際際滷

際際滷Share a Scribd company logo

Zimmerman_Marketing Presentation updated 11.30.15 HZ changes

Halden Zimmermann
Halden Zimmermann

The document outlines a 6-step process to drive marketing execution: 1) identify target markets and customer segmentation, 2) understand customer needs through segmentation, 3) develop value propositions and offers, 4) determine pricing strategy, 5) implement marketing campaigns, and 6) measure performance through key performance indicators and close the loop on the process. The goal is to use customer insights to build highly competitive offers that drive business goals.

1 of 8
Download to read offline
Process to Drive Marketing Execution By: Halden Zimmermann
At a high level identify the markets and competitors by market. Narrow down which customer groups have the largest opportunities using Mekko tool. Your team needs to prioritize market attractiveness vs. their ability to capture share in that market. Prepare for next level segmentation on target market (needs based segmentation). Step 1: Customer /Segmentation Segmentation Framework (Mekko) Market Attractiveness
Needs Based Segmentation Framework Needs Based Segmentation Step 2: Drill In / Know Your Customer Within target markets build a VOC needs based segmentation framework. Basically, customers have different needs from each other. Those unique needs drive their behavior, and therefore value. Understand core needs vs. value added needs. This is an opportunity to differentiate if there are no current solutions. Needs-based segmentation studies can guide where to differentiate, providing valuable guidance for building a highly competitive customer offer.
Step 3: Value Proposition and Offer Development Needs Based Segmentation Framework Core Service Core Service Premium Core Service Premium Service Price Perceived Value Premium Value Offering List Price = Z Expected Offering List Price =Y Core Offering List Price = x Value Proposition and Offer Development Build value proposition using the wording framework: "To (Market Segment), (Product Name) is the Brand or Product, that (Frame of Reference) that (Differentiation) due to (Competitive Advantage)". Bundle offers based on segment, adding differentiators and a la carte options. Both products and services are important in the development of the offering. Needs-Based Segmentation finds differentiating needs and guides building a customer offer.
Step 4: Pricing Van Westendorp Pricing Van Westendorp Pricing Pricing Outcome of the Price Value-Map Set business goal for target market and set pricing strategy appropriately. 3 Potential Pricing Goals: Gain Share Increase Volume Increase Profits Option: Test the price ballpark with VWest study. Use price to value map to understand your position relative to the next best alternative.
Offline Landing Page with Offer (capture contact via form) Lead Documented Lead Qualification (In-house) Sales Ready Lead (CRM Pipeline to ROI) Customer Driven Google search captured via Adwords Customer Contextual Activity Captured via Google Ad Network Email Blast Webinar Exhibit Workshop Summer Course Regional Launch Online Targeted Messaging Flow
Video Landing Pages Step 5: Campaign Tactics Room to Grow Campaign App Tools Value Video Compare Guides Web 2.0 Pay Per Click Landing Page Webinars Telemarketing Tradeshows (Interactive Touch-Screen) Custom Brochure Social Ads Banner White Papers Prospecting Lead Qualification
It is good to test your price response when feasible, or at least simulate it. You must set proactive and reactive KPIs to monitor and predict strategy performance. Monthly team meetings to review, develop action plans and keep a pulse on the approach. Implement a method to trace ROI results to sales people, marketing modes & CRM. KPI Measurement Bowling Chart TARGET TO IMPROVE TARGET TO IMPROVE Source Jan Feb Mar Apr May Plan 140 140 140 140 140 North America Act 287 76 163 157 77 JOP 200 216 119 119 85 Plan 42 42 42 42 42 Act 78 26 38 38 32 JOP 54 52 67 45 26 Plan 17 17 17 17 17 Act 26 24 14 7 13 JOP 24 17 20 12 3 Plan 48 48 48 48 48 Act 49 37 34 29 28 JOP 69 66 61 59 18 Plan 23 23 23 23 23 Act 37 13 23 6 9 JOP 30 38 30 21 10 OTHERLEADS (Globalspec, eMedia-Pubs, Whitepapers) Silas / Montone Europe Silas / Montone India Silas / Montone Asia Silas / Montone ROW Silas / Montone Direct Price Response Step 6: Close the Loop (MEASURE) It is good to test your price response when feasible, or at least simulate it. You must set proactive and reactive KPIs to monitor and predict strategy performance. Monthly team meetings to review, develop action plans and keep a pulse on the approach. Implement a method to trace ROI results to sales people, marketing modes & CRM

More Related Content

Zimmerman_Marketing Presentation updated 11.30.15 HZ changes

  • 1. Process to Drive Marketing Execution By: Halden Zimmermann
  • 2. At a high level identify the markets and competitors by market. Narrow down which customer groups have the largest opportunities using Mekko tool. Your team needs to prioritize market attractiveness vs. their ability to capture share in that market. Prepare for next level segmentation on target market (needs based segmentation). Step 1: Customer /Segmentation Segmentation Framework (Mekko) Market Attractiveness
  • 3. Needs Based Segmentation Framework Needs Based Segmentation Step 2: Drill In / Know Your Customer Within target markets build a VOC needs based segmentation framework. Basically, customers have different needs from each other. Those unique needs drive their behavior, and therefore value. Understand core needs vs. value added needs. This is an opportunity to differentiate if there are no current solutions. Needs-based segmentation studies can guide where to differentiate, providing valuable guidance for building a highly competitive customer offer.
  • 4. Step 3: Value Proposition and Offer Development Needs Based Segmentation Framework Core Service Core Service Premium Core Service Premium Service Price Perceived Value Premium Value Offering List Price = Z Expected Offering List Price =Y Core Offering List Price = x Value Proposition and Offer Development Build value proposition using the wording framework: "To (Market Segment), (Product Name) is the Brand or Product, that (Frame of Reference) that (Differentiation) due to (Competitive Advantage)". Bundle offers based on segment, adding differentiators and a la carte options. Both products and services are important in the development of the offering. Needs-Based Segmentation finds differentiating needs and guides building a customer offer.
  • 5. Step 4: Pricing Van Westendorp Pricing Van Westendorp Pricing Pricing Outcome of the Price Value-Map Set business goal for target market and set pricing strategy appropriately. 3 Potential Pricing Goals: Gain Share Increase Volume Increase Profits Option: Test the price ballpark with VWest study. Use price to value map to understand your position relative to the next best alternative.
  • 6. Offline Landing Page with Offer (capture contact via form) Lead Documented Lead Qualification (In-house) Sales Ready Lead (CRM Pipeline to ROI) Customer Driven Google search captured via Adwords Customer Contextual Activity Captured via Google Ad Network Email Blast Webinar Exhibit Workshop Summer Course Regional Launch Online Targeted Messaging Flow
  • 7. Video Landing Pages Step 5: Campaign Tactics Room to Grow Campaign App Tools Value Video Compare Guides Web 2.0 Pay Per Click Landing Page Webinars Telemarketing Tradeshows (Interactive Touch-Screen) Custom Brochure Social Ads Banner White Papers Prospecting Lead Qualification
  • 8. It is good to test your price response when feasible, or at least simulate it. You must set proactive and reactive KPIs to monitor and predict strategy performance. Monthly team meetings to review, develop action plans and keep a pulse on the approach. Implement a method to trace ROI results to sales people, marketing modes & CRM. KPI Measurement Bowling Chart TARGET TO IMPROVE TARGET TO IMPROVE Source Jan Feb Mar Apr May Plan 140 140 140 140 140 North America Act 287 76 163 157 77 JOP 200 216 119 119 85 Plan 42 42 42 42 42 Act 78 26 38 38 32 JOP 54 52 67 45 26 Plan 17 17 17 17 17 Act 26 24 14 7 13 JOP 24 17 20 12 3 Plan 48 48 48 48 48 Act 49 37 34 29 28 JOP 69 66 61 59 18 Plan 23 23 23 23 23 Act 37 13 23 6 9 JOP 30 38 30 21 10 OTHERLEADS (Globalspec, eMedia-Pubs, Whitepapers) Silas / Montone Europe Silas / Montone India Silas / Montone Asia Silas / Montone ROW Silas / Montone Direct Price Response Step 6: Close the Loop (MEASURE) It is good to test your price response when feasible, or at least simulate it. You must set proactive and reactive KPIs to monitor and predict strategy performance. Monthly team meetings to review, develop action plans and keep a pulse on the approach. Implement a method to trace ROI results to sales people, marketing modes & CRM