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 Pri

ce

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

Room to Grow Campaign

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

OTHER LEADS

(Globalspec,

eMedia-Pubs,

Whitepapers)

Silas /

Montone

EuropeSilas /

Montone

India Silas /

Montone

AsiaSilas /

Montone

ROWSilas /

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