sales meets marketing - accesales meets marketing britt delo, director of membership caroline...
TRANSCRIPT
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SALES MEETSMARKETING
Britt Delo, Director of MembershipCaroline Monahan, Director of Marketing & Communications
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WEST COAST CHAMBER
• LOCATION: HOLLAND, MICHIGAN
• MEMBERS: 1,200
• STAFF MEMBERS: 8
• MEMBERSHIP/SALES STAFF: 2
• MARKETING STAFF: 2
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FLIGHT PLAN
• WHERE WE STARTED
• CORE VALUES & VALUE PROPOSITION
• PROCESS & STRATEGY
• DIGITAL TRANSFORMATION
• NEW MEMBER JOURNEY
• SALES MEETS MARKETING CTA
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WHERE WE STARTEDa story of silos RUSTY
SALES
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WHERE WE STARTED
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TODAYa story of a team
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CORE VALUESare defined and embedded throughout your organization
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VALUE PROPOSITION is defined and informs your messaging
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ACTIVITY
CHECKUPSALES MEETS MARKETING CHECKLIST
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PROCESS & STRATEGY – SALESnew member journey is definedand followed by all
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PROCESS & STRATEGY – SALESsales process is defined and followed by all
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PROCESS & STRATEGY – SALEStarget market
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PROCESS & STRATEGY – SALEScategorize prospects
A B C• Physical presence in
target market• Potential for
employment growth• In business 2+ years• Sponsorship
potential• Dues above
minimum
• Sales reps based in target market
• Less than 2 years in business
• Located outside of target market
• Unlikely employment growth
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PROCESS & STRATEGY - MARKETINGtarget marketpersonas “Carrie the Casual”
• Female, around 30• Likes working out, technology• Favorite TV shows: Game of Thrones, The X-Files• Introverted• Works at a small company, sometimes in a niche industry• Interested, but not convinced• Wants to learn or attend events/programs that are relevant to
their industry• Focused on specific events and programs that will fit her
niche industry or business
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PROCESS & STRATEGTYtarget market summary
determined by characteristics of individual people within the businesses/community
SALES + MARKETINGdetermined by the characteristics of the businessas a whole
up next…the digital transformation
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DIGITAL TRANSFORMATION website is customized to deliver a positive user experience with CTAswhat’s working? what’s not?website audit process
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DIGITAL TRANSFORMATIONcard sorting exercise
• cards for each menu dropdown• name each column• what doesn’t need to be there?• inexpensive & fun
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DIGITAL TRANSFORMATIONsocial strategy
• know your members’ social platforms• broaden reach• collect data on your audience
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DIGITAL TRANSFORMATIONevent advertising on social
• free• broaden reach• reshare events• send people to your website• collect data on your audience
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DIGITAL TRANSFORMATIONinstagram
• new member welcomes consistent• use multiple platforms• create & follow content calendar• free
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DIGITAL TRANSFORMATIONfacebook
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DIGITAL TRANSFORMATIONlinkedin
• new member welcoming• prospecting• thought leadership• staff members demonstrate credibility• create & follow content calendar• free
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DIGITAL TRANSFORMATIONadvertising on social
• broaden reach• create custom audiences• collect data on your audience• paid
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DIGITAL TRANSFORMATION
MARKETING PLATFORMS ARE INTEGRATED:
EVERYTHING DRIVES TRAFFIC TO YOUR WEBSITE
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DIGITAL TRANSFPORMATION
HOW WILL WE KEEP THEM SO ENGAGED THAT THEY CAN’T
WAIT TO RENEW?
up next…the new member journey
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NEW MEMBER JOURNEYcustomized
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NEW MEMBER JOURNEYcustomized
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NEW MEMBER JOURNEYautomated
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NEW MEMBERJOURNEY
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NEW MEMBER JOURNEYdata
• troubleshooting• retargeting• scorecard
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TODAYa story of a team
Caroline Monahan Britt Delo
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ACTIVITY
CHECKUPSALES MEETS MARKETING CHECKLIST
WHAT’S YOUR CALL TO ACTION?
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CONNECT WITH THE CHAMBER
@WestCoastChamber
@miwestcoastchamber
www.westcoastchamber.org
Michigan West Coast Chamber of Commerce
[email protected]@westcoastchamber.org