July 2, 2014
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July 2, 2014 Mid-year Marketing Multipliers 8 Marketing Tips for the second half of 2014 Barbara Fowler CMO, Partner Chief Outsiders@barbfow50 @chiefoutsiders [email protected]
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Barbara Fowler. CMO, Partner Chief Outsiders@barbfow50 @ chiefoutsiders [email protected]. Mid-year Marketing Multipliers. 8 Marketing Tips f or the second half of 2014 . July 2, 2014. A cat. T he hottest new toy in 2014. M y company to grow faster. - PowerPoint PPT Presentation
Transcript of July 2, 2014
July 2, 2014
Mid-year Marketing Multipliers 8 Marketing Tips for the second half of 2014
Barbara FowlerCMO, Partner
Chief Outsiders@barbfow50@chiefoutsiders
Where are you in your buyer’s journey?
A cat The hottest new toy in 2014
My company to grow faster
To sell the best homeowners insurance in
Florida
I want…
Make your company easy to do business with!
What do you do when you need something? 57-92% of search starts on the internet!
Do clients find you via your website?
When they get to your site, what do they
expect?
What if they don’t find what they want?
Where are you now in marketing on the web?
SEO Content
Tech
3Key
Components
These are all connected and must be utilized together!
8 steps to take
Develop Strategy Before Tactics
Become Data-Driven
Benchmark Against Key Competitors
Integrate Everything
Identify BuyerPersonas
Review Current Marketing
Spend
1
2
3
4
5
6
$ ✓
✓
Everyone is in
marketing!8
Test7
It Begins with a Mindset
Benchmark Against Key Competitors
Be curious, get outside your own company!
1
Best Trade Show
Marketing
Best Blogs
Google Alerts, Talkwalker
Moz’s OpenSite Explorer
Marketing Grader
Competitor Analysis
Be curious, get outside your own company!
How?
SEM RUSH
EXPLORE!
Check where you are spending money and time
Review Current Marketing Spend
No Sacred Cows
2$ ✓
Including salaries?
What is the result?
$10,000,000 revenue What are you spending and what does it include?
$20,000 to $500,000
Averages are from 2-50+% depending on study and industry
Example
20% 12% 8% 7% 6% 6% 5% 21%
TRADE SHOWS, SEMINARS, CONFERENCES
CONTENT PRODUCTION
WEBSITE
AGENCY FEES
ADVERTISING
PR
OTHER
First Things First!
Develop Strategy Before Tactics3
What is the Difference?Strategy can be the broad goals of the company that generate the results the company wants to achieve. A tactic is a specific “do-it” to achieve the strategy.
Strategy or Tactic? • Be the market share leader in sales in the mid-market in our
industry.• Maneuver our brand into top two consideration set of household
decision makers. • Deploy a marketing campaign that leverages existing customer
reviews and spurs them to conduct word of mouth with their peers in online and real world events.
• Improve retention of top 10% of company performers. Offer best in market compensation plan with benefits as well as sabbaticals to tenured top performers, source ideas from top talent.
We want to work with people we know and trust*What do you need and how can I help you?
Identify Buyer Personas
Who are your prospects?Where do you find them?
How do they find you?What stage of the buying process are
they in?
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Paint a Picture
We want to work with people we know and trust*What do you need and how can I help you?
What are their demographics? Age, Gender, Income, etc.
Where do they go for information?
What are their pain points?
What are their most common concerns?
What do they value most? What are their goals?
How do I identify this persona?
How?
And they need it….Now!
Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases conversions by 341% (1)
If you call a lead within 60 seconds of a form fill you are 500% more likely to convert the lead (2)
The first business to speak to a lead on the phone is 238% more likely to get that lead as a customer than the second business to speak to the lead (1)
The odds of contacting a lead if called in 5 minutes are 100x higher vs.
30 minutes (1)
The odds of converting a lead if called in 5 minutes are 21x higher vs. 30
minutes (1)
Technology Tips: Consider these statistics.
(1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT
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2
3
4
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Think PESO!What is a MQL? What is a SQL?
Integrate Everything! The Earned Premium
Paid, Earned, Sponsored, Owned
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Obsess! Obsess!
Become Data-Driven
Show Me The Numbers!
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Show me the Numbers!
Analytics Before Anecdotes!!
ROI CLTV Conversions
How much revenue/how
much I invested
How much profit will I earn from
this customer over time?
What is a conversion
and how will I measure it?
You don’t need to bet the bank! Experiment!
Use Technology!And Test, Test, Test!
Google Analytics, Marketing Automation, CRM Systems, Apps, A/B testing,
7✓
Marketing Automation, CRM Systems, Apps
You don’t need to bet the bank! Experiment!
Google Analytics WhichTestWon.com A/B Testing of Landing Pages Optimizely.com
Email: MailChimp, Constant Contact,
Usertesting.com Hubspot.com
@
Develop the Culture/ Be Agile/ Experiment
There is no such thing as Digital Marketing, It’s Marketing!
Everyone is in Marketing!
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Thank you!
I can’t do it all! What should I start with?
MozLocal SEMRush Go Outside
If you don’t have it, add Google+ and update local
pages
Benchmark three
competitors. Decide who
to beat
Get some expert advice.
Marketing is evolving
every day.
Contact us!
Barbara Fowler ChiefOutsiders.com908-956-4529 Part-time CMOs for growth companies
