What fraction of marketing should be web, borad event, relationship, and telemarketing

I work for an enterprise software company trying to analyze our
marketing model.

Does anyone have any data on what the right split should be of
resources towards 4 go to market models:


Web Marketing (keywords, banner ads, downloadable collateral)
Broad Event (trade shows, user groups)
Relationship Marketing (dinners, parties for executives)
Phone Telemarketing (cold calls from purchased lists)

Trying to get a sense for how to invest sales money into the 4 channels
- any benchmarks or reports out there on this stuff? This is
particularly important as Web Marketing emerges as a new and highly
qualified category of lead generation.

<analystresearch2002@yahoo.com> wrote in message
news:cvpia10qae@enews1.newsguy.com...
>
> I work for an enterprise software company trying to analyze our
> marketing model.
>
> Does anyone have any data on what the right split should be of
> resources towards 4 go to market models:
>
>
> Web Marketing (keywords, banner ads, downloadable collateral)
> Broad Event (trade shows, user groups)
> Relationship Marketing (dinners, parties for executives)
> Phone Telemarketing (cold calls from purchased lists)
>
> Trying to get a sense for how to invest sales money into the 4 channels
> - any benchmarks or reports out there on this stuff? This is
> particularly important as Web Marketing emerges as a new and highly
> qualified category of lead generation.
>
It sounds like you are already an established company. Use the data from
current operations to forecast benefits from revenues spent on sales
promotion, advertising, marketing, etc. If not, then you are remiss in the
first principles of marketing: Measure it!

If it takes ten phone calls to get one prospect, and ten prospects to get
one sale, you know the cost benefit from that activity. The same must apply
to all forms of marketing, sales, closing, administration of the new client,
follow up etc.

In my experience you will usually end up paying a dollar for every three
dollars of revenue when things are going right. So you might visualize your
revenue pie more or less equally divided into 1/3 product development, 1/3
sales/marketing, 1/3 (G&A + profit).

If you are breaking into a new market you might see one dollar in revenue
costing you two dollars to make happen. That is called buying into the
market. For this to happen you must have some very credible experiments that
prove the worth of that future market you intend to conquer.

Wayne
See the chapter on sales and marketing at:
http://home.att.net/~impresario/Index.htm

<analystresearch2002@yahoo.com> wrote in message
news:cvpia10qae@enews1.newsguy.com...
>
> I work for an enterprise software company trying to analyze our
> marketing model.
>
> Does anyone have any data on what the right split should be of
> resources towards 4 go to market models:
>
>
> Web Marketing (keywords, banner ads, downloadable collateral)
> Broad Event (trade shows, user groups)
> Relationship Marketing (dinners, parties for executives)
> Phone Telemarketing (cold calls from purchased lists)
>
> Trying to get a sense for how to invest sales money into the 4 channels
> - any benchmarks or reports out there on this stuff? This is
> particularly important as Web Marketing emerges as a new and highly
> qualified category of lead generation.

There is no "rule" for this. It all depends on what the target market is for
your products. It also depends on how good your "sales pitch" is in each
market.

"jmk" <compukat@videotron.ca> wrote in message
news:cvvfv202u0k@enews1.newsguy.com...
>
>
> <analystresearch2002@yahoo.com> wrote in message
> news:cvpia10qae@enews1.newsguy.com...
>>
>> I work for an enterprise software company trying to analyze our
>> marketing model.
>>
>> Does anyone have any data on what the right split should be of
>> resources towards 4 go to market models:
>>
>>
>> Web Marketing (keywords, banner ads, downloadable collateral)
>> Broad Event (trade shows, user groups)
>> Relationship Marketing (dinners, parties for executives)
>> Phone Telemarketing (cold calls from purchased lists)
>>
>> Trying to get a sense for how to invest sales money into the 4 channels
>> - any benchmarks or reports out there on this stuff? This is
>> particularly important as Web Marketing emerges as a new and highly
>> qualified category of lead generation.
>
> There is no "rule" for this. It all depends on what the target market is
> for
> your products. It also depends on how good your "sales pitch" is in each
> market.

I'll clarify this as follows:

Your organization may have lousy web marketing but great phone marketing.
How much money and time would it cost to improve the net marketing compared
to just putting more effort into the phone work?

There is no dependable didactic model breaking down the recommended
resources for a business because 1) marketing is as much an art as
science and 2) each market niche has it's myriad flexible variables to
be contended with. Nevertheless, the quick and dirty answer is to
conduct some stealth research and see what your benchmarked companies
are doing, collect industry data from trade mags, news clippings,
collect annual reports etc. Then extrapolate from all from those what
the emerging media mix dynamics are, and "Viola".

But the real answer is a bit more complex. Before you can plan your
media mix, you need to have graphed out solid market segment
populations. The media habits of this these various clusters or
populations will combine with other factors (such as their attitude and
level of awareness/ sophistication towards the product and other
factors) will determine which tools will give you the best marketing
bang for the buck within each cluster.

Once this is all assessed you can then structure appropriate synergistic
media combinations to match the habits and informational needs of each
target group, then divide your resources between these clusters
according to where the lionshare of your sales is projected to come from
according to all date available.

As you can see, what you spend where is subject to a number of goals
within your short and long range marketing objectives.

When dividing your resources between these clusters according to where
the lionshare of your sales is projected to come from, you will note a
pattern similar to the following begin to emerge:

Those Who are likely to...
-Buy a lot frequently
-Buy a lot infrequently
-Buy a little frequently
-Buy a little infrequently
-Gatekeepers
-Competitors (or 'would be' competitors)
-Others

Each of these segments (segmented by anticipated purchasing patterns)
will tend to suggest a somewhat different media mix and your statement
to each one will be a little different as well. And observation of these
will dynamics point you towards your primary target, but the others are
still important. With each one, the budget percentages spent on various
media will vary.. again, no one size fits all here. Each has slightly
different needs from a professional sales standpoint and each has
different "buystyles". As you may suspect, if you are a mid-sized firm
this is not the job for one individual. preferably you will have several
marketing channel captains.

To make matters worse, (or better, if you enjoy the complexities of the
art of marketing) you must also factor marketing MIX into the equation
along with your media mix. This cannot be isolated from the MEDIA mix
because the marketing mix also impacts the cost of promotion and thus
your marketing return on investment. Where the Media mix was concerned
with how the sales messages are RECEIVED. the marketing mix will
determine how the product and the company are perceived - yet the media
mix is a subset of the product mix, reinforcing the messages in the
media mix (and vice versa).

The basic marketing mix consists of:

Product Lines - the goods and services you are offering, including
packaging and service content, such as warranty, after sales.

Pricing - what the customer pays. There are different types of prices
=A0such as list prices, discounted prices, and many different ways to
arrive at prices. Price may be used to communicate the position and
values of the product/service - thus impacting the media mix and cost.

Placement - how and where the customer obtains the products/services.
For example, catalogue companies may allow customers to buy through the
catalogue itself, on the company's web page or through off-the-page
advertising.

Promotion - the various means and mix of activities used to promote the
product or service, for example, advertising, direct advertising, PR,
exhibitions and trade shows.
There are just a few examples.

Only after segmenting the market then give each of these factors their
weight of importance. You can construct the budget to give put most of
the money where they greatest key to your payoff is.

Summary:
~Graph out your niches, match these with media and marketing mixes that
support image and message
~Look at your niches by purchasing pattern. Put more resources where the
money will be coming in from.
~Use synergistic combos to maximize effectiveness.
~ Revamp and upgrade regularly (every year or sooner)
~The percentages you spend depends of the tasks you need each tool set
to accomplish...
~Pulse (meaning don't put all your eggs in any basket at one time....
feed rsourcs into each channel judiciously), Track, re-adjust and
reposition...
~Consider teaming with or retaining a planner to help you rewrite your
marketing plan
~Have a blast! Your employees will like you and your competition will
wonder what's wrong with you :-)

All the Best,

~zion~