BECOME THE INDUSTRY LEADING MARKETING TEAM IN 12 MONTHS OR LESS [INBOUND 2014]
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The document discusses how to become an industry-leading marketing team in 12 months or less. It provides tips on how to help clients through PR, lead generation, social media, and case studies. Specific advice includes using data and personalization to help clients, creating educational resources to generate revenue, and focusing content on thought leadership, branding, and community building. The overall message is on how consultants can provide value and expertise to help clients succeed.
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BECOME THE INDUSTRY LEADING MARKETING TEAM IN 12 MONTHS OR LESS [INBOUND 2014]
- 1. #INBOUND14 Become the Industry Leading Marketing Team In 12 months or less. Dan Slagen CMO, HourlyNerd
- 2. #INBOUND14 • Unbundled • Consulting • Platform • Direct expertise • Project based • Flexible
- 4. #INBOUND14 “I’m a firm believer in paradigm breaking…outside the box thinking” • 20M view on YouTube • 1M registered users
- 5. #INBOUND14 Branding Performance Product marketing Sales enablement Positioning/messaging Thought leadership Product updates, enhancementsand roadmap Leads/qualification Valueproposition Content/social/video Relationship with Devs Sales/MarketingOps Website/mobile Paid & organic Customer onboarding Persona analysis Publicrelations Co-marketing Customer success Industry updates Events/Speaking Email/Marketing automation/nurturing Customer council Pricing Community Metrics– COCA/LTV/ROI Competitive analysis One-sheeters Creative Offline Analyst relations Pitching Culture Measurement/reporting/analytics Internaleducation Sales decks
- 6. #INBOUND14 The problem is that we usually stop here.
- 7. #INBOUND14
- 9. #INBOUND14 What Can I Do?
- 10. #INBOUND14 What Can I Do For Others?
- 11. 1 PR 2 Lead gen 3 Social 4 The current gamble Four Stories For Others
- 12. #INBOUND14 • 100-2,000 employees • $50k per month on FB • Digital & mobile focus • Direct response oriented • Located in North America ChallengeTarget Market • Zero budget • Zero trust in ad:tech • Crowded space • Need to be consistently relevant • Innovation & thought leadership Nanigans
- 13. #INBOUND14 What can I do? Blog Content Speaking Ask for $$$ Case studies Referrals Logos
- 14. #INBOUND14
- 15. #INBOUND14 What can I do for others?...data
- 16. #INBOUND14 38% of PR ^2,400% lead gen
- 17. 1 PR 2 Lead gen 3 Social 4 The current gamble Four Stories For Others
- 18. #INBOUND14
- 19. #INBOUND14 What can I do?
- 20. #INBOUND14
- 21. #INBOUND14 What can I do for others?...personalize Gender Location Occupation Language Support Purpose Case details
- 22. #INBOUND14 Owned 9 of 11 paid listings (81%)
- 23. 1 PR 2 Lead gen 3 Social 4 The current gamble Four Stories For Others
- 24. #INBOUND14
- 25. #INBOUND14 Paid Content Viral video Company page Fan acquisition Culture Comedy Evangelists Events What can I do?
- 26. #INBOUND14
- 27. #INBOUND14 What did FB need? 1.) Revenue 2.) SMB 3.) Sales fuel 4.) Results
- 28. #INBOUND14 What can I do for others? ...make them $ ebooksclasses webinars speaking events sales guides account management
- 29. #INBOUND14 30,000 leads per month
- 30. #INBOUND14 Alignment: Promotion: Brand: The 2/3 rule
- 31. #INBOUND14 12 tips on partners 1.) Needs/goals: Let them talk for as long as you can 2.) Plan: Have one (or a few) 3.) Reporting/tracking:Show them how to look good
- 32. #INBOUND14 12 tips on partners 4.) Success: Make them look great 5.) Concerns: Specialize in their concerns/weaknesses 6.) Timing: If it’s not right, it’s not happening
- 33. #INBOUND14 12 tips on partners 7.) Employment length: Newbies can make a quick impact 8.) Introductions: Help partners know the right people 9.) Resources: They don’t have any
- 34. #INBOUND14 12 tips on partners 10.) Instantaneous: Always be ready 11.) Honesty: If one bridge gets burned, word gets around 12.) Vision: Show them how you’ll get them to theirs
- 35. 1 PR 2 Lead gen 3 Social 4 The current gamble Four Stories For Others
- 36. #INBOUND14
- 37. #INBOUND14
- 38. #INBOUND14 Branding Performance Product marketing Sales enablement Positioning/messaging Thought leadership Product updates, enhancementsand roadmap Leads/qualification Valueproposition Content/social/video Relationship with Devs Sales/MarketingOps Website/mobile Paid & organic Customer onboarding Persona analysis Publicrelations Co-marketing Customer success Industry updates Events/Speaking Email/Marketing automation/nurturing Customer council Pricing Community Metrics– COCA/LTV/ROI Competitive analysis One-sheeters Creative Offline Analyst relations Pitching Culture Measurement/reporting/analytics Internaleducation Sales decks
- 39. #INBOUND14
- 40. #INBOUND14 Content Thought leadership PR SEO/Social Lead gen Branding Community Education
- 41. #INBOUND14
- 42. #INBOUND14 A U T H E N T I C
- 44. #INBOUND14 Data & expertise Personalization Make people $ Industry Job function
- 45. #INBOUND14 “We all have a great need for acceptance, but you must trust that your beliefs are unique, your own.”
- 46. #INBOUND14 Thank you! Questions? dan@hourlynerd.com @danslagen