wave marketing approach - marketing that builds momentum

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Wave Marketing Overview & ApproachB2B Marketing & The Role Of MomentumWhy is it so important? Tools to gain it.


Wave Marketing

Agenda

Marketing MomentumWhy Is It So Important And What Is It’s Role2Wave Marketing ApproachHelp You Find Momentum, Achieve Breakthroughs3Wave Marketing MixTools To Help Drive Momentum Across Your Mix4

Marketing Trends Trends That Are Changing Marketing 1


Wave Marketing

Seek Breakthroughs – Marketing Has Changed!

“Marketing has changed more in the last 3 years, than in the past 30 years” ~2012 CMO, Fortune 500

New Buyer

Consumerization

SocialScientific(Big Data)

Content, Insights & Ideas

Experiences


Wave Marketing

My Corporate Priorities Corporate communications, priorities and focusing resources for company objectives

Seek Breakthroughs – The Overwhelmed Buyer

My Personal HabitatA Day-In-My-Life

Buyer’s Glide Path

Over 5,000“Brand” Messages A Day My Industry

Industry Trends, Events, Best Practices


Wave Marketing

The 5 Big Trends Shaping Marketing

New Buyer ConsumerizationSocial Scientific(Big Data)

Content, Insights & Ideas Experiences

5 Trends, 5 Tools To Gain Intimacy, Competitive Differentiation, And Marketing Momentum

New Buying Relationship

Listen, EngageBe Genuine

Marketing Analytics, Big Data Intelligence

Content MarketingConsumer Like

ExperiencesMobile, Multi-Media,

Interactive

• Seeks insight• Does not want a vendor

to try to diagnose the problem

• Research starts with a search, and involves social media

• Part of a broader strategy, and campaign. Not a only social media island

• Broader support, not just marketing.

• Incorporate analytics across marketing functions

• Small Data, big results

• Content and ideas are king

• Pursue thought leadership, and deliver insights

• Social media involvement is key

• Call it the Apple Effect, demands for great experiences

• From buying to support – individual consumer-like experiences

• With the 2010 launch of the iPad, experiences have greatly changed: mobile, gamification, wearable devices... and the list goes on

Seek Breakthroughs – New Experiences & Tools


Wave Marketing

Seeking Momentum

Why is momentum so important for marketing?

Momentum creates excitement, builds confidences, and reinforces success.

Seek It. Built It. Extend It

Where do we find it? • Launches

• Sales Kick-offs

• Industry Events

• Customer Wins

• Campaigns


Wave Marketing

Marketing Is Launch & Event Driven

Sales Kick-offsSales Programs

Product & SolutionLaunches

Industry Events

Campaigns

of marketing is driven by launches and events… should it be?

Momentum and breakthroughs are key to success.


Wave Marketing

Modeling Momentum – Where & Why

Introduction Growth Maturity Decline

Classic Customer FunnelClassic Product Lifecycle

Finding momentum in the customer buying process:product lifecycles and customer funnels, or market timing.

Awareness Interest Belief ReinforcementAcquisition

Classic Marketing Calendar


GrowDevelopment Launch Establish (Market Position)

Mature Extend

Classic Product Lifecycle

ExpectedRevenue

Ramp(the hockey stick)

Finding Momentum: The product lifecycle and revenue ramp


Optimizing Momentum: revenue gaps

Revenues

Improve sales ramp

Actual Revenues

New customer acquisition

Increase sales close rate

Increase share of wallet

Launch follow-through

Time

ExpectedRevenue

Ramp

Focus only on things that make an impact


Optimizing Momentum: cost gaps

Revenues

Time

ExpectedRevenue

Ramp

Actual Costs

Target Marketing Costs

Marketing Collateral Production

DemandGeneration

Agency Costs

Marketing Systems

Costs

Focus only on things that make an impact


GrowDevelopment Launch Establish (Market Position)

Mature Extend

Stop The One & Done – Build MomentumMultiple WavesMaximize Timing

Example Tool: Marketing & Market Timing


Wave Marketing

VS.

External - Buyer Glide Path(Market, Seasonal & Personal Calendar Driven)• My Industry (industry events, launches)• My Corporate (other initiatives, budget timing)• My Personal Habitat (Christmas, Europe Holidays)

Finding Momentum: Market Timing

Internal – NPI Schedule(Product Development Driven)• Beta Release Cycles• Customer Commitments &

Revenue Recognition

August 29 – September 4 2013


TargetedMarketing

And LaunchesDrive

Opportunities

Sales AndCustomer Success Reinforces Value Proposition Driving Additional Opportunities

Classic Customer Funnel

Awareness Interest Belief Acquisition Reforce

Finding Momentum: The customer funnel


PoorMarketing–Sales Hand-off

Too MuchFocus On

“Filling” The Funnel

Sales CycleIs Too Long

Too Many ProspectsDrop Out

Awareness Interest Belief Acquisition Reforce

Optimizing Momentum: Marketing and sales gaps

Actual Funnel

PoorIntelligence To Adapt & Thrive


Example: Focus on The Big Impact Tools, Processes & Programs

Awareness Interest Belief Acquisition Reinforcement

Educate Prove Confirm Extend & Build Loyalty

• White Papers• Business Value

Modeling Tools• Sales

Presentations• Brochures /

Flyers / Business Value Profiles

• Webinar Series

• Case Studies• Business Case

Presentation / Cost Justification Proposal

• Demonstrations• Proof of Concept

• Proposal Text• Statement of Work

Document

• Solution Performance Measurement

• Voice of the Customer (VoC) Interviews

• Case Study Development

• Launch “Celebration”/ Recognition

Initiate

• Campaign Sites• Email / Leadgen

Sites• Online Interactive

Tools• Animations • Press Releases• Journal Articles• SEO, Print /

Banner Advertising

• Direct Marketing Campaigns

AnnouncementsDigital PresenceAdvertising

Thought LeadershipSales Enablement

Develop

Prepare

• Marketing Requirements Documents

• Messaging & Positioning Documents

• Marketing Plans & Calendars

• PR/ Media Briefing Plans

Messaging & PositioningLaunch Plans

Account Specific Validation &References

Make It Easy


Reality: a sampling of multiple customer funnels

Marketing Funnel Social FunnelSales Funnel

Marketing “Prep” Broader Awareness Nurture


Combined Customer Funnel: Combined Marketing, Sales & Social Media

Awareness Interest Belief Acquisition Reinforcement

ProcessDriven

Mar

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&P

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Mes

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Pos

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Cam

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Ass

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reat

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Laun

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Aw

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Inte

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Lis

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En

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Ga

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rus

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Nam

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Pro

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Opp

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unity

Clo

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Advocacy & Influence

Support,Automate Monitor

Moderate Recognize,Reward

Lo

yalty

Social NetworkHand-Off

Marketing & SalesHand-Off

Strategy& Creative Driven

Develop

SalesNurturingProcess(i.e. SFA)

Marketing Database

Social Media Driven

Sales Funnel Driven


Your 2014 Priorities

Sales Kick-offs

Launches Industry Events

Customer Wins

Campaigns

Sales Programs

Approaches To Gaining Momentum

Approach and framework:

• Find Momentum• Focus Resources• Achieves Breakthrough


Wave Marketing

Wave Marketing Approach: Find a better way!

Pushing A Rock Up The Hill / Fighting the wave


Wave Marketing

Find and ride the momentum

• Get equipped A framework, a plan, a set of tools

• Focus resources• Find your timing• Gain breakthroughs• Measure, manage, improve


Wave Marketing

Wave Marketing Framework

Understand Your Unique PositionCreate Compelling Messaging

Optimize Selling & Buying• Customer Funnels – from

awareness to close and loyalty • Market Timing – waves/ calendar• Demand Generation

• Test, Validate • And Ruthless Revision

Empower Evangelist PR, AR, Events & Campaigns• Drive Awareness & Preference• Kick-start Momentum: Create Buzz &

Breakthroughs (creative, ideas, and engagement)

Imperative to prioritize, focus resources and limit the number of campaigns

• Build thought leadership• Others tell your story

Marketing Mix

Management & Measurement

Positioning& Messaging

Selling& BuyingEnablement

Ideas &Communities

MarketMomentum


Wave Marketing

Simplify, Connect & Integrate – 5 Pillars: Marketing Mix Foundation

Marketing Mix

Strategy, Plan & Dashboard

Positioning& Messaging

Selling& BuyingEnablement

Ideas &Communities

MarketMomentum

MessagingFramework

SalesEnablement

Plan

CustomerCollateral & Programs

Campaigns & Launches

Plan

ContentMarketing

Plan

SocialMediaPlan

Define 1.

2. Enable

3. Excite

Engage 4.

5. Manage

Web & Content

MarketingPlan


Wave Marketing

Traditional View

Functional Organization

• Marketing Strategy (planning, organization core competence)

• Messaging, Positioning and Value Proposition

• Branding, Corporate Image (including investor relations)

• Awareness (PR, AR, Events)

• Engagement (web and social media)

• Demand Generation (lead gen, db marketing, SFA enablement)

• Sales Enablement

• Partner Marketing

• Customer Support/ Loyalty

Marketing Mix Mapping

Increased Market Awareness

Mapping Objectives To Resources

Improve Lead Quality

Offering Defined

Objectives

Resources

Compelling Value Proposition

Competitive Differentiation

Primed Sales and Partner Organizations

Larger Deal Sizes

Shorter Sales Cycles

More Productive Sales Reps

LeadGen Development

Sales Tool Development

Sales Training

Launch Planning

Customer, Partner and Industry Validation

“Big Idea” Message Development

Positioning and Messaging Development

Value Proposition Development

Business Case Planning


Wave Marketing

Simplify, Content & Integrate

Momentum-Based Marketing Mix

Offering & Value Proposition

Differentiated Messaging& Positioning

Ideas & Communities

Insights, Provocative, Loyalty

(Outside –Out)

Market Entry, Launch & Wave

DrivenMarket Impact,

Market breakthrough(Inside – Out)

Buying & SellingEnablement

Combine offering lifecycle, customer funnel and buying

timing


Wave Marketing

Wave Dashboard – running your mix

Contact Wave Marketing Group For A [email protected]


Wave Marketing

Summary: Momentum Map

Know The Marketing Activities That Build Momentum

Target your market, understand your unique value, be able to tell your story.

Marketing Cornerstone: Messaging & Positioning.

Typical Owners: Product Managers, Product Marketing, and Brand Owners

Launch (or relaunch), make a splash, and ensure sales teams are ready.

Marketing Cornerstone: Campaign & Launch Plans

Typical Owners: Product Marketing, Events Communications (AR/PR)

Continue and extend momentum to maximize growth. Drive marketing effectiveness and efficiency.

Marketing Cornerstone: Campaign Management, Content Marketing, Social Media

Typical Owners: Lead Generation, Marketing Programs

Plan for and execute next version of product. Extend to new market or new product capabilities.

Marketing Cornerstone: Messaging & Positioning, Launch Plans

Typical Owners: Product Manager, Product Marketing

OBJECTIVEInspire To Be.

Be Differentiated. Be Bold. Bring Outside Insight.

Be Easy To Understand, Sell & Buy. Be A Leader Not Follower. Make A Splash

Engage & Drive Growth. Begin At The Beginning, And Know The Lifecycle.

Optimize Growth, Transition To Next Opportunity. Understand the Product Lifecycle.

Lessons What To Avoid

Do not be me too!Don’t Wait For The Launch – Get Involved Early! Create A Wow, Be Social.

Don’t Be One And Done! – Continue the momentum, and plan for the next wave

Don’t Be Surprise With A Slower Growth. Be Aware Of Intense Competition

Typical Tools Used

Research, MRD (Marketing Requirements Document), Messaging Frameworks, Solution Definition & Portfolio Graphic (including marketecture)

Launch and campaign plans, training, sales tools, outstanding creative, PR/AR briefings and launch plans

Tools: campaign execution, content marketing, demand generation, lead funnels, social media influence

Tools, demand generation, demand fulfillment, new messaging framework to begin positioning next big thing

Wave Marketing Specialties

WMG Excels at: Messaging & PositioningOutside Insight MethodSkills Development for Marketing

WMG Excels at: Creative & Launch Assets (presentations, thought leadership) Sales Enablement & Tools

WMG Excels at: Content Marketing, Partner Marketing, WMG Product Lifecycle

WMG Excels at: Content Marketing, Partner Marketing, WMG Product Lifecycle

MARKET MOMENTUM

Market Opportunity

Market Entry

Market Growth

Market Extension


Wave Marketing

Kick Start Your 2014 Initiatives

Wave Marketing Offerings

Marketing Assessments

Messaging & Positioning – including portfolio definition and Infographics

Selling & Buying Enablement

Creative Services

Campaigns

Marketing Training & Tools

Wave Marketing Methods

Outside Insight – research, validation and justification. Combine both internal with external viewpoints

Big Idea Discovery – compelling and unique big idea messaging

Breakthrough Creative – unique experience and interactive

Marketing Mix Framework, Marketing Skill Development

WMG Tools Free For You:

Messaging & Positioning Framework, Workshop Templates

Momentum Marketing ApproachMarketing Mix & Dashboard

Launch & Campaign Plan

Customer & Sales Engagement Plan- Including customer collateral and sales tools

Content Marketing / Social Media Plan


Builds momentum.

wave marketing approach - marketing that builds momentum

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