Presentation in the partner track - How to build your marketing system

1. Building
a
Marke.ng
Machine
for
the
21st
Century

2. Agenda
• Introduc.ons
• Marke.ng
Today
• The
Perfect
System
• Building
your
founda.on
• Content
• Marke.ng
types
and
programs
• The
flywheel
• Managing
it
all

3. Who
is
this
Dan
Kraus
guy?
• 25
year
sales
&
marke.ng
veteran
– 9+
years
with
Great
Plains
SoLware
(‘89-­‐’98)
– 6+
years
with
SAP
(‘03-­‐’09)
– Allaire
– Macromedia
– Infinium
SoLware
– ADP,
Con.nental
Cable
(Comcast)
• Founded
3
companies
• UMASS
Amherst,
Marke.ng

4. Leading
Results
Overview
• Marke.ng
services
firm
–
coaching
and
consul.ng
» 1:1
Coaching,
Group
Coaching
» Frac.onal
VP
of
Marke.ng
» Social
Media
Coaching
and
Learning
» Referral
Marke.ng
Coaching
and
Classes
• Authorized
Duct
Tape
Marke.ng
coaches
• Offices
in
Boston
and
Philadelphia
• Clients
throughout
North
America
• We
help
our
clients
stop
was.ng
money
on
marke.ng
that
does
not
create
results

5. Leading
Results
Core
Marke.ng
Mantra
• Don't
talk
about
the
products
you
sell;
talk
about
the
problems
you
solve.
• Then
talk
about
the
remarkably
different
way
that
I
will
experience
working
with
you
as
you
solve
those
problems.
• Be
sure
you
tell
me
what
I
get;
NOT
what
you
do.
Because
I
don't
have
.me
to
figure
out
if
what
I
need
is
what
you
do.

6. “IF
YOU
DON’T
LIKE
CHANGE,
YOU’RE
GOING
TO
LIKE
IRRELEVANCE
EVEN
LESS.”
-­‐
GEN.
ERIC
SHINSEKI

7. 7
7!
7
SEVEN!
VII
SOURCE: edward boches, chief creative officer, chief social media officer at Mullen

8. customers want more participation and even control

9. relationships with media are more complex than ever

10. we want to do business with a person

11. expectations
are higher

12. there’s no such thing as perfect

13. attention is the new scarcity

14. the MP3 is good enough

15. What
this
means…
Interrup.on
doesn’t
work
anymore;
-­‐
I
want
to
find
you
when
I
need
you
-­‐
I
want
you
to
work
my
way
-­‐
I
will
always
have
other
op.ons

16. Marke.ng
has
fundamentally
changed!
From:
Outbound
To:
Inbound
(ProspecIng,
HunIng,
InterrupIng)
(ALracIng,
EducaIng,
“GeNng
Found”)
Print
Ads
Blogs,
e-­‐books,
white
papers
Radio
Ads
Podcasts
Television
Ads
Videos
Tradeshows
Webinars
Cold
Calling
Search
Engine
Op.miza.on
E-­‐mail
Blasts
RSS,
Feeds

17. Defini.on
of
Marke.ng
Know
Like
Trust
TRY
Buy
Repeat
Refer

18. Marke.ng
isn’t
hard,
but
it
is
complicated

19. Marke.ng
is
a
System
1.
Strategy
before
tac.cs
2.
Fill
your
marke.ng
hourglass
3.
Publish
educa.onal
content
4.
Create
a
total
web
presence
5.
Use
a
lead
genera.on
trio
6.
Make
selling
a
system
too
7.
Live
by
the
calendar

20. The Perfect Prospects
Can
Find
You
Lead Happy
customers
Valuable
content
Generation and
partners
refer
new
prospects
drives
interac.on
System
Exis.ng
customer
Engagement
with
marke.ng
drive
prospects
repeat
purchases
Some
Nurture
Some
Prospects
Prospects
Buy
Buy
Nurture
Programs
for
those
who
don’t
Founda.on

21. Digital
Flywheel
Prospects
Can
Find
You
Blog
Happy
customers
Valuable
content
and
partners
refer
drives
interac.on
new
prospects
Facebook
LinkedIN
Fan
Page
Exis.ng
customer
marke.ng
drive
Web
Engagement
with
repeat
purchases
PR
Site
prospects
2-­‐Step
Mktg
Some
Nurture
Some
Prospects
Prospects
BOutbound
uy
Twiper
Buy
Nurture
Programs
for
those
who
don’t

22. Strategy
before
tac.cs
(founda.on)
• Define your Marketing Purpose
• Narrow your focus
• Differentiate and dominate

23. Define
your
Marke.ng
Purpose

24. Marke.ng
Purpose
• Not
about
what
you
do
–
Its
why
you
do
it
» Beyond
making
money
• Ques.ons
to
Answer:
» What
value
do
we
always
deliver
» What
advice
would
you
give
to
someone
looking
to
buy
what
you
sell?
» How
do
you
want
your
customers
to
describe
you,
your
company,
your
service?

25. Narrow
your
focus

26. What
is
ideal?
•
Values you
• Profitable
• Refers

27. Ideal
customer
• Demographics
• Psychographics
• Geographics
• Behavior

28. Differen.ate
and
Dominate

29. Aprac.on
through
Differen.a.on
• To
a
prospec.ve
customer,
it
is
not:
» Great
service
• They
haven’t
worked
with
you
yet
» Length
of
.me
in
business
• But
it
might
be
similar
customers
you’ve
served
over
all
those
years
» How
well
trained
your
staff
is
• Cer.fica.ons
&
training
are
the
entry
.cket

30. What
people
really
buy?
• Your unique product/service
• Your unique process
• Your unique experience
• Your unique people
• Your unique guarantee
• Your unique packaging/delivery
…..Against a problem
Its not about the products you sell, its about
the problems you solve!

31. How
do
you
differen.ate
?
Yes
Not

32. Ask
Your
Ideal
Customers…
• What
made
you
decide
to
hire
us?
• What
was
the
biggest
problem
we
solved?
• What
that
we
do
is
of
the
most
value?
• What’s
one
thing
we
do
beper?
• What
could
we
do
beper?
• What
would
you
Google?
• Would
you
refer
us
(and
what
do
you
say)?
….What
themes
emerge?

33. Goal
–
A
new
way
to
talk
about
yourself
to
your
ideal
client
• Talking
Logo
–
What
you
do
for
a
living
• How
you
do
that
• Tag
lines
with
meaning

34. Sample
Talking
Logos
The
TL
is
the
answer
to
the
ques.on..
What
do
you
do?
A
good
TL
invites
the
response
of
“how
do
you
do
that”
or
tell
me
more…
• Architect
–
We
help
contractors
get
paid
faster
• Business
Coach
–
We
make
entrepreneurs
more
confident
• Career
Consultant
–
I
help
break
people
out
of
jail
• Cookie
Maker
–
We
bake
nostalgia
• Landscaper
–
Specialize
in
the
dirty
work
around
the
home
and
office

35. Differen.ate
–
SoLware
Selec.on
Firm
• What
you
do
for
a
living
“We
help
eliminate
buyer’s
remorse”
•
Complimentary
statement
“Precise
Advice,
at
the
Precise
Moment”
•
Posi.oning
goal/statement
To
be
recognized
as
a
leading
selec.on
bou.que
and
analysis
firm
•
Core
marke.ng
message
(Tag
Line)
“Leveling
the
playing
field”

36. The
founda.on
is
built...
• You
know
why
you
are
in
business
• You
have
a
difference
you
can
talk
about
that
mapers
to
your
ideal
customer
• You
understand
the
problems
you
solve
for
your
ideal
customers
• You
care
about
repeat
customers

37. Now
to
build
the
system…
Prospects
Can
Find
You
Happy
customers
Valuable
content
and
partners
refer
drives
interac.on
new
prospects
Exis.ng
customer
Engagement
with
marke.ng
drive
prospects
repeat
purchases
Some
Nurture
Some
Prospects
Prospects
Buy
Buy
Nurture
Programs
for
those
who
don’t

38. Defini.ons
for
Lead
Genera.on
• Net
New
Prospects
» Outreach
to
a
prospect
you
have
never
had
a
“conversa.on”
with
• Nurture
Marke.ng
» Regular
outreach
to
prospects
you
have
had
a
“conversa.on”
with
• Current
Customer
» Outreach
to
customers
who
have
spent
money
with
you
before
• Referral
Marke.ng
» Gewng
a
name
and
introduc.on
(implied
or
real)
from
another
that
has
a
trusted
rela.onship
with
both
par.es
• PR
&
Community
» Press
or
speaking
ac.vi.es
that
get
your
name
in
the
public
domain

39. Marke.ng
Hourglass
Know
Like
Trust
Try
Buy
Repeat
Refer

40. Marke.ng
Hourglass
&
Program
Types
Know
Net
New
Like
Nurture
Trust
Try
PR
&
Community
Buy
Repeat
Current
Customer
Refer
Referral

41. Marke.ng
Hourglass
&
Program
Types
Know
Net
New
Like
Nurture
Trust
Try
PR
&
Community
Buy
Repeat
Current
Customer
Refer
Referral

42. Trial
Know
Net
New
Like
Nurture
Trust
Try
Try
PR
&
Community
Buy
Repeat
Current
Customer
Refer
Referral

43. The
product/service
mix
strategy
• What
is
your
free
or
trial
offering?
» It
is
going
to
happen
(like
it
or
not)
» Be
prepared
» Think
services,
not
products
» CE
is
a
built
in
trial
(if
you
wan
to
go
there)

44. Step
1
–
Helping
prospects
find
you
• Net
new
lead
genera.on
• Gewng
found
via
search
• Referral
Marke.ng
with
Partners

45. Net
New
Lead
Genera.on
• Fills
the
gaps
in
your
plan
(plan
this
LAST)
• Narrowly
targeted
• 2-­‐step
–
direct
response
• Measurable
• Two
Goals:
» Uncover
ac.ve
opportuni.es
that
value
your
remarkable
difference
» Generate
contact
and
permission
for
nurture
marke.ng
to
enter
into
your
system

46. Net
New
Program
Examples
• Tele-­‐
Discovery
• PR
• Public
Speaking
to
groups
• Public
Wri.ng
–
Blogs,
Ar.cles
• Invites
in
support
of
Nurture
Programs
(you
already
will
be
doing)
• Ac.ve
Referral
Development
(more
on
this
tomorrow)

47. Getting Found = Valued Content
• You need marketing materials that Educate
• The problems you solve, packaged for
consumption

48. Content that builds trust
• Reviews
• Testimonials
• Personality
• Social media
• SEO oriented

49. Content that educates
• White papers
• Webinars
• FAQs
• Success stories
• About You

50. Marke.ng
Kit/Company
Face
• Case
Statement
–
problem
• Marke.ng
Story
of
how/
client
has;
picture
of
what
why
you
started
the
life
is
like
with
problem
business
(your
backstory)
solved;
how
they
got
here
in
• Product/Service
offerings
the
first
place;
path
to
• Case
Studies
follow;
call
to
ac.on
for
contact
-­‐
DU
• Tes.monials
• FAQ
• Core
Difference
• Ideal
Client
Descrip.on
• Client
List
• Processes
&
Checklists
that
you
use
with
your
clients
• Ar.cles
you
have
wripen

51. Blogging
• Add
Depth
to
Your
Web
Site
• Display
Personality
• Feeds
the
Spiders
• Thought
Leadership
Plaxorm

52. If you thinks its all about
content…

53. Content
Sources
StaIc
Content
(eg
Marke.ng
Kit,
Website)
• Interview
your
customers,
staff,
partners,
vendors
Dynamic
Content
(blog,
webinars,
newslepers)
• You
have
to
read
(or
hire
someone
to)
• Google
Reader
(RSS
Feeds)
to
follow
blogs
• Google
Alerts
for
updates
• Your
sales
and
your
support
staffs
–
Q’s
being
asked
• Partner’s
content

54. New
Content
Crea.on
• Share
the
burden
• Hire
a
writer
• Create
Standard
Copy
Blocks
» For
profiles
&
lis.ngs
» For
proposals/RFPs
» For
PR
ac.vi.es
• Establish
a
da.ng/expira.on
schema

55. Reduce,
Reuse,
Recycle
Create
Once
–
Use
Many
• Sales
ques.on
becomes
a
blog
post
• Blog
post
expanded
to
white
paper
• White
paper
content
repackaged
as
a
seminar
• Seminar
recorded
and
placed
on
website
• Shortened
seminar
placed
on
YouTube
• Slides
from
Seminar
placed
on
Slideshare
1
core
topic,
used
at
least
6
8mes

56. Outbound
–
Amplifica.on
&
Automa.on
Blog Post -> Social Media
XXTopic
blog
post
Blog
Post
X
Posted
XXTopic
ar.cle
in
newsleper
Tweet
linking
to
blog
post
Eventually blog
post becomes a
newsletter
article.
Newsletters go
onto your
facebook page.
Tweets
also
go
to
FB,
LinkedIN
Automa.cally

57. Next
-­‐
Nurture
Marke.ng
• You’ve
been
found
• You’ve
educated
• Some
have
bought
….
What
do
we
do
with
the
ones
that
didn’t?

58. What
is
Nurture
Marke.ng?
• Nurture
Marke.ng
is
the
process
of
con.nually
engaging
a
prospect
with
offers
based
on
your
unique
value,
and
invi.ng
them
to
respond
for
deeper
engagement

59. Why
Nurture
Marke.ng
is
So
Important
Know
• Who
and
how
• Ads
• Referrals
Like
• Web
site/blog
• Recep.on
• Newsleper
Trust
• Search
• Expert
content
• Sales
presenta.on
Try
• Webinar
• Evalua.on
• Nurturing
Buy
• Service
team
• New
customer
kit
• Finance/delivery
Repeat
• Post
project
survey
• Cross
selling
• Quarterly
events
Refer
• Results
reviews
• Partner
intros
• Peer2peer
events
©
Duct
Tape
Marke.ng
–
all
rights
reserved

60. Take
a
Thema.c
Approach
• Value
based
» Content
that
educates
» Content
that
builds
trust
• Creates
engagement
opportunity
• Themes:
» Not
about
your
product
or
service
» What
problem
does
your
customer
have
that
you
solve?
» Broad
enough
for
sub-­‐topics

61. Your
Themes
• Revolve
around
a
problem
(or
opportunity)
your
customer
has
and
wants
to
solve:
» Cash
Flow;
xSell/UpSell;
Marke.ng
Automa.on;
Beper
customer
rela.onships
A. Then
answer
how
your
product/service
solves
the
problem
B. Understand
the
compe..ve
or
alterna.ve
offerings
C. Understand
what
will
happen
to
them
(results,
effects,
lost
opportunity)
if
they
don’t
take
any
ac.on.
The
answers
to
A,
B,
and
C
will
help
you
build
your
ac.vi.es.

62. Consistency
Counts
How
oLen?
• Once
a
month
(average)
BUT
Vary
the
approach

63. Varied
Tac.cs
and
Delivery
Core
Tac.cs
• Newslepers
• Conversa.ons
(phone
&
F2F)
• Webinars
• 1:1
Value
Offers

64. Sample
Newsleper
TOC
• One
or
two
main
ar.cles
• Some
quick
.ps
related
to
your
theme
• Other
sources
of
informa.on
• Quick
success,
tes.monial
or
quote
• Item
of
interest

65. Other
Passive
Nurture
Tac.cs
• Educa.onal
email
series
• Value
Content
Offers
• Tes.monial
Stories
&
Videos
• Reviews

66. Example
Webinar
Agenda
• Introduc.on
• Problem
Statement
• Things
to
consider
in
the
solu.on
• Presenta.on
of
your
solu.on
• Demonstra.on
(as
appropriate)
• Summary
of
info
presented
• Call
to
Ac.on
• Q
&A
and
contact
info

67. Other
1:Many
Tac.cs
• Group
Entertainment
• In
Person
Seminars
• Twiper
• Blogging
• Slideshare
• YouTube
(educa.onal)

68. 1:1
Offers
• Audits
• Evalua.ons
• Quotes
• Custom
reports
or
analysis
• Market
Comparison

69. ExisIng
Customers
–
buy
again
&
refer
• Create
customer
delight
• Systema.cally
gather
and
track
informa.on
• Communicate
regularly
• Treat
customers
as
good
or
beper
than
prospects
• Follow-­‐up

70. Referrals
• Be
more
referable
• Industry
Partners
• Customers
• Be
predictable
and
systema.c
• Share
the
burden
• Follow-­‐up
…Session
tomorrow
just
on
referral

71. Get
the
flywheel
going…
Prospects
Can
Find
You
Blog
Happy
customers
Valuable
content
and
partners
refer
drives
interac.on
new
prospects
Facebook
LinkedIN
Fan
Page
Exis.ng
customer
marke.ng
drive
Web
Engagement
with
repeat
purchases
PR
Site
prospects
2-­‐Step
Ads
Some
Nurture
Some
Prospects
Prospects
BOutbound
uy
Twiper
Buy
Nurture
Programs
for
those
who
don’t

72. General
Web
Stats
• 80%
of
all
Internet
users
go
immediately
to
a
search
engine
when
online.
• 30-­‐40%
of
users
click
on
the
first
organic
lis.ng.
• 62%
of
search
users
click
a
link
on
the
first
page
of
search
engine
results.
• 70%
of
searches
are
LONG
TAIL
(very
relevant,
not
high
traffic)
• Years
to
reach
50
millions
users:
Radio,
38
years;
TV,
13
years;
Internet,
4
years;
iPod,
3
years.
Facebook
added
100
million
users
in
less
than
nine
months;
iPhone
applica.ons
hit
1
billion
in
nine
months.
• 77%
of
search
users
choose
organic
over
paid
lis.ngs
when
searching,
67%
choose
organic
search
when
purchasing.
• If
Facebook
were
a
country,
it
would
be
the
world's
fourth
largest,
between
the
United
States
and
Indonesia.
(600m
users)
• The
fastest
growing
segment
on
Facebook
is
55-­‐
to
65-­‐year-­‐old
females.
• LinkedIN
-­‐100m
members
(I’m
number
191342)
• Twiper
–
165m
accounts
+/-­‐

73. Why
bother
with
Social
Media?
Website
3 Connections
Social
Media
Site
Blog
Social
Media
Website
Site
Social
Media
Site
18 Connections Reviews

74. Get
Found

75. Establish
Credibility

76. DO
FIRST:
Create
a
listening
post
Customer
experience
Brand
men.ons
Compe..on
Accuracy
Media
monitor
Content

77. Op.mize
YOUR
brand
assets
• Images,
audio,
video
• Social
profiles
• Local
search
• Social
search
• Online
PR

78. Pick
your
key
sites

79. Gewng
Started
Socially
Come
to
my
session
tomorrow…
or
1. Create
a
profile
on
all
sites
2. Pick
one
a
month
to
get
good
at
3. Integrate
your
feeds
between
them
4. Talk
about
what
your
ideal
customer
cares
about
5. Do
it
consistently

80. Video
-­‐
Bigger
Than
You
Think
• The
average
U.S.
Internet
user
watches
186
videos
per
month
(May
2010)
• More
video
is
uploaded
to
YouTube
in
60
days
than
all
TV
networks
created
in
the
past
60
years
» 30
hours
of
new
video
every
minute
• E-­‐commerce
sites
that
use
videos
sell
up
to
45%
more
• 19%
of
small
business
adver.sers
already
use
online
video
–
up
from
8%
last
year.
• Forrester:
50x
more
likely
to
be
on
1st
page
of
Google’s
search
results
with
video

81. Video
is
moving
to
the
web
–
and
to
new
devices
• Web
video
is
already
responsible
for
32%
of
Internet
traffic,
growing
to
54%
in
2014.
60+%
annual
growth
• Web-­‐based
video
is
now
spreading
from
the
browser
to
the
TV
screen
and
mobile
devices
• Companies
have
to
be
there
to
reach
their
audience
Statistics source: Cisco

82. How
relevant
is
Video
SEO?
• About
30-­‐40%
of
video
views
are
the
result
of
search
queries
(including
Youtube
search).
• Another
30%
are
the
result
of
social
sharing
on
Facebook,
Twiper,
blogs,
etc.
• The
rest
gets
discovered
right
on
a
website
or
a
video
plaxorm
(“stumbled
on”).
Caveat:
Numbers
about
this
topics
vary
wildly.

83. Manage
the
Beast
Again…
Marke.ng
isn’t
hard,
but
it
is
complicated

84. #1
Fill
the
Marke.ng
Hourglass
Know
• Ar.cles
you
have
wripen
or
find
valuable
• Paid
Marke.ng
(2
step)
• Referrals
Like
• Web
site
&
Social
Media
• Response/recep.on/voicemail
• Newsleper
Trust
• Marke.ng
kit
• Value
added
content
• Tes.monials
&
Videos
Try
• Services
• Detailed
Evalua.on
• “Small”
Products
Buy
• Service
team
• New
customer
kit
• Finance/delivery
Repeat
• Post
project
survey
• Cross
selling
• Quarterly
events
Refer
• Results
reviews
• Joint
marke.ng
introduc.ons
• Peer2peer
events
©
Duct
Tape
Marke.ng
–
all
rights
reserved

85. #2
–
What
are
You
Talking
About?
• What
problems
do
you
solve?
• What
do
you
do
REMARKABLY
well?
• What
do
your
customers
and
prospects
really
care
about?
Set up 4 or 5 Themes

86. #3
–
Create
Time
&
Space
• You
have
to
create
.me/
resources
for
marke.ng
» Block
an
hour
a
day
» Hire
someone
» Recognize
you
can’t
do
everything
at
once
and
set
goals
» Ac.on
begets
ac.vity

87. #4
-­‐
Use
a
calendar

88. Live
by
the
Calendar
• Quarterly
or
Monthly
themes
• Weekly
ac.ons
&
Deadlines
• Daily
appointments

89. Summary
• Build
a
strong
founda.on
» Core
messaging,
ideal
customer,
why
you
are
in
business
• Content
is
KING
• Know-­‐Like-­‐Trust-­‐Try-­‐Buy-­‐Repeat-­‐Refer
» It
is
a
process
–
a
BUYING
process
• Social
Media
is
a
amplfier/flywheel
• You
need
a
system
to
manage
it
consistently

90. Result
Ultimately, an effective marketing
system eliminates the need to
compete on price.
Offer
#1
Complete
the
evalua.on,
get
the
slides

91. Offer
#2
• Marke.ng
Hour
Glass
Audit
» You
complete
our
ques.onnaire
» We
spend
an
hour
or
so
with
you
to
review
your
marke.ng
against
the
Marke.ng
Hour
Glass
» We’ll
provide
you
with
a
blank
copy
of
this
calendar
template
Check
the
box
for
the
free
45
minute
business
evalua.on

92. We help small businesses stop wasting money on marketing
Thank
You
&
QuesIons
Please
take
a
moment
to
complete
the
post
presenta.on
eval
that
you
will
receive
shortly
Contact Us
Web: www.leadingresults.com
Email: info@LeadingResults.com
Phone: 888-717-1715
Twitter: @LeadingResults ; @LauraBLorenz
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