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Marketing Strategy Hacks

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What do you do when all your marketing results stink? Sometimes you have a problem that is underpinning all of your marketing efforts. This presentation talks about testing you can do to see if you have a problem with your underlying positioning and strategy.

Publié dans : Marketing
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Marketing Strategy Hacks

  1. 1. April Dunford @aprildunford RocketWatcher.com What to do when all of your marketing results stink MARKETING STRATEGY HACKS
  2. 2. Been there, done that, have a closet full of ugly t-shirts 6: Startups 4: Exits 3: Big Co’s (because, exits) $2B: Exit value 10: Launches 0 - $20M: Budgets
  3. 3. Sometimes it feels like nothing works
  4. 4. Signs You May Have a Problem Tactical Optimization Can’t Fix •  Growth is stalled. •  Your metrics overall kinda suck. •  Your lead quality is low. •  Your sales team hates you.
  5. 5. There May Be an Underlying Problem That’s Holding You Back
  6. 6. Example Situation: Acquisition - inherited team, programs. Responsible for $300M pipeline, $10M budget Target: banking and insurance CIO’s Problem: Flat to negative growth Hypothesis 1: Lousy execution Action: Optimization freak out Result: meh Hypothesis 2: Stale tactics Action: New tactics testing Result: underwhelming Conclusion: “Dude the Economy blows, let it ride”
  7. 7. Wait, WHAT!? Then I sit on sales calls to hear my best rep do calls with IT leads… Could you pass me to the head of sales? My best rep Me
  8. 8. All My Amazing Marketing Stuff Messaging Email lists Content Events Call scripts Web content Ad Campaigns Landing Pages
  9. 9. Perfectly optimized for the WRONG BUYERS Messaging Email lists Content Events Call scripts Web content Ad Campaigns Landing Pages
  10. 10. Messaging Email lists Content Events Call scripts Web content Ad Campaigns Landing Pages
  11. 11. It’s Strategy Hack Time
  12. 12. Advanced Easy Market Strategy: 2 Things To Hack Around With 1.  Target “Buyers” 2. Market
  13. 13. 1/ Finding the best marketing target
  14. 14. Potential Marketing Targets (B2B) SolutionEnd Users Managers Functional Execs Overlay Functions (IT, HR, Finance) Cross- Functional Execs Who is important shifts as the market shifts
  15. 15. How to Select the Best Target 1.  Who does our value resonate with the most? 2.  Who is the easiest to reach? 3.  Who has the most influence on a purchase? 4. Which audience is underserved (Where is the competition the weakest)?
  16. 16. Example: Picking a Target End Users Function Heads C-Level Execs Understand the Value H M M Easy to Reach H M L Purchase Influence L M H Underserved H L L Solution: Tool for business analysts to improve requirements management process
  17. 17. Example: Picking a Target End Users Function Heads C-Level Execs Understand the Value H M M Easy to Reach H M L Purchase Influence L M H Underserved H L L Solution: Tool for business analysts to improve requirements management process Selling Here
  18. 18. Example: Picking a Target End Users Function Heads C-Level Execs Understand the Value H M M Easy to Reach H M L Purchase Influence L M H Underserved H L L Solution: Tool for business analysts to improve requirements management process But this looks Interesting (and scary)
  19. 19. Can We Really Sell Here? End Users Function Heads C-Level Execs Understand the Value H M M Easy to Reach H M L Purchase Influence L M H Underserved H L L Tests: ü  Marketing Content (making the case to your boss for XX) ü  Offerings - Free Trial, Free for end users, managers pay later ü  Pricing Models – per user vs. per enterprise More deals, higher close rates, increased pipeline velocity
  20. 20. 2/ Finding the best market to position your solution in
  21. 21. Every Product Can be Positioned in More than One Market VS.
  22. 22. Sometimes the Market You’re Currently Positioned in Just Sucks
  23. 23. Market Frame of Reference Signals Many Things to Your Market 1.  Competitive comparable 2. What you are good at (and bad at) 3. What your price should be 4. Who you are for
  24. 24. I know what you are, you’re a Data Warehouse But I thought I was a database! Market Repositioning Example
  25. 25. Positioning Comparison Database Data Warehouse Competitive Alternative Oracle, Microsoft Crummy startups Expected Strengths Be better than my current database at everything Be better than my database at running a wicked fast query on a big data set Expected Price $$ $$$$ Who is This For? Pretty much every business Businesses who need to analyze a big data set
  26. 26. Positioning Comparison Database Data Warehouse Competitive Alternative Oracle, Microsoft Crummy startups Expected Strengths Be better than my current database at everything Be better than my database at running a wicked fast query on a big data set Expected Price $$ $$$$ Who is This For? Pretty much every business Businesses who need to analyze a big data set
  27. 27. How Can You Tell if Your Market Positioning is a Problem?
  28. 28. Testing Your Positioning Symptoms Tests Prospects don’t get what you do Test messaging that sets you against a different comparison product. Your value prop is weak Interviews/Surveys – why do current customers love your stuff? Does it match your messaging? Prospects think you’re “me too” Interview/survey customers – what do they think sets you apart? Does that match your messaging? Competitors are killing you Interview/survey customers - what was #1 buying reason? Is there a different market that cares more about that?
  29. 29. What is it As short as possible statement that describes what you are. Target Segment The specific target market you are targeting in the short term Market Category The market that you compete in Competitive Alternatives If your customers don’t use you, what do they use Key Benefit The biggest benefit that your target market derives from your offering Primary Differentiation The one thing that sets you apart the most from the competitive alternatives Capture and Revisit Your Positioning RocketWatcher.com
  30. 30. Thanks! @aprildunford RocketWatcher.com

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