When launching products and services, marketing is critical as it affects sales through lead generation and drives awareness and recognition of the company and solutions among prospects, partners, resellers, and potential employees. Every company entering the market today has competitors, perceived or real. Do you know how to budget for a marketing program? How to prioritize program elements? Identifying which ones can have the greatest impact in the shortest period of time? What role should social marketing play? Attend this interactive “Get Smart” program to learn more about the role marketing can play in launching new products and services. Featured Speakers: Allen Bonde, Chief Marketing Officer, The Pulse Network Barbara Ewen, Principal and Co-Founder, CHEN PR

1. Get Smart on Marketing
Allen Bonde, CMO, The Pulse Network @abonde
Barbara Ewen, Principal, CHEN PR

2. It All Starts (or Ends) Here
Get Smart on Marketing | Allen Bonde @abonde
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3. Goals
Leads! Thought
Awareness reach Leadership
inform
engage
70% of a consumer’s buying
experience is made before a
salesperson gets involved
Get Smart on Marketing | Allen Bonde @abonde
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4. Foundation: 4 ‘Ps’
Product… Brand
Price… Delivery
Place… Partners
Promotion… Media
Get Smart on Marketing | Allen Bonde @abonde
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5. Building Blocks – 6 ‘Cs’
Competitive
Intelligence
Who is out there?
What are users buying?
Corporate Content and
Communications/PR Inbound Marketing
What’s our brand/story? What do I create/curate?
How do we tell it? Where do I syndicate?
Lead Generation Community Media Channels
Campaigns Engagement What is best way to
Can I use Webcasts? How do I drive WOM? reach my audience?
What can I offer affiliates? Who are influencers? What’s my budget?!
Get Smart on Marketing | Allen Bonde @abonde
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6. Focus Your Message
• Differentiate your product or
service in 30 seconds
– What is your product or service
– Who do you sell it to
– Why is it better
• Highlight business benefits for
your prospects
• Leverage market trends
• Consider the competition
Get Smart on Marketing | Allen Bonde @abonde
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7. Pick Your Channels
Owned Corporate website
Social profiles/blog
E-books, newsletters
Earned PR
Speaking
Paid SEO, PPC
Ads/Sponsorship
Get Smart on Marketing | Allen Bonde @abonde
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8. A Word on Content
Content = € ¢ ¥ D $
expert
curated
user generated
distribution
syndication
Get Smart on Marketing | Allen Bonde @abonde
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9. Content Types
€ Expert / Create credibility, trust
created and sharing
¢ Curated
Create engagement +
inventory
¥ User- Create insight +
advocates
generated
Get Smart on Marketing | Allen Bonde @abonde
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10. Based on What You Sell…
What are you selling?
Consumer – Non Considered Business – Non Considered
Consumer – Considered Business – Considered
Content
“Demand”
Get Smart on Marketing | Allen Bonde @abonde
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11. …There’s an Optimal Mix
Created Curated User-generated Distribution Syndication
€ ¢ ¥ D $
Non-considered
LOW LOW HIGH LOW HIGH
MED MED LOW HIGH LOW
MED MED HIGH MED HIGH
Considered
MED HIGH MED HIGH MED
Get Smart on Marketing | Allen Bonde @abonde
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12. Priorities (especially for B2B)
Know your market
Capture your story
Recruit influencers/affiliates
Embrace content marketing
Ask customers what they like!
Get Smart on Marketing | Allen Bonde @abonde
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13. So…How Much Should You Budget?
High-Tech breakdown
Basic 2-5%
PR / support / tools: 33.5%
Start-up 5-10%
Digital marketing: 29.2%
Percent of Revenues
Events: 20.5%
Advertising: 9.9%
Direct: 6.9%
Source: IDC
Get Smart on Marketing | Allen Bonde @abonde
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14. Case Study - Offerpop
benchmark key analyst
Competitive
coverage
Intelligence
Corporate Facebook
launch Wiki
Communications/PR company launch
Product
blog videos
Content and maturit ROI cookbook
Inbound Marketing y model guest posts
Lead Generation Affiliates Webinars
Campaigns campaign
shortlist email
Community Twitter newsletter
Tumblr
Engagement
sponsorship
Media Channels
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2010 2011
Get Smart on Marketing | Allen Bonde @abonde
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15. Case Study –Storytellers
• Storyboarding
– Simplify
– Be on the outside looking in
– Know your enemy
• Storybuilding
– Aim High
– Connect the Dots
– Content: Multifaceted, Multiuse
• “Storyjacking”
– Be Ready
– Be aggressive
– Be yourself
Get Smart on Marketing | Allen Bonde @abonde
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16. Case Study – Storytellers
• 3 year relationship began with heavy messaging
work and influencer programs
• Increased brand visibility played a significant
role in NetWitness acquisition by RSA
• Continued relationship with RSA has altered PR
approach to communication and influencer
relations.
• 1.5 year relationship focused on proactive
thought leadership and rapid response programs
• With only 2 product announcements in that
time, Invincea has appeared in nearly 600
syndicated stories globally, with regular featured
commentary in mass media and blogs
Get Smart on Marketing | Allen Bonde @abonde
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17. THANK YOU
we’d love to hear from you!
abonde@thepulsenetwork.com
bewen@chenpr.com
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