Crescendus™ | Making Marketing Programs Matter

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Preparing your Business for Whatever is Ahead™

Making Marketing Programs Matter

Crescendus™Most Marketing Programs : Busy with Activities


Preparing your Business for Whatever is Ahead™2

Social Media

• Twitter, Facebook, Pinterest, Google+ etc.

• Focused on increasing Engagement!

Conferences

• Launch of new initiatives (Products/Services etc.)

• Prospect interactions & collecting leads

Website

• Branding, Product & Services information

• Rich content with Call to Action elements-Forms, Whitepapers, Podcasts, Webinars, PDFs

Campaigns

• Email marketing with call to action features

• Press Releases

• Advertisements

CommonMarketingProgramActivities

Most marketing programs are so busy

with activities that they forget what their

primary goal is.

Crescendus™Marketing Programs- Remember your Primary Goal !



Brand Awareness & Smart Positioning

Achieving Top of Mind of Customers

& Prospects

Creating Sustainable &

Profitable Demand

Crescendus™Marketing Programs- Learn to Integrate with Strategy!



• Channel Action Plans

• KPIs

• etc.

Yearly

• Grow Market Share

• Strengthen Competitive Advantage

• Increase Brand Awareness

• Increase CRM Scores

Mid Term

• Brand Leadership

• Market Share Leadership

• New Market Entry

• Leading Competitive Advantage

• CRM Leadership

Long Term

DO NOT FORGET THE BIG PICTURE (Balance the Short with Long Term!)1. MULTI-YEAR GOALS- Start first with multi-year strategic goals and then break it down into manageable yearly goals

and activities. Don't forget that all the yearly activities should link clearly with your multi-year objectives.2. YEARLY GOALS- Clearly link all your marketing program activities to your annual strategic targets. This way, you can

clearly explain "why you are doing" this activity/channel vs. other & how it contributes to your tangible/in-tangible KPIs.

Crescendus™Marketing Programs- Learn Tradeoffs



Channels

• Digital

• Conventional

• Partners

Marketing Materials

• White Papers, PPTs, PDFs, .DOCs

• Webinars, Podcasts

• Videos & Interactive Multimedia

Call to Action

• Remote

• Onsite

• Sales Handover

TRADEOFFS1. Use "Why" a lot during your tradeoff discussions. 2. Understand how your customers are accessing information and what they are looking for. That should

influence your channel and marketing materials tradeoffs.3. Limit the use of Forms when the customer is trying to access information. If they are serious, they will

follow-up. 4. Managers need to step up and challenge all activities & their ROI impact.

Crescendus™Marketing Programs- Learn to Qualify Opportunities!



Website, Digital Blasts

Landing Page

White Papers

Webinar

Forms

2nd Tier Documents

Conference Calls

Information Requests

Lead (?)

WHAT IS A LEAD?1. Have clear consensus between Sales & Marketing regarding "What is a Raw Lead" vs. "Qualified Lead"?.2. Use ranking levels to gauge initial Prospect interest (e.g. what, quantity & quality of information accessed)3. Use internal Sales resources to follow-up with the Prospect and check their initial interest level.4. If there is interest, then hand it over to a field Sales representative (who should have access to all the

prospect interactions).5. Keep refining the definition of a lead based on initial set of prospect data & Sales input.

Crescendus™Marketing Programs- Learn Dynamic Experimentation!



Hypothesis 1

Outcome 1

Hypothesis 2 (Refinement)

Outcome 2

Hypothesis 3 (Refinement)

Outcome 3

etc.

Learn to mix Tradeoffs with dynamic

Experimentation

Focused Trial & Error Campaigns are OK!

TIPS FROM PAST EXPERIENCE

• Focus your efforts more on Customer Segmentation. To do this, you need to invest in Customer, Market & Competitive Intelligence & Insights.

• Most Marketing Programs fail because they focus more on busy tactics (activities and more activities) rather than understanding the Upstream Segmentation issues.

• Integrate both Upstream and Downstream Marketing functions, and let both members have a say in all aspects of Marketing Programs.

• Don't take your eye off your Competitors. Monitor their Marketing Programs and their Positioning activities, and launch countermeasures to each of them.

Crescendus™Marketing Programs- Learn to Solicit Input



EXTERNAL

Past Customers

Current Customers

Management Teams of Customers

Industry Groups & Events

Key Opinion Leaders

etc.

INTERNAL

Finance

R&D and Product Development

Sales

Business Development

Operations & Supply Chain

Legal

etc.

Do not limit your focus only on the External environment and your Sales team.

Solicit input from all areas, including your various internal departments.

Regular 1:1 interactions with your internal departments will help mitigate some of their skepticism regarding marketing expenditure and activities, and will also provide you with valuable insights for planning your next set of campaigns.

Crescendus™Marketing Programs- Learn to quantify ROI !



What is NOT an ROI

• # or type of Campaigns (Digital, Conventional, Mobile etc.)

• User Interactions with Content

• Clicks, Views, Request for Information etc.

• Raw Leads

• # Documentation generated (e.g. White Papers, Podcasts, Videos, Brochures, etc.)

• etc.

Tangible ROI

• Creating Demand- # Leads that led to Revenue (not originally forecasted by Sales)

• % Increase in Customer Retention

• Forecast Accuracy vs. Sales Accuracy of Prospects

• % Slowdown in Price Erosion

• etc.

Intangible ROI

• Increase in Brand Awareness

• Increase in Active Engagement across Channels that leads to Amplification Effects (e.g. Referrals)

• Competitor Conversions (beyond Pricing)

• Increase in Loyalty

• etc.

Remember-• CEOs, CFOs & the rest of the Executive Team demand actionable results since a lot

of resources are invested in marketing programs.• By breaking it down into the above elements, you are going beyond a black box &

into metrics that the rest of the organization can understand & appreciate.• Map the ROI on a multi-year roadmap so that everyone can see the big picture.

Crescendus™Need Help? Contact Us



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Knoxville, TN, USA

Crescendus™ | Making Marketing Programs Matter

Marketing

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