The document appears to be a presentation on marketing. It discusses defining marketing as creating a message to achieve business goals. It also covers developing a marketing plan by understanding goals, customers, and the business situation. The presentation emphasizes the importance of listening to customers, developing targeted marketing campaigns, measuring results, and optimizing efforts ongoing.

1. Friday, October 12, 12

2. Robert Hunt
Hunt Consulting DFW - Managing Partner
VP Sales/Marketing and Business Development B2B Industries
such as Aerospace, Composites, Printed Circuit Board,
Wireless Telecom and Financial Services Industries.
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3. “Marketing”
QUICK QUESTIONS BEFORE WE START -
Who in here uses Marketing in their business?
Who has a Marketing Plan in writing?
Who feels they are EFFECTIVELY using Marketing?
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4. “Marketing”
The Hunt Consulting DFW definition of Marketing:
Marketing is the activity of creating your message and
communicating this with your prospects, customers, partners,
and society at large to achieve your business goals.
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5. Marketing
Although the primary result we seek in
most marketing is to increase profits,
there are many activities that Marketing
does that do not generate immediate sales.
๏ Build Awareness and Preference
๏ Build partnerships
๏ Engage the prospect and the customer
๏ Educate the market, and other influencers (government
๏ It aligns all parts of the company as ONE
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6. Marketing
Marketing should NOT be a random series of projects
but rather a Focused effort based on a Specific plan,
with a clear understanding of what results to expect.
Marketing efforts succeed when you align all your resources
behind a clear and compelling vision.
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7. Marketing Terms
๏ Out-bound - “YOU TO THEM”
- Direct Mail
- Advertising
- Face-to-Face events
- Email Marketing
- PR
๏ In-bound - “THEY TO YOU”
• SEO - help them find you
• Organic Ranking - takes time
• Pay-Per-Click - pay to be found
• Re-marketing (build awareness)
• Social Media Marketing
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8. ๏ Brand ID - how you WANT your product to be perceived in the minds of
the customer. Also Brand awareness, Brand preference.
๏ Social Media - internet sites where you do not PAY to place your
message but you cannot always control it either. Facebook, LinkedIn, Twitter,
YouTube, Blogs, Customer Review sites (YELP)
๏ Mobile Media - information that is optimized to perform on phones and
tablet devises. This and this is the fastest growing sector today.
๏ SEO - Search Engine Optimization means you adjust your website and other
content so it can be found easier than other peoples information.
๏ Organic Ranking - means your information shows up at the top of a
search page without paying to be there.
๏ PPC - Pay-Per-Click is where you place an ad or link and are charges when
someone clicks on it and goes to your site.
OTHERS?
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9. Current Trends in Marketing
Inbound has grown over
Outbound due to SEO and
Social Media.
Video is a powerful tool for
marketing that can educate,
engage, and increase ranking.
Shaveclub.com
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11. A Word on SEO
“The Great Migration from Penguin to Panda”
Don’t waste money on SEO unless you are committed to
providing real and consistent content. Google awards rank
to who they determine to be the BEST companies based
on the Google scale of excellence. Items like the number
of Google Circles, Authorship of content, Devaluation of
Exact-Match Domains and Landing pages.
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12. Current Trends in Marketing
Mobile media is growing
and will be the format of
choice going forward.
Content is King with
prospects and for Ranking
on search engines like
Google. Everybody should
be creating their own
content - EVERYBODY.
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13. Current Trends in Marketing
Customers expect you
to be listening to them
and engaging them
where they prefer.
New technologies like
Augmented Reality or
NFC (Near Field
Communications) are
created all the time.
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14. “You CAN Afford Marketing”
Marketing is an INVESTMENT and you should expect an
ROI just as you do when you buy a new machine.
Marketing involves more that running ads so even if you
don’t have a budget to spend outside the company, there
is plenty to do inside that is part of telling your story.
Align your existing resources and start
more campaigns as you see results.
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15. “How Much should I Spend on Marketing?
Harvard Business Review CLV Calculator
Amount of profit generated from selling one item as a result of a marketing effort.
- Additional profit seen from repeat orders
- Profit made by selling at a premium
- Profit from reduced operating costs
- Profit from Referrals
Total Lifetime Value Divided by the
Cost of the Marketing Effort = ROI
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16. Social Media is a low-cost method to connect with
your market, and is proven and trusted - use it.
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21. PR is Basically FREE
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22. Marketing Plan
Before you start any marketing efforts, you need to
define the following:
- Know who you are
- Know your goals
- Know the situation
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23. Know who you are
How can you get prospects excited
about you, when your own team
is not sure who you really are?
๏ What is your vision and mission (no seriously).
๏ What is your Culture, what really matters to you.
๏ What do you do, sell, provide the market.
๏ How do you want to be known to your Employees,
your customers, competition, and partners.
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24. Know your goals
How can you know if your marketing
is aimed in the right direction, unless
you have clear direction?
๏ Increase sales - how, how much, why
๏ Launch new product or into new markets
๏ Change to meet demands of the market
๏ Increase customer loyalty and build Brand Advocates
๏ Hold onto your culture (Small Giants)
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25. Know the Situation
Factor in everything that can affect your results
๏ What stage are your products in their lifecycle
๏ Are your products considered a commodity
๏ Is the market moving in a new direction
๏ Do you have the cash to move while others hide
๏ Is there a new regulation coming that will affect you
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26. Marketing Plans - Internal vs External
Internally, we will communicate with our team and build
unity of culture along with an understanding of our
Brand ID and how to deliver excellent customer service.
Externally, we will communicate our unique selling point
with a compelling message to each of our target
audiences through the best channel.
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27. NOTE: All your GOALS should
๏ Align with your Vision of the Company
๏ Be Measurable and Attainable
๏ Be in Writing
๏ Be Assigned to Specific People
๏ Have a Time Table and Due Dates
* These Marketing Goals will direct you to run specific campaigns.
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28. Marketing Campaigns
Example: Increase Sales, B2B Sector, 15% Y/Y
Factor in everything that can affect your results -
๏ What stage are your products in their lifecycle
๏ Are your products considered a commodity
๏ What share of the market do you have
๏ Is the market moving in a new direction
๏ Do you have the cash to move while others hide
๏ Is there a new regulation coming that will affect you
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29. Marketing Campaigns
WHERE CAN WE FOCUS OUR MARKETING?
๏ Sell More to your Existing customers
๏ Sell Other products to your Existing customers
๏ Find New customers in Existing markets
๏ Find New Markets that need your products
๏ Offer New Products to all the above
๏ Move Prospects through the Sales Funnel
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30. Marketing moves prospects
through the Sales Funnel
People vary in how they make a
purchase decision. Your message to
them needs to be different depending
on where they are in the Sales Funnel
Marketing creates a process that
communicates with the prospect at
each level of the funnel.
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31. Tell Your Story
Educate the
prospect on
your USP.
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32. Marketing Campaign Creation
Plan
Listen Measure
Optimize
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33. Listen
๏ What do our target customers want?
๏ What does the market think about our products?
๏ What are the barriers to entry for new markets?
๏ What is the total market available?
๏ Where do our customers go for information?
๏ What trends can affect our growth?
๏ What is our competition saying in the market?
๏ What do our employees feel we should be doing?
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34. LISTEN: Learn from your Employees and Customers.
Unfortunately, most marketing content is created without the help and insights of
those closest to the customers. Get input from the source so the content will
connect with it’s intended audience.
Who creates your marketing content?
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35. Plan
๏ Adjust our offering to meet the needs of the market
๏ Develop our Unique Selling Proposition (USP)
๏ Create ownership Internally of our Brand ID
๏ Research communication options to drive ROI
๏ Optimize Database system for leads and customers
๏ Create Campaigns to reach audience
๏ Set goals, time table, and metrics
๏ Create Sales Funnel for driving leads
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36. PLAN: B2B Campaigns
๏ Private Events to increase retention and get referrals.
๏ Exhibit at trade-shows and industry conferences.
๏ Social Media Marketing - create LinkedIn Company
page, form groups, and run ads to targeted prospects.
Create blog to find new leads and educate market.
๏ Use Webinars to support and train customers.
๏ Email blast to database directing to webinars and blog.
๏ Use Video to educate the market and increase ranking.
๏ Advertisements in targeted Industry publications.
๏ Partner with other companies to grow
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37. Measure
๏ Measure conversion rates generated by each campaign.
๏ Research and evaluate new channels of lead generation.
๏ Track website ranking and adjust to optimize SEO.
๏ Run A/B campaigns for SEM to maximize results.
๏ Monitor Social Media for feedback and trends.
๏ Track ROI of Face-to-Face events.
๏ Compare results of each campaign.
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38. Optimize
๏ Follow prospects through sales funnel to see trends.
๏ Use Social Media to refine new message to targets.
๏ Determine future campaigns based on ROI.
๏ Be aware of how competition reacts to your
marketing and adjust as needed.
๏ Adjust marketing efforts based on changes in the
industry, consumer preferences and the activities of
our competitors as we move forward.
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39. What You should be doing today
Even if you don’t have a marketing team or budget.
๏ Get your employees focused on the vision and start internally.
๏ Learn from your existing customers - talk with them.
๏ Monitor your competition.
๏ Watch for Market trends “skate where the puck is headed”
๏ Solidify relationships w/ customers, partners, the community and industry.
๏ Be ready for the time when you can start marketing.
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40. Questions from the TAB group
How to chose between hiring a marketing leader as an
employee or use an outside consultant.
๏ What are your goals and current resources?
๏ Do you have a team to implement all these items?
๏ Can your team do these with Excellence?
๏ Can you keep up with all the activities required?
๏ Can an outside consultant provide the resources
you need to get this done at a lower cost?
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41. Questions from the TAB group
What to look for in a Marketing Leader
Experience in doing the things mentioned above. Many
marketing activities can be contracted out to service
providers (video, SEO, PR, etc) but they all need to
follow one Marketing Plan that is based on the things
we looked at today.
This person also needs to have a strong knowledge of
Traditional and Current Marketing practices and
resources.
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42. Questions from the TAB group
Calculate the ROI or bang for the buck
(Return - Investment) = ROI
Investment
We also looked at the Lifetime Value of a Customer as a more accurate calculation,
but this equations eliminates those assumptions for a simpler view. It is complicated
to determine the “return” but whatever system you come up with, it can be used to
compare campaigns and see which is more effective.
For example, compare the ROI of Marketing to the cost of adding another Sales
person and see if your marketing is giving you the kinds of returns you want.
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43. Questions from the TAB group
Marketing to Affinity (or Partnership) Marketing
Affinity Marketing is a great way to share customer bases between two companies to
market each others products. This partnership can be great if the partner is
trustworthy and the value exchanged is fair to both sides. There also need to be a
connection in the mind of the customer such as Car Insurance company partnering
with auto-repair company.
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44. Thank you. Now go do Excellent Marketing
214-551- 3768
Robertjhunt2010@gmail.com
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