Adding evidence to marketing messaging makes the value proposition credible.
A short summary version of my recent presentation at the Customer Marketing Summit, London Nov'23.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
Contact Anthony William Tucker to discuss hosting this workshop in your community for your city government, chamber of commerce, economic development entity, main street association, or other organizations that contain members who are seeking branding and marketing insight. Email AWT, william@tuckerforoklahoma.com or call, 918-613-0411.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
DNS Business Development Workshop
Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
The Wanamaker Dilemma is a very real problem for most marketers. Here I answer the most common issues related to solving this dilemma. I'd love your feedback @marcbinkley or via my blog at blog.marcbinkley.ca
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
Contact Anthony William Tucker to discuss hosting this workshop in your community for your city government, chamber of commerce, economic development entity, main street association, or other organizations that contain members who are seeking branding and marketing insight. Email AWT, william@tuckerforoklahoma.com or call, 918-613-0411.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
DNS Business Development Workshop
Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
The Wanamaker Dilemma is a very real problem for most marketers. Here I answer the most common issues related to solving this dilemma. I'd love your feedback @marcbinkley or via my blog at blog.marcbinkley.ca
Valuable, engaging content is more important than ever before for attracting buyers.
Social media platforms like LinkedIn are providing powerful channels through which to distribute this content and reach perfect prospects.
However, competition is fierce and people have become very selective about the information they engage with. The rest is ignored.
In this presentation, we look at why so much content goes to waste and how you can ensure yours hits its mark.
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
The growth of the Internet has changed sales processes dramatically. Up to 80 percent of the business to business (B2B) purchase process is completed before the buyer considers contacting the vendor. Yet companies have been slow to adapt their marketing and sales strategy to this changing environment. Inbound marketing is the solution. In this white paper, you’ll get an introduction to the fundamental methodology of inbound marketing and learn how your company can utilize it to meet your sales and revenue goals.
https://runfrictionless.com/b2b-white-paper-service/
This is the first time I try to do it,hope it is useful. I will try to improve my skills and learn more about marketing, I believe I can have a big improvement.
Ultimate Guide to Inbound Marketing Buyer PersonasSmartBug Media
Buyer personas are the anchor to any good content or inbound marketing program. This guide provides you 75 game changing questions that will help you create better personas, faster!
Valuable, engaging content is more important than ever before for attracting buyers.
Social media platforms like LinkedIn are providing powerful channels through which to distribute this content and reach perfect prospects.
However, competition is fierce and people have become very selective about the information they engage with. The rest is ignored.
In this presentation, we look at why so much content goes to waste and how you can ensure yours hits its mark.
Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
The growth of the Internet has changed sales processes dramatically. Up to 80 percent of the business to business (B2B) purchase process is completed before the buyer considers contacting the vendor. Yet companies have been slow to adapt their marketing and sales strategy to this changing environment. Inbound marketing is the solution. In this white paper, you’ll get an introduction to the fundamental methodology of inbound marketing and learn how your company can utilize it to meet your sales and revenue goals.
https://runfrictionless.com/b2b-white-paper-service/
This is the first time I try to do it,hope it is useful. I will try to improve my skills and learn more about marketing, I believe I can have a big improvement.
Ultimate Guide to Inbound Marketing Buyer PersonasSmartBug Media
Buyer personas are the anchor to any good content or inbound marketing program. This guide provides you 75 game changing questions that will help you create better personas, faster!
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
3. Beware random acts of marketing!
I wasted half of my marketing budget… I just don’t know which half
Why can’t we just market to the people who want to buy?
Don’t count the people that you reach, reach the people that count
…AND THAT
COMPLEXITY
CAN PROVE
CHAOTIC
4. ‘…AS MARKETERS, WE'RE WELL -VERSED IN THE MAIN GOALS OF INTERNET
MARKETING: TO GENERATE LE ADS AND NE W BUSINESS’ [INTERNET TRAININ G
RESOURCE]
‘…ONE OF THE MOST COMMON AND WIDELY ACCEPTED GOALS OF MARKETING IS
LE AD GENERATION’ [INTERNET TRAINING RESOURCE]
‘…95% OF YOUR REVENUE COMES FROM 5% OF YOUR LE ADS’ [VENDOR ADVER T]
‘ THE TOP PRIORIT Y FOR MARKETERS IS GENERATING LE ADS’. [VENDOR AD VERT]
… WHICH MAY LEAD TO OVER-SIMPLIFIED
MARKETING OBJECTIVES
5. PROOF EQUALS TRUST
If people like you, they will listen to you, but if they trust
you, they will do business with you.
Zig Ziglar
ALL MARKETING NEEDS PROOF POINTS TO
QUANTIFY A VALUE PROPOSITION
6. CONTEMPORARY CUSTOMER
EXPECTATION:
PROVE IT!
In a world where customers may be tempted to
shop for products that better suit their current
needs, brands will need to reward loyalty, stress
value, create personalized experiences, remain
connected and engaged, and ensure customers
know they have their best interests in mind. -
Mintel
TODAY’S DIGITAL SAVVY BUYER AND CONSUMER IS
MORE DEMANDING THAN EVER
7. Source: Two market-leading industry analysts, advising a large B2B tech org.
1. STOP TALKING ABOUT
YOURSELVES
2. USE EVIDENCE IN YOUR
NARRATIVE
3. KEEP IT SIMPLE AND
CONSISTENT
Source: Major Industry Analysts’ Marketing Advisory Services
EVIDENCE IS A TOP 3 MESSAGING REQUIREMENT,
ACCORDING TO ANALYSTS
8. THE BEST EVIDENCE IS FROM OTHER CUSTOMERS…
44%
of prospects validate vendors based on other clients’ success
9. According to the Content Marketing Institute,
40%
of B2B marketers said that case studies are the #1 type of content for
converting late-stage leads.
10. REAL TRUST COMES
FROM EVIDENCE
PROVIDED BY THOSE
WITH NO OTHER REASON
TO BE POSITIVE THAN
THE PRODUCT ITSELF
11. CONCLUSION: LOYALTY IS A
MARKETING SUPERPOWER
STRATEGICALLY, THE TRUTH OF HOW THE MARKET SEES
YOUR PRODUCTS IS AS IMPORTANT AS THE PRODUCTS
THEMSELVES.
TREAT IT ACCORDINGLY
Let’s think about why
And why that is, is actually really easy to get, if you think about the complexity involved in doing large scale marketing.
Whether its tech or pharma or FS or consumer goods, marketing is a big, multidisciplined effort, and requires thought and investment. Many different functions, many different tasks, different skills, all have to come together for marketing to work.
Even in a smaller organization, doing marketing right is a tough ask and rarely do we have all the answers, or all the resources, or the right budget, to do it correctly all the time.
Hands up if you have an adequate budget to exceed your targets?
And because of the complexity, and perhaps some realites about resourcing or budget, we are not certain on what bets to place, and they don’t always work. The 4 Ps are now 7Ps, so many permutations, so many different approaches, so many opinions.
I’m not speaking for anyone else here, but drawing on some personal experience, It would be fair to say not everything works out the way we wanted.
It’s a bit chaotic sometimes. These phrases are cliches but they are there for a reason. Attitudes to marketing reflect the chaotic nature of function. And chaos and sporadic results are not the basis for confident investment in marketing, especially in the non-revenue generating parts.
And there’s the main problem….
when we’re too busy as a marketing org we revert to being focused on lead gen and not much else.
I thought it might be a bit of a cliché about marketing being just a lead gen engine but then I looked at how it is depicted on the net, even by marketing themselves.
Anyone not In marketing would be forgiven for thinking that lead gen is basically what we are meant to do.
And for many of us if we look at the headcount in marketing overall versus ‘customer marketing’ the ratios tell the story all by themselves. Customer Marketing sits somewhere in the corner. Lead gen gets all the funding. Strategically, demand is where the weight is, where the discussions are.
Its all a bit Jerry Maguire.
(Source: https://www.hubspot.com/marketing-statistics)
Its as we said at the start, you have to be trusted for someone to buy from you. Truer now than ever.
The 1st fundamental is that prospects and clients alike must trust the vendor (and that trust comes from proof as well as the relationship)
Here’s what I see.
Whether you are a business or a consumer.
In the post pandemic digital era, with concerns over suppliers, fears about genAI, reports of fake news, worries about sustainability and diversity across the supply chain.
We’re all a little more sceptical. We are more careful with our suppliers.
And in the last 2 years especially, thanks to global inflation, spending power and budgets have dropped B2B and B2C. Brands have to work harder and harder to maintain customer loyalty.
We want to be as sure as we can be. We want reassurances.
We want proof.
Prove to me you deserve my custom. Prove to me you meet my requirements as a vendor.
Show me where that’s true.
A couple of years ago I was very lucky to book a direct consultation with both the big analyst firms (Fartner and Gorrester) who provide consulting services among their many other facilities on messaging and brand stories, they offered some guidance based on some source material we supplied to them. I was running brand at the time for my employer.
Remember these people see the marketing blurb of thousands of organizations on a regular basis. They can see through most of what gets said.
Some really good conversations but in a nutshell they were quite clear, quite blunt, about messaging.
Here they are. Free advice. Great advice.
Three things became my checklist for good messaging. And if you look at number 2, it is plain as day.
Prove it. Provide evidence. Where have you done this before, who else agrees with you.
And its obvious if you think about it yourself. If you check reviews on a TV or a hotel or a restaurant, you might want to do the same for a massive corporate expenditure.
And that’s borne out, if you pardon the pun, by UK research agency Vanson Bourne. I asked them a similar question about what content matters most in the buying cycle and hey guess what, nearly half of all prospects double check against other client success.
No customer wins, no deal.
You will notice here I am citing evidence – from an industry survey – to prove to you that evidence is important. And you believe it right?
Here’s another one. More empirical market data to support my view. Its effective huh?
The content Marketing institute think that case studies are #1 asset for late stage leads for nearly half of all marketers.
Success breeds success, as the saying goes. People like to know they aren’t the first. They want proof. They want zero risk. Everyone wants to join a winning team.
Look at this guy – he’s delighted!
https://contentmarketinginstitute.com/wp-content/uploads/2018/10/2019_B2B_Research_Final.pdf
We also made sure we asked the customers their perspective of the meetings they went to and the impression they got of our customer marketing programs.
This was then value-add content we can then feed back into the promotional engine for the coming year.
These are real quotes from real customers who were simply engaged with in the right way.
That’s not their real faces by the way.
OK first up – replanting a few roots here, why customer marketing matters.
I think we can all agree it matters.
Show of hands, anyone think it doesn’t’ matter?
We wont do a show of hands for this, but ask yourself quietly. Is customer marketing correctly represented in the important marketing strategy meetings. Does it have a seat at the top table.
In organizations I was at, customer marketing was often relegated to being a subordinate task, it was never a primary consideration. And the budget reflected that. The challenge we talked about earlier just gets propagated each year.