MARKETING 101

WELCOME TO MARKETING 101• We’ve got a full agenda from

the 4 P’s to Customer Segmentation to Product Launches

• You’ll meet several subject matter experts over the next six weeks

• This is an interactive program combining lecture and project work

• And, there will be a graduation at the end of the course!

ABOUT CAROLE GUNST School:

Undergrad – University of Rhode Island – B.A. Education & Journalism Grad School – Emerson College – M.A. Marketing Communications

Experience: “Seasoned” marketing professional who has worked:

Full-time for several Boston tech companies like Lotus Development/IBM, Dragon Systems/Nuance, Iron Mountain, EMC and a few you’ve never heard of

Consulting with clients that include: E INK, idealab, Vistaprint, Viridity Software, and many others you can find listed on www.gunst.com

Life: Live in Boston, but most of my family lives in Kentucky Love to volunteer with entrepreneurs and causes tied to literacy and

education

LET’S TALK ABOUT YOU• What’s your background?• Where did you graduate from?• What do you think marketing does

within an organization?• What do you want to do?• Where do you want to go?

WHAT IS MARKETING?mar·ket·ing  [mahr-ki-ting] nounDefinitions:1. the act of buying or selling in a market.2. the total of activities involved in the transfer of goods from the

producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

mar-ket  [mahr-kit] verbDefinition: package and sell goodsSynonyms: advertise, barter, exchange, merchandise, offer for sale,

retail, vend, wholesale

THE FOUR P’S OF MARKETING

Client Side• Chief Marketing

Officer• Marketing VP• Product Manager• Product Marketing

Manager• Marketing Manager• PR Manager• Social Media Manager• Market Research

Agency Side• Partner• Creative

Director• Account

Manager• Media

Services/Buyer• Production• Intern

MARKETING ROLES

MARKETING WITHIN A CLIENT ORGANIZATION

VP Marketing

Director of Product

Management

Product Manager

Product Manager

Director of Product

Marketing

Product Marketing Manager

Director of Marketing

Communications

PR Manager

Social Media Manager

Marcom Manager

MARKETING ROLES WITHIN A STARTUPThe Boss – CMO or VP of Marketing – sets strategy and manages the teamProduct Management – in-bound focus - works with engineering, quality

assurance (QA), documentation, customers to develop a success product/service/solution. Must know the market, know the customer, and know the competition

Product Marketing – out-bound focus – works with Product Management to launch the product/service/solution and keep it selling until it’s time for a new product/service/solution to launch

Marketing Communications – out-bound focus – works with Product Marketing on all content required to support the product/service/solution throughout the lifecycle of the product. Measures results and reports on metrics.

Channel Marketing – out-bound focus - gets the product into the marketplace with distributors, resellers, and business partners. Job is a cross between sales and marketing

PRODUCT MANAGEMENTWhat Product Managers Do:• Collect and prioritize market and customer requirements and

translate into product requirements• Manage trade-offs and work closely with development to deliver on

those requirements• Manage cross functional teams and ensure whole product readiness

for feature and new product releases• Product lifecycle management• Market and competitive research• Customer visits, establish and manage customer advisory boards• Vendor management

PRODUCT MARKETINGWhat Product Marketers Do:• Market Knowledge: Segmentation, User Personas, Buyer groups, Purchase

motivators, competitive intelligence, use case scenarios, and customer problems.• Business Strategy: Go to Market strategy, sales strategy, channel strategy,

sales pipeline definition, market strategy definition.• Tactics: Lead generation plans, customer retention programs, branding,

awareness, field marketing program definition, campaign definition, analyst relations and media relations.

• Content: Sales support materials, whitepapers, brochures and data sheets, presentations, demos, web site content, ROI calculators, blog posts, forum content, case studies, press releases, FAQ’s, other special purpose content and video.

• Optimization and Market Learning – ROI tracking, pipeline tracking, website metrics tracking, customer advisory boards, customer focus groups and user groups.

MARKETING COMMUNICATIONSWhat Does a Marcomm Manager Do:• Manage the corporate website, utilizing both internal and

external resources, including SEO, SEM, blogging, content development, and analytics; constantly look for ways to improve website traffic and conversions.

• Coordinate and leverage internal team to create engaging content, leverage social media opportunities, and build brand awareness and SEO for company.

• Create marketing collateral and sales tools including brochures, datasheet, presentations, proposals, graphics, diagrams, etc.

• Ensure that campaigns, assets, communications, and messaging are aligned to corporate branding initiatives.

• Analyze and report on weekly, monthly, and quarterly activities, results, and ROI for all marketing initiatives.

PUBLIC RELATIONS MANAGERWhat a PR Manager Does:• Develop compelling and impactful PR campaigns for the launch of new products

and maintain a regular media presence for the organization• Engage with leadership and independently synthesize complex information into

press materials and talking points for the organization to utilize in interviews, speeches and other materials

• Manage the day-to-day relationship with the PR agency, including providing strategic direction, developing and managing schedules and overseeing budgets

• Leverage Social Media - Oversee the strategy and implementation of Facebook, Twitter and other social programs for the company

• Oversee internal corporate communications initiatives, including educating employees on product launches, overseeing Town Hall events, overseeing Intranet content development and managing corporate giving campaigns

• Handle crisis communications• Build and maintain relationships with top-tier national print, electronic and

broadcast media in both business/financial and general news arenas

CHANNEL MANAGERWhat a Channel Manager Does:• Partner with existing channel dealers/partners to develop and

execute strategic account plans to meet monthly, quarterly, and annual revenue goals and objectives

• Conduct sales presentations and product demonstrations to dealer base and end users

• Frequent hands-on contact with channel partners for pre-sales planning, forecasting pipeline, sales presentations & end-user sales

• Ensure dealer partners are following clearly defined growth plans• Complete and maintain sales reports, forecast information• Create promotions that move product through distribution channel 

MARKETING V. SALESWhat Sales Managers Do:• Manage the revenue, profit, sell-through and inventory of the

Western sales region• Reach quantitative and qualitative targets in sales territory.• Adhere to budgets, and implement corporate strategies.• Identify growth opportunities, follow-up with leads, and work with

sales and marketing management to qualify account.• Communicate back to Marketing and managers on key local market

needs and regional requirements that allow successful marketing and growth across borders.

• Work with the reseller partners to create market opportunity and analysis plans, including how to better serve specific client and vertical groups

• Provide timely insight to market conditions and competitive placement, pricing, promotional activity and any additional relevant information

• Work closely with channel marketing team on implementing marketing initiatives with accounts for in-store and on-line activities

MARKETING WITHIN AN AGENCY ORG CHART

VP

Account Director

Account Executiv

e

Art Director

Copywriter

Graphic Designer

Research Director

Media Buyer

SETTING GOALS“If you don't know where you are going, any road will get you there.”

-- Lewis Carroll

DEVELOPING A MARKETING PLAN• Overview or Summary – should briefly describe your

business and the major points of your plan• Situation Analysis – a detailed and brutally honest

assessment of your market, competition, and business opportunities and challenges

• Marketing Strategy – define specific revenue goals and show how you plan to hit your marketing goals

• Marketing Tactics – show the action plan for executing on the strategy you outlined utilizing the marketing mix

• Marketing Budget and Timeline – the projected costs and timeline related to executing marketing tactics

• Define Metrics – show how to measure the success of the marketing plan

DEFINING GOALS – CASE STUDYWHAT: HiveDesk is web-based software that makes it easy to manage remote

teams.OBJECTIVES FOR 2011:• Relaunch HiveDesk.com to existing customers• Hit revenue target of _______• Build awareness and attract new customers• Form partnerships for business and potential acquisitionTARGET MARKET:• Consultants – show your clients how much work you did and when• Entreprener – monitor virutal teams of employees• Manager – monitor your remote employees• Call Center – log productivity of repsASSIGNMENT: Review the marketing plan I created for this client and comment.