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Rev. 2-6-14
7 Steps to the Perfect Marketing & Sales Plan
Steve Henke, PresidentHarpeth Marketingwww.HarpethMarketing.comwww.TheCompetitiveAdvantage.com
Content Marketing
Email Marketing
PR
Social Marketing
Thought Leadership
Infographics
Selling
“If you fail to plan… you are planning to fail.”
Benjamin Franklin
Rev. 2-6-14
The Marketing & Sales Pyramid™
Homework Tips:• 3 C’s• 2 I’s• 1 A
Strategy Tips:• Buyer & Company personas• PODs / Position / Brand• Opportunities / Problems• 2 Kinds of clients• Goal Setting• Growth Grid
Setting Strategy… the Growth Grid
Awareness - Marketing• Website• Social (LinkedIn #1)• Email marketing• PPC/SEO/Advertising
Awareness - Sales• Networking• Exhibiting• Social activity• Cold calling… NO!
Lead Gen - Marketing• Downloadable content• Webinars• Web Chat
Lead Gen - Sales• Networking• Exhibiting• LinkedIn connections• Sales call – meet the team
Lead Nurturing - Mktg• Email marketing (#1)• Content• Social activity
Lead Nurturing - Sales• Phone calls / visits• Personal emails• Sharing content
1st-time Clients - Mktg• Very difficult!• PODs• Proof sources/Content• Deals
1st-time Clients - Sales• Patience: Know-Like-Trust• Capabilities PPT• Proposals
Repeat Client - Marketing• Social activity• Email marketing• Content
Repeat Client - Sales• Key Account strategy• Calls/visits• Project follow-up• Thank you’s / gifts
Measurement - Marketing• Google Analytics• Email metrics• Digital – SEO/PPC/Ads• Social – counts & engagement
Measurement - Sales• Activity• Pipeline• Bid Conversion• Revenue (several ways)
Management• Calendar• Budget• Metrics• Report on it
Keys to Success• Be clear on strategy• WIIFM?• Core: Email-Social-Content• Be consistent!• Measure & improve
