The document discusses strategies for successful marketing in 2016. It recommends establishing goals, identifying target markets, conducting a marketing audit, setting a budget, filling gaps in marketing areas like content and social media, prioritizing action items, and tracking metrics. Specific tactics discussed for business-to-business (B2B) markets include creating quick, low-cost content like articles and social media posts. Metrics for determining success include tracking leads, closing ratios, and key performance indicators related to business, marketing, employees, and customers. Customer retention strategies are also recommended.

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December 2015
Marketing in 2016
No Shoulda, Coulda, Woulda!
Howard Deskin

2. How has the internet changed advertising?
The consumer is in
charge!

3. How has the internet changed advertising?

4. Impression-Marketing.com
The Purchase Process
That's how far the average buyer is through the
purchase decision process before engaging a sales rep

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2016 Success
#1 What’s your business strategy?
1. Grow existing markets
2. Enter new markets
3. Exit certain markets
4. Offer new products or services (or stop some)
5. Increase revenue from current customers
6. Pricing changes
7. Reduce expenses
8. Competitor analysis

6. Impression-Marketing.com
2016 Success
#2 Identify your Target Market
Who do you want to do more business with?
1. Identify your best customers
a) How do you get more of them
2. What’s their persona
3. Where do they get their information
4. What information are they interested in
5. What are their offline and online behaviors
6. Any untapped industries or businesses
How do you Zig while your competitors Zag?

7. Impression-Marketing.com
2016 Success
#3 Inventory your current marketing
1. What’s working
2. What’s not working
3. What haven’t you tried
4. What haven’t you even heard of
5. Do you know the entire amount you spent
6. And where you spent it

8. Impression-Marketing.com
2016 Success
#4 Establish a Marketing Budget
1. Fixed percent of revenue
a) Large companies 4%-10%
b) Small companies 3-5%
2. Monthly amount that makes sense/comfortable with
a) $1,500-$2,500 min. for content marketing
3. Customer growth oriented
a) Cost to acquire new customer X no. of customers
4. Industry averages
5. Start with last year’s and adjust up/down
Include in-house, outsourced, third party
(Google, print), media, events, etc.

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2016 Success
#4A Establish a Marketing Budget Allocation

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2016 Success
#5 Fill the gaps - marketing focus areas
1. Brand – need an upgrade?
2. Website - (mobile responsive please!)
3. Content Marketing - (big time now)
4. Google advertising – (still effective)
5. Social advertising – (good value)
6. Public relations – (important)
7. Targeted print & other media (depends)
8. Building a referral network (of course)
9. Customer retention

11. What is Content Marketing?
• Articles/Blog posts
• Social media posts
• Whitepapers
• Infographics
• Email/newsletters
• Videos
• Webinars/Events
• E-books
• Press Releases
• Mobile Apps
• Website pages

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How Do People Search?
1. Cost
2. Problems/Symptoms
3. Versus/Compare
4. Reviews
5. Best
*From the Sales Lion

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What is Google’s goal?
Be Original!

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Content Marketing Success
Content Marketing Institute - 2016 B2B Content Marketing Report
B2B & B2C
Budget B2B-28% B2C-32%

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Best B2B Tactics?
Quick & inexpensive

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Best B2B Tactics?

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Best B2B Tactics?

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Best B2C Tactics?

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Where to promote B2C?

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Best B2C Tactics

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2016 Success
#6 Plan & prioritize action items
1. Content Marketing
a) Create a Content Plan - companies with a
plan are much more successful
2. Establish a marketing calendar
a) New website 1st qtr.
b) Start e-newsletter 2nd qtr.

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2016 Success
#7 DIY or Get Help!
1. Marketing is more labor intensive now
2. Google is constantly changing
3. A hybrid in-house/outsourced approach may work best

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Content Marketing
#8 Do the Math!
1. Track your leads via a CRM
2. What’s your closing ratio
3. Establish KPI’s
a) Business
b) Marketing
c) Employees
d) Customers
4. Is marketing automation in your future?

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Is it working? Success Metrics

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Content Marketing
#9 Customer Retention
1. Implement strategies to retain customers
2. Onboarding
3. Periodic touches
4. Special treatment
5. Cool offers
Don’t forget about them!

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Content Marketing
Appendix - Examples

28. B2B First Week Results

29. B2B Short Term Results
• They’ve closed $35,000, which has a phase II
component that will result in additional revenue
• Two leads have come in related to Church facilities
• One lead came in from a military base in DC
• In addition, they’ve had an application for a field
installer job

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Website Sales Funnel

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Website Design & Development

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Website Design & Development

33. B2B Example

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Content Marketing Success
Content Marketing Institute - 2016 B2B Content Marketing Report