Bulldog Solutions Methodology
5M Framework—Geared for the Marketing Evolution
Most seasoned marketing executives have come across the 4Ps—Product, Price, Place and Promotion—at some point in their careers. This structure for the marketing mix, developed many decades ago, has weathered the years well.
With the evolution of on-line communications, the details and instruments have changed, and online business plans today don't necessarily follow this classic structure. In many ways, the essence of the 4Ps remains; however the time has come to weave in the new technologies and lead marketing communication techniques required to be successful in the fast-paced Web 2.0 environment.
To accommodate this marketing evolution, Bulldog Solutions has created a workable framework for successful demand development. We call it the 5M Framework. Our products and services—from media buying to prospect communications to data collection and reporting—are consistent with that framework, and it drives everything we do for our clients. Our system allows marketing and sales teams to align successfully and profitably.
We show you how to answer these key lead-generation strategy questions:
- How do I find an audience for my products and solutions?
- How do I identify contacts for my sales teams?
- How do I develop a campaign that successfully reaches my entire target audience on a 1-to-1 basis?
A Systematic Approach to Lead Marketing
The biggest evolution in marketing has been in the area of business process management-an evolution enabled primarily by the arrival of information technology and online systems. Measurement and feedback loop integration are critical to understanding how your decisions actually play out and how these results impact the marketing mix going forward.
This is where the 5M Framework comes into play for you:
5M Framework
The methodology behind all Bulldog Solutions Products
Management
The 5Ms focus on demand development management. So, the first M: Management. Management ties all of the elements together with project management, outsourcing and coordination activities required to make the other Ms work seamlessly.
For example, Management may include a Bulldog Solutions project manager accomplishing a specific set of tasks. It may also include our proprietary Campaign Management Center that allows our clients to access data from all of their campaigns as well as compare their numbers against other campaigns.
This is where most lead-generation programs break down, and why the Management "M" is so important to the 5Ms framework. It manages all of the other elements, essentially building the foundation for a systematic approach to lead marketing.
Mode
The second M is Mode, the type of communication chosen for a lead-generation initiative. Put another way, any time you get a customer to think about your product or brand (or a problem that your product would solve), you are using a Mode. Different Modes can produce different results, so a company's Mode mix will depend on its strategic objectives: There may be primary Modes (for example, a Webinar) and secondary Modes (for example, an RSS feed). A sustainable lead-generation program generally incorporates multiple Mode types to build a steady stream of qualified, actionable leads.
Different types of Modes include:
- Webinars
- Podcasts
- White papers
- Rich media
- Blogs
- RSS feeds
Media
The third M is Media, which covers how you connect the dots between your company and the customer. The Media mix may include both internal resources (newsletter subscribers) and external resources (brokered media packages, search engine optimization). The number and type of people you attract is often a function of the type of Media you employ. Media performance is closely integrated with both Message and Mode, both in terms of theme and timing.
At Bulldog Solutions, the Media "M" is enabled in large part by the Bulldog Solutions Publisher Network, a network of B2B media companies with whom we work to offer a range of media options to help B2B marketers reach their goals. Our media planning and buying capabilities help us develop media plans designed to achieve tactical and strategic goals.
Message
The fourth M, Message, is both what you say and how you say it. Message encompasses both tone and look-and-feel. It includes copywriting, design, color and images. If you're using a Webinar or podcast as your Mode, Message can also include the subject matter expert or experts delivering the information. Ultimately, this is where you are speaking in a way and about a topic that not only captures the attention of your prospects, but motivates them to take action.
Metrics
The final M, Metrics, is the periodic, integrated measurement of all the components of a lead-generation program. Metrics use performance measurement and identified trends to compare to performance benchmarks and trends relating to strategic goals.
Metrics are critical to the systematic approach to demand development discussed in this article. With Metrics, you can measure your return on investment and close the loop on analyzing the success of your efforts. You can answer the questions, "How many deals did I close that can be tied back to a specific campaign?" and "How effective has a third-party promotion been, over a series of campaigns, compared to other promotions?"
5M Framework—Backed by Useable Data
Know where your campaign is going and where you stand with Bulldog Solutions easy-to-use Bulldognostics dashboards. We developed this feature so that marketing Metrics are accessible and understandable—increasing the likelihood they can be used to drive future promotional action.
Bulldognostics 2.0 Dashboard
