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Great Marke)ng When You Don’t 
   Work for  F5000 Company 
    Dan Kraus, President, Leading Results 
Agenda 

 •    Introduc)on 
 •    Small Business Marke)ng Challenge 
 •    Marke)ng re‐defined for the small business 
 •    The System 
 •    Q & A 
Dan Kraus – President, Leading Results 

      •  20 year sales and marke)ng veteran   
         –  10 years in sales roles with small business focus 
         –  10 years in marke)ng roles with small business focus 
      •  Corporate employment with SAP, Allaire, Great Plains 
         SoTware, ADP, Ar)soT 
      •  3 years as entrepreneur providing marke)ng services 
      •  UMASS Amherst – Marke)ng Degree 
      •  Authorized Duct Tape Marke)ng Coach 
      •  Clients: Tech resellers, Telemarke)ng Firms, SoTware 
         Companies, Day Care Center, Doctors 
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 
    »  Heavily weighted to technology   
 •  We help our clients stop was)ng money on marke)ng that
     does not create results 
The Perfect Marke)ng Job Opportunity 

 •  Reasonable, Established Budget 
 •  Defined Goals 
 •  Unique product/service with demonstrable 
    benefits 
 •  Good brand to back it up 
 •  Reference customers and tes)monials 
Most small business marke)ng jobs 

 •  Reasonable, Established Budget 
 •  Defined Goals 
 •  Unique product/service with demonstrable 
    benefits 
 •  Good brand to back it up 
 •  Reference customers and tes)monials 
Why is small business marke)ng so hard? 
What is Marke)ng? 

 Is this it? 

      Marketing, in economics, that part of the process of
      production and exchange that is concerned with the flow
      of goods and services from producer to consumer. In
      popular usage it is defined as the distribution and sale of
      goods, distribution being understood in a broader sense
      than the technical economic one. 
                                      Copyright © 2003, Columbia University Press
What is Marke)ng? 

 Or this? 
What is Marke)ng? 

 Or this? 
Small Business Owner 

                   Customer
                   Service
                  Products Supplies
                Vendors
                            Equipment

                                         Cash Flow
Employees
        Taxes                                   Invoices
                                        Bills
 Benefits




                      ess
                 Busin er
                  Own


                                                           Marketing
Defini)on of Marke)ng 




            Know    Like    Trust 
Defini)on of Marke)ng 


                        Know     Like    Trust 




       TRY              Buy     Repeat  Refer 
Marke)ng Has Changed 
         Outbound                    Inbound
   (Prospecting, Hunting,     (Attracting, Educating,
      “Interrupting”)           “Getting Found”)
         Print Ads          Blogs, E-books, White papers
         Radio Ads                   Podcasts
       Television Ads                 Videos
        Tradeshows                   Webinars
        Cold Calling        Search Engine Optimization
        E-mail Blasts               RSS, Feeds
A Marke)ng System for Small Businesses 
                                     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 
Amplified by the web 
                                     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 Buy 
                            Outbound                 Twieer  Buy 
                                     Nurture Programs 
                                      for those who 
                                           don’t 
Duct Tape Marke)ng System 

 •     Founda)on  
 •     Content that educates 
 •     Lead genera)on 
 •     Lead conversion 
 •     Customer Delight 
 •     Harness the Internet 
 •     Live by the calendar 
Build the Founda)on ‐ Strategy before tac)c 


 •  The marke)ng map 
 •  Ideal customer 
 •  Remarkable difference 

      For a small business – this is the brand 
The marke)ng map 

 •  Goals and gaps 
   »   Personal, Plan, Strategic, Tac)cal 
 •  Higher purpose mantra  
 •  Visual – ideal customer experience 
 •  Marke)ng dept – yes, an org chart (real or 
    virtual) 
Ideal customer 
   What is ideal?    Within This Context, then 
   •   Profitable        Define 
   •   Values you    •   Demographics 
   •   Refers        •   Psychographics 
                     •   Geographics 
                     •   Behavior 
Your Remarkable Difference 

 It is NOT: 
 •   The quality of the service/product 
 •   Price 
 •   Their longevity in business 
You need content that educates 

 •    A marke)ng overview 
 •    Online educa)on 
 •    Presenta)ons 
 •    Content strategy 
Crea)ng new customers 

 Now a business can start… 
 •  Nurture Marke)ng 
 •  Current Customer Marke)ng 
 •  Referral Marke)ng 
 •  Net New Prospect Programs 
 •  PR & Community Outreach 
Defini)ons for Lead Genera)on 
 •  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 
    »  Gelng a name and introduc)on (implied or real) from another 
      that has a trusted rela)onship with both par)es 
 •  Net New Prospects 
    »  Outreach to a prospect you have never had a “conversa)on” 
      with  
 •  PR & Community 
    »  Press or speaking ac)vi)es that get your name in the public 
      domain 
Know –Like‐Trust 
           Know 
           Like 
           Trust 
            Try 
           Buy 
          Repeat 
           Refer 
Know –Like‐Trust + + + + 
           Know                 Net New 

            Like 
                                Nurture 
           Trust 
            Try             PR & Community 

            Buy 
          Repeat            Current Customer 


           Refer                Referral 
Know –Like‐Trust + + + + 
           Know                 Net New 

            Like 
                                Nurture 
           Trust 
            Try             PR & Community 

            Buy 
          Repeat            Current Customer 


           Refer                Referral 
Trial 
         Know                 Net New 

          Like 
                              Nurture 
         Trust 
          Try      Try    PR & Community 

          Buy 
         Repeat           Current Customer 


         Refer                Referral 
The product/service mix strategy 

 •    What is your free or trial offering? 
 •    What is your starter offering? 
 •    What is your “make it easy to switch” offering? 
 •    What is your core offering? 
 •    What are your add‐ons to increase value? 
 •    What is your “customers only” offering? 
 •    What are your strategic partner pairings? 
The Marke)ng Hourglass ‐ Tac)cs 
           Know 
                     • Ar)cles you have wrieen or find valuable 
                     • Paid Marke)ng (2 step) 
                     • Referrals 




            Like 
                     • Web site & Social Media 
                     • Response/recep)on/voicemail 
                     • Newsleeer 




            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 
Harness the Internet and Amplify 

 •  Implement a Small Business Social Media 
    System (social marke)ng) 
 •  175 MILLION people log into Facebook Daily 
 •  20 Million Twieer Users (80/20) 
 •  55 million LinkedIN members 

   “. . . the use of technology to co‐create  
    know, like and trust.” 
Social Marke)ng Approach 

 1.  Have a strategy that fits with your overall
      marke)ng strategy 
 2.  Listen and Learn 
 3.  Lay out your bait 
 4.  Trap and tag 
 5.  Track and close 
Great Marketing When You Dont Work For A F5000 Company Ppt
Create the Hub and Spoke 
Live by the Calendar 

 •  Quarterly or Monthly themes 
 •  Weekly ac)ons & Deadlines 
 •  Daily appointments 
Summary 

 •  Marke)ng from inside a small business needs 
    to boiled down to essen)als 
 •  Generate KNOW‐LIKE‐TRUST to Drive TRY 
 •  Then get BUY‐REPEAT‐REFER 
 •  5 Forms of Program 
   »  Net New, Nurture, PR, Current Customer, Referral 
 •  Social Media is an Amplifier 
 •  Make It a system and manage it 
Result 
   Ultimately, an effective marketing
   system eliminates the need to
   compete on price.
We help small businesses stop wasting money on marketing




                                  THANK YOU 
                                   Ques)ons? 

                   Contact Us
Web: www.leadingresults.com
Email: info@LeadingResults.com
Phone: 978-562-4161
Twitter: @LeadingResults
FaceBook: facebook.com/leadingresults
LinkedIN: linkedin.com/in/leadingresults

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Great Marketing When You Dont Work For A F5000 Company Ppt

  • 1. Great Marke)ng When You Don’t  Work for  F5000 Company  Dan Kraus, President, Leading Results 
  • 2. Agenda  •  Introduc)on  •  Small Business Marke)ng Challenge  •  Marke)ng re‐defined for the small business  •  The System  •  Q & A 
  • 3. Dan Kraus – President, Leading Results  •  20 year sales and marke)ng veteran    –  10 years in sales roles with small business focus  –  10 years in marke)ng roles with small business focus  •  Corporate employment with SAP, Allaire, Great Plains  SoTware, ADP, Ar)soT  •  3 years as entrepreneur providing marke)ng services  •  UMASS Amherst – Marke)ng Degree  •  Authorized Duct Tape Marke)ng Coach  •  Clients: Tech resellers, Telemarke)ng Firms, SoTware  Companies, Day Care Center, Doctors 
  • 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  »  Heavily weighted to technology    •  We help our clients stop was)ng money on marke)ng that  does not create results 
  • 5. The Perfect Marke)ng Job Opportunity  •  Reasonable, Established Budget  •  Defined Goals  •  Unique product/service with demonstrable  benefits  •  Good brand to back it up  •  Reference customers and tes)monials 
  • 6. Most small business marke)ng jobs  •  Reasonable, Established Budget  •  Defined Goals  •  Unique product/service with demonstrable  benefits  •  Good brand to back it up  •  Reference customers and tes)monials 
  • 8. What is Marke)ng?  Is this it?  Marketing, in economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one.  Copyright © 2003, Columbia University Press
  • 11. Small Business Owner  Customer Service Products Supplies Vendors Equipment Cash Flow Employees Taxes Invoices Bills Benefits ess Busin er Own Marketing
  • 12. Defini)on of Marke)ng  Know  Like  Trust 
  • 13. Defini)on of Marke)ng  Know  Like  Trust  TRY  Buy  Repeat  Refer 
  • 14. Marke)ng Has Changed  Outbound Inbound (Prospecting, Hunting, (Attracting, Educating, “Interrupting”) “Getting Found”) Print Ads Blogs, E-books, White papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Optimization E-mail Blasts RSS, Feeds
  • 15. A Marke)ng System for Small Businesses  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 
  • 16. Amplified by the web  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 Buy  Outbound   Twieer  Buy  Nurture Programs  for those who  don’t 
  • 17. Duct Tape Marke)ng System  •   Founda)on   •   Content that educates  •   Lead genera)on  •   Lead conversion  •   Customer Delight  •   Harness the Internet  •   Live by the calendar 
  • 18. Build the Founda)on ‐ Strategy before tac)c  •  The marke)ng map  •  Ideal customer  •  Remarkable difference  For a small business – this is the brand 
  • 19. The marke)ng map  •  Goals and gaps  »   Personal, Plan, Strategic, Tac)cal  •  Higher purpose mantra   •  Visual – ideal customer experience  •  Marke)ng dept – yes, an org chart (real or  virtual) 
  • 20. Ideal customer  What is ideal?  Within This Context, then  •   Profitable  Define  •   Values you  •   Demographics  •   Refers  •   Psychographics  •   Geographics  •   Behavior 
  • 21. Your Remarkable Difference  It is NOT:  •   The quality of the service/product  •   Price  •   Their longevity in business 
  • 22. You need content that educates  •  A marke)ng overview  •  Online educa)on  •  Presenta)ons  •  Content strategy 
  • 23. Crea)ng new customers  Now a business can start…  •  Nurture Marke)ng  •  Current Customer Marke)ng  •  Referral Marke)ng  •  Net New Prospect Programs  •  PR & Community Outreach 
  • 24. Defini)ons for Lead Genera)on  •  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  »  Gelng a name and introduc)on (implied or real) from another  that has a trusted rela)onship with both par)es  •  Net New Prospects  »  Outreach to a prospect you have never had a “conversa)on”  with   •  PR & Community  »  Press or speaking ac)vi)es that get your name in the public  domain 
  • 25. Know –Like‐Trust  Know  Like  Trust  Try  Buy  Repeat  Refer 
  • 26. Know –Like‐Trust + + + +  Know  Net New  Like  Nurture  Trust  Try  PR & Community  Buy  Repeat  Current Customer  Refer  Referral 
  • 27. Know –Like‐Trust + + + +  Know  Net New  Like  Nurture  Trust  Try  PR & Community  Buy  Repeat  Current Customer  Refer  Referral 
  • 28. Trial  Know  Net New  Like  Nurture  Trust  Try  Try  PR & Community  Buy  Repeat  Current Customer  Refer  Referral 
  • 29. The product/service mix strategy  •  What is your free or trial offering?  •  What is your starter offering?  •  What is your “make it easy to switch” offering?  •  What is your core offering?  •  What are your add‐ons to increase value?  •  What is your “customers only” offering?  •  What are your strategic partner pairings? 
  • 30. The Marke)ng Hourglass ‐ Tac)cs  Know  • Ar)cles you have wrieen or find valuable  • Paid Marke)ng (2 step)  • Referrals  Like  • Web site & Social Media  • Response/recep)on/voicemail  • Newsleeer  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 
  • 31. Harness the Internet and Amplify  •  Implement a Small Business Social Media  System (social marke)ng)  •  175 MILLION people log into Facebook Daily  •  20 Million Twieer Users (80/20)  •  55 million LinkedIN members  “. . . the use of technology to co‐create    know, like and trust.” 
  • 32. Social Marke)ng Approach  1.  Have a strategy that fits with your overall  marke)ng strategy  2.  Listen and Learn  3.  Lay out your bait  4.  Trap and tag  5.  Track and close 
  • 35. Live by the Calendar  •  Quarterly or Monthly themes  •  Weekly ac)ons & Deadlines  •  Daily appointments 
  • 36. Summary  •  Marke)ng from inside a small business needs  to boiled down to essen)als  •  Generate KNOW‐LIKE‐TRUST to Drive TRY  •  Then get BUY‐REPEAT‐REFER  •  5 Forms of Program  »  Net New, Nurture, PR, Current Customer, Referral  •  Social Media is an Amplifier  •  Make It a system and manage it 
  • 37. Result  Ultimately, an effective marketing system eliminates the need to compete on price.
  • 38. We help small businesses stop wasting money on marketing THANK YOU  Ques)ons?  Contact Us Web: www.leadingresults.com Email: info@LeadingResults.com Phone: 978-562-4161 Twitter: @LeadingResults FaceBook: facebook.com/leadingresults LinkedIN: linkedin.com/in/leadingresults