Greg Head - Foundation of Marketing: 5 Keys of Marketing Strategy

The Ultimate Event for Small Business Success.

The 5 Keys of Marketing Strategy

To Make All Your Marketing Work Better

Greg HeadChief Marketing Officer, Infusionsoft@GregHeadAZ


Confusion


Strategy Tactics

Word of MouthEmail MarketingWebsite Product ExperienceSEOSocial MediaPublic RelationsCollateralVideosAdvertisingEvents & ShowsOffers

Sales ChannelsPartner ChannelsReferralsDirect Mail GiveawaysBrand ImageCo-promotionLead GenerationTelemarketingSales ToolsPresentationsCustomer Marketing

Target MarketCustomer Problem

Products or ServicesUnique Benefits

Differentiation

Business Model

Brand Feel

The Marketing Game


Strategy

is simply the decisions

you make so your

tactics work better



Positioning


Positioning is everywhere


The 5 Keys of Marketing Strategy

Exist in Your Positioning Statement


The 5 Keys = Your Positioning Statement

For target customers, company is the leading category that

provides unique benefit.

Unlike competitors, company does unique differentiator.


The 5 Keys = Positioning

Target Customer

Category

Unique Benefit

Competition

Unique Differentiator


Infusionsoft Positioning


Infusionsoft Positioning

Infusionsoft is the leading sales and marketing software

for true small businesses, designed to

help them get organized, grow sales

and save time.Unlike other small business software providers, Infusionsoft is solely focused on small business success and provides one easy-to-use system for sales and

marketing.


Our Positioning In Action


Your Positioning Statement

For target customers, company is the leading category that

provides unique benefit.

Unlike competitors, company does unique differentiator.


Who is your target?


The Target Market Trap


Focus


What is your category?


What is your unique benefit?

Chipotle


What is your competition?


Why are you different and better for your target market?


The 5 Keys = Your Positioning Statement

Target Customer

Category

Unique Benefit

Competition

Unique Differentiator


Do these thingsto get big results


Be one thing


Be the leader


Write it out.Debate it openly.Decide it clearly.Speak it into existence.Live up to it.

Repeat it forever.


Positioning Books

• Al Ries & Jack Trout–Positioning–22 Immutable Laws of

Marketing–Focus

• Seth Godin–Purple Cow


What’s your focus?