Jennifer Beever presents what\'s new and what\'s critical in B2B marketing today?

1. 1 Marketing 2010:The New Normal Renaissance Executive Forum September 7, 2010 by Jennifer Beever Certified Management Consultant

2. 2 Are You Doing the right marketing? To the right people? Getting the right results?

3. Topics Marketing Paradigm Shift Strategic Planning Models Customer Centric Marketing Integration Inbound Marketing Results Orientation 3

4. Marketing Change 4

5. Old One to many Synchronous “Push” marketing Geographic barriers Unique Selling Proposition Sales funnel 5

6. 6 Old Marketing Paradigm The Sales Funnel Leads Sales Cycle Sales Revenues

7. New Many to many Asynchronous “Pull” marketing Geographic boundaries fall UBN: Unique Buying Need Buying funnel 7

8. 8 New Marketing Paradigm The Buying Funnel Prospects Buy Cycle Customers

9. 9 Strategic Marketing Uses Market Research SWOT Competitive and Customer Intelligence Product life cycle Demographics, psychographics… Marketing Personas! Based on business vision, mission, goals

11. Legal legacy

12. Stakeholder comm

13. Fledgling distrchannel

15. Seasoned sales consultants

17. Sell cycle variability

19. Increasing emissions regulations

21. Legal legacy

22. Stakeholder communications

23. Fledgling distribution

25. Seasoned sales consultants

27. Increasing emissions regulations

29. Increase sales, raise capital

30. Improve communications

32. Brand and position well

34. Sales training for distributors

36. Sell cycle variability

38. I.D. and communicate sales cycle and ideal prospect

40. 13 Bloody Red Ocean of Competition P r i c e Performance

41. 14 Blue Ocean Strategy P r i c e Performance

42. 15

43. 16 Based on vision, mission, goals On-Going Branding, Customer Retention Direct Response Marketing: Offline and Online, Direct Mail, PR, Ads, Trade Shows Collateral Design: Logo, Web Site, Brochures Company Vision, Mission, and Goals

44. 17 Benefits of Strategic Marketing Intelligent decision making Tied to business objectives Aware of industry, competitors Customer-Centric!

45. 18 Customer-Centric Marketing Market research Focus! Niche marketing Know your customers Map touch points

46. 19 Market Research Identify industry concentrations Identify profitable customers Maintain accurate database

47. Customer Touch Point Map List every customer touch point Marketing Sales Product Delivery Customer service Accounting Travel to events I.D. friction points and fix them 20

48. 21 Know Your Customer Survey customer satisfaction Know defection rates Survey customer needs - new products Frequent communication 6-12/year -> 12-24/year

49. New - Marketing Persona George the Loyalist Meet George. He’s 63 years old and comes from a Big 5 consulting background. He’s married, has grown children and grand kids. He has a boutique firm with three partners. George has a tremendous work ethic and still works long hours. He is extremely generous to his family, especially the grandkids. Now George is wondering if he should retire when he had planned or work a few more years! George is an early Baby Boomer. He grew up with the Vietnam and Cold wars, the McCarthy hearings, the Kennedy/King assassinations, Woodstock, women’s rights and the moon landing. He prints out pre-conference materials before the conference. He likes receiving the postcards and also responds to email. He wears glasses, and he didn’t grow up using computers so much, although he has learned and adapted to succeed. With his big consulting background, he expects very high quality content at the conference. He is very loyal and really values networking and face-to-face time with his peers. 22

50. 23 Customer-Centric Marketing Greater return on investment Increases market responsiveness Helps increase market share Closer to customers

51. 24 Integrated – Response Compression Trade Show Website Ad Brochure Telemarketing Article Direct Mail Seminar

52. 25 Integrated – Response Compression with New Tactics Trade Show Website Ad Brochure Telemarketing Article Direct Mail Seminar

53. “Old” SEO(still working) Meta Tags Content - rich with keywords Links Changing content – dynamic sites 26

54. New SEO = SMO Web Site Blog 27

55. 28 Results-Tracking in the Marketing Plan Every activity must be measurable Online marketing easier to track Results must be forecast Results must be tracked to plan

56. 29 Results Tracking Marketing Continuum Strategic Planning Tactical Planning Implementation Results Tracking

57. 30 Results Tracking Number of leads Source of leads Number of sales by source Sales revenue by source Conversion rate Cost per lead

58. 31 Results Tracking – example OC Reg. Ad AZ Trade Show Direct Mail Referrals

59. 32 Benefits of Results Tracking Better decision-making ROI-based marketing Maximize marketing investment

60. 33 Create Your Marketing Plan Research markets and competitors Know your customers Determine your strategy and position Plan and budget marketing activities Track and measure results Revise and refine as you go

61. 34 Jennifer Beever Follow me: CMO for Hire Strategic Marketing Consulting Certified Inbound Marketing Professional 818-347-4248 www.newincite.com Don’t Leave Your Marketing to Chance