marketing now
DESCRIPTION
Actifio CEO Ash Ashutosh asked us to kick off a marketing planning meeting by talking about how marketing itself has changed, with emphasis on new strategies and tools being leveraged by savvy marketers right now. These are our thoughts.TRANSCRIPT
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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
Marketing Now APRIL 6, 2012
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World War II
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Power in production. 3
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Economies of Scale
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Key: Uniform Demand
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Instruments of Uniform Demand
• Broadcast Media • Uncle Miltie • CPM • Reach • Frequency
• Homogeneity • Consumer Culture • LIFE Magazine • Middle Class • Journalism
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Mad Men Ruled.
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Over time, we got so good at production
it became a commodity. 8
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Competition Today
• Intellectual Property • Customer Loyalty • Recruiting & Retention • Culture • Strategic Partnerships • Access to Capital
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Product of Relationships
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New, yet familiar...
Today relationships have surpassed production scale as a source of
competitive advantage.
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Emphasis On Relationships
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21st Century
20th Century
19th Century
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Back To The Future
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Back To Basics
• First know your market. • Simple stories sell. • Your product is your marketing. • Good business is personal. • Make your customers happy.
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New tools.
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Marketing Now
• Outside-In Development • Emotional Value Proposition • Design Innovation • Social Marketing • Net Promoter System
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• Outside-In Development
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Outside-In Development
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Start with what’s easy.
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a conversation you care about is already happening online.
maybe about you …
… or a competitor …
or the problem you’re trying to solve.
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Real-World Tools
• Google Reader – Free Listening Station • UserVoice – Customer inbound channel • QualBoard – A panel of your prospects
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• Outside-In Development • Emotional Value Proposition • Design Innovation • Social Marketing • Net Promoter System
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Marketing Now
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Idea is not new.
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“To change what people do, you must change what they feel.”
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Emotional Value Proposition
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Real-World Tools
• Brand Strategy – Beyond tactics. • One Simple Thing™ – Check. • Discipline – Follow through. Needs work.
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• Outside-In Development • Emotional Value Proposition • Design Innovation • Social Marketing • Net Promoter System
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Marketing Now
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Design Innovation
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“When you see an object, you make so many assumptions about that object, in seconds. What it does, how well it’s going to do it, how much you think it should cost…”
Objectified
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Even for Enterprise?
• Fundamental human drivers in play • Enterprises don’t buy products. People
within them do. • Always a cost, and a question of value(s.)
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• Outside-In Development • Emotional Value Proposition • Design Innovation • Social Marketing • Net Promoter System
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Marketing Now
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Promise of Social Marketing
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Scalable Intimacy
more intimate relationships than are possible through traditional
media, at sufficient scale to impact the enterprise.
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Enabler is Worthwhile Content
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1. decide who you’re talking to.
2. listen to learn how you can help them.
3. deliver content that does so.
4. build a relationship over time.
5. ask for what you want.
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what target prospects
want
what serves your
interests
what you need to deliver
Content Strategy
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Essential Functions
distribution and conversion activation
outreach and participation engagement
original content development creation
culling third-party content curation
monitor the conversation listening
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Proven B2B Results Top B2B companies average 17% of leads from social media, and 230% more marketing-generated leads. Top 20% average the following performance metrics: • 20% annual revenue growth (vs. avg 8%, laggards -3%) • 44% of sales-forecasted pipeline generated by
marketing (vs. avg 10%, laggards 5%) • 73% annual customer retention rate (vs. avg 27%,
laggards 7%)
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SOURCE: Aberdeen Group
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Social Marketing
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New Marketing Model
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TV
internet radio
TV
radio
online display
online search
site facebook
mobile app
YouTube
mobile site
SOURCE: Forrester Research
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Real-World Tools
• Marketing Machines – David Skok • HubSpot – Effective basic platform • Pardot – More robust, flexible, complex
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• Outside-In Development • Emotional Value Proposition • Design Innovation • Social Marketing • Net Promoter System
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Marketing Now
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What drives growth?
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ADVOCACY.
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How do you measure it?
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Net Promoter System
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“In a company of our size and complexity, it becomes critically important to simplify and focus on one number that is practical to measure. It is also vital that this metric reliably link to profits and growth. … Satisfaction surveys… don’t connect to business economics … NPS links well to both market share and profitability.”
Gary Reiner
CIO | Six Sigma Leader General Electric
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Net Promoter System
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What It Takes
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Fred Reicheld
“NPS has to be more than an executive metric to work. The best companies use it to drive action that creates promoters and converts detractors one customer at a time. One CEO called it his ‘GPS to greatness.’ I love that.”
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• Outside-In Development • Emotional Value Proposition • Design Innovation • Social Marketing • Net Promoter System
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Marketing Now
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Enduring Truths
• First know your market. • Simple stories sell. • Product is marketing. • Good business is personal. • Make customers happy.
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Building Relationships for…
Better communication.
Better products.
Happier customers.
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thank you. @hollandmark