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22 Insights from Transformational Marketing: Moving to the TopRight

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How can you generate organic revenue growth and move your organization to the TopRight corner of your market? Through Transformational Marketing. TopRight companies drive growth through excellence in the 3S’s: they tell a simple Story, they create a clear, compelling Strategy, and they align Systems to execute flawlessly. Learn more about engaging customers and driving results through Transformational Marketing.

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22 Insights from Transformational Marketing: Moving to the TopRight

  1. 1. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 1 22 Insights from Transformational Marketing: Moving to the TopRight @TopRightPartner
  2. 2. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 2 To achieve simplicity in your story, begin by asking “why.” Keep asking why until you identify the one thing—the essence—of why you matter. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  3. 3. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 3 Compelling stories resonate when the audience can put themselves at the center of the story. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  4. 4. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 4 The customer is the hero, and the story is about their journey, with you as the guide to help them navigate that journey successfully because of what you do for them. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  5. 5. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 5 Your Brand Story must be simple, clear, and aligned with your customer’s wants and needs. It must also be bold. It must encourage exploration. It must lead the customer and audience to a place where they want to learn more. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  6. 6. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 6 The most successful brand stories are a combination of art and science—they balance rigorous analysis to identify actionable audience insights with the creative ideation and the artistic expression of a storyteller. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  7. 7. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 7 You have about a 6-second window for making a connection. Six seconds to give your customers, your audience, a reason to care…a reason to want to learn more. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  8. 8. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 8 Marketing, more specifically branding, is all about storytelling – the story of your brand, built into your brand. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  9. 9. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 9 If it’s not generating money for your company, focusing on the “fun” side of branding at the expense of hard science is like tossing fistfuls of cash out the window, music blasting, while driving down the highway. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  10. 10. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 10 Chief Marketing Officers (CMOs) are tasked with figuring out how to create not just good customer experiences—but profitable customer experiences. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  11. 11. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 11 The path to purchase, post-sale repeat purchase, and advocacy is no longer a direct route down the traditional sales funnel. It’s more like a spiral. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  12. 12. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 12 Marketing is an investment, pure and simple, not an optional expense or a luxury. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  13. 13. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 13 Story without Strategy is Art; Story with Strategy is Marketing @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  14. 14. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 14 Unlike the popularized “Buyer’s Journey,” the Customer BuyWay doesn’t end at the purchase stage, but rather encompasses the entire customer lifecycle @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  15. 15. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 15 Just as you should think twice before you pour your 401(k) funds into high-risk tech stocks or your neighbor’s latest startup idea, so, too, should you think carefully before you gamble your marketing budget on a risky bet when you likely have more solid marketing options out there. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  16. 16. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 16 Customer insights that drive decision- making must be both relevant and timely. Compiling such information is an enormous burden for nearly every company on the planet, but it’s a necessary one. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  17. 17. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 17 The marketing investment approach, combined with creative drive, gives marketers an even greater ability to build brand and drive value for their company. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  18. 18. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 18 In and of itself, MarTech will not give you a new brand story, develop a winning strategy, or get more customers to buy your products and services. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  19. 19. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 19 MarTech can serve as a scientific decision support system for making the right investments, in the right amounts, at the right times, to optimize overall returns on marketing investment for the company. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  20. 20. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 20 Apply science and art to your marketing efforts, and you can create productive conversations to engage your customer. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  21. 21. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 21 You have to develop a deep understanding—backed by some real scientific rigor and creative magic—of your market and your customers. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  22. 22. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 22 The best strategies are only as effective as their tactical execution. @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight
  23. 23. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 23 To truly transform, marketing must get all 3S’s right: the right Story, the right Strategy, the right Systems, all measured through the lens of Simplicity, Clarity and Alignment. Download Transformational Marketing: Moving to the TopRight at move.toprightpartners.com/movetopright1 @TopRightPartner22 Insights from Transformation Marketing: Moving to the TopRight

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