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Posted by on in Business
Move From Commoditization to Market Leader

The Internet changed everything. Customers are in the driver’s seat. CEO’s are feeling the crush of commoditization. Many Mid-Market companies are struggling to make headway in our new business landscape.

 

Marketing has become a complex new discipline requiring sharper strategy, tighter tactics and obsessive measurement. It demands a range of disciplines from strategists to tacticians, brand experts, writers, designers, videographers, developers and more. This is out of reach for many Mid-Market companies. That is where Camarès steps in:

 

Marketing Director Salary = Camarès Expert Program 

 

For the cost of a Marketing Director you can have 

  • An entire Marketing Department, expert in the latest strategies and tactics, with every discipline you will need at the ready. 
  • A powerful “Marketing Department” that cross pollinates successes from one client to the next. 
  • An expert competitive market survey, new positioning, new website, marketing plan, plan execution, coordination with your sales department AND monthly measurement and reporting. 

 

We pioneered Agile Marketing, a robust winning marketing process based on Agile technology development and we will bring it to your business. Using Agile you will spend money on what works; marketing and sales will be held accountable and you will see your business move from commoditization to market leader.

 

How do I know this? Because we measure our results. We transform companies every day.

 

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©©Camares 2015
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frowinin mailchimp“WE HAVE SINNED!” opened the email that I had to send manually to my entire email list. It went on…

Being swashbuckling guinea pig marketers, we always test on ourselves before making recommendations to our clients.

Yesterday, we pushed Mail Chimp too far! We have been found GUILTY of committing a Mail Chimp Carnal Sin for which the only redemption is begging your forgiveness and asking you to opt into our mailing list! 

So here’s the deal:

If you do us the favor of opting in here, we will tell you the sin we are guilty of — cool huh? 

When the Internet Gods hold their bible secrets too close to be known, being very very bad is the best way to learn where the boundaries lie :)

Looking forward to your opting in… here

Aw hell, let’s make this even more fun! I’ll buy lunch for the 7th, 17th, 27th and 107th person to opt in, and I will share the rest of the seven deadly sins we’ve committed over pasta Fra Diablo!

Be well and stay out of hell!

Deb 

As promised:

MailChimp shut down our ability to import our corporate house list because our list was riddled with problems and resulted in too many hard bounces. How many is too many? According to MailChimp we were pushing 30%!  And given that, it is no surprise we were shut down. 

But how did the list get that way? The real problem was with the program we were testing before we got to MailChimp: Nimble. Nimble was the tail wagging the monkey.

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b2ap3_thumbnail_hockeystick-growth.jpgVCs dream of big growth graphs moving aggressively up and to the right – and in the best of all worlds, straight up like a hockey stick. I have never met a founder for whom this not-too-subtle demand did not terrify because by most business standards it is extremely difficult to achieve.

However, over the last three years we have seen that aggressive growth has not only become possible, it is repeatable. Changes in B-to-B shopping habits and a comprehensive response make it possible. We have seen 600% to 850% ROI on marketing programs and growth to match. But certain conditions must apply and specific tactics must be executed. Here they are: 

Product Price Point

The price point of the service or product must be high enough to absorb the ever increasing cost of customer acquisition. In the last decade, the cost of customer acquisition has risen so high that your average sales value (ASV) must be well into the thousands.  This can be achieved through bundling hardware with service wrap arounds for example. Or, by finding a way to sell your product or service using a monthly recurring revenue (MRR) model and annual contracts. Under these conditions there is enough revenue to balance the cost of customer acquisition. 

Death of a Sales Team

Pre-shopping online – a common practice among consumers – has invaded the B-to-B space. A recent Google/CEB study showed that shoppers are up to 70% through the shopping process by the time they want to speak to someone from your firm. That means that your web site must work very hard for you. It must quickly telegraph your differentiation and attributes. And it also means that the prospect does not want to waste time with a glib salesperson. They have tougher technical questions they need resolved before moving forward. So fire your salesforce and hire a few good sales engineers who can work in pairs with skilled sales closers.

Then hold expectations high. Today the freshness value of a lead expires within hours not days. Your sales team must jump on that lead within 30 minutes — for better success within three minutes. Like a mental-health hotline, some companies create 24/7 on-call schedules, rotating sales engineers to off hours and forwarding calls and emails to mobile phones.

Dig Deeply Into Your Prospects’ Brains

If your firm meets those conditions, then it is worth investing in a comprehensive online presence and lead-generation program to match. We call it a “stra-tactical” approach. The strategy was developed over years of practice but it is otherwise executed tactically.

Many companies attempting to achieve aggressive growth are also aggressively talking to themselves, repeating their sales mantra to prospects over and over like a jackhammer. That’s old school and no longer works. Reverse the process:

Come to understand your market’s inflection points. That is, the moment when a prospect perceives the need for your product or service. The question is no longer “how did you find us” but rather, “what preceded your search for us.” A finely-tuned ear is key to success.

Once you have cataloged their inflection points, consider how the prospect articulates their search. Here is where program complexity increases exponentially. The search is articulated differently by market, geography and even within organizations: the person in pain will search differently from the person managing the person in pain, from the guy signing the check.  Or simply put: one person’s green eggs in ham, is another person’s chartreuse eggs and pork. Your program must address each and do so with great specificity. Achieving specificity requires building comprehensive libraries that align to your inflection point catalog, then building a web presence with multiple aligned architectures: backbone, paid search, social and to a lesser extent SEO. 

Lead-generation programs based on search articulations are then rolled out over the architectures. Your firm will now be presented in the right place at the right moment when your prospect needs you: be it via paid search ads, social media platforms or at the right face-time conferences. 

Take an Agile Approach

A few leading edge marketers have moved Agile into the marketing discipline. In 2011, Anthony Freeling from McKinsey UK published Agile Marketing. Our team had already developed our own Agile framework called ZebworksTM in 2009. Our objectives were the same: drive out risk, drive in results. Agile marketing requires measurement and reporting, which is possible leveraging Google Analytics and CRM data.

 For example: Google Paid Search is very Agile: sprinting out a program that leverages your comprehensive architecture, your advanced sales team delivering urgent response, then measuring, adjusting, pivoting and sprinting again. Similarly this can be applied to all lead-generation efforts even conferences and networking events. 

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SEOvAgileMarketing.001.jpg

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