Delivering Sustainable Business Results

Through Marketing

Dyann Bartus Calder

Start with Data Current/Potential Customer/Client Profile Current/Potential Market Opportunity Voice of Customer (VOC) Input: Why did they

choose you? What do you know; not know; need to know Pain points, key motivators and market

trends

Establish Unique Selling Prop SWOT Analysis How are market needs met by you as

compared to the competition? Make technology the focus Easily digestible, inviting, relevant, direct

language Incorporate proof sources Faster? Better? Cheaper? Advantages beyond features and benefits

Think “Inbound Marketing” Web site as the hub; all events and digital

assets drive to the site Go narrow; go deep Focus on increasing visitors (decision makers

and influencers) Content, content and more content, delivered

by vehicles preferred by the targeted audience (i.e. papers, email, newsletters, blog, apps, ads, inbound links)

Cultivate Solutions Sales: hunt and farm Listen, learn, teach Make it easy for clients and prospects to

understand what the company does well Blend in telemarketing, events, speaking

engagements, sponsorships, strategic partnerships, and pr

Measure, Adjust, Repeat Lead qualification based on buying signals Track ROMI (Return on Marketing

Investment) Marketing, Sales and Management

Partnerships

Game Plan Be found Be relevant Be everywhere (where your prospects are) Be remarkable