ENTERPRISE MARKETING SOLUTIONS Enterprise Marketing Solutions Enterprise Resource

ENTERPRISE MARKETING SOLUTIONS

Enterprise Marketing Solutions Enterprise Resource Planning Enterprise Marketing Platform Internal facing applications Customer facing applications Dominated by legacy client/server model Dominated by Cloud Saa. S model ERP EMP

Enterprise Marketing Solutions Implementation MARKETING/SALES APPLICATIONS ARCHITECTURE TOTAL PROJECT COST % IT % BUSINESS PROCESS Client/Server 1. 0 40% 60% Cloud/Mobile Saa. S . 7 20% 80% Enterprise Marketing is a Business Process Problem!

Enterprise Marketing Solutions What is the COBRA 3 D Enterprise Marketing Process? • Defining market demand partitioning the market into actionable segments • Utilizing product management analytical methods to precisely position product lines • Utilizing channel management analytical methods to optimize total market coverage/net profit • Defining an effective marketing strategy and precise branding investments • Defining and executing a coordinated marketing (conventional, web/mobile, PR) communications plan • Creating an enterprise marketing platform to coordinate, measure and adapt marketing investments

Enterprise Marketing Solutions Three Dimensions of the Enterprise Marketing Process • To effectively execute a winning business strategy, marketing management must be planned and executed in three dimensions: Analytical processes Branding processes Technology execution

Enterprise Marketing Solutions Analytical Processes • Market research — Quantifying markets and segments • Product management — Optimizing product offerings • Channel management — Maximizing market coverage ANALYTICS The discovery and communication of meaningful patterns in data

Enterprise Marketing Solutions Branding Processes • Marketing strategy: Converting analytics into clear, concise messages and creating a framework for marketing investments to targeted segments, in order to gain the desired competitive advantage • Creative development: Converting the marketing strategy into unique, intuitive images that personify the essence of the strategy • Marketing communications: Developing a blended mix of conventional, web/mobile, and social networking communications to effectively execute the marketing strategy Creating a relationship with BRANDING customers by giving life to a product and/or service

Enterprise Marketing Solutions Technology Execution • Technology is as critical to marketing success today as the analytical and branding processes • Advanced marketing software applications have developed at an incredible rate over the past years • However, to be effective, proactive, and adaptive, these marketing technology investments must be approached as an integrated set of capabilities TECHNOLOGY An Enterprise Marketing Platform

Enterprise Marketing Solutions Enterprise Marketing Platform Defined An integrated, coordinated, customer facing technology platform that manages all external views and interactions with the business (similar to an ERP internal system) including: 1. Web content management — Product/company information 2. E-commerce functions 3. Customer relationship management (CRM) functions 4. Marketing automation system (MAS) functions 5. Learning management system (LMS) functions 6. Social networking tools 7. Business intelligence tools

Enterprise Marketing Solutions Enterprise Marketing Platform Components Select the specific set of functions required for marketing plan execution CRM Functions Marketing Automation Functions Social Networking Functions E-Commerce Functions Content Management Learning Management Functions ENTERPRISE MARKETING PLATFORM Data Analytics Functions

Enterprise Marketing Solutions Enterprise Marketing Platform Example Architecture TRAINING TECHNOLOGY TALENT

Enterprise Marketing Solutions BUSINESS INTELLIGENCE E L P M A S www. Project. Execution. com TRAINING TOOLS TECHNOLOGY PLATFORM STAFFING SOLUTIONS training. projectexecution. com technology. projectexecution. com talent. projectexecution. com COBRA 3 D® based learning management system and products Projex. Press® based open source, configurable project management platform and products Project Execution Network purpose-built social network and staffing platform E-COMMERCE TRANSACTIONS CRM

Enterprise Marketing Solutions Enterprise Marketing Platform Components • A cloud-based, highly-scalable, mobile-friendly platform • Integrated data/e-commerce technologies • • • Content management Online training (learning management system) Physical product sales (inventory control/shipping/tax collection) Virtual product sales (memberships/subscriptions/seminar bookings/downloadable products) Professional services engagements (locate/negotiate/book/bill) Client/member social networking Payment processing Integrated CRM Integrated business intelligence

Enterprise Marketing Solutions Marketing Strategy Execution • Conventional marketing techniques • Publicity/public relations techniques • Web/mobile marketing techniques: • • • Basic EMP design SEO Content marketing Email marketing Inbound marketing Social network marketing Online PR Web/marketing analytics Ad retargeting Real time marketing Online learning programs Apply marketing best practices to enterprise marketing platform

Enterprise Marketing Solutions Deliverables/Metrics - Examples Generate leads - # Develop and characterize leads – A, B, C Supply sales team with pipeline of qualified leads – A Support sales team activities/processes – A/Close/Win Build enterprise relevant communities – # members Support order fulfillment process – % satisfied Support customer satisfaction process – % repeat Sales impact metrics must be used as the basis for marketing performance

Enterprise Marketing Solutions Enterprise Marketing Skill Sets • Strategic planning • • • Strategy development Marketing/sales plan development Financial planning/analysis • Market research • Product/brand management • Sales/marketing channel management • Marketing communications • • • Traditional media Digital media/social media/search optimization Publicity/public relations Direct marketing Concept development Event planning • Creative services • • • Writing Graphic design Photography/illustration Audio/video production Content management Copy editing • Technology implementation • • Website development Database development Programming/API integration Hosting/cloud server configuration E-commerce systems/payment gateways Learning management systems Customer relationship management systems Business intelligence tools

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