Mais conteúdo relacionado Semelhante a Making Marketing Pay (20) Mais de Bryony Thomas - Marketing Speaker | Writer | Consultant (6) Making Marketing Pay1. Making Marketing Accountable
Shifting perceptions of marketing as the
money spender to the money makers
Thursday, 26th March 2009
Clear Thought Consulting Ltd
Smart Thinking | Straight Talking | Gets Results
www.clear-thought.co.uk
Thursday, 26 March 2009
2. Quick facts on me...
© 2009, Clear Thought Consulting Ltd 2
Thursday, 26 March 2009
3. Quick facts on me...
© 2009, Clear Thought Consulting Ltd 2
Thursday, 26 March 2009
4. Quick facts on me...
■ Set up Clear Thought Oct 08
■ 12 years marketing
■ Most recently Director of Marketing in
Experian’s marketing services division
■ Business to business specialist
■ Strategic planning to hands-on
execution through a freelance model
■ MBA (dist), CIM Professional Diploma
(dist), BSc Politics
■ More at www.clear-thought.co.uk
© 2009, Clear Thought Consulting Ltd 2
Thursday, 26 March 2009
6. Who are we accountable to?
© 2009, Clear Thought Consulting Ltd 4
Thursday, 26 March 2009
7. Who are we accountable to?
Our World
© 2009, Clear Thought Consulting Ltd 4
Thursday, 26 March 2009
8. Who are we accountable to?
Our World Our Customers
© 2009, Clear Thought Consulting Ltd 4
Thursday, 26 March 2009
9. Who are we accountable to?
Our World Our Customers Our Companies
© 2009, Clear Thought Consulting Ltd 4
Thursday, 26 March 2009
10. Who are we accountable to?
Our World Our Customers Our Companies
See: Alain Thys, Future Lab: Reflecting on Marketing Accountability, SlideShare
© 2009, Clear Thought Consulting Ltd 4
Thursday, 26 March 2009
13. Making marketing pay
Managing the sales funnel
© 2009, Clear Thought Consulting Ltd 6
Thursday, 26 March 2009
14. Making marketing pay
Managing the sales funnel
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
© 2009, Clear Thought Consulting Ltd 6
Thursday, 26 March 2009
15. Making marketing pay
Managing the sales funnel
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
© 2009, Clear Thought Consulting Ltd 6
Thursday, 26 March 2009
16. Making marketing pay
Managing the sales funnel
Awareness Need Recognition
Interest Information Search
Evaluation Evaluate Alternatives
Trial Purchase Decision
Post-Purchase
Adoption Evaluation
Loyalty
© 2009, Clear Thought Consulting Ltd 6
Thursday, 26 March 2009
17. Making marketing pay
Managing the sales funnel
Awareness Need Recognition Attention
Interest Information Search
Interest
Evaluation Evaluate Alternatives
Trial Purchase Decision Desire
Post-Purchase Action
Adoption Evaluation
Loyalty
© 2009, Clear Thought Consulting Ltd 6
Thursday, 26 March 2009
18. Making marketing pay
Managing the sales funnel
Awareness Need Recognition Attention
Interest Information Search
Interest
Evaluation Evaluate Alternatives
Trial Purchase Decision Desire
Post-Purchase Action
Adoption Evaluation
Loyalty
See: Kotler’s rational model of decision making
© 2009, Clear Thought Consulting Ltd 6
Thursday, 26 March 2009
19. Making marketing pay
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
20. Making marketing pay
Integrating your activities
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
21. Making marketing pay
Integrating your activities
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
22. Making marketing pay
Integrating your activities
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
23. Making marketing pay
Integrating your activities
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
24. Making marketing pay
Integrating your activities
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
25. Making marketing pay
Integrating your activities
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
26. Making marketing pay
Integrating your activities
Awareness
Interest
Evaluation
Trial
Adoption
Loyalty
Worked client example - IT sector
© 2009, Clear Thought Consulting Ltd 7
Thursday, 26 March 2009
27. Making marketing pay
Generate awareness
Fill the sales funnel
Educate the initiator
Build confidence
through the DMU
Close
Build
loyalty
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 8
Thursday, 26 March 2009
28. Making marketing pay
Balanced spending
Generate awareness
Fill the sales funnel
Educate the initiator
Build confidence
through the DMU
Close
Build
loyalty
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 8
Thursday, 26 March 2009
29. Making marketing pay
Balanced spending
Generate awareness Awareness
Leads
Fill the sales funnel
Meetings
Educate the initiator
Build confidence
Proposals
through the DMU
Close Close
Loyalty
Build
loyalty
0 37500 75000 112500 150000
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 8
Thursday, 26 March 2009
31. Proving it
Suspects
Un-qualified Leads
Qualified Leads
Proposals
Sales
Client engagement
© 2009, Clear Thought Consulting Ltd 10
Thursday, 26 March 2009
32. Proving it
Tracking conversions
Suspects
Un-qualified Leads
Qualified Leads
Proposals
Sales
Client engagement
© 2009, Clear Thought Consulting Ltd 10
Thursday, 26 March 2009
33. Proving it
Tracking conversions
Conversion
Suspects ?
Un-qualified Leads 50%
Qualified Leads 30%
Proposals 50%
Sales 30%
Client engagement
© 2009, Clear Thought Consulting Ltd 10
Thursday, 26 March 2009
34. Proving it
Tracking conversions
Conversion
Target
Suspects 200 ?
Un-qualified Leads 100 50%
Qualified Leads 30 30%
Proposals 15 50%
Sales 5 30%
Client engagement
© 2009, Clear Thought Consulting Ltd 10
Thursday, 26 March 2009
35. Proving it
Target
200
100
30
15
5
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 11
Thursday, 26 March 2009
36. Proving it
Identifying holes
Target
200
100
30
15
5
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 11
Thursday, 26 March 2009
37. Proving it
Identifying holes
Target Actual
200 198
100 127
30 27
15 4
5 £0
12
26
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 11
Thursday, 26 March 2009
38. Proving it
Identifying holes
Target Actual RAG
200 198 99%
100 127 127%
30 27 90%
15 4 26%
5 £0 0%
12
26
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 11
Thursday, 26 March 2009
39. Proving it
Identifying holes
Target Actual RAG
200 198 99%
100 127 127%
30 27 90%
15 4 26%
5 £0 0%
12
26
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 11
Thursday, 26 March 2009
40. Proving it
Identifying holes
Target Actual RAG
Downloads Webinar
200 198 99% Interactions
11% 8% Existing clients
11% 37% Known prospects
Unknown prospects
100 127 127% 16% 39% Other
63%
15%
30 27 90%
15 4 26% 15% 15%
Sources
7%
9% 51% DM Named
5 £0 0% 27% DM Company
69% E-News
7% WOM
12
26
Worked client example - professional services
© 2009, Clear Thought Consulting Ltd 11
Thursday, 26 March 2009
42. Tips to take away
© 2009, Clear Thought Consulting Ltd 13
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43. Tips to take away
Show Context
© 2009, Clear Thought Consulting Ltd 13
Thursday, 26 March 2009
44. Tips to take away
£
£££
Show Context Show Impact
© 2009, Clear Thought Consulting Ltd 13
Thursday, 26 March 2009
45. Tips to take away
£
£££
Show Context Show Impact Maintain Flow
© 2009, Clear Thought Consulting Ltd 13
Thursday, 26 March 2009
46. Tips to take away
£
£££
Show Context Show Impact Maintain Flow
Speak English!
© 2009, Clear Thought Consulting Ltd 13
Thursday, 26 March 2009
48. Continue the conversation...
■ Does ROI mean a race to the bottom?
■ Information overload Vs hunch-based decisions?
■ Transparency Vs protecting expertise?
http://clearthoughtconsulting.wordpress.com
Thursday, 26 March 2009