Tag: disruptive

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ZMOT.ly

Part 2 – Marketing in the times of Corona [Thought Leadership and PR]

PR and Thought Leadership_CoronaTimes

What #Marketing, #Sales, #BusinessDevelopment and #ChannelManagement teams can do in the times of #Corona #Lockout #Quarantine
(Part 2 of n – This is the first in the multi-part series on how business can thrive in these times)

In my earlier post on LinkedIn and ZMOTly, – Carpe Diem – Marketing in the times of Corona – I had shared how these times provide an extraordinary opportunity for marketing to lead the industry. Only the innovators with innovative marketing organisations will survive. The rest will perish and fall by; I spoke about 3 points earlier.

[1] Reset and recalibrate the internal marketing
[2] Reach out to currently engaged prospects
[3] CRM, Database clean up, and customer segmentation.
Here are the next three –

[4] Engage Senior Leadership Team in Marketing

As is usually the case in many organisations, there is an acute misalignment between the marketing team and various business units about the understanding of marketing and expectations from it.

  1. Alignment with Marketing: If you are a Senior Leadership Team member (SLT) or a CMO, this is an ideal time for you to rally the resources and brainpower within the company towards marketing. Your SLT will be, in all probability, be not ‘travelling’ though they are OOF 😊. They will, in all likelihood, be locked up at home with abundant energy and less busy than their usual selves. You use this opportunity to brief your SLT about the company’s marketing objectives and strategies. You can seek participative inputs from the leadership and seek specific feedback or buy-in. Your marketing team can gain insights into various business units and their challenges. That can help you to craft better marketing strategies. What more, you may even crawl some budget from different business units if you provide value.
  2. Management Team as Ambassadors: You can leverage SLT as social media influencers. You may educate some of them on the powers of Social Media and have a streamlined approach to social media. Your SLT is one of the best brand ambassadors inside and outside the company. Leverage them and their networks for writing blogs, social posts on LinkedIn, Instagram or Facebook. That will amplify your company’s brand presence.

[5] Extend your online education for Free–

The magnitude and pace of disruption because of this pandemic is “unparalleled.” It has also opened immense possibilities for students (adults and children alike) to adopt remote learning. The physical classrooms have closed. There is massive adoption of online education through zoom sessions and the likes.

As a savvy marketer, you should seize the moment. You must ‘be there as this massive tectonic shift in learning paradigms are happening across the world. If you have online courses (non-confidential and value-led) built internally, they can be excellent ammunition today. You can use them and make a loyal following for your solution, product or industry; Some examples may be – Artificial Intelligence, Effective Delegation, Crucial Conversations, Financial Management, or Building Operational Excellence.

High-quality training content is of tremendous value to the receiver. As a marketer, you may not want to miss the opportunity to add value to society by enriching your lives. Marketing plays a vital role in building an emotional connection with the audience – your future customers, partners, vendors, influencers, or employees.

My suggestion would be to open it up to the audience for FREE and take the lead in your industry; Digital learning improves access and reduces the cost of continued education, and you would have been an innovator on that front in your industry and your customers and prospects.

[6] Organise Community Outreach and Seek and share personal stories

Your organisation or some individuals in your organisation are probably doing commendable work and community outreach.

If you are not, it is an excellent time to encourage doing such work by your teams and individuals. As a marketer, it is right down your sleeve to give wings to such an effort and gain internal and external recognition for such work. Share such work via your social media channels with pictures and videos. Do branding around such work. Get your PR engines to go full steam. Don’t worry – you can do this shamelessly. After all, that is the industry norm for successful companies and ‘philanthropists.’ All this would help you score better on your glass door raking and boost your brand significantly.

Let me know your thoughts, and I shall continue to build on these on my next posts in the series. You can also reach out to zmotly@futureshift.com.sg, and I will be glad if I can be of help

/Rajesh

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ZMOT.ly

Marketing in the times of Corona

CarpeDiemMarketing_1

Carpe Diem!

What #Marketing, #Sales, #BusinessDevelopment and #ChannelManagement teams can do in the times of #Corona

(Part 1 of n – This is the first in the multi-part series on how business can thrive in these times)

With COVID-19, the world is passing through extraordinary times. Companies require super-extraordinary approaches to survive and thrive in such situations. In this multi-part series, I will address what an organisation can do to lead the industry and leave the competition far behind.

Businesses will be restored to normalcy in due course; only the innovators with innovative marketing organisations will survive. The rest will perish and fall by the end of this pandemic. What remains hence is the impact that you have created in the coming weeks and months. Towards that goal, we will see and share a few tips in marketing and business development.

With the partial to a near-total shutdown of businesses worldwide, the domestic and global companies are facing a watershed moment. Their inbound marketing leads and enquiries have dried up. The social distancing norms constrain the sales team and outbound team. Many businesses are working from home. Revenues are barely trickling in.

Yet, this provides one of the perfect opportunities for a savvy marketer. Here are a few things that you can do –

[1] Reset and recalibrate the internal marketing

Lockouts and quarantine times, such as this is an ideal time to set the internal house to order. The marketing team can now experiment with things that you always wanted to do but never found adequate time. Some of the areas could be

  • Create ‘stock’ content like blogs, white paper, case studies
  • Revisit the calendar for ‘flow’ content like posting blogs and social media.

[2] Reach out to currently engaged prospects

Today is an excellent opportunity to reach out to prospects and customers that are engaged with you presently. The trick is reaching out to them, ‘not with a sales pitch but with ‘hacks’ or ‘tips and tricks. Such a sharing of high-value content that truly eases their lives can add tremendous value to their businesses and organisations. Your customers have all the time in the world now, and you can even reach out to them with web sessions like Zoom or Facebook / Instagram Live. Here are some examples of topics that you can use –

  • Everything you need to know about X.
  • Why most Y strategies today are destined to fail.
  • Three steps by that Y can do to stop Z
  • COVID-19 – How X can change the future of Y.

[3] CRM, Database clean up, and customer segmentation.

One of the vital things a sales team (and the marketing organisation) must have is a well-segmented target audience. It would be best if you used this time to look at the database of current opportunities in your CRM system. If you have not updated the customer database/ CRM, use this time to reach out to sales teams to update the CRM. You can then segment / re-segment the prospect and customer data. You may want to customer lists into categories or based on the sales cycle or with tags that your company is comfortable with. You would need to have a specific plan of engagement for each type.

Let me know your thoughts, and I shall continue to build on these on my next posts in the series. You can also reach out to zmotly@futureshift.com.sg, and I will be glad if I can be of help /Rajesh

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ZMOT.ly

5 Steps to Scaling your Startup – An open letter to entrepreneurs

Dear Entrepreneur:

Starting a business is easy. It requires courage. It requires an idea. It requires passion and commitment. You are one of the very few in this world who has taken that critical step.

You are even willing to make sacrifices and commit to hard work. Your next goal is to make your all this count. To make the business successful. To do that you have to scale and scale sustainably.

How would you do that? At Futureshift, our ZMOTly framework helps you to achieve your goal with a structured way to scale your business. Towards that end, our clients love this ZMOT.ly Smart Scaling Framework, they held them to look at incubation to mainstream under a very predictable model.

This model brings science to the art of business scaling. The more detailed you are with your plan using this framework the better you are set to reach your goal.

Why do some companies achieve things that ultimately exceed our expectations and defy all of our assumptions for what’s possible?

Would you startup be one of those unicorns?

Check it out! Take the plunge head-on with ZMOT.ly Smart Scaling Framework.

  1. Discovery: In this phase, you would Identify, define and prioritize opportunities that will deliver revenue/ growth. You may list all revenue/ growth model.
  2. Concept Development: In this concept development phase you would define the user, stakeholder partner value proposition and architect execution and revenue/ growth models for each revenue/ growth model.
  3. Proof of Concept: This is a very critical phase where you would validate the value proposition, revenue/ growth, and technical feasibility at a single location for each selected revenue/ growth model.
  4. Pilot; In this phase, you would test the complete model in multiple locations to validate scalability, for every scalable and sustainable model from POC. Many startups fail here.
  5. Scaled Deployment is all about focussed field execution to achieve stated goals and objectives. Here it is critical to achieving maximum revenue/ growth with minimum or administration.

Mainstream: This is no more a phase. At this stage, you have had a full adoption across all markets and integrate into core execution engines. This is business as usual and in all probability, you will have other competitors in the market. It is all about efficiency. But more importantly, this is the time to get focus to newer innovations and incubations.

Having said this, the idea of each of these models is suggestive. If a specific product or idea or a revenue model fails in any of the phases to achieve its desired objectives- you as founders and management team would need to have a real strong discussion on to do a Go-NoGo decision.

Hope this helps. Please feel free to reach out to zmotly@futureshift.com.sg if you need our help.

  • ZMOT.ly Team/ Futureshift
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Futrlabs

#Futrlabs small enough to innovate, big enough to disrupt

Futrlabs is our Innovation Hub that develops Intellectual Property on disruptive technologies to positively impact outcomes.

Technology is the bedrock for success. Picking the right solution for the right problem is critical. Futureshift’s Mobile, Cloud, Social and Analytics platforms will help you achieve success, instantly with the right tools.

At Futrlabs cutting-edge innovation happens because we are focused ground up with solutions that impact business and real problems. We are bunch of tech-savvy people who meet and talk to real people almost every week. That is what keeps the creative juices flowing with feet on the ground.