Big Ideas Track - ICON14

1. The Ultimate Event for Small Business Success.
The 5 Keys of Marketing Strategy
To Make All Your Marketing Work Better
Greg Head
Chief Marketing Officer, Infusionsoft
@GregHeadAZ

2. The Ultimate Event for Small Business Success.
Confusion

3. The Ultimate Event for Small Business Success.
Strategy Tactics
Word of Mouth
Email Marketing
Website
Product Experience
SEO
Social Media
Public Relations
Collateral
Videos
Advertising
Events & Shows
Offers
Sales Channels
Partner Channels
Referrals
Direct Mail
Giveaways
Brand Image
Co-promotion
Lead Generation
Telemarketing
Sales Tools
Presentations
Customer Marketing
Target Market
Customer Problem
Products or Services
Unique Benefits
Differentiation
Business Model
Brand Feel
The Marketing Game

4. The Ultimate Event for Small Business Success.
Strategy
is simply the decisions
you make so your
tactics work better

5. The Ultimate Event for Small Business Success.

6. The Ultimate Event for Small Business Success.
Positioning

7. The Ultimate Event for Small Business Success.
Positioning is everywhere

8. The Ultimate Event for Small Business Success.
The 5 Keys of
Marketing Strategy
Exist in Your
Positioning Statement

9. The Ultimate Event for Small Business Success.
The 5 Keys = Your Positioning
Statement
For target customers, company
is the leading category that
provides unique benefit.
Unlike competitors, company
does unique differentiator.

10. The Ultimate Event for Small Business Success.
The 5 Keys = Positioning
Target Customer
Category
Unique Benefit
Competition
Unique Differentiator

11. The Ultimate Event for Small Business Success.
Infusionsoft Positioning

12. The Ultimate Event for Small Business Success.
Infusionsoft Positioning
Infusionsoft is the leading
sales and marketing software
for true small businesses, designed to
help them get organized, grow sales
and save time.
Unlike other small business software providers,
Infusionsoft is solely focused on
small business success and provides
one easy-to-use system for sales and marketing.

13. The Ultimate Event for Small Business Success.
Our Positioning In Action

14. The Ultimate Event for Small Business Success.
Your Positioning Statement
For target customers, company
is the leading category that
provides unique benefit.
Unlike competitors, company
does unique differentiator.

15. The Ultimate Event for Small Business Success.
Who is your target?

16. The Ultimate Event for Small Business Success.
The Target Market Trap

17. The Ultimate Event for Small Business Success.
Focus

18. The Ultimate Event for Small Business Success.
What is your category?

19. The Ultimate Event for Small Business Success.
What is your unique
benefit?
Chipotle

20. The Ultimate Event for Small Business Success.
What is your competition?

21. The Ultimate Event for Small Business Success.
Why are you different and
better
for your target market?

22. The Ultimate Event for Small Business Success.
The 5 Keys = Your Positioning
Statement
Target Customer
Category
Unique Benefit
Competition
Unique Differentiator

23. The Ultimate Event for Small Business Success.
Do these things
to get big results

24. The Ultimate Event for Small Business Success.
Be one thing

25. The Ultimate Event for Small Business Success.
Be the leader

26. The Ultimate Event for Small Business Success.
Write it out.
Debate it openly.
Decide it clearly.
Speak it into existence.
Live up to it.
Repeat it forever.

27. The Ultimate Event for Small Business Success.
Positioning Books
• Al Ries & Jack Trout
–Positioning
–22 Immutable Laws of Marketing
–Focus
• Seth Godin
–Purple Cow

28. The Ultimate Event for Small Business Success.
What’s your focus?