The Marketing Alliance is a small team of independent marketing professionals that provides cost-effective programs to help companies: create foundational marketing platforms on a limited budget, find growth opportunities more efficiently, and realign sales, marketing, and customer support activities to overcome slow or negative growth. The team brings diverse talents and perspectives to offer practical, versatile, and scalable solutions. They think strategically and work efficiently, collaborating to get the right things done well with a focus on outcomes.

1. a work in progress
March 2015
The Marketing Alliance
Katherine Canipelli + Ken Kish + Cynthia Levesque + Scott Fields
Capabilities & Services
Creating Demand Generating Opportunities Realizing Value

2. The Marketing Alliance is a small team of independent marketing professionals who have joined forces to provide
cost-effective programs for companies that want to:
• Create foundational marketing platforms and outreach on a limited budget
• Find growth opportunities more efficiently and increase market awareness to accelerate new
business acquisition
• Realign sales, marketing, and customer support activities to overcome slow or negative growth
• Enhance perceived value and reputation to counter competitive market pressure
We’re the Virtual Marketing Department that you’ve dreamt about.
The Marketing Alliance brings together exceptionally diverse talents and perspectives—offering practical, versatile and
scalable solutions. We are former senior level corporate marketers who chose the independent professional path. Our
collective experience spans work with new venture startups to Middle Market to Global 2000 enterprises, from industrial
B2B to retail B2C channels to media entertainment, and from local to international markets. And we frequently tap into
our global professional networks for special insight, introductions, unique capabilities, and extra capacity.
We think strategically and work efficiently, collaborating to get the right things done well, designed with outcomes in mind.
Success is all about doing a few things exceptionally well
with market insights, agile strategy, persuasive creative, and disciplined execution
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Katherine Canipelli Ken Kish Cynthia Levesque Scott Fields

3. BOFU
Conversion Content
One to Many One to OneOne to a Targeted Few
TOFU-MOFU
Promotions Content
Targeted SellingMarket Positioning
Acct-Based MarketingLead Generation
Facilitating Marketing & Sales Effectiveness
from Strategy to Outcomes
Here’s an overview of our core capabilities and modular solutions approach:
Core Content Assets
Demand Generation
Customer Experience
Research
Market & Brand
Assessments
Customer Data
Analysis
Market Planning &
Development
Buyer Personas &
Profiles
Segmentation
Strategies
Strategic Alignment
Tactical Priorities
Creating
Demand
Generating
Opportunities
Realizing
Value
Context
Understanding
through Research
Commercialization
Defining
Foundations
Communications
Guiding Conversations
Campaigns
Building Trust &
Commitment
Project Management
Team Collaboration
Executive Interviews
Web Surveys
Focus Groups
Community Forums
CRM & Lists
Data Analytics
Mind Mapping
Visualization Tools
Website Design/Hosting
CMS & Content Library
A/B Testing
Marketing Automation
Site Analytics
Social Analytics
Online Events
On-Demand Access
Email Marketing
Social Marketing
Progressive Profiling
Tech Platforms
Brand Identity
Digital Marketing &
Channels
Value-Based
Messages
Creative
Designing for
Impressions

4. Target Segment
Prospects
1,000 companies
Non-Candidates
(don’t buy what you offer)
400 companies
Candidates
(buy what you offer)
600 companies
High Nurtures
~7% = 40/600
40 companies
Qualified Leads
~3% = 20/600
20 companies
Low Nurtures
90% = 540/600
540 companies
Invest Less
CRM Systems
Digital + Event
Content + Community
Social + Network
Inbound + Outbound
Advertising + PR
Market & Brand
Assessments
Customer Experience
Research
Customer Data
Analysis
Target Market
5,000 companies
Market Universe
10,000 companies
Account-Based
Marketing
Current
Perception
Positioning
Objectives
Lead Generation
Evangelist
Advocate
Loyalist
Filtered
Opportunities
50% = 10 companies
For Best Results, We Design Solutions with Outcomes in Mind
Negotiate &
Close Deals
80% - 8 new accounts
Customer Experience + Journey
Invest More
100 % ROI SCENARIO
• $1MM marketing investment
• $8MM new revenue closed
• 8 deals closed @ $1MM each
• 25% gross profit = $2MM
(gross profit – marketing investment)
marketing investment
Marketing Automation
Multi-Channel Campaigns
Velocity
Predictability
Integrated Campaign Management
Strategic Marketing Alignment
Perceived Value Insights
Core Content
Segmentation + Lists
Buyer Personas + Profiles
Value-Based Messaging
Lead Management
Funnel Analytics
Relationship &
Retention
Core Content
Assets
Goals & Metrics
Campaign Development
Demand
Generation
Content Development
TOFU-MOFU-BOFU
Testing & Monitoring
Personalization
Progressive Profiling
Digital Marketing
& Channels

5. Marketing & Sales
Applications
Social Media for Business
(core)
Intelligence & Analytics
Applications
Collaboration Platforms &
Project Management
We’re Experienced with the Tools of the Trade
and picking up more every day to help our clients improve results
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6. The Marketing Alliance
offering scalable best practices solutions backed by our network of specialists
Let’s talk about how we can help you improve your marketing &
sales effectiveness—and accelerate growth cost-effectively.
Katherine Canipelli kvcanipelli@marketingfolio.com 203-453-8949
Ken Kish bjkmarketingsolutions@gmail.com 740-972-5175
Creating Demand Generating Opportunities Realizing Value