Marketing Now

Marketing Now APRIL 6, 2012

World War II

Power in production. 3

Economies of Scale

Key: Uniform Demand

Instruments of Uniform Demand

•  Broadcast Media •  Uncle Miltie •  CPM •  Reach •  Frequency

•  Homogeneity •  Consumer Culture •  LIFE Magazine •  Middle Class •  Journalism

Mad Men Ruled.

Over time, we got so good at production

it became a commodity. 8

Competition Today

•  Intellectual Property •  Customer Loyalty •  Recruiting & Retention •  Culture •  Strategic Partnerships •  Access to Capital

Product of Relationships

New, yet familiar...

Today relationships have surpassed production scale as a source of

competitive advantage.

Emphasis On Relationships

21st Century

20th Century

19th Century

Back To The Future

Back To Basics

•  First know your market. •  Simple stories sell. •  Your product is your marketing. •  Good business is personal. •  Make your customers happy.

New tools.

Marketing Now

•  Outside-In Development •  Emotional Value Proposition •  Design Innovation •  Social Marketing •  Net Promoter System

•  Outside-In Development

Outside-In Development

Start with what’s easy.

a conversation you care about is already happening online.

maybe about you …

… or a competitor …

or the problem you’re trying to solve.

Real-World Tools

•  Google Reader – Free Listening Station •  UserVoice – Customer inbound channel •  QualBoard – A panel of your prospects

Marketing Now

Idea is not new.

“To change what people do, you must change what they feel.”

Emotional Value Proposition

Real-World Tools

•  Brand Strategy – Beyond tactics. •  One Simple Thing™ – Check. •  Discipline – Follow through. Needs work.

Marketing Now

Design Innovation

“When you see an object, you make so many assumptions about that object, in seconds. What it does, how well it’s going to do it, how much you think it should cost…”

Objectified

Even for Enterprise?

•  Fundamental human drivers in play •  Enterprises don’t buy products. People

within them do. •  Always a cost, and a question of value(s.)

Marketing Now

Promise of Social Marketing

Scalable Intimacy

more intimate relationships than are possible through traditional

media, at sufficient scale to impact the enterprise.

Enabler is Worthwhile Content

1.  decide who you’re talking to.

2.  listen to learn how you can help them.

3.  deliver content that does so.

4.  build a relationship over time.

5.  ask for what you want.

what target prospects

what serves your

interests

what you need to deliver

Content Strategy

Essential Functions

distribution and conversion activation

outreach and participation engagement

original content development creation

culling third-party content curation

monitor the conversation listening

Proven B2B Results Top B2B companies average 17% of leads from social media, and 230% more marketing-generated leads. Top 20% average the following performance metrics: •  20% annual revenue growth (vs. avg 8%, laggards -3%) •  44% of sales-forecasted pipeline generated by

marketing (vs. avg 10%, laggards 5%) •  73% annual customer retention rate (vs. avg 27%,

laggards 7%)

SOURCE: Aberdeen Group

Social Marketing

New Marketing Model

internet radio

online display

online search

site facebook

mobile app

YouTube

twitter

mobile site

SOURCE: Forrester Research

Real-World Tools

•  Marketing Machines – David Skok •  HubSpot – Effective basic platform •  Pardot – More robust, flexible, complex

Marketing Now

What drives growth?

ADVOCACY.

How do you measure it?

Net Promoter System

“In a company of our size and complexity, it becomes critically important to simplify and focus on one number that is practical to measure. It is also vital that this metric reliably link to profits and growth. … Satisfaction surveys… don’t connect to business economics … NPS links well to both market share and profitability.”

Gary Reiner

CIO | Six Sigma Leader General Electric

Net Promoter System

What It Takes

Fred Reicheld

“NPS has to be more than an executive metric to work. The best companies use it to drive action that creates promoters and converts detractors one customer at a time. One CEO called it his ‘GPS to greatness.’ I love that.”

Marketing Now

Enduring Truths

•  First know your market. •  Simple stories sell. •  Product is marketing. •  Good business is personal. •  Make customers happy.

Building Relationships for…

Better communication.

Better products.

Happier customers.

thank you. @hollandmark

Marketing Now

Business

Bill flitter content marketing now conf_2012_distribution_strategy_day1

Digital Marketing Online Courses - Enroll Now!!!

Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024

Marketing now

Realtime Marketing NOW

Our SMS Marketing Tactic Now Revealed

Now marketing 5 a samsung final_1

The Age of "Now Marketing"

Slide 1.1 Principles of Marketing Marketing Now Marketing now Chapter 1

Web Marketing Now - WPO

Unorthodox Marketing: 10 Marketing Strategies That You're Not Utilising Right Now

What's Working in Online Marketing Now

Video Marketing Today: What's Working Now

Why Start Email Marketing Now?

The future of mobile marketing is now

Marketing Innovation – Then and Now

8 Content Marketing Strategies to Take Now

Top marketing trends now 2016 17

Now Tech: Marketing Measurement And Optimization …

Now/Next: Experiential Marketing Trends 2019