Market Smarter Series
10 Tips to Increase 2016 Top-Line Growth
Tip 1
Develop a strategic plan that will serve as the
roadmap for all of your marketing efforts
1 Research 4 Asset Development
Marketing Dashboard
2 Messaging & Positioning 5
w/ KPIs
3 Tactical Deep Dive 6 Tactical Implementation
A robust plan should consist of six key sections beginning with market research,
followed by messaging and positioning and eventually leading into an actionable
implementation Gantt chart prioritizing tactical milestones.
Monday, January 25, 2016 CONFIDENTIAL 2
Tip 1
Identify and narrow the list of marketing channels
you will pursue upfront
Deep dive into a comprehensive list Once youve
Google Ads, SEO, Email, Social
Media, Events, Direct Mail, Traditional of marketing channels you could defined your target
Media, Online Display, Content implement. audience(s) and
Marketing message, you will
need to outline
how you will
Omni-brand vs. multi-
communicate this
Explore strategic partnerships to
brand, online vs. offline
achieve online and global scale.
using different
partnerships, affiliate vs. marketing tactics
direct
and how you will
distribute your
product/offering
Dont forget about exploring online over multiple
Amazon, eBay, properties, not just tactics or channels and
Alibaba partnerships
verticals.
Monday, January 25, 2016 CONFIDENTIAL 3
Tip 2
Make sure that you define specific goals for
each of your channels and partnerships
Tactics How will Company X increase leads? Whats in it for Company X ?
Website - Content production & sharing - Higher web traffic
Optimization - Search Engine Optimization - More relevant web traffic
Social Media - Profiles optimization - Company X brand boost
Marketing - Display ads - Automated lead generation
- Content sharing (speech) - Thought leadership exposure
Events - Meeting booking + follow up - Access to a global audience
- Support to web optimization - Low cost intelligence => higher
Paid Search - Short term promotion support landing page conversion
- Increased volume of traffic to
Cadenzza, - Strategic partnership multi-brand site
YOOX Group - Use of mono-brand services - Improved collateral from mono-
brand support
By setting goals per channel, you will be able to track and benchmark your success
while staying on track (as other marketing opportunities will inevitably come up).
Monday, January 25, 2016 CONFIDENTIAL 4
Tip 3
Create a detailed implementation plan to ensure
execution is flawless
Without setting a detailed timeline for your growth plan, you most likely will have
grand ideas that are never implemented.
Monday, January 25, 2016 CONFIDENTIAL 5
Tip 4
Building a unified marketing calendar for your
team will help ensure proper project management
= Email
= Event
= Social Media
EXAMPLE June 2015
TBT
Calendars were
30 1 2 3 4 5 6
Product developed for all
Feature TBT
Email major marketing
7 8 9 10 11 12 13 activities to tie
Facebook
post
TBT
Networking
Event
activities to
deadlines and
14 15
Product
16 17 18 19 20
launch dates, ensure
Feature
Email
TBT
the organization is
21 22 23 24 25 26 27
on the same page
Facebook Networking
for all lead
post Event
generation projects
28 29 30 1 2 3 4
Monday, January 25, 2016 CONFIDENTIAL 6
Tip 5
Develop key marketing assets to support your
growth efforts
Website & Improving design and incorporating new messaging to transform your companys
Messaging current site into a dynamic platform for fresh content and a lead generation tool
Leverage client testimonial and overview videos to strengthen relevancy and prospect
Videos conversion
Build out LinkedIn company page with associated service offerings and company
LinkedIn information
Case studies &
Build out white papers and case studies to position your company as a thought leader
white papers
Build out custom email templates to strengthen e-newsletter credibility and any client
Email Templates touch point
Design and build out modular sales deck with Company X branding and story to
Sales pitch decks strengthen credibility and to communicate value proposition
Custom trade show
Leverage custom booth panels to improve relevance to target audience
booth panels
Monday, January 25, 2016 CONFIDENTIAL 7
Tip 6
Track your visitors to learn how to improve their
experience and increase conversion
Analyze which pages they visit,
in what order, and for how long.
Analyze
sources of web
traffic, including
the quality of
leads they
deliver.
Integrating GA into your website will let you map the customer journey, and fix the
rough spots. Great indicators are return visitors, pages per session, and visit
duration.
Monday, January 25, 2016 CONFIDENTIAL 8
Tip 6
Focus specifically on exit pages to help you better
understand the pages that need TLC
Here we can drill down further on the specific pages that might be resulting in the largest
drop offs. Relios can use this as a tool to prioritize the pages that need the most work, In
terms of design and content.
Monday, January 25, 2016 CONFIDENTIAL 9
Tip 7
Make sure a responsive design element is coded
into your website
Responsive design ensures that your website is legible and functional on a
variety of devices. With smartphones storming the market, this is becoming more
important.
Source: comScore, 2014
Monday, January 25, 2016 CONFIDENTIAL 10
Tip 8
Deploy remarketing campaigns to help keep your
name in front of buyers who have visited your site
Visit to [Link] as a Remarketing ad served that encourages
non-subscriber subscription
Monday, January 25, 2016 CONFIDENTIAL 11
Tip 8
Setting up the campaigns is fast and easy
Within Google Analytics, under
Admin, you have the ability to
create Remarketing lists.
Or you can target these audiences
directly from your Adwords account.
Either option will slightly change the cookie left on visitors computers. Once in place, this
code will allow you to target these past visitors with specific Adwords campaigns.
You wont pay any extra it will operate just like any Ad group.
Monday, January 25, 2016 CONFIDENTIAL 12
Tip 9
Focus your social media efforts on LinkedIn if
you are in the B2B space
Visit-to-Lead Conversion Rate for
B2B Companies
2.60%
0.67%
0.39%
Facebook Twitter LinkedIn
Making use of the proper tools helps make sure your marketing dollars and resources
are well utilized
Monday, January 25, 2016 CONFIDENTIAL 13
Tip 9
Leverage LinkedIns powerful search tools to
identify your audience
Step 1: Contact existing connections from
events, business associations, alumni
groups and more using InMails
Step 2: Identify appropriate criteria to
research new leads, targeting by industry,
company size, job title, location and more
Use LinkedIns advanced people
search to research relevant leads for
your business. You can also ask for
introductions from mutual contacts to
improve response rates
Monday, January 25, 2016 CONFIDENTIAL 14
Tip 9
Follow up your research with targeted, customized
InMails to the prospects youve identified
Filters:
Hi Al, Location RI/ MA
My name is [Name] and I work for TribalVision, a marketing consulting firm helping
Title Owner and/or
small and midsized businesses. I noticed from your profile that you manage your own CEO
small business in the area, and you are currently looking for a new marketing VP. As
an outsourced marketing department for hire, TribalVision could be the flexible, cost- Industry All
effective and comprehensive solution your business needs. Industries
If youre interested, Id love to speak with you and answer any questions you might Employees 11-50,
have. I only need a few minutes, so please let me know when might be a good time 51-200, and 201-500
to talk.
Relationship All
I look forward to hearing from you. LinkedIn Members
[Name]
InMails are limited to 2000 characters, but remember to be concise. Most importantly,
be sure to reference your contacts profile and their specific interests, as well as why
your InMail is relevant
Monday, January 25, 2016 CONFIDENTIAL 15
Install marketing automation software to scale Tip 10
your marketing outreach
Lead Tracking: Track which leads
are primed for contact and where
your best sales opportunities lie
Website Leads: Understand more
about whos visiting your website,
when, and how often to proactively
reach new customers
Customer Relationship
Management: Places leads into a
centralized system where you can
monitor interactions with your
prospective customers
Monday, January 25, 2016 CONFIDENTIAL 16
Bonus
Optimizing your sales force activities is usually Tip
the lowest hanging fruit for topline growth
Monthly Targets
Your sales force is your
most expensive
In-person Video Phone/
Meetings Conference Email* marketing channel, and
is absolutely critical to
ensure lead conversion
Existing
Accounts
10 2 20
Make sure your sales
Former team has clear goals,
Accounts
3 1 5
job descriptions, and
targets to work towards,
for both prospects and
New Prospects 7 2 15
existing customers
Monday, January 25, 2016 CONFIDENTIAL 17
Ultimately, the success of your growth initiatives
will depend on your team
Surround yourself with A players
Take note of your favorite sports
team
Instill a client-centric culture
Happy employees = happy clients
Surround yourself with employees who are motivated, who truly
believe in marketing and who exceed client expectations
Monday, January 25, 2016 CONFIDENTIAL 18
Thank you
Because the purpose of
business is to create a
customer, the business
enterprise has two and
only two basic
functions: marketing and
innovation. Marketing
and innovation produce
results; all the rest are
costs. Marketing is the
distinguishing, unique
function of the business.
Peter Drucker
Monday, January 25, 2016 CONFIDENTIAL 19
Explore TribalVision and our unique approach
To learn more about TribalVision, you can explore:
Our Website [Link]
Our YouTube page [Link]
Our Twitter page [Link]
What We Do video [Link]
Monday, January 25, 2016 CONFIDENTIAL 20
Thank You