Rogue Marketing: Turn a Pain in the Neck into a Powerful Asset Webinar
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Don’t let the name fool you. We’ve got nothing against Rogue Marketers. If nothing else, we’re indebted to them. We’ve studied them for years, learning from them as we formulated a system that could turn havoc-wreaking mavericks into focused, lead-generating brand champions.
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Rogue Marketing: Turn a Pain in the Neck into a Powerful Asset Webinar
- 1. Turn ROGUE MARKETING from a PAIN IN THE NECK into a POWERFUL ASSET right idea, wrong execution
- 2. TODAY’S PRESENTATION + Part 1: Today’s Marketing Challenges + Part 2: Understanding Rogues + Part 3: From Pain in the Neck to Power Asset + Part 4: Fision Demo - Marketing Automation Solution + Part 5: Results and Benefits
- 3. BACKGROUND + 10 Years Marketing Strategist & Consultant with White Pine Consulting Group + 8 Years Executive Sales & Marketing Leadership + Rogue Sales & Marketing Manager + Rogue Sales Representative Craig Weinstock, Managing Partner & Marketing Strategist
- 4. 2012 MARKETING LANDSCAPE CUSTOMER WEB TELEVISION SOCIAL MEDIA PRINT E-MAIL SIGNAGE / OUTDOOR SALES REPS
- 5. 2012 MARKETING LANDSCAPE ONE SIZE DOES NOT FIT ALL
- 7. EFFECTIVE MARKETING TODAY + Localized + Personalized + On Message (Compelling Content) + On-time + Right Channel / Multi-Channel
- 8. WE CREATE ROGUES PART II SALES FUNNEL LEAD NURTURING & CORPORATE CAMPAIGN MANAGEMENT Sophisticated Lead Nurturing & MARKETING Campaign Marketing Qualified Lead Management SALES Sales Portal or No PROSPECTS & Tools FIELD SALES CUSTOMERS & MARKETING ROGUE MARKETERS
- 9. WHICH WOULD YOU SEND? VS.
- 10. EVERY TIME SOMEONE GOES ROGUE....
- 11. UNDERSTANDING ROGUES Two Types of Main Offenders: + Mavericks + Disregard all Brand Standards + Rule Hawks + Follow Brand Rules Down to the Letter
- 12. MAVERICKS
- 13. RULE HAWKS
- 14. THE IMPACT OF ROGUES
- 15. THE UPSIDE OF ROGUES
- 16. FROM PAIN IN THE NECK TO POWERFUL ASSET How Do We Lose the Bad and Keep the Good?
- 18. EMPOWER YOUR ROGUES WITH THE RIGHT TOOLS
- 19. MAINTAIN BRAND CONTROL & HARNESS YOUR ROGUES
- 21. EASY TO USE & INTEGRATED
- 23. THE FISION PROCESS C O R PO R ATE M AR C O M & P R O D U C T D E S IG N E R S FR AN C H IS E E N . AM E R IC A G LO B AL C H AN N E L D IS T R IB U T IO N M AR K E TIN G IN VE S TO R R E L M AR K E TIN G S ALE S S ALE S S ALE S PAR TN E R S FISION WEB PORTAL ASSET CUSTOMIZABLE CAMPAIGN LIST LIBRARY TEMPLATES MANAGER MANAGEMENT CENTRALIZED REPORTING, DASHBOARDS & ALERTS SYSTEMS & RU LES & PO LIC IES SYSTEM ADMINISTRATION VEN D O RS Business Unit CRM Organization / Role BUSINESS RULES/ POS Geography POLICIES & USER MARKETING ASSET INTEGRATION REPOSITORY Social Media MANAGEMENT SERVICES Compliance / Legal Print Email DISTRIBUTION, FULFILLMENT & ECART Direct Mail Fulfillment Translation Email Collateral/ Newsletters, RFPs Microsites E-brochures & Sales Proposals Client Systems Video Social Direct SMS POD Media Marketing
- 24. DEMO right idea, wrong execution
- 25. REAP THE BENEFITS + Improve Marketing Efficiency 1X to 3X + Generate More Leads & Improve Customer Engagement + Shorten Sales Cycles & Accelerate Revenue + Gain New Insight & Optimize Marketing ROI + Control Your Brand at Every Touchpoint + Convert Rogue Salespeople into On-Brand Powerhouses
- 26. WHITE PINE www.whitepineconsulting.com QUESTIONS? FISION www.fisiononline.com @fisiononline
Editor's Notes
- 30 sec max
- + Improved Marketing Effectiveness of 60+ Companies + Fortune 10 Companies to High-Growth Venture- based Companies
- Marketing and Media Are Evolving Together Your Company Is Defined By Customer ’ s Brand Experience at Every Touchpoint And if your brand isn ’ t the strongest it can be at every touchpoint, it WILL miss the customer completely. min - 1. Craig - picuter of the customer / icons for all kinds of touchpoints, social media, sales rep, show it all, they are bombarded with everything, the customer is the center of everything image: http://dionysus.psych.wisc.edu/methods/DMDX/Instructions/ItemNumberParsing/fear_face.bmp
- And a static, one-size-fits all approach to presenting your brand is simply not an option if you want to survive. image: http://dionysus.psych.wisc.edu/methods/DMDX/Instructions/ItemNumberParsing/fear_face.bmp
- You customers are everywhere They are all expecting relevant and localized messaging / content from your brand Most companies expect their brand to have global visibility and reach Sales is trying to be everywhere at once as the face of your brand With a Greater Demand for Instant, Relevant Content, there are More Opportunities For Sales to Go Rogue
- There are multiple SaaS platforms available that offer a diverse range of services specifically designed to control Rogues. I most recently worked with Fision, and will be using it as an example, being that it covers the largest breadth of services. And It helps us here because it is a platform designed by marketers, for marketers. And it ’ s functionality really speaks to the pains of both marketing AND sales. Fision is a SaaS that Provides all these services and covers all the areas we need to : Marketing Resource Management Marketing Automation Distributed Marketing Brand Control
- Think about it from a customer ’ s end - which WOULD YOU RATHER find in your inbox: A crappy TEXT EMAIOL WITH A BUNCH OF ATTACHMENTS? or a sexy, trackable email that is both Designed and Personalized? This is a no-brainer. But the trick is how do you achieve the more desirable option—across every touch point?
- Every time a sales person goes rogue, the likelihood or your brand to be diluted increases... It can feel like this...all the work we put into creating the best brand possible, clear messaging, airtight brand standards. Then they come along and derail it with their own customizations. And it ’ s easy to get frustrated, but if we take the time to Understanding rogues, image url: http://www.boingboing.net/filesroot/Breaking_technique.jpg
- Rule hawks - case studies -imagery too, rule hawks - nerdy, mavericks look superheroes
- Then there are the jack bauers—the mavericks who charge ahead on their mission with little or no regard for brand rules, guidelines or waiting for the most up to date messaging. Run Amok With Brand Assets Create Their Own Messaging Without a Second Thought Biggest Contributors to Brand Dilution (image: http://images.fanpop.com/images/image_uploads/Jack-Bauer-24-36840_1280_960.jpg)
- Sometimes following the rules too closely can wreak as much havoc internally as breaking the rules externally. Constant Low-Value Customization Requests Bottleneck Marketing Efficiency When tired of waiting, they just do it themselves Marketing Gets Blamed (image: http://us.123rf.com/400wm/400/400/imagedb/imagedb1108/imagedb110801418/10124823-portrait-of-a-female-police-officer-holding-a-stick.jpg )
- Both Types Contribute to Disharmony Between Marketing and Sales Both have their gripes about the other... But in the end, the brand suffers. Like the angryt and timid dogs - image url: http://www.famouschihuahua.com/wp-content/uploads/2007/12/yappy-chihuahuas.jpg
- However, there are some positive side-effects on the marketing department. High demand for new & better materials - pushes us to evolve High demand for faster production - pushes us to become more efficient and resourceful Out in the world / First-hand knowledge of customer pains and needs - invaluable insight Focused on Localization - keep the magnifying glass on Wants of Top Salespeople Benefit Sales across the entire sales force But mostly they just drive us nuts.... ( http://s3.images.com/huge.102.511820.JPG )
- What Kind of tools do they need? We ’ re dealing with a very specific toolset — one that allows them to follow their rogue impulses, yet prevents them from chipping away at your brand integrity. Tools that: Enforce Brand Control Streamline Marketing Customization Process Reduce Labor Costs Get the Right Message to Right Audience, Right Away Increase Leads & Revenue They need to be able to create assets, leverage assets they ’ ve created, the right level of customization but protecting your brand, but how do you make that happen? http://i.istockimg.com/file_thumbview_approve/9565418/2/stock-illustration-9565418-hardware-tools-sixteen-icon-set.jpg
- Wrap Up and Begin Q&A SOLUTIONS THAT ARM YOUR SALES FORCE, AS OPPOSED ALL DRIVEN FROM CENTRALIZED MARKETING