Small Budget. Big Marketing. Izenda User Conference - Jan 2017

SMALL BUDGET.

BIG MARKETING.JEFF PERKINS

IZENDA USER CONFERENCE

JANUARY 2016

@jeffperkins8 #IZENDACONF2017

WHERE I’VE WORKED


LIFE CAN BE PRETTY GOOD AT BIG

COMPANIES

AutoTrader 2012 Annual Meeting


“I REALLY WANT TO BE A BIG

COMPANY GUY MY ENTIRE

CAREER.”

-SAID NO ONE EVER


“I WANT TO DO SOMETHING

MORE ENTREPRENEURIAL.”

-SAID EVERYONE EVER


I WENT FROM THIS...


TO THIS.


9 WAYS TO MAKE A BIG

IMPACT WITH A SMALL

BUDGET


1. BUILD A STACK


THERE’S NOTHING AUTOMATED

ABOUT MARKETING


YOU DON’T NEED A

TECH STACK.

YOU NEED A

PEOPLE STACK.


“I noticed that the dynamic range

between what an average

person could accomplish and

what the best person could

accomplish was 50 or 100 to 1...

A small team of A+ players can

run circles around a giant team

of B and C players.”

–Jay Elliott, Leading Apple with Steve Jobs


THE PEOPLE STACK INCLUDES

YOUR AGENCY NETWORK


BEWARE THE AGENCY RETAINER!


WHEN YOU HAVE THE RIGHT

TEAM, THERE’S NOTHING

YOU CAN’T DO.


2. POUR A STRONG

FOUNDATION


BUYERS ARE 70% OF THE WAY

THROUGH THE PURCHASE

PROCESS BEFORE ENGAGING A

SALES REP


IF YOU ARE WEAK ONLINE, YOU WILL BE

WEAK OFFLINE


3. THE IMPORTANCE OF

FOCUS


DO WE REALLY NEED A NEW

BRAND???


YOU CAN DO ANYTHING,

BUT YOU CAN’T DO

EVERYTHING.


WE ARE LOSING DEALS BECAUSE OF

_____________.

FOCUS 100% ON FIXING THE “BLANK”

WE ARE NOT GROWING REVENUE

FASTER BECAUSE OF ___________.


4. MAXIMIZE LIMITED

RESOURCES


SMALL COMPANIES CAN’T

AFFORD TO SPRAY AND PRAY


FIND THE WATERING HOLES


DON’T PAY FOR THINGS YOU CAN

DO FOR FREE


5. BE A DATA NERD


testingT


TRACK & MEASURE EVERYTHING


DRIVE HIGHER CONVERSIONS


6. GET YOUR NAME OUT

THERE


APPLY FOR EVERY AWARD YOU

CAN


MEET THE PRESS


7. THINK BIG


QUALITY JAM

• 200+ attendees

• 77% rated the event

“very good” or

“excellent”

• 90% plan to attend next

year


CONTENT

LIVES ON

AFTER THE

EVENT


8. BE THE BRAND


YOU ARE THE CHIEF

KOOL-AID DRINKER


IF SOMEONE MESSES WITH

YOUR BRAND, WHAT DO YOU

DO?


SHOW TWITTER BATTLE


9. WHAT WOULD

SPRINGSTEEN DO?


“GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS

HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE,

AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE

SPRINGSTEEN


TOP GROSSING CONCERTS OF

2016


1. BUILD A STACK

2. POUR A STRONG FOUNDATION

3. FOCUS

4. MAXIMIZE LIMITED RESOURCES

5. BE A DATA NERD

6. GET YOUR NAME OUT THERE

7. THINK BIG

8. BE THE BRAND

9. WHAT WOULD SPRINGSTEEN DO?

9 WAYS TO MAKE A BIG IMPACT ON A SMALL

BUDGET



THANK YOU!

Jeff Perkins

CMO

QASymphony

[email protected]

@jeffperkins8

https://www.linkedin.com/in/jeffperkins1

singlemindedproposition.com


Small Budget. Big Marketing. Izenda User Conference - Jan 2017

Marketing

Transcript of Small Budget. Big Marketing. Izenda User Conference - Jan 2017