The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
TAKE THIS SIMPLE 10-QUESTION SELF-DIAGNOSTIC
What’s Your B2B Marketing Capability?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Keep Your Score: Yes = 1 No= 0
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
1. Does your firm have a written Marketing Plan?
Most B2B firms don’t have a written Marketing Plan.
Yes No
Does your firm have a written marketing plan?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
If it’s not written down, it’s not a Plan.
The best Plans are simple, and should address: Why is our firm better /
different? What do we stand for? What do we want to achieve? How will we achieve those goals? What will it cost? Who is responsible? How will we know it’s working?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
2. Are tactics connected to business results?
Most B2B firms apply a hodge-podge of marketing tactics.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Tactics must be associated with outcomes
Most marketing tactics are not associated with tangible business outcomes, including: Lead generation, client
creation & retention, revenue growth, cross-selling, sales cycle duration, etc.
Your Marketing Plan should identify those “connections.”
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
3. Do you maintain a robust database/CRM?
Your database of target audiences (clients, prospects, referral sources, etc.) must be inclusive, current and accessible.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Database/CRM is the foundation
Essential item: email address. Most B2B firms do not need a complex CRM system. Content is of no value unless
you have the ability to merchandise it by sending it directly to clients, prospects, and influencers.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
4. Do you communicate directly & quarterly?
Consistent top-of-mind awareness exponentially increases your chances of making the shortlist of candidates.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
Do you connect directly and quarterly?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Consistency breeds opportunity
Sales cycles vary, making it critical to remind audiences of your firm’s value proposition.
Direct contact on a quarterly basis is most effective.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
5. Do you know what the market thinks of you?
Build your marketing strategy around marketplace realities.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
Do you connect directly and quarterly?
Do you know what the market thinks of you?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Knowledge is power
Your B2B firm must understand: What current and former clients think
of you What decision-makers at prospective
clients know of you What online and offline information is
helping or hurting you
Base your marketing tactics and core messaging on market intelligence.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
6. Do you educate, rather than promote?
Showcase your firm’s intellectual capital in a non-self-serving manner to build credibility.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
Do you connect directly and quarterly?
Do you know what the market thinks of you?
Do you educate, rather than promote?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Help your prospects to make decisions
Allow prospects to draw their own conclusions regarding your value proposition.
Address the “What’s in This for Me” factor.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Earned media (publicity) is a powerful endorsement of your brand and its values.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
Do you connect directly and quarterly?
Do you know what the market thinks of you?
Do you educate, rather than promote?
Do you generate earned media (publicity) exposure?
7. Do you generate earned media exposure?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Merchandising trust
Implied 3rd party endorsements from respected, objective sources of information.
Confirms and reinforces firm’s value proposition.
Publicity = tool generation. To deliver practical value, it must be integrated into the marketing strategy and merchandised accordingly.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
8. Do you leverage analytics?
Analytics tied closely to marketing tactics enable midstream course-corrections and greater ROI.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
Do you connect directly and quarterly?
Do you know what the market thinks of you?
Do you educate, rather than promote?
Do you generate earned media (publicity) exposure?
Do you leverage analytics?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
It’s more than website traffic…
Effective marketers track only what leads to business outcomes – traffic, leads, sales, and impact on brand recognition and intent to purchase.
Email, social media, Web traffic, and events (both online and offline) must be factored into results reporting.
The goal is to identify where conversions are happening and to support those activities.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
9. Is your online content optimized?
In addition to including keyword-rich headlines and paragraphs, content should reinforce your brand values to drive conversions.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
Do you connect directly and quarterly?
Do you know what the market thinks of you?
Do you educate, rather than promote?
Do you generate earned media (publicity) exposure?
Do you leverage analytics?
Is your online content optimized?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
9. Is you online content optimized?
Content marketing is more than keywords, headlines and tags. Do you: Ensure there is a clear call to action? Understand what customers want to do at each step
of the sales process? Make it easy to share? Endorse?
Your content marketing must support your overall marketing strategy, reinforcing your position and building trust in your brand.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
10. Is marketing aligned with sales strategy?
Metrics, analytics and KPIs must align as well as goals.
Yes No
Does your firm have a written marketing plan?
Are marketing tactics connected to business outcomes?
Do you maintain a robust database/CRM system?
Do you connect directly and quarterly?
Do you know what the market thinks of you?
Do you educate, rather than promote?
Do you generate earned media (publicity) exposure?
Do you leverage analytics?
Is your online content optimized?
Is marketing aligned with sales strategy?
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
10. Is marketing aligned with sales strategy?
Sales and marketing must agree on the story they are telling (and all of its iterations.)
Marketing must teach sales how the tools it creates
make it easier to sell at each stage (from demand generation, to sales support, to proposal generation.)
The goal for both: Less time spent on qualifying, more time spent closing.
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
What Was Your Score?
Yes = 1 No = 0
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
What Your Score Means
1 – 5 = Seriously Deficient 5 – 8 = Missing Significant Opportunities 8 – 10 = Likely to be Successful
The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015
Want to Improve Your B2B Marketing Capability?
The ideas and information expressed in this presentation are the
Intellectual Property of Andrew + Selikoff Partners © 2015
Gordon G. Andrew [email protected] Mobile. 609-987-0200 Lauren S. Selikoff [email protected] Mobile. 862-216-6520
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