christopher ryan, ceo fusion marketing partners€¦ · be persistent. you need to repeat your...
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Christopher Ryan, CEO
Fusion Marketing Partners
Christopher Ryan, CEO
http://fusionmarketingpartners.com
Fusion Marketing Partners is a
strategic B2B marketing and sales
consultancy that specializes in
analyzing and adding value to every
part of its clients’ marketing-through-
sales processes.
• Prior to founding Fusion Marketing Partners,
Chris had 25 years of senior marketing
experience for companies like Stellent, Optika,
SpringCM, PeopleSoft, Sybase and Group 1
• Voted as Top 100 U.S. Marketer by Target
Marketing Magazine and frequent writer and
speaker on marketing and technology topics
• Author of How to Create an Unstoppable
Marketing and Sales Machine and three other
books on B2B marketing
Strategy 1: Create a Powerful Brand Promise to Grow
Awareness Quickly
Strategy 2: Use Pull Marketing and Social Media to Get
Buyers to Come to You
Strategy 3: Optimize your Website to Attract and Convert
Buyers
Strategy 4: Build your Prospect Database
Strategy 5: Use High-Performance and Low-Cost media to
Generate Leads and Sales
Strategy 6: Manage Prospects Through the Sales Cycle
and Close them Quickly
A lot more marketplace awareness
A cost per lead or cost-per-sale 40-60% less than your competitors
Reduced sale cycle times
Increased sales close rates
Good feelings from knowing that your marketing is efficient and cost-effective
Note: Your mileage may vary…but it’s always good!
More Leads, More Revenue
Businesses often express the desire (desperation!) for more leads and more revenue.
But marketing and sales is a continuum, and it starts with awareness. For example:
Business decision-makers are much more likely to buy from a familiar company.
Prospects who are already aware of you are much more likely to buy quickly and with less price sensitivity than those who are unaware.
Explains what you do
Articulates the “primary” customer benefit
Differentiates you – you need to be a
niche-aholic
Establishes credibility
Creates an emotional connection
Motivates action
Being a Me-Too Brand
Branding too many things at once
Making it about your ego, not the customer
Failure to be honest about your strengths
and weaknesses
Boxing yourself into a “branding corner”
Settling for a mediocre brand
Create a Messaging Platform document
that communicates your brand in 3 ways:
A very short tagline
A ten second shout out (“drive by”)
A 30-second elevator pitch
The elevator pitch is the foundation for the
company value proposition statement
"Success isn't about being perceived
as the best at what you do, it's about
being perceived as the only one
who does what you do."
– Jerry Garcia
PUSH Marketing
Outbound focus
Imperative: know more about
your prospects
Sales-driven
Focused on the selling-
process
Expensive leads
Longer sales cycle
The past *
PULL Marketing
Inbound focus
Imperative: Make your prospects
know about you
Marketing-driven
Focused on the buying-process
Lead costs = 62% of push leads
(HubSpot)
Shorter sales cycle
The future *
* 8 out of 10 deals were done when the buying company found the
seller. Only 2 out of 10 had the salespeople find the deal (cold-
calling) - MarketingSherpa Study
Inner circle
Contact list
Prospect universe
Your Circle of Marketing Influence - Today
Inner circle
Contact list
Prospect universe
Your Circle of Marketing Influence - Future
Optimized press releases
Newsletter & eZines
Email to your prospect list
Articles
Podcasts and videocasts
Social media: LinkedIn, blogging, Twitter
and FaceBook
LinkedIn: 30-60 minutes per week
Blogging: 90 minutes weekly
Twitter: 15-20 minutes daily
FaceBook: 15-20 minutes daily
Background research: 1-5 hours per week
Is your website… Signage for your business (a shingle)?
A business reference?
A lead generation machine?
What are your web priorities? Cool look and feel
Great technology
Driving business needs
Your web presence is a key component in powering your business model
Use an open source or template approach.
If possible, have an easy-to-remember Website address that relates to what your company does.
List your Web address (URL) everywhere.
Make sure your Website is optimized for organic search.
Try low-cost pay per click search terms.
Give some information away to increase your Website stickiness.
Refresh your content often. Never let the site go stale.
1. Build your email database of opt-in names. This will be a goldmine of low-cost leads and sales.
2. Include a promotional message and your Website address as part of your standard email signature.
3. Provide links to valuable information in your emails, not just product pitches.
4. Make your emails interesting and/or unusual.
5. Run your email copy through a spam detection tool like EmailExam (emailexam.com) or Lyris ContentChecker (lyris.com).
6. Have an easy opt-out process.
1. Target your lists more effectively by using demographics, psychographics, and some of the other list segmenting tools available.
2. Test your mailing and telemarketing in small quantities before committing large sums to full-blown programs.
3. Try a postcard mailer. The production costs are low, the first-class postage is less expensive than letter mail, and they pull very well.
4. Drive prospects to a Web form or toll-free telephone number.
5. Cut back on four-color process direct mail packages.
6. Consider mailing with third-class postage.
1. Always include a coupon in your ads.
2. Offer both a telephone and Web follow-up.
3. Instead of large ads run smaller ads more frequently.
4. Don’t give up on a productive ad too soon. Let it run
longer and build recognition with frequency.
5. Test type-only ads. They are less expensive to produce
and sometimes pull better than ads with graphics.
6. Negotiate with publications.
7. Consider running in regional editions of national pubs.
8. Become a standby advertiser.
1. If you are a small company (a flea), find a big company (a dog) to
partner with.
2. PR is a low-effort, high-reward way to grow awareness.
3. Be persistent. You need to repeat your message up to eight times
to gain prospect awareness.
4. Test marketing themes with low-cost pay-per-click tactics.
5. Ask for referrals. They are much easier to sell at lower cost.
6. List your primary products and services on your stationery and
business card or anything you give to potential buyers.
7. Make sure every one of your marketing efforts supports and
reinforces your Brand Promise.
Close Rates
5%
10%
25%
30%
50%
80%
100%
4
3
7
6
5
2
1 1 Qualification
2 Needs Assessment
3 Education
4 Solution Refinement
5 Proposal
6 Contract
7 Implementation
4 Months
Close Rates
10%
50%
80%
100%
4
3
6
5
2
1
2 Months
1 Education & Self Qualification
2 Needs Assessment
3 Qualification & Solution Refinement
4 Proposal
5 Contract
6 Implementation
Insi
de
Sale
s
Fie
ld
Sa
les
Web
site
Lower the cost of customer acquisition
Shorten the sales cycle (as much as 50%)
Enable much better resource allocation
Focus the time of expensive sales reps on
what they do best: close business
1. Create a clear and differentiated brand
promise
2. Optimize your website
3. Develop a large prospect database
4. Establish a lead qualification process
1. Relentlessly build your database and circle of influence.
2. Be very specific about what it is that you do, and what you do not do.
3. Don’t engage with prospects too early in the sales cycle.
4. Make it easy for the prospect to purchase: Simple agreement
Clear terms
Easy in and easy out
1. A compelling and unique Brand Promise
2. Pull Marketing and Social Media methods to get buyers to find you
3. Strategies to optimize your Website to attract and convert visitors
4. A growing database of opt-in prospects
5. Aggressive use of low-cost and effective media tactics
6. Ability to manage prospects through the sales process and close them quickly
Please connect with me on LinkedIn, follow me on Twitter
Christopher Ryan – [email protected]
http://fusionmarketingpartners.com
LinkedIn: http://www.linkedin.com/in/chrisryanfusionmarketing
Twitter: @CRyanFusionMkt
Download the five FMP presentations at: http://fusionmarketingpartners.com/revenuenorth
Subscribe to our marketing blog: http://greatb2bmarketing.com