Alterian May 2009 Webinar - From Planning To Execution Presented By Market Sp...Alterian
This document outlines the key points from a presentation on establishing efficient marketing operations. It discusses the strategic advantage that efficient operations can provide, including enabling organizations to compete more effectively with limited resources. Common issues facing CMOs are also examined, such as demonstrating marketing ROI. Research findings show marketing operations capabilities are linked to higher growth and effectiveness. The presentation provides ideas for measurement, governance models, and technology strategies to improve operations. Attendees are encouraged to establish efficiency as a first step to gaining a competitive advantage.
Marketing strategy is different from marketing tactics. You have to know where you want to go and you have to know what it looks like when you get there. Market research and analysis plays a vital roll in marketing strategy. The information collected aids in making the correct product, competitive, and pricing decisions while minimizing your risk of expensive incorrect decisions.
How to guide - selecting an organizational structure for marketingDemand Metric
Does your marketing department have a solid infrastructure? Do all of your company’s marketing professionals understand their role/function in the organization? Is the chain of command easily understood or only loosely communicated to marketing staff?
Organizational (org) structures provide a framework within a company that ensures all employees are aware of their role and how they fit into the ecosystem of the business. Org structures present themselves on a spectrum anywhere from a traditional, top-down approach to more collaborative, flexible approaches. Org structures vary by company size, industry and business needs. Ideally, each company will create its structure based on their specific requirements and continue to update the org structure as changes occur, both internally and externally.
As marketing departments become more complex, with new technologies and initiatives appearing all the time, it is important that Marketing builds and maintains an org structure that will enhance their current and future plans.
This How-To Guide was designed to help you understand what the common org charts look like, the pros and cons of each structure and how to select the best org structure for your company.
- See more at: http://www.demandmetric.com/content/selecting-org-structure-marketing
The document discusses various topics related to marketing organisation and control, including types of marketing organisation structures like line and staff organisation, product-oriented organisation, and territory-oriented organisation. It also discusses factors affecting marketing organisations, relationship between line and staff functions, annual plan control, profitability control, strategic control, and online marketing.
Marketing Organization, Implementation and ControlAjwa Mart
The document discusses organizational structures and product management for global marketing. It describes three types of organizational structures - little or no formal organization, international division structure, and global organizational structure. The global structure can be organized by product or geographic area. Product management involves planning, forecasting, and marketing products internationally. Key product characteristics for global marketing include durability, meeting customer requirements, environmental impact, innovation, uniqueness, functionality, culture/context, packaging, and design. Companies must effectively manage their brand portfolio which includes all trademarks applied to products and services.
The document provides an overview of Shawn Loudenback's background and expertise in business development, sales, marketing, and strategic planning. It then discusses Shawn's approach to strategic development, including analyzing customers, competitors, the market, and a company's internal and external environments. The document also outlines Shawn's TOPSales methodology, which focuses on targeted offerings, optimized tools and processes, performance management, and sales force deployment. Finally, it discusses best practices for setting sales quotas and sales processes.
Automating the joint marketing planning process between marketers and channel partners can streamline the process and improve ROI. By automating the planning, review, approval and reimbursement steps, marketers can involve more partners in joint planning with less effort. This standardized digital process makes planning easier for partners and provides marketers with better insight into channel performance and ROI across partner plans.
Bruce Wirt is a passionate speaker that is able to connect with audiences of varying demographics by way of energy and enthusiasm, carrying almost 20 years of telecommunications experience, holding various management and Senior Level positions across the industry. Bruce’s expertise is in building and growing sales distribution channels, maximizing productivity minimal overhead. During his tenure at NetCarrier, Wirt has achieved exponential sales growth, seeing annual revenues nearly triple during the seven year period. Notable accomplishments during that span include retaining more than 85% of the acquired customer base following the acquisition of SniP Communications’ assets in 2010, the successful creation and launch of NetCarrier’s unique VAR program, and most recently leading the expansion of NetCarrier from a regional CLEC into a national solutions provider. Today, Bruce is the Vice President of Channel Sales at Telesystem, carrying the task of growing the midwestern cable and fiber provider into a national powerhouse. Wirt’s channel sales philosophy is consistent and unwavering. He has been outspoken about active engagement in the channel, carriers and master agents abandoning smaller partners over failed revenue commitments, and the need for the master agent community to focus on partner education to prevent further commoditization of the telecommunications industry.
Alterian May 2009 Webinar - From Planning To Execution Presented By Market Sp...Alterian
This document outlines the key points from a presentation on establishing efficient marketing operations. It discusses the strategic advantage that efficient operations can provide, including enabling organizations to compete more effectively with limited resources. Common issues facing CMOs are also examined, such as demonstrating marketing ROI. Research findings show marketing operations capabilities are linked to higher growth and effectiveness. The presentation provides ideas for measurement, governance models, and technology strategies to improve operations. Attendees are encouraged to establish efficiency as a first step to gaining a competitive advantage.
Marketing strategy is different from marketing tactics. You have to know where you want to go and you have to know what it looks like when you get there. Market research and analysis plays a vital roll in marketing strategy. The information collected aids in making the correct product, competitive, and pricing decisions while minimizing your risk of expensive incorrect decisions.
How to guide - selecting an organizational structure for marketingDemand Metric
Does your marketing department have a solid infrastructure? Do all of your company’s marketing professionals understand their role/function in the organization? Is the chain of command easily understood or only loosely communicated to marketing staff?
Organizational (org) structures provide a framework within a company that ensures all employees are aware of their role and how they fit into the ecosystem of the business. Org structures present themselves on a spectrum anywhere from a traditional, top-down approach to more collaborative, flexible approaches. Org structures vary by company size, industry and business needs. Ideally, each company will create its structure based on their specific requirements and continue to update the org structure as changes occur, both internally and externally.
As marketing departments become more complex, with new technologies and initiatives appearing all the time, it is important that Marketing builds and maintains an org structure that will enhance their current and future plans.
This How-To Guide was designed to help you understand what the common org charts look like, the pros and cons of each structure and how to select the best org structure for your company.
- See more at: http://www.demandmetric.com/content/selecting-org-structure-marketing
The document discusses various topics related to marketing organisation and control, including types of marketing organisation structures like line and staff organisation, product-oriented organisation, and territory-oriented organisation. It also discusses factors affecting marketing organisations, relationship between line and staff functions, annual plan control, profitability control, strategic control, and online marketing.
Marketing Organization, Implementation and ControlAjwa Mart
The document discusses organizational structures and product management for global marketing. It describes three types of organizational structures - little or no formal organization, international division structure, and global organizational structure. The global structure can be organized by product or geographic area. Product management involves planning, forecasting, and marketing products internationally. Key product characteristics for global marketing include durability, meeting customer requirements, environmental impact, innovation, uniqueness, functionality, culture/context, packaging, and design. Companies must effectively manage their brand portfolio which includes all trademarks applied to products and services.
The document provides an overview of Shawn Loudenback's background and expertise in business development, sales, marketing, and strategic planning. It then discusses Shawn's approach to strategic development, including analyzing customers, competitors, the market, and a company's internal and external environments. The document also outlines Shawn's TOPSales methodology, which focuses on targeted offerings, optimized tools and processes, performance management, and sales force deployment. Finally, it discusses best practices for setting sales quotas and sales processes.
Automating the joint marketing planning process between marketers and channel partners can streamline the process and improve ROI. By automating the planning, review, approval and reimbursement steps, marketers can involve more partners in joint planning with less effort. This standardized digital process makes planning easier for partners and provides marketers with better insight into channel performance and ROI across partner plans.
Bruce Wirt is a passionate speaker that is able to connect with audiences of varying demographics by way of energy and enthusiasm, carrying almost 20 years of telecommunications experience, holding various management and Senior Level positions across the industry. Bruce’s expertise is in building and growing sales distribution channels, maximizing productivity minimal overhead. During his tenure at NetCarrier, Wirt has achieved exponential sales growth, seeing annual revenues nearly triple during the seven year period. Notable accomplishments during that span include retaining more than 85% of the acquired customer base following the acquisition of SniP Communications’ assets in 2010, the successful creation and launch of NetCarrier’s unique VAR program, and most recently leading the expansion of NetCarrier from a regional CLEC into a national solutions provider. Today, Bruce is the Vice President of Channel Sales at Telesystem, carrying the task of growing the midwestern cable and fiber provider into a national powerhouse. Wirt’s channel sales philosophy is consistent and unwavering. He has been outspoken about active engagement in the channel, carriers and master agents abandoning smaller partners over failed revenue commitments, and the need for the master agent community to focus on partner education to prevent further commoditization of the telecommunications industry.
The document discusses best practices for developing a world-class sales team. It identifies 5 key factors: sales leadership, alignment of strategy/processes/metrics, talent acquisition and development, optimizing sales processes, and continuous learning. Effective sales leaders coach individual team members, articulate a vision, and recognize achievements. Processes must support strategy and have clear owners and metrics. Talent is the most important asset - the best leaders hire and develop extraordinary people. Processes should standardize best practices while eliminating bureaucracy. Continuous learning ensures teams have product and skills mastery.
Yaqoob Yousif is a regional aftermarket sales manager for Atlas Copco in the Middle East with over 7 years of experience in sales, marketing, business development and management. He has consistently achieved sales targets and has expertise in relationship building, strategic planning, and account management. Yousif is seeking a head of sales position and has a background in marketing support, sales management, and business development.
Distribution plays a key role within the marketing mix, and the key to success is its successful integration within the mix, ensuring that customers get their products at the right place and at the right time. If the product cannot reach its chosen destination at the appropriate time, then it can erode competitive advantage and customer retention. The purpose of this paper is to explore the best distribution strategy and other factors that help the organization meet customer expectations in respect of delivery and service promises the organization might make.
This document provides an overview of Demand Metric Research Corp.'s Executive Marketing Advisory Membership. It outlines Demand Metric's core beliefs in giving marketers the tools and expertise needed to prove marketing value. Members receive access to Demand Metric's research, tools, training courses, online community, and advisory services from a team of research directors with expertise in areas like strategy, technology, demand generation and more. The membership is designed to help marketing teams complete projects faster, boost their influence within their organization, and justify resources needed.
The document outlines the strategic marketing planning process and key tools. It discusses the 4 phases of planning: 1) goal setting which includes vision, mission and objectives, 2) situation analysis using tools like SWOT, segmentation and market analysis, 3) strategy formation applying models like BCG matrix to develop objectives and strategies, 4) resource allocation and implementation with budgets, metrics and review processes. Examples are provided for an automotive company to illustrate the application of these concepts and tools to develop an effective strategic marketing plan.
Laurus is a business consulting firm that assists IT vendors in selling more effectively in Asia Pacific. Their mission is to enable growth strategies for clients. Their vision is to help clients achieve leadership status in Asia Pacific and be the trusted partner of choice. They offer strategy planning, plan execution, and managed representation to assess markets, create business plans, recruit partners, provide sales support, and represent clients in the region.
Riskpro is an organization providing risk management consulting services across India through offices in major cities. It is managed by experienced professionals with over 200 years of cumulative experience. Riskpro aims to provide integrated risk management solutions to mid-large sized companies and be the preferred provider of governance, risk, and compliance solutions. It offers quality advisory services at competitive prices compared to large consulting firms. Riskpro's focus is on risk management and it has expertise across various industries and capabilities to take on large, complex projects.
The document summarizes several sales roles for different companies. It provides job descriptions for positions including a Product Specialist, Senior Account Executive, Regional Director, and Trade-In Marketplace Product Specialist. For each role, it outlines key responsibilities like generating new business, developing client relationships, meeting sales goals, and qualifications like experience, communication skills, and industry knowledge.
This document discusses the importance of setting SMART sales objectives and the process for doing so. It outlines quantitative factors to consider like sales trends, market size, and budget/profit. Qualitative factors include economic conditions, competition, and organizational personality. The process involves setting individual objectives using macro, micro, and expense-plus approaches, reconciling them, and adjusting based on qualitative factors. The objectives should be specific, measurable, achievable, realistic, and time-bound to help achieve overall corporate and divisional goals.
Linx portfolio highlights and capabilities feb 2013scottlinx
This document provides a summary of creative portfolio highlights and capabilities from Linx Communications. It showcases examples of their work across various marketing disciplines including branding, websites, email campaigns, direct mail, social media, collateral, and advertising. It also outlines their vision, model, methodology, and strategic tools/frameworks for developing customized marketing programs centered around market-focused business strategies.
Raed M. Abu Omar is seeking a senior management position, preferably as a general manager or sales director, in the FMCG sector. He has over 20 years of experience in sales and marketing roles for companies like Reckitt Benckiser and Nestle. Currently, he is the Country Manager for Reckitt Benckiser in Jordan and Palestine, where he leads business operations and has achieved double-digit growth.
The document discusses channel optimization and partnerships. It provides advice on how to build an effective channel model and strategy, find and qualify new channel opportunities, and optimize an existing partner base. It outlines common challenges vendors and partners face, and offers Channel Optimization Partners' services to help with areas like competitive analysis, channel program development, demand generation, and training. Their services aim to help drive sales through faster partner enablement, reduce costs, and increase partner value.
This document discusses key aspects of sales management including sales information systems, planning, forecasting, and budgeting. It focuses on using data from information systems like data warehouses and data mining to answer important sales questions and inform planning. Sales forecasting involves macro and micro approaches to predict future sales based on past data and customer insights. Sales budgets are developed based on forecasts and allocate resources to achieve sales targets through selling expenses and administrative costs.
Oracle's Siebel Marketing Resource Management (MRM) is a complete solution that allows companies to plan, budget, execute, and measure global marketing efforts. It provides key features such as automating marketing processes, improving budgeting and planning, gaining visibility into spending and performance, and aligning spending with corporate objectives. Siebel MRM streamlines processes and efficient management across the entire marketing lifecycle.
Marketing Campaign Management & Execution Process Final SubmissionPoonam Gupta
This document discusses a marketing campaign management process and tool that was developed to address several requirements. The tool integrates data from multiple sources, automates processes, enables scoring and profiling, tracks performance, and provides reporting and analytics. It establishes a framework for campaign planners to set targets, gauge return on investment, and ensure budget fulfillment. The tool utilizes past campaign performance to develop "yield curves" that help predict campaign phasing and outlook over multiple quarters. This provides a more scientific approach than relying solely on intuition.
b2b lead generation and appointment setting servicesFunnL
B2B lead generation and appointment setting services are specialized solutions aimed at identifying potential business customers and scheduling sales meetings for B2B companies. These services use a combination of strategies, including email outreach, social media engagement, content marketing, and cold calling, to attract and nurture leads. The primary goal is to fill the sales pipeline with high-quality prospects that match the company's ideal customer profile.
By outsourcing these tasks to experts, businesses can focus on closing deals and servicing clients, rather than spending valuable time on prospecting. These services are particularly beneficial for companies looking to expand their market reach, enter new industries, or scale their sales operations efficiently.
Effective B2B lead generation and appointment setting involve thorough research to personalize approaches, timely follow-ups to keep potential clients engaged, and a deep understanding of the target market's pain points and needs. This approach not only ensures a steady flow of qualified leads but also sets the stage for successful sales meetings, ultimately leading to higher conversion rates and business growth.
Channel Checklist for Vendor Channel/Partner Managersharwelll
The document discusses various topics related to developing and managing effective channel programs, including:
1) Correct partner selection and recruitment is crucial to choose partners that have the desired skills and target the right customer markets.
2) Channel optimization involves analyzing existing partners to determine which are truly performing and which are diluting efforts.
3) Developing a channel strategy requires clarifying goals, assessing competitiveness, and establishing action plans.
This document provides a checklist for organizations to use when evaluating if they need marketing automation and when selecting a marketing automation platform. It outlines key benefits like increasing efficiency, intelligence, reach, and sales-marketing alignment. The top drivers for pursuing marketing automation are listed as the need for sales/marketing reports and ROI analysis, simplifying campaign management, and managing lead generation and transfer to sales. The checklist then covers important capabilities for organizations to consider, such as system integration, content management, dynamic databases, lead scoring/nurturing, email/website features, and implementation/cost factors. The goal is to help organizations determine their objectives, compare vendor solutions, and select the best marketing automation fit.
Marketing Operations to-date has focused primarily on marketing automation, return on marketing investment, and work flow management. Here's how to take it to the next level, with much stronger impact on all of Marketing's stakeholders internally and externally.
The document discusses best practices for developing a world-class sales team. It identifies 5 key factors: sales leadership, alignment of strategy/processes/metrics, talent acquisition and development, optimizing sales processes, and continuous learning. Effective sales leaders coach individual team members, articulate a vision, and recognize achievements. Processes must support strategy and have clear owners and metrics. Talent is the most important asset - the best leaders hire and develop extraordinary people. Processes should standardize best practices while eliminating bureaucracy. Continuous learning ensures teams have product and skills mastery.
Yaqoob Yousif is a regional aftermarket sales manager for Atlas Copco in the Middle East with over 7 years of experience in sales, marketing, business development and management. He has consistently achieved sales targets and has expertise in relationship building, strategic planning, and account management. Yousif is seeking a head of sales position and has a background in marketing support, sales management, and business development.
Distribution plays a key role within the marketing mix, and the key to success is its successful integration within the mix, ensuring that customers get their products at the right place and at the right time. If the product cannot reach its chosen destination at the appropriate time, then it can erode competitive advantage and customer retention. The purpose of this paper is to explore the best distribution strategy and other factors that help the organization meet customer expectations in respect of delivery and service promises the organization might make.
This document provides an overview of Demand Metric Research Corp.'s Executive Marketing Advisory Membership. It outlines Demand Metric's core beliefs in giving marketers the tools and expertise needed to prove marketing value. Members receive access to Demand Metric's research, tools, training courses, online community, and advisory services from a team of research directors with expertise in areas like strategy, technology, demand generation and more. The membership is designed to help marketing teams complete projects faster, boost their influence within their organization, and justify resources needed.
The document outlines the strategic marketing planning process and key tools. It discusses the 4 phases of planning: 1) goal setting which includes vision, mission and objectives, 2) situation analysis using tools like SWOT, segmentation and market analysis, 3) strategy formation applying models like BCG matrix to develop objectives and strategies, 4) resource allocation and implementation with budgets, metrics and review processes. Examples are provided for an automotive company to illustrate the application of these concepts and tools to develop an effective strategic marketing plan.
Laurus is a business consulting firm that assists IT vendors in selling more effectively in Asia Pacific. Their mission is to enable growth strategies for clients. Their vision is to help clients achieve leadership status in Asia Pacific and be the trusted partner of choice. They offer strategy planning, plan execution, and managed representation to assess markets, create business plans, recruit partners, provide sales support, and represent clients in the region.
Riskpro is an organization providing risk management consulting services across India through offices in major cities. It is managed by experienced professionals with over 200 years of cumulative experience. Riskpro aims to provide integrated risk management solutions to mid-large sized companies and be the preferred provider of governance, risk, and compliance solutions. It offers quality advisory services at competitive prices compared to large consulting firms. Riskpro's focus is on risk management and it has expertise across various industries and capabilities to take on large, complex projects.
The document summarizes several sales roles for different companies. It provides job descriptions for positions including a Product Specialist, Senior Account Executive, Regional Director, and Trade-In Marketplace Product Specialist. For each role, it outlines key responsibilities like generating new business, developing client relationships, meeting sales goals, and qualifications like experience, communication skills, and industry knowledge.
This document discusses the importance of setting SMART sales objectives and the process for doing so. It outlines quantitative factors to consider like sales trends, market size, and budget/profit. Qualitative factors include economic conditions, competition, and organizational personality. The process involves setting individual objectives using macro, micro, and expense-plus approaches, reconciling them, and adjusting based on qualitative factors. The objectives should be specific, measurable, achievable, realistic, and time-bound to help achieve overall corporate and divisional goals.
Linx portfolio highlights and capabilities feb 2013scottlinx
This document provides a summary of creative portfolio highlights and capabilities from Linx Communications. It showcases examples of their work across various marketing disciplines including branding, websites, email campaigns, direct mail, social media, collateral, and advertising. It also outlines their vision, model, methodology, and strategic tools/frameworks for developing customized marketing programs centered around market-focused business strategies.
Raed M. Abu Omar is seeking a senior management position, preferably as a general manager or sales director, in the FMCG sector. He has over 20 years of experience in sales and marketing roles for companies like Reckitt Benckiser and Nestle. Currently, he is the Country Manager for Reckitt Benckiser in Jordan and Palestine, where he leads business operations and has achieved double-digit growth.
The document discusses channel optimization and partnerships. It provides advice on how to build an effective channel model and strategy, find and qualify new channel opportunities, and optimize an existing partner base. It outlines common challenges vendors and partners face, and offers Channel Optimization Partners' services to help with areas like competitive analysis, channel program development, demand generation, and training. Their services aim to help drive sales through faster partner enablement, reduce costs, and increase partner value.
This document discusses key aspects of sales management including sales information systems, planning, forecasting, and budgeting. It focuses on using data from information systems like data warehouses and data mining to answer important sales questions and inform planning. Sales forecasting involves macro and micro approaches to predict future sales based on past data and customer insights. Sales budgets are developed based on forecasts and allocate resources to achieve sales targets through selling expenses and administrative costs.
Oracle's Siebel Marketing Resource Management (MRM) is a complete solution that allows companies to plan, budget, execute, and measure global marketing efforts. It provides key features such as automating marketing processes, improving budgeting and planning, gaining visibility into spending and performance, and aligning spending with corporate objectives. Siebel MRM streamlines processes and efficient management across the entire marketing lifecycle.
Marketing Campaign Management & Execution Process Final SubmissionPoonam Gupta
This document discusses a marketing campaign management process and tool that was developed to address several requirements. The tool integrates data from multiple sources, automates processes, enables scoring and profiling, tracks performance, and provides reporting and analytics. It establishes a framework for campaign planners to set targets, gauge return on investment, and ensure budget fulfillment. The tool utilizes past campaign performance to develop "yield curves" that help predict campaign phasing and outlook over multiple quarters. This provides a more scientific approach than relying solely on intuition.
b2b lead generation and appointment setting servicesFunnL
B2B lead generation and appointment setting services are specialized solutions aimed at identifying potential business customers and scheduling sales meetings for B2B companies. These services use a combination of strategies, including email outreach, social media engagement, content marketing, and cold calling, to attract and nurture leads. The primary goal is to fill the sales pipeline with high-quality prospects that match the company's ideal customer profile.
By outsourcing these tasks to experts, businesses can focus on closing deals and servicing clients, rather than spending valuable time on prospecting. These services are particularly beneficial for companies looking to expand their market reach, enter new industries, or scale their sales operations efficiently.
Effective B2B lead generation and appointment setting involve thorough research to personalize approaches, timely follow-ups to keep potential clients engaged, and a deep understanding of the target market's pain points and needs. This approach not only ensures a steady flow of qualified leads but also sets the stage for successful sales meetings, ultimately leading to higher conversion rates and business growth.
Channel Checklist for Vendor Channel/Partner Managersharwelll
The document discusses various topics related to developing and managing effective channel programs, including:
1) Correct partner selection and recruitment is crucial to choose partners that have the desired skills and target the right customer markets.
2) Channel optimization involves analyzing existing partners to determine which are truly performing and which are diluting efforts.
3) Developing a channel strategy requires clarifying goals, assessing competitiveness, and establishing action plans.
This document provides a checklist for organizations to use when evaluating if they need marketing automation and when selecting a marketing automation platform. It outlines key benefits like increasing efficiency, intelligence, reach, and sales-marketing alignment. The top drivers for pursuing marketing automation are listed as the need for sales/marketing reports and ROI analysis, simplifying campaign management, and managing lead generation and transfer to sales. The checklist then covers important capabilities for organizations to consider, such as system integration, content management, dynamic databases, lead scoring/nurturing, email/website features, and implementation/cost factors. The goal is to help organizations determine their objectives, compare vendor solutions, and select the best marketing automation fit.
Marketing Operations to-date has focused primarily on marketing automation, return on marketing investment, and work flow management. Here's how to take it to the next level, with much stronger impact on all of Marketing's stakeholders internally and externally.
An intranet solution can help sales and marketing teams overcome challenges in communicating, collaborating, and managing information. Key benefits include centralized access to up-to-date product information and sales data, improved coordination of marketing activities, and streamlined processes like lead and proposal management. Weidenhammer provides intranet services using Microsoft SharePoint to enhance collaboration, search, and access to resources needed for better business insights and decision making.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
This document discusses key concepts in developing marketing strategies and plans. It covers value delivery processes, the value chain, core business processes, core competencies, holistic marketing, marketing plans, levels of marketing plans, corporate headquarters planning activities including defining mission and assessing growth opportunities, strategic business units, Porter's generic strategies, and categories of marketing alliances. The document provides definitions and explanations of these marketing concepts.
Boost Sales Productivity through Sales EnablementDoble Group, LLC
Technology advances and open access are disrupting industries and making tools more affordable. While companies are growing sales teams and goals, they are not effectively scaling processes, training, and tools, hurting productivity. Sales enablement aims to empower sales teams to work more efficiently through initiatives like recruiting the best talent, providing training and coaching, equipping teams with tools like CRMs, and assessing performance. The goal is to hire, train, and support sales teams so they can meet increasingly high revenue targets.
IEEE GlobalSpec is pleased to provide you with this Marketing Planning Kit to help you evaluate the effectiveness of your
current marketing choices, calculate the value of existing marketing programs, understand today’s marketing landscape,
and plan more effective strategies for 2019. Our intent is to help you define and achieve your marketing goals and
objectives for the year ahead.
There’s a pot of gold waiting for IT solution providers – and technology vendors are almost uniformly frustrated in getting their channel to make use of it. Vendors who sell through a channel or an agent network allocate between 1 and 2% of their top line revenue as Market Development Funds for their partners. However, for the most part, these Market Development Funds (MDF) fail to realize their potential. There are many reasons, chief among which are the lack of organized ways to allocate funds, track activities and measure outcomes. As a result, MDF is notorious for yielding the worst return in comparison to other direct marketing activities. Through our years of engagement in channel programs around the world, we have observed that companies who take the following steps to get the highest return from their MDF programs.
This document discusses marketing agility and how organizations can increase their agility to better adapt to changes in customer behavior and market conditions. It defines marketing agility as the ability to adapt marketing efforts quickly in response to these changes. The document recommends that organizations streamline internal collaboration, establish clear marketing plans, and implement marketing resource management solutions to centralize programs and initiatives. This allows marketers to improve performance by making real-time adjustments to campaigns based on analytical insights.
Sales White Paper: Executing A Territory Sales ModelAltify
In our increasingly complex and competitive marketplace, managing the sales process is a critical success factor in the consistent achievement of revenue goals. Senior sales executives and management teams who implement standardized sales processes and reinforce best practices will increase pipeline visibility, sales execution, and overall performance, leading to more predictable and sustainable revenue growth.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Verified Lead Generation provides a full-service lead generation process with four key steps:
1. They understand the client's brand and target audience through research to develop messaging and campaigns tailored to audience behaviors and preferences.
2. They create marketing plans, landing pages, ads, and creative content to attract and engage the target audience across multiple digital channels.
3. Campaigns are executed and optimized based on performance metrics like lead volume and conversion rates.
4. All leads are verified by calling prospects to confirm identity and intent before being passed to clients, ensuring only qualified leads are delivered.
Senior Marketing Manager, Channels & Strategic Accounts
About the Job
The Senior Marketing Manager, Channels & Strategic Accounts is responsible for successfully planning and managing highly effective marketing programs targeting existing strategic accounts within the Global 500 segment and the development of partner marketing programs for ON24’s resellers, which includes a couple of the world’s largest software and communications companies.
Exploring the Dynamics of In-House Marketers vs. Marketing Agencies: Which Serves Your Business Better?
Delve into the intricate debate surrounding the employment of in-house marketers versus the engagement of marketing agencies for business advancement. This comprehensive analysis dissects the advantages and limitations of both approaches, shedding light on the evolving landscape of contemporary marketing strategies.
Uncover the shifting preferences observed in recent years, where businesses increasingly favor in-house marketing teams over external service providers. A nuanced examination reveals the intricacies of crafting effective marketing strategies tailored to meet diverse business challenges.
Navigate through the multifaceted realm of in-house marketers, individuals dedicated to sculpting bespoke marketing plans aligned with the core ethos of your enterprise. Discover the unparalleled insights these insiders offer, from brand understanding to rapid adaptation to market trends, fostering seamless collaboration across internal departments while maintaining cost control and nurturing marketing expertise within the organization.
Contrast the strengths and weaknesses inherent in the in-house model, ranging from limited exposure to industry practices to the risk of echo chamber thinking, prompting the necessity for periodic external audits to ensure strategic relevance and innovation.
Conversely, explore the realm of digital marketing agencies, equipped with specialized expertise to amplify your online presence and navigate the ever-changing digital landscape. Unveil the advantages of tapping into external resources, from accessing specialized skills to embracing scalability and flexibility in marketing endeavors.
Grapple with the intricacies of choosing between an in-house marketer and a digital agency, considering factors such as company culture alignment, control over marketing activities, and cost-effectiveness. Embrace the tailored solutions offered by IM4U Digital Marketing Agency, bridging the best of both worlds to elevate your brand in the dynamic arena of digital marketing.
Embark on a journey of strategic decision-making, guided by insights into brand alignment, consistent messaging, and the pursuit of marketing ROI. Join the discourse on navigating the evolving terrain of digital marketing, where success hinges on strategic partnerships and adaptive strategies in a landscape ripe with possibilities and challenges alike.
John See - Revolutionary War Veteran and PioneerAlan See
John See was captured at age 6 during the Muddy Creek Massacre in 1763. He and his family were taken captive by Shawnee Chief Cornstalk and brought to Old Town, Ohio. After 2.5 years, John was adopted by a Shawnee family and did not want to return to his biological family. However, he was eventually released with other captives due to pressure from the British. John had difficulty readjusting to white society and maintained attachments to his Shawnee family. He later served in the American Revolutionary War and received land in Indiana for his service.
John See was the 4th great-grandfather of the author. He was killed in the 1763 Muddy Creek Massacre near present-day Lewisburg, West Virginia during Pontiac's Rebellion when Shawnee warriors attacked and killed settlers. John's mother Catherine was taken captive along with other women and children. She demonstrated great courage and strength on the difficult march to Ohio, saving her younger children by knocking a warrior off a horse meant for them to ride. Upon arriving at the Shawnee village, Catherine continued to impress the warriors with her bravery and resilience.
The Most Influential CMOs to Follow in 2023Alan See
Alan See is a recognized influencer in marketing, having received awards from Forbes and the American Marketing Association. He draws on his experience in sales and marketing from his father's business. See emphasizes developing trust with customers through building emotional bonds and relationships. He believes the most important trends in marketing involve creating customer relationships through content and social media to drive engagement. See stresses the importance of lifelong learning and adapting to changing technologies and customer needs.
Alan See is an experienced CMO and founder of CMO Temps, LLC. He has obtained BBA and MBA degrees from Abilene Christian University. As CMO, he takes pride in developing strategies that he is passionate about and believes in. Mr. See has received recognition from Forbes, the American Marketing Association, and Marquis Who's Who for his expertise in marketing, content marketing, social media marketing, and as a lifetime achievement award recipient. He began his career in sales and understands the sales process, which helps him develop effective marketing strategies. Mr. See founded CMO Temps to provide CMO expertise to organizations not ready for a full-time hire. He believes in agility and leveraging freel
The document discusses how the passage of the Inflation Reduction Act in the US has sparked a "green arms race" globally as countries seek to compete for investments in clean energy and technology. The IRA provides large subsidies that could draw investments away from other nations. In response, the UK, EU, and Canada have all recently announced new policy packages and incentives of their own aimed at remaining competitive with the US for attracting green businesses and investments. The competition is expected to significantly boost global investment in decarbonization efforts over the coming years.
OHSSAR - The Country Bulletin - Spring 2023Alan See
The Ohio Society SAR welcomes dignitaries to its 134th annual meeting in May, including the President General and other national officers. The meeting will feature recognition of chapters' accomplishments. The society's president encourages members to stay connected through in-person events after the challenges of the pandemic. Upcoming 250th anniversary celebrations of Revolutionary War events provide an opportunity to educate the public about American history and patriotism.
50 Marketing Leaders Over 50 You Should KnowAlan See
This document profiles 50 marketing leaders over 50 years old and provides brief summaries of each including their title, company, Twitter followers, and responses to two questions: 1) How and where do you find innovative ideas? and 2) What's the best way to keep your eye on the future? The profiles highlight a variety of ways these marketing experts find innovative ideas such as reading blogs and publications, attending events, talking to people of different backgrounds, and observing trends. They suggest keeping an eye on the future by networking, reading widely, listening to younger people, and staying open-minded to new ideas and technologies.
This document discusses strategies for building a learning organization through talent development. It emphasizes the importance of aligning employee goals with organizational goals, providing skills training, and enabling talent mobility across roles. Goal alignment is crucial to ensure employees are focused on the right priorities. Formal training is sometimes necessary to develop skills as business needs change. The document also stresses that talent mobility, goal alignment, and skills development should be coordinated strategies to maximize employee engagement, productivity and company performance.
Social Media Marketing for Small Business - The After-party DiscussionAlan See
Alan See, a recognized expert in social media marketing, will host an after-party discussion for small businesses on their social media strategies. The discussion will provide insights on why initial goals of free word-of-mouth marketing leading to increased sales through platforms like LinkedIn, Facebook and Twitter may not have panned out as expected. Attendees can learn what should have been considered before beginning social media activities. The event is on April 24th for the Rotary Club of Westchester/Liberty.
How to Use Social Media Content to Create Interest and CredibilityAlan See
"How to Use Social Media Content to Create Interest and Credibility" presented by Alan See at the Cincinnati American Marketing Association SIG meeting on January 15, 2015
Alan See is a Sr. Vice President at AberdeenGroup who focuses his research on business intelligence strategies and technologies that help companies analyze customer and business operation data to make better decisions. His current research examines how business intelligence is evolving to provide a more holistic view of business strategy and the customer experience. He has over 25 years of industry experience and holds BBA and MBA degrees from Abilene Christian University.
The document describes a CRM Index created by CGEY to assess companies' customer relationship management (CRM) capabilities. CGEY conducted a survey of over 300 marketing, sales, and customer service executives across various industries to develop the Index. The Index measures companies on two dimensions: mindset (strategy and customer philosophy) and connectivity (process and infrastructure). It places companies into nine categories based on where they fall on these dimensions.
Customer Relationship Management (CRM) aims to maximize customer intelligence to drive profitable growth through acquisition, penetration and retention. Effective CRM requires customer analytics to understand customers and improve returns. CGE&Y's Intelligent Customer Growth approach provides a single view of customers, robust analytics and closed-loop performance management to help companies better understand customers and make data-driven decisions.
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.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
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!
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
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.
In this humorous and data-heavy Master Class, 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
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.
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
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.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
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.
Mastering SEO for Google in the AI Era - Dennis Yu
Local-Ready Marketing Assessment
1. Building a Local-Ready
Marketing Organization
Docustar Results Document
Prepared for
Docustar
Jun 12, 2013
by Liz Schaefer
513.772.5400 ext. 119
liz.schaefer@docustar.com
2. Building a Local-Ready Marketing Organization: RESULTS
What is a Local-Ready
Marketing Organization?
By definition, a local market includes customers located within the region the
product or service is produced or made available. That means an effective local
marketing strategy should engage field sales agents and distributors — those who
know the local market best — to create highly targeted marketing messages. To
do this effectively and be considered “local-ready”, organizations must focus on
four key competency areas:
1. Marketing Asset Management: The ability to provide distributed channels
with ready access to up-to-date materials and to enable them to customize
messaging for their local market.
2. Campaign Management: The ability to provide distributed channels with
multi-channel turnkey campaigns as well as manage lists.
3. Workflow: The ability to leverage automation to streamline collaboration and
approvals and balance time spent on execution versus strategic initiatives.
4. Budgeting: The ability to effectively manage the cost of marketing assets.
Automate the allocation of marketing funds across sales/distribution channels.
2
3. Building a Local-Ready Marketing Organization: RESULTS
Local marketing is challenging. For example, many advertising agencies do not offer
localization services to businesses who have distributed sales models. It is just too
difficult because it presents a long-term project that requires commitment, creativity,
technological investment and lots of work. Effective local marketing requires that
organizations understand marketing approval workflow between corporate and field
sales channels. Further, it requires organizations to understand the nuances between
sales agents and corporate when it comes to budgets, brand control and compliance.
The Local-Ready Marketing Assessment focuses on your unique organization, its current
state and where it must evolve to become local-ready. No two marketing organizations
are the same and no two assessments produce the same results; however, the
objectives are the same: to produce a sustainable competitive advantage.
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4. Building a Local-Ready Marketing Organization: RESULTS
Building a Local-Ready Marketing Organization
The LRMA breaks down organizations into four key practice levels:
Gearing Up: The Novice Organization (LRMA score <20)
Organizations at this level simply do not have the foundational processes or technology in place to be
effective in the given local-ready competency area. If your organization is in this situation, the good
news is that there are likely many productivity and compliance improvements on the table waiting to
be grabbed.
Equipped: The Intermediate Organization (LRMA score 21-60)
These organizations are employing some proven practices, but they are not integrated or are
limited in scope. With respect to marketing assets, it is likely difficult for local sales channels to
access compliant, up-to-date marketing materials. Campaigns may not be executed in a consistent
fashion engaging local sales channels. From a workflow standpoint, developing approved, localized
marketing materials may be resource intensive and time consuming. Limited controls may be in
place for managing marketing costs either centrally and/or across local sales channels.
Prepared: The Advanced Organization (LRMA score 61-80)
A Prepared organization is on its way to driving future returns on their localized marketing
investments but has room for improvement. If technology is being used for marketing asset
management, it may not be fully utilized or its functionality might be limited. With respect to
campaigns, they may be limited in frequency, do not integrate multiple channels or do not fully
engage local sales channels. Some workflow automation may be in place for localized marketing
initiatives, but resources are likely still strained. From a budgeting standpoint, cost tracking may be
focused on central marketing functions with limited tracking of marketing expenditures across local
sales channels.
Local-Ready: The Expert Organization (LRMA score 81-100)
Organizations at this level are getting the most out of their field sales force, agents and distributors.
With respect to marketing assets, they are localized, brand and regulatory compliant and easy-to-access
4
by distributed sales channels. Campaigns which resonate with local targets likely occur on
a regular basis with little effort on the part of local sales channels. Processes are likely automated
without heavy reliance on technical resources and freeing up marketing to focus on strategic
initiatives. From a budgeting standpoint, the cost of marketing materials and campaigns is likely well
managed both centrally and across local sales channels.
5. Building a Local-Ready Marketing Organization: RESULTS
Your Local-Ready Scores
Marketing Asset Management
(20 out of 100)
100
80
60
40
20
Budgeting Campaign Management
0
(50 out of 100)
Scores for Docustar:
Marketing Asset Management:
Campaign Management:
Workflow:
Budgeting:
Workflow
(35 out of 100)
(35 out of 100)
Gearing Up: The Novice Organization (20 out of 100)
Equipped: The Intermediate Organization (35 out of 100)
Equipped: The Intermediate Organization (35 out of 100)
Equipped: The Intermediate Organization (50 out of 100)
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6. Building a Local-Ready Marketing Organization: RESULTS
Recommendations
Consider implementing the following recommendations in order to build a local-ready
marketing organization.
Marketing Asset Management
The ability to provide distributed channels with immediate access to up-to-date materials and
to enable them to customize messaging for their local market.
• Create core content that resonates with targets and nurtures them through the decision journey.
• Provide up-to-date materials through a searchable online system; make sure it is intuitive/
easy to use.
• Harness the expertise of your sales force by empowering them to customize core content and
create highly targeted personalized messaging.
• Provide best practices for using and customizing the content.
• Track creation dates and review dated materials to be sure to keep your message fresh.
Campaign Management
The ability to provide distributed channels with multi-channel turnkey campaigns as well as
manage lists.
• Make sure strict processes are in place to ensure sales channels cannot contact customers/
prospects who have opted out of communications.
• Communicate to sales channels the availability of turnkey campaigns, make it easy to enroll and
remove the burden of execution from the sales channel.
• Remove any barriers that may prevent sales channels from participating in campaigns. For
example, if sales channels require list confidentiality, ensure proper security is in place, use third
parties for campaign execution.
• Encourage sales channels to customize campaign materials to resonate with local targets.
• Be sure to provide turnkey campaigns not just for attracting new customers but also for building
relationships with current customers.
• Demonstrate results and communicate success to encourage future participation.
4
7. Building a Local-Ready Marketing Organization: RESULTS
Workflow
The ability to leverage automation to streamline collaboration and approvals and balance time
spent on execution versus strategic initiatives.
• Ensure strict processes are in place to ensure brand consistency and regulatory compliance before
materials are distributed.
• Leverage workflow automation to ensure necessary approvals are secured and to reduce the time
spent on obtaining approvals, tracking versions and reporting on compliance.
• Identify non-strategic tasks associated with executing marketing initiatives that could be off-loaded
to marketing partners.
• Make sure automation solutions include sufficient support to reduce reliance on internal IT/
technical resources.
Budgeting
The ability to effectively manage the cost of marketing assets. Automate the allocation of
marketing funds across sales/distribution channels.
• Take control of co-op marketing to stay on budget and to ensure money is not left on the table
(missed opportunity for messaging).
• Track and analyze expenses associated with marketing materials to identify opportunities for cost
savings.
• Manage quantities of printed marketing materials, especially when localizing messaging, to limit
obsolescence.
• Reduce waste by ensuring processes are in place to attain necessary approvals before production
and distribution of materials.
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8. Contact us to learn more!
For more tips and to continue the
conversation, follow DocuStar online:
www.linkedin.com/companies/docustar
www.twitter.com/docustar
www.facebook.com/docustar
DocuStar provides state-of-the-art production services and digital
marketing management solutions designed to help businesses create and
deliver communication that is local, mobile and personal. Able to integrate
20 years of digital print and fulfillment experience with MarketHUB+
marketing resource and creative production management software,
DocuStar is uniquely equipped to offer customizable, comprehensive
solutions to challenges facing businesses in any industry.
To see how DocuStar can assist you
in becoming a local-ready marketing
organization, contact Liz Schaefer
today or visit www.docustar.com.
513.772.5400 ext. 119
liz.schaefer@docustar.com