the concentrate market measures 2015 report - nzsa presentation
TRANSCRIPT
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AGENDA1. Market Measures benchmark statistics.
2. Core theme: “Bringing knives to a gunfight”.
3. Responding to the challenge.
Free report download:
Visit marketmeasures.co.nz and use promo code “MMSA”
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We help New Zealand’s smartest technology firmsfind and grow markets for their products
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Coming up with ideas isn’t the barrier to growing more companies, it’s our ability to sell them successfully into big export markets.
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2010 2011 2012 2013 2014 2015
Annual turnover growth 40% 48% 53% 39% 38% 44%
Companies exporting 77% 85% 69% 77% 77% 68%
Using channel partner in export markets 38% 31% 33% 35%
Sales & marketing expenditure 40% 30% 28% 29% 27% 20%
SEVEN YEARS OF BENCHMARKS
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When it comes to generating leads we’re bringing knives to a gunfight.
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Source of leads: NZ vs USA tech companies
Cold calling by sales group
Indirect marketing Other0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
New Zealand companies USA companies
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Kiwi tech firms need to expand their armoury to generate leads more efficiently.
1. CHOOSE YOUR WEAPON
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New Zealand companies
USA companies0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% of companies
Use of content marketing
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Content marketing tactics used
Case
studie
s
Article
s on y
our w
ebsite
Blogs
Social
med
ia con
tent
eNew
slette
rs
In-pe
rson e
vents
White p
apers
Video
s
Online
prese
ntatio
ns
Illustr
ation
s/pho
tos
Webina
rs/web
casts
eBoo
ks
Infog
raphic
s
Resea
rch re
ports
Microsit
es0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NZ companies USA companies
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Use of social media platforms to distribute content
LinkedIn Twitter Facebook YouTube Google+ SlideShare We don't use social
media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NZ companies USA companies
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Deploy content marketing to generate leads, not just retain customers.
2. TAKE AIM
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Importance of content marketing goals
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Cadence is everything when it comes to generating leads.
3. FIRE! FIRE! FIRE!
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Frequency of content publication
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Marketing Automation software platforms
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Measurement is a huge blind spot for New Zealand technology marketers.
4. CHECK IT HIT THE TARGET
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None Minimal Some A lot Significant
Website activity (e.g. visits, page views)
Sales funnel activity (e.g. contacts, leads, prospects)
Lead generation (e.g. number, source, quality etc.)
Social media activity (e.g. LinkedIn updates, Tweets)
Customer satisfaction index
Offline promotional activity (e.g. tradeshow leads, direct mail responses)
Brand awareness
Online promotional activity (e.g. Google AdWords clicks)
Levels of metrics and marketing measures in place
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ABOUT USConcentrate helps New Zealand’s smartest technology firms find and grow markets for their products.
If you have the courage to focus, we have the tools and experience to help you realise the potential of your innovation.
www.concentrate.co.nz
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