Frank Amand (Marketing UX) je na konferenci izpostavil tri vidike marketinških fokusov, na podlagi katerih lahko podjetja zmagujejo tudi v B2B poslovanju. »Pomembno je, da se natančno zavedamo, komu sledimo in koga nagovarjamo, kako izstopamo ter kako se učimo in spreminjamo svoje navade. Biti moramo pripravljeni na to, da ovire spremenimo v priložnosti, ki jih opazimo in znamo izkoristiti.«l
This lecture discusses how to build and deliver an effective pitch to help you find financing for your entrepreneurial venture or to sell your product to customers.
Strategy and Digital Tools for Customer Acqusition and Growth / Growth Hackin...Sercan Alıcı
Growth hacking session for several startup founders in BIC101 Acceleration Program.
I told 3 hours growth strategy including specific solutions for each startup in Q&A session.
Effective Integrated Marketing Communications involves understanding and communicating to customers. Market and customer research, sales promotions, advertising, public relations, events and experiences, direct marketing, personal selling and word of mouth are components of an IMC program.
This lecture discusses how to build and deliver an effective pitch to help you find financing for your entrepreneurial venture or to sell your product to customers.
Strategy and Digital Tools for Customer Acqusition and Growth / Growth Hackin...Sercan Alıcı
Growth hacking session for several startup founders in BIC101 Acceleration Program.
I told 3 hours growth strategy including specific solutions for each startup in Q&A session.
Effective Integrated Marketing Communications involves understanding and communicating to customers. Market and customer research, sales promotions, advertising, public relations, events and experiences, direct marketing, personal selling and word of mouth are components of an IMC program.
If the market for your product or service is taking off, you’re likely experiencing an influx of new entrants. Customers, potential employees and investors—who in the early days didn’t understand your product or were skeptical it would succeed—now tell you that “everyone’s doing that” and want to know “what’s different about you?”
In this presentation, you'll learn how to refine your target market definition and improve your positioning, so you can help your company grow in a crowded market.
This is the story of how FusionCharts evolved from a single man startup into a professional product company with over 12,500 customers and 250,000 users across 110 countries. The presentation talks about market research, identification, segmentation, differentiation, product pricing, customer support etc.
David Cancel of Drift at BoS Conference USA 2016.
See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/
Customer Experience In The Digital Forward World By Hero MINDMINEHero CX
Hero CX (customer experience) is Hero MINDMINE's offering to help businesses transform with incredible customer experience.
Hero CX maps business growth across product - marketing and support, the critical business touch-points that a customer engages with.
Hero MINDMINE is part of the $5.6 Billion Hero Group.
Getting funded sometimes seems like a career itself (and indeed it is a big part of the CEO’s responsibilities). In order to succeed, need to understand both the rules of the game and the equipment – without these you may squander some of your most valuable resources - time and relationships. Two keys communication tools are the Executive Summary and the PowerPoint Presentation (Pitch Deck). This forum will help you understand how these tools are used to generate a face-to-face meeting, make a persuasive and memorable presentation, and then follow through with the details needed for investors to begin their due diligence process.
- SWOT Analysis
- What they need, shown by project taken from Canvas idea but with oriental display that suits our market and its need
- With Additional Feature from my imagination that will help them to reach their goal with the respect to their Values & Purpose
- Finally, Sales Training made from my Colleagues and my Experience, what makes this training special that it depends on real situation we passes through.
The First 2 Steps to the Epiphany: Customer Discovery, Customer Validation an...Jason Evanish
An outline of the key parts of the first two steps of Steve Blank's Four Steps to the Epiphany as well as how to do customer development interviews.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Never mind sales and marketing. How are the interactions within the marketing team itself? Do you have product marketers off running rogue campaigns without anyone else knowledge? Then it's time to address how you are creating content and how you are managing that process.
If the market for your product or service is taking off, you’re likely experiencing an influx of new entrants. Customers, potential employees and investors—who in the early days didn’t understand your product or were skeptical it would succeed—now tell you that “everyone’s doing that” and want to know “what’s different about you?”
In this presentation, you'll learn how to refine your target market definition and improve your positioning, so you can help your company grow in a crowded market.
This is the story of how FusionCharts evolved from a single man startup into a professional product company with over 12,500 customers and 250,000 users across 110 countries. The presentation talks about market research, identification, segmentation, differentiation, product pricing, customer support etc.
David Cancel of Drift at BoS Conference USA 2016.
See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/
Customer Experience In The Digital Forward World By Hero MINDMINEHero CX
Hero CX (customer experience) is Hero MINDMINE's offering to help businesses transform with incredible customer experience.
Hero CX maps business growth across product - marketing and support, the critical business touch-points that a customer engages with.
Hero MINDMINE is part of the $5.6 Billion Hero Group.
Getting funded sometimes seems like a career itself (and indeed it is a big part of the CEO’s responsibilities). In order to succeed, need to understand both the rules of the game and the equipment – without these you may squander some of your most valuable resources - time and relationships. Two keys communication tools are the Executive Summary and the PowerPoint Presentation (Pitch Deck). This forum will help you understand how these tools are used to generate a face-to-face meeting, make a persuasive and memorable presentation, and then follow through with the details needed for investors to begin their due diligence process.
- SWOT Analysis
- What they need, shown by project taken from Canvas idea but with oriental display that suits our market and its need
- With Additional Feature from my imagination that will help them to reach their goal with the respect to their Values & Purpose
- Finally, Sales Training made from my Colleagues and my Experience, what makes this training special that it depends on real situation we passes through.
The First 2 Steps to the Epiphany: Customer Discovery, Customer Validation an...Jason Evanish
An outline of the key parts of the first two steps of Steve Blank's Four Steps to the Epiphany as well as how to do customer development interviews.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Never mind sales and marketing. How are the interactions within the marketing team itself? Do you have product marketers off running rogue campaigns without anyone else knowledge? Then it's time to address how you are creating content and how you are managing that process.
Leon Šikovec (Sberbank) predstavlja sponzorstvo EuroVolleya in rezultate Sberbanka ob sponzoriranju največjega športnega dogodka v Sloveniji v letu 2019.
Ste kdaj razmišljali o tem, da imate v marketingu toliko dela in da pripravljate toliko materialov, da bi lahko imeli enostavno svojo marketinško agencijo? Podjetje Comtrade se je odločilo prav za to in o tem procesu je na tretji B2B konferenci predaval Ljubomir Ristić.
Darko Dujič je na junijskem mesečnem srečanju DMS predstavil podjetje Ceneje d.o.o. ter pojasnil, kako lahko marketing postane temelj poslovnega modela podjetja.
Sandra Kecman (Bisnode) je na mesečnem srečanju udeležencem zaupala svoje izzive pri iskanju novih marketinških kadrov in priznala, da je med iskanjem novih sodelavcem včasih potrebno nekoliko spremeniti svoja pričakovanja.
Na februarskem Marketing TOPX izobraževanju je strokovnjakinja za digitalni marketinga Simona Koren (Atlantic Grupa) predavala o tem, kako v podjetju vzpostaviti celostno digitalno okolje, ki se gradi skozi faze digitalne transformacije.
Jure Doler (Klepetalni robot d.o.o.) je na mesečnem srečanju predstavil trende na področju klepetalnih robotov in med drugim pojasnil, zakaj je prepričan, da bo ta način komunikacije izpodrinil email kampanje.
Vladimir Nardin (Gorenje) je na mesečnem srečanju predstavil, kakšno bo naše življenje v svetu pametnih aparatov, kjer bomo lahko celotno kuhinjo upravljali s pomočjo aplikacije na pametnih telefonih.
Andraž Štalec (Red Orbit) je na mesečnem srečanju predstavil nekaj konkretnih primerov, pri katerih so z uporabo podatkov o digitalnem potrošniku izboljšali prodajne aktivnosti podjetij.
Irena Stanjko Meršol (Ceneje.si) je na mesečnem srečanju pojasnila, kako nam lahko podatki o digitalnem potrošniku pomagajo pri načrtovanju prodajnih aktivnosti - tudi v offline svetu.
Miloš Suša (iPROM), Andraž Zorko (Valicon) in Mojca Pesendorfer (Atlantic Grupa) so na mesečnem srečanju predstavili, kaj je napovedno oglaševanje in kako lahko z njim znižamo oglaševalske stroške ter s tem povečamo učinkovitost oglaševalskih kampanj,
Podjetje Droga Kolinska, sicer del Atlantic Grupe, si je naziv velikega zmagovalca nagrade marketinška odličnost 2018 prislužilo z nastopom v branži, v kateri deluje, kjer je eno izmed najbolj inovativnih na trgu, pogumno vstopa v nove kategorije ali pa jih celo ustvarja. Preverite, kako je podjetje izpolnilo prijavo za nagrado marketinška odličnost in s čim je prepričalo komisijo.
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.
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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
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
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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
Metaverse Marketing in the Generation of the Internet - Eugene Capon
Market focus as a growth enabler (Frank Amand, Marketing UX)
1. Market focus as a growth
enabler
FrankAmand
DELINEATE DIFFERENTIATE DARE
2. Growth through
Market Focus
Delineate:
• Who do we go after?
Differentiate:
• How do we stand out?
Dare:
• Let’s learn & re-focus
How? How? How?
Hownotto
Define the market so wide/vague
that it has contradictions in the
pains you solve
Howto
Make it so precise that your
organization can align its
operations and resources to it
Ignore to be adequately
equal before you
differentiate
Differentiate starting from the vision
of solution in the buyer’s mind
(connected content)
Be slow and perfectionist
Be inauthentic, make it feel like
marketing and sales
Join the customers onTHEIR adventures
Keep seeing that as fun
3. The rise and fall of Philips Pronto
Designed by
installers, made by
Philips
A Greek tragedy on lack of market focus
4. The rise and fall of Philips Pronto
Designed by
installers, made by
Philips
Tragedy in 3 acts
1. 50+ M EUR revenue in 1999 – 2001. Setting technology trends
2. Lack of focus of Pronto Brand on custom installer market
3. … 2010 No buyer for Brand, competitors flourish still today
5. Early Success Factors
A new experience:
• Hi-End Custom Installation Market
• Whole room control: Lights, Audio,Video
• Programmable with PC editor
6. Marketing Misalignment
Consumer Electronics Mindset
• Higher volume, Lower margins
• Hardware, “Box”-centric thinking
• Big brand pull, Channel-push
Emerging Market Reality
• High MSRP price for added value installer/channel
• Software service ecosystem thinking
• Channel protection, control point grooming
Professional CEDIA Tradeshow 2007 Professional CEDIA Tradeshow 2007
The Key
Product Brand…
7. 1. A. Vague market definition =
Vague Brand Promise
Contradictions in the pain the solution is solving
“Philips Pronto is easy to setup”
End-user : OMG this is hard, can I please not have to program it at all?
Geek: How else can I show off my programming skills with it? Let it be complicated!
Installer: How can I program it really fast? I need to hide my hours in the project bill
Purchased after reading mixed reviews, was convinced that the
problems people were having were due to technophobia, etc.
Figured I'd try it. What a huge waste of time and effort...
End user “Geek” Professional Customer
8. 1. B. Sharp Market Definition
Control System Integration
for Particle Accelerators
• Customers with real names
and known pains
• 3 known customer personas
• 3 main services
Results:
• Aligned company resources
• “Collateral damage”
projects: easy fit/no-fit
• Clear communication
targets for USP…
9. 2. B. Be Equal before you’re different
Be equal… to the in-house team
• We work elbow to elbow with your team
• We know the domain as good as you (PhDs in Physics…)
• We speak the language of your internal customers
Be different
• We cover peak loads faster then you can hire
• We always write up the documentation
• The total cost of ownership is actually lower with us
10. 2. A. Be Equal before you’re different
Our device has the best cutting edge design!
Yes, but:
– Is it equally fast to program?
– Does it support as many standards?
– Are the prices out there as consistent?
– Do I get the same professional support?
Could we be equal
if we redefine, narrow
the market?
Possibly…
11. 3. A. Keeping up with the market
Comes along RemoteCentral.com
An online forum:
• A new form of customer engagement
• A new form of free(!?) customer support
• Pronto .ccf format is the de facto standard
This is not about having the best hardware
This is a software service eco system…
How do we take control of it?
12. 3. B. Keeping up with the market
Comes along Proton Therapy Industry
Can we be the Bosch / Shimano of
this market?
How do we take control of it?
Do we know the customer’s real pain?
13. Cosylab’s first medical brochure
• It’s all true
• Based on experience
• It has 1 customer reference story
• It has intelligent assumptions of
customer pain
• Next versions now have the no 1.
confirmed pain
14. Growth through
Market Focus
Delineate:
• Who do we go after?
Differentiate:
• How do we stand out?
Dare:
• Let’s learn & re-focus
How? How? How?
Hownotto
Define the market so wide/vague
that it has contradictions in the
pains you solve
Howto
Make it so precise that your
organization can align its
operations and resources to it
Ignore to be adequately
equal before you
differentiate
Differentiate starting from the vision
of solution in the buyer’s mind
(connected content)
Be slow and perfectionist
Be inauthentic, make it feel like
marketing and sales
Join the customers onTHEIR adventures
Keep seeing that as fun