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www.gowavemarketing.com
Momentum MarketingAmCham ShanghaiSeptember 2013
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Wave Marketing
B2B 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?
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Wave Marketing
Seeking Momentum
Launches seek to create momentum.
Momentum creates excitement, builds confidences, and reinforces success.
Seek It. Built It. Extend it.
Momentum Marketing is about maximizing the impact
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Wave Marketing
Momentum Is Not “The One And Done”
Reloading the human cannon ball is hard.
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Wave Marketing
Think Waves
SECOND WIND
TIMING A WAVE
MAXIMIZE IT, GAIN SPEED WHEN YOU CAN
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Wave Marketing
Think Waves – Don’t Fight It, Ride It
Ride The Opportunities / Don’t Fight The Market
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Wave Marketing
Traditional We Called Them Campaigns
Typically• Limited In scope, often Lead Generation
focused• Stand-alone, not viewed across marketing• Different Leaders, Objectives, and often
different campaigns pursue the same target
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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
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GrowDevelopment Launch Establish (Market Position)
Mature Extend
Classic Product Lifecycle
ExpectedRevenue
Ramp(the hockey stick)
Finding Momentum: The product lifecycle and revenue ramp
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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
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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
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GrowDevelopment Launch Establish (Market Position)
Mature Extend
Stop The One & Done – Build MomentumMultiple WavesMaximize Timing
Example Tool: Marketing & Market Timing
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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
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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
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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
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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
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Reality: a sampling of multiple customer funnels
Marketing Funnel Social FunnelSales Funnel
Marketing “Prep” Broader Awareness Nurture
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Combined Customer Funnel: Combined Marketing, Sales & Social Media
Awareness Interest Belief Acquisition Reinforcement
ProcessDriven
Mar
ket A
naly
sis
&P
rodu
ct O
fferin
g
Mes
sagi
ng &
Pos
ition
ing
Cam
paig
n P
lann
ing
Ass
et C
reat
ion
Laun
ch
Aw
are
ne
ss
Inte
res
t
Lis
ten
En
ga
ge
Ga
in T
rus
t
Nam
e
Eng
ag
ed
Pro
spe
ct
Le
ad
Opp
ort
unity
Clo
se
Cus
tom
er
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
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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
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Wave Marketing
Momentum Marketing Approach
• Get equipped A framework, a plan, a set of tools
• Focus resources• Find your timing• Gain breakthroughs• Measure, manage, improve
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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
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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
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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
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Wave Marketing
Dashboard – Running your mix, driving momentum
Contact Wave Marketing Group For A [email protected]
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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
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Builds momentum.