MarketingProfs B2B Forum Takeaways, Vol. 2

mROI (Marketing Return on Investment): The goal is to optimize marketing spend for the short and long term in support of brand strategy by building a market model using valid, objective marketing metrics and analytics.

It's too easy to lose sight of the customer. Customer centricity is the key component to drive your strategic advantage.
- How does your customer process information?
- How does your customer make purchasing decisions (likely emotionally)?
- What are your customer's brand preferences?
- Where does your customer prefer to buy?

You must track your marketing activities. If you don't, how will you ever see trends and be able to craft or tweak your Marketing strategy?

BOOST your campaign: Brand, Objective, Offer, Sell, Track

Brand: consistently apply to all marketing design (this one is a no-brainer).
Your brand is your reputation, not your logo.
Make your brand different.

Objective:What are you trying to achieve?
Kinda have to know this before you can make any progress. Develop a plan, pencil in your goals (they are dynamic), know the customer, and run the numbers (thru a gap analysis).

Offer: There are 256 known merchandising offers. Are you using them?
Herschel Gordon Lewis' 7 copy motivators: fear, guilt, flattery, exclusivity, greed, anger, and salvation. Use as many of these in your copy as possible.
An offer is the solution to your customer's primary pain point.

Sell I must have been tweeting during this segment; I have no notes to offer!

TrackThis is the only way you'll ever know if you've truly met your objective.

This is but a taste of the information I'll take back to the trenches! I think I can start making some immediate changes when I get back. I'm also more aware of what I don't know, and I can't wait to start asking questions! This conference was exactly the kick in the arse my career needed.