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Marketing and Sales
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- Digital marketing versus traditional marketing
- B2B and B2C most ideal platforms:
- Facebook
- Twitter
- LinkedIn
- Business blogging
- Auditing your website
- The seven step digital marketing plan
- Organizing your digital marketing calendar
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- SEO-definition
- 21 SEO tips that digital marketers need to know
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- Setting up Google AdWords campaigns content structuring
- Finding and selecting the right keywords
- Campaign setup procedure
- Organizing Ad groups
- Optimizing landing pages
- Bid management
- Analytics – measure and fine-tune
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- Understanding dashboard – audience | advertising | traffic source | content | conversions
- Taking decisions based on Analytics reporting
- Defining business goals and objectives
- Measuring tools and methods
- Measuring your site’s ROI
- Introduction to goal conversion – tracking the conversions
- Tracking social media traffic – advanced segmentation
- Tracking phone calls with Google Analytics
- Integrating your Google AdWords campaigns into Google Analytics
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- Overview and some brief statistics
- Social media marketing strategy
- Setting up social media goals
- Be selective
- Find out where your targeted people connect
- Popular social media networks
- Facebook graph search – SEO for Facebook
- Knowing your audience
- Setting up facebook Ads for your targeted demographics and their interests
- Setting up LinkedIn Ads for your targeted industry and prospects
- Google Alerts – monitoring your brands, competitions, and industry trends
- Hashtags – best practices and tools
- Inbound Marketing – overview and methodology
- Self-hosted blogging – tips and tools
- Lead generation
- Ideas for content marketing
- Implementing social media – engaging your audience
- Tips to write social media updates
- Automating social media updates using Buffer
- Creating and editing amazing photos for your social media update without knowing graphic designing/Photoshop
- Scheduling your social media updates
- Social media plugins to be incorporated with your website
- Measuring success
- Using Google Analytics to track performance
- Bounce rate, time spent on site and conversions
- Tracking offline conversions
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- An overview of the marketing mix
- The role of promotion in marketing
- The elements of the promotion mix
- Advertising
- Personal selling
- Public relations
- Sales promotion
- Promotion mix strategies across the Product Life Cycle (PLC)
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- Creating an event concept
- Key elements of event design
- Event planning and execution
- Aligning event elements with company or brand identity
- Creating an event check-list
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- Marketing communications objectives
- Characteristics of a successful campaign
- Steps in creating an advertising campaign
- A typical IMC plan template:
- Situational analysis
- SWOT analysis
- Marketing communications objectives
- Marketing communications message objectives
- Marketing communications strategies
- Marketing communications mix
- Marketing communications budget
- Marketing communications media scheduling
- Marketing communication implementation, monitoring and control
- The role of the advertising agency
- Typical full-service agency organization
- What to ask from the advertising agency
- Team workshop: launching a full MARCOM campaign
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- Assessing the brand’s strengths and weaknesses
- Identifying a clear positioning
- Identifying the target market
- Selecting a consistent message
- Evaluating different creative briefs
- Agreeing on the final strategic copy
- Digital marketing campaign strategies
- Traditional versus digital marketing
- Some digital marketing tools
- Facebook
- Twitter
- LinkedIn
- Google plus
- Email marketing
- Mobile marketing
- Pay per click marketing
- Preparing and managing a digital marketing campaign
- Website analytics: measuring the effectiveness of digital marketing
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- Sales management defined
- Sales management functions
- The position of personal selling in the marketing mix
- The sales competency model
- Major mistakes sales managers make
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- Sales Planning Fundamentals
- SWOT analysis
- Formulating sales strategies
- Sales forecasting techniques
- Organizing the Sales Force
- Structuring and deploying the sales force
- Territory design, allocation, and management
- The build-up and breakdown (territory design models)
- Key account management: Best practices
- Account analysis methods
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- The recruitment of a sales force
- Recruiting and staffing of a sales force
- Determining the number of sales people (models)
- Training and coaching the sales force
- Developing and conducting a sales training program
- The field training process
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- The sales coaching process
- Leadership principles and skills
- Situational leadership
- Motivation guidelines and principles
- The motivation mix
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- The critical importance of setting standards
- Types of standards
- Qualitative and quantitative measures of performance
- Sales evaluation models
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- The new selling landscape
- Evolution of personal selling
- The new sales competencies
- The new sales rep profiles
- The root causes of sales problems
- Future trends in selling
- Personal selling profile
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- It is not what you sell, it is how you sell
- Mastering the selling process (a value based approach)
- The anatomy of different emerging selling modes:
- Transactional selling
- Consultative selling
- Enterprise selling
- Solution selling
- Cross-selling and up-selling techniques
- Workshop: consolidating selling best practices
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- The importance of setting a sales plan
- The components of a sales plan
- Sales forecasting guiding principles
- The importance of qualitative and quantitative data
- Sales forecasting techniques:
- The extreme points method
- The least square method
- The moving average method
- Workshop: writing an effective sales plan
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- Negotiation versus persuasion
- The critical rules of negotiation
- Preparing the \’negotiation envelope\’ and mastering the \’rule of halves\’
- Concession management
- Negotiation tactics
- Workshop: preparing a full negotiation planning template
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- Setting sales metrics and KPIs
- Aligning the sales plan with KPIs
- Using a balanced scorecard to monitor performance
- Workshop: preparing your own balanced scorecard
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- Understanding the customer life cycle and calculating its value
- The importance of learning different buyer behaviors
- How to deal with buyer behavior styles
- A roadmap for building customer loyalty and retention
- Workshop: setting a customer loyalty plan
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- Scope and functions
- Competitive pressures changing the world
- The smart bomb strategic approach
- Definition of strategic planning
- Organizing the general planning framework
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- The benefits of planning
- Reasons to write a marketing plan
- The marketing plan format
- The marketing planning process
- Setting \’SMART\’ objectives and goals
- Linking the marketing strategy to the vision, mission and objectives of the company
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- The components of a company’s environment
- The framework for competitive analysis
- Components of internal analysis
- Components of external analysis
- Competitive and customer analysis
- Environmental analysis
- \’SWOT\’ analysis
- The five forces diagram
- Portfolio analysis and design (the Boston Consulting Group matrix)
- Workshop: marketing analysis
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- Basis for segmentation
- Benefits of segmentation
- The market segmentation process
- Criteria for B to B segmentation
- Effective positioning
- Steps in market segmentation, targeting, and positioning
- Creating a powerful value proposition
- Workshop: crafting a value proposition and positioning
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- Considering different strategic alternatives (\’TOWS\’ analysis)
- Analyzing different marketing strategies
- The growth strategy matrix
- Factors shaping the choice of strategy
- Blue ocean versus red ocean strategies
- Workshop: formulating strategies and contingencies
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- Setting the scene: the marketing mix
- The components of the marketing mix
- Using the marketing mix model
- Workshop: setting the marketing mix
Course Outline
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- Strategic thinking for advanced digital marketers
- Introduction to CRO
- From reach to conversion: Key metrics on the path to conversion
- The fundamentals of A/B testing
- A/B testing case studies
- A/B testing software / tools
- Live website critique: overview of 5 websites and how to optimize them for conversions
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- Google Analytics refresher
- How goals work in Google Analytics
- Setting up goals in Google Analytics using URL triggers
- Setting up goals in Google Analytics using code
- Linking AdWords to Google Analytics
- Setting up conversion tracking on Google AdWords
- Analyzing AdWords campaigns in Google Analytics
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- Advanced keywords optimizations
- How to make the most out of the keyword planner
- Using the opportunities tab
- Using ad extensions
- Setting up dynamic search ads
- Using advanced ad targeting criteria
- Using advanced bid optimizations
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- How to use custom audiences on Facebook and Instagram
- How to create a lookalike audience on Facebook and Instagram
- Using pixels to track conversions
- Generating advanced and custom reports on the Ad Manager
- How to setup native landing pages on Facebook and generate leads
- Advanced video marketing techniques on Facebook and Instagram
- Advertising natively on Instagram
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- Introduction to programmatic advertising
- Introduction to remarketing (Retargeting)
- Advanced features in Google Display
- Introduction to AdRoll
- How to setup an advanced retargeting campaign
- How to setup an advanced prospecting campaign
- Reading and analyzing AdRoll reports
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- Setting up and using the Google Search Console
- Key SEO tags that make or break your organic rankings
- Useful SEO diagnostic tools
- How to conduct a keyword research
- Conducting on-page SEO
- Conducting off-page SEO
- Content marketing for SEO purposes
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- General definitions
- The benefits of influencers marketing
- Techniques for successful influencers marketing
- Key influencers marketing campaigns that worked
- Introduction to affiliate marketing
- The benefits of affiliate marketing
- The dos and don’ts of affiliate marketing
- Key affiliate marketing campaigns that worked
Course Outline
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- The evolution of personal selling
- The new sales competencies
- Behaviors, characteristics and skills of a successful salesperson
- Personal selling profile (self-assessment instrument)
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- Targets from a sales perspective
- Personal management
- Time management for sales people
- Understanding the psychology of selling
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- Prospecting and Qualification:
- The vital importance of prospecting
- Setting your ideal customer profile
- Understanding the sales funnel
- Pre-approach:
- How to conduct effective competitive analysis
- Neutralize or offsetting perceived competitor\’s advantages
- Working your company\’s strengths against competitors\’ weaknesses
- Presenting your Unique Selling Proposition (USP)
- Finding and sharing the Customer Value Proposition (CVP)
- Approach:
- Creating a positive first impression
- The art of breaking the ice
- Researching and simulating sales solutions
- Presentation:
- The presentation mix
- The fundamentals of powerful sales presentations
- Handling objections:
- Reasons of customer objections
- Dealing with sales objections
- Closing:
- Reading the buying signals
- Types of closing techniques
- Follow up and retention:
- Handling customer complaints
- Essentials of relationship management
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- The power of behavior
- Principles of effective behavior
- How to behave professionally with the customer
- Verbal and non-verbal components of communication styles
