Small Budget. Big Marketing. Izenda User Conference - Jan 2017

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When you're a small company with small marketing budgets, how do you make a big impact? In this presentation, I offer 9 tips on how to do a lot with a little.

Marketing

WHERE I’VE WORKED
@jeffperkins8 #IZENDACONF2017

LIFE CAN BE PRETTY GOOD AT BIG
COMPANIES
AutoTrader 2012 Annual Meeting
@jeffperkins8 #IZENDACONF2017

“I REALLY WANT TO BE A BIG
COMPANY GUY MY ENTIRE
CAREER.”
-SAID NO ONE EVER
@jeffperkins8 #IZENDACONF2017

“I WANT TO DO SOMETHING
MORE ENTREPRENEURIAL.”
-SAID EVERYONE EVER
@jeffperkins8 #IZENDACONF2017

I WENT FROM THIS...
@jeffperkins8 #IZENDACONF2017

9 WAYS TO MAKE A BIG
IMPACT WITH A SMALL
BUDGET
@jeffperkins8 #IZENDACONF2017

1. BUILD A STACK
@jeffperkins8 #IZENDACONF2017

THERE’S NOTHING AUTOMATED
ABOUT MARKETING
@jeffperkins8 #IZENDACONF2017

YOU DON’T NEED A
TECH STACK.
YOU NEED A
PEOPLE STACK.
@jeffperkins8 #IZENDACONF2017

“I noticed that the dynamic range
between what an average
person could accomplish and
what the best person could
accomplish was 50 or 100 to 1...
A small team of A+ players can
run circles around a giant team
of B and C players.”
–Jay Elliott, Leading Apple with Steve Jobs
@jeffperkins8 #IZENDACONF2017

THE PEOPLE STACK INCLUDES
YOUR AGENCY NETWORK
@jeffperkins8 #IZENDACONF2017

BEWARE THE AGENCY RETAINER!
@jeffperkins8 #IZENDACONF2017

WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING
YOU CAN’T DO.
@jeffperkins8 #IZENDACONF2017

2. POUR A STRONG
FOUNDATION
@jeffperkins8 #IZENDACONF2017

BUYERS ARE 70% OF THE WAY
THROUGH THE PURCHASE
PROCESS BEFORE ENGAGING A
SALES REP
@jeffperkins8 #IZENDACONF2017

IF YOU ARE WEAK ONLINE, YOU WILL BE
WEAK OFFLINE
@jeffperkins8 #IZENDACONF2017

3. THE IMPORTANCE OF
FOCUS
@jeffperkins8 #IZENDACONF2017

YOU CAN DO ANYTHING,
BUT YOU CAN’T DO
EVERYTHING.
@jeffperkins8 #IZENDACONF2017

WE ARE LOSING DEALS BECAUSE OF
_____________.
FOCUS 100% ON FIXING THE “BLANK”
WE ARE NOT GROWING REVENUE
FASTER BECAUSE OF ___________.
@jeffperkins8 #IZENDACONF2017

4. MAXIMIZE LIMITED
RESOURCES
@jeffperkins8 #IZENDACONF2017

SMALL COMPANIES CAN’T
AFFORD TO SPRAY AND PRAY
@jeffperkins8 #IZENDACONF2017

FIND THE WATERING HOLES
@jeffperkins8 #IZENDACONF2017

DON’T PAY FOR THINGS YOU CAN
DO FOR FREE
@jeffperkins8 #IZENDACONF2017

5. BE A DATA NERD
@jeffperkins8 #IZENDACONF2017

TRACK & MEASURE EVERYTHING
@jeffperkins8 #IZENDACONF2017

DRIVE HIGHER CONVERSIONS
@jeffperkins8 #IZENDACONF2017

6. GET YOUR NAME OUT
THERE
@jeffperkins8 #IZENDACONF2017

APPLY FOR EVERY AWARD YOU
CAN
@jeffperkins8 #IZENDACONF2017

MEET THE PRESS
@jeffperkins8 #IZENDACONF2017

7. THINK BIG
@jeffperkins8 #IZENDACONF2017

QUALITY JAM
• 200+ attendees
• 77% rated the event
“very good” or
“excellent”
• 90% plan to attend next
year
@jeffperkins8 #IZENDACONF2017

CONTENT
LIVES ON
AFTER THE
EVENT
@jeffperkins8 #IZENDACONF2017

YOU ARE THE CHIEF
KOOL-AID DRINKER
@jeffperkins8 #IZENDACONF2017

SHOW TWITTER BATTLE
@jeffperkins8 #IZENDACONF2017

9. WHAT WOULD
SPRINGSTEEN DO?
@jeffperkins8 #IZENDACONF2017

“GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS
HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE,
AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE
SPRINGSTEEN
@jeffperkins8 #IZENDACONF2017

TOP GROSSING CONCERTS OF
2016
@jeffperkins8 #IZENDACONF2017

@jeffperkins8 #IZENDACONF17
THANK YOU!
Jeff Perkins
CMO
QASymphony
jeffperkins@qasymphony.com
@jeffperkins8
https://www.linkedin.com/in/jeffperkins1
singlemindedproposition.com
@jeffperkins8 #IZENDACONF2017

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