state of the business owner accelerators webinar, july 12
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State of the Business Owner 2012Marketing & Technology Accelerators
Accelerators WebinarJuly 12, 2012
333 SW Fifth Avenue, Suite 350 | Portland, OR 97204 | 800-620-0307 | www.synotac.com © Synotac Design, LLC 2012
Presented by:Cameron Madill, President and Founder, Synotac
Jed Bickford, Director of Marketing, EMyth
Presenters
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Cameron Madill Jed Bickford
President & Founder, Synotac
Director of Marketing,EMyth
Webinar Questions & Comments
Twitter Hashtag: #sobo2012
GoToWebinar chat
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Background
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KEY #2 - ACCELERATORS
State of the Business OwnerGoal: Learn about the success factors helping small and midsize businesses succeed in 2012
Research gathered from a study of 802 business owners in early 2012see the full research report at stateoftheowner.com
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KEY #2 - ACCELERATORS
The Planner and The Pessimist
Businesses owned by Planners...Grew faster in 2011Had higher annual revenuesWere more profitableWere more optimistic about 2012
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KEY #2 - ACCELERATORS
The Three Keys to the Growth Engine
Fundamentals Accelerators People
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Accelerators:Marketing & Technology
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KEY #2 - ACCELERATORS
"Half the money I spend on marketing is wasted; the trouble is I don't know which half."
- John Wanamaker
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KEY #2 - ACCELERATORS
4 out of every 5 dollars spent on marketing by small and midsize companies are wasted
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KEY #2 - ACCELERATORS
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KEY #2 - ACCELERATORS
"Because the purpose of business is to create a customer, it has only two basic functions: marketing and innovation....marketing is the distinguishing, unique function of the business."
- Peter Drucker
A Tale of Two Entrepreneurs
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KEY #2 - ACCELERATORS
Greg Crabtree
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Business Owner #2
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A Tale of Two Entrepreneurs
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KEY #2 - ACCELERATORS
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Marketing & Technology Research
What do you do?
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KEY #2 - ACCELERATORS
Critical Marketing Questions1. WHO does your marketing implementation?
2. HOW MUCH do you budget for marketing?
3. HOW do you decide what to do and monitor results?
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KEY #2 - ACCELERATORS
Primary Marketing Resource
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Marketing BudgetsThe size of the marketing budget did not have a substantial impact on growth rates.
The average budget was 5.9%, and we found a range of budget sizes at all growth rates.
Takeaway: Spend what is right for your business to reach your objectives.
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KEY #2 - ACCELERATORS
Marketing Planning & MonitoringDo you have a marketing plan that you revisit at least quarterly to evaluate results?
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Marketing and Planners
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KEY #2 - ACCELERATORS
Only 35% of respondents had a marketing plan they evaluated at least quarterly.
Last Website Redesign
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Percentage of leads from digital
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KEY #2 - ACCELERATORS
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How to Use Technology to Accelerate Your Growth
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It can measure business results, leading to insights and opportunities
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It can measure business results, leading to insights and opportunitiesIF you know why those numbers matter and how to change them
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KEY #2 - ACCELERATORS
It can give you access to prospects you could not afford to reach
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KEY #2 - ACCELERATORS
It can give you access to prospects you could not afford to reach
IF you understand who your prospects are and what problem
you solve for them
Great Companies and Innovation
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KEY #2 - ACCELERATORS
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Monitor Your Results Effectively
Measurement and SuccessBusinesses that monitor their lead generation and website analytics outperformed those that did not:
- They grew 20% faster in 2011- They are twice as optimistic about 2012- They generated 30% more revenue overall
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KEY #2 - ACCELERATORS
Why Does Measurement Fail?
1. Don’t setup meaningful goals because you don't know benchmarks (what’s realistic and possible)
2. Don’t know how to improve what you are measuring (access to resources)
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KEY #2 - ACCELERATORS
"Insanity: doing the same thing over and over again and expecting different results"
Albert Einstein
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Educate Your Customers
Reaching customers before they decide to buy
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KEY #2 - ACCELERATORS
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KEY #2 - ACCELERATORS
What do those 97% want to hear about?
Product data vs. market dataAs soon as you start talking about product data, 97% of the audience stops listening and you lose permission to keep marketing to them.
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KEY #2 - ACCELERATORS
Examples3 reasons you need to buy a super computer VS.How top research labs increase productivity without buying anything
5 ways a logistics company can improve your supply chain VS.Free online tool to calculate the easiest way to route products to Asia
4 ways that a translation company saves you money VS.Use our free reading level calculator to reduce translation costs and increase accuracy
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KEY #2 - ACCELERATORS
Educational Marketing
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KEY #2 - ACCELERATORS
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KEY #2 - ACCELERATORS
Focusing on your customers' needs before they are ready to buy allows
you to build a relationship before they start price shopping
Stephens Margolin
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KEY #2 - ACCELERATORS
Stephens Margolin
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KEY #2 - ACCELERATORS
Stephens Margolin
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KEY #2 - ACCELERATORS
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The Digital Marketing Ecosystem
The Digital Marketing Ecosystem
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KEY #2 - ACCELERATORS
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KEY #2 - ACCELERATORS
4 out of every 5 dollars spent on marketing by small and midsize companies are wasted
Marketing and Planners
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KEY #2 - ACCELERATORS
Only 35% of respondents had a marketing plan they evaluated at least quarterly.
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KEY #2 - ACCELERATORS
POLL
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KEY #2 - ACCELERATORS
Accelerators Resources
Free Resources: synotac.com/resources
Trainings: synotac.com/trainings
Assessments & Services: synotac.com/services
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