Are You Even Ready for Marketing?

What Your Marketing Needs Before Spending $

Catchy Intro Quote“...no organization can continue to spend on marketing without

knowing what's working and what's wasted. Data-driven marketing

improves efficiency and effectiveness of marketing expenditures

across the spectrum of marketing activities from branding and

awareness, trial and loyalty, to new product launch and Internet

marketing.”

- Based on new research from the Kellogg School of Management

Marketing Needs DataBecause data allows us to make projections. What do you know about the following?

- Lifetime Customer Value - Customer Satisfaction- Profit Per Sale - Lead Conversion Rates- CPC Rates - Sales Conversion Rates- Brand Awareness- Churn Rates

Marketing Needs Goals Goals define the purpose of a marketing campaign. What are your goals?

- Do you have an upcoming series of investment?- Do you just need revenue?- Are you trying to move free users to paid users?- Do you need to show a profit?- Do you need more users?- Do you need quality (enterprise?) customers over quantity?

Marketing Needs OrderIs your website ready for more web traffic?

- Have you tested UX?- Do you have A/B testing setup?- Is there a sales funnel? Is it efficient?- Are you goal and event tracking?- Have you really examined your web copy and content?

Marketing Needs OrderIs your product really ready to compete?

- Is the product roadmap focused?- Are there various products in play for marketing?- Is one products growth in customer use more important than

another?- Are there any bugs still not fixed?- Can it be significantly better, fast, before marketing begins?

Marketing Needs AssetsWhen you hire a marketer what assets will they have?

- Video content- Blog content- PR contacts- Marketable partnerships- Website data

- Email lists- Current customer contacts- Testimonials- Social media accounts

Marketing Needs FocusWhat type of marketing is working in your industry?

- Search Engine Optimization- AdWords- Display network marketing- Remarketing / Retargeting- Bing/Yahoo! Ads

- Content marketing (blogs, video)

- Media traction- Mobile ads- Social media

Marketing Needs ToolsWhat software or tools will your marketer work with?

- HubSpot, Act-On or other marketing automation software?- MailChimp, Customer.io?- WordPress, Squarespace, a custom site?- SEO tools like Moz?- AdWords account/budget?- Automated social media posting like Hootsuite?- Salesforce, SugarCRM or other sales platforms?

Marketing Needs Your AttentionAs a high level exec, you’re privy to certain things marketing needs

- Industry insight- Competitors- Budget and revenue data- Product knowledge- Press and other companies will listen to you

Lastly, Marketing Needs...Great ideas!

- News jacking- PR hacking

- Social media contests- Predictive SEO

- Disrupting a competitors space- Growth hacking