Great International Marketing is Built on Great Domestic Marketing

Consilium | Industrial Grade Manufacturing Business Growth Advisory | www.cgbadv.com

“It ain't what you don't know that gets you into

trouble. It's what you know for sure that just

ain't so.” Mark Twain on marketing…andespecially international marketing

www.InternationalMarketingWorkshop.com

Great International Marketingstarts with great domestic marketing

NH International Trade Resource Center

International Marketing Workshop & Seminar

16 September, 2014

Ed Marsh

Ed was going to be an architect because he loved the nexus of engineering and design. That was before he was going to be an engineer; before he graduate from Johns Hopkins; before he was an Airborne Ranger Infantry Officer; before he set B2B industrial sales records; before he was partners with a German capital equipment manufacturer; before he founded a company in India; until he decided he was tired of managing a business. With that out of his system he founded a consultancy to help US manufacturing companies grow by applying process excellence to business development using a unique methodology which combines digital marketing and international expansion

Context – why they buy

Context – who they are

Context – how they see you

Context – how you see them

Do ‘they’ have the accent? Or do you?

Are they more formal? Or are you less so?

Do they have too many bank holidays? Or do you work too much?

>90%>90% of all business purchases originate with an internet search

70%Buyers are typically 70% of the way through their buying journey before

they’re willing to speak to a rep

Individual tactics around SEO no longer work – it’s not a matter of key words, but rather creating a body of content and establishing yourself as

a thought leader

contextBuyers are way beyond searching

for specific products/suppliers. Now they know that they will find

interesting results by searching contextually around their challenges

and possible solutions

Selling is dead – today buyers buy on their own

The journey to international marketing

Must be built!

International / localized

Sales & marketing execution

Strategy & Brand

The foundation

Brand – what you stand for

Who (personas)

Why (USPs)

What (product specifics)

Where (vertical & geographical markets)

Really? I paid for this?

This is a bigger task than it appears. And it’s a bigger task than virtually any company without a robust in house marketing team (including product marketing) undertakes.

Do you really, really, really know ‘why’?

personas

Max 5 - prioritized

Who are they Typical demographics Where they search for solutions What social media they use |

trade journals they read | shows they attend

What their professional goals, challenges & concerns are

What they search for (if you ever did keyword research or paid for SEO without doing this first……

Nobody buys your ‘product’ – stop selling products & features

Understand their business better than they do

Begin to build marketing around your expertise in their business challenge – stop thinking in terms of brochures

Recognize that you must sell virtually now (70% of the buying journey) building credibility and authority while you nurture the buyer through a virtual sales process. Is it marketing or is it sales??

what & where

Green te

flavor?

Weetabix prepares to export green tea breakfast bars to China

what & where

What are the applications today

What are the profitable applications

What are the growing applications

Pricing

Competition

Unique insight

the framework

Remember Mark Twain now!

Content Marketing / Inbound Marketing / Digital Marketing / Internet Marketing (but at 90% is there another kind?)

Establish thought leadership

Be a resource

Don’t sell – help buyers find you, learn about their business and research/implement solutions

content marketing methodology

Stop trying to

sell – help people

buy well

marketing (& sales now) journey

structure complete

Now you’ve got a strong, strategic, effective

domestic marketing program build. You’ll

improve it and tweak it, but it will serve as a lead

generation engine for your business.

Now we can start to look internationally

fail fast & iterate

Executing great domestic marketing is going to support your international expansion in a number of ways:

Strong revenue to support investment

Lessons learned

Great SEO juice

Market feedback

iterations

Monitor incoming international traffic

Work incoming international leads

Identify market opportunities

Learn about buyers, applications and messaging

Contract local channel partners (ask end users and work a persona)

Create local language key words / optimized landing page for American English offer

Create local language (and market) offer

Build microsite / subdomain / responsive content

Start process again for each market!

http://www.searchenginecolossus.com/

data & technology

you them

international finish & polish

Now it get’s tricky…..

The unknown unknowns

The soft, squishy & unpredictable stuff that ‘global’ adds

And now I get to hand the hard work off to Wendy!

Find this presentation and more resources

www.InternationalMarketingWorkshop.com

Including contact info!

Ed Marsh | (978) 238-9898 em@cgbadv.com

Great International Marketing is Built on Great Domestic Marketing

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