Workshop 1: Value Proposition Design
- ABM: Account Based Marketing is a focused approach to generating leads only from amongst customer types that will associate very strongly with the experience offered by the product or service. This prospective customer is identified through value proposition design and marketing focuses on how the product or service meets only their wants, needs and addresses their fears better than the alternatives only they would consider substitutes.
- Message Map: This is the structured method to create and deliver the messages that will resonate with the targeted customers identified in the VPD. The map must address how the target will become aware, become educated and progress from interested to a lead that can be curated in the sales funnel.
- Product Market Fit: The fastest way to fail is to not think through if there is sufficient demand for a product or service to develop and deliver it. As part of completing a VPD you will have to quantify how many of your target customers are, what they value (needs and wants). What might they do instead and what experience they want.
- VPD: Value proposition design. Products and services only have value to the degree they assist in helping people get their job(s) done. VPD is a framework to think through the product market fit, create your message map and define who in your target customer segment you need to target (account-based marketing).
- The Lean Canvas builds on the VPD to articulate on a single page how you can find the prospective buyers and how to deliver the features and benefits defined in the VPD.
Workshop 2: Using Your Website for Lead Generation
Workshop recording (and link to handout) - https://youtu.be/4SQNRch4x3A
- Channels of Optimal Resistance: The marketing channels with a favorable ratio of competitors to prospects and will be your focus.
- SEO: Search Engine Optimization, the practice of organic optimization for the promotion of a web property.
- SEM: Search Engine Marketing. The practice of paid media for promotion of a web property.
- Customer Journey: The path followed by customers through the stages of their engagement with your brand. The journey includes all the interactions between the customer and the business over various channels (paid, owned, earned).
- Landing Pages: The intended web page destination on your website which supports optimized search results or calls to action from marketing campaigns, marketing emails, or an online advertisement.
- Pull Marketing: Leveraging users who are actively seeking out the products, services, or information that you offer and making it easier for them to find, and making it easier for them to engage with your offerings to solve their problems.
- Push Marketing: In a Push marketing strategy, the goal is to use various marketing techniques or channels to 'Push' your products to be seen by the consumers starting at the point of discovery of intent or need.
- SSL Certificate: Secure Sockets Layer. SSL is a secure protocol developed for sending information securely over the Internet. Many websites use SSL. Usually, when you see the padlock in the URL address bar, it means they have an SSL certificate and https:// before the domain. An SSL certificate is necessary for good SEO.
- CRM: Customer Relationship Manager platform. Like Salesforce or Oracle or similar.
- CMS: Content Management System. CMS is the technology that is rendering your website elements and content. Examples would be WordPress, Joomla, or Drupal, among others.
- MAP: Marketing automation platform. MAP is the technology that powers your marketing automation and management for email and other channels. Some popular platforms are Marketo, Pardot, and Active Campaign.
- SERP: Search Engine Results Page. The search results page returned after a search query on any search engine like Google, Yahoo or Bing.
Workshop 3: Using Channel Management for Lead Generation
Workshop recording - https://youtu.be/LpAbo_06YUw
- Martech stack and maturity: A Martech stack is the marketing tools in place to progress a lead from awareness – interest – engagement to conversion. A mature stack means you have a solution for collecting and curating your contacts; a solution to connect via email, social networks and your website. A robust content pipeline that can be tailored for use in the above listed channels. Finally, the tools to collaborate to create and manage the content.
- Sales Funnel: A lead matures into a prospect as they progress from awareness to interest to education. The sales funnel is an effective way to visualize where to use your business’ Martech stack to accelerate that process.
- Sales Cycle: Once a lead matures into a prospect, the three sales cycles are NOW and SOON. Prospects that are EVENTUAL sales are leads. As the naming suggests, NOW means you have a clear understanding of their BANT and can meet those requirements. SOON means you have established some of the BANT and have a plan to determine the remainder.
- BANT: A prospect becomes a sale when you know what their need is; how urgent the resolution is; who can approve the purchase and that they have set aside the funds to buy your solution. Usually referred to as discovering Budget, Authority, Need and Timeline (BANT).
- Solution Briefs: Martech content that can be used to attract, inform engage and educate. Used effectively it will enable a lead to self-qualify as a prospect based on the frequency of accessing and sharing the content. Solutions briefs are typically used to start a nurture process because they can be multimedia used for blog posts, summarized as posts on social networks and be summarized in short videos. All of which should result in lead acquisition and maturation.
Workshop 4: Creating Content for Lead Generation
Workshop recording - https://youtu.be/RP6DelPo4go
- Content Marketing: The strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
- Business Persona: Also called business personality, represents how an organization perceives, interprets, assesses, evaluates, and responds to existing and possible threats and opportunities in business. It is the composite whole of the people that make up. the organization – their behavioral interactions, values, images, processes, and customs.
- Target / Buyer Persona: A semi-fictional representation of your ideal customer based on market research and real data about your existing customers. It can help to understand the specific profile of your key customer segments.
- Message Strategy: A message strategy should comprise of a positioning statement and some points that support it. It is the key to successfully marketing your business. It's how you position yourself, it's your communication methods, and it influences every bit of text connected to your business in all the touch points with the business/brand.
- Message Map: A framework used to create compelling, relevant messages for various audience segments. It also serves as an organizational alignment tool to ensure message consistency. Whether you are launching your company, introducing the next big product, or preparing for other major marketing campaigns, messaging mapping is an important step in communicating effectively.
- Content Strategy: A content strategy is the planning, development, and management of content for print or digital publication, as related to a business' greater goals.
- Customer Journey: A customer journey map is a visual storyline of every engagement your customer has with your service, brand, or product. The creation of a journey map puts you directly in the mind of the consumer, so you can see where you may be missing the mark, what you are doing right, and where you can make improvements across the customer lifecycle.
- Marketing Funnel: It is a visualization for understanding the process of turning leads into customers, as understood from a marketing (and sales) perspective. It is related with the customer journey and how the communication and content can be more effective in each stage of the experience with products and services.
- B2B / B2C / B2G: Business to Business, Business to Customers and, Business to Government.
- Content Calendar: A content calendar (also known as an “editorial calendar”) is a written schedule of when and where you plan to publish upcoming content. Content calendars typically include upcoming pieces, status updates, planned promotional activity, partnerships, and updates to existing content.
Workshop 5: Digital Lead Generation Small Business Roundtable (Hosted by the Loudoun SBDC)