Momentum Marketing

1Wave Marketing Group © 2013 | All Rights Reserved

www.gowavemarketing.com

Momentum MarketingAmCham ShanghaiSeptember 2013


Wave Marketing

B2B Marketing Is Launch & Event Driven

Sales Kick-offsSales Programs

Product & SolutionLaunches

Industry Events Campaigns

of marketing is driven by launches and events… should it be?


Wave Marketing

Seeking Momentum

Launches seek to create momentum.

Momentum creates excitement, builds confidences, and reinforces success.

Seek It. Built It. Extend it.

Momentum Marketing is about maximizing the impact


Wave Marketing

Momentum Is Not “The One And Done”

Reloading the human cannon ball is hard.


Wave Marketing

Think Waves

SECOND WIND

TIMING A WAVE

MAXIMIZE IT, GAIN SPEED WHEN YOU CAN


Wave Marketing

Think Waves – Don’t Fight It, Ride It

Ride The Opportunities / Don’t Fight The Market


Wave Marketing

Traditional We Called Them Campaigns

Typically• Limited In scope, often Lead Generation

focused• Stand-alone, not viewed across marketing• Different Leaders, Objectives, and often

different campaigns pursue the same target


Wave Marketing

Modeling Momentum – Where & Why

Introduction Growth Maturity Decline

Classic Customer FunnelClassic Product Lifecycle

Finding momentum in the customer buying process:product lifecycles and customer funnels, or market timing.

Awareness Interest Belief ReinforcementAcquisition

Classic Marketing Calendar


GrowDevelopment Launch Establish (Market Position)

Mature Extend

Classic Product Lifecycle

ExpectedRevenue

Ramp(the hockey stick)

Finding Momentum: The product lifecycle and revenue ramp


Optimizing Momentum: revenue gaps

Revenues

Improve sales ramp

Actual Revenues

New customer acquisition

Increase sales close rate

Increase share of wallet

Launch follow-through

Time

ExpectedRevenue

Ramp

Focus only on things that make an impact


Optimizing Momentum: cost gaps

Revenues

Time

ExpectedRevenue

Ramp

Actual Costs

Target Marketing Costs

Marketing Collateral Production

DemandGeneration

Agency Costs

Marketing Systems

Costs

Focus only on things that make an impact


GrowDevelopment Launch Establish (Market Position)

Mature Extend

Stop The One & Done – Build MomentumMultiple WavesMaximize Timing

Example Tool: Marketing & Market Timing


Wave Marketing

VS.

External - Buyer Glide Path(Market, Seasonal & Personal Calendar Driven)• My Industry (industry events, launches)• My Corporate (other initiatives, budget timing)• My Personal Habitat (Christmas, Europe Holidays)

Finding Momentum: Market Timing

Internal – NPI Schedule(Product Development Driven)• Beta Release Cycles• Customer Commitments &

Revenue Recognition

August 29 – September 4 2013


TargetedMarketing

And LaunchesDrive

Opportunities

Sales AndCustomer Success Reinforces Value Proposition Driving Additional Opportunities

Classic Customer Funnel

Awareness Interest Belief Acquisition Reforce

Finding Momentum: The customer funnel


PoorMarketing–Sales Hand-off

Too MuchFocus On

“Filling” The Funnel

Sales CycleIs Too Long

Too Many ProspectsDrop Out

Awareness Interest Belief Acquisition Reforce

Optimizing Momentum: Marketing and sales gaps

Actual Funnel

PoorIntelligence To Adapt & Thrive


Example: Focus on The Big Impact Tools, Processes & Programs

Awareness Interest Belief Acquisition Reinforcement

Educate Prove Confirm Extend & Build Loyalty

• White Papers• Business Value

Modeling Tools• Sales

Presentations• Brochures /

Flyers / Business Value Profiles

• Webinar Series

• Case Studies• Business Case

Presentation / Cost Justification Proposal

• Demonstrations• Proof of Concept

• Proposal Text• Statement of Work

Document

• Solution Performance Measurement

• Voice of the Customer (VoC) Interviews

• Case Study Development

• Launch “Celebration”/ Recognition

Initiate

• Campaign Sites• Email / Leadgen

Sites• Online Interactive

Tools• Animations • Press Releases• Journal Articles• SEO, Print /

Banner Advertising

• Direct Marketing Campaigns

AnnouncementsDigital PresenceAdvertising

Thought LeadershipSales Enablement

Develop

Prepare

• Marketing Requirements Documents

• Messaging & Positioning Documents

• Marketing Plans & Calendars

• PR/ Media Briefing Plans

Messaging & PositioningLaunch Plans

Account Specific Validation &References

Make It Easy


Reality: a sampling of multiple customer funnels

Marketing Funnel Social FunnelSales Funnel

Marketing “Prep” Broader Awareness Nurture


Combined Customer Funnel: Combined Marketing, Sales & Social Media

Awareness Interest Belief Acquisition Reinforcement

ProcessDriven

Mar

ket A

naly

sis

&P

rodu

ct O

fferin

g

Mes

sagi

ng &

Pos

ition

ing

Cam

paig

n P

lann

ing

Ass

et C

reat

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Laun

ch

Aw

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Inte

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Lis

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En

ga

ge

Ga

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rus

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Nam

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Eng

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Pro

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Le

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Opp

ort

unity

Clo

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Advocacy & Influence

Support,Automate Monitor

Moderate Recognize,Reward

Lo

yalty

Social NetworkHand-Off

Marketing & SalesHand-Off

Strategy& Creative Driven

Develop

SalesNurturingProcess(i.e. SFA)

Marketing Database

Social Media Driven

Sales Funnel Driven


Your 2014 Priorities

Sales Kick-offs

Launches Industry Events

Customer Wins

Campaigns

Sales Programs

Approaches To Gaining Momentum

Approach and framework:

• Find Momentum• Focus Resources• Achieves Breakthrough


Wave Marketing

Momentum Marketing Approach

• Get equipped A framework, a plan, a set of tools

• Focus resources• Find your timing• Gain breakthroughs• Measure, manage, improve


Wave Marketing

Traditional View

Functional Organization

• Marketing Strategy (planning, organization core competence)

• Messaging, Positioning and Value Proposition

• Branding, Corporate Image (including investor relations)

• Awareness (PR, AR, Events)

• Engagement (web and social media)

• Demand Generation (lead gen, db marketing, SFA enablement)

• Sales Enablement

• Partner Marketing

• Customer Support/ Loyalty

Marketing Mix Mapping

Increased Market Awareness

Mapping Objectives To Resources

Improve Lead Quality

Offering Defined

Objectives

Resources

Compelling Value Proposition

Competitive Differentiation

Primed Sales and Partner Organizations

Larger Deal Sizes

Shorter Sales Cycles

More Productive Sales Reps

LeadGen Development

Sales Tool Development

Sales Training

Launch Planning

Customer, Partner and Industry Validation

“Big Idea” Message Development

Positioning and Messaging Development

Value Proposition Development

Business Case Planning


Wave Marketing

Simplify, Content & Integrate

Momentum-Based Marketing Mix

Offering & Value Proposition

Differentiated Messaging& Positioning

Ideas & Communities

Insights, Provocative, Loyalty

(Outside –Out)

Market Entry, Launch & Wave

DrivenMarket Impact,

Market breakthrough(Inside – Out)

Buying & SellingEnablement

Combine offering lifecycle, customer funnel and buying

timing


Wave Marketing

Simplify, Connect & Integrate – 5 Pillars: Marketing Mix Foundation

Marketing Mix

Strategy, Plan & Dashboard

Positioning& Messaging

Selling& BuyingEnablement

Ideas &Communities

MarketMomentum

MessagingFramework

SalesEnablement

Plan

CustomerCollateral & Programs

Campaigns & Launches

Plan

ContentMarketing

Plan

SocialMediaPlan

Define 1.

2. Enable

3. Excite

Engage 4.

5. Manage

Web & Content

MarketingPlan


Wave Marketing

Dashboard – Running your mix, driving momentum

Contact Wave Marketing Group For A [email protected]


Wave Marketing

Kick Start Your 2014 Initiatives

Wave Marketing Offerings

Marketing Assessments

Messaging & Positioning – including portfolio definition and Infographics

Selling & Buying Enablement

Creative Services

Campaigns

Marketing Training & Tools

Wave Marketing Methods

Outside Insight – research, validation and justification. Combine both internal with external viewpoints

Big Idea Discovery – compelling and unique big idea messaging

Breakthrough Creative – unique experience and interactive

Marketing Mix Framework, Marketing Skill Development

WMG Tools Free For You:

Messaging & Positioning Framework, Workshop Templates

Momentum Marketing ApproachMarketing Mix & Dashboard

Launch & Campaign Plan

Customer & Sales Engagement Plan- Including customer collateral and sales tools

Content Marketing / Social Media Plan


Builds momentum.

Momentum Marketing

Business

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