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Uploaded byDave Pannell MCIM
Marketing Bootcamp December 2017
The document outlines strategies for business growth and effective marketing, emphasizing the importance of having solid business fundamentals before executing marketing tactics. It highlights the shift in consumer behavior due to technology and stresses the need for companies to understand their customers and create unique value propositions. Additionally, it discusses the significance of targeted marketing, including the use of email and digital platforms to engage potential buyers at different stages of their decision-making process.
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Marketing Bootcamp December 2017
- 1. BUSINESS GROWTH & MARKETINGBOOTCAMP Mark Prince Mark Prince Growth Dave Pannell Dave Pannell @daviepannell
- 2. Dave Pannell MCIM BA(Hons) Dave Pannell @daviepannell Over 20 years of marketing and branding experience and ambassador for CIM Yorkshire
- 3. Mark Prince MarkPrince Growth Hugely experienced business leader, author and speaker - with 30 years of global corporate leadership.
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- 5. ... if youdon’t have your business basics right first
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- 7. “Coke sells tapwater for 95p” Coca-Cola’s new brand of“pure” bottled water was revealed to be tap water taken from the mains, sold at a 300,000% mark-up.
- 8. How did youfirst hear about...
- 9. People forget whatthe basics of marketing are: Selling the right product To the right people At the right price (ie your business basics!)
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- 12. The world’s largesttaxi company owns no vehicles The world’s largest accommodation provider owns no properties
- 13. Disruption Short, high-impact strategies Fastgrowth mind-set 5 YEAR PLAN
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- 17. How do theydo it? Create a point of difference Know their customer Solve a problem others are not able or willing to solve Create a cause, serve a club
- 18. Create a pointof difference
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- 24. Their gender Their age Levelof education Income Do they need the product or is it a luxury? How will they use the product or service? What do your customers value most? Do they impulse buy or do they save for it? Where do they get their decision making information? Where are your customers located?
- 29. Solve a problemothers are not able or willing to solve
- 34. Create a cause,serve a club
- 39. Engage your marketwith... Passion Technology Disruption
- 40. How we communicate,how we work, how we gather information, how we buy...
- 41. ... so whyare you still trying to find sales like it’s the 90s?
- 42. Report: How EngineersFind Information (Q4 2016) INDUSTRIAL ENGINEERS Nearly 70% turn to search engines to find information
- 43. Report: Wolters KluwerHealth Point-of-Care Survey (2011) DOCTORS Nearly half frequently use search engines for diagnosing their patients
- 44. At the startof their buying decision. Once they have narrowed down the options themselves to a couple of suppliers. Only to confirm pricing or delivery details. 20% 25% 55% At what point B2B buyers want to engage with suppliers BUYINGDECISION
- 45. THE INVISIBLE BUYER Visitsyour website, takes your information and writes you off without you ever knowing you were in the running
- 46. Pay per click Landingpages Nurturing Follow-ups Email capture Re-marketing SEO Email marketing LinkedIn Personal brand Social Branding PR Direct sales Strategy
- 47. 2% Ready toengage 18% Decision-making 80% Passive / checking you out80% 18% 2% Visitors to your website
- 48. Limbo Deciding Trigger point SaleAware of aneed Customer buying timeline
- 49. Limbo Deciding Trigger point SaleAware of aneed Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF& capture email Customer buying timeline
- 50. Your email address Whatdoes this tell you about the person who downloaded?
- 51. Limbo Deciding Trigger point SaleAware of aneed Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF& capture email
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- 53. Send personal email& connect on LinkedIn Added to sector specific mailing list Contact shows interactivity Follow-up call / email Initial meeting Sale
- 54. Digital marketing doesn’tget rid of the need to sell It gives you the opportunity to have better sales conversations with the right people
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- 57. What makes emailmarketing different to...
- 58. Online pharmaceutical spamworks to a 0.00001% conversion rate. Have to send 350 million emails to generate 28 sales. Spamalytics: An Empirical Analysis of Spam Marketing Conversion (2008) TARGETING
- 59. Your current customers & contacts Peoplewho have downloaded information Bought, very targeted, mailing lists Higher interaction Lower interaction
- 60. There are 5reasons why people don’t buy from you: No need No money No rush No desire No trust TIMING
- 61. Limbo Deciding Trigger point SaleAware of aneed Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF& capture email Customer buying timeline
- 62.
- 64. Customers are notsat waiting for your email to land as the answer to all their problems. At some point you have to pick up the phone
- 66. Pay per click Landingpages Nurturing Follow-ups Email capture Re-marketing SEO Email marketing LinkedIn Personal brand Social Branding PR Direct sales Strategy
- 68. Google made $90billion last year $80 billion came from advertising revenue Source Alphabet Fourth Quarter and Fiscal Year 2016 Results
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- 70. Accountants Huddersfield Paid-forPPC adverts Ad
- 71. Paid-for PPC adverts Paid-forPPC adverts ‘Local’results Organic / SEO results Ad Ad
- 72. 52% don’t look beyondthe first two search results
- 73. 1 2 3 2 4 1 Scroll downfor local results 4 3 Accountants Huddersfield
- 74. Scroll downfor organic results Accountants Huddersfield
- 75. 1 2 3 2 3 1 4 5 4 Accountants Huddersfield Organiclistings don’t appear until half way down the results page
- 76. The days whenyou could ‘cheat’Google are over Buying backlinks Keyword stuffing Invisible content
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- 78. Google is incharge (not you, and not an SEO company) Mobile search favours mobile-friendly sites Can only target one keyword per page Slow: off-site and on- site techniques require long-term strategies Search Engine Optimisation (SEO)
- 79. Instant results and budgetcontrol Only pay when someone has a genuine interest Can directly target all keywords (even competitor product names and brands!) Exclude keywords Pay Per Click (PPC)
- 80. Other search engines areavailable!
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- 82. 3 seconds That’s howlong someone takes to make their mind up about your company when they first visit your website (You can't prove your credibility in that time using words)
- 85. Branding in thedigital world Always online Always there Always ‘on’
- 86. Office / store Stationery Marketingliterature Press advert Your brand pre-2000
- 87. Website Mobile website Google searchresults Email stationery LinkedIn Social media (all of it!) Online downloads YouTube Your brand now
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- 93. People buy from people- and they buy most from the people they like
- 94. If I Googleyou and find nothing then, to me, you are a very unremarkable person
- 96. THE WHOLE WIDE WORLD Thebit you have to be known in
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- 102. Credibility proven before youeven walk through the door
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- 104. Social Sales SocialSales Hobbies, interests & social selling Have to make the company sociable B2B social B2C social
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- 108. Pay per click Landingpages Nurturing Follow-ups Email capture Re-marketing SEO Email marketing LinkedIn Personal brand Social Branding PR Direct sales Strategy
- 109. What are yougoing to do right now? Over to you
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- 111. Bring together theright team for the right job
- 112. Build momentum, createa drumbeat
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- 116. BUSINESS GROWTH & MARKETINGBOOTCAMP Mark Prince Mark Prince Growth Dave Pannell Dave Pannell @daviepannell