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Since my new job as Chief Product Evangelist at Aternity has driven so much of this year’s activities, this is the blog to begin my list. The clear follow-on to the first blog on the list provides 16 tips for the new exec to cover as he or she accelerates the ramp-up period to catch up with other members of the executive team in the first 90 days. At Aternity, one of my first contributions was to lead the executive team through a positioning statement exercise for the various markets we serve.
Next up is a discussion of the two characteristics of successful marketing executives – creativity and analytics. I know it seems to fly in the face of the previous topic, but sometimes having all of the B2B sales and marketing metrics at your fingertips doesn’t lead to a successful outcome.
As a small company serving enterprise customers who are deploying mobile as a component of their strategy, my company works closely with the leading Enterprise Mobility Management vendors, like Citrix, Good, and MobileIron.
In that way, my marketing efforts become an extension of our strategic alliance initiatives. Next on the list is an equation that will help you ensure effective sales enablement tools. Building a cross-functional team of social media contributors has been one of the highlights of my first year. Brand alignment for companies that help fuel the runners CAN also produce some eye-rolling and brow-furrowing.
Runners can stay hydrated with Gatorade, good old water from Poland Spring, or Coors Light? 2013 saw a spike of about 2,500 US runners, with a corresponding decrease in non-US runners. For the last two races, more women than men finished the race in the 18-29 year old category. Just under 4 hours was the most frequent finishing time for every decade since the race started, except for the 1st decade, when 3:28 was the mode. In every decade, a different country has led the highest increase in number of finishers from outside the US. Since the 1st decade, the % of veteran runners has continually decreased from 31% in 1980-89 to 22% in the 2010-13. The data from the 2010-2013 races shows that negatively splitting the marathon is extremely rare. So, on further review, TCS’s sponsorship of the NYC Marathon does make good sense from a branding alignment perspective.
In my first Marketing Tips from Rowing post,  I equated rowing with B2B marketing by focusing on power and cadence as the key drivers of effectiveness for both. Similarly, power and cadence can also be considered the two major drivers of an effective B2B marketing strategy. Of course, the follow up question is how does a B2B marketer build a team to help develop that volume of blogs? A key sales enablement initiative for any B2B marketer is to arm his or her sales colleagues with messaging and supporting data that will help drive buyers through the buying cycle.
In past posts, I’ve written about my experience implementing the Challenger Sale  sales methodology. Whether you use Challenger Sale methodology or not, value propositions must be supported with actual customer data.
Ideally, you’ll gather supporting data for all of the key vertical markets you sell to, and in all of the geographic regions in which you sell. As the Cambridge Boat Club Men’s Senior Master Four pulled along-side the boat house after their win, I noticed their coxswain pull a packet of information out of her jacket  pocket.
Moving an eight-oared boat through the water requires a complex choreography of physical effort and coordination. It is the coxswain’s job to watch the competition and set the race strategy by dictating the power and cadence for the rowers. Power and cadence can also be considered the two major drivers of an effective B2B marketing strategy. The 1936 US Olympic eight achieved its success by waiting until the last possible moment in races to drive up the stroke rate.
Occasionally, the coxswain called for the rowers to increase their power for a fixed number of strokes in order to stay within striking range of their competition. Just like a rower applies power through the rowing cycle, from catch, to drive, to recovery, the power of a marketing program is driven by the engagement with the target buyer through the buying cycle. My company has been lucky enough to work with Small Army, self-described story-tellers masquerading as an advertising agency. Buyer Personas help you get the most out of your marketing programs by focusing on the demographics, behavior patterns, motivations and goals of your key prospects. In addition to having a laser focus on your target buyer and a compelling, unique value proposition, you need to have numbers.
Marketers need these metrics for all of the vertical markets they serve, and for all of their key solution areas.
Similarly, a strong Call to Action is needed to maximize the benefit of a web page, or call campaign, or sales presentation. This is a€?The Marketing Strategy Processa€?, section 7.2 from the book Modern Management of Small Businesses (v. This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book. PDF copies of this book were generated using Prince, a great tool for making PDFs out of HTML and CSS. For more information on the source of this book, or why it is available for free, please see the project's home page. helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.
Explain why segmentation, target market, differentiation, positioning, and website decisions are so important for the small business. The focus of this text is on the management of the small business that is up and running as opposed to a start-up operation. The marketing strategy process consists of several components (Figure 7.1 "Marketing Strategy Process"). The vision statementA document that articulates the long-term purpose and idealized notion of what the business wishes to become. Both the vision statement and the mission statement must be developed carefully because they a€?provide direction for a new or small firm, without which it is difficult to develop a cohesive plan.

For small businesses that already have, or are looking to have, a web presence and sell their products or services online, e-marketingInformation technology applied to traditional marketing. With its focus being on achieving the marketing objectives, marketing strategy involves segmenting the market and selecting a target or targets, making differentiation and positioning decisions, and designing the marketing mix. The marketing strategy process consists of company vision, company mission, marketing objectives, and the marketing strategy itself. Small businesses should limit the number of objectives to three or four to increase the chances that they will be achieved. E-marketing and traditional marketing should be integrated to create seamless marketing strategies and tactics. Marketing strategy involves segmenting the market, selecting a target or targets, making differentiation and positioning decisions, and designing the marketing mix. Develop the marketing objectives for Franka€™s All-American BarBeQue restaurant in Darien, Connecticut. Explain the differences between an onground marketing strategy and an online marketing strategy.
Marketers cannot appeal to all buyers in all markets OR appeal in the same way (diverse needs).
Market Segmentation is the process of dividing a market up into distinct groups of buyers who have different needs, characteristics or behaviours, and who might require separate products or marketing programs. Marketers use multiple segmentation bases to get a smaller & better defined target group. Business Markets are segmented by personal characteristics, demographics, operating variables, situational factors & purchasing approaches. Targeting is about evaluating each segment’s attractiveness & selecting 1 or more segments to enter.
A products position is the way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products - based on perceptions, impressions & feelings.
Possible positioning strategies can include product attributes, benefits offered usage occasions, users, against a competitor, away from competitors, product class.
The full positioning of a brand is known as the value proposition – the full mix of benefits upon which a brand is differentiated & positioned.
Two completely different skills, like the aerobic and sharp-shooting expertise needed by biathletes. This post was inspired by the carnage at this year’s Tour de France, in which so many of the favorites crashed out.
A big part of my job has been to articulate the value proposition of our joint solutions to our mutual customers.
And our strategic partnerships become an important route to market for our products and messaging.
This blog covers a key equation, E=QxA, that says that the effectiveness (E) of any tool or program depends on both its quality (Q) and its acceptance (A) by your intended audience. Since October is also when the Head of the Charles Regatta occurs, this blog, and its companion contain examples of how to use frequency and power to drive marketing results.
As this blog suggests, making it easy for others to contribute compelling blogs, videos, and other social media efforts, is the key to generating compelling content.
This blog covers my successful 3rd place finish in my age group at the Patriot Half Triathlon, while relating the swim, bike, and run legs to B2B marketing. You rolled your eyes in October 2013, when the New York Road Runners announced Tata Consultancy Services (TCS) as the new title sponsor of the New York City Marathon. TCS is a $13.4B global IT services provider based in Mumbai India, with 300,000 employees in 46 countries. For many of them, the sponsorship seems to make more sense when it comes to brand alignment. This effect is likely due to the impact of Hurricane Sandy which  caused the cancellation of the 2012 race . Of course, Kathrine Switzer broke the marathon gender barrier in the 1967 Boston Marathon with her famous tousle with Jock Semple, and won the 1974 NYC Marathon. It’s more fun to blame the beer and donut effect, but this is due to the increasing participation in marathon by recreational runners. This means either that new runners continue to flock to the sport, or that few recreational runners who run NYC once have the desire to do it again.
A boat’s speed depends on how powerfully the rowers pull the oars, and the rate at which they do so. Reaching your intended audience with compelling, useful information is a key way to drive them into, and through the inbound buying cycle.
Check out the charts in the Hubspot post covering the impact of blogging frequency on website traffic. Real results that customers have achieved using your product, that validate your unique advantages. In the world of inbound marketing, when most buyers are well educated about how to solve their problem even before sales engages, some inbound marketers believe that focusing on the number of touches no longer applies.
October brings the Head of the Charles Regatta to the Boston area.  My good friend and training buddy, Greg, rows for the Cambridge Boat Club Senior Master Fours, who are defending champions and course record holders. You’re right to be skeptical, but it turns out that the factors that drive a fast boat also drive an effective B2B marketing program. Just as the power of the stroke is driven by the accuracy and strength of the oar blade’s engagement with the water, the power of a marketing program depends on how precisely the messaging and selling efforts engage the target buyer.
Because of their conditioning, the team could maintain contact with their competition at a high power and moderate stroke rate, then raise the cadence in the final moments of a race and break away to the finish line. The Small Army team has helped us articulate our moral, or core beliefs, and leverage them in our awareness, demand generation, and enablement materials. Your marketing program will deliver more power by crisply articulating the problems your prospects have, their objectives in solving the problem, where they go and the experience they want in seeking solutions, and their common objections. Engage your colleagues in sales, pre-sales, product management, and support to be sure you have it nailed.
Maintain a database that can be searched by geography, vertical market, and problem area, and maintain it over time, so it continually grows.
Delivering compelling CTAs will enable marketers to successfully drive their prospects through to the next stage in the buying cycle. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms.
However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed.

As a result, the considerations of marketing strategy are twofold: (1) to modify or tweak marketing efforts already in place and (2) to add products or services as the business evolves. Each component should be considered and designed carefully: company vision, company mission, marketing objectives, and the marketing strategy itself. It has been recommended that small businesses limit the number of objectives to a maximum of three or four. Often firms identify the segments it can serve best to build the right relationships with the right customers. A Segment is a group of consumers who respond in similar way to a given set of marketing efforts (demand is influenced by the same factors).
A target market is a group of customers for whom a seller designs a particular marketing mix. I found the advice in Michael Watkins’ book The First 90 Days to be extremely useful. This blog covers a template for a positioning statement and the benefits for working through the exercise.
For example, It does no good to produce a ROI calculator that covers every customer scenario,  but is too complex for the sales team to actually use.
We now have a team of pre-sales, product management, and customer service team members who are regular contributors to our efforts. Sponsoring the NYC Marathon enables TCS  to highlight its capabilities in new, growth driving markets like mobility, cloud, big data analytics, and social computing.
The data is organized by gender, age group, and home country, and is presented in five different categories. The controversy around the last minute decision to cancel the race may have led Dutch financial firm ING to decline to renew its sponsorship.
With the increasing popularity of Fitbit and other personal mobile devices, we’ll soon be able to track the field in real-time. As I mentioned in Part 1 of Marketing Tips from Rowing, last weekend was the Head of the Charles Regatta here in the Boston area. The commercial insight is the content, based on your product’s unique advantages, that sales uses to uncover a previously unknown problem in the current way the customer does business.
Cadence of a marketing program is set not by strokes per minute, but the frequency of activities relating to awareness, demand generation, and enablement.
Since so much marketing language sounds the same, core beliefs can often be a company’s key differentiation.
Nothing is more compelling to a prospect than a story of how someone just like them, in the same industry, addressing a similar problem, achieved a significant, quantifiable business benefit. You may also download a PDF copy of this book (38 MB) or just this chapter (3 MB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline). In some instances, it may be appropriate and desirable for a small business to backfit its marketing activities into a complete marketing strategy framework. Although input may be sought from others, the ultimate responsibility for the company vision and mission statements rests with the small business owner.
If you have fewer than two objectives, you arena€™t growing your business like you should be in order to keep up with the market.
Differentiation refers to a companya€™s efforts to set its product or service apart from the competition, and positioning is placing the brand (whether store, product, or service) in the consumera€™s mind in relation to other competing products based on product traits and benefits that are relevant to the consumer.Dana-Nicoleta Lascu and Kenneth E. To create value for targeted customers, the firm must segment, target, position (perception – think of the product in a particular way) & differentiate its product. And with all of the great content being generated, we’ve now launched a fancy new company blog. It will be tough to duplicate last year’s results, but I’m sure planning to give it a try! TCS offers IT services that range from application development, to business process outsourcing, and IT Infrastructure Services.
Sure enough, the Cambridge Boat Club not only defended their title and won the Men’s Senior Master Fours, but finished only .3 seconds off the course record they set in 2013!
No matter what you believe, it’s important to keep up the cadence of interaction with your target buyers by providing them compelling content that educates them on the problems your solution addresses. Or identification of particularly effective tactics that can be repeated for additional success. The book not only covers the backgrounds of the University of Washington rowers as they struggle through their ruthless training regimen, but it also provides the historical context of the Great Depression, the Dust Bowl, and, of course, the rise of Hitler.
Just like a winning boat, a successful marketing program must have the right combination of power and cadence. Similarly, prospects want to know what business benefits can be achieved using your solution. The creation of marketing objectives is one of the most critical steps a business will take.
With the end of the year right around the corner, it’s a perfect time to review the Top 10 Posts of 2014.
Or whatever you do to express wonder at the marketing process led up to THAT brand alignment decision. Riding my bike on the closed streets along the Charles River, I could see them gradually opening up a lead on the other boats.
It should address what business the company is in, the companya€™s potential customers, and how customer value will be provided. The company needs to know, as precisely as possible, what it wants to achieve before allocating any resources to the marketing effort.
If a small business has multiple marketing objectives, they will have to be evaluated to ensure that they do not conflict with each other. Since this is a measure of increase in number of finishers, as opposed to the gross number of finishers, my interpretation is that runners from outside the US return year after year.
Just like fast sloppy strokes won’t make a fast boat, content must be of high quality in order to be effective. It has been said that a€?in some cases strategy just happens because a market and a product find each other and grow organically. It should be developed from the customera€™s perspective, be consistent with the vision, and answer three questions: What do we do?

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