7 Steps to the Perfect www ...

Rev. 2-6-14

7 Steps to the Perfect Marketing & Sales Plan

Steve Henke, PresidentHarpeth Marketingwww.HarpethMarketing.comwww.TheCompetitiveAdvantage.com

Content Marketing

Email Marketing

PR

Social Marketing

Thought Leadership

Infographics

Selling

“If you fail to plan… you are planning to fail.”

Benjamin Franklin

Rev. 2-6-14

The Marketing & Sales Pyramid™

Homework Tips:• 3 C’s• 2 I’s• 1 A

Strategy Tips:• Buyer & Company personas• PODs / Position / Brand• Opportunities / Problems• 2 Kinds of clients• Goal Setting• Growth Grid

Setting Strategy… the Growth Grid

Awareness - Marketing• Website• Social (LinkedIn #1)• Email marketing• PPC/SEO/Advertising

Awareness - Sales• Networking• Exhibiting• Social activity• Cold calling… NO!

Lead Gen - Marketing• Downloadable content• Webinars• Web Chat

Lead Gen - Sales• Networking• Exhibiting• LinkedIn connections• Sales call – meet the team

Lead Nurturing - Mktg• Email marketing (#1)• Content• Social activity

Lead Nurturing - Sales• Phone calls / visits• Personal emails• Sharing content

1st-time Clients - Mktg• Very difficult!• PODs• Proof sources/Content• Deals

1st-time Clients - Sales• Patience: Know-Like-Trust• Capabilities PPT• Proposals

Repeat Client - Marketing• Social activity• Email marketing• Content

Repeat Client - Sales• Key Account strategy• Calls/visits• Project follow-up• Thank you’s / gifts

Measurement - Marketing• Google Analytics• Email metrics• Digital – SEO/PPC/Ads• Social – counts & engagement

Measurement - Sales• Activity• Pipeline• Bid Conversion• Revenue (several ways)

Management• Calendar• Budget• Metrics• Report on it

Keys to Success• Be clear on strategy• WIIFM?• Core: Email-Social-Content• Be consistent!• Measure & improve

Any questions?

Steve Henke, PresidentHarpeth Marketing

[email protected]+1.615.866.0430