8 Tips on things to look at to improve your marketing in the second half of 2014. From a webinar.

1. July 2, 2014
Mid-year Marketing Multipliers
8 Marketing Tips for the second half of 2014
Barbara Fowler
CMO, Partner
Chief Outsiders@barbfow50
@chiefoutsiders
bfowler@chiefoutsiders.com

2. Where are you in your buyer’s journey?
A cat The hottest new toy
in 2014
My company to
grow faster
To sell the best
homeowners
insurance in Florida
I want…

3. Make your company easy to do business with!
What do you do when you need something?
57-92% of search starts on the internet!
Do clients find you via your
website?
When they get to your site,
what do they expect?
What if they don’t find what
they want?

4. Where are you now in
marketing on the web?
SEO Content
Tech
3
Key
Components
These are all connected and must be utilized together!

5. 8 steps to take
Develop Strategy
Before Tactics
Become
Data-Driven
Benchmark Against
Key Competitors
Integrate Everything
Identify Buyer
Personas
Review Current
Marketing Spend
1
2
3
4
5
6
$
✓
✓
Everyone is in
marketing!
8
Test
7

6. It Begins with a Mindset
Benchmark Against Key
Competitors
Be curious, get outside your own company!
1

7. Best Trade Show
Marketing
Best Blogs
Google Alerts,
Talkwalker
Moz’s OpenSite
Explorer
Marketing
Grader
Competitor
Analysis
Be curious, get outside your own company!
How?
SEM RUSH
EXPLORE!

8. Check where you are spending
money and time
Review Current Marketing
Spend
No Sacred Cows
2
$
✓

9. Including salaries?
What is the result?
$10,000,000 revenue What are you spending and what does it include?
$20,000 to $500,000 Averages are from 2-50+% depending on study and industry
Example
20% 12% 8% 7% 6% 6% 5% 21%
TRADE SHOWS, SEMINARS,
CONFERENCES
CONTENT PRODUCTION
WEBSITE
AGENCY FEES
EMAIL
ADVERTISING
PR
OTHER

10. First Things First!
Develop Strategy Before
Tactics3

11. What is the Difference?
Strategy can be the broad goals of the company that generate the results
the company wants to achieve. A tactic is a specific “do-it” to achieve the
strategy.
Strategy or Tactic?
• Be the market share leader in sales in the mid-market in our industry.
• Maneuver our brand into top two consideration set of household decision
makers.
• Deploy a marketing campaign that leverages existing customer reviews and
spurs them to conduct word of mouth with their peers in online and real world
events.
• Improve retention of top 10% of company performers. Offer best in market
compensation plan with benefits as well as sabbaticals to tenured top
performers, source ideas from top talent.

12. We want to work with people we
know and trust
*What do you need and how can I help you?
Identify Buyer Personas
Who are your prospects?
Where do you find them?
How do they find you?
What stage of the buying process are they in?
4

13. Paint a Picture
We want to work with people we know and trust
*What do you need and how can I help you?
What are their demographics?
Age, Gender, Income, etc.
Where do they go for
information?
What are their pain
points?
What are their most
common concerns?
What do they value most?
What are their goals?
How do I identify this
persona?

14. How?
And they need it….Now!
Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases
conversions by 341% (1)
If you call a lead within 60 seconds of a form fill you are 500% more likely to convert
the lead (2)
The first business to speak to a lead on the phone is 238% more likely to get that
lead as a customer than the second business to speak to the lead (1)
The odds of contacting a lead if called in 5 minutes are 100x higher vs. 30 minutes
(1)
The odds of converting a lead if called in 5 minutes are 21x higher vs. 30 minutes (1)
Technology Tips: Consider these statistics.
(1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT
1
2
3
4
5

15. Think PESO!
What is a MQL?
What is a SQL?
Integrate Everything!
The Earned Premium
Paid, Earned, Sponsored, Owned
5

16. Obsess! Obsess!
Become
Data-Driven
Show Me The Numbers!
6

17. Show me the Numbers!
Analytics Before Anecdotes!!
ROI CLTV Conversions
How much
revenue/how
much I
invested
How much
profit will I
earn from this
customer over
time?
What is a
conversion
and how will I
measure it?

18. You don’t need to bet the bank!
Experiment!
Use Technology!
And Test, Test, Test!
Google Analytics, Marketing Automation, CRM
Systems, Apps, A/B testing,
7
✓

19. Marketing Automation, CRM Systems, Apps
You don’t need to bet the bank! Experiment!
Google Analytics WhichTestWon.com A/B Testing of Landing
Pages Optimizely.com
Email: MailChimp,
Constant Contact,
Usertesting.com Hubspot.com
@

20. Develop the Culture/ Be Agile/
Experiment
There is no such thing as Digital Marketing,
It’s Marketing!
Everyone is in Marketing!
8

21. Thank you!
I can’t do it all! What should I start with?
MozLocal SEMRush Go Outside
If you don’t
have it, add
Google+ and
update local
pages
Benchmark
three
competitors.
Decide who to
beat
Get some
expert advice.
Marketing is
evolving every
day.

22. Contact us!
Barbara Fowler
ChiefOutsiders.com
908-956-4529
Part-time CMOs for growth companies