Presented at Sage Summit 2013 - How to create a marketing calendar that works for you

1. Crea%ng
a
Marke%ng
Calendar
that
Works
for
You

2. Business has only two functions --
marketing and innovation.
- Peter Drucker

3. Leading
Results
Core
Marke%ng
Mantra
• Don't
talk
about
the
products
you
sell;
talk
about
the
problems
you
solve.
• Then
talk
about
the
remarkably
different
way
that
I
will
experience
working
with
you
as
you
solve
those
problems.
• Be
sure
you
tell
me
what
I
get;
NOT
what
you
do.
Because
I
don't
have
%me
to
figure
out
if
what
I
need
is
what
you
do.

4. These
workmen
have
just
finished
installing
the
balusters
to
keep
people
from
parking
next
to
the
building.
This
is
what
happens
when
you
fail
to
plan

5. Agenda
• Making
Time
and
Space
for
Marke%ng
• The
Founda%on
• The
Hourglass
• The
Calendar

6. Making
Time…
• You
cannot
create
more
%me
• You
can
only
beQer
use
space

7. How
Memory
Works
• 3-­‐4
slots
• 7
seconds

8. Cleaning
Exercise
Write
down
everything
that
you
need
to
do
Sales
Marke%ng
Personal
Business

9. Plan
Your
Day
Data
dump
to
start
Priori%ze
tasks
Put
on
calendar
Data
dump
to
wrap-­‐up
Repriori%ze
incomplete
tasks

10. Tasks
• Write
everything
down
• Set
%me
deadline
&
date
or
category
• Urgent
and
Important
• Break
tasks
into
smaller
parts

11. Calendaring
Your
List
Hate
It
Sales
Marke%ng
Work
Rock
It

12. Calendars
In
Ac%on
Blocks
←
Blocks
&
Actuals
→

13. Consistency
Rules

14. Tips
• Handle
things
once
• Stay
organized
• Turnoff
email
alerts
• Break
big
tasks
into
smaller
pieces
• Put
processes
in
place

15. Processes
Are
Game
Changers
Consistent
companies
have
a
process
v Who
to
talk
to
v What
to
talk
about
v How
o]en
to
reach
out
v Ways
to
get
the
message
distributed

16. Processes
• Marke%ng
for
new
leads
• Conver%ng
exis%ng
Leads
• Customer
-­‐
XOXO
• Ge_ng
Repeat
Business
• Referrals
v Customers
v Partners

17. Exercise
–
Data
Dump
• What
are
the
things
you
keep
meaning
to
do,
or
you
want
to
do?
• What
is
it
that
you
said
to
yourself
–
“I
need
to
remember
that”
• What
isn’t
on
your
calendar,
but
should
be?
• What
was
that
thing
you
said,
as
you
fell
asleep
last
nite
–
“I
need
to
remember
this”
WRITE
IT
DOWN
-­‐
NOW

18. Founda%on

19. Cri%cal
Elements
Why
What
Who

20. What
are
you
expert
at?
• What
insights
do
you
have?
• What
exper%se
can
you
share?
• How
are
you
different
in
a
way
you
can
talk
about?
What
content
have
you
created
(can
you
create)
to
share
this?

21. Who
is
ideal?
• Profitable
• Values
you
• Refers
Who
do
you
want
to
aQract?
Define
• Demographics
• Psychographics
• Geographics
• Behavior

22. Why
do
they
care?
• Why
are
you
in
Business
Ø Answer
in
a
way
that
maQers
to
your
ideal
customer
• Why
does
your
exper%se
maQer?
Ø What
does
you
client
get
from
you
as
a
result?

23. Home
Work
What
are
you
an
expert
at?
How
does
this
help
your
ideal
client?
What
content
do
you
have
(can
you
create?)

24. • Content
–
Blog,
WP,
Video
• Programs
–
PPC,
SEO,
DM
Know
• Content
–
WP,
Video,
Blogs,
Presenta%on
• Programs
–
email,
webinars,
seminars
Like
• Content
–
Tes%monials,
case
studies
• Programs
–
seminars,
customer
day,
user
groups
Trust
• Content
–
demonstra%on,
seminars,
workshops
• Programs
–
webinars,
test-­‐drives,
vendor
programs
Try
• Content
–
Welcome
kit,
orienta%on
• Programs
-­‐
Orienta%on
Buy
• Content
–
Adv.
Users
guide,
WP,
Presenta%ons
• Programs
–
user
groups,
exec.
Visits,
vendor
programs
Repeat
• Content
–
case
studies,
perfect
introduc%on
• Programs
–
Networking
nites,
user
groups
Refer
©
Duct
Tape
Marke.ng
–
all
rights
reserved
Duct
Tape
Marke%ng
Hourglass

25. Calendars
Rule!

26. Why
should
you
use
a
marke%ng
calendar
It’s
the
ringmaster
in
your
markeFng
circus

27. Your
marke%ng
calendar
will
….
Help
you
make
sure
you
have
all
of
the
pieces
of
the
puzzle

28. Your
marke%ng
calendar
will
….
Help
you
make
sure
you
address
all
your
audiences

29. Your
marke%ng
calendar
will
….
Allow
you
to
recycle
content

30. Your
marke%ng
calendar
will
….
Help
you
stay
on
task
and
deadline

31. Your
marke%ng
calendar
will
….
Allow
you
take
advantage
of
unexpected
opportuni%es
without
drama

32. First
-­‐
Choose
the
audiences
to
address
• New
names
• Current
prospects
• Ac%ve
leads
• Current
customers
• Orphans
• Press
• Poten%al
employees
• Partners
• Other?

33. Know
Like
Trust
Try
Buy
Repeat
Refer
Audiences
&
Goals
Current
Prospects
&
Leads
Customers,
Orphans
Customers,
Partners,
Press
Net
Names,
Employees
All
Audiences

34. • eBooks
• Webinars
• Seminars
• Workshops
• Case
Study
• Demonstra%ons
• Trial
Offer
Next
–
Choose
the
(content)
Offer
• Ar%cles
• NewsleQers
• Video
How
To’s
• Tes%monials
Endorsement
• Pricing
quotes
• Promo%onal
offer
Other?

35. Choose
the
Tac%cs
to
use
in
sharing
Goal
TacFcs
ñKnow
≈
Like
•
Website
•
SEO
• LinkedIN
Q
&A
•
Blogging
•
Speaking
•
Webinars
•
Knowledge
Vision
•
FB+LI
Ads
•
Reviews
•
Quotes
•
Networking
•
Surveys
•
Contests
•
Banner
Ads
•
Sponsorships
•
Pop
Up
Shops
•
PR
•
Tradi%onal
Ads
•
Direct
Mail
•
Tradeshows
•
Lumpy
Mail
•
Knocks
•
Tele-­‐Discovery
•
YouTube
• Slideshare
ñLike
≈
Trust
•
NewsleQer
•
Webinars
•
1:1
Offers
•
Value
Content
•
Brand
Elements
•
Seminars
(educa%onal)
•
Target
Direct
Mail
•
Tes%monial
Stories
&
video
•
TwiQer
•
Blogging
• Slideshare
•
YouTube
•
Conversa%ons
(phone
&
F2F)
•
Educa%onal
email
series
•
Group
Entertain-­‐
ment
•
Reviews
ñTrust
≈
Try
≈
Buy
•
Case
Statement
•
Success
Stories
•
Company
Story
•
Samples
•
Brand
Elements
(responsiveness,
educa%onal)
• Talkable
Gimmick
•
Sales
Presenta%on
•
White
Papers
•
1:1
Entertainment
•
Proof
Items
•
Starter
Offers
•
Trials
(audits,
es%mates,
reviews)
•
LinkedIn
•
TwiQer
• Facebook
•
Blogging
ñTry
(paid)
ñBuy
≈
Repeat
≈
Refer
•
Paid
Trial
•
Perfect
Intro
•
Sales
Procs
Review
•
Welcome
Kit
• Cust.
NewsleQer
•
Affiliate
Referral
Platorm
• Customer
Portal
•
Customers
Groups
(Advisory,
Prac%cal,
Networking)
• Cust.
Bill
of
Rights
• Welcome/
Orienta%on
Seminar
•
Mailing
List
Registra%ons
ñRepeat
≈
Refer
All
of
above
in
customer
PLUS
•
Surveys
•
Add-­‐On
Webinar/
Seminar
•
Pass-­‐on
offers
•
Door
Hangers
ñRefer
•
Pass
Along
Cards
•
Referral
Incen%ves
•
Pass-­‐on
offers
•
Bill
Stuffers
•
Joint
Marke%ng
•
Advisory
Board
•
Live
Tes%monials
•
Video
Tes%monial
•
Co-­‐
brandedMicrosite
•
Joint
Networking

36. Choose
the
right
tac%cs

37. Content
Offer
Example
text
Fill
in
your
own
text.
Key
Ac%vity
Social
Promo
%on
Blog
Post
Tweet
PR
Addt’l
Ac%vity
Blog
Post
Tweet
Blog
Post
Tweet
Social
Promo
%on
Blog
Post
Tweet
Addt’l
Ac%vity
Social
Promo
%on
Blog
Post
Tweet

38. Or…
Webinar
(10
Ways
to
Improve
Cash
Flow)
NewsleKer
ArFcle
Email
Offer
(Cash
Flow
Audit)
10
Blog
Posts
Recorded
Webinar
on
Site
Publish
eBook
Cash
Flow

39. • Start
with
your
exper%se
and
the
problems
you
solve
for
your
• Create
ac%vi%es
to
promote
content
• Layer
in
partner
content
• Lay
out
in
a
calendar
• Budget
the
costs
• Iterate
Key
Content
and
Calendars
Pre-­‐requisites
• Understanding
your
ideal
customer
• Offers
• A
database
&
process
• Thinking
ahead

40. This
is
NOT
a
calendar

41. Basic
Calendar

42. Advanced
Calendar

46. Sage
Partner
MarkeFng
PlaTorm
by
ZiV
• Product
panels
• Ad
retarge%ng
• Quarterly
Prospect
NewsleQer
program
• Upcoming
launch
campaigns:
• Sage
Inventory
Advisor
• Mobile
Sales
&
Mobile
Services
(Oct.)
• Sage
100
ERP
2014
• Sage
Billing
and
Payments
• Sage
ERP
X3
NCA/IB
Campaigns:
Don’t
do
it
all
yourself
• Thought
Leadership
Webcast
Series
• Thought
Leadership
Email
Series
• Sage
ERP
X3
webcast
demo
series
• Endorsed
solu%ons
campaigns
(such
as
Sales
Tax,
Shipping)
• Sage
300
ERP
lead
genera%on
• Sage
HRMS
12-­‐month
nurture
campaigns
(1
email
per
month)
• Sage
Pro
and
Sage
PFW
migra%on
campaigns
• Sage
CRM
campaigns
• Sage
300
Construc%on
and
Real
Estate
Subcontractor
Compliance
• Sage
100
Contractor
QuickBooks
Trade-­‐In

47. 2013
–
2014
Sage
Customer
Roadshows
• Canada:
• Toronto
• Vancouver
• Calgary
• Montreal
US:
• New
York
• Portland
• Chicago
• Indianapolis
• Denver
• Miami
• St.
Louis
• Atlanta
• Phoenix
• Honolulu
• Irvine
Caribbean
• Barbados
• Jamaica
Dates
TBA

48. • mysagesell.com
• na.sage.com
(product
sites
for
WPs
and
collateral)
• sage-­‐erp-­‐videos.com
GTM
Process
|
Product
Marke%ng
48
Sage
Resources
for
content:

49. Finished
Calendar
Example

50. How
do
I
manage
it?
• Block
your
hours
• Schedule
your
goals
• Plan
each
week
• Set
Deadlines
• Use
a
work-­‐back
Schedule
• (shameless
plug)
Hire
a
coach
to
keep
you
on
task

51. Leading
Results
• Marke%ng
services
agency
–
coaching,
consul%ng
and
doing
u 1:1
Coaching
&
Consul%ng,
Group
Coaching
u Frac%onal
VP
of
Marke%ng
u Public
Rela%ons
&
Social
Media
Consul%ng
u Referral
Marke%ng
Coaching
and
Strategy
u Leading
Results
Sales
and
Marke%ng
Academy
u Hubspot
Cer%fied
Partner
• Authorized
Duct
Tape
Marke%ng
Consultants
• Offices
in
Los
Angeles,
Boston,
Philadelphia
and
CharloQe
• Clients
through
14
%me
zones
• Our
clients
put
POWER
in
their
WOW
(process,
organiza%on,
why,
exper%se,
referability)

53. Summary
Build
%me
in
your
schedule
Develop
content
offers
Promote
content
offers
by
audience
&
goal
Repurpose
(resize)
Content
Use
a
marke%ng
calendar
to
see
the
forest
for
the
trees

54. Program/Book
Resources
• Get
Things
Done
–
David
Allen
• Duct
Tape
Marke%ng
–
John
Jantach
• Referral
Engine
–
John
Jantsch
• Let’s
Get
Real
or
Let’s
Not
Play
–
Mahan
Khalsa

55. Offer
Copy
of
the
blank
calendar
&
tacFcs
evaluaFon
We
help
small
businesses
stop
was%ng
money
on
marke%ng
Contact
Us
Web:
www.leadingresults.com
Email:
dkraus@LeadingResults.com
Phone:
704-­‐875-­‐1188
TwiQer:
@LeadingResults
FaceBook:
facebook.com/DFKraus
LinkedIN:
linkedin.com/in/LeadingResults