crafting a marketing strategy for today by third sector today

We’re �what’s new�

in nonprofit…. Tips,   Best   Prac.ces   and   Insights   from   nonprofit   sector   leaders   to  help   others   in   the   sector   become   even   more   awesome.      

But THIS is what’s new �

about your �buyers…

Simply put: �Old strategies…

CAN’T work in today’s world

Selling Strategies of Yesterday�

•  Cronyism: Network of buddies •  Commodity: Price focused

•  Content: Features and Benefits •  Consultative: Client Needs-

based    

•  New criteria for evaluating prospects

•  Engage change agents as stakeholders vs. informants

•  ROR vs. ROI: Return on Relationships not

Investments

•  Relationships not transactions

•  H2H: Human to Human

Selling Strategies of Today

Marketing Strategies of Yesterday

What happened to them?

•  Craigslist has replaced a lot of traditional classified ad publishing

•  Print Ad Sales have been declining annually*

•  Way fewer people smoke these days

*Associa.on  of  Business  Media  2013    

Marketing Strategies of Today

Content Marketing

•  “The  crea.on  of  valuable  and  relevant  content  yourself  (instead  of  using  tradi.onal  means).”-­‐David  Meerman  ScoM  

•  “(It)  is  all  the  marke.ng  that’s  leP.”-­‐  Seth  Godin   Exerpt  from  teleseminar  on  Godin’s  Meatball  Sundae  Book  

Tour,  2008  ;  published  on  contentmarke.ngins.tute.com    

Processes of Yesterday Linear and Predictable

Buyers  are  60%  through  tradi.onal  purchasing  process  before  they  engage  with  a  rep*    Buyers  are  “armed  to  the  teeth”  with  knowledge  of  their  problem  and  a  well-­‐constructed  RFP    Reps  are  oPen  relegated  to  “price-­‐driven  bake-­‐offs”       *Corporate  Execu.ve  Board  Study  of  1,400  B2B  

Customers    Harvard  Business  Review:  The  End  of  Solu.on  Sales,  Adamson,  Dixon,  Toman    

Processes of Today

With 60% of the buying process

happening before you even know it’s

begun….

Your company and sales people have less likelihood for success if they’re not prepared.

Take-aways  •  Sales  cycle  is  no  longer  linear,  no  longer  a  funnel  but  a  con.nuous  cycle  of  engagement  

•  Prospects  are  60%  through  decision  process  before  they  are  a  blip  on  your  radar  

•  Well  over  half  of  the  tradi.onal  sales  process  has  DISAPPEARED  due  to  access  to  informa.on  online  

How can we expect an 80’s approach to work…

…in today’s world?

•  Creating a brand •  Creating trust •  Positioning your brand as expert •  Cultivating a relationship •  Acting as a Partner vs. a Vendor •  Collaboration

What IS going to work?

Yesterday: Shotgun Approach

•  Broad Marketing to Many •  Features and Benefits Focus •  Pricing Focus

These all treated the prospective buyers as a a target

Today: Human to Human

Communicate  in  a  human  manner  to  your  human  customers!    Implement  Maslow’s  hierarchy  of  needs    —and    communicate  your  story  in  a  way  that    is  about  the  human  customer,  not  the  “target”  

How?  

•  Blogging •  Social media •  Content

•  Engagement •  Experience •  Collaboration

We’d  love  to  help  find  the  right    approach  for  you  

To  learn  more,  please  contact:    Amy  DeVita  amy@thirdsectortoday.com  973.809.0445    

www.thirdsectortoday.com