Marketing Concepts - Go-to-Market Templates
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The document outlines various marketing concepts, emphasizing the development of go-to-market (GTM) strategies, market segment differentiation, and buyer behavior models. It covers essential elements such as value drivers, competitive landscapes, and marketing communication strategies to enhance market share and customer engagement. Additionally, it presents frameworks for demand generation, lead management, and sales synchronization to ensure effective marketing and sales alignment.
Marketing Concepts - Go-to-Market Templates
- 1. Marketing Concepts ! Go-to-Market Templates! VIEW MORE TEMPLATES! ! fourquadrant.com/products
- 2. Marketing Concepts – GTM Strategy! Marketing Strategy involves WHO the firm will go after and WHAT it will offer them. Go-To-Market Strategy is focused on HOW the firm will make it happen. ! Marketing! Strategy! Where to sell!What to sell! How to sell! Markets!
- 3. Marketing Concepts – Market Maturity! Innovators Early Adopter Early Majority Late Majority Laggard Small Expanding High Peaked Contracting Very High High High Medium Low Low Expanding High Flattening Moderate Low Increasing Moderate High Moderate Awareness Growth Market Share Customer Retention Transition Revenue! Introduction! Growth! Maturity! Saturation! Possible Development! Audience! Market! Price! Sales! Competition! Business Focus! Renewed Growth!
- 4. Marketing Concepts - Technology Adoption Curve! 0! 1-2! 3-5! 6-10! 10-15! 15-20! Innovators! Early majority! Late majority! Laggards! Note: On average, a company will need at least 6-10 years in a market to establish market category dominance! Years! Early adopters! 2.3%! 16%!34%! 34%!13.6%!
- 5. Marketing Concepts – Served Market! Market Share! Served Market – BI & Analytics! Total Market – Big Data! Served Market/Sales Volume! Served Market – Specific Use Case!
- 6. Marketing Concepts – Competitive Landscape! Application Complexity & integration! Visual Interface & Graphic Based Reporting! Visual interface and reports! Database interface and reports! ERP! Asset management! CAFM / CIFM! CMMS! CREMS! CAD! Functional ! managers! Departmental directors! C-level executives! Management use of Application Reports! Famis! Visio! AutoCAD! Atlas! Drawbase! Site seer! Strategem! Archibus! FIS! Maximo! Workplace IQ! Deal Mover! Aperture! Peregrine! SAP! APPLICATION! WORKGROUP! ENTERPRISE!
- 7. Market! Use Case! Diffferentiation! The market segment most aligned with your offering! Market Landscape! A Specific Use Case! Differentiation! The specific use case you solve! Your unique differentiation! 100%>>! Establish the focus and direction for the target market, the specific use case, unique differentiation, value drivers, product direction, messaging, demand generation and sales enablement! 1! 2! 3! 4! Value Drivers! Marketing Concepts – GTM Fundamentals! Value Drivers! Economic impact for each persona!
- 8. Marketing Concepts - Buyer Behavior Model ! Initiate! Evaluate! IT leads the project!1! Ops! Finance! Mktg! Sales! IT! § Budget depends on org size and structure! § Unbudgeted requires “pass the hat” for funding! § Budget for Initiate is usually budgeted within IT! § Regardless, Finance has to release budget! § For Initiate, IT will seek approval from Ops, Sales and Marketing! § For Evaluate, IT needs to provide its approval! § ROI often required! § IT typically desire a trial version or sandbox environment! • IT asked to evaluate solution proposed by Operations, Sales, or Marketing! • IT initiates if they own and are revamping partner portal, or a broad IT initiative to reduce costs or to advance the IT architecture! Typical! Scenarios! 2! IT pulled into the project! Self educate based on a formal, existing process to buy tech! Typically, a formal process exists to compare, contrast and evaluate desired functionality! Operations to support a self service model to Sales and Marketing! Leverage search to find specific information (how it works) - keywords! Decrease IT operational costs (dollars and people)! CRM integration! Increases to revenue, productivity, partner satisfaction & decreased costs! Network with technical peers to get the real story! Speed and ease of deployment and support! Desire technical information & want to use the product to see for themselves! Will perform a comparative review of solutions vs build vs repurpose! Convert labor intensive manual tasks with automation! Want proof that it works and how it works, from trusted sources! Hosting Infrastructure! Contact technical resources at current sales automation provider! Provide a user experience that engages partners and makes doing their job easier, faster, better! Trigger! Search! Consider! Choose! Buy! Operational costs, TCO! Reduce IT burden by providing a high level of self service! Conduct a competitive and comparative review!
- 9. Marketing Concepts – Sales Marketing Synchronization! Increasing ! mind share! Corp identity! Positioning! Messaging! Lead generation! Website! Public relations! Social Media! SEO/SEM! White papers! Newsletters! Success stories! User groups! Downloads! User conferences! Increasing! market ! share! Account intelligence! Qualification! RFP ! Sales presentations! Tech note! Needs analysis! Demos! Business analysis! Value demonstration! ROI! References! Scope & proposal! Negotiation! Pricing! Close! MARKETING! SALES! Problem ! Recognition! Info Search /RFP! Vendor! Analysis! Purchase! Approval! Vendor! Selection! Qualified! Prospect! Need! Analysis! Business! Impact! Scope & ! Proposal! Close!
- 10. § Why (Market Category) Now?! § Market Category Evolution! Trigger! (why now)! Search! (what info)! Consider! (end state vision)! Choose! (attribute, differences)! Buy! (steps to process)!Medium! § Case Studies! § Buy vs Build Comparison! § Competitive Assessment! § Forrester Wave Report! § Gartner Magic Quadrant! § Revenue Acceleration! § Operational Efficiencies! § End-users become Self Sufficient! § Scalable, Reliable Infrastructure! § Web Pages – Trigger Specific! § Blog Posts! ü Company Posts! ü Guest Posts! § Pay Per Click! ü LinkedIN! ü Google! § Tweets! § SEO images and screen shots! § Add FAQ section to website! ! § Conferences ! § Affinity Groups ! § Speaking Opportunities ! § Thought Leadership! § SlideShare Decks! § Pinterest Image Pins! § Instagram! § Introductory Videos on! ü Marketing! § ROI! § TCO! § DIY Gotcha Videos! ü 3 Feature Videos! § Primers – Plant Landmines! ü Integration! ü Costs! ü Administration! ü Usability! § Bridging Content! ü Topic to Thought Leader! ü Thought Leader to Tech! ü Technology to Company! ü Company to Solution! § YouTube video! § Vimeo Video! § Trends, Issues & Opportunities Overview of Market Category! § Customer Testimonials ! § Analyst Quotes! § Inffluencer Reviews! § News Mentions! § Press Releases! § Sandbox Environment! § Role Based Vision Presentations! § Considering (Market Category)! § Customers Matter Most ! § Market Category Key Message Videos! § Customer Success ! § Business Problem Videos! § Webinar – Wave Report! § Free Demo ! § ROI Calculator!§ Free Download! § The Definitive Guide to! § mpact of Social on Market Category! § Impact of Mobile on Market Category! § B2B Multi-Channel Communication! § Benchmark Report! Marketing Concepts - Journey Board!
- 11. Marketing Concepts – Reverse Engineer Pipeline! Responses! 2,235! 2,400! 4,950! MQLs! 498! 480! 480! SQLs! 125! 120! 263! SMB $ 1.3 M! 25 @ $ 50K! F2000 $ 7M! 20 @ $ 350K! OEM $5M! 50 @ $ 100K! Database! • Verticals! • Companies! • Contact info! • Clean! • Customers! • Prospects! Other People’s Relationships! • Analysts! • Influencers! • Authors! • Academia! • World Known! Integrated Programs! • Vertical analysts! • Webcasts! • Social media! • Content! • Engagement! • Speaking Opp’s! Scoring , Nurturing, Reverse look-up, Analytics, Metrics! North ! America! $ 13M! Closed! Won!
- 12. Marketing Concepts – Communications Mission Statement Brand Strategy Corporate Vision Sales Messaging Messaging & Positioning Voice, Style, Tone Guidelines Value Proposition Conversations
- 13. Marketing Concepts – Demand Plan! • Targeted Database! • Behavioral Scoring! • Segmentation & Nurturing! G9K, SMB, OEM! • Evangelism! • Account Intelligence! • OPCIO Relationships! Top 10, Named Accounts! New Business! Increase SOW! Rip & Replacement:!! § Brokerage Firms! § Insurance! Green Field:! § Business banking: SMB, cash management, retirement/treasury! § Investments management: wealth management, prime brokerage, asset management! § Transaction services: merchant services, commercial cards, other wholesale services! OBJECTIVE! STRATEGY! MARKET SEGMENTS! License Revenue $XXM FY’XX!
- 14. Marketing Concepts – Lead Timeline! Month 1 In Contract 90% Prove Value 50% Differntiation 25% Opportunity 10% Lead Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Bookings Target A Quarter! 2 Quarters! 3 Quarters!
- 15. SME’s! Exec’s! Prod! Mgmnt! PR! Prod! Mktg! Social! Customers! Influencers! DemandGen! SocialMedia! Content! Tasks! Marketing Concepts - Content Marketing!
- 16. Qualification And Scoring Nurture Strategy Lead Processing, Routing, Escalation and Reporting Terminology Roles Responsibilities Test & Train • Scoring Model • Lead Routing • Lead Escalation • DB Build, Cleanse, Appendage • Metrics, Dashboards • KPIs • Terminology & Definitions • Sales Stages and Requirements • Roles & Responsibilities • TAP • Quaification Matrix • Starbursting • Personas • Journey Board • Buyer Behavior Model • Content Inventory • Strategy • Nurture Paths • Nurture Emails • Nurture Scripts • Calendar Demand Management System • Lead Flow Diagram • 10 Touch Model • Test Model • Refine Model • Call Guide • Training Materials Marketing Concepts – Demand Management
- 17. Marketing Concepts – Nurture! Demand Creation! Lead Generation! Lead Qualification! Lead Nurturing! Lead Management! “Need/pain recognition”! “Solution introduction”!“Bridge from trusted source”! Custom Paths! Web! Email! Events! Campaigns! Social Media! Demand Management! Sales! Scoring! Star Bursting! Sales Engagement! Ready! Willing! Able!
- 18. Marketing Concepts - Conceptual Architecture! Downloads!Community! Industry! References!Support! Thought! Leadershio! Collateral! Solutions! Collateral!Pipeline! Demos! Customers! Case! Studeis! Solution! Config! ROI! Calc! Sales & ! Marketing! What‘s New! Community! My Account! Thought Leadership! My Projects! Support! Training! Loyalty! Sub! Category! ! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! ! Sub! Category! ! Main ! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Main! Category! Prospect Customer Partners Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Main! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Main! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Sub! Category! Main! Category!
- 19. Marketing Concepts ! Go-to-Market Templates! VIEW MORE TEMPLATES! ! fourquadrant.com/products