The document discusses findings from a survey of over 1,700 business owners on the state of their marketing. Key findings include that 75% said marketing is not producing enough leads, 63% said marketing does not support sales, and 61% are not effectively using digital techniques. Successful marketing is defined as producing enough prospects to meet revenue goals. Advice includes creating a written marketing plan, committing to ongoing measurement and testing, and effectively using technology like reviews and retargeting.

1. State of the Business Owner
Creating the Perfect Marketing Mix
Using Marketing and Technology to Create Sustainable Growth

2. Presenters
Cameron Madill
CEO
PixelSpoke
Liz Davidoff
Strategic Partnerships
EMyth

3. Conversation
Tweet to #sobo2013
Use the chat feature in GoToWebinar
Questions answered throughout, and at the end
State of the Business Owner 2013
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4. About the Study
Over 1,700 business owners responded to a 60 question
survey in early 2013. Companies from over 80 different
countries participated, ranging from sole proprietors to
those with hundreds of employees, with an average
revenue of $4.7M (US)
Statistical analysis was conducted using advanced modeling techniques.
State of the Business Owner 2013
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5. Report, Webinar Recordings & Slides
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6. Think You Know SMB
Marketing?
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7. State of the Business Owner 2013
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Marketing and Lead Generation
75% of businesses said that their marketing is not
producing enough leads to meet their revenue goals

8. State of the Business Owner 2013
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Marketing and Sales Alignment
63% of businesses said that their marketing does not
effectively support their sales efforts

9. State of the Business Owner 2013
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Marketing and Technology
61% of businesses said that they are not effectively
using digital techniques to create new leads

10. State of the Business Owner 2013
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Marketing and Planning
59% of businesses did not have a
written marketing plan

11. State of the Business Owner 2013
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Marketing and Measurement
58% of businesses evaluate the effectiveness of their
marketing efforts less than every 90 days

12. State of the Business Owner 2013
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Marketing and Existing Customers
38% of businesses had no plan to generate additional
revenue from current customers

13. State of the Business Owner 2013
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Marketing and Budgets
0% increase in revenue growth or profitability
based on the size of marketing budget

14. State of the Business Owner 2013
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Marketing and Tactics
0% increase in revenue growth or profitability
from using any single specific tactic

15. Defining Successful
Marketing
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16. Success Factors in Business
1. I am happy with my business
2. I feel in control of my business
3. My business hit its profit targets
4. My business grew faster than the industry average
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17. Success Factors in Marketing
Our marketing is producing enough of our target
prospects to meet our revenue goals
Strongly correlated with all 4 business success factors
(revenue growth, profitability, happiness, and control)
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18. The Villain
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19. Chocolate Cake?
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20. The Two Challenges
Just like baking a cake, we have two key tasks in
effectively marketing our companies:
1. Pick the right ingredients (techniques)
2. Combine them in the right order and quantity
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21. Even if you have these...
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22. ...you still might end up with this
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23. The Perfect Marketing Mix
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24. Success Stories
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25. Direct Plastics
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26. State of the Business Owner 2013
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Marketing Planning
Businesses that had a written marketing plan grew 10%
faster than those that did not, and were 62% more likely
to hit their profit targets

27. Plan AND Do
Businesses that monitor their brand online
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28. Tip #1 - Advanced Analytics
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29. Tip #2 - Site Speed
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30. Tip #3 - Educational Emails
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31. Penguin Computing
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32. Tip #1 - Sell with Stories
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33. Experiential vs. Material Purchases
People derive much greater satisfaction from experiential
purchases, and are consistently willing to pay more
money for them.
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34. Tip #2 - Retargeting
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35. Tip #3 - Try Different Offers
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36. Stephens Margolin
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37. The Importance of Technology
Top 5 trends affecting business owners
1. Technology
2. Online
3. Economy
4. Competition
5. People
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38. BBs...then Cannonballs
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39. Not Every Idea Succeeds
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40. Tip #1 - Rich Snippets
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41. Tip #2 - Reviews Matter
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42. Tip #3 - Build an Online Experience
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43. Great Marketing is a Habit
(not a Series of Events)
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44. The Power of Habit
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45. The Wisdom of Experience
Those who had owned 3 or more businesses were...
58% more likely to be generating enough leads to meet
their revenue goals
50% more likely to have a written marketing plan
45% more likely to measure results at least weekly
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46. A Business Is a Body in Motion
Image Copyright Universal Studios
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47. Next Steps
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48. Create the right marketing mix
in two steps:
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● Step One: Create a marketing plan with clear priorities
● Step Two: Commit to healthy marketing habits,
including measurement, BBs...then cannonballs, and
effective use of technology

49. Marketing Action Plan (MAP)
www.pixelspoke.com/resources
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50. New BBs To Try
www.pixelspoke.com/insights
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51. Q&A
To ask questions, tweet to #sobo2013
Or use the chat feature in GoToWebinar
Upcoming Webinars:
September 17 - Ownership Stack Diagnosis
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State of the Business Owner 2013
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