The Fine Art and Hard Science of Marketing

Marla Schuchman www.thethreesheep.com

The Fine Art and Hard Scienceof Marketing

Art

Sourc

e: Eri

k K

wakkel

Science

Creativity Practice Experimentation

Facts & Figures Strategic

Planning

Marketing is reaching a relevant audience and encouraging them

totake an action that will benefit your business.

The Worst Areaof Business?

The Worst Areaof Business

“Everyone Hates Marketing”

Sistine Chapel ceiling is a great marketing campaign for the Catholic Church Raises Awareness Enhances Brand Brings Organic

Traffi c

Big Picture Perspective

+ Targeted Tactics

Holistic Marketing

Big Picture:Know Your Audience

Tactics: Define your audience

using research-backed personas

Determine how they can & should act to your benefit

All customer engagement is not a “like”Comments vs. Likes vs. Shares

Big Picture:Define Your Footprint

Reality:Marketing analytics tools

have a lot of competition. Find one that works for

you.

Assumption:Marketing is hard to quantify.

Tactics: Results-oriented metrics - focus on

actions taken, not page views

Tools - CRM, CMS, email automation, customer support platforms, analytics

Monitor & involve other departmentsSales, Finance, Support, R&D, et al. affect and are affected by marketing efforts

Big Picture:Embrace Creativity

Tactics: Allow room for

creative freedom

Experiment & find inspiration

Know Your Audience

Define Your Footprint

Embrace Creativity

May 30th, 12:30–2:00pm@ Peninsula Technology Incubatorwww.thethreesheep.com/events

Sto

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[email protected]

www.thethreesheep.com