5. Old One to many Synchronous “Push” marketing Geographic barriers Unique Selling Proposition Sales funnel 5
6. 6 Old Marketing Paradigm The Sales Funnel Leads Sales Cycle Sales Revenues
7. New Many to many Asynchronous “Pull” marketing Geographic boundaries fall UBN: Unique Buying Need Buying funnel 7
8. 8 New Marketing Paradigm The Buying Funnel Prospects Buy Cycle Customers
9. 9 Strategic Marketing Uses Market Research SWOT Competitive and Customer Intelligence Product life cycle Demographics, psychographics… Marketing Personas! Based on business vision, mission, goals
43. 16 Based on vision, mission, goals On-Going Branding, Customer Retention Direct Response Marketing: Offline and Online, Direct Mail, PR, Ads, Trade Shows Collateral Design: Logo, Web Site, Brochures Company Vision, Mission, and Goals
44. 17 Benefits of Strategic Marketing Intelligent decision making Tied to business objectives Aware of industry, competitors Customer-Centric!
46. 19 Market Research Identify industry concentrations Identify profitable customers Maintain accurate database
47. Customer Touch Point Map List every customer touch point Marketing Sales Product Delivery Customer service Accounting Travel to events I.D. friction points and fix them 20
48. 21 Know Your Customer Survey customer satisfaction Know defection rates Survey customer needs - new products Frequent communication 6-12/year -> 12-24/year
49. New - Marketing Persona George the Loyalist Meet George. He’s 63 years old and comes from a Big 5 consulting background. He’s married, has grown children and grand kids. He has a boutique firm with three partners. George has a tremendous work ethic and still works long hours. He is extremely generous to his family, especially the grandkids. Now George is wondering if he should retire when he had planned or work a few more years! George is an early Baby Boomer. He grew up with the Vietnam and Cold wars, the McCarthy hearings, the Kennedy/King assassinations, Woodstock, women’s rights and the moon landing. He prints out pre-conference materials before the conference. He likes receiving the postcards and also responds to email. He wears glasses, and he didn’t grow up using computers so much, although he has learned and adapted to succeed. With his big consulting background, he expects very high quality content at the conference. He is very loyal and really values networking and face-to-face time with his peers. 22
50. 23 Customer-Centric Marketing Greater return on investment Increases market responsiveness Helps increase market share Closer to customers
51. 24 Integrated – Response Compression Trade Show Website Ad Brochure Telemarketing Article Direct Mail Seminar
52. 25 Integrated – Response Compression with New Tactics Trade Show Website Ad Brochure Telemarketing Article Direct Mail Seminar
53. “Old” SEO(still working) Meta Tags Content - rich with keywords Links Changing content – dynamic sites 26
55. 28 Results-Tracking in the Marketing Plan Every activity must be measurable Online marketing easier to track Results must be forecast Results must be tracked to plan
60. 33 Create Your Marketing Plan Research markets and competitors Know your customers Determine your strategy and position Plan and budget marketing activities Track and measure results Revise and refine as you go
61. 34 Jennifer Beever Follow me: CMO for Hire Strategic Marketing Consulting Certified Inbound Marketing Professional 818-347-4248 www.newincite.com Don’t Leave Your Marketing to Chance