Marketing Now

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

Marketing Now APRIL 6, 2012


World War II

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Power in production. 3


Economies of Scale


Key: Uniform Demand


Instruments of Uniform Demand

•  Broadcast Media •  Uncle Miltie •  CPM •  Reach •  Frequency

•  Homogeneity •  Consumer Culture •  LIFE Magazine •  Middle Class •  Journalism

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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 7

Mad Men Ruled.


Over time, we got so good at production

it became a commodity. 8


Competition Today

•  Intellectual Property •  Customer Loyalty •  Recruiting & Retention •  Culture •  Strategic Partnerships •  Access to Capital

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Product of Relationships


New, yet familiar...

Today relationships have surpassed production scale as a source of

competitive advantage.


Emphasis On Relationships

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21st Century

20th Century

19th Century


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.


Marketing Now

•  Outside-In Development •  Emotional Value Proposition •  Design Innovation •  Social Marketing •  Net Promoter System

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•  Outside-In Development


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.


Real-World Tools

•  Google Reader – Free Listening Station •  UserVoice – Customer inbound channel •  QualBoard – A panel of your prospects

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Marketing Now


Idea is not new.


“To change what people do, you must change what they feel.”


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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Marketing Now


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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Marketing Now


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.


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.

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. ©2011 HOLLAND-MARK. ALL RIGHTS RESERVED. 31

what target prospects

want

what serves your

interests

what you need to deliver

Content Strategy


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


Social Marketing

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New Marketing Model

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TV

internet radio

print

TV

radio

online display

online search

site facebook

mobile app

YouTube

twitter

mobile site

print

SOURCE: Forrester Research


Real-World Tools

•  Marketing Machines – David Skok •  HubSpot – Effective basic platform •  Pardot – More robust, flexible, complex

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Marketing Now


What drives growth?

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ADVOCACY.


How do you measure it?


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


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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Marketing Now


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

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