Marketing Assets Management.

Solving the Value Equation for Growing Businesses.

Companies that develop and invest in their marketing assets increase their effectiveness of programs and personal, insure higher probabilities of success and create value long-term shareholder value.

 

The Benefits of Marketing Assets:

1. Improve marketing spend ROI by decreasing sales costs
2. Increase the probability of success and the effectiveness of sales personnel.
3. Reduce long-term lead generation costs
4. Improve conversion rates
5. Supports and enables segmentation, personalization, vertical targeting
6. Reduces sales cycle time
7. Enables partnerships, referrals, opportunity areas for new expansion (product or geographic) 
8. Changes marketing from a cost function to a profit driver (i.e. marketing becomes balance sheet assets that are attractive to strategic buyers and financial investors and increase valuations

The business case for creating marketing assets is simple; never put a sales agent in a low probability situation.

 

Getting Started: How-To Create Marketing Assets

Creating marketing assets starts like any business improvement project, by taking an inventory of the current assets and creating a gap or SWOT analysis.

#1. First, take an inventory of your current marketing assets. A marketing asset is anything which can be used over and over without using it up. In fact, it's something that gets better the more you invest and develop the asset. Marketing assets are things that you invest in once, that will then keep attracting clients over the long term. Marketing Assets include:

• Signed Partnership Agreements
• Starter Offers, Trial Offers, Assessments, Online Tools & Calculators
• Testimonials from Raving Fans
• Marketing research studies, findings, reports
• Opt-in email databases
• Win-Loss research studies
• Market Intelligence Research
• Competitive Intelligence Research
• House List (Mail and Email Database of contacts and prospects)
• Lead Generation Online Web P portals (landing pages with stunning CTA)
• Case studies
• Content: Videos, Articles, Reports, Presentations, etc
• Relationships with media, analysts, thought leaders, bloggers, writers, etc.
• Marketing automation processes and workflows.
• Salesforce automation processes and workflows.

 

#2. To create assets, think like an owner in terms of creating long-term valuations in order to create long-term assets.  

What is the single asset your business needs most today?

• If you have Raving Fans then create video and blog posts with testimonials or case studies. Next, publish, promote and repeat.

 

• If you need Raving Fans then focus on creating:
  • Relationships with highly influential people that work with the targets you want to work with (i.e. people who, once you earn their trust, can introduce you to clients again and again) What steps should you take today to get to know them better?
    
  • Build a following of dedicated fans. Use email marketing and a blog of followers here and distribute really high quality content that promotes your industry and domain expertise.
  • Create evergreen research content that positions you as an industry and domain expert .  What could you spend a few hours creating this weekend, that could highlight your expertise?

 

 

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