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Marketing PlanLeads Generation and Qualification
PRESENTED BYMICHAEL NEVSKI
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%
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%
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
Key Customer SegmentsPrimary DistributorsGovernmentDental Schools Private Label EndodonticLarge Group PracticeRest of the Market – Small Practices,
Individual Dentists etc.
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
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
Q&A
Content Marketing Trends For 2013