How To Manage and Improve Your 2012 Marketing Plan
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Transcript of How To Manage and Improve Your 2012 Marketing Plan
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How to Manage & Improve Your 2012 Marketing Plan
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
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Housekeeping
• Copy of this deck
• Offers for you– 10 minute brainstorm– Successful Selling– Secrets to Successful Social Selling
• Email me what you want– It’s that simple…
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Last Slide First
1. Understand your customer, product & objective before planning (let alone executing)
2. Use the resources you already before spending money
3. Review & assess/adjust your priorities, focus areas and execution at least weekly
4. Fire lots of bullets
5. Manage actively and openly
6. Sales & marketing is too important to leave to salespeople and marketers
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Four steps to a better plan
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets
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Five questions to start
• What/who are your targets?
• What do they care about? What outcome are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and (eventually) buy?
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Every initiative is filtered through:
• Customers
• Products
• Objectives
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Sales is your friend
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Put your marketing budget on a diet
• Combine PR and social media
• Hire your customers
• Use more content (yours and theirs)
• Join and participate in communities
• Build and launch remarkable products
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Management essentials
• Roles & responsibilities
• Triage
• Scorecards
• Meeting rhythm
• Transparency and trust
• Track to the close
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February forward
• Monthly reviews & postmortems
• Executive participation & sponsorship
• Communication & collaboration
• Idea box and side-burner
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Questions?