Startup Marketing Series: The Marketing Assessment
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3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 1—The Marketing Assessment—focuses on how to analyze your company, allocate resources and build a strong core.
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Startup Marketing Series: The Marketing Assessment
- 1. the marke)ng assessment: how to analyze your company, allocate resources and build a strong core May 28, 2013 startup marke)ng series
- 2. 1) build brand. 2) generate leads. 3) convert leads into sales. 4) increase customer loyalty.
- 3. 3 catalysts for transforma)on
- 4. change velocity source: Giuseppe ConstanDno
- 5. by 2017, the CMO will spend more on IT than the CIO. source: Gartner IT = CIO CMO
- 6. of all new markeDng hires will have a technical background starDng in 2013. source: IDC 50%
- 10. of the decision-‐making process B2B customers go through is complete before contacDng a sales rep. source: MarkeDng Leadership Council 60%
- 11. success factors
- 12. “CMOs today are under increasing pressure to provide quan*fiable evidence of how their markeDng expenditure is helping the organizaDon achieve its goals.” — IBM Global Chief MarkeDng Officer Study, 2011
- 13. source: IBM Global Chief MarkeDng Officer Study, 2011
- 16. Marke)ng Score (@MKTScore) is a free online tool powered by PR 20/20 that assesses the strength of business and markeDng founda)ons, forecasts poten)al and aligns expecta)ons. www.TheMarkeDngScore.com
- 17. MarkeDng Score every element of an organiza)on, as it relates to marke)ng, can be divided into: assets, neutrals and escalators.
- 18. Define FoundaDon Projectsassets vs escalators assets = strengths that can accelerate marke*ng success. escalators = weaknesses that require addi*onal resources to build up and improve.
- 19. devise marke)ng strategies. allocate )me, money and talent. adapt resources and priori)es.
- 20. Define FoundaDon Projectsrate your marke/ng subjecDve analysis internal stakeholders 10 secDons 132 factors 0-‐5 = escalators 6-‐7 = neutrals 8-‐10 = assets
- 21. MarkeDng Score gain perspec)ve from mul)ple sources CMO sec*on score (le7) = 62% vs. CEO sec*on score (right) = 38%
- 22. meet social business unlimited (SBU) — a hypothe)cal B2B company
- 23. Define FoundaDon Projectsthe backstory — by the numbers enterprise social sobware company 6 months old seed funding of $250,000 30 acDve customers avg. 50 users per account at $10 per user ($500/month) recurring revenue = $15,000/ month seeking Series A funding of $2.5 million
- 27. 73% rated as escalators (including N/A)
- 38. financial stability (3) is a concern. marke)ng budget (5-‐10%) is a challenge. brand, leads and sales all high priority. marke)ng team (1) is weak. weak customer (3) and lead (2) databases. lacking criDcal markeDng tech soluDons. audiences primarily escalators. source: leon_eye much building work to be done . . . key findings
- 39. top 3-5 key performance indicators (KPIs)? highest priority marketing needs? greatest opportunities for growth? marketing staffing plans? commitment to content marketing? source: Ethan Lobon
- 40. Define FoundaDon Projects top KPIs website visitors leads free trials signups customer conversions customer reten)on (churn) recurring revenue 12 % 21 %
- 41. (brand, website traffic, social reach and influence, contact databases, content, partnerships, goodwill . . .) every organizaDon should be focused on building assets that can be leveraged to accelerate success.
- 42. 1 million+ visitors per month 510,000+ Facebook likes 288,000+ Twijer followers 60,000+ leads per month
- 45. Define FoundaDon Projectsfounda/on projects sales/marke)ng integra)on performance dashboard website op)miza)on social strategy content calendar marke)ng automa)on tech source: Grant Neufeld
- 46. blogging case studies social engagement builder campaigns
- 47. driver campaigns customer referral IT persona lead gen agency partner program
- 48. session 2: the scorecard (june 4) session 3: the gameplan (june 11)