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7 steps to successful marketing
Go To Market Pty Ltd
David Paddon, Director
7 steps to successful marketing
1. Identify marketing needs that drive revenue objectives
2. Out-position competitors: differentiation AND value
3. Build customer relationships through marketing
4. Plan for marketing ROI
5. Determine the right program mix
6. Beat the devil in the data
7. Automate marketing - myth or reality
1 Identify marketing needs that drive revenue objectives
Where do I focus?
What will be the return?
Business Development: A must-have core competency in difficult times
Commitment + Discipline= Sales Pipeline Predictability
Retain
Grow
Expand
Innovate
Decision Framework
Retain
Grow
Expand
Innovate
Reference –Marketing
Repeatable solutions
Build relationships
Offer based Programs
Targeted messages
Customer benefit centric
Sales and Service led
2 Out-position competitors: Differentiation AND Value
Market to the customer NEED
Products don’t have an inherent valueOnly a customer’s need gives it value
Buyer needs and relative competitor performance Strategy Canvass
Des
ktop
inte
grat
ion
Fix
cost
pro
ject
s
Indu
stry
spe
cific
IP
Trai
ning
and
Sup
port
ER
P a
nd C
RM
Inte
grat
ion
Und
erst
andi
ng o
f Bus
ines
s N
eeds
Res
pons
iven
ess
Ref
eren
ce C
usto
mer
s fo
r R
OI
Competitor B
Competitor A
Competitor C
High
Med
Low
How to articulate it (…from Solution Selling)
We help…….
…to achieve…..
…through the ability of…….
…as a result of…………
…for the investment…
Today…..
small and midsized organizations in the manufacturing market
up to 25% cost reduction in operating cost
integrated accounting, and inventory management
our industry track record and rapid development methodology
Of affordable, monthly subscription based pricing
Old…..
companies who want more value from IT investment
better utilization of their IT infrastructure
business process management
superior service, great support
high return on investment
3 Build customer relationships through marketing
Sales Engagement Relationship Building
Who? - Interesting.. - Let’s talk…
5-7 touch programs and nurturing
1:1 solution selling
Awareness – Trust – Association - Familiarity
4. Plan for marketing ROI
SellingMarketing
Target Market
Sales ReadyLead
5-15% hit BANT Qualification Evaluation Win
6 3122030
300Contacts
Win revenue $90KMarketing Execution Budget, Approx Budget $8K
SOLUTION Selling
PRODUCT Selling
What is a lead?
BudgetAuthorityNeedTimeframe
5. Determine the right program mix
Social Media TipsMonitor what’s being sharedAbout you
Find where your audiencehangs out
Promote your content andother content
Produce content your audiencewill love
6. Beat the devil in the data
Customer Data is your IP
How: Use Microsoft CIT
Smart Data: FirmographicX
7 Automate marketing - myth or reality
Imagine a Virtual Campaign Centre• Dedicated Marketing Account Manager
• End to end execution of automated campaigns
• Re- usage of existing material (eg Microsoft portal)
• 70% of all work automated and repeatable
EXPERIENCE + PEOPLE + SYSTEMS = SPEED + COVERAGE + ROI
Month 1 Month 2 Month 3
1 Direct Mail Introduction W1
2 Telemarketing W2/3/4
3 eDM - Education W1
4 eDM – webinar Invitation W2
5 Event/Webinar, auto registration, acknowledge
W2
6 Sales follow-up W3/4
Quarterly Lead Generation Program
Budget: $8KTarget list: 300Generating 12 qualified leadsResulting in 3 sales with a Revenue of $90KDragging service revenue, total $180K
ROI 24:1
Start on Monday…….!!!!!
Up-selling & Cross-selling to your
small and mid-size customers
Workshop
Thursday 4.00pm to 5.40pm
Room: Arena 1A
