Advanced Marketing Concepts Ltd. · Advanced Marketing Concepts Ltd. Netezza, Boston June 4 2010 Mark Gibson

Advanced Marketing Concepts Ltd. Netezza, Boston

June 4 2010 Mark Gibson

www.admarco.net

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Create Clarity in Messaging

Generate Leads - HubSpot

Align Selling - Buying Behavior

© 2004-2010 Advanced Marketing Concepts Ltd.

Internet Age Skills Training

Performance Support

Coaching and Certification

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CSO Insights 2010 Quota Achievement

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Copyright www.csoinsights.com

Analysis •  2009 All time low

•  No rapid recovery


•  CSO Insights - Outcomes

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Analysis •  All time low for win rates, all time high for no-decision

•  Sales process key to win rates

•  New tools, playbooks capture leverage best practices


Source: www.csoinsights.com

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Create Clarity in Messaging


CSO Chart – Lead Source

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Analysis •  Sales reps still doing heavy lifting in lead generation

•  This is a familiar marketing problem

•  Lead scoring, nurturing, enrichment tools help


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Analysis •  Marketing seen as underperforming

•  Define your perfect prospect and messaging to their needs will help

•  Alignment between sales and marketing on definitions, lead management, handoff, will improve result


9 © 2004-2010 Advanced Marketing Concepts Ltd.


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CSO Insights Sales Performance Optimization 2009 Survey


Next-generation marketing services - helping companies develop cutting-edge, World-class marketing; to achieve Industry-leading market and brand positioning, and improve marketing ROI

Home I Services I Case Studies I Contact MEGA Marketing


A methodology to Create Clarity in Messaging

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Buyer Needs

Marketing Messaging

Sales Conversations


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Buyer Relevant

Messaging

Target Buyer

Persona

Messaging Architecture


•  Focus on Buyer Needs & Product Value Creation •  Captures Sales Knowledge & Best-practices •  Creates a Narrative and Maintainable Structure

16

The Big Idea Tagline

Positioning Pillars

Win Themes/ Capabilities

Elevator Pitch

Buyer Relevant Messaging Templates

1 per Buyer goal Proof

Points Solution

Summary

Key Words


Blog Posts Blog Posts

Blog Posts

Positioning Statement

Mission Statement

Corporate Presentation

Messaging Architecture

Sales-ready Messaging

Web Pages

Website Architecture

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Generate Leads - HubSpot


18

Leads

Get Found •  Publish •  Promote •  Optimize

Process Tools Get Found •  Content Mgmt •  Blogging •  Social Media •  SEO •  Analytics

Convert •  Test •  Target •  Nurture

Website Visitors

Customers

Convert •  Offers / CTAs •  Landing Pages •  Email •  Lead Intelligence •  Lead Mgmt •  Analytics

6-10 Copyright Advanced Marketing Concepts Ltd. 2004-2010

19

Traffic Leads Results

6-10 © 2004-2010 Advanced Marketing Concepts Ltd.


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24 © 2004-2010 Advanced Marketing Concepts Ltd.

Align Messaging around Buyer Persona

HubSpot: Boost Search Rankings – Get Found

Establish, Strengthen Relationships

Fresh Linkable Content

Build Brand, Sales

Thought Leadership

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Improve Sales Results



You won’t beat Oracle in a feature war!

You won’t outspend Oracle marketing

You could out-market Oracle

You can outsell Oracle

Inbound Marketing


9% 19% 19%

53%

Price Brand Product Field

Source: Booz Allen

Inbound Internet Savvy Buyers +

Reduced Opportunity Window =

Need for Improved Skills + Tools to Engage


•  Supporting Beliefs •  Selling Psychology •  Communication & Language Skill •  Salescraft Skills + Tools •  Role-Playing, Deliberate Practice •  Coaching + Feedback


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Align Selling - Buying Behaviour




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Performance Support







Contact •  www.admarco.net

•  [email protected] •  Skype: rmarkgibson •  Tel +447961081082


Documents

Advanced Marketing Concepts Ltd. · Advanced Marketing Concepts Ltd. Netezza, Boston June 4 2010 Mark Gibson