Make marketing more productive by leveraging financial disciplines and strengths. Learn how in this 4-Step approach, with a case study to prove its effectiveness.
This is the first part of a series of presentations on marketing strategy and deals with improving marketing ROI.
It's full of colorful slides to make points simply and clearly.
This 70-slide PowerPoint presentation will:
1. Give you a comfort level with Social Media and its place in your marketing program.
2. Introduce a systematic approach to marketing that will ensure your plans are effective and efficient.
3. Provide 3 worksheets to help you improve ROI.
4. Show you the full business upside when the Bottom Line process is used.
For more, please
Presentation of "A Strategic Approach To Understanding and Managing the Opportunities and Complexities of Social Media." The focus is to use knowledge, data, and strategy to increase the ROI on Social Media.
Here is a very basic Inside Sales Playbook I wrote a couple of years ago for a client which uses the C.H.A.M.P. sales qualification framework instead of the outdated B.A.N.T framework.
Social Media (Influence) Marketing by Martin WalshMartin Walsh
This is the detailed Social Media (Influence) Marketing Framework I developed a few years ago but which I constantly update based on practical experience implementing it in my roles at Microsoft and IBM. I have shared this strategic framework with many other organisations and provided advice on how to define, implement, operationalise and execute this tactic, particularly in context of a 360 degree integrated program and or campaign.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
Trust Equation Campaign Playbook and Checklist - Email Outreach and Sales Fo...Connect 365
We believe that small businesses, marketers, and sales professionals deserve better. We needed an automation system to build relationships with potential customers, clients, and strategic partners without requiring either a degree from MIT to implement or a massive budget. So we created it. And this document is our playbook.
Includes sales follow up email templates and outreach email templates.
Social Media should be treated as part of an overall marketing and
communication plan and, as such, should be measured and monitored along
with all other marketing and communication activities.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
This is the first part of a series of presentations on marketing strategy and deals with improving marketing ROI.
It's full of colorful slides to make points simply and clearly.
This 70-slide PowerPoint presentation will:
1. Give you a comfort level with Social Media and its place in your marketing program.
2. Introduce a systematic approach to marketing that will ensure your plans are effective and efficient.
3. Provide 3 worksheets to help you improve ROI.
4. Show you the full business upside when the Bottom Line process is used.
For more, please
Presentation of "A Strategic Approach To Understanding and Managing the Opportunities and Complexities of Social Media." The focus is to use knowledge, data, and strategy to increase the ROI on Social Media.
Here is a very basic Inside Sales Playbook I wrote a couple of years ago for a client which uses the C.H.A.M.P. sales qualification framework instead of the outdated B.A.N.T framework.
Social Media (Influence) Marketing by Martin WalshMartin Walsh
This is the detailed Social Media (Influence) Marketing Framework I developed a few years ago but which I constantly update based on practical experience implementing it in my roles at Microsoft and IBM. I have shared this strategic framework with many other organisations and provided advice on how to define, implement, operationalise and execute this tactic, particularly in context of a 360 degree integrated program and or campaign.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
Trust Equation Campaign Playbook and Checklist - Email Outreach and Sales Fo...Connect 365
We believe that small businesses, marketers, and sales professionals deserve better. We needed an automation system to build relationships with potential customers, clients, and strategic partners without requiring either a degree from MIT to implement or a massive budget. So we created it. And this document is our playbook.
Includes sales follow up email templates and outreach email templates.
Social Media should be treated as part of an overall marketing and
communication plan and, as such, should be measured and monitored along
with all other marketing and communication activities.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
The essentials of a documentede content marketing strategyNuno Fraga Coelho
This document provides guidance on creating a documented content marketing strategy by outlining questions to consider in key areas:
1. The business case for content marketing addresses needs, audience size, business model, value proposition, and risks.
2. Persona development and content mapping involves understanding buyer personas, their engagement cycles, and sales/buying processes to determine relevant content.
3. The brand story outlines developing pillars of content by adapting a "hero's journey" framework to tell the brand's story and drive differentiation.
4. The content marketing channel plan evaluates existing channels, required changes, and objectives/goals for each channel based on personas. Developing a strategy in these areas with a documented plan leads to
This document provides guidance on how to begin measuring the return on investment of marketing efforts for financial advisors. It recommends tracking new leads and clients by their original marketing source. Goals for new clients and assets should be set based on average client size. Campaigns can then be analyzed quarterly by comparing leads, clients and revenue to costs. While not a complete picture, this initial approach establishes a foundation to refine marketing measurement over time. Limitations include lagging results and interdependence between different marketing activities.
This document discusses scaling social media efforts within large organizations. It provides an overview of Tanya Donnelly's experience and strategies for developing a multi-year social media plan. The document outlines steps to start such as assessing the current state, gaining executive support, and identifying business milestones. It also discusses establishing central oversight and metric tools to track performance across business units over time. The goal is to evolve from decentralized efforts to an integrated social media approach managed holistically across the organization.
The document provides 10 tips for improving marketing campaigns and lead nurturing efforts. It recommends aligning marketing activity with sales, capturing all responses from campaigns, planning a structured nurturing dialogue with different content offers tailored to the buyer's journey, scoring responses to determine readiness for sales, and automating processes where possible. Regular measurement of key indicators and refinement of approaches based on lessons learned are also advised.
Organic Gardener's Guide to Lead NurturingPete Jakob
Presentation given at a seminar organised by B2B Marketing Magazine at the Century Club, London - Sept 23rd. The presentation provides 9 practical steps for improving the yield from your marketing campaigns.
This document provides an overview of taking a data-driven approach to content marketing. It discusses establishing a content strategy with data at the core, using data to inform content ideation, analyzing distribution channels, optimizing the content experience, and measuring content performance. Specific metrics, tools, and tactics are provided for each stage of content marketing to help understand what is and isn't working and make better decisions based on data. The overall goal is to implement a structured yet agile process informed by analytics at every stage of content creation and distribution.
Company Culture: Connecting to Performance ManagementSherrie Suski
Sherrie Suski's lesson on company culture continues, with this thorough presentation on performance management, core competencies, and establishing goals for the business. Sherrie Suski's lesson is great for startups.
Greiner's Growth Curve model identifies five phases of growth that a company passes through: 1) Creativity, 2) Direction, 3) Delegation, 4) Coordination, and 5) Collaboration. Each phase has a period of stability and evolution that ends with a period of crisis or turmoil that must be resolved for the company to progress to the next phase. The model helps understand organizational problems companies may face during rapid growth periods.
The document summarizes trends showing a shift from "above-the-line" (ATL) marketing like advertising to "below-the-line" (BTL) tactics. ATL aims for mass awareness while BTL focuses on targeted, measurable interactions. Spending has grown faster for BTL which emphasizes perception, interaction, and measurability over brand-building. Seven trends are driving this shift, including changing demographics, consumer sophistication, information availability, and demands for accountability. Marketers are allocating more to quantifiable, multichannel, and relationship-building BTL strategies.
This document outlines an approach to content marketing for sales. It discusses focusing content on customers' problems rather than products. It then provides details on a prospect engagement funnel that uses content in online communities, email marketing, and sales cycles to move prospects through stages from new contact to closed sale. Finally, it discusses customizing content by industry, role, pain points, and sales stage to most effectively engage prospects.
Creating social content is a highly effective way to drive traffic to your business’s website
In order to engage your audience, it’s essential to take a strategically focused yet pragmatically tactical approach with your social content creation, which is based on bringing in prospects at every stage of the funnel.
Social media can provide both traditional and non-traditional returns on investment (ROI). Traditional ROI metrics like sales and leads can apply to social media, but social media also yields benefits like increased brand awareness, customer engagement, and public relations mentions that are harder to measure. To demonstrate ROI from social media, companies should set goals, establish baselines, monitor key metrics over time, and compare social media performance to other marketing activities and acquisition costs. While measurement challenges exist, an emphasis on engagement and relationships with customers through social media corresponds with greater financial success for brands.
Member report: NEWBASE - Marketing Priorities 2017IAB Europe
In a rapidly changing media world, as marketers, we need to keep up with what is going on around us, track consumer behaviour and technology developments, and watch where the advertising dollars are moving. It is also essential that we understand the priorities of brand marketers, agencies and publishers alike, and build our marketing strategies accordingly.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
The document discusses strategies for achieving scalable product-led growth. It emphasizes creating an environment where growth "hacks" can be discovered through experimentation. Key recommendations include:
1) Focusing on supreme customer adoration through metrics like NPS.
2) Building a product that allows for granular experimentation through variables that can be changed easily.
3) Shipping tests with low friction and tracking results to motivate teams through accountability and compensation tied to growth metrics.
4) Trying all potential growth channels and not leaving any untested. The goal is to hit on a new channel that significantly grows the business.
This article explores ways to use data to make marketing decisions: creating campaigns to focus your efforts, selecting your communications channels and measuring success. Published in the 2018 International Legal Marketing Technology White Paper, September, 2018.
Social Listening in Practice: Campaign MeasurementMohamed Mahdy
This document provides guidance on effectively measuring digital marketing campaigns. It distinguishes between three types of metrics: outputs, outtakes, and outcomes. Outputs measure what activities were performed, outtakes measure audience reactions, and outcomes measure actual changes in behaviors and business results from the campaign. The document emphasizes that campaigns should have clear, measurable objectives tied to business goals in order to properly evaluate success. It also cautions against vanity metrics like social media followers that don't translate to real business value.
Tom McClintock gave a presentation on calculating the return on investment (ROI) of social media. He discussed two viewpoints - that ROI from social media cannot be calculated since much of its value is indirect, and that ROI can and must be calculated. He provided examples of companies that successfully measured ROI. McClintock also outlined new approaches to calculating ROI from social media, such as measuring retention, research, and sentiment. He concluded by discussing tools and case studies for measuring social media ROI.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
The document outlines 7 steps to optimize the home page of a business website to generate leads. These steps include deciding on a compelling topic, creating remarkable content, adding calls-to-action links and icons, automating a thank you message and lead follow-up, writing a supporting blog post, and expanding reach through social media. The overall objective is to create a compelling call to action on the home page to attract small and mid-sized business owners.
2015 tax brackets and other inflation changes by Kay Bell. Bankrate.com.
Read more: http://www.bankrate.com/financing/taxes/2015-tax-brackets-and-other-inflation-changes/#ixzz3LYHLO7oq
The essentials of a documentede content marketing strategyNuno Fraga Coelho
This document provides guidance on creating a documented content marketing strategy by outlining questions to consider in key areas:
1. The business case for content marketing addresses needs, audience size, business model, value proposition, and risks.
2. Persona development and content mapping involves understanding buyer personas, their engagement cycles, and sales/buying processes to determine relevant content.
3. The brand story outlines developing pillars of content by adapting a "hero's journey" framework to tell the brand's story and drive differentiation.
4. The content marketing channel plan evaluates existing channels, required changes, and objectives/goals for each channel based on personas. Developing a strategy in these areas with a documented plan leads to
This document provides guidance on how to begin measuring the return on investment of marketing efforts for financial advisors. It recommends tracking new leads and clients by their original marketing source. Goals for new clients and assets should be set based on average client size. Campaigns can then be analyzed quarterly by comparing leads, clients and revenue to costs. While not a complete picture, this initial approach establishes a foundation to refine marketing measurement over time. Limitations include lagging results and interdependence between different marketing activities.
This document discusses scaling social media efforts within large organizations. It provides an overview of Tanya Donnelly's experience and strategies for developing a multi-year social media plan. The document outlines steps to start such as assessing the current state, gaining executive support, and identifying business milestones. It also discusses establishing central oversight and metric tools to track performance across business units over time. The goal is to evolve from decentralized efforts to an integrated social media approach managed holistically across the organization.
The document provides 10 tips for improving marketing campaigns and lead nurturing efforts. It recommends aligning marketing activity with sales, capturing all responses from campaigns, planning a structured nurturing dialogue with different content offers tailored to the buyer's journey, scoring responses to determine readiness for sales, and automating processes where possible. Regular measurement of key indicators and refinement of approaches based on lessons learned are also advised.
Organic Gardener's Guide to Lead NurturingPete Jakob
Presentation given at a seminar organised by B2B Marketing Magazine at the Century Club, London - Sept 23rd. The presentation provides 9 practical steps for improving the yield from your marketing campaigns.
This document provides an overview of taking a data-driven approach to content marketing. It discusses establishing a content strategy with data at the core, using data to inform content ideation, analyzing distribution channels, optimizing the content experience, and measuring content performance. Specific metrics, tools, and tactics are provided for each stage of content marketing to help understand what is and isn't working and make better decisions based on data. The overall goal is to implement a structured yet agile process informed by analytics at every stage of content creation and distribution.
Company Culture: Connecting to Performance ManagementSherrie Suski
Sherrie Suski's lesson on company culture continues, with this thorough presentation on performance management, core competencies, and establishing goals for the business. Sherrie Suski's lesson is great for startups.
Greiner's Growth Curve model identifies five phases of growth that a company passes through: 1) Creativity, 2) Direction, 3) Delegation, 4) Coordination, and 5) Collaboration. Each phase has a period of stability and evolution that ends with a period of crisis or turmoil that must be resolved for the company to progress to the next phase. The model helps understand organizational problems companies may face during rapid growth periods.
The document summarizes trends showing a shift from "above-the-line" (ATL) marketing like advertising to "below-the-line" (BTL) tactics. ATL aims for mass awareness while BTL focuses on targeted, measurable interactions. Spending has grown faster for BTL which emphasizes perception, interaction, and measurability over brand-building. Seven trends are driving this shift, including changing demographics, consumer sophistication, information availability, and demands for accountability. Marketers are allocating more to quantifiable, multichannel, and relationship-building BTL strategies.
This document outlines an approach to content marketing for sales. It discusses focusing content on customers' problems rather than products. It then provides details on a prospect engagement funnel that uses content in online communities, email marketing, and sales cycles to move prospects through stages from new contact to closed sale. Finally, it discusses customizing content by industry, role, pain points, and sales stage to most effectively engage prospects.
Creating social content is a highly effective way to drive traffic to your business’s website
In order to engage your audience, it’s essential to take a strategically focused yet pragmatically tactical approach with your social content creation, which is based on bringing in prospects at every stage of the funnel.
Social media can provide both traditional and non-traditional returns on investment (ROI). Traditional ROI metrics like sales and leads can apply to social media, but social media also yields benefits like increased brand awareness, customer engagement, and public relations mentions that are harder to measure. To demonstrate ROI from social media, companies should set goals, establish baselines, monitor key metrics over time, and compare social media performance to other marketing activities and acquisition costs. While measurement challenges exist, an emphasis on engagement and relationships with customers through social media corresponds with greater financial success for brands.
Member report: NEWBASE - Marketing Priorities 2017IAB Europe
In a rapidly changing media world, as marketers, we need to keep up with what is going on around us, track consumer behaviour and technology developments, and watch where the advertising dollars are moving. It is also essential that we understand the priorities of brand marketers, agencies and publishers alike, and build our marketing strategies accordingly.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
The document discusses strategies for achieving scalable product-led growth. It emphasizes creating an environment where growth "hacks" can be discovered through experimentation. Key recommendations include:
1) Focusing on supreme customer adoration through metrics like NPS.
2) Building a product that allows for granular experimentation through variables that can be changed easily.
3) Shipping tests with low friction and tracking results to motivate teams through accountability and compensation tied to growth metrics.
4) Trying all potential growth channels and not leaving any untested. The goal is to hit on a new channel that significantly grows the business.
This article explores ways to use data to make marketing decisions: creating campaigns to focus your efforts, selecting your communications channels and measuring success. Published in the 2018 International Legal Marketing Technology White Paper, September, 2018.
Social Listening in Practice: Campaign MeasurementMohamed Mahdy
This document provides guidance on effectively measuring digital marketing campaigns. It distinguishes between three types of metrics: outputs, outtakes, and outcomes. Outputs measure what activities were performed, outtakes measure audience reactions, and outcomes measure actual changes in behaviors and business results from the campaign. The document emphasizes that campaigns should have clear, measurable objectives tied to business goals in order to properly evaluate success. It also cautions against vanity metrics like social media followers that don't translate to real business value.
Tom McClintock gave a presentation on calculating the return on investment (ROI) of social media. He discussed two viewpoints - that ROI from social media cannot be calculated since much of its value is indirect, and that ROI can and must be calculated. He provided examples of companies that successfully measured ROI. McClintock also outlined new approaches to calculating ROI from social media, such as measuring retention, research, and sentiment. He concluded by discussing tools and case studies for measuring social media ROI.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
The document outlines 7 steps to optimize the home page of a business website to generate leads. These steps include deciding on a compelling topic, creating remarkable content, adding calls-to-action links and icons, automating a thank you message and lead follow-up, writing a supporting blog post, and expanding reach through social media. The overall objective is to create a compelling call to action on the home page to attract small and mid-sized business owners.
2015 tax brackets and other inflation changes by Kay Bell. Bankrate.com.
Read more: http://www.bankrate.com/financing/taxes/2015-tax-brackets-and-other-inflation-changes/#ixzz3LYHLO7oq
This document profiles demographic and income data for the Memorial super neighborhood in Houston from 2000 to 2014. It shows that the population grew slightly from 44,957 to 48,189 during this period. The median household income was highest in 2009 at $80,316 but fell to $76,313 by 2014. The percentage of the population that was non-Hispanic white declined from 82.5% in 2000 to 71.2% in 2014, while the Hispanic population increased from 8.8% to 17.1% over the same period.
This document lists important United States holidays for 2020 and 2021, including the dates for New Year's Day, Valentine's Day, Easter, Mother's Day, Memorial Day, Father's Day, Independence Day, Labor Day, Halloween, Thanksgiving, and Christmas. It also provides contact information for Champions Real Estate Group.
"West Houston (TX): An introduction to the plan that links people, places and communities."
Read along: http://www.energycorridor.org/…/med…/parks/WHTMP-8-Pager.pdf
Photo credit: The Energy Corridor, Houston TX.
"Three-Day Closing Disclosure Rule."
Info provided by Maria Walter of Stewart Title, Sugar Land TX.
Use with verbal permission as of April 8 2015
@ Ft. Bend Chamber of Commerce.
www.alta.org/cfpp
Overreacting to events, tackling symptoms rather than underlying fundamental problems and jumping to please the boss can prove fatal. Crippled marketing efforts can leave promising companies in the dust, or at least handicapped at the starting gate. Admired companies are leveraging Marketing Operations to improve performance and measure ROI as they refine their marketing organizations using an operational focus.
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.
1) The marketing industry was hit hard by the economic crisis as marketing budgets were cut by over 50% in some countries. However, marketing has emerged stronger from the crisis by proving its value as an investment rather than just an expense.
2) Marketers realized they needed to show the financial return on marketing investments in order to keep marketing divisions relevant. This led to the rise of ROI (return on investment) marketing, which focuses on quantifying the impact of marketing on business financial performance.
3) More companies have now adopted ROI marketing practices and evaluate marketing's financial returns. As a result, the marketing industry overall is stronger after the crisis than expected, as marketing is now seen as a more important investment.
1) Marketing professionals and CMOs will face increased scrutiny and pressure to prove their accountability and deliver results in 2013, as the global economic outlook remains uncertain.
2) CMOs need to streamline marketing operations, make budgets work harder, and justify spending to increase ROI, while also listening more to consumer feedback.
3) To regain control, CMOs should establish a framework to focus efforts internally and with agencies, improve briefing processes, renegotiate media commitments if needed, and ensure agency incentives are aligned with business goals.
Branding Marketing Sales Solution Using 1 K E YSanjay Mehta
1. 1KEY solutions can help marketing and sales departments overcome challenges in measuring performance, accountability, and data analysis to improve branding, marketing, and sales results.
2. Key benefits include identifying high-value customers, accurately forecasting promotional impacts, and optimizing marketing spend based on detailed customer insights.
3. 1KEY provides visibility into various data sources to support decision-making through reporting, analysis, scorecards and visualization of KPIs.
The document discusses the challenges of integrated marketing. While 67% of marketing organizations develop integrated programs, only 33% are satisfied with the results. Key challenges include lack of alignment between organizational goals, cultural barriers that prioritize tactics over coordination, and lack of strategic vision and leadership. Common disconnects occur when different reporting relationships allow for silos, metrics are not agreed upon, new media channels operate independently, and there is a lack of integration between marketing, sales, and store operations. The document provides an overview of key marketing functions and their accountabilities, and notes that experience is needed to implement integration successfully and avoid common execution issues.
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.
Marketing throughout the Organization using Microsoft Dynamics CRMNerea
This document discusses enabling marketing efforts throughout organizations using marketing automation solutions. It makes three key points:
1) Marketing is no longer just the job of marketers, but requires coordination across departments as every interaction can be a marketing opportunity. Marketing automation can help capitalize on these opportunities.
2) Marketing automation solutions should be deployed across the organization, including to line-of-business teams who are closest to customers and can perform targeted marketing.
3) For marketing automation to be effective throughout an organization, solutions must be easy to use, integrate with existing systems, and provide critical marketing capabilities like customer data management and communications tracking.
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.
Business Intelligence (BI) for Recession on Digit Channel ConnectDhiren Gala
Business Intelligence (BI) is made for times like these! “When cash runs out that’s when thinking starts.” This statement is very true in downturn or recession times
- Sanjay Mehta on Digit Channel Connect
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...
This document discusses the difference between key performance indicators (KPIs) and key results indicators (KRIs). KPIs measure what is currently happening in the business, while KRIs measure historical results. Many managers mistakenly track KRIs, like sales figures, instead of KPIs that are tied to business strategy. To identify true KPIs, managers should ensure each metric is related to and helps achieve strategic goals, like increasing turnover by a certain percentage annually. Properly using KPIs aligned with strategy can help businesses adapt to changing markets and improve performance.
Crm maximizing crm effectiveness during lean timesMarcus Vannini
1) This document discusses ways that companies can maximize the effectiveness of their customer relationship management (CRM) systems during economic downturns.
2) It recommends six areas of focus: increasing sales effectiveness, improving forecasting accuracy, engendering customer loyalty, enhancing marketing results, reducing customer service costs, and leveraging CRM technologies to gain advantages when the economy rebounds.
3) Specific strategies discussed include using web tools to help salespeople prospect more efficiently, embedding best practices into sales workflows to drive consistency, integrating historical sales data into forecasting to improve accuracy, and using loyalty applications integrated with CRM to better target customers and incentives.
B2B marketing is no longer a matter of delivering support tools and services to the sales organisation. The challenge for marketing is to take more of an independent role in B2B as a positioning driver. The loss of an extremely close, direct connection between sales and marketing also causes a loss in the alignment of sales and marketing investments for driving business. There isn’t necessarily sufficient marketing focus on generating revenue streams, as sales often ignores what will drive future revenue. B2B sales and marketing needs to re-align its objectives and priorities.
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.
This document discusses five steps that CMOs and CFOs can take to build collaboration and demonstrate the value of marketing investments:
1) Create an "open book" mindset by making marketing spending and activities transparent.
2) Focus on key performance metrics that are aligned with business goals and shareholder value.
3) Balance measuring short-term sales impacts and long-term brand building.
4) Consider opportunities to reduce marketing costs in addition to justifying spending.
5) Seek opportunities for CMOs and CFOs to collaborate in planning and budgeting processes.
Taking these steps can help CMOs show marketing returns quantitatively and unlock 10-20% of the marketing budget to rein
Profitiviti Business Operations Intelligence ArticleSteve Raack
The document discusses a methodology called Business Operations Intelligence that helps companies gain insights into their business operations through data analysis. It involves defining all business processes, including both departmental and enterprise-wide processes. The methodology then ranks processes based on their impact and efficiency to identify opportunities for improvement. Implementing this methodology provides executives with information to make more informed decisions and pursue initiatives that can significantly improve profitability.
Calculating the roi for social customer servicedebm_madronasg
This document provides a framework for calculating the return on investment (ROI) for social customer service programs. It outlines how to calculate both the gains, such as increased agent productivity and call deflection rates, and the costs associated with implementing a social customer service program. An example calculation is provided that shows how capturing metrics like direct and indirect call deflections and improvements in average handling time and first contact resolution rates can generate significant savings and translate to a high ROI of 152% for the sample company's social customer service program.
Wonder how some businesses are getting value out of social media? Wonder how to calculate the ROI of social media? This paper will walk you through some of the fundamentals of looking at how to evaluate how social media changes a business and the resulting value it brings to the whole organization. If you want more information, go to www.drnatalienews.com
In support of Community Manager Appreciation Day (2011) we decided to ask 15 of the best community managers we know what did/didn't work in 2010 and what they expect for 2011.
1. Summer
11
08
Marketing
and
the
CFO:
How
Financial
and
Accounting
Professionals
Can
Add
Value
to
Marketing
Services
Don
Metznik
In
this
7-‐page
article,
financial
and
accounting
professionals
will
learn
how
to
increase
their
overall
contribution
to
a
company’s
success
by
sharing
numerical
and
analytical
techniques,
skills,
and
disciplines
with
their
marketing
counterparts.
Creative
Logic
Marketing
|
Copyright
2011
Donald
A.
Metznik
|
Small
Business
Advisory
|
metznik.com
2.
HOW
FINANCIAL
AND
ACCOUNTING
PROFESSIONALS
CAN
ADD
VALUE
TO
MARKETING
SERVICES.
An
unnecessary
and
unproductive
tension
often
exists
in
small
to
midsize
businesses
(smbs)
between
marketing
and
financial/
accounting
services*.
It
obstructs
a
synergistic
relationship.
This
tension
is
fed
by
conflicting
perceptions
of
each
department’s
roles
and
responsibilities,
and
by
some
classic
stereotypes.
Removing
this
tension
and
creating
a
complementary
relationship
will
yield
significant
business
benefits.
This
is
how
it
can
be
done.
STEREOTYPES
You’ve
heard
the
stereotypes:
marketing
is
creative,
unstructured,
emotional,
liberal
in
spending,
and
speaks
a
funny
language.
You’ve
heard
that
Finance/accounting
lacks
imagination,
is
too
highly
structured,
too
…marketing
types
analytical,
too
conservative
in
spending,
and
speaks
a
funny
measure
almost
language.
These
stereotypes
are
often
supported
by
nothing
while
characterizations
that
marketing
types
measure
almost
nothing
financial/accounting
while
financial/accounting
types
measure
virtually
everything.
As
types
measure
to
roles
and
responsibilities,
finance/accounting
exists
to
rein
in
virtually
everything.
marketing
and
save
the
corporate
treasury,
while
marketing
exists
to
breathe
life
and
vitality
into
a
department
that
has
no
grip
on
consumer
reality.
A
DIFFERENT
CORPORATE
REALITY
The
reality
in
large
corporate
suites
is
different.
Marketing
MBAs
are
highly
analytical,
fond
of
metrics,
and
rational
to
an
extreme.
“ROI”
is
always
rolling
off
their
tongues.
Similarly,
the
finance
and
accounting
department
is
embedded
in
marketing
activities
from
their
onset
and
can
be
effective
analysts
of
consumer
data.
It
would
be
a
positive
development,
therefore,
for
smbs
that
depend
upon
marketing
success
to
duplicate
the
large
corporate
There
will
always
be
environment
where
marketing
and
finance/accounting
work
tension,
but
this
collaboratively
toward
corporate
objectives
rather
than
tension
will
be
antagonistically
and
at
cross-‐purposes.
There
will
always
be
constructive…
tension,
but
this
tension
will
be
constructive,
based,
for
example,
on
different
interpretations
of
data,
not
on
the
credibility
and
reporting
of
the
data
itself.
1
3. TOWARD
A
MUTUALLY
CONSTRUCTIVE
RELATIONSHIP
Four
steps
are
required
to
remove
inter-‐department
tension
and
align
the
efforts
of
marketing
and
finance/accounting.
STEP
1:
DEFINE
MUTUALLY
SUPPORTING
ROLES
The
first
step
is
to
establish
a
mutual
acceptance
of
roles
for
marketing
and
finance/accounting.
Department
Old
Role
Perception
What
Was
missing
New
Role
Marketing
Propose
and
manage
Rationalization
of
cost
Produce
business
customer
and
sales
and
ROI
success
through
programs
(narrowly
considerations
financially
focused
on
customer
(appreciation
for
rationalized
and
marketplace)
financial
analysis)
customer
and
sales
programs
Finance/Accounting
Resist
important
Appreciation
for
Facilitate
business-‐building
customer
and
responsible
marketing
spending
competitive
realities
spending
on
(narrowly
focused
on
programs
most
analysis)
likely
to
contribute
to
business
success
As
the
above
table
shows,
each
department
needs
to
expand
its
focus
by
accepting
the
realities
of
the
other
department;
marketing
should
share
its
customer
and
marketplace
orientation
and
finance/accounting
should
share
its
financial
stewardship
orientation.
This
role
redefinition
moves
the
two
functions
into
a
complementary
relationship
focused
on
business
success.
2
4. STEP
2:
DEFINE
A
COMMON
APPROACH
Having
brought
the
two
roles
together,
the
next
step
is
for
The
initiative
should
finance/accounting
and
marketing
to
agree
on
a
common
come
from
the
approach
that
will
become
a
sustaining
formula
for
business
finance/accounting
success.
This
approach
most
likely
should
begin
with
the
side
because
it
is
finance/accounting
department
demonstrating
how
analytical
closer
to
the
skills,
techniques,
perspectives,
and
disciplines
can
contribute
to
numbers…
the
marketing
process.
The
initiative
should
come
from
the
finance/accounting
side
because
it
is
closer
to
the
numbers,
has
credibility
with
the
numbers,
and
generally
has
a
closer
relationship
with
the
CEO/owner.
WHAT
FINANCE/ACCOUNTING
CAN
SHARE
WITH
MARKETING
• Comfort
with
and
appreciation
for
numbers,
quantitative
reporting,
and
analysis.
• Familiarity
with
reporting
formats
and
conventions
that
help
to
produce
understanding.
• Passion
for
accuracy
and
a
fear
of
sloppy
numerical
work
that
can
discredit
an
entire
presentation
or
waste
valuable
corporate
financial
resources.
• Ability
to
find
the
story
within
the
numbers-‐to
interpret
the
data
for
meaning.
• Understanding
of
concepts
like
ROI,
Breakeven,
and
Lifetime
Value
and
how
they
can
be
meaningfully
applied.
• Appreciation
for
reporting
and
analytical
standardization
that
speeds
interpretation.
• Facility
with
using
graphs
and
tables
to
help
uncover
relationships
and
trends.
• Knowledge
of
how
data
can
be
manipulated,
intentionally
or
through
ignorance.
3
5. STEP
3:
IDENTIFY
WAYS
TO
INCORPORATE
FINANCE/ACCOUNTING
INTO
MARKETING
Here
are
the
specific
steps
finance/accounting
can
take
to
begin
to
incorporate
its
various
contributions
to
the
marketing
mindset:
• Identify
the
type
of
information
marketing
needs,
and
take
responsibility
for
gathering
and
reporting
it,
or
at
least
for
setting
up
reporting
templates.
I
try
to
analyze
o For
example,
I
try
to
analyze
program
results
by
program
results
by
comparing
data
four
ways:
actual
vs.
budget,
actual
comparing
data
four
vs.
prior
year,
actual
vs.
recent
trends,
and
actual
ways:
actual
vs.
vs.
control
or
benchmarks
(such
as
categories
often
budget,
actual
vs.
have).
prior
year,
actual
vs.
recent
trends,
and
• Teach
marketing
how
to
present
and
analyze
numbers.
actual
vs.
control
or
• Listen
to
unmet
needs
and
frustrations
of
marketing
and
benchmarks
determine
if
these
can
be
solved
with
data
and
analysis.
• Define
standards
and
analyze
for
spending
recommendation
levels
e.g.
expenditures
over
$XXXXX
must
include:
o A
breakeven
analysis
o Optimistic-‐expected-‐pessimistic
scenarios
o Return
based
on
1
year
and
lifetime
expected
contribution
(used
to
help
judge
risk
and
reasonableness)
• Where
appropriate,
introduce,
explain,
and
use
statistics,
e.g.
tests
of
significance.
• Be
a
partner
with
marketing
to
understand
the
new
areas
of
web
metrics,
particularly
as
they
apply
to
social
media.
Learn
what
metrics
exist,
where
and
how
they
can
be
applied.
o This
is
especially
helpful
with
the
sales
funnel,
conversion
metrics,
and
ROI
from
marketing
and
sales.
Finance/accounting
STEP
4:
STARTING
THE
PROCESS
should
start
the
process
with
a
Finance/accounting
should
start
the
process
with
a
conversation
conversation
with
the
with
the
business
owner/CEO.
Use
it
to
explain
your
objective
(to
business
owner/CEO.
improve
decision-‐making
and
ROI
of
marketing
dollars)
and
4
6. strategy
(introducing
finance/accounting
skills,
experience,
disciplines,
etc.
into
marketing
where
appropriate).
Propose
to
do
the
following:
• Conduct
an
audit
of
marketing
reports
already
generated
and
determine
if
improvements
can
be
made.
• Identify
marketing
initiatives
that
should
have,
but
currently
don’t
have,
appropriate
analyses
and
reports.
• Identify
the
gaps
in
analysis
that
exist
in
quality
and
quantity.
• Identify
the
areas
where
a
finance/accounting
treatment
can
help
marketing
projects
and
reports
create
better
decisions.
DO’s
And
DON’Ts
Finance/accounting
should
tread
lightly;
marketing
people
(especially
creative
people)
can
have
their
egos
bruise
easily.
NOT
DO
• Become
an
advertising
expect
• Critique
creative
work,
except
for
how
it
conforms
to
stated
creative
objectives
• Overwhelm
marketing
with
minutia
DO
• Look
for
opportunities
to
collaborate
and
co-‐present
• Learn
qualitative
nuances
in
the
work
that
marketing
does
to
better
understand
where
and
how
to
contribute.
PERSONAL
STORY-‐
HOW
I
MERGED
MARKETING
AND
FINANCE
I
inherited
a
hard
working
staff
that
had
Early
in
my
corporate
career
I
became
VP
Marketing
at
a
large
few
analytical
skills
restaurant
company.
This
company
had
an
advanced
sales
and
a
department
reporting
capability
and
a
large,
professional
finance
and
with
a
reputation
for
accounting
department.
The
president
had
risen
from
corporate
having
mistake-‐ridden
finance.
reports.
5
7. I
inherited
a
hard
working
staff
that
had
few
analytical
skills
and
a
department
with
a
reputation
for
having
mistake-‐ridden
reports.
In
other
words,
there
was
little
analysis
to
support
recommendations,
and
what
little
there
was,
was
not
highly
thought
of.
Part
of
my
job
was
to
provide
strategic
guidance
for
a
marketing
budget
over
$30,000,000.
To
be
effective
I
needed
insights
from
To
be
effective
I
business
data
and
recommendations
that
were
logically
needed
insights
from
generated
and
well
supported
by
facts.
business
data
and
recommendations
that
Initially,
the
president
would
meet
with
my
department
and
were
logically
include
the
finance/accounting
department,
which
was
also
the
generated
and
well
keeper
of
the
data.
My
staff
would
present
their
supported
by
facts.
recommendations.
Too
often,
finance
would
find
errors
of
commission
or
omission.
These
would
be
embarrassing
at
the
least,
and
unproductive
at
worst.
Part
of
the
problem
was
that
finance/accounting
had
all
the
raw
data,
and
my
staff
did
not
think
or
analyze
like
finance/accounting.
SOLUTION
My
solution
was
to
make
finance/accounting
a
partner
with
My
solution
was
to
marketing
and
not
an
adversary;
finance/accounting
and
I
would
make
finance/
agree
on
the
nature
of
the
reports
needed
and
the
extent
of
accounting
a
partner
analysis
required.
They
would
generate
reports
and
take
with
marketing
and
responsibility
for
accuracy.
To
formalize
this
arrangement,
I
not
an
adversary…
The
created
a
sub-‐department
called
Marketing
Financial
Analysis
that
result
was
an
had
the
blessing
of
Finance,
Operations,
and
The
President.
immediate
improvement
in
IMMEDIATE
IMPROVEMENT
quality,
speed,
and
acceptance…
The
result
was
an
immediate
improvement
in
the
quality
of
work
presented,
speed
of
delivery,
and
acceptance.
In
fact,
the
standardization
of
reporting
formats
enabled
macros
to
be
built,
and
they
became
standard
operating
procedure.
This
enabled
more
advanced
analyses
and
clearly
contributed
to
better
decision-‐making.
We
were
able
to
focus
on
the
task
at
hand
and
not
be
sidetracked
by
support
services.
By
working
with
This
model
can
be
finance/accounting,
marketing
made
better
presentations,
sold
its
reproduced
even
in
ideas
more
effectively,
and
saved
a
lot
of
tedious
number
small
companies.
crunching.
This
model
can
be
reproduced
even
in
small
companies.
6
8. MOVING
TOWARD
A
BETTER
MARKETING-‐FINANCE/ACCOUNTING
RELATIONSHIP
There
is
and
always
will
be
a
difference
between
marketing
and
finance/accounting.
Both
are
separate
and
equally
important
components
of
business.
Marketing
should
not
report
to
finance/accounting,
nor
should
finance/accounting
stifle
the
creative
and
customer-‐centric
responsibilities
of
marketing.
So
why
am
I
suggesting
that
finance/accounting
should
initiate
a
sharing
of
its
skills,
disciplines,
techniques,
and
perspective
with
marketing?
The
simple
answer
is
that
numbers
are
the
language
of
business,
…numbers
are
the
and
smb
marketing
must
learn
this
language
well
in
order
to
language
of
business,
optimize
its
contribution.
I
believe
the
initiative
to
do
this
is
best
and
smb
marketing
taken
from
the
finance/accounting
side.
By
having
mutually
must
learn
this
supporting
roles
and
speaking
a
common
language,
the
language
marketing-‐financial/accounting
combination
will
greatly
aid
decision-‐making
and
contribute
to
a
more
competitive,
growing,
and
prosperous
business.
ABOUT
DON
METZNIK
|
CREATIVE
LOGIC
MARKETING
Don
Metznik
|
Creative
Logic
Marketing
discovers
hidden
business
opportunities,
educates
owners
of
small
and
midsize
businesses
how
to
develop
these
opportunities,
and
develops
strategies
and
programs
in
marketing,
sales,
and
the
Internet
consistent
with
owner
goals
and
values.
And
he
likes
financial
types.
Useful
information
may
be
found
at
www.metznik.com.
*
The
expression
“financial/accounting”
is
used
to
reflect
the
highest
level
of
financial
control
within
a
company.
This
level
varies
by
size
of
the
business,
and
may
reside
at
the
accounting
level
for
smaller
businesses.
7