Two fundamental truths exist when marketing a startup.
“Nothi Ng kills a bad compaNy faster thaN good marketiNg.”
OnE iS THAT A grEAT PrODUCT ALOnE iS nOT EnOUgH TO SUCCEED.
THE OTHEr iS THAT nO AMOUnT OF MArKETing WiLL MAKE A CrAP PrODUCT gAin A MASS AUDiEnCE.
Startup marketing mistakes and key points of startup Evolution Curve by Donatas Jonikas (PhD), the author of Startup Evolution Curve.
Startup Evolution Curve (https://goo.gl/hDKP0t) is a startup marketing manual based on global research of 1,447 startups and nearly 500 in-depth interviews. This practical book was highly evaluated by 30 international experts.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
You need to stand out in 3 seconds - The competition is fierce and you need to be able to catch interest in less than 3 seconds and then keep it. This is true no matter if you are creating a message for a presentation, the web, a speech or a video.
Most likely you do the following misstakes today
- You start a presentation with a company overview
- You start a presentation about your product
- Your webpage is all about your product
ä You have more then 10 words on your power point slide
Tools the super professionals use will be yours
In this presentation you will learn how to create amazing B2B Value Propositions Designs that will not only say what you need to say but will catch the interest of the person you are trying to reach in a totally new way. I will show you 4 tools that the super professionals use and how to use them.
I created this presentation after doing extensive research on how to create a strong value proposition. The data I have reviewed are from marketing experts, Gartner, reports and my own personal experience creating value propositions.
The purpose of the presentation is to share my conclusions on how to build a strong value proposition.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To view a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
Two fundamental truths exist when marketing a startup.
“Nothi Ng kills a bad compaNy faster thaN good marketiNg.”
OnE iS THAT A grEAT PrODUCT ALOnE iS nOT EnOUgH TO SUCCEED.
THE OTHEr iS THAT nO AMOUnT OF MArKETing WiLL MAKE A CrAP PrODUCT gAin A MASS AUDiEnCE.
Startup marketing mistakes and key points of startup Evolution Curve by Donatas Jonikas (PhD), the author of Startup Evolution Curve.
Startup Evolution Curve (https://goo.gl/hDKP0t) is a startup marketing manual based on global research of 1,447 startups and nearly 500 in-depth interviews. This practical book was highly evaluated by 30 international experts.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
You need to stand out in 3 seconds - The competition is fierce and you need to be able to catch interest in less than 3 seconds and then keep it. This is true no matter if you are creating a message for a presentation, the web, a speech or a video.
Most likely you do the following misstakes today
- You start a presentation with a company overview
- You start a presentation about your product
- Your webpage is all about your product
ä You have more then 10 words on your power point slide
Tools the super professionals use will be yours
In this presentation you will learn how to create amazing B2B Value Propositions Designs that will not only say what you need to say but will catch the interest of the person you are trying to reach in a totally new way. I will show you 4 tools that the super professionals use and how to use them.
I created this presentation after doing extensive research on how to create a strong value proposition. The data I have reviewed are from marketing experts, Gartner, reports and my own personal experience creating value propositions.
The purpose of the presentation is to share my conclusions on how to build a strong value proposition.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To view a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
Trends, Tools and Techniques for the Modern Sales ProcessSean Henri
Question, how should sales teams spend their time? If you answered anything other than “selling,” you’re in the wrong business. But as it turns out, that’s not how most teams operate. A recent study showed that reps spend less than a third of their time actually selling – compared to a full 50% spent between administrative CRM tasks and searching for content.
So, how can your sales team make the shift to focusing more time on selling when you need them to keep up with everything else?
Join Pepperland Marketing’s Sean Henri to learn how your sales team can transform their approach the sales process.
During this session, you will learn:
· A new method of connecting with the modern buyer
· How to use technology to your sales team’s advantage
· Ways to easily identify the right prospects at the right time
View the slides or register to watch the on-demand webinar:
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
In this presentation, we discussed various marketing strategies you can implement to attract your target audience.
To view the webinar of this presentation go here: http://bit.ly/ZyqpBF
Creating An Effective Business Development StrategyTom Cutshall
Creating a business development strategy requires a collaborative effort from the entire business team. A key aspect of creating an effective business development plan is looking back and evaluating what worked and didn't work.
B2B Sales For Startups: a great presentation about how to sell to key accounts by creating and engaging a community of prospective customers thanks to content marketing, events and services.
Read the full blog post: http://www.distilled.net/blog/distilled/dear-cmo-your-marketing-plan-is-broken/
We've been doing a lot of work recently looking into agile marketing. In the slidedeck above we want to make the case for and show off some worthy examples of how and where agile works in the three areas that we really care about and can influence as consultants - budget, people and processes.
100 Day Plan to Transform your Digital Marketing StrategyStickyeyes
Starting a new role? A new project? A new idea? You don't have long to make the right impression. In fact, the first 100 days could be the most crucial in your digital marketing strategy. Make sure that you make the right impression.
We have written a guide that covers all the lessons we have learnt from starting our own agency and supporting other agencies on pricing and packaging their services, get it here.
Library Bus Project - Thesis Work in progressDipti Sonawane
Re-conceptualising the Espoo City Library Bus service for the children of Espoo, Finland in collaboration with LeGroup (Learning Environment Group), Department of Spatial Design, Aalto University and the City Library of Espoo. The bus aims to integrate new media technologies for exciting experiences. The project proposed five themes to revolutionise the library bus service. The bus is scheduled to start operating in 2013.
Trends, Tools and Techniques for the Modern Sales ProcessSean Henri
Question, how should sales teams spend their time? If you answered anything other than “selling,” you’re in the wrong business. But as it turns out, that’s not how most teams operate. A recent study showed that reps spend less than a third of their time actually selling – compared to a full 50% spent between administrative CRM tasks and searching for content.
So, how can your sales team make the shift to focusing more time on selling when you need them to keep up with everything else?
Join Pepperland Marketing’s Sean Henri to learn how your sales team can transform their approach the sales process.
During this session, you will learn:
· A new method of connecting with the modern buyer
· How to use technology to your sales team’s advantage
· Ways to easily identify the right prospects at the right time
View the slides or register to watch the on-demand webinar:
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
In this presentation, we discussed various marketing strategies you can implement to attract your target audience.
To view the webinar of this presentation go here: http://bit.ly/ZyqpBF
Creating An Effective Business Development StrategyTom Cutshall
Creating a business development strategy requires a collaborative effort from the entire business team. A key aspect of creating an effective business development plan is looking back and evaluating what worked and didn't work.
B2B Sales For Startups: a great presentation about how to sell to key accounts by creating and engaging a community of prospective customers thanks to content marketing, events and services.
Read the full blog post: http://www.distilled.net/blog/distilled/dear-cmo-your-marketing-plan-is-broken/
We've been doing a lot of work recently looking into agile marketing. In the slidedeck above we want to make the case for and show off some worthy examples of how and where agile works in the three areas that we really care about and can influence as consultants - budget, people and processes.
100 Day Plan to Transform your Digital Marketing StrategyStickyeyes
Starting a new role? A new project? A new idea? You don't have long to make the right impression. In fact, the first 100 days could be the most crucial in your digital marketing strategy. Make sure that you make the right impression.
We have written a guide that covers all the lessons we have learnt from starting our own agency and supporting other agencies on pricing and packaging their services, get it here.
Library Bus Project - Thesis Work in progressDipti Sonawane
Re-conceptualising the Espoo City Library Bus service for the children of Espoo, Finland in collaboration with LeGroup (Learning Environment Group), Department of Spatial Design, Aalto University and the City Library of Espoo. The bus aims to integrate new media technologies for exciting experiences. The project proposed five themes to revolutionise the library bus service. The bus is scheduled to start operating in 2013.
Dengan Hormat, Berikut saya kirimkan lampiran Tugas 1 mata kuliah mikroprosesor perhatiannya saya ucapkan Terima Kasih
Hormat saya
Rengga Prehatama Nuary 1310501009 Teknik Elektro Universitas Tidar
Actualidad empresarial, mercado industrial y logística
automation, engineering, human resources, machinery and tools, management, robotics, software engineering, transportation and logistics
RMLEditor: A Graph-based Mapping Editor for Linked Data MappingsPieter Heyvaert
Although several tools have been implemented to generate
Linked Data from raw data, users still need to be aware of the underlying technologies and Linked Data principles to use them. Mapping languages enable to detach the mapping definitions from the implementation that executes them. However, no thorough research has been conducted on
how to facilitate the editing of mappings. We propose the RMLEditor, a visual graph-based user interface, which allows users to easily define the mappings that deliver the RDF representation of the corresponding raw data. Neither knowledge of the underlying mapping language nor the
used technologies is required. The RMLEditor aims to facilitate the editing of mappings, and thereby lowers the barriers to create Linked Data. The RMLEditor is developed for use by data specialists who are partners of (i) a companies-driven pilot and (ii) a community group. The current version of the RMLEditor was validated: participants indicate that it is adequate for its purpose and the graph-based approach enables users to
conceive the linked nature of the data.
I would take this opportunity to introduce myself. I am Shrikanth N, Assistant manager – Marketing ACT Fibernet fastest growing ISP in the Country.
As ACT’s Marketing team since 2012, I direct all phases of both the creative and technical elements of marketing initiatives including data mining, brand creation, print/Web collateral development, lead generation, networking, leading campaign, customer segmentation/profiling, as well as Customer Relationship Management.
Perhaps most importantly, I offer a history of proven results, as evidenced by the following marketing accomplishments for my current employer:
• Led marketing campaign (comprised of ATL, BTL, Brand activities, Digital campaigns, company-related exhibitions, promotional events, market launch events, and others show, media and PR initiatives)
• Have been instrumental in launching brand ACT Fibernet in new markets like Chennai, Coimbatore, Vizag, Guntur & Tirupati.
• Oversaw creation of new brand name and rebranded ACT Broadband as ACT Fibernet in 2014 to cement a cohesive corporate identity.
• Led marketing campaign (comprised of ATL, BTL, Brand activities, Digital campaigns, company-related exhibitions, promotional events, market launch events, and others show, media and PR initiatives)
• Have been instrumental in launching brand ACT Fibernet in new markets like Chennai, Coimbatore, Vizag, Guntur & Tirupati.
• Oversaw creation of new brand name and rebranded ACT Broadband as ACT Fibernet in 2014 to cement a cohesive corporate identity.
• Led marketing campaign (comprised of ATL, BTL, Brand activities, Digital campaigns, company-related exhibitions, promotional events, market launch events, and others show, media and PR initiatives)
• Oversaw creation of new brand name and rebranded ACT Broadband as ACT Fibernet in 2014 to cement a cohesive corporate identity.
• Have been instrumental in launching brand ACT Fibernet in new markets like Chennai, Coimbatore, Vizag, Guntur & Tirupati.
PCA16-Become the Product Manager You Always Thought You Could BeRay Hernandez
foundation level information on what a Product manager should be doing, the pitfalls in their career, and the ways for managers to get back on the path of success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Metaverse Marketing in the Generation of the Internet - Eugene Capon
Marketing 101 for Startups
1.
2. WELCOME TO MARKETING 101
• We’ve got a full agenda from
the 4 P’s to Customer
Segmentation to Product
Launches
• You’ll meet several subject
matter experts over the next
six weeks
• This is an interactive program
combining lecture and project
work
• And, there will be a graduation
at the end of the course!
3. ABOUT CAROLE GUNST
School:
Undergrad – University of Rhode Island – B.A. Education & Journalism
Grad School – Emerson College – M.A. Marketing Communications
Experience:
“Seasoned” marketing professional who has worked:
Full-time for several Boston tech companies like Lotus Development/IBM,
Dragon Systems/Nuance, Iron Mountain, EMC and a few you’ve never
heard of
Consulting with clients that include: E INK, idealab, Vistaprint, Viridity
Software, and many others you can find listed on www.gunst.com
Life:
Live in Boston, but most of my family lives in Kentucky
Love to volunteer with entrepreneurs and causes tied to literacy and
education
4. LET’S TALK ABOUT YOU
• What’s your background?
• Where did you graduate from?
• What do you think marketing does within
an organization?
• What do you want to do?
• Where do you want to go?
5. WHAT IS MARKETING?
mar·ket·ing [mahr-ki-ting] noun
Definitions:
1. the act of buying or selling in a market.
2. the total of activities involved in the transfer of goods from the producer or
seller to the consumer or buyer, including advertising, shipping, storing, and
selling.
mar-ket [mahr-kit] verb
Definition:package and sell goods
Synonyms: advertise, barter, exchange, merchandise, offer for sale, retail, vend,
wholesale
8. Client Side
• Chief Marketing
Officer
• Marketing VP
• Product Manager
• Product Marketing
Manager
• Marketing Manager
• PR Manager
• Social Media Manager
• Market Research
Agency Side
• Partner
• Creative Director
• Account Manager
• Media
Services/Buyer
• Production
• Intern
MARKETING ROLES
9. MARKETING WITHIN A CLIENT ORGANIZATION
VP Marketing
Director of
Product
Management
Product Manager
Product Manager
Director of
Product
Marketing
Product
Marketing
Manager
Director of
Marketing
Communications
PR Manager
Social Media
Manager
Marcom Manager
10. MARKETING ROLES WITHIN A STARTUP
The Boss – CMO or VP of Marketing – sets strategy and manages the team
Product Management – in-bound focus - works with engineering, quality
assurance (QA), documentation, customers to develop a success
product/service/solution. Must know the market, know the customer,
and know the competition
Product Marketing – out-bound focus – works with Product Management to
launch the product/service/solution and keep it selling until it’s time for
a new product/service/solution to launch
Marketing Communications – out-bound focus – works with Product
Marketing on all content required to support the
product/service/solution throughout the lifecycle of the product.
Measures results and reports on metrics.
Channel Marketing – out-bound focus - gets the product into the
marketplace with distributors, resellers, and business partners. Job is
a cross between sales and marketing
11. PRODUCT MANAGEMENT
What Product Managers Do:
• Collect and prioritize market and customer requirements and translate into
product requirements
• Manage trade-offs and work closely with development to deliver on those
requirements
• Manage cross functional teams and ensure whole product readiness for
feature and new product releases
• Product lifecycle management
• Market and competitive research
• Customer visits, establish and manage customer advisory boards
• Vendor management
12. PRODUCT MARKETING
What Product Marketers Do:
• Market Knowledge: Segmentation, User Personas, Buyer groups, Purchase
motivators, competitive intelligence, use case scenarios, and customer problems.
• Business Strategy: Go to Market strategy, sales strategy, channel strategy, sales
pipeline definition, market strategy definition.
• Tactics: Lead generation plans, customer retention programs, branding,
awareness, field marketing program definition, campaign definition, analyst
relations and media relations.
• Content: Sales support materials, whitepapers, brochures and data sheets,
presentations, demos, web site content, ROI calculators, blog posts, forum
content, case studies, press releases, FAQ’s, other special purpose content and
video.
• Optimization and Market Learning – ROI tracking, pipeline tracking, website
metrics tracking, customer advisory boards, customer focus groups and user
groups.
13. MARKETING COMMUNICATIONS
What Does a Marcomm Manager Do:
• Manage the corporate website, utilizing both internal and external
resources, including SEO, SEM, blogging, content development, and
analytics; constantly look for ways to improve website traffic and
conversions.
• Coordinate and leverage internal team to create engaging content,
leverage social media opportunities, and build brand awareness and
SEO for company.
• Create marketing collateral and sales tools including brochures,
datasheet, presentations, proposals, graphics, diagrams, etc.
• Ensure that campaigns, assets, communications, and messaging are
aligned to corporate branding initiatives.
• Analyze and report on weekly, monthly, and quarterly activities, results,
and ROI for all marketing initiatives.
14. PUBLIC RELATIONS MANAGER
What a PR Manager Does:
• Develop compelling and impactful PR campaigns for the launch of new products
and maintain a regular media presence for the organization
• Engage with leadership and independently synthesize complex information into
press materials and talking points for the organization to utilize in interviews,
speeches and other materials
• Manage the day-to-day relationship with the PR agency, including providing
strategic direction, developing and managing schedules and overseeing budgets
• Leverage Social Media - Oversee the strategy and implementation of Facebook,
Twitter and other social programs for the company
• Oversee internal corporate communications initiatives, including educating
employees on product launches, overseeing Town Hall events, overseeing Intranet
content development and managing corporate giving campaigns
• Handle crisis communications
• Build and maintain relationships with top-tier national print, electronic and
broadcast media in both business/financial and general news arenas
15. CHANNEL MANAGER
What a Channel Manager Does:
• Partner with existing channel dealers/partners to develop and execute
strategic account plans to meet monthly, quarterly, and annual revenue goals
and objectives
• Conduct sales presentations and product demonstrations to dealer base and
end users
• Frequent hands-on contact with channel partners for pre-sales planning,
forecasting pipeline, sales presentations & end-user sales
• Ensure dealer partners are following clearly defined growth plans
• Complete and maintain sales reports, forecast information
• Create promotions that move product through distribution channel
16. MARKETING V. SALES
What Sales Managers Do:
• Manage the revenue, profit, sell-through and inventory of the Western sales region
• Reach quantitative and qualitative targets in sales territory.
• Adhere to budgets, and implement corporate strategies.
• Identify growth opportunities, follow-up with leads, and work with sales and
marketing management to qualify account.
• Communicate back to Marketing and managers on key local market needs and
regional requirements that allow successful marketing and growth across borders.
• Work with the reseller partners to create market opportunity and analysis plans,
including how to better serve specific client and vertical groups
• Provide timely insight to market conditions and competitive placement, pricing,
promotional activity and any additional relevant information
• Work closely with channel marketing team on implementing marketing initiatives
with accounts for in-store and on-line activities
17. MARKETING WITHIN AN AGENCY ORG CHART
VP
Account
Director
Account
Executive
Art
Director
Copywriter
Graphic
Designer
Research
Director
Media
Buyer
18. SETTING GOALS
“If you don't know
where you are
going, any road
will get you
there.”
-- Lewis Carroll
19. DEVELOPING A MARKETING PLAN
• Overview or Summary – should briefly describe your business and the
major points of your plan
• Situation Analysis – a detailed and brutally honest assessment of your
market, competition, and business opportunities and challenges
• Marketing Strategy – define specific revenue goals and show how you
plan to hit your marketing goals
• Marketing Tactics – show the action plan for executing on the strategy
you outlined utilizing the marketing mix
• Marketing Budget and Timeline – the projected costs and timeline
related to executing marketing tactics
• Define Metrics – show how to measure the success of the marketing
plan
20. DEFINING GOALS – CASE STUDY
WHAT: HiveDesk is web-based software that makes it easy to manage remote
teams.
OBJECTIVES FOR 2011:
• Relaunch HiveDesk.com to existing customers
• Hit revenue target of _______
• Build awareness and attract new customers
• Form partnerships for business and potential acquisition
TARGET MARKET:
• Consultants – show your clients how much work you did and when
• Entreprener – monitor virutal teams of employees
• Manager – monitor your remote employees
• Call Center – log productivity of reps
ASSIGNMENT: Review the marketing plan I created for this client and comment.
Editor's Notes
My name is Carole Gunst and I’ve worked about every job in the marketing department. Most of my experience is with technology companies, but I also have some non-profit marketing experience through work I’ve done as a volunteer or as a board member chairing the marketing committee. Marketing is really the only job that I’ve ever wanted to do within an organization. As a career, it’s been a lot of fun and very rewarding. But, sometimes it’s been frustrating to be in the role which mostly happens when the marketing function isn’t tied to the goals of the organization. While I’ve worked from some big organizations, I’ve worked with a lot of entrepreneurial efforts as well either as an employee, consultant, judge at a business plan competition, advisor, or instructor with the Kauffman program for startups.
I’m really looking forward to working with all of the folks at the Boston Startup School. This is a great group who I know will go off to do great things!
The dictionary tells us what marketing and a market is. Whether you are a farmer with extra vegetables to sell or you are launching a new app, you still need to get your product to a marketplace where your buyers will be and be able to communicate about what you’ve got in order to sell it. But if it was that simple, we wouldn’t need six weeks to explain it, would we?
In 1960, E. Jerome McCarthy, proposed a 4 P’s classification for marketing which has been taught and used around the world and is still part of how we classify marketing today.
Product – a product is seen as an item that satisfies what a consumer needs or wants. It’s either a tangible good(think iPhone) or an intangible service (think tourism). Every product has a lifecycle that takes it from inception to growth to maturity to decline. How you market your product depends on where you are in the product lifecycle.
Price – price is the amount that a consumer will pay for the product. Price is important not only because it determines company profit, but because it’s part of the overall product strategy. When setting a price, marketers need to take into account its perceived value, elasticity (how much you can change price before sales decline or take off), and the competitive landscape.
Promotion – promotion represents all of the methods of communication to provide information about the product: advertising, public relations, personal selling, and sales promotion.
Place – place refers to distribution or how you get your product to a place where it is convenient for consumers to access it.
Pragmatic Marketing offers courses in Product Marketing and Product Management. This is their diagram of the marketing framework. The top is strategic and the bottom is tactical. For most organizations, you need a mix of both. By drilling down on some of the activities, we can talk more about the role of marketing within an organization. I’ll bet that this diagram makes a lot more sense at the end of your six week course at Boston Startup School than it does at the beginning.
Depending on the organization, the marketing department can be many places. And, depending on who is running marketing, marketing can be divided and can reside in different parts of an organization. In this example, marketing is split between product management (includes product marketing and product planning) and marketing (includes corporate marketing and marketing communications. Often times, sales and marketing will be closely tied together in the organization and may report into the same person (which is usually a sales VP).
As a marketer for a startup, you’ll probably be working with outside agencies. So, it’s important to know how agencies work.
An Account Director or Executive will be assigned to your account and will be your primary point of contact. That person will work with the rest of the folks in the agency on your behalf.
The Art Director will be in charge of the design – logo, over all look & feel, images, etc. – of any campaign you are working on
The copywriter will write the text that supports the campaign.
The graphic designer will lay everything out across the media types you’ll be using.
The research director may be involved with doing market research or running focus groups in support of your campaign.
The media buyer will make recommendations and negotiate pricing for all the media – print and online – for your campaigns.
An article in Inc. Magazine stated that “More than 80 percent of the 300 small business owners surveyed in the recent 4th Annual Staples National Small Business Survey said that they don't keep track of their business goals, and 77 percent have yet to achieve their vision for their company.”
If you’re business doesn’t have goals, it makes it hard for marketing to know what to do in order to support the business. On several occasions, I’ve built a marketing plan for one of my clients that ended up getting used as a business plan. If you’re job is marketing, you need to set expectations on what you’re going to be doing; what you did; and what the results are.
If you don’t have a business plan, then it helps to find a project that you can own and run with like an event that needs planning or a Facebook page that needs creating or an e-mail newsletter that needs to be created with a database that needs to be managed.
HiveDesk was a client of mine. Basically, it is a product based on a need that the co-founders saw in the marketplace which was how do we know that the remote workers we’ve got working for us are actually working and what are they working on? They brought me on to market what they had to their current prospects and clients and to help them acquire additional ones.
Assignment – how would you build a plan to market this business knowing that you didn’t have a lot of funding? What additional information would you need in order to put together a first draft of a marketing plan?
NOTE – we can break off into groups who can present or we could have students do this individually. At the end of the exercise, I’ll hand out the marketing plan that I submitted to my client.