July 2, 2014

Mid-year Marketing Multipliers 8 Marketing Tips for the second half of 2014

Barbara Fowler

CMO, Partner

Chief Outsiders@barbfow50@chiefoutsiders

bfowler@chiefoutsiders.com

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

Test

7

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

EMAIL

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?

4

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

1

2

3

4

5

Think PESO!What is a MQL? What is a SQL?

Integrate Everything! The Earned Premium

Paid, Earned, Sponsored, Owned

5

Obsess! Obsess!

Become Data-Driven

Show Me The Numbers!

6

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!

8

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