Date post: | 18-Aug-2015 |
Category: |
Marketing |
Upload: | ginger-popp-clay |
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• Ginger Clay• 20+ years in Marketing• 5 years working inside your
business
• What Qualifies me?
• What does IgniteRM do?• Ignite180: Strategy &
Execution• Integrated Campaigns• Marketing Mavericks• Persona Messaging• Web Audit & Best Practices• Social Media Turn-key
Welcome
The Buyer’s Mindset
Do I have a problem? How can I do it better?
I heard that product “X” can do “y”.
I think I need to make a change.
Price? Solutions? Vendor?
Which vendor can deliver?Can I trust them?
60%67% is done
digitally(SiriusDecisions)
Shifts in the marketing landscape• Nearly half of all B2B researchers are
millennials• LOB Managers are influencing
purchasing decisions or making them• 71% of B2B research begins with a
generic search• Mobile usage is getting more play in
the research phase of a buying decision• More and more buyers are watching
video• Takes 7-12 engagements before
buyer’s engage with you
The Gap
TOP
MIDDLE
BOTTOM
Do I have a problem? How can I do it better?
I heard that product “X” can do “y.”
I am going to make a change.Price? Solutions? Vendor?
What’s happening?
• 8-9 Billion devices are connected to the internet• Most are computers, phones and tablets• Educated Buyer• Expectations are increasing• “One-size” no longer can fit all• Capx to Opex• Want information to be personal• Want information to be relevant• Want information to be timely• Social Engagements to Learn• Perception is Reality• Social Noise
What does Racing and Marketing have in common?
1. Begins with the knowledge of the road
2. Driver matters
3. Design reduces timing
4. Wing flow varies
5. Downforce is key
1. Target / Pain Points
2. Different skills required
3. Right time/ Right Place/ Top of Mind
4. One size does not fit all
5. Marketing leverages the downforce concept to attract buyers during the decision making process
Common Disconnect
1. Marketing is viewed as and IS a cost center2. Marketing is a compilation of events3. Hired a lower level marketing assistant
type person who can execute, but lacks strategy/vision
4. Lack a comprehensive plan that includes a way to communicate to existing customers, sell deeper and keep them sticky
5. No processes to track performance
Why can I not create downforce?1. Your not found2. You would not know if you were found3. You don’t know what your visitors do
online4. You don’t know who your online visitors
are5. You don’t value marketing enough to
invest in the tools to be in the know6. You are found, but not relevant enough
to engage visitors7. You don’t offer compelling relevant
information that would make someone want to continue to stay on your page
5 Ways to Attract (and be found)
1. Be Attractive2. Know Your Customer3. Be Relevant4. Connect5. Be Found
Be Attractive.
Web Presentation: Do you look innovative? Message: Do you have a compelling story? Value Prop: Does it speak to the customers pain points and buying drivers? Key Differentiators: Can you back it up?
Know Your Customer.
CIO Being pushed closer to customer demands yet required to engage in strategic initiatives designed to provide value to the internal organization and end-user
CHALLENGES Priorities have shifted from
operations to the customer, from efficiency to customer loyalty, from cost control to increasing sales
Compliance: I have PCI data all over the place. How do I secure that data?
• Bottlenecks: My team is too busy fighting fires. How do I determine where my bottlenecks are?
• Staffing: Just when I invest into and train a good IT Director, he/she is lured away by the competition
• Cloud issue: I have a bunch of servers sitting on my network. They all stand alone. How do I consolidate those and possibly move to the cloud?
• What are their top 3 priorities? How do you fill the gap?
• How do you help them mitigate that risk?
• Where do they find information?
• What content do they read?
• Who are the influencers?
• What are the key drivers?
• What are the common objections?
1. Talk about your customers problems
2. Keep it popcorn sized
3. Pay attention to aesthetics
4. Stop talking at and talk with
5. Stop pushing. Start pulling.
Be Relevant.
What is social media designed to do?
• Attract people who are like you & have similar interests
• Have a conversation• Sell
How are you doing?
What does social media NOT do?
•SELL• Be a billboard• Talk about YOU• Be a platform for manufacturer-
centric content• Not have purpose• Be Unprofessional• Be a superficial marketing push
How do I generate leads using social media?
Answer: You don’t.You generate interest.
You foster trust.
You establish credibility.
You connect.
You Inform.
You give the visitor what they want: more value.
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“Marketers use social media to sell stuff.
Buyers, however, do not.
Buyers are on social to find value.”
Value Content
Blog: How to Welcome the 21st Century Connected Parent into Your Classroom
Blog: 3 Cost Effective Reasons to Read this Before You Buy Your Next Phone System
eBook: Evaluating Simpler Infrastructure Alternatives Guides: Parents have choices. 6-Steps to increase ADA. Checklist: Security Checklist / BYOD Checklist/ Campus Safety Report: 4 Critical Elements of an IT Roadmap & 1 Bonus Industry
Finding Guide: Increasing enrollment through Digital(Media Rich)
Classrooms
Instead of Being Social, Connect.
• How do visitors consume information? 70%• Align with the customer
decision journey.• Create patterns, not
repeat messages.• Create a brand. What
does your brand stand for? • Be known for something.
LinkedIn Strategy
• Tier 1 Contacts• Sales Networking for
Leads• Social Listening• Brand Visibility• Branding through
Content• Content strategy
through strategic placement of ads
Get Ranked & Get Found
• 5.9 billion searches a day
• People searching on Google are actually looking for
something
• 10 results on a each page
• Google’s 1st page captures 89% of traffic
• Most users will not look beyond the 1st page
• Of the 89% of traffic, the 1st 2-listings capture 42% of
the visits
Where should an organization like mine begin?
1. Be Attractive2. Know Your Customer3. Be Relevant4. Connect during every stage of the decision
making process 5. Be Found
1. Sales & Marketing misAlignment1. Misaligned
strategy
2. Misaligned
thinking
3. Misaligned goals
4. Misaligned
compensation
The Value of Teamwork
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“Talent wins game, but teamwork and intelligence win
championships.”- Michael Jordan
Biggest Sales & Marketing Disagreements• Role of Marketing vs. Sales• What is a lead?• When does it become a “sales
qualified” lead?• How do we track it as it moves
through the sales pipeline?• Which “results” do we measure?
---MARKETING FOUNDATION---
• Downloads/Offers
• Events• Search Engine• Blogs• Social Media• Web Landing
Pages• Case Studies• Events• Networking• Campaigns
• Comparing• Evaluating • Referral Book
• Testimonials• Project
PortfolioCUSTOMER ADVOCACY
AWARENESS
CONSIDERATION
DECISION
• Message & Branding• Aligning Sales &
Marketing• Web Redesign• Social Media • SEO
• Content Schedule• Collateral• Proposal Redesign• Marketing Intel
• Cold Calls• Tele-
Marketing• Prospecting• Qualifying• B: Budget?• A: Authority?• N: Need?• T: Timeline?
SALES ALIGNMENT
MARKETING ALIGNMENT
Which Solution is Right For Your Customer?
Cloud Based PBX• Fully managed solution
• Local & nationwide long distance included
• Perfect for connecting multiple locations
• Anytime, anywhere access
• Predictable monthly operating expense
• Rich business app integration
• Full BYOD mobility support
• Incredible, reliable service
• Fantastic call quality & reliability
On Premise IP-PBX• Easy to administer and use
• Low operating costs and maintenance
• Perfect for large locations
• Powerful collaboration applications
• Capital expense
• Rich business app integration
• Full BYOD mobility support
• Incredible, reliable service
• Fantastic call quality & reliability
• Background on the prospect is “the” key• Start up or well established?• How do they deploy technology today?• Are they growing rapidly?• Is mobility important?• Do they desire to stay technology current?• What are their business challenges?• Is OpEx important to them?
Qualifying a Cloud Prospect
“There has got to be a shift from 2005-style marketing to attraction marketing driven by data, knowledge and ultimately content.”
2. Not measuring the transition from a MQL to an SQL.1. Online
Performance2. Social3. Email4. Events5. Win/Loss
Huh?
What should I measure? 1. Online Performance
• How many overall visits to the site?
• How many visits from different devices?
• Bounce rate?• Time on site?• Where do visitors
come from?• Referral? (Social)• Direct? (www….)• Keyword? (SEO,
PPC)• Email?
What should I measure?
1. Email & Events•Opens• Click-throughs• Bounce•Undelivered• Click-Through• Registered vs. Attended
What should I measure?
1. Win/Loss Opportunities • How many leads move
from MQL to SQL?• How many MQL/SQL
close with success? Failure?• Why did they close?• What is the % of win-
to-lose?• What are the sources of
closed opportunities?
How can you leverage downforce to attract and drive demand?
• The landscape is changing• Must align with the buyer’s
decision making process• Must be attractive• Know your target• Relevant & Connect• Be found• Influence change by aligning
and marketing• Measure, rinse, repeat
Downloads & Contact Details
Email: [email protected]: Ginger Clay
Twitter: @GingerClayCom OR @IgniteRMwww.igniteRM.com