In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales

1. Welcome

2. Today’s Agenda
• Session 1: What Does Your Marketing Strategy
Look Like?
• Session 2: The Importance of a Digital Strategy
• Session 3: Integrating Marketing and Sales

3. Today’s Moderator:
Shane Fell
Shane Fell
Digital Marketing Strategist
414.491.2441
sfell@topfloortech.com
linkedin.com/in/shanefell
@shanemfell

4. Why

5. Our Sponsor:

10. Introductions

11. Digital Landscape Video

12. Session 1:
What Does Your
Marketing Strategy
Look Like?
Presented by: Shane Fell

13. What Does Your Marketing
Strategy Look Like?
What Marketing Tactics Are You Using?
• Complete survey in your folder (3 minutes)
• Briefly share the tactics you’re using with your group
Findings:
• What was the highest number of tactics for one company?
• What was the most common tactic at your table?

14. What Does Your Marketing
Strategy Look Like?
Any Idea What “2ME” Stands For?
• Pick the two tactics that you consider your most effective
• Share your selections with your group
Findings:
• What tactics were mentioned most frequently at your table?

15. What Does Your Marketing
Strategy Look Like?
Which of Your Tactics Do You Consider
Least Effective?
• Note the one tactic that you consider your least effective
• Share your selection with your group
Findings:
• What tactics were mentioned most frequently at your table?

16. What Does Your Marketing
Strategy Look Like?
What Criteria Did You Use to Decide Which
Tactics Are Most/Least Effective?
• Google Analytics
• Lead Attribution
• Comments from Others
• Tracked Sales
• Gut Feel
• Other Criteria?

17. What Does Your Marketing
Strategy Look Like?
Would Others Share Your Assessment of
Which Tactics Are Most Effective?
• Which tactic would your owner rate as most effective?
• Which tactic would your VP of Sales rate as most effective?
• Are their opinions different than yours? If so, why?
Findings:
• How many felt the owner’s perception is different than theirs?
• How about the VP of Sales?

18. Break

19. Community Advocate:
Revitalize Milwaukee
Block Build Video

20. Session 2:
The Importance of a
Digital Strategy
Presented by: Sarah Kloth

21. The Importance of a
Digital Strategy
Sarah
Kloth
Director of Digital Marketing

23. DIGITAL STRATEGY: a plan to accomplish
something with the benefit of digital tools.
What Is A Digital Strategy?

24. DIGITAL STRATEGY: a plan to ACCOMPLISH
SOMETHING with the benefit of digital
tools.
An object has to Measurable & Actionable
What Is A Digital Strategy?

25. DIGITAL STRATEGY: a plan to ACCOMPLISH
SOMETHING with the benefit of digital
tools.
An object has to Measurable & Actionable
What Is A Digital Strategy?

26. A Digital Strategy is…
The series of actions that are going
to help you achieve your goal(s)
using online marketing.

27. Companies with a clear marketing
plan, that regularly measure their
efforts, see 60% faster growth than
those without a marketing plan.
Why Do I Need a Digital Strategy?

28. Capture More Leads
Incorporating a diverse mix of digital
marketing platforms into your
strategy, you will better enable your
business to reach a wider audience
Why Do I Need a Digital Strategy?

29. Why Do I Need a Digital Strategy?
Gives Your Company Better Direction.
Without a digital strategy you have no
direction – and you run the risk of
spending your budget without the
means of showing any return on your
investment.

30. Building Your Digital Strategy

31. Step 1: Define Your Audience
• Do You Know Who You’re Marketing To?
• Do You Know What Makes Them Tick?
• Do You Know Where They Hang Out?
• Do You Know When They Are There?

32. Step 1: Build Your Buyer Personas
Identify Your Audience:
• Job Titles & Industries
• Who do you talk to?
• Who are the decision makers?
• Details: Age, Gender, Location, Education, Family, etc.
Identify Challenges & Goals
• What are they faced with daily?
• What common problems do they face?
• What goal are they trying to accomplish?
• What does success look like for them?
How Can Your Business Help?
• What pain relievers do you offer?
• What services / products do you offer that will help them achieve their goals?
• How does your value proposition match up with what they are seeking?

33. Step 1: Build Your Buyer Personas
Packet:
Persona
Worksheet

34. Step 2: Identify Your Goals & Tools
What Do You Want To Accomplish?
• Product/Service Sales Increase?
• Launch Into New Vertical?
• Be Specific. Be Reasonable.
How Are You Going To Measure It?
• KPI units of measurement
• Digital Tools: Google Analytics, CRM, e-Mail
Packet:
Strategy
Questions

35. Step 3: Evaluate Your Existing Digital
Marketing Channels & Assets

36. Step 3: Evaluate Your Existing Digital
Marketing Channels & Assets
Audit & Plan Your OWNED Media
• Audit your existing content
• Make a list of your existing owned content and rank each
item according to what has previously performed best in
relation to your current goals.
• Identify gaps in your existing content
• Do you have content that speaks to the pain points and
challenges identified in your audience research and buyer
personas?

37. Step 3: Evaluate Your Existing Digital
Marketing Channels & Assets
Audit & Plan Your OWNED Media
• Develop a content creation plan
• What Content Do You Need? Match to Persona’s Pain Points,
Challenges, Solutions
• Who Is It For? Match to Personas
• What Point in Buyers Journey? Awareness, Consideration,
Evaluation, Purchase
Packet:
Content
Calendar
Topic Ideation Tools:
- Answer The Public
- Buzz Sumo
- LSI Graph
- Google Trends

38. Step 3: Evaluate Your Existing Digital
Marketing Channels & Assets
Audit & Plan Your EARNED Media
• Review Sites (Google, Facebook, etc.)
• Online Mentions of Your Brand
• Press Releases
Audit & Plan Your PAID Media
• Google AdWords, Bing Ads
• Facebook, Twitter, LinkedIn
• Other Media Buys
Audit Tools:
- Google Analytics
- UTM Builder
- Ad Platforms
- Google Site: search
- Moz: Fresh Web Explorer
- Moz: Open Site Explorer
- Google Alerts

39. Step 4: Evaluate Your Competition
Understanding The Competitive
Landscape
• Organic Search Value
• Paid Search
• Social Media Presence
• Other Media Buys
• Messaging
• Product/ Service
Offerings
Auditing Tools:
• SEM Rush
• SpyFu
• Moat.com
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96

40. Step 5: Position Yourself From the
Competition
Break away from the competition….
• How did you stack up against the
competition?
• How can you position yourself in a
differentiated and compelling way
• What makes your brand different
/ the only?
The goal of doing this is to make sure you look and
sound different—all of which comes back to being
relevant to your personas.

41. Step 5: Position Yourself From the
Competition
Blue Ocean Strategy
By W. Chan Kim & Renée Mauborgne
How to Create
Uncontested Market
Space and Make the
Competition Irrelevant

42. Step 6: Gather Findings
• Match Goals to
Strategy to
Marketing Tactics
• Prioritize Tactics
And Set Deadlines
• Assign Project
Owners
• Make Predictions
And Set Goals
Goals Strategy Tactics
Achieve
15%
business
growth
with
Existing
Client Base
to bring
company
to $3.5M in
Revenue
1. Create Lunch
& Learns For
Existing Client
Base
1. Create email marketing campaign to introduce additional Lunch & Learns
to existing client base.
2. Create Remarketing Display Campaign that promotes Lunch & Learns to
previous website visitors.
3. Create Social Media campaigns to invite existing clients to sign-up for
Lunch & Learns.
2. Add
Remarketing &
Email
Campaigns to
Increase Client
Touchpoints
1. Creation of Remarketing campaign to get in front educate website
visitors with message of Krueger’s value-add and Integrated approach.
2. Creation of Email Drip Campaign to educate segments of current
customers about other products/ services.
3. Facebook Remarketing Campaigns to existing client base to educate.
3. Create
Robust Client
Appreciation
Program
1. Create anniversary swag bags that are both educational and fun.
2. Direct Mail piece that outlines the cost savings that would be associated
with additional services.
4. Create
Content Section
of Website to
educate and
help current
client base
1. Content Creation Campaigns per business segment to educate client
base on full offering.
2. Create Content Map to outline content needs for email campaigns, social
campaigns, and remarketing campaigns.
3. Monthly content creation to provide value and educate existing clients.
4. Quarterly Case Study development to provide information on cost
savings, etc.

43. Step 7: Map Out Your Digital Strategy
Packet:
Marketing
Calendar

44. • Practice the “Fail
Fast” method
• Review data and
measure success
• Make adjustments
based on findings
• Always be changing
• Schedule monthly
reporting and check-
ins with your team
• Schedule quarterly
strategy reviews with
your team
Step 8: Execute & Refine

45. Don’t Fall Behind.
Define. Focus.
Succeed.

46. GROUP DISCUSSION:
• Do you have a Digital Marketing Strategy in place?
• What struggles do you face with your digital strategy?
Planning? Execution? Measurement?
• Have you gone through a brand audit? How long ago?
• What are some items you uncovered in your last brand audit?
• When was the last time you did a full competitor audit? How
often are you revisiting your competitors?
• What digital channels do you struggle with most?
• Which digital channels have been great success?
• How are you measuring the success of your strategy?

47. Session 3:
From Lead to Sale –
Marketing’s Role and
How to Track ROI
Presented by: Justin Kerley

48. The Role of Marketing

49. The Role of Marketing

50. The Role of Marketing

51. The Role of Marketing
• Marketing reports
on how many leads
they generated,
sales reports on…
sales. But there’s
nothing tying the
two together

52. The Benefits of Integrating Sales and
Marketing
• Improve engagement with prospects
• Report on impact to the business
• Add to lead generation methods based on
feedback

53. It Begins With Collaboration

54. Define the Sales Process
• How long is the sales cycle?
• What are the typical touchpoints?
• Frequently Asked Questions
• Common Objections

55. Setup a Lead Tracking System

56. Closed Lost
Define The Major Milestone Stages of a Sale
Closed Won
OpportunityQualifiedLead

57. Define the Ideal Customer
• Messaging
• Types of collateral
generated
• Follow up
processes

58. Get The Data - Sales
• Close Rate
• Average Sale Price
• Customer Lifetime
Value
• 10%
• $25,000
• $250,000

59. Metrics and Goals - Marketing
• Impressions/Reach
• Traffic
• Conversion Rate
• Conversions
• 100,000/month
• 2,000/month
• 2%
• 40/month

60. Sales Support
• With a better
understanding of
the customer’s
buying process,
marketing can
develop collateral
that will inform
decisions and
move prospects
further down the
funnel

61. Sales Support
• Marketing can provide collateral to sales to
support their follow up
• Or marketing can take the lead on
advancing prospects down the funnel

62. Bonus – Marketing Automation

63. Lead Tracking
• To understand the impact of marketing on
sales, the leads generated need to be
tracked by all members of marketing and
sales involved from generation to close

64. Metrics to Track
• Total Leads Generated
• Total Revenue Generated
• % of Leads that advanced to a particular
stage in the sales process
• Value of a Lead

65. Advanced Lead Tracking
• Broken down by lead type
– Quote Request
– Newsletter
– Contact Form
– Content Download
• Broken down by marketing channel
– SEO
– PPC
– E-mail
– Social
– Tradeshow

66. Continued Communication
• Putting these processes in place is a great
start, but shouldn’t be a one-and-done
• Continue to meet as a unit and discuss the
quality of the leads generated, update
sales data (as needed), and identify areas
to improve the sales process

67. Thank you for
joining us today!