Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
Product Marketing: A Critical Role in the Marketing Value ChainTodd Ebert
How to align technical product management with product marketing and integrated marketing for maximum effectiveness. A framework from my 20+ years in B2B marketing at leading technology companies.
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
Product Marketing: A Critical Role in the Marketing Value ChainTodd Ebert
How to align technical product management with product marketing and integrated marketing for maximum effectiveness. A framework from my 20+ years in B2B marketing at leading technology companies.
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
http://trinityp3.com/
As marketing becomes more complex and diversified, driven by technology, marketers are finding themselves managing increasingly larger and more complex agency and supplier rosters. The traditional procurement approach of developing supplier panels based on capabilities and services no longer works in this complex environment. This presentation provides a strategic process for developing a roster of suppliers aligned to the marketing strategy which delivers alignment of the suppliers to that strategy.
Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channel
Channel Development
Channel Adaptation
Channel Decisions
Marketing of Industrial Product also called:(B2B)
Definition
Differences Between B2B and B2C
• Products/Services being marketed
• Nature of demand
• How the customer buys
• Communication process
• Economic/Financial factors
• Relationship Marketing
Marketing of Services
What is a service?
Difference between goods and services
Intangibility Inseparability, Heterogeneity and Perishability
Services -
Business Services, Health Services, Professional Services and
Hospitality Services
• The role of marketing in a service firm
Sales and Field Force Management
• Sales Management defined
• Task and goals of the sales
• Sales Management Model
• Sales Management Trends
• Transaction Selling vs Relationship Selling
• Recruiting and Managing the field team
• Time and Territory Management
Personal Selling
The most important promotional tool in B2B marketing
Transaction/relationship is often too complex to consummate without personal interaction between marketer and buyer.
Boundary Spanner
Customers are sophisticated and you need a long-term relationship to be successful.
B2B sales cost more than B2C selling
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
As a supporter of open innovation in SM we present our thoughts on what is involved
in advancing Supply Management as a core competence and invite interested parties to share their views to develop this theme.
Join Dan Flanigan, VP of Products at Percussion Software and Karl Wirth, CEO and Co-Founder of Evergage and learn how to personalize to make every website experience awesome.
Learn more at: http://www.percussion.com & http://www.evergage.com
http://trinityp3.com/
As marketing becomes more complex and diversified, driven by technology, marketers are finding themselves managing increasingly larger and more complex agency and supplier rosters. The traditional procurement approach of developing supplier panels based on capabilities and services no longer works in this complex environment. This presentation provides a strategic process for developing a roster of suppliers aligned to the marketing strategy which delivers alignment of the suppliers to that strategy.
Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channel
Channel Development
Channel Adaptation
Channel Decisions
Marketing of Industrial Product also called:(B2B)
Definition
Differences Between B2B and B2C
• Products/Services being marketed
• Nature of demand
• How the customer buys
• Communication process
• Economic/Financial factors
• Relationship Marketing
Marketing of Services
What is a service?
Difference between goods and services
Intangibility Inseparability, Heterogeneity and Perishability
Services -
Business Services, Health Services, Professional Services and
Hospitality Services
• The role of marketing in a service firm
Sales and Field Force Management
• Sales Management defined
• Task and goals of the sales
• Sales Management Model
• Sales Management Trends
• Transaction Selling vs Relationship Selling
• Recruiting and Managing the field team
• Time and Territory Management
Personal Selling
The most important promotional tool in B2B marketing
Transaction/relationship is often too complex to consummate without personal interaction between marketer and buyer.
Boundary Spanner
Customers are sophisticated and you need a long-term relationship to be successful.
B2B sales cost more than B2C selling
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
As a supporter of open innovation in SM we present our thoughts on what is involved
in advancing Supply Management as a core competence and invite interested parties to share their views to develop this theme.
Join Dan Flanigan, VP of Products at Percussion Software and Karl Wirth, CEO and Co-Founder of Evergage and learn how to personalize to make every website experience awesome.
Learn more at: http://www.percussion.com & http://www.evergage.com
October 20, 2010 Santa Clara University Leavey School of Business speaker slides for the Mktg 551 MBA course, presented for discussion with Professor Ravi Shanmugam's class.
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.
Marketing science at Dell: modeling investment trade-offs; George Sadler, Director, Social Media & Marketing Insights; Mu Sigma Customer Summit 2012, Half Moon Bay, CA, February 27, 2012
This presentation gives an overview of LatentView's capabilities and engagement model.
Follow us: linkd.in/2LatentView | Check out our Short Film! on.fb.me/SerialAnalyst
Category Management for My Drug Store
By Kongkiat Phanawadee
Panyapiwat Market and Consumer Behavior Learning Center
Panyapiwat Institute of Management
24 February 2013
Effective day-to-day category management by BearingPointJari Laine
In BearingPoint’s experience,
category management can be
taken to a whole new level by
structuring the processes
involved and taking an
analytical, data-driven approach
to decision-making.
At The House of Marketing, we like to do things as efficiently and effectively as possible, and that's no different when it comes to your application as a Junior Consultant. We have 3 exciting and challenging rounds all within one month. By mid-March you’ll know if you can join our team of THoMers!
THoMer Kristien zooms in on the challenges our world is facing today and the sustainable answers businesses have come up with. How purpose-driven is your company?
How to get your innovation engine started? THoMer Stefan built the ultimate innovation guide: he collected insights, processes and templates to help you prepare for take-off.
Which tools do you use for project management, design, market analysis and conversion optimization? THoMer Eva opens our digital toolkit and shares 8 instruments we apply on a daily basis.
A personal approach is key to success in today's marketing landscape. Discover the why, how and what of marketing automation, the tool that helps you pull off your highly relevant one-on-one communication.
Wondering where you as marketer should spend your budgets, time and resources in the upcoming year? THoMer Audrey listed the top 10 trends to watch out for in 2018!
THoMers Dennis, Inge, Laetitia, Pieter and Thomas attended Web Summit, the largest tech conference in the world, hosted in Lisbon, Portugal. Web Summit equals 22 conferences connecting different industries, from AutoTech and MoneyConf to SaaS Monster and Talk Robot. The keyword across all conferences? Artificial Intelligence!
2. Although segmentation is a top challenge for marketers,
most companies still use the most basic segmentation
method (firmographics in B2B and demographics in B2C)
What will be your major marketing challenges for
2010?
Build customer loyalty & trust 36%
Differentiate from competition 32%
Build strong brand 32%
Target through better segmentation 31%
Sustain revenue growth 29%
Highlight value of benefits of products 27%
N= 621 In 2009 Top 5 Not in 2009 Top 5 % of respondents
Protect market share 26%
Communicate via online media 25%
Gain better understanding of customer 24%
Measure return on marketing efforts 24%
Innovate, product development & R&D 24%
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3. Segmentation is the first step to a customer centric
approach
Segmentation aims to:
Segments of customers
Identify, describe and with similar profile,
quantify in the target needs, behaviors,
market expectations, or
purchasing criteria
That require the
…and an adequate go-to-
development of a specific
market strategy
value proposition (product
(relationship building,
& service offering, purchase
communication, sales
process & experience,
approach, channel
pricing, customer
management)
benefits…)
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4. There are four main types of segmentation methods
that can be used in parallel
2 3
Needs-based Usage-based
segmentation segmentation
2
Segments based on What does 3 Segment based on past
behaviors, needs and the customer and current customer’s
drivers, indicating how need and want? What, where usage of channels and
and how does
customer thinks about the products/services
the customer
features of a purchase?
product/service, what he
prefers and for which
reasons Customer
1
How can we
1 describe our 4 4
Firmographic customers? How much value Value-based
segmentation does the customer segmentation
deliver?
In B2B: segments based on Segment based on
sector, number of current/potential value
employees, turnover, generated by the
geographic location… customer
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5. The appropriate segmentation method has to be selected in
function of the specific business objective
Segmentation methods
Management Firmo- Needs & Product &
Business objectives Value
areas graphic drivers channel usage
Acquisition √ √
Up- & Cross-selling √ √ √
Sales
Loyalty √ √
Sales and after-sales channel √ √ √ √
Product/service portfolio & innovation √ √
Marketing Positioning/Value proposition √ √
Communication content √ √
Marcom budget allocation √ √
Finance Pricing √ √ √ √
Profitability √
Organization Organization structure √ √
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6. Benefits of using a (integrated) segmentation approach lie in
effienciency and effectiveness
Segment dashboard Benefits of segmentation
• Size (# companies in market) EFFICIENCY
• Penetration (# of customers)
• Potential revenues • Higher efficiency of Get/ Keep/ Increase
• Market share initiatives
• Satisfaction, loyalty and churn risk
• Current and evolution of performance: • Higher sales efficiency
- Lead generation
- Lead conversion EFFECTIVENESS
- Product penetration
- Sales Revenues • Enhanced focus in marketing efforts
- Gross margin
- … • Optimal budget allocation
• Increased marketing ROI
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7. What makes The House of Marketing different?
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8. We have a strong vision on marketing …
Marketing is a mindset
throughout the whole company,
and only happens through uncompromising
and ruthless focus on the total process of
customer engagement.
Marketing is a key contributor to achieve
business objectives and to optimize
shareholder value.
Our guiding principles are Focus, Agility,
Creativity, Tangibility and Sustainability.
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9. … and a clear view on how marketing must evolve
• Simplicity
• Strategic consistency
• Leadership continuity
• Prioritize & making choices
• Consistent brand across all channels
• Seek leadership in specific category
• Customer centricity
• Focused team
• Detect trends & act
• Early warning systems & processes
• Agile & up to date organization
• Built around customer engagement
• Innovative company culture • Willingness to change
• Diversity of profiles • Flexibility & Speed
• Idea generation process
• Idea valuation
• Porosity & open-mindedness
• KPI’s & dashboards
• Scenario analysis & ROMI
• Connect with marketing intelligence
• Analytical culture & skills
• People: yours & every stakeholder
• Planet: ACT on innovation, packaging, promotion...
• Profit: business-minded marketers
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10. We are convinced that flexibility is a key asset for the future
to bridge capacity gaps...
Resource Demand Chart
FTE (hours per month)
Project 1
5,000
Project 2
Project 3
Project 4
4,000
Capacity
3,000
2,000
1,000
0
1/95 4/95 7/95 10/95 1/96 4/96
10
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11. …. and to bridge competence gaps
Data cruncher
Packaging
E-commerce
………
Online specialist
CPM specialist
Performance management
Project Management Shopper marketer
CRM specialist
Mobile marketer
SocialMedia Strategist
……… Web master
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12. Flexibility demands the right talent at the right place, & on
going training
The House of Marketing can help you develop and keep the right talents in your
marketing department.
Coaching on the job, one company or
multi company program, more details
Marketing Talent program
available as from October 2012
Relevant Marketing training, from general
to very specific & tailor made
- product management
Training - project management
- communication (online, offline)
- social media
- email marketing
-……
Personal coaching focused on marketing
Coaching related skills and technical skills
12
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13. We offer help adapted to the new business context
In a economical environment where turbulence is the new norm, The
House of Marketing provides marketing excellence at the right
moment, exceeding clients' expectations by delivering higher return
on investment and by making the organization more agile.
We achieve this by recruiting passionate marketers for whom we
create an inspiring and nurturing environment.
Presentation1 13
15. We work on temporary assignments….
Mostly function based
B2B and B2C environments
Broad FMCG experience
Marketing plan, go-to-market
Coordination activities of
strategy &
specialists in production, sales,
implementation, people
Brand advertising, promotion, R&D, … Marketing management, business
Managers Churn analysis, churn Managers intelligence
reduction
Coordination of Marketing
Product placement
activities
optimization
Strong analytical and
Market & competitor
negotiation skills
analysis Channel & Enhancing retail partnerships
Business Market assessment &
Category by increasing category sales
Analysts quantification
and aiding in fact
Clustering of customers Managers
based/strategic selling
E-strategy definition & roll- Extended experience in SME
out
E-Marketers Coordination, design &
and large matrix organizations
Alignment of organization
& Social implementation of e- Process
towards similar goals
Media marketing actions Managers Clear roles & responsibilities
Website management,
Specialists email marketing, social
definition, organizational
design
media, mobile
Presentation1 15
16. … and on strategic marketing challenges
Mostly project based
Client challenges THoM expertise & solutions
• Attract new customers • Customer intelligence: translate data into
relevant insights
Volume • Increase customer spending
• Segmentation
driven • Reduce customer churn
• Business and marketing planning
• Increase Innovation success rate
• Innovation Management Program
• Restore customer trust • Customer intelligence: translate data into
relevant insights
• Capture more customer value
Margin • Category assessment
• Margin management
driven • Marketing performance management
• Doing more with less resources (ROMI, CLTV, dashboards)
• Tracking of ROI • Marketing audit
• Define or redefine positioning
• Consumer intelligence: translate data into
• Changing customer experience from
relevant insights
product push to relational (customer-
Positioning centric) • Customer (store) experience
• Positioning on the sustainability dimension • Sustainability
• Positioning towards current and potential • Employer branding
employees
Consumer analytics and insights are crucial for each of the three challenges
Presentation1 16
17. We offer a unique combination of strategic excellence and
operational pragmatism
Strategic excellence Operational pragmatism
• Proven track record in strategic • Track record in making things happen
marketing advice within international and complex
• Creating relevant insights in the companies
business • Applying practical knowledge of
• Identifying the true leverages for successful corporate sales and
significant improvements marketing organizations
• Turning opportunities into structured • Turning initiatives into tangible actions
and prioritized business initiatives
• Helping you to successfully implement
strategic recommendations
We help you in realizing more from your marketing strategies and building the
marketing capabilities for systematic results
Presentation1 17
18. We deliver tangible value by bridging the knowing
doing gap…
Strategic excellence
Operational pragmatism
Presentation1 18
19. We have different meetings during an assignment
PROJECT DELIVERABLES DEADLINE PROJECT DELIVERABLES DEADLINE
Define MLT strategy for Market analysis End 2007
Internal
Define MLT strategy for Market analysis End 2007 product X RGO identification +
– Draft – product X RGO identification +
estimated revenues & final
reco + budget
EPR
Developing targeted expansion strategy for a estimated revenues & final Brand strategy
Luxembourg based private life insurer
Strategy, organization and marketing
reco + budget
Brand strategy
Action plan 2008
Client
Launch Product Y Product chart (branding, ….
Build methodology and framework for country-specific go-to- Knowledge Capture Matrix
Project
objectives
market launches based on learnings from first failure on the
Italian market in private life insurance asset management
Action plan 2008
Launch approach EPR
positioning, USP, …)
Client:
Consultant:
Project:
Sodexho Pass - Apogheos
Olivier Olbrechts
Business Plan Date: 27/08/07
• Analysis of the fact base and decision on targets
Launch package Comment: Interim (project) All documents on project saved here. Final Deliverables. Credential to follow
- Life insurance business Launch Product Y Product chart (branding, …. Organization concept test STAKEHOLDERS Learnings from
the way the
client works
Learnings on how
THoM could work
better
New
products or
services
Marketing
domain/
methodology
Relationship
opportunity
(executive
Client agenda
sell-on
opportunity
Industry
trend/
insight
Competitor
information
• Market structure and distribution options Follow-up launch improvement contact,
positioning, USP, …)
idea)
SALES Apogheos = - Sold as interim project Proposal in - Small No other
• Cross-border revenues Account Team Business Unit that
has to be integrated
but could be more
profitable sold as
process: coaching
during the
independent
firms with low
consulting firm
identified in this
- Private banking business
into the Group if consulting implementation of potential for part of Sodexho
return sufficiently - Formal approach and the business plan consulting/
• Market structure and differentiation Launch approach attracting to
Sodexho Group
deliverables could have
been more clarified prior
to the project
interim
- Exceptions
(potential
clients ?):
• Expectations of wealthy individuals BCD Group,
• Off-shore business aspects Launch package Coordinate client event ….. …. DELIVERY
Marketing
Domain:
- No THoM
methodology used
- Business Plan
Develop a
standard
financial
business plan
Accentiv (FR)
• Value and tactics of wealth managers template created spreadsheet
Methodology - Bancassurance model options in private banking Organization concept test from scratch template)
- Detailed geographical study on Italian potential Follow-up launch iii team:
No B2B Services
team
- Understanding of wealthy individuals
• Wealth classification
• Identification of advisory circle
• Trend in family offices
• (Family) business activity and influence of private equity and
venture capital
• Positioning study and go-to-market draft Coordinate client event ….. ….
• Implications for organizational and branding requirements
• Organizational roadmap and risk management
Deliverables • Design of go-to-market model and potential
• European-wide positioning strategy and implementation
200706-CBC-PresentationTHoM.ppt 2
Visit by SSO
Mgr Interview Objectives
Consultant(s) finalized
Evaluation
1st call Proposal Contract Knowledge
sent signed Engagement follow-up capturing
Running
Project status report
Product Management Platform Resources Planning Risks Scope
Prepared by: Liesbet Vandenberghe
Period: from 25/9 to 20/10 week 6
Activities completed this reporting period Activities planned for next reporting period
Client Name or LOGO Client Name or LOGO Supplier gave demo. Didier VDH will have a meeting to fine tune the
requirements
Didier VDH got input to make draft of technical
Title of Function/project Title of Function/project requirements Central marketing will have meeting about the next
steps and how we see the current project management
We have now a list of general requirements
tools in this project.
Proposal for Interim Management Proposal for Interim Management
Month Day, 2007 Month Day, 2007 LAST MODIFIED:
Task ID Week Project name Action/task Task owner Follow-up Priority Status Start date Due date Date Comments/issues Decision to take
Outstanding Issues/ Main Risks(1) Decision to take(1)
description persons finished
Issues & Risks Actions Responsible Due Date Decision Decision Maker Due Date
Need alignment Meeting Thomas DC November
on the real Thomas with
needed Philippe.
requirements
Issue description Decision Decision Due date
and which taker
budget we can
have for it. 1
2
3
4
5
6
7
(1) Format could be simplfy for simple project
8
Project status reports Liesbet 27 December.ppt 3
9
10
11
12
13
14
15
From initial call till 2 first weeks During the engagement Closing the engagement
Presentation1 19
20. You are always hiring a whole team of marketing
specialists
Hiring a THoM consultant isn’t just hiring a person, it’s acquiring expertise:
•THoM consultant: your day to day contact
Visible
• Counselor, Client Manager and Mentor:
first help, coaching and stretched goals for
Invisible the THoM consultant
• All THoM consultants with their specific
skills, expertise and experience: the second
resort for the THoM consultant
• THoM knowledge base (training, career
development plan, books, papers, former
projects, experience of previous THoMers)
Presentation1 20
21. We deliver Marketing expertise in four areas
• Market Intelligence • Business & Marketing Planning
I. Strategic • Segmentation • Employer Branding
Marketing • Branding & Positioning • Sustainability
• Pricing • Social Media
II. Go-to- • Product/ Brand/ Category • Shopper Marketing
Management
Market • Customer Relationship
• Communication (offline & Management
online)
• Customer Process Management • Marketing Audit
III. Organization & Change
• • Marketing Coaching & Training
Organization Management
capabilities • Customer Experience
IV. • Marketing Dashboards
Performance • Marketing Performance Management
Management • Customer Lifetime Value & ROMI
21
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23. We have clients from many different sectors (1)
ICT & Media
Utilities &
Resources
Financial &
Other Services
Healthcare &
Public Sector
Transport &
Logistics
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24. We have clients from many different sectors (2)
Consumer
Goods & Retail
Durables &
Industrial Goods
Presentation1 24
25. … talking about the tangible value delivered by The House
of Marketing
“THoM’s pragmatic approach is to me a key differentiator,
as they are able to talk the language of actual executors
and to predict or foresee many operational issues we need
to tackle.”
“We appreciated that the THoM team supported us in
(Ronald Hannet, BU Manager) the bottom up approach involving
customers, prospects, sales, specialists.”
(Danny Vandevyver, Head of Marketing
Com Belux)
“THoM succeeded in creating change thanks to
their straightforward and efficient solutions and
approach.” “The added value of THoM is that they do not only
deliver strategic advice, but their recommendations
(Michael De Koster, Segment Manager) are tangible and can be implemented.”
(Luc Deflem, CEO)
25
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26. Your point of contact
The House of Marketing
tel: +32 (0) 15 444 000
E-Mail: info@thom.eu
The House of Marketing
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Fax +32 (0)15 444 044
www.thehouseofmarketing.be
Join us on LinkedIn
Follow us on Twitter
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