The document outlines a 6-step process to drive marketing execution: 1) identify target markets and customer segmentation, 2) understand customer needs through segmentation, 3) develop value propositions and offers, 4) determine pricing strategy, 5) implement marketing campaigns, and 6) measure performance through key performance indicators and close the loop on the process. The goal is to use customer insights to build highly competitive offers that drive business goals.

1. Process to Drive Marketing Execution
By: Halden
Zimmermann

2.  At a high level identify the markets
and competitors by market.
 Narrow down which customer
groups have the largest
opportunities using Mekko tool.
 Your team needs to prioritize market
attractiveness vs. their ability to
capture share in that market.
 Prepare for next level segmentation
on target market (needs based
segmentation).
Step 1: Customer /Segmentation
Segmentation Framework (Mekko)
Market Attractiveness

3. Needs Based Segmentation Framework
Needs Based Segmentation
Step 2: Drill In / Know Your
Customer
 Within target markets build a VOC
needs based segmentation framework.
 Basically, customers have different needs
from each other. Those unique needs
drive their behavior, and therefore value.
 Understand core needs vs. value added
needs. This is an opportunity to
differentiate if there are no current
solutions.
 Needs-based segmentation studies can
guide where to differentiate, providing
valuable guidance for building a highly
competitive customer offer.

4. Step 3: Value Proposition and Offer
Development
Needs Based Segmentation Framework
Core
Service
Core
Service
Premium
Core
Service
Premium
Service
Price
Perceived Value
Premium Value Offering
List Price = Z
Expected Offering
List Price =Y
Core Offering
List Price = x
Value Proposition and Offer Development
 Build value proposition using the wording
framework:
"To (Market Segment), (Product Name)
is the Brand or Product, that
(Frame of Reference) that (Differentiation)
due to (Competitive Advantage)".
 Bundle offers based on segment, adding
differentiators and “a la carte” options.
 Both products and services are important
in the development of the offering.
 Needs-Based Segmentation finds
differentiating needs and guides
building a customer offer.

5. Step 4: Pricing
Van Westendorp Pricing
Van Westendorp Pricing
Pricing Outcome of the Price Value-Map
 Set business goal for target market and
set pricing strategy appropriately.
 3 Potential Pricing Goals:
 Gain Share
 Increase Volume
 Increase Profits
 Option: Test the price “ballpark” with
VWest study.
 Use price to value map to understand
your position relative to the next best
alternative.

6. Offline
Landing Page with Offer
(capture contact via form)
Lead Documented
Lead Qualification
(In-house)
Sales Ready Lead
(CRM Pipeline to ROI)
Customer
Driven Google
search
captured via
Adwords
Customer
Contextual
Activity
Captured via
Google Ad
Network
Email
Blast
Webinar
 Exhibit
 Workshop
 Summer
Course
 Regional
Launch
Online
Targeted Messaging Flow

7. Video
Landing
Pages
Step 5: Campaign Tactics
“Room to Grow” Campaign
App
Tools
Value
Video
Compare
Guides
Web 2.0
 Pay Per Click
 Landing Page
 Webinars
 Telemarketing
 Tradeshows (Interactive Touch-Screen)
 Custom Brochure
 Social Ads
 Banner
 White Papers
 Prospecting
 Lead Qualification

8.  It is good to test your price
response when feasible, or at
least simulate it.
 You must set proactive and
reactive KPIs to monitor and
predict strategy performance.
 Monthly team meetings to
review, develop action plans and
keep a pulse on the approach.
 Implement a method to trace
ROI results to sales people,
marketing modes & CRM.
KPI Measurement – Bowling Chart
TARGET TO IMPROVE TARGET TO IMPROVE Source Jan Feb Mar Apr May
Plan 140 140 140 140 140
North America Act 287 76 163 157 77
JOP 200 216 119 119 85
Plan 42 42 42 42 42
Act 78 26 38 38 32
JOP 54 52 67 45 26
Plan 17 17 17 17 17
Act 26 24 14 7 13
JOP 24 17 20 12 3
Plan 48 48 48 48 48
Act 49 37 34 29 28
JOP 69 66 61 59 18
Plan 23 23 23 23 23
Act 37 13 23 6 9
JOP 30 38 30 21 10
OTHERLEADS
(Globalspec,
eMedia-Pubs,
Whitepapers)
Silas /
Montone
Europe
Silas /
Montone
India
Silas /
Montone
Asia
Silas /
Montone
ROW
Silas /
Montone
Direct Price Response
Step 6: Close the Loop
(MEASURE)
 It is good to test your price response
when feasible, or at least simulate it.
 You must set proactive and reactive
KPIs to monitor and predict strategy
performance.
 Monthly team meetings to review,
develop action plans and keep a pulse
on the approach.
 Implement a method to trace ROI
results to sales people, marketing
modes & CRM