m Marketing Services Plan
- jim mason
- jimm1
Key Points
- paid newsletter mailing service - https://substack.com/
- Monthly newsletters - subscribe to a given channel
- Online articles - Medium , other related tech or biz sites
- Linkedin posts to a medium article
- Online user group meetups - Meetup and Zoom
- Books - manning.com and others
- Certification courses - others or create your own ... eg dmxu
- Online surveys - gforms
- Collaborations - IBM and Hyperledger etc
- Partnerships
- Confluence access for key providers
- Github shares
- Create tutorials on key topics as articles ( eg Grails reviews - authors and books, Java 12 modules, Nodejs web sockets etc )
- Article reviews and tips ( free AWS, IBM cloud, GCP, Azure intros )
- Recycle ebtnow sessions as updates
- Continue collaborations with Hyperledger docs, training and SPIs
- Low cost conferences - Local to NE or ?, low fees, speaker at ( liveworks, hlf forum etc )
- Challenges - getting basic hands-on skills in many key technologies and frameworks
Resources
Key Questions
- what are our target market segments
- what is important, valuable to them
- what do they consume, use
- what is difficult and challenging
- how does the ecosystem work now
- what are the challeges and opportunities for improvement in the ecosystem
- what are their internal options to resolve these issues
- what are their external solutions available for these issues
- where are the opportunity gaps
- what is the distribution channel for these services now
- who is succeeding in this market know? how?
- where are the partner opportunities with the clients
- where are the partner opportunities in the solution channel
- how to deliver BCTP messages to target clients
- how do clients learn about solution opportunities now
- what are the options to message the clients
- how can we help clients find us
- how do we establish credibility with clients
- what are our strengths we offer
- how do we manage any delivery gaps with clients
- what's a starting strategy?
- find service opportunities as consultants
- grow to standardized service solutions with a delivery model
- provide free opportunity audits
- create marketing partnerships
- how do we accelerate all aspects of our business, service to clients
- how do we fully engage clients in their business priorities, solution sets
- how do we get clients to share their goals, concerns, commitments
- more
Key Concepts
Key Marketing Concepts List
market segment demographics
customer needs identification by segment
customer current state needs management ( VCRS, FACTUR3DT.i )
vsm, vcn, vce
customer solution analysis
vcrs, factur3dt.o
solution services market inputs
solution services design
solution services delivery
Interests
Data Architect, Program Manager working on Hyperledger, Fabric, blockchain, data pipelines, EBR - electronic business records, privacy, microservices, apis, analytics, machine learning. Automation, Integration and transformation focus areas: connected vehicle data marketplace, payments, reverse logistics, medical records, financial planning, repairs, support services.
Sitecore - .Net CMS
https://www.boxuk.com/insight/blog-posts/what-is-sitecore-developer-view-cms
https://www.sitecore.com/knowledge-center/digital-marketing-resources/what-is-a-headless-cms
pre-defined apps for marketing
easy document management
no wsyiwyg editors for headless cms - need developers
Something drastic happens when you cut the head off a CMS: you sever the ability to send customer interaction data between the front end and the back end in real time.
That means you can’t personalize experiences or run content analytics activities.
Opportunities
VCE - Value Chain Economy Model for a market
VCE - Assessment
what value can I add?
who are best potential markets for that value?
how do I reach those markets effectively?
Who can I partner with to add more value, add more clients?
my partners - Wes, Paramountsoft, Chainyard, hlf docs ..
How do I find and reach decision makers?
How do I establish value and credibility with clients?
Hollis Thomases - contract
my partners - Wes, Paramountsoft, Chainyard, hlf docs ..
BCTP
- belief I understand their needs
- confidence I can meet those needs
- trust that I will meet those needs
- for a purpose
Elevator pitch
3 sentences w CTA
We help X with Y
How?
To learn more ..
LSP
- intro
- IBS - potential benefits statement - some have found X
- Need qualification with open questions and listen actively
- how, why, explain, what do you think is the right approach?
- get the client to set VCRS criteria
- FBRs - feature / benefit / response on VCRS criteria
- trial close - if we, will you
- handle objections - what will it take, why, how
- next steps - if we, will you
- close
Market Development activities
market definitions
network with secondary connections growth
relevant groups to join
partnerships to join
network sites: linkedin, group specific, online chats ( discourse etc ), quora etc
product sites >> ask & respond to questions
vendor sites >> ask & respond to questions
technology sites >> ask & respond to questions
company or industry sites >> ask & respond to questions
write articles
write books with partners
conferences and meetings to attend, present
contact followups, discussions, meetings, opportuntity analysis and feedback
Market Solution activities
>> all activities need confirmation from the appropriate parties
market definition
market research
market needs
market opportunities
product research >> VCRS, FACTUR3DT.io
product definition
product design
product delivery
Startup Investment Tasks
Marketing Prospect Pipeline
Typical lead generation, closing process for a solution.
Find company needs
Find the best solution for those needs
Identify what repeatable problems are solved by those needs
Find market segments that have those needs
Identify which companies don't have a solution that is relatively effective
Build an awareness of the problems, opportunities and solutions
Define a Business Value Chain for the solution
Measure it for each company
Customer Solution Marketing Funnel
<iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FToddBrownMarketing%2Fposts%2F2661707640731235&width=500" width="500" height="838" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowTransparency="true" allow="encrypted-media"></iframe>
On the bottom of the pyramid is the unaware prospect.
That’s the biggest part of the market.
When you go up a level, the area shrinks.
And then you go up another level, and as you move up and up, the size of the marketplace – the number of people at that level – decreases, but it becomes easier to convert them.
As we go down levels – to the bottom unaware layer of the pyramid – that is our biggest opportunity because it’s the biggest universe. There are more people.
But the reason it’s harder to convert at the bottom is because there is a lot more belief that we have to create in the minds of our prospects.
And this is the thing that I want to share with you today...
➡ What Prospects Need To Be Educated And Which Don't?
The individual who is at the top or close to the top already has existing beliefs - they have understanding and insights (this guy 🤓).
On the other hand, when an individual is completely unaware (like this guy 😴 ), we have to lead them through the entire string of beliefs. There are things we have to say to them that we don’t have to say to the person who is at the problem level of awareness.
For example, the individual who is at the problem level of awareness, we don’t have to educate them to the fact that they have a problem. They know they have a problem. They’re already aware of the fact that they have a problem...
The person who goes on Google and searches for flood repair 🌧🛁🔧, or something like that, already knows they have a problem.
Whereas, the person who is unaware that there is flooding going on behind the sheet-rock, we have to educate them.
That’s one additional belief – in this simplistic example – that we have to establish with that individual.
And still the higher up on the level of awareness, the fewer beliefs that we have to establish because they’ve already been established on the lower awareness level.
➡ How direct do you need to be in your message?
The last thing I really want you to start to see is that as you go higher on the levels of awareness, the more direct you can be in your ideas and talk for the funnel.
So, for instance, let’s say we have a prospect who is aware that they have had a flood and they’ve got damage and they need it repaired, and now they’re searching on Google for flood repair with a certain type of method.
For that person, we don’t have to start with an indirect big idea that is slanted toward being intellectually interesting and invoking curiosity. Instead, jump into their thought process at a place that’s appropriate for them. Let’s begin the dialogue there.
Whereas, for the unaware individual, we can’t start like that. We can’t jump in and have an ad that says, “What you need to know about flood repair”, or “The six reasons why we can get your home back to its original condition in 3 hours or less, guaranteed.”
You can’t start there with the completely unaware because they are unaware. We have to take the “scenic route”.
And that’s what brings me back to why the lower you are on the awareness scale the more difficult it is to convert: BECAUSE we need to establish more beliefs in that type of prospect...
And we need to have a 👊BIG MARKETING IDEA 👊 that takes the scenic route...
We need to find a 👊Big Marketing Idea that is intellectually interesting, to create a level of engagement, so that eventually, we can lead them into the direct hook....
Something such as, “Here are the five reasons why you want us.”
But we can’t start there with the unaware.
Understanding prospect levels of awareness is the key to being able to create the right message at the right time.
Get this right and you’ll have them lining up at your door!
So the question is "How do you find a BIG Marketing Idea that grabs attention and allows you to acquire new customers even in the MOST competitive markets?"
If you're serious about capitalizing on this biggest and most untapped opportunity in the market, I strongly suggest you grab a copy of my new book.
It's called "How to find your BIG marketing Idea".
And it's just $7 on the next page.
This will be a total game changer for you!
Gartner - 2109 - Top 10 tech trends
https://www.gartner.com/smarterwithgartner/gartner-top-10-strategic-technology-trends-for-2020/
gartner
https://drive.google.com/open?id=1K2nipVszPmmKusIqD_iD26xDKKe5DP9F
accenture
https://drive.google.com/open?id=1CK26zxuETUQIwt7NxrOHXw13J2c_yEdh
Hub Spot Free CRM services
Managing Linkedin Groups
LinkedIn_Ebook-updated_with_hyperlinks.pdf. link
LinkedIn_Ebook-updated_with_hyperlinks.pdf. file
Challenges
2Learn - key technologies and frameworks
#2learn
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js full stack - add swagger 2 wks
https://www.udemy.com/course/the-complete-web-development-bootcamp/
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spring boot microservices 2 wks
https://www.udemy.com/course/spring-framework-5-beginner-to-guru
https://www.baeldung.com/learn-spring-course $197 course
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grails v4x books - authors 4 days
http://docs.grails.org/latest/
grails mvc app using spring services - mode coding
https://www.baeldung.com/grails-mvc-application
https://www.google.com/search?client=firefox-b-1-d&q=grails+version+4+tutorials
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hlf dev
https://hyperledger-fabric.readthedocs.io/en/release-1.4/
https://hyperledger-fabric.readthedocs.io/en/latest/
https://hyperledger-fabric.readthedocs.io/en/latest/tutorials.html
fabcar, byfn, cpaper, add-org, net-upgrade, private-data, chaincode
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hfca admin $500 for online course, exam 1 retry fab 1.4.1
https://training.linuxfoundation.org/certification/certified-hyperledger-fabric-administrator-chfa/
handbook
https://training.linuxfoundation.org/wp-content/uploads/2019/08/Hyperledger-Fabric-Candidate-Handbook-v1.5.pdf
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spark data streams
https://skywebteam.atlassian.net/wiki/spaces/KHUB/pages/61112419/m+Apache+Data+Services#mApacheDataServices-Spark
spark in 7 steps
https://drive.google.com/open?id=1_bfxFX6kQf2gTEPyoPwOgmauWj2b-hv5
udemy java spark
https://www.udemy.com/course/apache-spark-20-java-do-big-data-analytics-ml
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aws
https://aws.amazon.com/getting-started/?nc1=f_cc
https://aws.amazon.com/training/?nc1=f_cc
aws cloud practioner exam 6 hrs - free course
https://www.aws.training/Details/Curriculum?id=27076
aws certification prep guides
https://aws.amazon.com/certification/certification-prep/
aws hadoop course 90 mins - no exam
https://www.aws.training/Details/eLearning?id=40337
aws solution architect associate 2 wks - $170 exam fee
https://aws.amazon.com/certification/certified-solutions-architect-associate/
exam prep
https://www.aws.training/Details/Curriculum?id=20685
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azure
https://linuxacademy.com/course/microsoft-azure-fundamentals-az-900-exam-prep/
4 days - free course
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python ML
https://www.udemy.com/hands-on-introduction-to-artificial-intelligenceai/learn/lecture/12130906#overview
https://www.datacamp.com/community/tutorials/cnn-tensorflow-python
https://drive.google.com/open?id=1H3ivxDSLUxsw2CQAXUhdyzMPGZdnAj6j
https://www.tensorflow.org/tutorials
https://www.tensorflow.org/tutorials/keras/classification
https://www.pyimagesearch.com/2019/10/21/keras-vs-tf-keras-whats-the-difference-in-tensorflow-2-0/
https://medium.com/tensorflow/training-and-serving-ml-models-with-tf-keras-fd975cc0fa27
Solutions
Small Business Software Solutions
Collaboration apps
1> leverage open-source and low-cost cloud resources where possible ( eg Google apps for work base edition etc ) to coordinate employees
Web Business apps for service businesses
2> if you need pre-built, custom business app suites look for low-cost app suites priced per user ( or use Grails to generate apps )
Easy free NoSQL database
3> Couchdb is a good free NoSQL database ( similar to Mongo but free ) and easy to use
Easy way to generate Web apps
4> Grails is the easiest, fastest way to generate Web apps ( MUCH faster than what we use at DMX )
Easy way to generate Web reports
5> Grafana or BIRT let you create reports and graphs quickly on Couchdb data
Easy, secure way to share files over the Web
6> Google drive is very low cost way to share files over the Web
Easy way to do web meetings
7> Zoom is only $15 per month for good quality Web conferencing
Great free office suite
8> Libre Office is all of Microsoft Office and more free
Great free Web CMS Portal
9> Liferay has a community edition bundled with a Tomcat server that can be run local or in a cloud server for a free Web CMS that does a lot
SEO web site tips
Networking sites
Boston New Technology networking group
$99 / yr for 20 events in Boston - blockchain, AI, startups etc
https://www.capestart.com/research/index.php
Other Consulting Services Company sites
Cape Start - Boston - development, blockchain, AI, data management
https://www.capestart.com/research/index.php
data management services
https://www.capestart.com/research/
Intelligent machines and AI algorithms depend on high quality datasets on which to practice machine learning. The process of designing and building a dataset, and preparing it for analysis is however tremendously laborious, involving many mundane iterations, exploration and analysis. Many data-driven organizations are finding they lack the resources or time for adequate data preparation which ultimately impacts the quality of their algorithm.
Details
Next Steps
Biogen project presentation - QCG
https://drive.google.com/open?id=1kmcLaVW-p4AZuo1lUIvu8R50DawT4mEA
good template to address customer project needs
Related articles
Link
Instructions - Move sites between Confluence instances
- How to Export a Space in Confluence Cloud to xml zip file
- How to Import a Space in Confluence Cloud from xml zip file