Download - 7 Steps to the Perfect www
![Page 1: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/1.jpg)
Rev. 2-6-14
7 Steps to the Perfect Marketing & Sales Plan
Steve Henke, PresidentHarpeth Marketingwww.HarpethMarketing.comwww.TheCompetitiveAdvantage.com
![Page 2: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/2.jpg)
Content Marketing
Email Marketing
PR
Social Marketing
Thought Leadership
Infographics
Selling
![Page 3: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/3.jpg)
“If you fail to plan… you are planning to fail.”
Benjamin Franklin
![Page 4: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/4.jpg)
Rev. 2-6-14
The Marketing & Sales Pyramid™
![Page 5: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/5.jpg)
Homework Tips:• 3 C’s• 2 I’s• 1 A
![Page 6: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/6.jpg)
Strategy Tips:• Buyer & Company personas• PODs / Position / Brand• Opportunities / Problems• 2 Kinds of clients• Goal Setting• Growth Grid
![Page 7: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/7.jpg)
Setting Strategy… the Growth Grid
![Page 8: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/8.jpg)
Awareness - Marketing• Website• Social (LinkedIn #1)• Email marketing• PPC/SEO/Advertising
![Page 9: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/9.jpg)
Awareness - Sales• Networking• Exhibiting• Social activity• Cold calling… NO!
![Page 10: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/10.jpg)
Lead Gen - Marketing• Downloadable content• Webinars• Web Chat
![Page 11: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/11.jpg)
Lead Gen - Sales• Networking• Exhibiting• LinkedIn connections• Sales call – meet the team
![Page 12: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/12.jpg)
Lead Nurturing - Mktg• Email marketing (#1)• Content• Social activity
![Page 13: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/13.jpg)
Lead Nurturing - Sales• Phone calls / visits• Personal emails• Sharing content
![Page 14: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/14.jpg)
1st-time Clients - Mktg• Very difficult!• PODs• Proof sources/Content• Deals
![Page 15: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/15.jpg)
1st-time Clients - Sales• Patience: Know-Like-Trust• Capabilities PPT• Proposals
![Page 16: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/16.jpg)
Repeat Client - Marketing• Social activity• Email marketing• Content
![Page 17: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/17.jpg)
Repeat Client - Sales• Key Account strategy• Calls/visits• Project follow-up• Thank you’s / gifts
![Page 18: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/18.jpg)
Measurement - Marketing• Google Analytics• Email metrics• Digital – SEO/PPC/Ads• Social – counts & engagement
![Page 19: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/19.jpg)
Measurement - Sales• Activity• Pipeline• Bid Conversion• Revenue (several ways)
![Page 20: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/20.jpg)
Management• Calendar• Budget• Metrics• Report on it
![Page 21: 7 Steps to the Perfect www](https://reader031.vdocument.in/reader031/viewer/2022021413/6209f1ec432e2b604c02f523/html5/thumbnails/21.jpg)
Keys to Success• Be clear on strategy• WIIFM?• Core: Email-Social-Content• Be consistent!• Measure & improve