How to hit your marketing sweet spot with customers? James Mason - - PowerPoint PPT Presentation

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Jun 23, 2023 300 likes •474 views

IAPA Webinar series How to hit your marketing sweet spot with customers? James Mason Managing Director Mindshop www.mindshop.com Agenda 1. Clarity around your target customers 2. Discovering the sweet spot of your firm marketing 3. 4

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IAPA Webinar series How to hit your marketing sweet spot with customers?

James Mason Managing Director Mindshop – www.mindshop.com

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1. Clarity around your target customers
2. Discovering the ‘sweet spot’ of your firm marketing
3. 4 ways to grow a business
4. Strategies to beat your competitors
5. Marketing techniques that cut through – examples
6. 3 tips for marketing success
7. Q&A

Agenda

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1. Low barriers to entry
2. Commoditisation of other

services for firms

3. Businesses needing help so

there is demand

4. Cheap to push out volume and

quality marketing material. Automated

Currently a very cluttered market!

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Problem with a cluttered market

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Don’t become a commodity - adapt

“Come and check

ut the latest

product we can

ffer!”

First 3 months Next 6 months Further 6 months Further 6 months

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Low cut through B2B marketing

https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark- research-finds-some-pipeline-surprises-infographic-gp.html

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Who is your target market (your Zebra)?

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James Atkins Vantage Strategy and Marketing

Sweet spot of marketing. Does your marketing?

Sweet Spot

Solves Problems Digestible Competitive Advantage

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4 ways to grow a business

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1. Anywhere you can demonstrate capability:
Presenting at conferences / events on hot topics
Quality webinars / podcasts with alliance / referral partners
In-depth and authentic blog articles that put forward fresh commercial insights
Recorded Videos on hot topics for target market
2. Authenticity – tell it how it is!
3. Referral's (people actually understand what you do and how to refer you)
4. Very clear business model and ‘niche’ / ‘target’
5. All social channels are aligned and high quality
6. Clear and unique competitive advantage

Strategies to beat competitors in current market

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Marketing Pyramid

Clear marketing strategy is key

Success of existing clients Invite to training days | Personal Tours Call with Regional Manager – 20 minutes Information email tailored and sent to you further to your

inquiry. Arranges a call

10-12 Speaking or Webinar for Industry alliances conference p/a 2-3 major thought leadership releases per year 6 x 20 minute webinars per year on hot topics Publications in industry publications Monthly tool of the month on LinkedIn / Regular twitter updates on activities Great Website | Clear Service Offering | Clear Niches | Appropriate CRM – Greenrope.com | Team to support the marketing process

Customer success drives referrals Very clear on customer persona’s

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Some Great Examples – www.pricebailey.co.uk

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Some Great Examples – www.wk.co.nz

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Some Great Examples – www.dafferns.com

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Know your target VERY well

3 key tips for marketing success

Need a relevant process. Marketing Pyramid Know your sweet spot

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Thank you. Questions?

James Mason jmason@mindshop.com www.mindshop.com