“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Using the Marketing Funnel To Outperform the Competition

Cliff Quicksell, Jr., MAS+ President & CEO Cliff Quicksell Associates

301-717-0615

January 2016 Las Vegas, NV

Thanks for attending today’s presentation

cliff@ QuicksellSpeaks.com www.QuicksellSpeaks.com

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Introductions and About Today… Marketing Funnel Summary and Introduction Internal & External Analysis of Your Plan Your Client’s Marketing Objectives Your Client’s Marketing Strategy in Action Planning Your Client’s Marketing Tactics Implementing Your Client’s Marketing Strategy Tips for Utilizing the Marketing Funnel Three Relevant Case Histories Revealed Moving forward and Seeking Help

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Would you embark on a journey without a map? Build a house without a plan?

What if you had NO GPS and a bridge was out, where would you go? What is the next turn in your marketing, where do you go, how will you get there? If the market shifts (and it will) how prepared are you for that shift? What are the “weather” conditions? Does it matter?

Have a Plan to Navigate the Waters…

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Challenge : Cur rent Business Climate Clients & Prospects…

• Younger • Busy • Budget Conscience • Bombarded • Work Remote • Tech Savvy • Scrutinized • Held Accountable • Decision by Committee

What do/will you do to address these challenges?

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Challenge : Coded Pricing Exposed

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Consultant – n. 1. One who gives expert or professional advice. 2. One who consults another. Professional – adj. 3. Performed by persons receiving pay 4a. Possessing great skill or experience in a field or activity.

In other words, “get paid for your expert advice!”

Definition of a Consultant

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Methods to Grow your Business

Acquisition

What are in your plans?

Current Clients

Prospects & Referrals

Former Clients

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Vertical and lateral markets defined

• Segmented by Industry • Classified ~ A-F • Divisions • Internal Departments

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Client Education Collegiate Healthcare Insurance Sport & Fitness Government Non-Profit Religion Finance Construction

Legal Automotive Manufacturing Agriculture Oil & Gas Hospitality Entertainment Aviation More….

Segmentation

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Client Classification…your ideal client A

__________________________________________________________________________________________________________________

B __________________________________________________________________________________________________________________

C __________________________________________________________________________________________________________________

D __________________________________________________________________________________________________________________

E __________________________________________________________________________________________________________________

F __________________________________________________________________________________________________________________

What value do you place on each of these areas?

What would your marketing efforts look like?

Why is this important?

If an “E” client called, would you pick up the phone?

Take a Hard Look

(Refer to Sheet)

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Know Your Market, Where do I go?

Points to discuss… • What are vertical and lateral markets • Who are they, who are the players • Why should we look at this strategy • Where can I find this information • How do I market to these groups

What brought me to this point?

Marketing Vertically and Laterally

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

What are they; who are the players Broad Vertical Markets Broad Lateral Markets

• Hospitality • Financial • Medical • Aviation • __________________ • __________________ • __________________

• Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Narrowing your field…vertically Financial

Credit Unions

California

Southern California

With > 5 branches

> 1000 members

Bi-lingual

Broad Vertical Markets • Hospitality • Financial • Medical • Aviation • __________________ • __________________ • __________________

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Narrowing your field…laterally Human Resources

Diversity

Training

Attrition

Recruitment

Retention

Benefits

These are the PAIN POINTS

Broad Lateral Markets • Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Combining the Narrowed Fields Human Resources

Diversity

Training

Attrition

Recruitment

Retention

Benefits

Medical Legal Financial

Common Thread

Types

Specialization

Size

Culture

Combining the two further segments

your potential market …this level of

segmentation delivers the laser focus

market attention that clients are looking for …this creates a sense

that you are a credible expert.

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Develop a Strategic Targeted List

Sources www.UpWork.com

www.rentacoder.com www.freelancer.com

www.guru.com/freelancers

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

• The way most distributor and suppliers sell • Most end-users perceive our product as “stuff”! • The cute catchy names – trinkets and trash • Low value - no value, lack of loyalty • Expenditure; sometimes viewed as unnecessary • Commodity based • Very frustrating, generally price only

Your job is to change your mindset, then the mindset of your client!

Product Sales

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

• Ask the right questions • Define objectives, desired results • Evoke excitement • Develop theme, Define budget • Create a plan of execution • Track results, record reactions

Idea: Create a separate file for each client program In order to track the results on a continual basis.

Program or Campaign Development

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Ties directly to the Discovery Brief… Interviewing, Discover y & the Process…

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

• Average 65%+ Appointment Rate • Over 8,000+ sent to date • Some clients have begun requesting using these

Example of a Successful Marketing Campaign

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

The Role of Statistics

Trade Show exhibiting and attendance factors

Where do you get stats?

• Trade associations - banking • Industry trade journals, publications • Internet EXAMPLE

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

• 46%+ Referral Rate • 100 targeted • Excellent response rate

Example of a Successful Marketing Campaign

Bear in a Cast

Understanding and Tapping into the Emotional Tr iggers

What emotional triggers may a referring doctor have?

Tap into those, and you have a winning concept!

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

“Creative Brand Marketing” Campaign

If you say your different…

Be Different!

Theresa Gonzales - Stay Visible, LLC.

Focused Targeted Rewarding Profitable

Implementing & Tracking Your Efforts

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Final Thoughts and Questions… Know your clients Help your clients do the same Drive measurement Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Connect with Cliff on…

Sign up for his weekly marketing blog…

cliff@ QuicksellSpeaks.com ~ www.QuicksellSpeaks.com

301-717-0615

“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates

Using the Marketing Funnel To Outperform the Competition

Cliff Quicksell, Jr., MAS+ President & CEO Cliff Quicksell Associates

301-717-0615

January 2016 Las Vegas, NV

Thanks for attending today’s presentation

cliff@ QuicksellSpeaks.com www.QuicksellSpeaks.com