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LRC Marketing Group We Make Your Vision a Reality
Concept to Launch in 45 Days
LRC Marketing Will Make Your Vision A Reality
Presented by Lisa CassidyMarch 25, 2015
LRC Marketing Group We Make Your Vision a Reality
There’s a Lot Riding on Content
In Forrester’s most recent survey of business decision-makers, they state that today’s buyer is two-thirds to 90% of the way through their purchase journey before they reach out to the vendor.
They go on to say that 68% of survey participants state that the vendor’s website is an important source of information when researching and evaluating technologies and services to purchase.
That’s a lot riding on content.
Are you satisfied with what your audience is reading about your company?
LRC Marketing Group We Make Your Vision a Reality
Today’s Buyer
Today’s Buyers are more educated. They don’t need to speak to sales until much later in the sales cycle.
Buyers are going online and to social resources as sources for decision making.
In today’s market, the Buyer’s
goal is to qualify the SELLER as
opposed to the other way
around.
“The hunter has become the hunted.”
“How sales people want to sell has little impact on how buyers are choosing to buy.”
LRC Marketing Group We Make Your Vision a Reality
Give The People What They Want
The easiest way to win business is to give the people what they want.
That means providing the information they need when they need it
and in the format they want it.
A thought out content management strategy covers all phases of the decision-making process and in multiple formats i.e. articles, video, third party references.
It also emphasizes Thought Leadership. Build credibility and trust while educating your audience and they’ll keep coming back.
Today content can be delivered in many ways…educational or on-demand videos, blog
posts, white papers, social media posts,
newsletters, articles, webinars, newsletters
and more.
LRC Marketing Group We Make Your Vision a Reality
Marketing Does More Than Create
Awareness & Interest
B2B marketers have the tools to efficiently engage prospects in the upper and middle part of the funnel – well beyond the early stages of awareness and interest.
The New Marketing & Sales
funnel enables marketing to
connect with prospects for
much longer - almost to the point of purchase.
The Goal: Get salespeople to spend most, if not all, of their time selling to prospects who are deep in the funnel and likely to buy.
LRC Marketing Group We Make Your Vision a Reality
Marketing Must Deliver SALs
Marketing must deliver Sales Accepted Leads (SALs) -
The Most Important Step in the Demand Creation Process
By definition, a SAL has met specific characteristics of a sales ready lead. As a result, sales has agreed to take action within a specific timeframe.
This is important to to both sales and marketing for 4 reasons:
Confirms that sales people or partners are acting on delivered leads.
The rate of acceptance or rejection reveal lead management and quality problems that can quickly be addressed. The goal: lead acceptance rates of 90% or higher.
Starts the clock on follow-up…within 24 hours is a best practice, longer than 72 business hours is not acceptable.
Rejected leads are automatically rerouted back to marketing or teleprospecting for further attention/nurturing.
LRC Marketing Group We Make Your Vision a Reality
How Marketing Creates SALs
Audience Development & Segmentation – good data is essential for great campaigns; create, develop/clean and segment targeted prospects
Content Creation/Management/Repurposing – create content that informs, educates, entertains and solves a problem; custom messaging
Integrated Marketing Campaigns – present content in a variety of channels in order to get noticed; create inbound leads
Teleprospecting – test messaging and assess interest, knowledge, pain points, buying stage, timeframe for purchase, key players/decision makers, obstacles, budget, etc
Lead Qualification/Identification/Generation Process - MQL -> SAL -> SQL
Marketing Automation – maintain ongoing lead/contact nurturing, scoring and routing until a lead is sales ready
LRC Marketing Group We Make Your Vision a Reality
Focus on What You Do Best
We promise to do the same.
Tell us about your company, your goals, your customers, your successes.
We’ll take it from there.
LRC Marketing Group We Make Your Vision a Reality
The Benefits of Outsourcing Marketing
Instant access to an entire team of experts – Strategists, Project Managers, Marketing Analysts, Database Managers, Market Researchers, Telemarketers, Copywriters, Designers, Videographers and more.
Free up time taken from in-house resources aka Sales
Benefit from our experience – let us present you best practices instead of scrambling to figure it all out on your own
During a high growth phase, it is usually faster and cheaper to outsource
Use us when you need us - Avoid fixed costs associated with permanent hires
And lastly…
LRC Marketing Group We Make Your Vision a Reality
Over the past 10 years, LRC Marketing has gathered a team of experts to take mid-size technology organizations, like yours, to the next level.
Let LRC Marketing get your marketing program off the ground in
just 45 days.
What you can expect to see by launch…
A Customized Market Plan & Estimated Campaign Budget
A fully implemented Marketing Automation tool for nurturing leads
A Social Media strategy that includes text, video and webinar posts
Integrated Landing pages & Forms
Email Marketing & Drip Programs
Webinar Promotion & Facilitation
Telemarketing & Lead Generation
We’ll Hit The Ground Running
LRC Marketing Group We Make Your Vision a Reality
Let LRC Make Your Vision A Reality
LRC Marketing Group We Make Your Vision a Reality
LRC’s Four Step Process
LRC's Four Step Process – Assess, Strategize, Execute & Evaluate -
intertwine the best of B2B marketing with industry best practices including Market Planning & Segmentation, Integrated Marketing Campaigns, Marketing Automation, Content Management and more.
LRC Marketing Group We Make Your Vision a Reality
Concept to Launch [C2L] in 45 Days
Client Questionnaire
Kick-off Meeting
Market Planning & Development
CRM & Marketing Automation Integration
Campaign Execution
LAUNCH!
Tracking & Reporting
Next Steps
Pre-Kick-Off
First Day
12 Days
12 Days
21 Days
45 Days
Throughout
60 Days
LRC Marketing Group We Make Your Vision a Reality
C2L in 45 Days – Assess
Every client engagement begins with a questionnaire.
Be prepared to spend one meeting discussing the following…
Targeted verticals & geographic reach (customers versus prospects)
Description and/or profile of your most profitable/ideal customer/prospect
3-5 Closest Competitors
Target Audience Pain Points
3 Success stories (approved for case studies, video testimonials, quotes)
Current Sales process (from suspect to post sale)
Current marketing tools
Campaign budget/resources
LRC Marketing Group We Make Your Vision a Reality
C2L in 45 Days – Strategize
Based on information from the questionnaire and the initial strategy meeting, LRC will develop a market plan. Market plans typically include the following:
Situational Overview
Industry Review
List Analysis/Health & Development Options (D&B NetProspex)
Size & Scope of Market by Geography/Vertical
Competitive Review (3 Companies: Review of Messaging, Pricing, etc)
Recommended Marketing Automation software for your organization
Integrated Marketing Campaign Concept, Messaging & Design (includes Email Messaging, Landing pages/Lead Boxes/Forms, Telemarketing goals/scripts and more)
MQL & SAL Goals
Recommended Tracking Tools
Campaign Schedule
Campaign Budget
LRC Marketing Group We Make Your Vision a Reality
C2L in 45 Days – Execute
List Import & Segmentation
Lead Scoring Criteria
Campaign Set-up (in MA software and CRM)
Integration of Marketing Automation & CRM Campaigns (auto or manual)
Adding Web Site Tracking Code to web site headers (for tracking visitors)
API Connectors (Landing pages, webinar tools, etc)
Creation of Custom Branded Forms
Creation of Custom Branded Email Templates
Creation of Autoresponders
The first part of Execution is setting up your Marketing Automation software. Think of your MA software as your marketing dashboard. It is the central point for tracking all prospect activity. MA prep requires the following steps:
LRC Marketing Group We Make Your Vision a Reality
C2L in 45 Days – Execute
The second part of Execution is Marcom and Campaign Development.
Every C2L campaign includes:
3 Individual Emails or 1 Drip with 3 Emails (Copy, Design, Images, Links)
1 Landing Page
1 Autoresponder email
10 hours of teleprospecting - to test and assess messaging and SAL criteria
3 Social Media postings/month (LinkedIn, Twitter, Facebook, You Tube)
1 Webinar Facilitation
1 Photo-based video (3 minutes) or 1 on-demand webinar video
1 Success story Write-Up
LRC Marketing Group We Make Your Vision a Reality
How It Works
LRC Marketing Group We Make Your Vision a Reality
Day 45 – LAUNCH!
LRC Marketing Group We Make Your Vision a Reality
C2L in 45 Days – Evaluate
The final step involves:
Setting up and circulating Campaign Reports
Weekly Meetings to review progress/changes to campaign
Lead Actuals against Goals (MQLs, appointments, etc.)
Marketing Campaign Summary Review/Suggestions for Improvement
Discussion of next 45 days
LRC Marketing Group We Make Your Vision a Reality
The Choice Is Yours
The decision to outsource marketing function can be both strategic and tactical. Many companies have a philosophy of outsourcing any activity that is not core to their business.
At the tactical level, companies often find themselves strapped for marketing resources to respond to a rapid or unexpected change in the business or perhaps an increased volume of marketing campaigns.
Only you know what is right for your organization.
The Choice is Yours Assemble your own team in-house Outsource Do Nothing – Is this really an option?
LRC Marketing Group We Make Your Vision a Reality
Our Philosophy
Since 2004, LRC Marketing Group has been in the business of implementing targeted strategies, integrated solutions and superior results. Whether we are supporting a Fortune 500 company or start-up, our goal is the same – professional marketing services that yield results.
Our team of experts get together to evaluate your company’s situation, then devise a plan that is aligned with your company’s goals.
We leverage the experience and knowledge of our team to build a strong foundation for our clients to expand upon.
This often means helping to hire, train and transition to an in-house marketing team in order to secure ongoing growth for our client.
LRC Marketing Group We Make Your Vision a Reality
Our History
The mission was to provide small to mid-size companies a virtual network
of experts and resources, typically only available to larger companies, at
a fraction of the cost.
Within just a year, LRC Marketing built up a client base ranging from well known names like Capital One, to start-ups like, Avaki (acquired by Sybase later that same year.)
Today, LRC’s virtual team is made up of project managers, database managers, market researchers, analysts, teleprospecters, designers, videographers and writers focused on the needs of small to mid-size technology companies.
After almost a decade of launching major marketing initiatives for large companies including Pratt & Whitney Power Systems, Northeast Utilities/Select Energy, Ernst & Young, Circuit City and Carmax, Lisa Cassidy, Senior Marketing Strategist & Founder, began LRC Marketing Group in 2004.
LRC Marketing Group We Make Your Vision a Reality
Our Team
LRC Marketing Group is made-up of executives in their respective industries.
Each member of the team has excelled in their field for a minimum of 20 years and in most cases holds an advanced degree and/or certification demonstrating mastery in their area of expertise.
In addition to our executive team, we have a team of people focused on cutting edge new technologies. This group funnels new ideas to the executive team members in order to maintain ongoing development of the LRC Marketing tool set and vendor base.
LRC Marketing uses a variety of vendors who have been chosen carefully for their ability to solve business needs and integrate with marketing automation tools like Pardot and ActiveCampaign.
LRC Marketing Group We Make Your Vision a Reality
Hear What Our Customers Are Saying
“As a repeat client of LRC Marketing over the past 10 years, I can say with confidence that Lisa and
her team are great at what they do. Repeatedly, LRC stepped right in and created a marketing
infrastructure from the ground up with very little resources and budget. In recent years, this has
included the addition of Pardot, a marketing automation tool that integrated seamlessly with
Salesforce.com.
I highly recommend LRC to anyone looking to build a solid B2B strategy through integrated
marketing and marketing automation.”
-- Dean Richards, VP Business Development, DocuLynx
LRC Marketing Group We Make Your Vision a Reality
Hear What Our Customers Are Saying
LRC Marketing Group was an exceptional marketing partner for ALT. They listened to our needs,
managed our customer email and print communications AND handled the entire management of the
HP Marketing Subsidy program quarter after quarter.
What stands out with LRC was how independent and reliable they were. Working with LRC took very little
of our time. We spent about 1 hour per week sharing campaign results, customer feedback and
brainstorming new promo ideas for the coming month. By week 3, we had a solid campaign ready to roll
in time for end of month sales pushes.
It was a delight to work with the LRC Marketing Group.
-- Scott Treher, President, ALT
LRC Marketing Group We Make Your Vision a Reality
C2L & Subscription Pricing
Completion of C2L in 45 days -> $10k
25% to start Assess/Strategize/Market Planning 25% to start Marketing Automation Set-Up 25% to start Campaign Development & Execution 25% at 45 days i.e. Program Launch
Plus Subscriptions Marketing Automation Basic Pro Plus(Up to 1000 contacts, 2500 for plus) $17/mth $49/mth $149/mth
Landing Pages $25/mth $40/mth $67/mth
D&B NetProspex Free data analysis
Go To Webinar Free through LRC Marketing Subscription
Video Development/Editing Free through LRC Marketing Subscription
Video Storage/Sharing Free or $25/mth for analytics
File Storage/Sharing Free or $9.99/mth for 1 TB
LRC Marketing Group We Make Your Vision a Reality
The LRC Difference
If you believe that your company has the potential to be more than it is today, let LRC Marketing Group help get you there.
LRC’s 4 Step Process – Assess, Strategize, Execute &
Implement can bring your marketing program from concept to
launch in just 45 days.
From there, it’s up to you. LRC can transition to an in-house person or we can continue to implement campaigns as an extension of your sales & marketing team.
It’s your call. Take the next step today.
LRC Marketing Group We Make Your Vision a Reality
To Learn more, contact:
Lisa CassidySenior Marketing Strategist & FounderLRC Marketing Group
781.879.6222 | [email protected] | www.lrcmarketing.com
LRC Marketing Group We Make Your Vision a Reality
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