concept to launch in 45 days

LRC Marketing Group We Make Your Vision a Reality

Concept to Launch in 45 Days

LRC Marketing Will Make Your Vision A Reality

Presented by Lisa CassidyMarch 25, 2015


There’s a Lot Riding on Content

In Forrester’s most recent survey of business decision-makers, they state that today’s buyer is two-thirds to 90% of the way through their purchase journey before they reach out to the vendor.

They go on to say that 68% of survey participants state that the vendor’s website is an important source of information when researching and evaluating technologies and services to purchase.

That’s a lot riding on content.

Are you satisfied with what your audience is reading about your company?


Today’s Buyer

Today’s Buyers are more educated. They don’t need to speak to sales until much later in the sales cycle.

Buyers are going online and to social resources as sources for decision making.

In today’s market, the Buyer’s

goal is to qualify the SELLER as

opposed to the other way

around.

“The hunter has become the hunted.”

“How sales people want to sell has little impact on how buyers are choosing to buy.”


Give The People What They Want

The easiest way to win business is to give the people what they want.

That means providing the information they need when they need it

and in the format they want it.

A thought out content management strategy covers all phases of the decision-making process and in multiple formats i.e. articles, video, third party references.

It also emphasizes Thought Leadership. Build credibility and trust while educating your audience and they’ll keep coming back.

Today content can be delivered in many ways…educational or on-demand videos, blog

posts, white papers, social media posts,

newsletters, articles, webinars, newsletters

and more.


Marketing Does More Than Create

Awareness & Interest

B2B marketers have the tools to efficiently engage prospects in the upper and middle part of the funnel – well beyond the early stages of awareness and interest.

The New Marketing & Sales

funnel enables marketing to

connect with prospects for

much longer - almost to the point of purchase.

The Goal: Get salespeople to spend most, if not all, of their time selling to prospects who are deep in the funnel and likely to buy.


Marketing Must Deliver SALs

Marketing must deliver Sales Accepted Leads (SALs) -

The Most Important Step in the Demand Creation Process

By definition, a SAL has met specific characteristics of a sales ready lead. As a result, sales has agreed to take action within a specific timeframe.

This is important to to both sales and marketing for 4 reasons:

Confirms that sales people or partners are acting on delivered leads.

The rate of acceptance or rejection reveal lead management and quality problems that can quickly be addressed. The goal: lead acceptance rates of 90% or higher.

Starts the clock on follow-up…within 24 hours is a best practice, longer than 72 business hours is not acceptable.

Rejected leads are automatically rerouted back to marketing or teleprospecting for further attention/nurturing.


How Marketing Creates SALs

Audience Development & Segmentation – good data is essential for great campaigns; create, develop/clean and segment targeted prospects

Content Creation/Management/Repurposing – create content that informs, educates, entertains and solves a problem; custom messaging

Integrated Marketing Campaigns – present content in a variety of channels in order to get noticed; create inbound leads

Teleprospecting – test messaging and assess interest, knowledge, pain points, buying stage, timeframe for purchase, key players/decision makers, obstacles, budget, etc

Lead Qualification/Identification/Generation Process - MQL -> SAL -> SQL

Marketing Automation – maintain ongoing lead/contact nurturing, scoring and routing until a lead is sales ready


Focus on What You Do Best

We promise to do the same.

Tell us about your company, your goals, your customers, your successes.

We’ll take it from there.


The Benefits of Outsourcing Marketing

Instant access to an entire team of experts – Strategists, Project Managers, Marketing Analysts, Database Managers, Market Researchers, Telemarketers, Copywriters, Designers, Videographers and more.

Free up time taken from in-house resources aka Sales

Benefit from our experience – let us present you best practices instead of scrambling to figure it all out on your own

During a high growth phase, it is usually faster and cheaper to outsource

Use us when you need us - Avoid fixed costs associated with permanent hires

And lastly…


Over the past 10 years, LRC Marketing has gathered a team of experts to take mid-size technology organizations, like yours, to the next level.

Let LRC Marketing get your marketing program off the ground in

just 45 days.

What you can expect to see by launch…

A Customized Market Plan & Estimated Campaign Budget

A fully implemented Marketing Automation tool for nurturing leads

A Social Media strategy that includes text, video and webinar posts

Integrated Landing pages & Forms

Email Marketing & Drip Programs

Webinar Promotion & Facilitation

Telemarketing & Lead Generation

We’ll Hit The Ground Running


Let LRC Make Your Vision A Reality


LRC’s Four Step Process

LRC's Four Step Process – Assess, Strategize, Execute & Evaluate -

intertwine the best of B2B marketing with industry best practices including Market Planning & Segmentation, Integrated Marketing Campaigns, Marketing Automation, Content Management and more.

http://lrcmarketing.wistia.com/medias/wzb2689313


Concept to Launch [C2L] in 45 Days

Client Questionnaire

Kick-off Meeting

Market Planning & Development

CRM & Marketing Automation Integration

Campaign Execution

LAUNCH!

Tracking & Reporting

Next Steps

Pre-Kick-Off

First Day

12 Days

12 Days

21 Days

45 Days

Throughout

60 Days


C2L in 45 Days – Assess

Every client engagement begins with a questionnaire.

Be prepared to spend one meeting discussing the following…

Targeted verticals & geographic reach (customers versus prospects)

Description and/or profile of your most profitable/ideal customer/prospect

3-5 Closest Competitors

Target Audience Pain Points

3 Success stories (approved for case studies, video testimonials, quotes)

Current Sales process (from suspect to post sale)

Current marketing tools

Campaign budget/resources


C2L in 45 Days – Strategize

Based on information from the questionnaire and the initial strategy meeting, LRC will develop a market plan. Market plans typically include the following:

Situational Overview

Industry Review

List Analysis/Health & Development Options (D&B NetProspex)

Size & Scope of Market by Geography/Vertical

Competitive Review (3 Companies: Review of Messaging, Pricing, etc)

Recommended Marketing Automation software for your organization

Integrated Marketing Campaign Concept, Messaging & Design (includes Email Messaging, Landing pages/Lead Boxes/Forms, Telemarketing goals/scripts and more)

MQL & SAL Goals

Recommended Tracking Tools

Campaign Schedule

Campaign Budget


C2L in 45 Days – Execute

List Import & Segmentation

Lead Scoring Criteria

Campaign Set-up (in MA software and CRM)

Integration of Marketing Automation & CRM Campaigns (auto or manual)

Adding Web Site Tracking Code to web site headers (for tracking visitors)

API Connectors (Landing pages, webinar tools, etc)

Creation of Custom Branded Forms

Creation of Custom Branded Email Templates

Creation of Autoresponders

The first part of Execution is setting up your Marketing Automation software. Think of your MA software as your marketing dashboard. It is the central point for tracking all prospect activity. MA prep requires the following steps:


C2L in 45 Days – Execute

The second part of Execution is Marcom and Campaign Development.

Every C2L campaign includes:

3 Individual Emails or 1 Drip with 3 Emails (Copy, Design, Images, Links)

1 Landing Page

1 Autoresponder email

10 hours of teleprospecting - to test and assess messaging and SAL criteria

3 Social Media postings/month (LinkedIn, Twitter, Facebook, You Tube)

1 Webinar Facilitation

1 Photo-based video (3 minutes) or 1 on-demand webinar video

1 Success story Write-Up


How It Works


Day 45 – LAUNCH!


C2L in 45 Days – Evaluate

The final step involves:

Setting up and circulating Campaign Reports

Weekly Meetings to review progress/changes to campaign

Lead Actuals against Goals (MQLs, appointments, etc.)

Marketing Campaign Summary Review/Suggestions for Improvement

Discussion of next 45 days


The Choice Is Yours

The decision to outsource marketing function can be both strategic and tactical. Many companies have a philosophy of outsourcing any activity that is not core to their business.

At the tactical level, companies often find themselves strapped for marketing resources to respond to a rapid or unexpected change in the business or perhaps an increased volume of marketing campaigns.

Only you know what is right for your organization.

The Choice is Yours Assemble your own team in-house Outsource Do Nothing – Is this really an option?


Our Philosophy

Since 2004, LRC Marketing Group has been in the business of implementing targeted strategies, integrated solutions and superior results. Whether we are supporting a Fortune 500 company or start-up, our goal is the same – professional marketing services that yield results.

Our team of experts get together to evaluate your company’s situation, then devise a plan that is aligned with your company’s goals.

We leverage the experience and knowledge of our team to build a strong foundation for our clients to expand upon.

This often means helping to hire, train and transition to an in-house marketing team in order to secure ongoing growth for our client.


Our History

The mission was to provide small to mid-size companies a virtual network

of experts and resources, typically only available to larger companies, at

a fraction of the cost.

Within just a year, LRC Marketing built up a client base ranging from well known names like Capital One, to start-ups like, Avaki (acquired by Sybase later that same year.)

Today, LRC’s virtual team is made up of project managers, database managers, market researchers, analysts, teleprospecters, designers, videographers and writers focused on the needs of small to mid-size technology companies.

After almost a decade of launching major marketing initiatives for large companies including Pratt & Whitney Power Systems, Northeast Utilities/Select Energy, Ernst & Young, Circuit City and Carmax, Lisa Cassidy, Senior Marketing Strategist & Founder, began LRC Marketing Group in 2004.


Our Team

LRC Marketing Group is made-up of executives in their respective industries.

Each member of the team has excelled in their field for a minimum of 20 years and in most cases holds an advanced degree and/or certification demonstrating mastery in their area of expertise.

In addition to our executive team, we have a team of people focused on cutting edge new technologies. This group funnels new ideas to the executive team members in order to maintain ongoing development of the LRC Marketing tool set and vendor base.

LRC Marketing uses a variety of vendors who have been chosen carefully for their ability to solve business needs and integrate with marketing automation tools like Pardot and ActiveCampaign.


Hear What Our Customers Are Saying

“As a repeat client of LRC Marketing over the past 10 years, I can say with confidence that Lisa and

her team are great at what they do. Repeatedly, LRC stepped right in and created a marketing

infrastructure from the ground up with very little resources and budget. In recent years, this has

included the addition of Pardot, a marketing automation tool that integrated seamlessly with

Salesforce.com.

I highly recommend LRC to anyone looking to build a solid B2B strategy through integrated

marketing and marketing automation.”

-- Dean Richards, VP Business Development, DocuLynx


Hear What Our Customers Are Saying

LRC Marketing Group was an exceptional marketing partner for ALT. They listened to our needs,

managed our customer email and print communications AND handled the entire management of the

HP Marketing Subsidy program quarter after quarter.

What stands out with LRC was how independent and reliable they were. Working with LRC took very little

of our time. We spent about 1 hour per week sharing campaign results, customer feedback and

brainstorming new promo ideas for the coming month. By week 3, we had a solid campaign ready to roll

in time for end of month sales pushes.

It was a delight to work with the LRC Marketing Group.

-- Scott Treher, President, ALT


C2L & Subscription Pricing

Completion of C2L in 45 days -> $10k

25% to start Assess/Strategize/Market Planning 25% to start Marketing Automation Set-Up 25% to start Campaign Development & Execution 25% at 45 days i.e. Program Launch

Plus Subscriptions Marketing Automation Basic Pro Plus(Up to 1000 contacts, 2500 for plus) $17/mth $49/mth $149/mth

Landing Pages $25/mth $40/mth $67/mth

D&B NetProspex Free data analysis

Go To Webinar Free through LRC Marketing Subscription

Video Development/Editing Free through LRC Marketing Subscription

Video Storage/Sharing Free or $25/mth for analytics

File Storage/Sharing Free or $9.99/mth for 1 TB


The LRC Difference

If you believe that your company has the potential to be more than it is today, let LRC Marketing Group help get you there.

LRC’s 4 Step Process – Assess, Strategize, Execute &

Implement can bring your marketing program from concept to

launch in just 45 days.

From there, it’s up to you. LRC can transition to an in-house person or we can continue to implement campaigns as an extension of your sales & marketing team.

It’s your call. Take the next step today.


To Learn more, contact:

Lisa CassidySenior Marketing Strategist & FounderLRC Marketing Group

781.879.6222 | [email protected] | www.lrcmarketing.com

mailto:[email protected]


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