Organizational Structure Running A Successful Business
Services and Relationship Marketing
1. Services and Relationship Marketing
in the Real World
Leigh Hopwood
B2B Technology Marketing Consultant
Website www.reddmarketing.co.uk
Email leigh@reddmarketing.co.uk
Call 07746 249132
Skype leighhopwood
LinkedIn /leighhopwood or /reddmarketing
Twitter @leighhopwood or @reddmarketing
2. Who am I?
• Passionate about marketing
• Chartered Marketer
• 16+ years B2B marketing
experience
• Technology and business services
• Both agency and client side
• 18 month old business
– Marketing consultancy
– Marketing coaching/mentoring
– Virtual marketing director
• Chair for CIM South East Region
• Mum to 4½ year old twins
3. CIM’s Global Coverage
A Life in Marketing
What is the CIM?
Incorporated Sales
HRH The Prince Philip,
Manager’s 1st Certificate Correspondence courses Duke of Edinburgh
1911 Association Examinations - Sales Management Becomes Patron
Sales Manager’s 1921 1928 1939-1945
Association 1952
Founder
member of the
The Institute of 1955 now European
First Industry Marketing Marketing
Interest Group: The Institute of and Sales Confederation
Marketing Code Construction Industry Marketing Diploma introduced Management
of Practice
1971 1968 1961 1960
1975
Royal College
of Arms Her Majesty the
Authorises 1975
Queen
‘The World Is CPD International Business
Awards the Royal
Our Market’ programme Operations Superbrand
Charter
launched begin
1989 1993 1994 1996 1998 2005
First First Chartered
graduation Marketers
ceremony
4. CIM’s Global Coverage
A Life in Marketing
What employers want?
Qualifications
Relevant Aptitude
Experience
5. CIM’s Global Coverage
A Life in Marketing
CIM Qualifications
Marketing Qualifications Sales Qualifications
1. Cert. in Professional
1. Introductory Certificate Sales Practice
2. Professional Certificate
2. Advanced Cert for Sales
3. Professional Diploma Management
4. Post Grad. Diploma 3. Intensive Diploma in
Strategic Sales
5. CPD
Management
6. Chartered Marketer
6. CIM’s Global Coverage
A Life in Marketing
Marketing Salaries
Graduate/Supervisor £24,708
Junior Manager £28,500
Middle Manager £35,500
Senior Manager £45,000
Head of Function £57,802 £77,799
Director £77,799 Av. Salary of a
Marketing director*
*CIM Croner Rewards
Survey, 2012-13
7. CIM’s Global Coverage
A Life in Marketing
To find out more…..
www.cim.co.uk
www.getin2marketing.com
www.cim.co.uk/surrey
www.cimsurrey.co.uk
LinkedIn Group: CIM Surrey
Twitter: @CIM_SE
Facebook: TheCIM
9. Case Study: Redd Marketing
• Marketing consultancy
• 18 months old
• UK technology and business services sector
• Clients:
10. Case Study: Redd Marketing
Marketing Mix
• Networking: online and offline
• Speaking opportunities
• Digital marketing: website, Twitter, LinkedIn, blog
• Named accounts
11. Case Study: Redd Marketing
Key Messages = Benefits
• Increase engagement with your audience
• Take advantage of new channels
• Get greater return on marketing investment
12. Case Study: Redd Marketing
Achieved
• At capacity from 4 months
• Growing network
• More speaking engagements
• More recommendations/found on LinkedIn
• Exceeding revenue targets: Year 2 exp 10%
• Work life balance!
13. Case Study: STS
• Provider of food safety and health & safety
consultancy, audits and training
• 25 year old business
• £1m turnover
• UK only
• Clients:
14. Case Study: STS
Marketing Mix
• Thought leadership/content
• Speaking opportunities
• Case studies
• Email marketing: newsletters and campaigns
• Digital marketing: website, SEO, Twitter, LinkedIn
• Telemarketing
15. Case Study: STS
Key Messages = Benefits
• Improve quality
• Reduce food safety risks
• Save time and money
• Increase efficiencies and productivity
16. Case Study: STS
Achieved to date…
• High customer retention
• Engaging with broader audience through multiple
channels
• Increased bookings for training
17. Case Study: Sabio
• Contact centre solutions
• Formed in 1999
• £25m turnover
• UK, Germany and Singapore
• Clients:
18. Case Study: Sabio
Marketing Mix
• Sponsorship
• PR
• Thought leadership/content
• Digital marketing: website, SEO, PPC, link building,
Twitter, Facebook, LinkedIn, blog
• Email campaigns
• Events
• Named accounts approach in sales
19. Case Study: Sabio
Key Messages = Benefits
• Overcome your greatest customer contact
challenges
• Improve quality of customer service
• Save time and money
• Increase efficiencies and productivity
20. Case Study: Sabio
Achieved
• Top places to work for in the sector
• Excellent reputation throughout the industry
• High customer retention record
• Continued year-on-year growth of 15%+