with the help of Chess Media's Jacob Morgan)
This presentation serves as a resource for professionals inside organizations who are tasked with buying Social Media technology, services and advertising. It is a culmination of one on one interviews, radio talk shows and survey data gathered from organizations that have launched social media.
A research project between Social Media Club and e-storm international. Findings were presented at Web 2.0 San Francisco.
If you’re looking to maximize exposure and profits while
consistently working towards acquiring new customers, there is
no better way than with referral marketing.
Referral marketing is all about encouraging people in your niche
to share your products and services. This can include customers,
influencers and thought leaders in your market.
View highlights from the 2015 American Pantry Study, which tracks consumer shopping patterns based on input from 4,013 survey respondents.
To access results of the survey, please visit: http://deloi.tt/2flmABk
An opportunity for the savvy marketer to connect early and make a deeper, more meaningful relationship with prospects – through lead nurturing.
1. Build custom buyer personas
2. Make all your marketing touchpoints personal
3. Use social marketing effectively
4. Provide the right content at the right point in the cycle
5. and much, much more!
360 Degree Marketing: How to benefit from online and offline marketing commun...Browne & Mohan
With advent of online and mobile platforms, marketing managers now have both offline and online marketing assets to increase their brand reach and customer engagement. However, many companies do not plan and execute a marketing strategy that meshes assets available on different media. Moreover, companies do not use an extensive embellished strategy to keep in continuous touch with customers. In this white paper, Browne & Mohan consultants show how to integrate offline and online marketing assets systematically and build a strong extensive content strategy to develop from low cost low information intensive assets to costly high information intensive assets.
Happy Juice principles: How to create a marketing organization that informs a...Browne & Mohan
Many companies spend lot of marketing without realizing the expected benefits. This happens because they simply lack a coherent approach. In this white paper, Browne & Mohan consultants share a proven empirical approach that makes sure your marketing efforts do perform.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
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Clever product marketing strategy is the key to the success of the remaining 10%. Pricing your product, planning your advertising budget, identifying your target audience and their needs, and estimating the revenue that you could generate from advertising, are some of the many benefits of product marketing.
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
The importance of digital marketing lies in the fact that it is inexpensive and offers a plethora of options to connect with potential customers all around the world. Content marketing, email marketing, and social media marketing all help to raise brand recognition and enlighten clients about your products/services.
Social Media Marketing is more generally called by its acronym SMM, which designates the use of social networks and the different actions (free or paid) carried out on them. Nowadays, there are more and more social networks, and some of them are now giants of communication as well as marketing. This is particularly the case with Facebook, Instagram, and Twitter, which now allow companies to sell via their platforms.
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
Rewiring HR for WFH, Hybrid work & Future of workBrowne & Mohan
Humans working in tandem with automated robots on shopfloors is increasing. Covid 19 induced WFH is here to stay as an economic and resource strategy for many companies. Human resource (HR) departments must therefore rewire themselves to balance work between digital and human associates. HR systems will be driven by intelligence, own change management and design systems for boundary-spanning workflows, collegial support.
Studies indicate that 9 out of 10 businesses have shut down within 5 years after the death of the founder and only about 3 out of 10 survive in second generation. Most family business are designed to fail as they do not address successor planning and training, have poor risk management practices and suffer from interdependencies between the family, the business and ownership. In this paper, Browne and Mohan consultants share how successful family businesses have built resilience to stay relevant and stay resilient in challenging times.
Internal controls maturity and SME corporate governananceBrowne & Mohan
Good Corporate governance is a key factor in ensuring sound financial reporting and deterring misappropriations of capital and resources. Internal control and corporate governance go hand in hand. Many SME
have an ambitious goal of reaching a
reliable, continuous and integrated internal
control state. However, many SME’s are
still grappling to build a comprehensive
control process. In this paper, we present an
internal maturity framework that SME can use to benchmark and know how they can discourage frauds, improve compliance and adoption of standards.
How to transform a family business: insights from the trenches Browne & Mohan
Working with many family businesses across industries, we realize they face a high rate of failure because of their inability to distinguish between family and business issues and build structures and process that protect value across generations. In this paper, we share governance process and systems that are a must for family businesses to preserve and sustain economic and social values across multiple generations.
AI solutions are the most important component of the digital transformation of many companies. AI Startups are racing ahead to address the needs of industries. In this paper, we present the broad strategies AI startups can employ to be successful.
Government of India’s ambitious Skill India program created National Skill development council (NSDC) to create a powerful network of training ecosystem to address employment skills and support gainful entrepreneurship. Despite the best efforts of the government, partners and other agencies involved in the outcomes of Skill India program have fallen short of objectives. The problem of skilling India can’t be solved by increasing expenditure and bringing in more training partners alone. We present here the reasons for the shortfall and approaches to overcome each pain area.
In recent years, many companies are turning their back on “brand investment” and aggressively pursuing what is known as "no branding principles". In this paper, Browne and Mohan consultants recommend approaches to use "no branding" principles for their products and services
Heroes give people a character to aspire, root for and relate to in a campaign story line. Brands have realized ordinary people as hero's can be effective to promote many products/services.
Common man hero may not possess any heroic abilities or strengths but their stories as underdogs winning against many odds, and acting selflessly with a strong moral company inspires and connects with consumers across many segments. In this paper Browne and Mohan consultants share the principles underlying successful common hero branding campaigns.
Is lack of SEDEX/ WRAP/SA 8000 certification hurting your business?Browne & Mohan
As global trade has expanded, companies have realized a need to implement systems to eradicate human exploitation including bonded labor, safer working conditions and right wages. Several standards have been created to support institutionaization of safer, healthy and inclusive work environment. Standards like SMETA (by SEDEX-Supplier Ethical Data Exchange), SA8000 (by Social Accountability International), WRAP (by Worldwide Responsible Accredited Production), FLA Accreditation (by Fair labour Association), etc have been pushed by the demand side of various industries. In this paper, Browne & Mohan consultants present the advantages of social compliance, how companies must prepare themselves for these standards and how they must sustain their efforts.
Sales operations centre (SOC) is the heart of sales operations. Many companies do not realize the benefits of sales transformation because they under invest in SOC or do not plan & roll it out like a project. The result inconsistent sales reviews, inefficient controls and unrealized outcomes. In this white paper, Browne & Mohan consultants share the best practice approach to build a strong sales operations centre
Many companies attempt internal branding in an ad hoc and unstructured way. Most believe some great quotes, bright decors and greens thrown in makes for internal branding. In this white paper, Browne & Mohan consultants share an approach that can be used to roll out impact making internal branding exercise.
Influence marketing: dynamics of influencer-brand engagement Browne & Mohan
Influencer marketing is emerging as a strategic approach to inform and influence online consumers. In this paper, Browne & Mohan consultants share the life-stages evolution of influencer and brand engagement. Right from identification to nurturing and reinforcing their relationships, brands need to invest time and efforts to realize the returns from influencer marketing
Rewiring sales organization for growth and scaleBrowne & Mohan
With markets becoming volatile and uncertain, shortening of products and commoditization, sales function is facing huge challenges. Companies need to rewire their sales organization to provide it with enough flexibility, visibility, actionable intelligence and ownership for employees. In this Whitepaper, Browne & Mohan consultants share how to rewire sales organization to set the company for revenue growth and scaling up.
Aftermarket audit to Gain Competitive leadership Browne & Mohan
Industry experts opine that OEM’s and their dealers may be losing $9-15 Billion unqualified sales annually to competitors. Return after repair is a grouse which happens with the iconic brands at dealer level and OEM’s do not have complete visibility. OEM’s and dealers can bill billions of dollars more only if they knew how to constantly manage revenue leakages and manage cost of operations. In this paper, Browne & Mohan management consultants share aftermarket audit framework that can be used to assess current costs of service and operations and identify areas of improvement.
Aftermarket is an important source of revenue for many companies. However, many OEM's face not just revenue leakages, but also ineffective customer and dealer experiences. In this paper, Browne & Mohan consultants share an approach to conduct an aftermarket audit.
Sales casualty analysis: why sales numbers do not happen and what to do to ge...Browne & Mohan
Despite significant investment in resource and infrastructure, many companies suffer from long sales cycles, lack of funnel, targets missed by miles and very low closure rate. Reasons for poor sales numbers are common across industries. In this white paper, Browne & Mohan consultants detail the inhibitors of sales growth and how to address the same.
Governance mechanisms that work in a family businessBrowne & Mohan
Adoption of good corporate governance practices and professionalization help business continuity of family business. This paper presents both formal and informal mechanisms that Indian family businesses of various sizes deploy to improve corporate governance. Formal mechanisms include family assembly, family office, board of directors for each business and independent directors. Informal mechanisms include shareholders assembly, and family outings etc..
Performance measurement system for startups and scaling upBrowne & Mohan
what measures should startups and scaling up firms use to direct and align their multi-functional activities. In this paper, Browne & Mohan consultants present a comprehensive performance system that not only guides startups and scale ups, but bind several functions within the organization towards common objective.
Managing Business transformation in Small & Medium CompaniesBrowne & Mohan
Business exit rates across industry verticals is increasing. Small and medium companies are at higher risk. In this presentation, Browne & Mohan consultants explain how small and medium companies prepare and execute business transformation.
The pervasiveness of digital technologies is reshaping aftermarket. e-tailing is gnawing away the market for spare parts as more people are buying online, social media is influencing the consumption of aftermarket services and customers are demanding deeper 24*7 experiences. In this article Browne & Mohan consultants showcase the drivers of digital transformation and adoption for aftermarket.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Filing Your Delaware Franchise Tax A Detailed Guide
Making marketing work!
1. Making marketing work!
Introduction
A constant crib we notice whenever we meet CEO’s of companies is, they believe marketing departments
does not justify the investment and people. CEOs and owners of SMB enterprises feel they are spending
enough on events, they were not sure what way it has helped them create branding and most importantly
sales. Companies in average spend about 3-4% of their top line across different marketing assets as shown
in Figure 1. Print media, especially related to industry magazines still plays a dominant role, but the impact
the social media is increasing.
Companies spend a fortune on the conferences and events but the outcomes belie expectations. It is not
surprising for many corporates to find 75% of the participants who attended their events came for free lunch
or a swanky dinner. Many of the participants may not be the decision maker or influencers, but pretty junior
in their organization. Corporate gifts, industry exhibitions cost a dime, and yet ineffective. Albeit companies
continue to pursue many of these acts they are afraid to pause and question fundamentals. What is the
objective of the event? Why this city and this hour? How this format will help sell their ware? Unfortunately,
many leaders want to just follow the herd. Therefore, it is not surprising when:
1) 50% of marketing budget is totally wasted
2) Only 34% of feel their content marketing works
3) 44% had no alignment between various marketing media
How to make marketing work
Based on our experience of working with companies of all sizes, right from start up to 50 years old, we ask
the management to consider a simple framework, PCDIO, to guide marketing. P stands for Purpose, i.e., why
a particular marketing activity amongst the basket of marketing assets as shown in Figure 2 is being used.
Some marketing assets are good to maximize reach, while some would be more useful to build loyalty.
2. On the outset, it is important to realize marketing function serves three objectives, as shown in Figure 3. If the
purpose is to inform the market about your products and services, marketing assets like blogs, brochures, PR
drives work best. Marketing assets such as curated white papers, case studies, conferences and magazine
publications are very effective in directing the customer purchase intentions. These assets allow for experience
sharing and position ‘expertise,’ and therefore help the company in moving branding from product-
commodity to credibility.
If the objective is influence, awards, citations, sponsored industry events, directed online community forums,
video endorsements serve as effective mediums. Marketing assets such as online forums, webinars, face to
face meetings allow for bidirectional exchange of dialogues and serve as effective feedback platforms. These
assets work best to meet “listening” requirements.
Companies gain legitimacy and from advocacy when their customers, partners and ecosystem players
endorse and push their products and services. Marketing assets such as Analyst case studies, industry awards,
recommendations from leading customers are effective means to lock-in customers.
Marketing pays off when it is comprehensive and consistent. There are several ads we see where the message
is incomplete or the styles changed too often “confusing” the positioning. Unfortunately, many brands seem
to follow 50 something dye the white hair to look young policy and missing out on authenticity. While many of
us associate YouTube with videos of cats or people falling off their skateboards in new and interesting ways,
the reality is that YouTube can be an extremely powerful weapon for a B2B marketer. In addition to providing
your prospects with information about your product or service, a YouTube channel is also important from a
brand equity perspective. HP, for example, has a large part of their channel devoted to their work in health
and education. Its press release or blog or product demonstration video are consistent and help HP to position
its brand in the prospect’s mind as caring and trustworthy.
3. D refers to delivery, how and when is the marketing happening. Some assets have “time of the day “and “”
week of the day” limitations. Consider “Congregation branding”, an approach many brands attempt without
much success. The advantage of congregation branding is it helps brands to reach out to consumer who may
reside in media-light or are low TV and print penetration areas. Congregation branding helps to marry the
essence of the event with the brand proposition. Congregation branding drives social approval and
recommendations. It is a low-cost approach to reach out to large user base. It offers the opportunity to
consumers to touch and feel products. WhatsApp and other aps are powerful and low-cost communication
tools. Their biggest advantage is their simplicity and quick roll out. In an internet world that is algorithmic and
controlled by Google’s of the world, app messaging services support organic reach without having to pay to
play the community game. The app message alerts are instantaneous and have a high probability of
engagement. Our audit of many marketing campaigns reveals many marketing efforts fail because the
delivery issues affecting interest elicitation, interactions, sense of achievement and brand association.
Most often companies measure the outputs of marketing team which may be in the form of number of blogs/
Facebook posts/ Awards etc. However, we ignore the fact that marketing is a means to an organizational
goal. Measuring marketing efforts in terms of the outputs, outcomes and impact is key to sustaining higher
returns from marketing. What is more important for a CMO is to know what has been cooked, who consumed
it and what happened later? Our recommendation is to measure marketing in four categories: content, leads,
social & web and analysts. Content could involve blogs, case studies, videos, EDM, s, PR releases, etc created
in a particular period and their associated metrics of consumption. Leads could come from both online and
offline channels. Capture the leads from website using tools like Google analytics & complement with
advanced tools to track visitors. Next, capture the social and web activities and their impact. How has the
followers grown on various platforms, viz, twitter, LinkedIn, FB, etc. Measure the depth of engagement in each
platform by measuring impressions, views, likes and comments. Capturing sentiments is key to know the
impact of any marketing effort. Lastly, measure the number of advocacy efforts, number of reports which
mention our product or company, client endorsement or recommendations, etc. Regular weekly and monthly
reviews with sales teams is key to realize sales-marketing alignment.
In sum, marketing delivers, if you keep things simple. Have a clear expectation, check whether the means you
are investing with will lead to the objectives, pursue the efforts and keep sharpening the aim.
Swathi Rao and Remya Mohan