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Relationship marketing

Richard Mattson, The Partner Marketing Group Let’s Make a Real Plan that Works!. Relationship marketing. Agenda. Welcome & Introductions A Glimpse at the Possibilities Business’s mission Back to the fundamentals What makes a great relationship? Contrast—SCM vs. CCM

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Relationship marketing

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  1. Richard Mattson, The Partner Marketing Group Let’s Make a Real Plan that Works! Relationship marketing

  2. Agenda • Welcome & Introductions • A Glimpse at the Possibilities • Business’s mission • Back to the fundamentals • What makes a great relationship? • Contrast—SCM vs. CCM • A case that worked and one that didn’t • Phases of a relationship and marketing’s role in each phase • Building a profitable RM program

  3. A Glimpse at the possibilities Revenue of a Technology Company Comparing Strong vs. Weak Relationships 64% 56% 50% 148% Source: Proprietary Company Analysis

  4. One argument What is business’s mission? Business’s mission is to grow shareholder value! Business’s mission is to create and serve customers!

  5. To be successful, businesses must • Create and serve customers • Grow shareholder value • If a business over-emphasizes one at the expense of the other, it may see some short-lived “success spikes” in the direction of its focus, but it will not survive long term What is business’s mission? Huh?! Whazza?!

  6. Another argument What drives effective RM? Naah! Effective Relationship Marketing relies on really nailing the marketing basics. It’s more about the “M” in “RM!” Effective Relationship Marketing brings out the humane side of the business. It’s about the “R” in “RM!

  7. Relationship Marketing is not an alternative approach to marketing; it is how effective companies in the 21st century will market. • It calls for making hard, focused marketing decisions such as rigorous customer selection and product portfolio • And it calls for infusing your marketing with powerful Human Factors • A business that over-emphasizes one at the expense of the other will face sub-optimal performance compared with competitors who balance these dimensions. What Drives effective rm? Aaaargh?! #%!0#?!

  8. the product-customer basics • Economic segmentation • Profitable, unprofitable relationships • Customer defections • Your strengths and weaknesses • What are customers buying, not buying? • How will you adapt? • Kinds of customers • Nature of offerings • Differences among your competitors & their customers • Where are your competitors successful and not? Why? • Gap analysis • Competitive opportunity • Unmet opportunities

  9. Understanding the relationship piece is critical to driving the customer value formula This is where “Human Factor Marketing” plays The softer side of rm Is this going to get all touchy feely? Not with you, bozo brain!

  10. What makes a great personal relationship? (Think about your best friends.) What makes a great vendor-customer relationship? First, Let’s do some work together

  11. Once you’ve done the work to refine your “customer value” strategy, you can turn to the Human Factors in marketing. Human Factors activate your communications strategy, bringing the emotional dimension into your strategy. Customer Value + Human Factors = The Total Entity…but it does not describe how to effectively move that “Total Entity” into the market. That is the job of your Relationship Marketing Strategy. The role of human factor marketing

  12. Steps toward Human factor marketing

  13. Identify some critical characteristics of an effective relationship marketing program? Brainstorm

  14. It replaces start-and-stop campaigns with an ongoing engagement process. It becomes the way you go to market. It recognizes that prospects are at varying stages of the buying process at all times (including those “resting” customers who have no immediate need). It hinges on trust, providing value, relevance, and synching with customer rhythms. Thinking about an rm strategy Is he going to get to the point? Soon, I hope!

  15. Relevant solution & engagement options Relevant gifts of value Components of an RM program

  16. Hold Live Event Deepen Solution Awareness - case study Quick customer stories Offer onsite assessment Relevant business insight Relevant business insight Elicit hidden pains Relevant business insight Offer on-demand webcast based on event Offer on-demand webcast based on event Elicit hidden pains Relevant gifts of value Relevant solution & engagement options Tele check-in Business Insight Let’s build a basic program Timeframe—about a year BANT Touches 1 2 3 4 5 6 7 8

  17. Revenue, cost Benefits of RM

  18. Is he finally done?! Shuddup, you idiot!!

  19. The Partner Marketing Group • Virtual Marketing Director Program at www.thepartnermarketinggroup.com • Other Services • Marketing Resource Desk • Marketing Collateral Audit • Outsourced Project Management • Newsletter content subscription service (coming soon) • And more. If You Need More Help… Free Partner Channel magazine subscription: http://www.thepartnerchannel.com/register.asp

  20. First 10 attendees from TPE that sign-up on website get a complimentary Marketing Audit • Review your existing marketing materials and provide feedback • Review and evaluate up to 5 marketing pieces: • company brochures • sales collateral • event invitations • direct mail pieces • newsletters • Sign-up: http://www.thepartnermarketinggroup.com/contact.php Free Offer! $750 Value!

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