positioning for success: marketing beyond proposals for success... · positioning for success:...
TRANSCRIPT
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Positioning for Success:
Marketing Beyond Proposals
Moderator: Heidi Perham, RA, NCARB, AICP, Black & Veatch
Speakers:
• Kristy Cerullo, Marketing Manager, First Environment, Inc.
• Jeffrey Taub, FSMPS, CPSM, Senior Technical Director –Business Development, AKRF, Inc.
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CREDITS & PRESENTATIONSEarn 1 PDH Credit for Attending this Session
Where are the PDH forms for Education Sessions?
Where are the Presentations?
www.samesbc.org
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Flipping the Script
Client Development
Visibility
Proposals
Proposals
Visibility
Client Develop-
ment
vs.
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Why Make the Change?
• Reactive mindset makes it hard to get
ahead of opportunities
• Proposals are used as an introduction
instead of as a way to close the deal
• Competitive & volatile market requires
balanced marketing
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Marketing “Mix”
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Benefits of a Balanced Approach
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Market Research“Marketing without data is like driving with our eyes closed.”
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Market ResearchFinding and applying industry data to our advantage.
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Market ResearchAnswering two fundamental questions about research.
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Marketing Planning
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Marketing Planning
Where are we right now?
Source: Market-Based Management, 2013
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Marketing Planning
Where do we
want to go?
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
SO
ST
WO
WT
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Marketing Planning
How will we get
there?
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Marketing Planning
“If a plan is written in a board
room and no one else is
around to read it, does it
exist?”
-Kristy Cerullo
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Business DevelopmentClients hire people they like and trust.
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Business DevelopmentA 5% increase in client retention can increase profitability by 75%.
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Business Development“If you cannot measure it, you cannot improve it.”
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Proposals
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Proposals
Have a rigorous
go/no-go
process Internal factors
Competitive factors
Financial factors
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Proposals
Know (and continually
track) your metrics
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Proposals
Proposals can help
build relationships and
reinforce firm
reputation
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Visibility & PublicityStorytelling is dependent on getting the right content to the right audience.
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Visibility & PublicitySocial media is prime real estate for engagement.
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Visibility & PublicityPlan ahead for a strategic, thoughtful visibility program.
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Management
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Management
Ensure internal
coordination among
everyone with
marketing
responsibilities
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Management
Put appropriate
marketing resources
in place…and we
mean more than
people
Source: Society of Marketing Professional Services, 2019
1. Social
platforms
2.CRM
3.Email
marketing platforms
4. Web
analytics
5. CMS
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Management
Conduct an annual
review of marketing
performance and
needs
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Key Takeaways
• Moderate the stress and influence of proposals
• Encourage partnerships between technical and
marketing staff
• Promote a balanced marketing mix
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Questions?
Kristy Cerullo
Jeffrey Taub, FSMPS, CPSM