This document provides an overview of relationship marketing strategies presented by Lisa Dennis, president of Knowledgence Associates. The presentation covers defining relationship marketing, understanding the anatomy of business relationships, relationship stages, engagement options, strategies for building relationships, tactics for executing strategies, and benchmarking relationship performance. The goal is to help organizations transform customer insights into knowledge that allows them to understand customers and build long-term relationships.
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Sales Methodologies - A quick guide to boosting success - realSociableDalia Asterbadi
The document discusses the top 6 sales methodologies used today: SPIN Selling, Conceptual Selling, SNAP Selling, Solution Selling, Customer Centric Selling, and Challenger Selling. It provides an overview of each methodology and tips for how to effectively utilize them. It also discusses how technology like realSociable can help salespeople implement the methodologies by providing business intelligence, maximizing online opportunities, and reducing administrative work to focus on relationships. The document advocates integrating technology with sales methodologies to create velocity while maintaining a relationship-driven approach.
The document provides guidance on developing a strategic marketing plan using an inbound marketing approach. It discusses leveraging existing marketing assets to attract and engage customers through relevant content. The plan involves setting goals based on understanding the target market, then creating messaging, choosing appropriate channels, and establishing a content schedule. It emphasizes tracking results, tweaking ineffective strategies, and growing efforts over time by recycling high-performing content across new channels. The goal is to attract and delight customers so they promote the business through word-of-mouth.
This document provides an overview of a firm that offers various financial services including mergers and acquisitions advisory, equity and debt capital raising, corporate restructuring, and strategic advisory services. The firm works with shareholders and companies to maximize value through deals such as acquisitions, mergers, and sell-side advisory. Services also include fairness opinions and valuations to help clients fulfill fiduciary duties, as well as corporate finance services to stabilize businesses and identify opportunities.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
No Apologies Consulting provides branding and marketing services to help businesses build powerful and sustainable brands. They specialize in developing brand strategies that reveal customer insights and create compelling brand stories. Their process involves defining the brand's strengths, researching the target customer, and presenting a plan to position the business for long-term growth. Alyson Grubard, the founder and president, has over 20 years of experience in strategic branding and marketing for consumer products.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
A Proven Marketing Strategy and Plan for Financial AdvisorsDavid Finley
This document outlines a five step marketing strategy and plan framework for financial advisors. The framework guides advisors through planning and organization, developing a competitive strategy by defining their niche and value proposition, establishing their brand identity, creating content for their marketing hub, and implementing a referral networking platform. The goal is to leverage both referral networking and content marketing tactics to build the advisor's authority and generate new business through word-of-mouth recommendations.
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Sales Methodologies - A quick guide to boosting success - realSociableDalia Asterbadi
The document discusses the top 6 sales methodologies used today: SPIN Selling, Conceptual Selling, SNAP Selling, Solution Selling, Customer Centric Selling, and Challenger Selling. It provides an overview of each methodology and tips for how to effectively utilize them. It also discusses how technology like realSociable can help salespeople implement the methodologies by providing business intelligence, maximizing online opportunities, and reducing administrative work to focus on relationships. The document advocates integrating technology with sales methodologies to create velocity while maintaining a relationship-driven approach.
The document provides guidance on developing a strategic marketing plan using an inbound marketing approach. It discusses leveraging existing marketing assets to attract and engage customers through relevant content. The plan involves setting goals based on understanding the target market, then creating messaging, choosing appropriate channels, and establishing a content schedule. It emphasizes tracking results, tweaking ineffective strategies, and growing efforts over time by recycling high-performing content across new channels. The goal is to attract and delight customers so they promote the business through word-of-mouth.
This document provides an overview of a firm that offers various financial services including mergers and acquisitions advisory, equity and debt capital raising, corporate restructuring, and strategic advisory services. The firm works with shareholders and companies to maximize value through deals such as acquisitions, mergers, and sell-side advisory. Services also include fairness opinions and valuations to help clients fulfill fiduciary duties, as well as corporate finance services to stabilize businesses and identify opportunities.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
No Apologies Consulting provides branding and marketing services to help businesses build powerful and sustainable brands. They specialize in developing brand strategies that reveal customer insights and create compelling brand stories. Their process involves defining the brand's strengths, researching the target customer, and presenting a plan to position the business for long-term growth. Alyson Grubard, the founder and president, has over 20 years of experience in strategic branding and marketing for consumer products.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
A Proven Marketing Strategy and Plan for Financial AdvisorsDavid Finley
This document outlines a five step marketing strategy and plan framework for financial advisors. The framework guides advisors through planning and organization, developing a competitive strategy by defining their niche and value proposition, establishing their brand identity, creating content for their marketing hub, and implementing a referral networking platform. The goal is to leverage both referral networking and content marketing tactics to build the advisor's authority and generate new business through word-of-mouth recommendations.
An overview of the research and best practices for PR firms to use in earning and keeping client relationships for the long term. Prepared for the Central Michigan Chapter of the Public Relations Society of America.
This document summarizes the services of a business advisory firm called Fund-House. They offer consulting, coaching, angel investments, and venture debt. Their main areas of focus are technology, healthcare, green space, and arts. They provide various advisory services including vision/brand development, logo design, pitch presentations, management mentoring, and marketing strategies. Their goal is to help build high-performance businesses through practical actions and strategies.
Accelerating Agency Growth - Intellectual Capital to Fuel GrowthJanet Vinci
How advertising agencies can demonstrate their differentiation by defining their Intellectual Capital. With IC agencies can create credibility and relevant content to engage the right growth prospects.
This document provides an overview of lead nurturing strategies for B2B marketers. It defines lead nurturing as building relationships with qualified prospects regardless of their readiness to purchase, with the goal of earning their business when they are ready. Most new leads are not yet sales-ready, so lead nurturing aims to maintain contact and provide relevant information to prospects throughout their buying journey. Done effectively, lead nurturing can increase sales opportunities and conversions compared to not nurturing leads. The guide offers basic and advanced nurturing tactics and worksheets to help marketers implement successful nurturing programs.
This document provides a template for writing a marketing action plan with the overall objectives of increasing sales, customers, or market share. It guides the user through analyzing their target customers and competitors, identifying strengths and weaknesses, setting business objectives, and creating a targeted marketing strategy and action plan. Key elements include understanding customer needs, how the product compares to competitors, determining target customer groups, the best ways to reach each group through different marketing channels, and setting measurable goals and deadlines to evaluate success over time.
Navis has over 12 years of experience in management positions, including strategic planning, project management, and people management. She holds a master's degree in management and is pursuing a doctorate in business administration. Her experience includes developing new brands, visual merchandising, digital marketing, and PR for over 30 brands in skincare, FMCG, and other industries. Recently she helped a multinational company develop a shopping community in Hong Kong projected to generate $100 million annually.
Leading Edge Magazine | Summer 2012 | SikichSikich LLP
This document provides advice on improving business plan execution by focusing on action over planning. It recommends developing short-term, nimble plans focused on 2-3 priority goals. Formal prioritization methods like the Pareto principle can help identify goals with the biggest impact. Precise execution is key and requires engaging managers through individual goal-setting and linking compensation to strategy achievement. Poor execution often stems from a lack of accountability, distractions pulling focus from the plan, and failure to cascade goals throughout the organization. Aligning corporate social responsibility efforts with business objectives can maximize their value by differentiating the brand and improving customer loyalty.
Full Capacity Marketing: Our Company - Our PassionCelina Shands
Full Capacity Marketing, Inc. is a marketing and communications firm focused on serving nonprofit and government organizations. They provide a range of services including logo design, cause campaigns, website and social media solutions, and market research to help increase organizational funding and awareness. FCM has been in business since 2003 and serves customers across federal, state, and local levels from headquarters in San Diego and an East Coast office in Washington, D.C.
Meetup 120: Marketing and Selling TechnologyLisa Denis
This presentation is from Silicon Halton Meetup 120: Marketing and Selling Technology, which took place on March 10, 2020. Learn from sales and marketing experts the stages of prospect development and the tactics and strategies to be considered at each stage. Marketing and Sales are the secret intelligence agency in your business!
Creating a marketing communications plan toolsDeborah Spector
A Creative Solutions & Innovations Tool Kit that describes the tools included in Creating a Marketing Communications Plan. Tools include: SWOT & SWOT Interplay, Positioning your NPO, Channels, POST Development Tool and Message Development Box.
Sherri Sklar Strategies provides expertise in growing revenue through optimizing all aspects of an organization that contribute to revenue generation. They have extensive knowledge of sales, marketing, and business development. Their strategies focus on opening new profitable demand sources, creating a customer-centric sales culture, and tapping into new revenue sources across an organization. Their services cover various areas including analysis and strategy, marketing innovation, sales enablement, lead generation, and social selling. They help companies analyze their revenue-generating operations, develop metrics-driven strategies, and create high-performance sales environments.
This document discusses creating effective offers and promotions for marketing campaigns. It outlines five steps to creating a great offer: 1) defining the goal, 2) selecting the right type of offer, 3) controlling the price, expiration and terms, 4) distributing and promoting the offer, and 5) analyzing results and follow-up. Various types of offers are described, including coupons, deals, and social media promotions. The document stresses controlling offer terms, generating profitable sales and new customer contacts from offers and promotions.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
The document provides an overview of marketing basics and strategies for small businesses. It discusses that effective marketing is critical for business survival and success. Key aspects of marketing include understanding customer needs, developing plans to meet those needs, maintaining a customer-focused approach, and engaging in ongoing customer prospecting and relationship-building activities. The document also provides numerous specific ideas and suggestions for small businesses to effectively market and promote their products or services.
This document discusses content marketing and provides strategies for creating helpful content. It begins by highlighting statistics that show the importance and growth of content marketing. However, it notes that not all content is relevant for buyers. The document then provides a five step checklist for creating successful content marketing: 1) understand buyers and their journey; 2) apply content to the buyer journey; 3) set goals; 4) define a content strategy; and 5) tell a good story. It emphasizes the importance of personalizing content for buyers and identifying information gaps. The document concludes by introducing the content marketing agency First Base and the services they provide.
The comparative analysis of robinsons place and sm mallChristian Bocalan
Robinsons Malls is one of the largest shopping mall operators in the Philippines owned by Chinese Filipino entrepreneur John Gokongwei, Jr. It has a strong market position with experienced business units and skilled workforce. However, it faces threats from increasing costs and external risks. Robinsons' marketing strategy is to engage customers and give them a sense of belonging by experiencing the malls. SM Malls is also a major player in the Philippine retail industry owned by Henry Sy, Sr. and Felicidad T. Sy. It has a large network of over 45 stores nationwide but lacks an online presence. Both malls generate most of their sales from merchandise and real estate but also rely on customers' materialism and social interactions
New Approaches To The Business-to-business Marketing Communication Nitin Bighane
This document discusses new approaches to business-to-business (B2B) marketing communications. It defines B2B marketing communications as tactics used to support sales and improve company profitability. A key concept is the decision-making unit (DMU), which is a group of professionals that make purchasing decisions more rationally for a business. Modern approaches aim communications at influencing individual DMU members through both personal and impersonal channels. Companies now use various channels, including social media, to engage customers and build their brand over the long term. The goal is integrated marketing communications delivering a coherent message across all channels.
This document provides an overview of planning for public relations work. It discusses the importance of planning in PR and how planning helps provide strategic justification for campaigns and ideas that are grounded in consumer insights. Effective planning requires researching the client's business, industry, consumers and competitors to develop insights. These insights then shape the strategy and ensure the work will be effective in achieving business and communications objectives. The document also differentiates between objectives, strategies and tactics in PR planning.
The document discusses different types of relationships between buyers and sellers, from transactional exchanges to strategic partnerships. It notes that partnerships require mutual trust, dependability, competence, open communication, common goals, and a commitment to mutual gain. Successful relationships also need organizational support through training, rewards, and technology. Relationships develop over time from awareness to commitment as investments are made in sharing information. Choosing the right partner depends on size, access to innovation, and managing the relationship for long-term benefit.
Venture Development - My Value PropositionWalter Adamson
The first secret of effectiveness is to understand the people with whom one works and on whom one depends and to make use of their strengths, their ways of working, their values.
I help emerging technology companies fully recognize their own value and help them substantially create more value and most importantly capture more value for their shareholders.
An overview of the research and best practices for PR firms to use in earning and keeping client relationships for the long term. Prepared for the Central Michigan Chapter of the Public Relations Society of America.
This document summarizes the services of a business advisory firm called Fund-House. They offer consulting, coaching, angel investments, and venture debt. Their main areas of focus are technology, healthcare, green space, and arts. They provide various advisory services including vision/brand development, logo design, pitch presentations, management mentoring, and marketing strategies. Their goal is to help build high-performance businesses through practical actions and strategies.
Accelerating Agency Growth - Intellectual Capital to Fuel GrowthJanet Vinci
How advertising agencies can demonstrate their differentiation by defining their Intellectual Capital. With IC agencies can create credibility and relevant content to engage the right growth prospects.
This document provides an overview of lead nurturing strategies for B2B marketers. It defines lead nurturing as building relationships with qualified prospects regardless of their readiness to purchase, with the goal of earning their business when they are ready. Most new leads are not yet sales-ready, so lead nurturing aims to maintain contact and provide relevant information to prospects throughout their buying journey. Done effectively, lead nurturing can increase sales opportunities and conversions compared to not nurturing leads. The guide offers basic and advanced nurturing tactics and worksheets to help marketers implement successful nurturing programs.
This document provides a template for writing a marketing action plan with the overall objectives of increasing sales, customers, or market share. It guides the user through analyzing their target customers and competitors, identifying strengths and weaknesses, setting business objectives, and creating a targeted marketing strategy and action plan. Key elements include understanding customer needs, how the product compares to competitors, determining target customer groups, the best ways to reach each group through different marketing channels, and setting measurable goals and deadlines to evaluate success over time.
Navis has over 12 years of experience in management positions, including strategic planning, project management, and people management. She holds a master's degree in management and is pursuing a doctorate in business administration. Her experience includes developing new brands, visual merchandising, digital marketing, and PR for over 30 brands in skincare, FMCG, and other industries. Recently she helped a multinational company develop a shopping community in Hong Kong projected to generate $100 million annually.
Leading Edge Magazine | Summer 2012 | SikichSikich LLP
This document provides advice on improving business plan execution by focusing on action over planning. It recommends developing short-term, nimble plans focused on 2-3 priority goals. Formal prioritization methods like the Pareto principle can help identify goals with the biggest impact. Precise execution is key and requires engaging managers through individual goal-setting and linking compensation to strategy achievement. Poor execution often stems from a lack of accountability, distractions pulling focus from the plan, and failure to cascade goals throughout the organization. Aligning corporate social responsibility efforts with business objectives can maximize their value by differentiating the brand and improving customer loyalty.
Full Capacity Marketing: Our Company - Our PassionCelina Shands
Full Capacity Marketing, Inc. is a marketing and communications firm focused on serving nonprofit and government organizations. They provide a range of services including logo design, cause campaigns, website and social media solutions, and market research to help increase organizational funding and awareness. FCM has been in business since 2003 and serves customers across federal, state, and local levels from headquarters in San Diego and an East Coast office in Washington, D.C.
Meetup 120: Marketing and Selling TechnologyLisa Denis
This presentation is from Silicon Halton Meetup 120: Marketing and Selling Technology, which took place on March 10, 2020. Learn from sales and marketing experts the stages of prospect development and the tactics and strategies to be considered at each stage. Marketing and Sales are the secret intelligence agency in your business!
Creating a marketing communications plan toolsDeborah Spector
A Creative Solutions & Innovations Tool Kit that describes the tools included in Creating a Marketing Communications Plan. Tools include: SWOT & SWOT Interplay, Positioning your NPO, Channels, POST Development Tool and Message Development Box.
Sherri Sklar Strategies provides expertise in growing revenue through optimizing all aspects of an organization that contribute to revenue generation. They have extensive knowledge of sales, marketing, and business development. Their strategies focus on opening new profitable demand sources, creating a customer-centric sales culture, and tapping into new revenue sources across an organization. Their services cover various areas including analysis and strategy, marketing innovation, sales enablement, lead generation, and social selling. They help companies analyze their revenue-generating operations, develop metrics-driven strategies, and create high-performance sales environments.
This document discusses creating effective offers and promotions for marketing campaigns. It outlines five steps to creating a great offer: 1) defining the goal, 2) selecting the right type of offer, 3) controlling the price, expiration and terms, 4) distributing and promoting the offer, and 5) analyzing results and follow-up. Various types of offers are described, including coupons, deals, and social media promotions. The document stresses controlling offer terms, generating profitable sales and new customer contacts from offers and promotions.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
The document provides an overview of marketing basics and strategies for small businesses. It discusses that effective marketing is critical for business survival and success. Key aspects of marketing include understanding customer needs, developing plans to meet those needs, maintaining a customer-focused approach, and engaging in ongoing customer prospecting and relationship-building activities. The document also provides numerous specific ideas and suggestions for small businesses to effectively market and promote their products or services.
This document discusses content marketing and provides strategies for creating helpful content. It begins by highlighting statistics that show the importance and growth of content marketing. However, it notes that not all content is relevant for buyers. The document then provides a five step checklist for creating successful content marketing: 1) understand buyers and their journey; 2) apply content to the buyer journey; 3) set goals; 4) define a content strategy; and 5) tell a good story. It emphasizes the importance of personalizing content for buyers and identifying information gaps. The document concludes by introducing the content marketing agency First Base and the services they provide.
The comparative analysis of robinsons place and sm mallChristian Bocalan
Robinsons Malls is one of the largest shopping mall operators in the Philippines owned by Chinese Filipino entrepreneur John Gokongwei, Jr. It has a strong market position with experienced business units and skilled workforce. However, it faces threats from increasing costs and external risks. Robinsons' marketing strategy is to engage customers and give them a sense of belonging by experiencing the malls. SM Malls is also a major player in the Philippine retail industry owned by Henry Sy, Sr. and Felicidad T. Sy. It has a large network of over 45 stores nationwide but lacks an online presence. Both malls generate most of their sales from merchandise and real estate but also rely on customers' materialism and social interactions
New Approaches To The Business-to-business Marketing Communication Nitin Bighane
This document discusses new approaches to business-to-business (B2B) marketing communications. It defines B2B marketing communications as tactics used to support sales and improve company profitability. A key concept is the decision-making unit (DMU), which is a group of professionals that make purchasing decisions more rationally for a business. Modern approaches aim communications at influencing individual DMU members through both personal and impersonal channels. Companies now use various channels, including social media, to engage customers and build their brand over the long term. The goal is integrated marketing communications delivering a coherent message across all channels.
This document provides an overview of planning for public relations work. It discusses the importance of planning in PR and how planning helps provide strategic justification for campaigns and ideas that are grounded in consumer insights. Effective planning requires researching the client's business, industry, consumers and competitors to develop insights. These insights then shape the strategy and ensure the work will be effective in achieving business and communications objectives. The document also differentiates between objectives, strategies and tactics in PR planning.
The document discusses different types of relationships between buyers and sellers, from transactional exchanges to strategic partnerships. It notes that partnerships require mutual trust, dependability, competence, open communication, common goals, and a commitment to mutual gain. Successful relationships also need organizational support through training, rewards, and technology. Relationships develop over time from awareness to commitment as investments are made in sharing information. Choosing the right partner depends on size, access to innovation, and managing the relationship for long-term benefit.
Venture Development - My Value PropositionWalter Adamson
The first secret of effectiveness is to understand the people with whom one works and on whom one depends and to make use of their strengths, their ways of working, their values.
I help emerging technology companies fully recognize their own value and help them substantially create more value and most importantly capture more value for their shareholders.
This document outlines a social media marketing strategy for a large recruitment company. It begins by defining the goals of growing business, clients, and revenue. It then discusses how the online landscape has changed and the importance of using social media strategically rather than just focusing on individual tools. The strategy involves defining objectives, tactics, and key performance indicators for positioning, relationships, influence, and accountability. It provides examples of tactics for different social media channels and outlines how success will be measured by metrics like return on investment and achieving the defined objectives.
Why Good Service isn’t Good Enough: Shift Your Mindset- Before They Shift The...Integrity Solutions
This document discusses the importance of shifting to a customer-focused mindset in sales. It identifies three common sales mindsets - transactional, product-focused, and customer-focused - and emphasizes cultivating the latter. The key to sales success is developing sales congruence by aligning one's view of selling, abilities, values, commitment to activities, and belief in the product in a customer-centric way. Achieving congruence releases achievement drive and motivation. The document provides tips for developing a positive view of selling and gauging one's current level of sales congruence.
Customer Relationship Management (CRM) involves developing long-term relationships with customers through open communication and feedback. CRM is based on understanding individual customer needs and providing customized products and services to increase trust and value. Effective CRM requires salespeople to understand customers, meet commitments, provide support, be honest, and build long-term relationships over different stages from initial interactions to long-term partnerships.
The document discusses customer relationship management (CRM) and provides several key points about CRM:
- CRM involves developing long-term, mutually beneficial relationships with strategically significant customers through open communication and feedback.
- Trust, value, understanding customer needs, honesty, and a long-term perspective are important determinants of CRM.
- Managing customer relationships involves initiating relationships, developing them over various stages, and enhancing relationships over time.
The document discusses customer relationship management (CRM). It defines CRM as developing long-term relationships with customers to deliver superior customer value and profit. CRM is a business philosophy based on understanding individual customer needs through open communication. The key determinants of successful CRM are trust and value. Salespeople play an important role in identifying customer needs, building relationships, and enhancing customer satisfaction over time from the initial relationship stage through to the long-term stage.
This document discusses measuring customer experience metrics and their ability to demonstrate return on investment. It provides an overview of various customer experience measurement approaches such as customer satisfaction indices, net promoter score, and customer advocacy/bonding. Customer advocacy/bonding measures both rational and emotional customer attitudes toward a brand as well as downstream communication behaviors. It is seen as a contemporary approach to understand customer loyalty and business performance. Experts agree that customer advocacy has the power to boost a company's reputation through unpaid customer marketing if advocates are mobilized, listened to, and engaged.
Relationship Selling Sales Guide for Manufacturing Firms.pdfSet2Close
The "Relationship Selling Sales Guide for Manufacturing Firms" is an indispensable eBook tailored for sales professionals in the manufacturing sector. This guide delves into the principles and practices of relationship selling, emphasizing the importance of building and maintaining strong, long-lasting customer relationships to drive sales success.
Key Features:
Understanding Relationship Selling: Gain insights into the core principles of relationship selling and why it's crucial for manufacturing firms.
Building Trust and Credibility: Learn strategies to establish trust and credibility with your clients, fostering loyalty and repeat business.
Effective Communication: Discover techniques for effective communication that resonate with your clients' needs and preferences.
Personalized Sales Approaches: Understand the value of personalized sales tactics that cater to the specific needs of each client.
Customer Retention Strategies: Explore methods to retain customers and reduce churn through exceptional service and continuous engagement.
Leveraging Technology: Learn how to use CRM tools and other technologies to enhance your relationship selling efforts.
Learn more: https://set2close.io
The document appears to be a presentation about challenges in modern sales and strategies for overcoming them. It discusses how customers have changed and are now busier, more self-educated, skeptical, and distrustful. It then recommends focusing on building attention, interest, trust, interaction and engagement with customers. Another key recommendation is following the "challenger sale" approach of teaching customers, tailoring the message, and taking control of the sales process. The presentation also discusses implementing a "pipeline development framework" with elements like defining an ideal customer profile, understanding the sales cycle, creating compelling messaging, and applying metrics.
This document discusses relationship marketing. Relationship marketing aims to establish long-term relationships with customers and other stakeholders through frequent, cooperative interactions. It emphasizes customer retention over new customer acquisition. The benefits of relationship marketing include increased customer loyalty and referrals, as well as customers who purchase more products and are less price sensitive. The document provides examples of relationship marketing best practices and techniques used by a successful financial services company, such as personalized customer service, communications, and appreciation events to build commitment and trust.
This document presents a summary of a talk given by Michael Lowenstein on revisiting the focus of customer research and linking customer behavior and brand perception to business outcomes. It discusses how customer advocacy research can provide insights to improve business metrics like revenue, market share, and customer retention. The document outlines Market Probe's advocacy framework which segments customers into advocates, allegiant, ambivalent and alienated groups based on their brand support and influence. It also shows how improving customer experiences can help shift more customers into the advocate category and positively impact key metrics.
This document outlines a presentation on influencing stakeholders in procurement. It discusses applying the success factors of sales professionals, such as empathy and focus, to procurement professionals. It also covers key concepts related to influence, like the seven types of power. Three models for influencing stakeholders are presented: a 5-step model of telling the impact, understanding challenges, sharing solutions, reminding of benefits, and gaining agreement; 7 tactics like rational persuasion and consultation; and a push/pull model of raising or lowering a stakeholder's status. Exercises are used to practice implementing these factors, concepts, and models for influencing stakeholders.
The Four Traits of Highly Successful Sales PeopleJ Mark Walker
The key factors that distinguish top salespeople are their attitudes, values, internal beliefs and traits like achievement drive. Top performers have developed goal clarity, achievement drive, emotional intelligence and social skills to a higher level than average or low performers. Achievement drive acts as a multiplier for other skills and cannot be taught directly, but can be released when a person's view of themselves, work and values are in congruence. Ethics and values contribute more to sales success than techniques, with integrity selling defined as identifying and fulfilling customer needs by creating value through mutual trust and understanding.
The document discusses several key topics related to customer relationships and marketing:
1) Customer relationships are central to sales, and maintaining long-term connections through various communications channels can turn customers into loyal patrons.
2) Understanding customer value chains and how a product/service meets customer needs is important for creating competitive advantage.
3) Managers must ensure resources are allocated fairly between sales and marketing teams so that goals can be achieved without conflict.
A guidebook for viable values-based businessesVancity
This document provides information about becoming a Living Wage Employer. It discusses the benefits of paying a living wage, such as improved employee performance, lower turnover, and stimulating consumer spending. Some key benefits outlined include demonstrating corporate social responsibility, increasing public recognition, and differentiating a business from its competitors. The steps to become a certified Living Wage Employer include assessing current employee wages, planning to implement any wage increases, and submitting and gaining approval for an implementation plan from the Living Wage for Families Campaign. Certification requires annual renewal by increasing wages to match the updated living wage rate each year.
The FleishmanHillard Authenticity Gap methodology measures the gap between stakeholder expectations of a company and their actual experiences. This allows companies to create true relationships with stakeholders through authentic engagement. FleishmanHillard believes authentic engagement only occurs when a company's actions match what it says about itself. Customers, employees, and legislators make decisions based on their beliefs and experiences rather than just a company's branding. FleishmanHillard helps companies understand and close gaps between their brand and reputation through proprietary research on nine drivers of authenticity.
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit DeckHeinz Marketing Inc
The document outlines strategies for building a predictable sales pipeline. It discusses how customer buying behaviors have changed and the need to adapt selling approaches. A framework is presented for pipeline development that involves understanding the target market and sales cycle, building an effective sales team, crafting compelling messaging, using multiple reach strategies, selecting enabling technologies, and applying metrics to measure success. A maturity model is also provided to assess a company's pipeline development capabilities.
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
The document provides guidance on using public relations (PR) effectively in marketing strategies. It emphasizes that PR is about building and maintaining goodwill with key stakeholders to influence opinions and behaviors. PR should be part of an integrated communications strategy to define consistent messages that address issues important to audiences and shift perceptions over time. Research is key to understanding audience needs and issues to develop effective, issues-driven PR campaigns.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
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Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
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With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Relationships & Profits
1. L I S A D E N N I S , P R E S I D E N T
Building Stronger
Relationships,
Building Stronger Profits
Workbook
Copyright 2015, Knowledgence Associates
2. Today’s Presenter
Lisa Dennis, President of
Knowledgence Associates, brings over
twenty-five years of marketing and sales to
client engagements. She has hands-on
experience with both the marketing and
selling of business-to-business and business-
to-consumer products and services.
The focus of Knowledgence Associates is the
transforming of marketing, sales, and
customer service information into customer
knowledge. That transformation enables
clients to truly “see the world through the
customers’ eyes.”
The firm’s consulting practice includes
marketing strategy, marketing campaign
design & execution, value proposition
development, relationship and partner
marketing, customer service assessment
programs, sales effectiveness assessments,
and sales & service training.
Copyright 2015, Knowledgence Associates
4. Agenda
Relationship
Marketing, Selling
Anatomy of a
business
relationship
Relationship
Stages
Engagement
Options
Strategies to Build
Tactics to Execute
Benchmarking &
Assessing
Copyright 2015, Knowledgence Associates
5. Relationship Marketing, Sales & Service
Definition: A set of strategies and processes that enables an organization to identify,
acquire, retain, and nurture profitable customers by building and maintaining long-term
relationships with them.
Activities aimed at:
• Building customer loyalty (winning and keeping customers)
• Providing value to all parties involved in the relationship
• Demonstrating customer knowledge and understanding
Key Aspects:
• Strategic approach
• Tactics aimed at 1-to-1, 1-to-few
• Process oriented and cross-functional
• Value-creating for buyer and seller
• Focus is building relationships over time
• Relationships can be differentiator in highly competitive markets
• Must have both qualitative & quantitative measures
Copyright 2015, Knowledgence Associates
6. Relationship Marketing, Sales & Service
What it is:
• Moving a target along the RM
continuum
• Relationship has define-able stages
• Marketers and sellers meet targets
“where they are”
• Blend-able with other marketing
and sales approaches
• Relies on internal partnership of
marketing and sales organization
What it isn’t:
• Transactional
• Short-term
• Stand-alone
• Marketing-only
• Sales-only
• Single campaign
• Not a replacement for other
marketing methods
Copyright 2015, Knowledgence Associates
7. Inventory of Relationship Development
Factor Meaning
Awareness Pre- exchange, recognition, no interaction
Exploration Testing period, search and trial activities, determine
compatibility
Expansion Increase in derived benefits, interdependence, risk taking,
testing & reaffirming perceptions
Commitment Achieved value, satisfaction, lower focus on alternatives
Dissolution Can occur at any stage in the relationship development process
Enhancers Communication, Cooperation, Conflict Resolution
Source: Inventory of Relationship Development, Dwyer, Shurr and OhCopyright 2015, Knowledgence Associates
8. P E R S O N A L I Z I N G A N E M A I L S E L D O M A
R E L A T I O N S H I P M A K E S .
Anatomy of a Business
Relationship
Copyright 2015, Knowledgence Associates
9. Real Business Relationships:
Factor Meaning
Bi-directional 2 way response, mutual awareness
Require behavior
changes
In tangible and intangible ways
Benefit both parties Value offsetting costs of participation
Interactive Exchange of information content
Changeable over time Iterative – leading to increased efficiency, convenience, comfort
Trust-based Both parties act in mutual interest
Ultimately Unique Real relationships are not 1-to-many or 1–to-few. So programs
have to feel 1-to-1 even no matter “how” you deliver them
Copyright 2015, Knowledgence Associates
10. Relationships are on a Continuum
- Discrete
- No history
- No defined future
- Limited communication
- Narrow content
- Every interaction is
“new”
- Connected
- Past transactions
- Future transactions
- Repeated, related
communication
- Broad content
- Interactions build over
time
Transactional
Collaborative
Copyright 2015, Knowledgence Associates
11. Effective Relationship Marketing/Selling
• Communicating with the
account / individual “where
they are”.
• Understanding how
needs/desires change as the
relationship stages change.
• Delivery of
marketing/sales/service
activities tailored to fit that
path.
• Assessing/knowing what stage
the account/individual is in
• Deciding the optimal mix of
marketing / sales / service
activities at stage (1 size does not
fit all)
• Executing the appropriate
activities based on stage and on
strategy (acquisition, or expand
the footprint, retention)
Requires:
Copyright 2015, Knowledgence Associates
12. F I R S T B A S E , S E C O N D B A S E , A N D T H I R D B A S E
S T I L L C O U N T !
Relationship Stages
Copyright 2015, Knowledgence Associates
13. Considerations for Selecting/Defining Stages
• Stages should reflect exterior reality,
not internal desire
• Buying cycle ≠ the relationship cycle
• Actual progression of a relationship
in your industry/sector
• Trusted advisor status ►►►
what are the stages of the buyer’s
experience to get there
• IMPACT - The language we use
to name and define each stage impacts
the application of appropriate
marketing strategy and tactics
for each stage
Relationship
Definitions
Stages
Copyright 2015, Knowledgence Associates
15. Relationship Stages - Definitions
Explorer Customer Collaborator Champion Co-Creator
Mutual awareness
Attraction
Pre-sale
Highly exploratory
Initial discovery
Potential needs
Expectations
Applicable expertise
Significant interaction
Validation of the
client's decision
Industry knowledge
Client knowledge
Customer satisfaction
Build Trust
Mutual goals realized
Intimate dealings
Mutual credibility
Increased Stability
Revenue Growth
Internal and external
introductions
References &
Testimonials
Relationship extends
Overt supporter
Willingness to
represent to
Other internal buyers,
External professional
network
Deeper loyalty
Collaboration
Significant trust
Aspirational in nature
Bigger than the sum
of individual
relationships
Embedded within
respective businesses
Cooperate at a highly
strategic level,
Driving mutual
innovation
Copyright 2015, Knowledgence Associates
16. Relationship Stages - Definitions
Explorer Customer Collaborator Champion Co-Creator
Mutual awareness
Attraction
Pre-sale
Highly exploratory
Initial discovery
Potential needs
Expectations
Applicable expertise
Significant interaction
Validation of the
client's decision
Industry knowledge
Client knowledge
Customer satisfaction
Build Trust
Mutual goals realized
Intimate dealings
Mutual credibility
Increased Stability
Revenue Growth
Internal and external
introductions
References &
Testimonials
Relationship extends
Overt supporter
Willingness to
represent to
Other internal buyers,
External professional
network
Deeper loyalty
Collaboration
Significant trust
Aspirational in nature
Bigger than the sum
of individual
relationships
Embedded within
respective businesses
Cooperate at a highly
strategic level,
Driving mutual
innovation
Copyright 2015, Knowledgence Associates
17. Relationship Stages - Definitions
Explorer Customer Collaborator Champion Co-Creator
Mutual awareness
Attraction
Pre-sale
Highly exploratory
Initial discovery
Potential needs
Expectations
Applicable expertise
Significant interaction
Validation of the
client's decision
Industry knowledge
Client knowledge
Customer satisfaction
Build Trust
Mutual goals realized
Intimate dealings
Mutual credibility
Increased Stability
Revenue Growth
Internal and external
introductions
References &
Testimonials
Relationship extends
Overt supporter
Willingness to
represent to
Other internal buyers,
External professional
network
Deeper loyalty
Collaboration
Significant trust
Aspirational in nature
Bigger than the sum
of individual
relationships
Embedded within
respective businesses
Cooperate at a highly
strategic level,
Driving mutual
innovation
Copyright 2015, Knowledgence Associates
18. Relationship Stages - Definitions
Explorer Customer Collaborator Champion Co-Creator
Mutual awareness
Attraction
Pre-sale
Highly exploratory
Initial discovery
Potential needs
Expectations
Applicable expertise
Significant interaction
Validation of the
client's decision
Industry knowledge
Client knowledge
Customer satisfaction
Build Trust
Mutual goals realized
Intimate dealings
Mutual credibility
Increased Stability
Revenue Growth
Internal and external
introductions
References &
Testimonials
Relationship extends
Overt supporter
Willingness to
represent to
Other internal buyers,
External professional
network
Deeper loyalty
Collaboration
Significant trust
Aspirational in nature
Bigger than the sum
of individual
relationships
Embedded within
respective businesses
Cooperate at a highly
strategic level,
Driving mutual
innovation
Copyright 2015, Knowledgence Associates
19. Relationship Stages - Definitions
Explorer Customer Collaborator Champion Co-Creator
Mutual awareness
Attraction
Pre-sale
Highly exploratory
Initial discovery
Potential needs
Expectations
Applicable expertise
Significant interaction
Validation of the
customer’s decision
Deeper industry
knowledge
Deeper customer
knowledge
Customer satisfaction
Build Trust
Mutual goals realized
Intimate dealings
Mutual credibility
Increased Stability
Revenue Growth
Internal and external
introductions
References &
Testimonials
Relationship extends
Overt supporter
Willingness to
represent to
Other internal buyers,
External professional
network
Deeper loyalty
Collaboration
Significant trust
Aspirational in nature
Bigger than the sum
of individual
relationships
Embedded within
respective businesses
Cooperate at a highly
strategic level,
Driving mutual
innovation
Copyright 2015, Knowledgence Associates
20. Y O U C A N ’ T M A N A G E
W H A T Y O U D O N ’ T M E A S U R E
Benchmarking & Assessing
Copyright 2015, Knowledgence Associates
21. Picking Your Targets
Which relationships in the account are worth the investment of
resources in tailored relationship marketing, selling and service?
Not all accounts need
(or deserve) RM
Remember, it’s a overlay
to existing sales, marketing
and service efforts
Consider role, recency, access to
budget, tenure in organization
Copyright 2015, Knowledgence Associates
22. Understanding Targets and Stages
- Who are the targets?
- Identified Accounts
- Existing individual customers
- Targeted new prospects
- What imperatives do they
have?
- What do they typically
respond to?
- What stage are they at?
Move them from a homogenous
group to like groupings of
relationships:
1. Select programs for the right
targets AT THE STAGE THEY
ARE IN.
2. Deliver a stream of marketing,
sales and service activities that
are stage appropriate and drive
the relationship forward to the
next stage.
Copyright 2015, Knowledgence Associates
24. Tracking the Relationship
RELATIONSHIP
MARKETING &
SALES ACTIVITY
RESULTS OCCUR
OVER TIME.
After benchmark,
need to reassess on
a periodic basis –
quarterly or bi-
annually.
Way to gauge how
your RM activities
are moving the
needle on the state
of the relationship.
PATIENCE IS KEY!!
Copyright 2015, Knowledgence Associates
25. D O N ’ T A S S U M E T H A T I W A N T T O D O
W H A T Y O U W A N T T O D O .
Engagement Options
Copyright 2015, Knowledgence Associates
26. Key ‘Relationship’ Questions to Ask
Team/Peer Who else in the organization does the targeted relationship plug into?
Rep/
Individual
New sales rep? Or new player in the account, or both? What can be
leveraged or captured from previous connections/relationships?
Interaction How is the function interacting with other functions in the
organization? Where do departments have to play together?
Level What does the level of conversation need to be at each stage for this
target?
Value What relevant role value statements need to be communicated by stage
with this target?
Decision
Role
What role do they play in the decision making process that may impact
messaging and approach?
Copyright 2015, Knowledgence Associates
27. Engagement Types
Relationship
Marketing , Sales
& Service
One-to-One
One- to-Few
Peer-to-Peer
External Influencer
Brand, Field, Corporate
Marketing:
One-to-Many
Consider how your target
typically engages – and
make informed choices
on the approach and the
messages they want to
hear.
Copyright 2015, Knowledgence Associates
28. W I T H O U T A P L A N , A N Y R O A D
M I G H T G E T Y O U T H E R E …
O R I T M I G H T N O T .
Strategies to Build
Copyright 2015, Knowledgence Associates
29. Building Relationships isn’t Easy
Barriers are inherent in the
furthering of any business
relationship
Understand what the barriers
are in your market or segment
Take a look at any specific
barriers by title or role
Factor this into the selection of
strategies you will apply to this
target
How will I overcome or
leverage the barrier?
Copyright 2015, Knowledgence Associates
30. Consider Potential Barriers
BARRIER Description
C-Level Hard to engage. Work gets done below the C-Level. Key challenge to get regular access to
these people.
Finance Bi-directional relationship: Process (signature authority over others); and Commercial
(possible opportunity in Finance).Also – have strong external consulting relationships
that they go to for IT input
Operations Bi-directional relationship: Process (signature authority or input over others);
Commercial – (possible opportunity in Operations).
Account
vs.
Individual
Need to look at the relationship stages of both the overall account and the individuals.
May not be at the same stage.
Leverage
changes
New role within the same organization or moving to different department or division –
difficult to leverage relationship in context of this type of change.
Copyright 2015, Knowledgence Associates
34. Create a “Flow” of Tactics
Copyright 2015, Knowledgence Associates
35. R E L A T I O N S H I P S T A K E W O R K .
B U I L D I N G T A K E S T I M E .
S T R O N G R E L A T I O N S H I P S = P R O F I T S
Getting Started
Copyright 2015, Knowledgence Associates
37. S T A Y T U N E D F O R A N O F F E R !
Questions?
Copyright 2015, Knowledgence Associates
38. Knowledgence Offer
360 Degrees of the Customer
Strategies & Tactics for Marketing,
Sales and Service
By Lisa Dennis, Charles Dennis and Lori
Richardson
Marketing, Sales and Customer Service are three disciplines
that all overlap at the same point: the customer. All
customer touch points should be integrated with each
other, a theory that makes perfect sense in the abstract, but
is hard to do in the reality. Presents strategies & tactics to
keep the customer promise.
Price: $20.00 plus shipping
Available
Today
http://www.knowledgence.com/Ondemand.htm
Copyright 2015, Knowledgence Associates
Editor's Notes
Key nuances to pay attention to as we work through this process:
The view of the relationship we need to keep in mind is prospect / customer
Challenge is managing the view from here, and balancing it so it doesn’t end up being mostly about us
Strategy is important – tactics follow and lock with the RM strategy
So we are we ultimately trying to build with these accounts and individuals?
satisfaction/experience, service quality, and communication, trust, loyalty, commitment
That means that we have to recognize “where they are” i.e. what stage are they in – in our mutual relationship?
We as marketers and sellers can set the stage and participate in that journey by tailoring our strategies & tactics
to fit the relationship stage the prospect/customer is in, and earn their trust and commitment to move into the next stage.
Everyone we deal with is at a different stage – and we need to think about the groupings of prospects and clients in each
Relationship stage – and be able to address a 1—to-few approach by stage.
The basis of relationship marketing really started with research that defined the building blocks or a relationship.
The key aspect of them as a whole is the b-directional nature of all of them. If you continue to participate, but the other part falters or stops,
It can get stuck or frozen. We may keep communicating –hoping it will pass – but once the exchange slows or stops, the relationship
Dissolves = unless we can work it back.
Continuing to communicate with someone in the same cadence or vein when they have stopped is not a relationship enhancing move.
So we need to refocus on the ”enhancers”. Use these areas can actually strengthen the original relationship to a better state than before.
I’d add 2 more” Paying attention” and “Acknowledging the state” – even if you’re not in the state I want you in.
Built on both past behavior and future promises
Orientation we need to have:
Relationships are not 1 sided – seems obvious but many organizations view a relationship with a prospect when it doesn’t yet exist.
Even after a purchase, there are nuances to a relationship – running the gamut from pure transactional (low or no relationship beyond the actual purchase), to highly
Collaborative, iterative, built over time – to get to “trusted advisor”.
Becoming a trusted advisor in a real business relationship is just not about being the expert – it’s not even all about being a trusted advisor for others (though it helps).
It’s about bringing to bear all of that to earn the status and for the customer to come to you expecting and participating that level of interaction.
How we communicate with people along the continuum of these stages matters – and there are vast differences in what is appropriate and effective along the way.
So we’re going to work through what is most appropriate for this sector and industry – and define the stages such that we can match them to the targeted accounts we want
to build and grow the relationship to drive revenue over time.
In particular –it’s important to understand that at the far right – collaborative state – all the communications and interactions are connected – like pieces of a quilt – to build the whole
Relationship. That means that from day to day – that relationship and its status may ebb and flow. It’s a combination of all the positive, challenging, problems, resolutions, and insights,
Recommitments that go with any relationship. So it isn’t static. Once you get to the end stage – you still have to monitor and work it.
The mantra of communication with targets “where they are” is an informing concept.
You can’t move me, as a prospect, to D unless you know where I am starting? Am I at A or C?
Your actions cue me to your understanding of me. If I’m at C – and you starting aiming A communication and behaviors
At me – that tells me something.
So we’re talking about “Pathing” of communications/content/interactions along the stages of the relationship to draw
The target in – motivate them to participate (and I’m more likely to participate if you meet where I am, than force me to
Come to where you want me to be).
Starting point? Determining what stage the target(s) are in. Of my prioritized accounts for this quarter – where do each of them sit
By stage?
First step we need to take is do define the stages for our relationship marketing program.
Important to make sure that we use what fits for your targets – and now they interact with your company.
So let’s look at and discuss some options.
Then we can decide together what works to build our own relationship lifecycle.
An interesting question might be “Can we get targets to skip forward to a stage?”
Do we have to take them through all the stages, one after the other?
If we have no relationship at all to start – then the answer is yes.
If the organization has a relationship with a peer of mine – but I do not – the urge to move me along
More quickly is there. But I still have to cover all the stages. The time the target spends in each
Stage may be shorter – but that depends on peer assistance, and the status of the account relationship.
Again – an assessment that needs to be made up front in order to select the best mix of strategy and tactics.