3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 1—The Marketing Assessment—focuses on how to analyze your company, allocate resources and build a strong core.
12. “CMOs
today
are
under
increasing
pressure
to
provide
quan*fiable
evidence
of
how
their
markeDng
expenditure
is
helping
the
organizaDon
achieve
its
goals.”
—
IBM
Global
Chief
MarkeDng
Officer
Study,
2011
16. Marke)ng
Score
(@MKTScore)
is
a
free
online
tool
powered
by
PR
20/20
that
assesses
the
strength
of
business
and
markeDng
founda)ons,
forecasts
poten)al
and
aligns
expecta)ons.
www.TheMarkeDngScore.com
17. MarkeDng
Score
every
element
of
an
organiza)on,
as
it
relates
to
marke)ng,
can
be
divided
into:
assets,
neutrals
and
escalators.
18. Define
FoundaDon
Projectsassets
vs
escalators
assets
=
strengths
that
can
accelerate
marke*ng
success.
escalators
=
weaknesses
that
require
addi*onal
resources
to
build
up
and
improve.
23. Define
FoundaDon
Projectsthe
backstory
—
by
the
numbers
enterprise
social
sobware
company
6
months
old
seed
funding
of
$250,000
30
acDve
customers
avg.
50
users
per
account
at
$10
per
user
($500/month)
recurring
revenue
=
$15,000/
month
seeking
Series
A
funding
of
$2.5
million
38. financial
stability
(3)
is
a
concern.
marke)ng
budget
(5-‐10%)
is
a
challenge.
brand,
leads
and
sales
all
high
priority.
marke)ng
team
(1)
is
weak.
weak
customer
(3)
and
lead
(2)
databases.
lacking
criDcal
markeDng
tech
soluDons.
audiences
primarily
escalators.
source:
leon_eye
much
building
work
to
be
done
.
.
.
key
findings
39. top 3-5 key performance indicators (KPIs)?
highest priority marketing needs?
greatest opportunities for growth?
marketing staffing plans?
commitment to content marketing?
source:
Ethan
Lobon
41. (brand,
website
traffic,
social
reach
and
influence,
contact
databases,
content,
partnerships,
goodwill
.
.
.)
every
organizaDon
should
be
focused
on
building
assets
that
can
be
leveraged
to
accelerate
success.
42. 1
million+
visitors
per
month
510,000+
Facebook
likes
288,000+
Twijer
followers
60,000+
leads
per
month