2. Presenters
Cameron Madill Jed Bickford
President & Founder, Director of Marketing,
Synotac EMyth
For Guides & Additional Resources
www.stateoftheowner.com
5. State of the Business Owner
Goal: Learn about the success factors helping
small and midsize businesses succeed in 2012
Research gathered from a study of 802 business owners in early 2012
see the full research report at stateoftheowner.com
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
6. The Planner and The Pessimist
Businesses owned by Planners...
Grew faster in 2011
Had higher annual revenues
Were more profitable
Were more optimistic about 2012
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
7. The Three Keys to the Growth Engine
Fundamentals Accelerators People
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
9. "Half the money I spend on marketing is
wasted; the trouble is I don't know which half."
- John Wanamaker
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
10. 4 out of every 5 dollars spent on marketing by
small and midsize companies are wasted
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
12. "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
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
13. A Tale of Two Entrepreneurs
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
18. What do you do?
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
19. Critical Marketing Questions
1. WHO does your marketing implementation?
2. HOW MUCH do you budget for marketing?
3. HOW do you decide what to do and monitor
results?
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
21. Marketing Budgets
The 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.
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
22. Marketing Planning & Monitoring
Do you have a marketing plan that you revisit at
least quarterly to evaluate results?
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
23. Marketing and Planners
Only 35% of respondents had a marketing plan they evaluated at least
quarterly.
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
24. Last Website Redesign
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
25. Percentage of leads from digital
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
26. How to Use Technology to
Accelerate Your Growth
For Guides & Additional Resources
www.stateoftheowner.com
27. It can measure business results,
leading to insights and opportunities
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
28. It can measure business results,
leading to insights and opportunities
IF you know why those numbers
matter and how to change them
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
29. It can give you access to prospects
you could not afford to reach
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
30. 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
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
31. Great Companies and Innovation
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
32. Monitor Your Results
Effectively
For Guides & Additional Resources
www.stateoftheowner.com
33. Measurement and Success
Businesses 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
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
34. 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)
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
35. "Insanity: doing the same thing over and over
again and expecting different results"
Albert Einstein
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
37. Reaching customers before they
decide to buy
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
38. What do those 97%
want to hear about?
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
39. Product data vs. market data
As soon as you start talking about product data,
97% of the audience stops listening and you
lose permission to keep marketing to them.
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
40. Examples
3 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
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
42. Focusing on your customers' needs
before they are ready to buy allows
you to build a relationship before they
start price shopping
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
46. The Digital Marketing
Ecosystem
For Guides & Additional Resources
www.stateoftheowner.com
47. The Digital Marketing Ecosystem
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
48. 4 out of every 5 dollars spent on marketing by
small and midsize companies are wasted
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
49. Marketing and Planners
Only 35% of respondents had a marketing plan they evaluated at least
quarterly.
KEY #2 - ACCELERATORS
For Guides & Additional Resources
www.stateoftheowner.com
