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7 steps to successful marketing

7 steps to successful marketing. Go To Market Pty Ltd David Paddon, Director David@gotomarket.com.au. 7 steps to successful marketing. Identify marketing needs that drive revenue objectives Out-position competitors: differentiation AND value Build customer relationships through marketing

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7 steps to successful marketing

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  1. 7 steps to successful marketing Go To Market Pty Ltd David Paddon, Director David@gotomarket.com.au

  2. 7 steps to successful marketing Identify marketing needs that drive revenue objectives Out-position competitors: differentiation AND value Build customer relationships through marketing Plan for marketing ROI Determine the right program mix Beat the devil in the data Automate marketing - myth or reality

  3. 1 Identify marketing needs that drive revenue objectives Where do I focus? What will be the return? Commitment + Discipline= Sales Pipeline Predictability Business Development: A must-have core competency in difficult times

  4. Decision Framework Retain Expand Grow Innovate

  5. Reference –Marketing Repeatable solutions Build relationships Sales and Service led Retain Expand Offer based Programs Targeted messages Customer benefit centric Grow Innovate

  6. 2 Out-position competitors: Differentiation AND Value Market to the customer NEED Products don’t have an inherent value Only a customer’s need gives it value

  7. Buyer needs and relative competitor performance Strategy Canvass Competitor B High Competitor A Med Competitor C Responsiveness Fix cost projects Industry specific IP Low Desktop integration Training and Support ERP and CRM Integration Reference Customers for ROI Understanding of Business Needs

  8. How to articulate it (…from Solution Selling)

  9. 3 Build customer relationships through marketing Who? - Interesting.. - Let’s talk… Sales Engagement Relationship Building 1:1 solution selling 5-7 touch programs and nurturing Awareness – Trust – Association - Familiarity

  10. 4. Plan for marketing ROI Marketing Selling Target Market 300 Contacts 5-15% hit BANT Qualification Evaluation Win Sales Ready Lead 30 20 12 6 3 Marketing Execution Budget, Approx Budget $8K Win revenue $90K

  11. What is a lead? Budget Authority Need Timeframe PRODUCT Selling SOLUTION Selling

  12. 5. Determine the right program mix

  13. Social Media Tips Monitor what’s being shared About you Find where your audience hangs out Promote your content and other content Produce content your audience will love

  14. 6. Beat the devil in the data Customer Data is your IP How: Use Microsoft CIT Smart Data: FirmographicX

  15. 7 Automate marketing - myth or reality Imagine a Virtual Campaign Centre Dedicated Marketing Account Manager End to end execution of automated campaigns Re- usage of existing material (eg Microsoft portal) 70% of all work automated and repeatable EXPERIENCE + PEOPLE + SYSTEMS = SPEED + COVERAGE + ROI

  16. Quarterly Lead Generation Program Budget: $8K Target list: 300 Generating 12 qualified leads Resulting in 3 sales with a Revenue of $90K Dragging service revenue, total $180K ROI 24:1

  17. Start on Monday…….!!!!! Up-selling & Cross-selling to your small and mid-size customers Workshop Thursday 4.00pm to 5.40pm Room: Arena 1A

  18. THANK YOU Come and see us at the stand Contact us: david@gotomarket.com.au, 0414 997942

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