Laurie: Today I’m speaking with Louis Gudema, President of revenue + associates, about the Bullseye Marketing Framework. Louis, can you start by giving us some background on yourself?
Louis: I broke into marketing by consulting and it’s been quite a ride since then. I owned my own marketing and website design agency for a dozen years and sold that several years ago, giving me experience working with working with dozens of SMBs, and also the experience of running a small business. I’ve also worked with dozens of non-profits, and some of the largest companies in the world — from MIT startups to The Boston Globe to IBM. These days I am primarily focused on helping SMBs successfully deal with their revenue challenges.
Laurie: You’ve developed what you call the Bullseye Marketing Framework. What is “bullseye marketing,” and why is it important?
First, when I say “marketing” I’m talking about programs designed to increase the leads, opportunities and sales of a company, not vague, awareness activities. So when I say “marketing”, think “revenue”.
Marketing used to be so simple. There were only a few channels: TV, radio, print, direct mail, billboards, and a few more. But today there are at least two dozen major marketing channels including websites, email, social media, mobile, text messages, and so forth. I actually saw a blog post a few days ago that claimed 120 channels! So it’s gotten really complex, even for people who have worked in marketing for years.
Meanwhile, over 5,000 companies are selling some kind of marketing software, what’s often called marketing technology, in dozens of categories. Many of these vendors make copycat claims about the results their software can produce.
So with dozens of channels and thousands of vendors it’s understandable that people running an SMB who aren’t familiar with the landscape just give up. Who can you believe? Where do you start? How can you really produce results that impact the top and bottom lines? That’s where the Bullseye Marketing Framework comes in.
The framework breaks marketing into three phases and suggests that if you want to increase revenue and profits you start in the center and build out to the edge:
- Phase 1: Take full advantage of your current assets. When I work with companies I typically see that they have lots of valuable marketing assets that they’re not taking full advantage of. These include their current customers, their website, email lists, and how well sales and marketing work together. Since these are all already in-house, companies can often start to see results in just one or two months with a really modest spend by doing a better job with those.
- Phase 2: Get in front of people who want to buy what you’re selling right now. As a company starts to build out from those current customers the most productive thing is to get in front of people who are looking to buy right now – not in six months, or a year, or sometime in the future, but now. And those people are often searching on Google and Bing. So search marketing, in the form of search ads and search engine optimization, are step two.
- Phase 3: Build long-term awareness in your industry. Many people who are potential customers are interested in what you’re doing, but they just don’t have the need or budget to buy right now. You want to get in front of those people so that when they are ready to buy you’re top of mind. So that’s where content marketing, display ads, social media programs, sponsoring events, and so forth come into play. And in the long run those can be terrifically valuable, but they tend to take a year or two to really start to produce results.
Now if you think about that for a moment, that’s the opposite of what many companies do. People often think of marketing as advertising and promotion—which are Phase 3 activities here—and start with those. After six months they’re not getting any results and, understandably, they stop, saying “We knew that marketing wouldn’t work for us.”
But it can work. It can produce terrific results, and really give a company a leg up on the competition, when done right.
Laurie: Does this framework help companies figure out what marketing and sales technology solutions can best help them?
Louis: Yes! When considering dozens of types of marketing software it can be hard to know where to start. But by focusing on Phase 1, center circle opportunities first, it narrows the software selection to just five or six types such as a CRM, email marketing, website content management, and conversion optimization. Actually, most of the Phase 1 software can be found combined in some marketing automation programs. Then there are two major types of software that you can use for the Phase 2, middle circle for search marketing, which are the search advertising software – most SMBs can just start with what is provided by Google and Bing – and a package to help with search engine optimization. It’s a lot easier to successfully implement six or eight types of software than 40!
Laurie: How do you help companies use this framework?
Louis: I provide three primary services related to this. First, I offer the Marketing Strategy Sprint, where I help a company, or a product group, review past efforts and what the competition is doing to better focus their marketing goals and approaches. Then we work together to develop a 12-month action plan to optimize their current sales and marketing programs, roll out new programs, and understand what new people or software they might need to execute those plans. This typically only takes three or four weeks – and why I call a sprint. It culminates with a one-day workshop with the senior team of the company to focus and make decisions.
Second, for some companies I act as a fractional VP of Marketing, providing one-quarter or one-third time services to develop and implement these marketing and business development programs. These relationships are a minimum of six months and can last a year or two sometimes.
Finally, I work with other companies to provide help with customized marketing requirements.
The Bullseye Marketing Framework is always top of mind for me, and pretty quickly for my clients, in this work. Frankly I’ve been gratified by how enthusiastic people at SMBs have been about the framework. One person said, “This is great! Why hasn’t anyone else come up with this before?”
Laurie: What kinds of results do you see customers gaining with this approach?
The results for Phase 1 can be swift, significant and not very expensive. For example, for one company in their Phase 1 customer interviews I learned that they were in danger of losing their largest customer; the customer said that if things didn’t improve within six months they’d be gone. The company had no idea! But you can be sure they jumped on that. The CEO was on the phone with them the next day to start to address their issues.
I’ve also helped companies increase leads from their website by 50-100 percent in just a few weeks, and helped others improve how their marketing and sales teams work together to improve lead follow-up and sales conversion. All of these were done quickly and produced quick revenue bumps that paid for the service many times over.
Laurie: How you help companies implement, customize and learn to use these solutions? If so, how?
Louis: Typically this would be done more through the fractional VP of marketing role. After the Marketing Strategy Sprint people have a choice: to implement the plan with their internal resources, hire me to help implement it, or use another agency or consultant. Or any combination of the three.
Laurie: What do companies need to be thinking about as they reassess marketing and sales strategies? What are your top tips and “gotchas”?
Louis: Perhaps the most common source of failure is neglecting the strategy. The company develops a strategy and roadmap, but either doesn’t devote the time, people and money to implement it, or they start to but after a few months they get distracted by something else. It’s really easy to get distracted these days.
Another challenge is from agencies and consultants who try to sell a “one size fits all” approach: they’ll say that every company needs to be doing social media, or inbound marketing, or search ads, or whatever. And since that’s all that they do that’s what they sell, regardless of what the company actually needs now. When all you have is a hammer, the whole world looks like a nail.
Laurie: Thanks, Louis, for your insights. How can people learn more and contact you if they want to?
Louis: They can email me at firstname.lastname@example.org. My business site is www.revenueassociates.biz and I also blog about the Bullseye Marketing Framework at www.louisgudema.com . I’m on Twitter @louisgudema. I’d love to hear from them!