A presentation for the 2017 Cherry Bekaert not-for-profit seminar about the new rules, new tools and new questions to ask to improve marketing effectiveness.

1. NANETTE KIRSCH
MARKETING THAT COUNT$

2. MARKETING THAT COUNT$
YOUR MARKETING CHALLENGES
1. Awareness/Visibility/Strategy
2.Value Proposition
3.Competition “Deciding what is/is not worthy of promotion.”
“Being known as a resource.”
“Telling our story to a broader audience. No one’s heard of us.”
“Clearly and concisely articulating our purpose.”
“Making sure people understand our mission/
philosophies.”
“Tailoring our messaging to diverse stakeholder
groups on limited budget/staff capacity.”“Larger competitors with bigger spends.”

3. MARKETING THAT COUNTS
WHAT YOU’LL LEAVE WITH TODAY
▸ New rules for measuring marketing effectiveness
▸ New tools for marketing productivity and better data-
driven decisions
▸ Noodles, good questions for your marketing team to
assess your market positioning

4. MARKETING THAT COUNT$
HOW MARKETING USED TO LOOK: OUTBOUND
▸ Broadcast via media channels and tune your message to
find your audience
▸ Media relations
▸ Advertising
▸ Trade shows
▸ Print collateral

5. NEW RULES
MARKETING THAT COUNTS

6. TODAY CUSTOMERS ARE 60%
THRU THE BUYING PROCESS
BEFORE ENGAGING WITH A
SALESPERSON
The Disappearing Sales Process
MARKETING THAT COUNTS

7. MARKETING THAT COUNTS
SO WHAT ARE THEY DOING?
▸ Googling for solutions
▸ Identifying options online based
on organizations’ ability to answer
their questions.
▸ Doing social research (user
reviews, social media chatter, etc.)
▸ Reading less, watching and
listening more.

8. MARKETING THAT COUNTS
INBOUND MARKETING
▸ Attracts prospects online
▸ Helps solve THEIR problems
▸ And in so doing…EARNS
their business when they’re
ready to donate/buy/invest

9. MARKETING THAT COUNTS
INBOUND MARKETING
Strangers
Customers/
Donors
Leads

11. NEW TOOLS
MARKETING THAT COUNTS

12. MARKETING THAT COUNT$
WEBSITES: SQUARESPACE.COM

13. MARKETING THAT COUNT$
EMAIL MARKETING: MAILCHIMP.COM

14. MARKETING THAT COUNT$
SOCIAL MEDIA: HOOTSUITE.COM

15. MARKETING THAT COUNT$
INBOUND MARKETING: HUBSPOT.COM

16. MARKETING THAT COUNT$
AMBASSADOR MARKETING: YIPYIP

17. MARKETING THAT COUNT$
“NEW” METRICS OF INBOUND: MEASURE THE FUNNEL
▸ Strangers: How many new people is marketing attracting
monthly?
▸ Leads: What percent are “converting,” i.e., how many new
emails are we capturing?
▸ Customers/Donors: What percent are “converting,” i.e.,
how many are we handing off to development and are
they giving?

18. MARKETING THAT COUNT$
“NEW” METRICS OF INBOUND: MEASURE EFFECTIVENESS
▸ Not just website visits but conversions/form fills.
▸ Not just blog posts, but subscribers/offers/form fills.
▸ Not just email, but open rates, click through rates (CTRs)
A/B tests.
▸ Not just social media presence, but engagement.

20. NOODLES

21. MARKETING THAT COUNT$
BRANDING/VALUE PROPOSITION
▸ It is your organization’s promise…
▸ Articulated from your best customers’ point of view
▸ About what problem you uniquely solve for them.
▸ It is supported by 3 pillars that answer “how.”
▸ These form the foundation of effective marketing
strategies.

22. MARKETING THAT COUNT$
EXAMPLES

23. MARKETING THAT COUNT$
10 QUESTIONS TO ENGAGE YOUR MARKETING TEAM
1. Does our branding statement make a promise that
differentiates us?
2. Are we gathering “voice of the customer” (clients and
donors) to validate our position?
3. How can we create listening posts to our key stakeholders?
4. Is our branding “just a tagline” or are we using it as a
rudder?
5. Have new/bigger competitors eroded our position?

24. MARKETING THAT COUNT$
10 QUESTIONS TO ENGAGE YOUR MARKETING TEAM
6. Who is our donor?
7. Do we show that we know them in how we communicate
or are we still “broadcasting”?
8. Where can we establish thought leadership? What
problems can we help solve, what expertise can we share?
9. How are we measuring our impact?
10.How will we share and act on what we learn?

25. MARKETING THAT COUNT$
WHAT YOU CAN DO
▸ Support Continuing Education:
▸ The Internet Summit, November
▸ AMA High Five, February
▸ HubSpot Inbound, Spring
▸ Collaborate, help measure.
▸ Be an ambassador.

26. MARKETING THAT COUNT$
KEY TAKEAWAYS
▸ New Rules: Talk to me like you
know me. Help me solve my
problems. Then, I’ll support you.
▸ New Tools: New technologies
make it affordable and efficient to
improve marketing effectiveness.
▸ Noodles: Good questions drive
better outcomes. Cross-functional
collaboration is key.

28. MARKETING THAT COUNT$
PROCESS
▸ Insight Gathering
▸ Insight interviews with your customer “evangelists.”
▸ Insight interviews with internal stakeholders.
▸ Competitive positioning.
▸ Assessment
▸ Share and confirm key insights and takeaways
▸ Creative
▸ Develop value proposition based on confirmed insights.
▸ Promise
▸ Double-entendres work really well.
▸ Confim
▸ Internally
▸ With key customers who provided insights.

29. BIGROCKIDEAS.COM/
CHERRY2017