The Strategic Marketing Process E-Book

The Strategic Marketing Process

? 2006-8, Moderandi Inc. All rights reserved.

Moderandi Inc. 11260 N 92nd St, Suite 1066

Scottsdale, AZ 85260 (800) 220-2412

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Preface

Most small to medium-sized businesses struggle with marketing. The marketing function is often treated as a cost center - ad hoc activities that don't provide measure results that can be tracked to the bottom line.

This e-book defines our Strategic Marketing Process, and outlines the key concepts and steps that companies use to integrate it into their daily, monthly and annual revenue-generating activities. It covers more than just the "traditional" marketing activities, and integrates strategic planning, financial planning and measurement, creative development, marketing execution and sales.

If you're a consultant or service firm interested in learning more about how to incorporate the process into your offering, please visit us at . Our offering ? a license to this methodology and our tools and best practices ? gives consultants the infrastructure to deliver the services listed in the Key Concepts and Steps section of each subject of this e-book. The program helps consultants

f Broaden expertise (or learn from scratch) f Develop strategies & execute projects for nearly any challenge a potential client would face.

Certified licensees can be

f Business consultants f Marketing consultants with expertise in a specific function f Sales coaches f Advertising agencies f Graphic design firms f Marketing communications firms f Web design/development firms f PR firms f Aspiring entrepreneurs who are looking for a new business opportunity

Licensees have the flexibility to incorporate the methodology and tools in a number of different ways. Learn more details at .

Expand Your Existing Practice Deliver more strategic services Lower your cost of services Add junior consultants Monetize services you're already delivering Extend your engagements

Build a New Practice Become a consultant Train your team Focus on strategic consulting Build expertise to gain freelance gigs

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Contents

page 3

Introduction

6

13 10

21

24 28

17

47

36 32

38 41

56

44

Sales Literature & Tools

50 74

Sales

62

Management

59

65

Email Marketing

71

Online

Advertising

83 Recruiting 85 Vendor Selection

80 77

68

Search Marketing

53

Business Development

87 Return on Investment

90 Customer Lifetime Value

93 Copywriting & Graphic Design

What's Next

page 96

To learn how to incorporate the Strategic Marketing Process into your practice, visit

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Introduction

What is marketing? It's a broad, challenging and often misunderstood function. Ask several people to define it and you'll probably get very different answers:

f It's brochures and slogans and print ads in magazines f It's websites and email campaigns f It's communicating with customers f It's an MBA crunching numbers on brand equity and market share

Yet marketing is much more than brochures and websites and numbers; it's an investment that generates revenue, profit and opportunity for growth.

Marketing is the process of developing and communicating value to your prospects and customers. Think about every step you take to sell, service and manage your customers:

f Your knowledge of the market and your strategy to penetrate it f The distribution channels you use to connect with your customers f Your pricing strategy f The messages you deliver to your market f The look and feel of your marketing materials f The experience you deliver to your market and customers f The actions of your sales and service reps f All of the planning, preparation, forecasting and measurement of your investments

Good marketing is essential for every company. It can make a company with a mediocre product successful, but poor marketing can send a good company out of business. Yet even business-to-business (B2B) marketing is often seen as a soft creative field instead of the engine that drives company revenue.

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Key concepts & steps

The Strategic Marketing Process organizes 29 marketing subjects into three categories:

To learn how to incorporate the Strategic Marketing Process into your practice, visit

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