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Presentation given to Masters students at University of Surrey discussing services marketing and the importance of relationships in marketing.
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Services and Relationship Marketing in the Real World
Leigh HopwoodB2B Technology Marketing Consultant
Website www.reddmarketing.co.uk
Email [email protected]
Call 07746 249132
Skype leighhopwood
LinkedIn /leighhopwood or /reddmarketing
Twitter @leighhopwood or @reddmarketing
Who am I?
• Passionate about marketing• Chartered Marketer• 16+ years B2B marketing
experience• Technology and business services• Both agency and client side• 18 month old business
– Marketing consultancy– Marketing coaching/mentoring– Virtual marketing director
• Chair for CIM South East Region• Mum to 4½ year old twins
CIM’s Global CoverageA Life in Marketing
1911Sales Manager’s
Association
1961
1955
1939-1945
19711975
1998
Correspondence courses- Sales Management
Founder member of the now European
Marketing Confederation
Diploma introduced
First Industry Interest Group:
Construction IndustryMarketing Code of Practice
First Chartered Marketers
1993
CPD programme launched
1996
International Operations
begin
2005
BusinessSuperbrand
Her Majesty the Queen
Awards the Royal Charter
1989
Incorporated SalesManager’s Association
1921 1928
1st CertificateExaminations
1952
HRH The Prince Philip, Duke of EdinburghBecomes Patron
1960
The Institute of Marketing and Sales
Management
1968
The Institute of Marketing
Royal College of Arms
Authorises‘The World Is Our Market’
1975
1994
First graduation ceremony
What is the CIM?
CIM’s Global CoverageA Life in Marketing
What employers want?
Qualifications
AptitudeRelevant Experience
CIM’s Global CoverageA Life in Marketing
CIM Qualifications
Marketing Qualifications
1. Introductory Certificate
2. Professional Certificate
3. Professional Diploma
4. Post Grad. Diploma
5. CPD
6. Chartered Marketer
Sales Qualifications
1. Cert. in Professional Sales Practice
2. Advanced Cert for Sales Management
3. Intensive Diploma in Strategic Sales Management
CIM’s Global CoverageA Life in Marketing
Graduate/Supervisor £24,708
Junior Manager £28,500
Middle Manager £35,500
Senior Manager £45,000
Head of Function £57,802
Director £77,799£77,799Av. Salary of a
Marketing director*
*CIM Croner Rewards Survey, 2012-13
Marketing Salaries
CIM’s Global CoverageA Life in Marketing
www.cim.co.ukwww.getin2marketing.comwww.cim.co.uk/surreywww.cimsurrey.co.uk
LinkedIn Group: CIM SurreyTwitter: @CIM_SEFacebook: TheCIM
To find out more…..
People buy from People
Case Study: Redd Marketing
• Marketing consultancy• 18 months old• UK technology and business services sector• Clients:
Case Study: Redd Marketing
Marketing Mix• Networking: online and offline• Speaking opportunities• Digital marketing: website, Twitter, LinkedIn, blog• Named accounts
Case Study: Redd Marketing
Key Messages = Benefits• Increase engagement with your audience• Take advantage of new channels• Get greater return on marketing investment
Case Study: Redd Marketing
Achieved• At capacity from 4 months• Growing network• More speaking engagements• More recommendations/found on LinkedIn• Exceeding revenue targets: Year 2 exp 10%• Work life balance!
Case Study: STS
• Provider of food safety and health & safety consultancy, audits and training
• 25 year old business• £1m turnover• UK only• Clients:
Case Study: STS
Marketing Mix• Thought leadership/content• Speaking opportunities• Case studies• Email marketing: newsletters and campaigns• Digital marketing: website, SEO, Twitter, LinkedIn• Telemarketing
Case Study: STS
Key Messages = Benefits• Improve quality• Reduce food safety risks• Save time and money• Increase efficiencies and productivity
Case Study: STS
Achieved to date…• High customer retention• Engaging with broader audience through multiple
channels• Increased bookings for training
Case Study: Sabio
• Contact centre solutions• Formed in 1999• £25m turnover• UK, Germany and Singapore• Clients:
Case Study: Sabio
Marketing Mix• Sponsorship• PR• Thought leadership/content• Digital marketing: website, SEO, PPC, link building,
Twitter, Facebook, LinkedIn, blog• Email campaigns• Events• Named accounts approach in sales
Case Study: Sabio
Key Messages = Benefits• Overcome your greatest customer contact
challenges• Improve quality of customer service• Save time and money• Increase efficiencies and productivity
Case Study: Sabio
Achieved• Top places to work for in the sector• Excellent reputation throughout the industry• High customer retention record• Continued year-on-year growth of 15%+
In summary…
A&QWebsite www.reddmarketing.co.ukEmail [email protected] 07746 249132Skype leighhopwoodLinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing
