Showcasing Human Capital: How to Effectively Market a Professional Services Firm
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Transcript of Showcasing Human Capital: How to Effectively Market a Professional Services Firm
Launch with Confidence
Showcasing “Human Capital”Separating Yourself From the Crowd
About Me
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Marketing Manager: Achieve Internet
5+ years of Marketing expertise
Utilize my economic background to increase ROI of marketing campaigns.
I enjoy outdoor adventures with my wife and puppy.
Agenda• About Achieve
• Key Clients• Achieve Services• Core Values
• Differentiation• The goal of the Marketing Department
• Only As Good As Your People• Set yourself apart from your competition
• Defining Your Value• Market segmentation• Value proposition • Meeting customer needs• Communication channels• Authentic communication
• The Customer Decision Journey • Communicating Value• Take Aways• Conclusion
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Achieve at a Glancelegal name
founded
headquarters
leadership
mission
primary contact info
Achieve Internet, Inc.
1998
1767 Grand Avenue, Suite #2 | San Diego, CA 92109 | U.S.A.
Ron Huber, Chief Executive Officer
Achieve leverages best-in-class Open Source web application development experience, and tools to create optimized platforms for enterprise clients.
800.618.8777 | [email protected]
Achieve is a leading software development company that leverages Drupal to develop advanced enterprise web and mobile solutions for an array of clients in varying
verticals. Achieve has a singular goal: To help you launch your advanced digital platforms with confidence.
Our ethos is “it’s not magic, it’s excellence,” and our all-star developers deliver on that promise with every new project we take on by consistently exceeding client
expectations.
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Key Clients: Media & Entertainment
clients
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Additional Key Clients
clients
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Achieve Services
Achieve builds custom enterprise IT management systems to solve the most complex business challenges.
Achieve makes integration easy so you can focus on what is most important to your business – your customers.
Optimize the performance of your web site or application to increase productivity and streamline operations.
Achieve has vast experience in creating global web solutions that far out perform the competition.
‘Going Mobile’ is no longer an option. With Achieve you won’t have to compromise design for utility.
Application Development
Platform Integration
Infrastructure Services
Globalization Services
Mobility & End User Services
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Differentiation • Only As Good As Your People
• Defining Your Value
• Customer Decision Journey
• Communication Channels
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Buyers Market
In a buyers market there is a ton of competition and competing products - supply is greater than demand, therefore the buyer has the power.
Marketing Defined
Marketing is the process of creating, communicating and delivering value to customers.
Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders.
Additionally, marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.
http://en.wikipedia.org/wiki/Marketing10
Marketing's Goal
Capturing qualified leads to support sales. Ultimately driving and increasing revenue.
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How Do We “Capture Leads?”
By creating, communicating and delivering value to customers. LEADS, not
LEAD
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High Performance Marketing
But in order to grow we need to expand our lead pool to increase the sales pipeline. We do this through differentiation.
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• Differentiation
• Defining Your Value
• Customer Decision Journey
• Communication Channels
Only As Good As Your People
Human Capital
The stock of competencies, knowledge, social and personality attributes, including creativity, embodied in the ability to perform labor so as to produce economic
value. 15
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Showcasing Human Capital
Subject Matter Experts (SME)
Your Human Capital are SME and have the ability to influence purchasing behavior with their
expertise.
The Achieve Dream Team
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• Differentiation
• Only As Good As Your People
• Customer Decision Journey
• Communication Channels
Defining Your Value
Market Segmentation
A fictional character that represents your DREAM customer. They help provide direction and influence for all marketing and sales activities.
Our target buyer persona
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Value Proposition
A value proposition is the reason why customers turn to one company over another.
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Meeting Customer Needs
Identify core competencies and leverage those to meet your target markets’ needs.
SME FocusMarket
Demand
Responsive Web Design
Platform Integration
Optimized Performance
Customer A Needs
Customer B Needs
Customer C Needs
Communication Channels
• Advertising
• Word of Mouth Marketing
• Sales Promotion
• Public Relations and
Publicity
• Personal Selling
• Events
• Direct and Interactive
Marketing
• Inbound Marketing
• Social Media
• Buzz
The Marketing Mix
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Authentic Content Takes Teamwork
• Differentiation
• Only As Good As Your People
• Defining Your Value
• Communication Channels
Customer Decision Journey
The Customer Decision Journey
1. Adapted from Ant’s Eye View, PwC and McKinsey
Use your Human Capital to influence a buying decision
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Leverage SME here!
• Differentiation
• Only As Good As Your People
• Defining Your Value
• Customer Decision Journey
Communicating Value
A Proactive Approach
What does “All-Way Communication” Mean• Conversations will happen whether we want them to or
not• Monitoring the conversations is critical• You are able to influence what conversations happen
• “Plant Seeds”• Know what questions to ask• This is where Subject Matter Experts (SME) are important
Evolution of Media and Marketing Communications
One-Way Communicati
on
Two-Way Communicati
on
All-Way Communicati
on
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On to Social Media
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Content Mix
MONTHLY EDITORIAL CALENDAR
Weekly Newsletter
Attract: the darker shade represents a prospect that is closer to making a purchasing decision
Social Media Focus Attract
Blogs Attract
Case Study Convert
Events Convert
Webinars Convert
Downloadable Content
WHITEPAPERS TIP/FACT SHEETSPRICING SHEETS
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Take Aways
Separate yourself from the competition
Conclusion
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Human Capital
Meeting Customer
NeedsLeads
Q & A
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it’s excellence.
it’s not magic,
Ben Schluter Marketing Manager
[email protected] 800.618.8777 o. @SchluterRooter
Main Resources
Cisco Social Media Playbook:• http://www.slideshare.net/Cisco/cisco-social-media-
playbook
Social Media Marketing Workshop: Is My Brand Ready?
• September 19th, 2013: The Rady Center for Executive Development
Communicating Value• Professor On Amir, The Rady Business School
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Why Should We Take it Seriously?
1. Michel Brito, Edelman Digital, Smart Business, Social Business
2. eMarketer via jeffbullas.com3. Adapted from Ant’s Eye View, PwC and McKinsey
Social
Media
77%
94%
88%
60%
41%
Said C-suite social media participation enhances a brand image2
Of people believe company employees are
the most credible specialist sources of
information1
Buyers say they are likely to buy from a company whose CEO uses
social media2
Will use support forums and technical discussion groups to inform the purchase decision3
Suggest that social channels are strong influencers during the decision process3
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The Achieve RosterPlayer Position Specialty
Ben Schluter QB Marketing, distributing the ball
Shawn Smiley FB Server performance, breaking bottlenecks and speed
Dagoberto Aceves FS Idea man, innovative approaches to tackling new projects
Esteban Solano TE Multi-lingual development
Mike Lee DE Can take on any task and complete it in a rush
Roberto Montero RB Responsive Web Design
William O’Connor WR Apache Solr
Marc Hermsmeyer MLB Operations and management
Ron Huber GM Team manager, ownership, and front office
David Makalsy OL Project architecture, building a sound foundation
German Licon DB Design, UX, and theming
Darlene Holden OLB Accounts payable, billing, and time entry czar
Lamin Turay SS Account management and client communications