Marketing That Really DeliversApril 8, 2014

Agenda

① Position your company and find your superpower

② Define goals③ Make it happen

Position Your Company

Michael Porter’s 5 Forces

Buyer PowerOutcome:

Barriers to Entry

Substitute PowerRivalry

Supplier Power

Find Your Superpower

Core Competency

A unique ability that a company acquires from its founders or develops and that cannot be easily imitated. Core competencies are what give a company one or more competitive advantages, in creating and delivering value to its customers in its chosen field.

Your Core Competency:

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Competitive Advantage

Competitive Advantage is the strategic advantage one business has over its rivals within its competitive industry. Achieving competitive advantage strengthens and positions a business better within the business environment.

Your Competitive Advantage:

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Positioning Grid

Low Cost Differentiator (high prices)

Specific Population

General Population

Define Goals

World Domination? Let’s Start at Square 1!

• Improve lead generation• Shorten sales cycle• Increase recurring business• Increase deal size• Sell into other departments• Create more brand awareness• Develop thought leadership• Breaking into a new market

Key considerations

• High traffic = High sales• Constant communication = constant

engagement• Sold out event = increased revenue

Make It Happen – Marketing Plans Matter

Because Of This

Creating a Marketing Plan

Key Elements of a Marketing Plan

• What divisions/departments/products or service offerings need marketing support?

• What initiatives are you running for each division/department?

• What are the goals for each initiative or campaign?• What elements are included in each initiative?• What is the path?• What are the measurements?• What is the timeline?• Who is in your team?

Goals

Path

Metrics

Important Elements of your Plan

An Important Part of your Marketing Plan:The Editorial Calendar

Or Your Blogging Calendar

Digital Analytics - Google

Google Analytics – Traffic Sources

Social Media Analytics

Facebook metrics

You made it!

Kirsten Furman and Miriam Christof

miriam@justjumpmarketing.com

Call me at 781.366.5549

Follow me on Twitter: @miriamchristof

Visit our website: www.justjumpmarketing.com

Let’s have a coffee!