This session will discuss implementing marketing strategy and tactics and will include how to: * develop messaging and positioning * validate pricing * select the right lead generation and nurturing tactics; and * put together a defendable, adaptable and effective marketing plan. Alyssa Dver is the author of the new book, “No Time Marketing: small business-sized steps in 30 minutes or less”. As Chief Executive of Mint Green Marketing, she consults with all sized companies on how to optimize their marketing to generate profitable leads and sales.

1. Masterful & Mindful Marketing
Presented by:
Alyssa Dver

2. Ms. Marketing
• Author of:
• No Time Marketing: small
business-sized steps in 30
minutes or less
• Software Product
Management Essentials
• Chief Executive, Mint Green
Marketing, www.mintgreenmktg.com
• Contributor to: Forbes,
BusinessWeek, Entrepreneur, Promo,
Readers Digest, Software Magazine,
etc.
• 2007 BusinessWeek Female
Entrepreneur to Watch
@ 2009 Alyssa S. Dver

3. Agenda
1. Review what marketing is and what it
should be doing for your business
2. Recap step-by-step “no time” method to
build a solid, defendable marketing plan
3. Positioning & Messaging
4. Validate pricing
5. Lead generation: PUSH
6. Lead fostering: PULL
@ 2009 Alyssa S. Dver

4. Marketing Definition
Marketing identifies, attracts, fosters
and retains qualified sales leads.
Marketing Objective:
…profitably find prospects and then help them
make efficient buying decisions.
@ 2009 Alyssa S. Dver

5. The No Time Cure
Step 1: do a marketing
inventory
Step 2: fill in the missing
blanks
Step 3: develop powerful
positioning and
messaging
Step 4: validate pricing
Step 5: acquire new leads
Step 6: foster leads
Step 7: create a
defendable
marketing plan
Step 8: refine plan over
time
@ 2009 Alyssa S. Dver

6. Step 1: 30 Magic Questions –
Your Marketing Inventory
@ 2009 Alyssa S. Dver

7. Step 2: Obtaining the missing answers
@ 2009 Alyssa S. Dver

8. Step 3 : Develop powerful positioning
and messaging
A positioning statement basically says what you provide, why
is it the best, who it benefits and how:
For [describe target customers/businesses]
[Your Company] provides
[Describe product/service in layman terms]
that
[The benefit of using your product/service instead of alternative
means to address the problem].
Unlike other solutions, our product [compared to the
competition, describe why your offering is uniquely valuable].
@ 2009 Alyssa S. Dver

9. Messaging Exercises
1. List the words that you want people to use when describing
your company: (e.g. innovative, inexpensive, quality, smart,
organized, etc.)
2. If you could pick any celebrity (alive or dead, real or
fictional, Hollywood, literary, political – essentially, someone
well known to the public) to be your company spokesperson,
who would it be and why? Describe the qualities that make
them ideal to hypothetically represent your product or
service.
3. What other companies (in any industry) do you feel have
the same or similar attitude or look and feel as yours or that
you would like to be more like? Why?
@ 2009 Alyssa S. Dver

10. Step 4: Validate pricing
• PriCCCCing
• Cost (margin)
• Competition (market position)
• Customers (elasticity)
• Change (maintenance)
@ 2009 Alyssa S. Dver

11. Step 5: Acquire new leads
push marketing
• Advertising
• Direct mail *
• Internet Mail/newsletters *
• Media/PR
• Face-to-face seminars *
• Tradeshows, conferences, associations
• Webinars & teleseminars *
• Telemarketing *
• Search Engine Optimization (SEO)
• Frequent Buyer and Customer Loyalty
Programs
• Referral Programs
• Etc…..
* Require lead lists
@ 2009 Alyssa S. Dver

12. Step 6: Foster leads
pull marketing
• Brochures
• Data,spec or information sheets
• Whitepapers and briefs
• Website(s)
• Blogs, online discussion groups
• Videos
• Customer Case studies
• Cost and ROI tools
• Demos
• Presentations
• Email and phone call follow-ups
• Etc…
@ 2009 Alyssa S. Dver

13. Tracking leads – relationship building &
resource allocation
• Sources
• Next steps
• Elapsed time
• Escalation process
• Closed vs. dead leads
• Etc…
@ 2009 Alyssa S. Dver

14. Step 7: Create a defendable marketing plan
Present, don’t write!
@ 2009 Alyssa S. Dver

15. Step 8: Refine plan over time
• Monitor what is working
• Maintain marketing intelligence
• Google alerts
• Media read time: Analysts distribution; newsletters
• Advisory board
• Selective conference and association attendance
• Set quota of customer/prospect interactions
• Do an annual marketing plan review
@ 2009 Alyssa S. Dver

16. Final thoughts
AlyssaDver@NoTimeMarketing.com
508.881.5664
DWC teleclass special:
Book, eBook, templates
10% discount
(use coupon code DWC on www.NoTimeMarketing.com)
Can we help you ?
No Time Marketing Consulting or Training
Need an easy and affordable small business lead generation idea?
We can co‐brand No Time Marketing as a giveaway!
@ 2009 Alyssa S. Dver