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Positioning for Success: Marketing Beyond Proposals
Moderator: Heidi Perham, RA, NCARB, AICP, Black & Veatch Speakers:
- Kristy Cerullo, Marketing Manager, First Environment, Inc.
- Jeffrey Taub, FSMPS, CPSM, Senior Technical Director –
Marketing Beyond Proposals Moderator: Heidi Perham, RA, NCARB, AICP, - - PowerPoint PPT Presentation
Marketing Beyond Proposals Moderator: Heidi Perham, RA, NCARB, AICP, - - PowerPoint PPT Presentation
Positioning for Success: Marketing Beyond Proposals Moderator: Heidi Perham, RA, NCARB, AICP, Black & Veatch Speakers: Kristy Cerullo, Marketing Manager, First Environment, Inc. Jeffrey Taub, FSMPS, CPSM, Senior Technical Director
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CREDITS & PRESENTATIONS
Earn 1 PDH Credit for Attending this Session Where are the PDH forms for Education Sessions? Where are the Presentations?
www.samesbc.org
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Flipping the Script
Client Development
Visibility Proposals
Proposals
Visibility Client Develop- ment
vs.
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Why Make the Change?
- Reactive mindset makes it hard to get
ahead of opportunities
- Proposals are used as an introduction
instead of as a way to close the deal
- Competitive & volatile market requires
balanced marketing
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Marketing “Mix”
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Benefits of a Balanced Approach
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Market Research
“Marketing without data is like driving with our eyes closed.”
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Market Research
Finding and applying industry data to our advantage.
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Market Research
Answering two fundamental questions about research.
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Marketing Planning
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Marketing Planning
Where are we right now?
Source: Market-Based Management, 2013
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Marketing Planning Where do we want to go?
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
SO ST WO WT
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Marketing Planning How will we get there?
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Marketing Planning
“If a plan is written in a board room and no one else is around to read it, does it exist?”
- Kristy Cerullo
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Business Development
Clients hire people they like and trust.
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Business Development
A 5% increase in client retention can increase profitability by 75%.
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Business Development
“If you cannot measure it, you cannot improve it.”
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Proposals
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Proposals
Have a rigorous go/no-go process
Internal factors Competitive factors Financial factors
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Proposals
Know (and continually track) your metrics
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Proposals
Proposals can help build relationships and reinforce firm reputation
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Visibility & Publicity
Storytelling is dependent on getting the right content to the right audience.
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Visibility & Publicity
Social media is prime real estate for engagement.
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Visibility & Publicity
Plan ahead for a strategic, thoughtful visibility program.
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Management
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Management
Ensure internal coordination among everyone with marketing responsibilities
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Management
Put appropriate marketing resources in place…and we mean more than people
Source: Society of Marketing Professional Services, 2019
1.
Social platforms
2.
CRM
3.
Email marketing platforms
4.
Web analytics
5.
CMS
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Management
Conduct an annual review of marketing performance and needs
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Key Takeaways
- Moderate the stress and influence of proposals
- Encourage partnerships between technical and
marketing staff
- Promote a balanced marketing mix
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Questions?
Kristy Cerullo kcerullo@firstenvironment.com Jeffrey Taub, FSMPS, CPSM jtaub@akrf.com