Attract new clients by using modern marketing

tacticsGil Gruber, MBA

gil@directobjective.ca

www.directobjective.ca (514) 485-0336 - Confidential -

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What’s in Common ?

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Marketing Evolution

Traditional Marketing Modern Marketing

■ Long term planning

■ Mass approach

■ Big budgets

■ Controlled sales environment

■ Push marketing

■ Traditional media

■ Manual

■ No ability to measure

■ Real-time, here and now

■ Customized to the prospect

■ Guerilla marketing

■ Stay tuned and adapt

■ Pull marketing

■ Inbound & content marketing

■ Automated process

■ What is the ROI?

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The Conversation Prism

Source: conversationprism.com Brian Solis & JESS3

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Content Marketing Evolution

Traditional Content Modern Content

■ Static content

■ Monologues & broadcasting

■ Isolated campaigns

■ No data, no worries

■ Authentic & valuable content

■ Share, interact & engage

■ Integrated across channels

■ Data drives improvement

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Fishing for Clients?

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What Type of Fishing Bait/ Lure?

Color & Size Other conditions: Weather

Jigs

Worm-like Crankbaits Spinnerbaits

Spoons Flies

Source: How to Pick Freshwater Fishing Lures (WikiHow)

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Some Content & Inbound Marketing Tactics

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Implementing Marketing Tactics I

● Aesthetically appealing● Draws attention● Authentic● Smooth & clear

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Under water - it requires lots of “paddling”

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eXplorance, Inc: Case Study IResults:● 25% market share - Australia● Recently opened an office in Australia

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Integrated Demand Creation Process

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Space Codesign: Case Study IIResults:● Guest blog published on EETimes● Appeared on multiple blogs, including

industry market leader

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eXplorance, Inc: Case Study IIIResults:● Market entry - Mexican market● Two deals signed during commercial mission

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MTS, Ltd: Case Study IV

Results:● Product bundled within Ericsson Windows-

based PBX● Microsoft issued software update to enable

smooth integration

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Hardent, Inc: Case Study VResults:● 774 LinkedIn followers● Gradual increase in SEO ranking● Significant growth in demand for company’s

services

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eXplorance, Inc: Case Study VI

Results:● Selected by Gartner as the 2014 Cool

Vendor in the Education industry report

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Marketing Maturity Models

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Today’s Takeaways

Focus on:● Most profitable target market(s) ● Correct marketing message● Engaging marketing tactics● Measuring & improving results

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Available at the Amazon bookstore

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About Direct Objective Consulting

● Consulting experience (over 10 years) ● Caters to Business-to-Business (B2B) clients● Specializing in technology, manufacturing &

large service companies● One-stop shop for marketing – Strategy,

Branding and Execution● Content & inbound marketing philosophy● Successful business track record

(recognized by CNN, Forbes & Gartner) ● Vast international experience - Confidential -

Thank YouGil Gruber, MBA

gil@directobjective.ca

www.directobjective.ca (514) 485-0336