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Marketing Through the Recession

Argyle CMO Leadership ForumSan Francisco, June 2, 2009

Grant JohnsonVice President of Marketing Guidance Software, Inc. (GUID)

P A G E 2

Is “Marketing Strategy” an Oxymoron in a Recession?

Balancing Acquisition, Conversion, Retention and Upsell Efforts

Rethinking the Marketing Mix in a Challenging Economy

Customer Segmentation

The Evolution of the Marketing Role in a Recession

Agenda

P A G E 3

Is “Marketing Strategy” an Oxymoron in a Recession?

Rethinking Strategy in a Down Economy

Balancing the “Sales Now” Imperative with Future Growth

Stay the Course vs. Refine or Abandon

Sales & Marketing Integration

Strategic Imperatives

What’s Out What’s In

Creating Buzz

Generating Results

Spray and Pray

Integrated, Measurable Campaigns

New=

good

Credibility=

everything

Analyst endorsement

Customer endorsement

P A G E 4

Segmenting the Install Base and Technology Lifecycle Adoption Stage

Bowling Alley: Acquisition and Upsell

Main Street: Retention and Plus One, Product

Conversion

Multi-touch (mapping the sales cycle via marketing touches)

Website

Webinars

Sales & Marketing Mindmeld: Integrated multi-touch campaign

The changing customer mindset

Cost Avoidance vs. Cost Savings

Shift to SAAS/Subscription vs. License SW

Balancing Acquisition, Conversion, Retention and Upsell Efforts

P A G E 5

Shift to online vs. traditional media and event marketing focus

Shift also to frequency and depth of contact Customers: Advisory boards, User groups, Community

Influencers: AR, PR, Industry

Social media: YouTube, Twitter, Blogs, etc. an increasing focus

Cross functional: training, services divisions

Frequency of ROI owns the Marketing Mix on direct investments

Sales and Marketing Linkage

Rethinking the Marketing Mix in a Challenging Economy

P A G E 6

Establishing, Prioritizing Segments

Bowling Alley strategy

Identifying more profitable segments

Cloning the best customers

Getting to critical mass in select verticals

Balancing acquisition, conversion and retention efforts

Value based investments

Segmentation influence on product development

Customer Segmentation

P A G E 7

Moving Closer To The Head Of The Table

Taking A More Active Role In Strategy

Forecasting Accuracy And Accountability

Sales And Marketing Integration Imperative

Marketing And Finance As Partners Vs. Adversaries

Gaining Credibility By Delivery Predictability

The Evolution of the Marketing Rolein a Recession

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Marketing Through the Recession

Grant JohnsonVice President of Marketing Guidance Software, Inc. (GUID)