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Marketing Plan Leads Generation and Qualification PRESENTED BY MICHAEL NEVSKI

SS White Burs Marketing Plan

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Page 1: SS White Burs Marketing Plan

Marketing PlanLeads Generation and Qualification

PRESENTED BYMICHAEL NEVSKI

Page 2: SS White Burs Marketing Plan

Current State and Business DriversOne of the oldest and the most prominent brand

in the segmentThe global dental devices market to grow at

CAGR 8.7% up to 16 billion through 2015 - TechNavio

Increasing elderly populationDecreasing dentist – to population ratioDental consumables - 67% of all sales*

*M&M

Dental Consumables,

67%

Dental Implants,

11%

Dental Equipments,

22%

Page 3: SS White Burs Marketing Plan

Segmentation of the dental consumables market*

*M&M

Dental Prosthetics 28%

Dental Disposables

15%

Dental x-ray

10%Dental Hand Instruments

8%

Dental Burs market7%

Dental Impression material

7%

Dental Restoratives7%

Dental preventatives 6%

Dental Anesthetics 6% Dental Bleaching

agents 6%

Page 4: SS White Burs Marketing Plan

Vertical Markets and ProductsOral Surgery, General, Cosmetic Dentistry,

and Dental Labs Major product groups/lines

o Carbide and Diamond Burso Grind Burs o Jazz Polisherso Endodontic files

Page 5: SS White Burs Marketing Plan

Key Customer SegmentsPrimary DistributorsGovernmentDental Schools Private Label EndodonticLarge Group PracticeRest of the Market – Small Practices,

Individual Dentists etc.

Page 6: SS White Burs Marketing Plan

Leads GenerationBased on customer segment and relevant needs create several direct

marketing communication campaigns utilizing the following tools and platforms:

Channel Customer Type

Criteria/Messaging Platform Lead Qualification

Lead Nurturing

Conversion VOC/Feedback

Email Installed Base Based on purchase history and loyalty level/customer persona

SFDC/Lyris Marketo/Eloqua Marketo/Eloqua

Sales - RSM or NBD

Qualtrics - infotransf & stored in SFDC

Email Prospective Based on segment SFDC/Lyris Marketo/Eloqua Marketo/Eloqua

Sales - RSM or NBD

Qualtrics - infotransf & stored in SFDC

Direct Mail Both Promo offer with tracking code

SFDC Marketing, Sales, CS - SFDC

Follow up call Sales - RSM or NBD

Qualtrics - infotransf & stored in SFDC

Content Marketing

All Whitepapers, industry blogs, professional online forums featuring C.O.R.E., industry publications

Company site, blog vendors, industry associations

Marketing, Sales, CS, Operations

Follow up email or call - SFDC

Marketing, PM, R&D, and Sales - RSM or NBD

Qualtrics - infotransf & stored in SFDC

Online Promotions

All SEO (organic), online advertising (Google Adwords, LinkedIn etc.)

Web - SFDC Marketing, Sales, CS, Operations

Follow up email or call - SFDC

Sales - RSM or NBD

Qualtrics - infotransf & stored in SFDC

Social Media All Featuring C.O.R.E and other products – Facebook, YouTube, Twitter, LinkedIn, other industry specific forums.

Web Marketing, Sales Follow up email or call - SFDC

Sales - RSM or NBD

Qualtrics - infotransf & stored in SFDC

Trade Shows All Product sample giveaways with registration

SFDC Marketing and Sales

Follow up email or call - SFDC

Sales - RSM or NBD

Qualtrics - infotransf & stored in SFDC

Page 7: SS White Burs Marketing Plan

Consumer Pull - Product Awareness - Demand Generation

Local health and sport events sponsorships (i.e. 5K run) featuring benefits of SmartBurs® II and DMDs/DDSs using the technology/productGeo-Targeting based on the existing 15% of

customers/doctors using the SmartBurs® II products and support the C.O.R.E.

Creating the directory of DMDs/DDSs on the company’s site – consumers can easily find the C.O.R.E. dentist in their aria

Page 8: SS White Burs Marketing Plan

Q&A

Page 9: SS White Burs Marketing Plan

Content Marketing Trends For 2013