A workshop (including templates and frameworks) that focuses on the key areas of a marketing strategy - goals, target audiences, buyers personas, the buyer's journey, and tactical execution.
17. MARKETING STRATEGY CIRCLE
02
05
01
04
03
06
07
Measure/Optimize
Measure how marketing is performing
against KPIs and benchmarks. Then,
optimize to improve results and
performance.
Tactical Plan
Develop a tactical
implementation plan to guide
who does what, when and
how, as well as tools,
processes & best practices.
Channels
Discover and focus on the most
effective channels to engage,
educate and entertain
customers.
Your Story
Create value propositions,
boilerplates, elevator pitches, vision
and missions statements to tell and
share your story.
Goals
Clearly articulate what you want to
achieve, how and when. How much of a
commitment will it take– time, money,
people?
Target
Audiences
Focus on who matters to you. Create
buyer personas to get knowledge of
customers: their needs, problems and
buying behaviour.
Competitive
Landscape
Do a situational analysis to assess how
your marketing is performing. Do a
competitive audit to assess rivals’
strengths and weaknesses.
19. Business goals – sales growth, market share, #
of deals, deal size, geographical reach
Marketing goals – leads, demos, prospects
engaged, media coverage, new channels
20. S.M.A.R.T MARKETING
Time-bound
Create a timeline for
each marketing project,
including status
updates.
Relevant
Be pragmatic about
what you team can
achieve based on
resources, time and
people.
Specific
Be clear about what
type of marketing that
you are doing.
Measurable
Be sure you can track
your goals. Apply
quantitative and
qualitative attributes.
Achievable
Your goals are
possible, not based on
aspirations.
05
01
02
03
04
33. A framework that acknowledges a
buyer’s progression through a
research and decision process
that ultimately (hopefully!) ends
with a purchase.
34. KEY QUESTIONS
1. How do our customers make buying
decisions?
2. What are their competitive options?
3. Where do they research and get
information?
4. Who involved in the decision-making
process?
57. PRIORITIZE
After ranking marketing
channels, split them
into three buckets: now,
soon and later to
determine next moves.
LIST
Write down all the
marketing channels and
activities that could be
used to engage target
audiences, regardless of
their potential.
RANK
Rank all your marketing
channels based on
required resources,
costs and expected
success/ROI.
0203
01
LIST, RANK, PRIORITIZE
FRAMEWORK
No marketing strategy is a road to nowhere.
It wastes time, money and resources because there’s no guarantee what you’re doing is relevant or right.
It puts the cart before the horse.
No marketing strategy is a road to nowhere.
It wastes time, money and resources because there’s no guarantee what you’re doing is relevant or right.
It puts the cart before the horse.
These products are so compelling and meet an obvious need, they have hit the product-market fit jackpot.
A discussion around whether people in the room have strategic marketing plans.
Do you have one?
If not, why not?
If you do, where does it live?
How often is it updated?
What you’re going to do
Who’s going to do it
When it’s going to happen
How much will it cost
Goals?
What you’re going to do
Who’s going to do it
When it’s going to happen
How much will it cost
Goals?
What you’re going to do
Who’s going to do it
When it’s going to happen
How much will it cost
Goals?
What you’re going to do
Who’s going to do it
When it’s going to happen
How much will it cost
Goals?
Make sure everyone on your team is onboard.
Walk around the wheel to the place where you’re the most confident – the places where you’re doing well.
Why are you confident about being here? What are doing you doing right?
Now, walk around the wheel to the place where you’re least confident?
Why are unconfident?
One primary, two secondary
One to two core goals, three to five supporting goals
Sales dollars
Units sold
Market share
Mix of products or services
ROI on advertising expenditures
Awareness
Public relations placements
Number of new accounts/relationships
Share of customer's business
Sales conversion rates
What problem are you solving?
What is your customer thinking of how the problem is being solved?
How do other (competitors) say this problem is being solved?
How do you – the hero - believe this problem is being solved?
THE FACTS – SWOT
Internal: how well is your product meeting the needs of customers? How are you getting your product to market?
External: What external factors do you need to take into consideration – trends, new technologies, economic? Who are your biggest competitors?
A simple framework to analyze your company’s strengths and weaknesses, opportunities and threats.
Helps you focus on your strengths, minimize threats and take advantage of opportunities.
Strengths: things you do well, things under your control: product, people, brand, network, advantages over rivals, R&D
Weaknesses: [internal] things preventing your from performing at an optimal level: lack of technologies, lack of capital, poor location, things you lack
Opportunities: economic/competitive conditions, marketing growth
Threats: competition, regulation, supply prices, shifts in consumer behaviour, new technology
Goal: take advantage of your strengths and opportunities that you can capitalize on, while minimizing weaknesses.
List all your marketing activities
Then, rank how well you’re doing.
Be honest!
How could you improve
Compare with the group. Ask people doing well why they’re doing well. Ask people why they are struggling.
Direct, indirect, new and emerging
Select a competitor. Do a SWOT analysis on them.
The Pareto Rules – 20% of the work generates 80% of the results.