the logistics council marketing planning presentation · 2013-04-28 · • fg provides business...
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The Logistics Council Marketing Planning
Presentation March, 2013
www.thefrantzgroup.com
Agenda • General Schwarzkopf Reviewing the US Gulf War Strategy
– Introduction to the “War Zone” We Call A Marketplace • Introductions • Review Needs • About Frantz Group • The Six Steps Of Integrated Direct Marketing • Next Steps
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Your War Zone Called The Marketplace
• “War is a matter of vital importance to the state: a matter of life and death, the road either to survival or ruin. Hence , it is imperative that it be thoroughly studied.” Sun Tzu The Art of War
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General Schwarzkopf Reviewing the US Gulf War Strategy
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Introductions • Frantz Group
– John Frantz – President, The Frantz Group » Principal of Frantz Channel Acceleration
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Who is Frantz Group? • Frantz Group is a world class marketing operations strategy and execution
support company. • FG provides business-to-business integrated direct marketing planning, content
development, execution services and ongoing campaign management to innovative solution and technology firms, their channel and partners.
• Why learn and innovate with Frantz Group? – Smaller, boutique, focused; 18 years in BASW, 19 years in hardware
• Long-term clients - IBM, Dassault Systèmes, etc. • Dedicated to continuously enhancing our clients core marketing assets and
processes in addition to generating leads • Proven best practices
– Tight operation where senior people collaborate
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Sampling of Frantz Group Customers
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What Is Your Marketing Opportunity? • 3PL Is Growing Four times faster than the GNP • Consolidation of the Market Place Creates Opportunity • Market Share Growth
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Inquiries
Marketing Qualified Leads (MQLs)
Sales Qualified Leads (SQLs)
Closed/Won Business
Sales Accepted Leads (SALs)
There is a six-fold difference today between average and best practice
Revenue Engine Performance
39
23
11
2.5
13.4 5.7
1000
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The Short List of Typical 3PL Marketing Outcomes
• Lack of Predictable, Reliable Marketing Results • Insufficient Volume of Qualified Leads To Make Revenue Plan • Unsuccessful Competitive Strategies • Slow New Market or New Product Penetration • High Cost of Sales • High Cost of Marketing • Competing With Larger Firms?
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Which Are Your Root Causes? • Proliferation of Marketing Techniques and Tactics • Tough, Entrenched Competition • Target Market Choices are Difficult • Missing A Comprehensive Strategy and Marketing Plan • Needle in a Haystack Marketing Required • Longer Sell Cycles Required • Inadequate Internal Marketing Headcount • Crazy Busy Prospects • Recent Turnover Drives Low Marketing Data Quality • Higher Level Decisions • Longer Buying Cycle Due More Participants and Process • High Demand For Strong Content • Common Practice of Internet Research Before Live Dialog
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TIME
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Integrated Direct Marketing
Data Management Capturing market intelligence and managing to a database
Market Management Selecting markets to pursue
Integrated Marketing Campaigns Designing and executing campaigns and inbound marketing that address the needs of these markets to achieve sales objectives
Lead Management Managing identified opportunities until the customer makes a buy/no buy decision
After Market Efficiently nurturing on-going relationships with our established customers in support of sales objectives
Integrated Marketing is the structured approach to creating profitable relationships with customers and prospects through the coordinated use of selected communication tactics. This is accomplished through a series of quality
marketing processes which are linked together.
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Sample Market management process
INVEST PURSUE
DIVEST HARVEST
Attr
activ
enes
s
Ability to Capture
Marketing spend should favor accounts that are more attractive and more likely to buy
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Frantz Group Confidential – Copying or distributing is strictly prohibited
How has marketing changed? ...The Past
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How has marketing changed? ...The Present
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Consultants
Microsoft/ MS Channel
x
= Industry Vert.
= Installed ERP
= Looking
ERP WAR ZONE
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Frantz Group Confidential – Copying or distributing is strictly prohibited
Top Targets
Pursue + Some Harvest
Segments
Invest + Some Harvest Segments
Remaining Target Universe
• Top Pursue Customers • Top Active Funnel • Past Customers • Past Prospects • Top 100-200 Target Accounts
FG Client Marketing Investment Sizing
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Lead Production Lever Example
Position Brand
Awareness SEO
Content
Data Accuracy & Completeness
Competitive and Economic Pressures
Strategy and Budget Lead Quantities
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We have to outsmart the marketing challenge
Often, this takes more than just calling.
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5. Continuous Monitoring & Adapting
to Change
4. Marketing & Strategy Execution
3. Marketing & Strategy Planning
2. Immediate Corrective IDM
Actions
1. Starting Situation
Assessment
FG Planning Process
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Thank You
For additional information, please contact either
John Frantz (262.204.6005, jefrantz@thefrantzgroup.com) or
Ken Heun (262.204.6021, kenh@thefrantzgroup.com)
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