Marketing Performance, Key Figures, KPIs
1-day seminar
Course in Marketing, Performance-Measurement. Return on investment and efficiency are important. In the Marketing-Performance-Measurement seminar, we look at the objectives of each campaign and in marketing management in general we talk about the objectives in marketing and management and about measurability and key results, OKR in marketing management. Tools from management and quality management accompany this seminar. The current understanding of Marketing-Performance-Measurement and KPI management should be designed and realised proactively. This means that we should succeed in management accounting our activities and optimising efficiency via key figures and key performance indicators.
Pre-Sales - The New Marketing
1 day training
Lead Management and Interface Management focused on Sales. During our seminars we are often asked about the difference between marketing and sales. The national and international textbooks about marketing usually express themselves as follows: Marketing is responsible for the basic structures directed towards strategic marketing (new countries, new markets, new target groups, new products, new partnerships, diversification). Marketing is also responsible for the so-called 4 P's (Price, Product, Place and Promotion) of the operational business.
In internal company practice, product management is usually responsible for prices and products.
The sales department takes care of customer processing and the acquisition process and the actual marketing department is usually in charge of promotion. The strategic elements of marketing are then taken care of by an entity we usually call business development management. The promotional team is then responsible for drawing the attention of internal customers (employees) and external customers (clients) to the company, the brand, the product benefits and the unique selling points. In the past, this process was described with a short formula, A-I-D-A (Attention, Interest, Desire, Action). In digital marketing, our language is shaped by Google vocabulary. Google calls the realisation of the target “conversion”.
In internal company practice, product management is usually responsible for prices and products.
The sales department takes care of customer processing and the acquisition process and the actual marketing department is usually in charge of promotion. The strategic elements of marketing are then taken care of by an entity we usually call business development management. The promotional team is then responsible for drawing the attention of internal customers (employees) and external customers (clients) to the company, the brand, the product benefits and the unique selling points. In the past, this process was described with a short formula, A-I-D-A (Attention, Interest, Desire, Action). In digital marketing, our language is shaped by Google vocabulary. Google calls the realisation of the target “conversion”.
Certified Marketing Manager
2-day marketing seminar
Image, likes, fans, followers, or return on investment, satisfaction, customer and employee loyalty – these can be objectives of marketing management. Topics like turnover, sales, contribution margin, lead management, new customer acquisition, existing customer retention and customer recovery will also be discussed. Moreover, employee satisfaction, employee retention, employee motivation and leadership of employees internally and externally are also important parameters. Interface management with sales, key account management and key customers are a particular focus. Peter Drucker, the US management guru, described himself as a socio-economist.
This attitude and this designation are in my eyes very important factors for any marketing manager. It is about economic factors, such as turnover, sales and contribution margin, it is about margins and about return on sales in the customer service process and within the framework of customer contact points.
Social factors also play a major role: If we now refer to our employees, our colleagues in the agile working environment, as internal customers, if we perceive them as such and deal with them accordingly, we are on the right track.
This attitude and this designation are in my eyes very important factors for any marketing manager. It is about economic factors, such as turnover, sales and contribution margin, it is about margins and about return on sales in the customer service process and within the framework of customer contact points.
Social factors also play a major role: If we now refer to our employees, our colleagues in the agile working environment, as internal customers, if we perceive them as such and deal with them accordingly, we are on the right track.
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Seminar Social Media Marketing for B2B Lead Generation
1 day seminar
Social Media Marketing, Online Marketing, Digital Marketing, XING, LinkedIn and Facebook as Efficient Methods of Lead Management. Social media marketing, SMM, XING, LinkendIn or Facebook is now an integral part of B2B communication. The goals of companies and departments are already diverse. The goals of marketing can be - especially in the areas of communication and promotion - to work on the brand, the image and the branding.
Sales always have a clear and quite simple objective: To SELL. In the operational context, we all have a responsibility for sales, turnover and contribution margin. Now it would be desirable for marketing and sales to work closer together in goal setting and goal implementation and for marketing to think about active lead management as part of the communication strategy and to direct qualified and personalised leads to the sales department with the goal of conversion. One goal of our online promotion should be to attract leads, contacts to our website. Here we can control the number of contacts and the quality of the contacts.
Sales always have a clear and quite simple objective: To SELL. In the operational context, we all have a responsibility for sales, turnover and contribution margin. Now it would be desirable for marketing and sales to work closer together in goal setting and goal implementation and for marketing to think about active lead management as part of the communication strategy and to direct qualified and personalised leads to the sales department with the goal of conversion. One goal of our online promotion should be to attract leads, contacts to our website. Here we can control the number of contacts and the quality of the contacts.
Product Management with Certificate
2-day marketing seminar
Seminar with Focus on Product Marketing, Price, Contribution Margin and Efficiency. The product / service is the heart of our company. If we do not succeed in placing high-quality and competitive products on the market at a marketable price, the present and future of our company will be at risk. We are currently seeing a "wind of change" in some sectors. Changes can be market- or company-driven. Are you an innovation leader? Are you competitive? What are your strengths and weaknesses? What opportunities and what risks does the future hold and what impact will this have on your products and your profitability? Where are the sources for your product ideas? How can you initiate a sustainable product development process? How can you sustainably integrate interface management into sales? What added value can holistic quality management provide to the product manager?
Seminar Business Development Management
2-day seminar
Course in Marketing, Management. Development, growth, market leadership, quality leadership, innovation leadership, high return company in the industry, or customer satisfaction, employee satisfaction, customer retention, customer development, lead management or other goals can be the focus of the company. In management, it is also important to realise that there is always a conflict of objectives between volumes, the absolute figures, and returns or profitability, the relative figures. In order to realise growth, we need a positive development of both factors. Turnover, but also the return on sales, are under special observation.
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Employee Recruitment with Social Media Marketing, HR Marketing
1 day seminar
Generate, Personalise, Qualify and Convert Leads, General Objectives in HR Marketing 4.0 for Optimal Employee Recruitment. Many years ago I was told: "People are the greatest assets". At the time, I didn't really understand the meaning of this statement. Now we present our assets in the balance sheet, think about the valuation, the annual depreciation and the efficient use of the assets. The paradigm shift in HR marketing teaches us that the resource ‘employee’, the resource human being is finite and very limited and extremely precious. It is about time that we appreciate the employee as an internal customer, that we think proactively about points of contact, evaluate employee satisfaction and make employee retention the focus of our HR marketing. WHY? Because it is exactly this kind of personnel marketing and good employee recruitment that has a significant impact on the company's success.
